Will consumers be God in the e-commerce era?
Double 11 is coming, and major merchants have already prepared for the annual e-commerce war. As early as three months ago, Alen Air Purifier set up an Asia Pacific Customer Service Center in China to fully support the upcoming Double 11 Shopping Carnival.
E-commerce platforms and brand owners are poised for growth, and consumers are also gearing up and preparing for it early. Ms. Liu, who lives in Guangzhou, although her usual online shopping frequency is not high, her shopping cart on Tmall has already been filled with goods. As small as toothpaste, as large as household appliances, she is ready to pay, just wait for the double 11 to pass immediately after the zero point.
In this regard, Ms. Liu’s husband, Mr. Li, has reservations. He believes that shopping on the e-commerce platform is fast and convenient, but the quality of after-sales service is much worse than that in physical stores, especially when buying large-sized goods. Buy on. Mr. Li said that his colleagues around him have complained about the fact that the goods after the double 11 shopping are not delivered on time, or even the goods are refunded. Even if it is shipped smoothly, it encounters a situation in which the logistics is exploding, the delivery becomes slower, and the shopping experience becomes extremely poor.
Consumers are increasingly gaining a favorable position in the e-commerce environment
For the problems that have arisen in the e-commerce era, industry experts said: "These cases have indeed appeared in the early years. When e-commerce began to develop, it has not yet formed a set of mature operational and management rules. In a chaotic order, consumption It is indeed in a weak position. When a dispute arises with a merchant, it is difficult for consumers to defend their legitimate rights and interests through litigation, and even if they file a lawsuit, they will encounter problems of high litigation costs and difficulties in proof. However, e-commerce has developed to this day. A fairly effective management mechanism has been established. Under this management mechanism, the e-commerce platform will strictly review the qualifications of the settled merchants. Consumers can also evaluate the merchant's goods and services. A bad review will seriously affect the weight ranking and overall rating. These measures are well protected by consumers' rights, which is why the e-commerce platform can grow to the present day and grow bigger."
In the new Consumer Protection Law enacted in 2014, the State has added and corrected a number of provisions directly related to e-commerce. In terms of return and exchange, the new elimination method has given consumers the right to regret and increased the seven-day unconditional return policy. This regulation applies to most commodities sold on e-commerce platforms. Incorporating the protection of online consumers' rights and interests into legal protection is undoubtedly a great improvement. Seven days no reason to return is a great weapon to protect consumers.
Unconditional return! Seven days is enough?
The seven days after receiving the goods is enough for most consumers, and some merchants have extended their own time to 15 days without reason to return. For household appliances purchased online, is it enough for consumers to have a good trial experience? The author believes that unconditional return for seven days can only ensure that consumers check whether the purchased products are in good condition and can be used normally. However, there is no way to ensure that the electrical products are effective. If the trial is used for a period of time, the performance of the products is not as good as the advertising. Thousands of household appliances, for consumers, can only "dumb to eat berberine."
As one of the household appliances, Alen Air Purifier, when it began to develop in the United States in 2005, noticed the problem of consumer return and exchange, and has always adhered to the "customer first" brand concept, Alen hopes to produce air. Purifiers can really help consumers, and the most important thing is to make consumers truly satisfied. So Alen took the lead in proposing a service commitment to provide consumers with a 60-day unreasonable return policy, establishing the industry's highest consumer experience standards, and thus winning consumers and winning the market.
After entering the Chinese market in 2013, Alen Air Purifier did not shrink its after-sales service due to differences in the US and China, and still implemented the 60-day unreasonable return policy with the United States.
Not only that, Alen's "customer first" brand philosophy is also reflected in pre-sales services - carefully listening to consumer needs, allowing consumers to buy suitable rather than expensive products. Mr. Ding, who works in Beijing, wants to buy an air purifier for his residence because of the smog problem. Under the recommendation of the company's American colleagues, he found Alen's customer service plan to purchase a P1000 product. After listening to Mr. Ding's actual needs and living environment, Alen customer service recommended him to buy F750 products, because Mr. Ding's residence is a new house, there is a hidden danger of formaldehyde, and Mr. Ding's residence is a single apartment, the area is not large. Compared with the P1000 product, the F750 has a lower price, but it can also adsorb formaldehyde, and is more suitable for the actual use area of ​​Mr. Ding. In this regard, Mr. Ding said that he felt a good shopping experience in Alen here different from other brands in the same industry.
Without the concept of "extension", Alen Air Purifier promotes lifelong service
In addition to advances in the law, the e-commerce model is still constantly optimizing its services, making up for the service loopholes of offline stores. For example, the traditional appliance store extended warranty service seems to be for the sake of consumers. There are many drawbacks in the essence, which damages the rights of consumers and is criticized by people. In recent years, under the inspiration and influence of the e-commerce model, the extended service of the Internet + innovation model has begun to appear and grow. Different from the extended warranty service of the offline store, the extended warranty service provided by the B2C service platform brings together all the existing extended warranty service products that can be sold through e-commerce in China, and aims to promote the original extended warranty. To provide consumers with a convenient and assured platform for the purchase of extended warranty services, so as to avoid the loss of rights and benefits to consumers caused by different third-party repairs.
Martin Lau, general manager of Alen China, said: "I am very happy to see these changes, because we can see that these policies are protecting the rights of consumers. This is consistent with the brand philosophy of our Alen air purifiers. And hehe!"
In fact, the excellent service quality of Alen Air Purifier is not only reflected in the "60 days no reason to return" policy before and after the sale, but also in the warranty service. At present, in the Chinese air cleaner market, the average warranty period of other brands is three years, and consumers can extend the warranty period by paying for extended warranty service. The Alen Air Purifier further complements the warranty service, allowing consumers to enjoy the only lifetime limited warranty service offered by Alen Air Purifiers at no additional cost.
On this point, Miss Haigui sent a deep feeling. She returned to China from the United States in 2013 and learned that the Alen air purifier, which has a good reputation in the United States, was also sold in the Chinese market, and bought an Alen A375 model cleaner for her family. At the beginning of this year, the A375 display that had been used for four years showed a blurred digital display, so Ms. Huang called Alen's customer service phone to request a replacement. Although the A375 Air Purifier A375 model has been discontinued, Alen has retained a certain inventory of A375 due to its promised lifetime warranty. After communication, Alen customer service quickly changed Ms. Huang to an A375. Ms. Huang also sincerely praised: "In fact, I did not expect it at first. After all, A375 has been discontinued for a long time, but it is a try. Mentality, I did not expect Alen customer service to help me change a piece. A product, can be discontinued and also provide warranty service for the original old customers, I also served!"
At present, with the approach of the Double Eleven, the newly established Alen Asia Pacific Customer Service Center has already entered a state of preparation. Nikki Leung, Marketing Manager of Alen China, said: "The autumn and winter seasons are a busy season due to the smog weather. Based on our experience in previous years, we can foresee the sales of Alen Air Purifiers in this year's "Double 11". With the increase in sales, how to guarantee Alen's service quality is an important part of our team's double 11 this year. At present, our Alen Asia Pacific customer service center has been waiting for it. The customer service personnel need to carry out strict American style. Training and assessment, the training covers pre-sales product consultation and post-sales problem handling. 'Professional, sincere and efficient' is our job requirements for each Alen customer service. Each customer service must master professional customer service Skills, need to become an empty net expert. Of course, in order to let each customer enjoy the most enjoyable communication, Alen customer service is based on the attitude of communicating with old friends, and sincerely provide special services."
When it comes to the changing consumer status in the e-commerce era, Nikki Leung said: "Alen Air Purifiers are moving in the United States and China, following the values ​​of our brand founder Warburg Lee. Everything we do. It’s all for "Help people live better." In fact, I believe that as long as Alen implements the "60 days no reason to return" and "lifetime warranty service" after-sales policy, Alen's consumers are no matter what In times, you can be God."
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