Recently, the topic of "Douyin jewelry return rate of 90%" has appeared on Weibo's hot search, which has aroused widespread attention in the jewelry industry. In this regard, the media asked a number of merchants on the Douyin e-commerce platform for verification. The relevant person in charge of Huali Jewelry said, "Because our unit price is relatively higher, there will be fewer people who consume impulsively, and the overall return rate is acceptable." In half a year, there is about 70%. ”
It is understood that Huali Jewelry is registered in Luohu District, Shenzhen, and has been engaged in offline natural diamond wholesale business for 13 years. At the beginning of 2023, Huali Jewelry entered Douyin Mall to open an online store to sell natural finished diamond products online. At present, diamond rings are the mainstay, with prices ranging from nearly 4,000 yuan to 38,000 yuan. Since the start of broadcasting for half a year, the transaction amount in the live broadcast room every day ranges from thousands to 30,000 to 40,000, and the highest reaches 70,000.
When it comes to its own return problem, the relevant person in charge of the company believes that most of the time it is not a product quality problem, because the natural diamond products sold by the company have been certified by GIA or the national inspection group, and the quality is guaranteed. Liu Meihan, the owner of Huali jewelry, said that the most returned should be the kind of merchants who sell Guatemalan jadeite, which is not considered jadeite in the eyes of people in our industry. "But it looks so green in the live broadcast room, so good, the price is only a few hundred yuan, thousands of yuan to buy, the people have not seen hundreds of thousands, millions of jadeite, see this display is also very good, will definitely want to buy one." So, returns are also normal. ”
This means that compared with natural diamonds with strict 4C identification standards, jadeite jade, pearls and other goods are closer to "non-standard products", and the quality and authenticity are more difficult to identify by the naked eye, which is one of the reasons for the high return rate of online sales of such jewelry products.
Jushi Jewelry began to get involved in Douyin in 2019, trying to introduce the "dry goods knowledge" related to jewelry and jade through Douyin short videos, and now has nearly 4 million fans on the Douyin platform. In the view of Yu Miao, general manager of Jushi Jewelry, in addition to the factors of "non-standard products", high prices and consumer buying habits are also important influencing factors.
Yu Miao said that on the one hand, the average price of the jewelry and jade industry is higher than that of other categories, and the higher unit price will affect the shopping mentality of consumers, and consumers may return the goods if they are slightly dissatisfied. On the other hand, due to the different product styles in the jewelry and jade industry, many consumers may place an order for "three Buddhas, three Guanyin" at one time in the live broadcast room, but in the end, they may keep the same one he is most satisfied with, and the rest will be returned; In addition, there are cases where the goods have not yet been shipped and consumers change their minds to apply for a refund, which also accounts for a certain return rate.
The Stone Jewelry team shares their jewelry knowledge through a short video
Chen Jianhua, co-founder of Buji Jewelry, also did not shy away from talking about the industry's high return rate. "For example, at the beginning, I was attracted by the appearance, and after a few days, I didn't like it, and then I thought I took advantage of the price, and then I found that I didn't need it or didn't like it so much." When these behaviors are offline, after impulse consumption, many consumers will hinder face, inconvenient communication or cumbersome return process, discourage the idea of return. Online, these barriers are much smaller, and the return rate goes up. ”
A high return rate is not completely helpless, it is an opportunity for merchants. Yu Miao reduced the return rate through manual intervention, "Some goods have a high return rate, and we will consider reducing inventory as appropriate; In addition, in response to many problems that consumers are concerned about, we will continue to optimize and improve. He mentioned that some consumers reported that the purchased goods would fall off and be damaged after a long time, so Jushi Jewelry set up a maintenance department and promised consumers that they could send repairs for free within half a year.
"Consumers may be afraid that things are expensive, so we sell things to consumers at a more reasonable price." Consumers are afraid of buying defective products, so we will pick out defective products. For the demands of consumers, we try our best to meet them, and we can't make people sad. It's one thing to earn more and earn less, but be worthy of your own heart. Yu Miao introduced that more than 80% of consumers in the live broadcast room of stone jewelry are old customers who have repeatedly repurchased. Old powder brings new powder, and new powder continues to transform into old powder.
Cloud jewelry has also developed a new model of trust with consumers through Douyin e-commerce. "We are mainly doing walk-throughs," explains Wang Jing, a partner at Cloud Jewelry, "that is, going to the market, communicating with store merchants, seeing goods, and pricing, the whole process is livestreamed, and consumers participate in the whole process." "The real scene, the direct upstream source, provides trust endorsement, divides the goods and grades the merchants, takes consumers to see the jewelry photos, selects good goods from the market source, and then puts the jewelry products on the shelves." Nowadays, the use of Douyin e-commerce platform to carry out broadcasts and bring goods has become a common sales model in the industry.
Liu Chuandong, founder of Cloud Jewelry, is introducing products
Chen Jianhua said that the live broadcast room can narrow the information gap, which is a value point that businesses can provide. By presenting the value of knowledge and products, consumers can better understand jewelry, but can force inferior merchants to clear and make the industry run healthier. "In addition to quality control and improving experience, we also encourage consumers to place orders more rationally and avoid impulse consumption."
Noji jewelry TikTok store homepage
At the same time, the Douyin e-commerce platform continues to protect the rights and interests of users and help the development of merchants by upgrading platform rules and strengthening supervision. Yu Miao introduced that the Douyin e-commerce platform has a "product without filter" function, and requires a logo in a prominent position in the live broadcast room. Douyin e-commerce also has a QIC quality inspection center to supervise, if some products are found to be unqualified, the merchant will be required to provide qualified products within 24 hours, otherwise even if the goods have not yet reached the consumer, 5% of the product price will be deducted from the merchant as compensation to the consumer.
In terms of after-sales, as a platform, for jewelry fakes, Douyin e-commerce has launched after-sales rules in many aspects, such as fake one compensation four. From the product details of the Douyin store of Buji Jewelry, it can also be seen that there are seven days of no reason, fast refund, late compensation, damage refund, fake one compensation four and other aspects of after-sales service. Chen Jianhua said that the goal of merchants and platforms is the same: consumers can buy satisfactory products with confidence; Merchants can do business in a good environment, conduct healthy competition, and avoid bad money driving out good money. It is hoped that the cooperation between the platform and compliant and legal merchants will eventually promote the healthy development of the jewelry industry.