Only refund, no return, is an e-commerce platform launched, aimed at combating counterfeit and shoddy goods, a service to safeguard the rights and interests of consumers, but the actual implementation strategy is another result, causing many regular merchants to be overwhelmed, and finally chose to withdraw from the store, quit the e-commerce business, this content helps to want to start a business in the e-commerce business can get twice the result with half the effort, after all, to do anything, you must first understand the rules of the platform, only if you understand the rules will understand, are you suitable for e-commerce, does e-commerce still have a chance? Eight minutes of delay will allow you to be clear about the refund-only rule and avoid losing your business.
Of course, you can see clear refund-only rules and terms on Taobao and JD.com, but you can't see clear refund-only rules on a certain platform of the inventor and forerunner who only refunds and does not return. Because he only has a quick refund rule in his rules bar. How fast is it?
For example, there is such a scene, because the product sold needs to be assembled by the customer after receiving the goods, so it is inevitable that there is a problem that you can't understand the instructions and don't know the installation details, so you have to consult the seller for specific installation details, at this time a funny scene comes, when the customer goes to consult the seller about the assembly details of the relevant products, he asks a lot of questions, and he is consulting, but the seller suddenly can't receive customers, so a dialog box will pop up, which has the option of only refund, return refund, and no refund, to put it bluntly, the seller can't see the option box given to the customer by the platform, but you can see that the platform customer service has taken over the seller's right to speakIn fact, this is generally the intervention of robot customer service, not human customer service.
Therefore, as long as the customer only clicks the consent button for refund, then the payment will be directly paid to the user, so a refund is not because of quality problems, not for sale of fakes, not for exaggeration and inconsistent with the description. So please pay attention to the details, only the refund needs to be agreed by the customer himself, before it can be executed, as for why only refund, the system's prompt is that the platform customer service system detects that your service cannot effectively solve the problem for the customer, so the platform customer service directly receives the customer to solve the problem.
So don't consider whether this is reasonable, but you consider the so-called customer service system detection, what factors are it based on? Let me talk about my summary of opening stores over the years, which may expose some secrets of only refunds, and I hope that your peers will forgive me. For example, the repeated word quality, such as good quality, bad quality, dissatisfied, satisfied, or as long as the goods have been signed, then the customer has more questions, and the system will also trigger the system to pop up options such as refund only. Therefore, the so-called big data is still to judge whether the robot customer service intervenes by picking words and measuring the number of questions asked by customers, and the so-called intervention, because it is mostly robots, only pops up the refund button, return and refund button, etc. And the decision is left to the customer.
What are the advantages of this?First, reduce the number of manual customer service on the platform, which is directly the operation box of only refunds and return refund options, simple and rude, if it is received by real customer service, it is necessary to communicate with customers for at least half a day, and also to communicate with merchants, which will increase the operating costs of the platform.
Second, it can completely avoid missing the after-sales needs of consumers, but it will definitely hurt the interests of merchants by mistake, because as long as customers are willing, it is obvious that they are consulting the details of product assembly, and the result is free shopping. Therefore, no matter whether the customer's appeal is to ask for after-sales or not, only the refund button is placed in front of you, and the decision is up to you whether to return or not.
Third, in order to exempt the final disputes that may arise, why put the return and refund and agree to refund button in front of the customer? Because in case the merchant sues the platform afterwards, the platform will take this opportunity to shift the responsibility to the customer, and it is the customer's own choice to only refund, not the platform's forced refund only, and the platform's review mechanism is automatically executed by robots, without any human participation in the process. There is a high probability that accountability can be avoided.
Fourth, it greatly causes the risk of customers being sued afterwards, for items with low value of goods, most merchants will choose to swallow their anger, but for goods with a value of more than 3,000 yuan and above, merchants will seek legal ways to recover the goods, because 3,000 yuan is a standard for filing a case, because the button is ordered by the customer himself, therefore, it is impossible to avoid the suspicion that the customer subjectively wants to embezzle property or things.
There is a second situation for refunds only, that is, the merchant and the customer have reached a negotiation content, such as a toy worth 20 yuan, there are scratches on the surface, after all, many products are limited by packaging, material and transportation, it is inevitable that there will be defects, this is a small item can not avoid the process, so the merchant and the customer negotiate compensation of 3 yuan or 5 yuan, and the customer has agreed to compensate, but before the merchant and the customer react, the system will pop up only the refund window, this time the time to test human nature has come, I encountered the situation is that basically 90% of the customers can't help but click only refund, after all, full refund and partial refund, the temptation is not the same。
In reality, I have only met a customer who clicked Reject Refund Only, saying that it is not easy for the merchant to make money, and the refund only option pops up. After all, the two sides have reached an agreement, why should you get a full refund!And the merchant prompted by the system here is roughly like this, the customer refused the after-sales service of the platform's customer service, and now you are responsible for receiving the customer, don't live up to the customer's expectations of you.
Seeing such a prompt, I was also speechless, I finally knew that only the customer refused to refund only, I have the opportunity to continue to complete the negotiation with the customer, obviously it is not easy to make money, through negotiation, a consensus has also been reached, that is, to meet the customer's demand for compensation, but also to meet the merchant's efforts to reduce after-sales losses, but only the refund undoubtedly tests the humanity of the consumer, but also makes the business's after-sales cost skyrocket.
As for cracking down on counterfeiting and shoddy, I still insist that the platform should not be one-size-fits-all in order to save labor costs, counterfeit and shoddy products should be dealt with, but they also need to be processed after manual review, and only refunds will not be done, which will inevitably hurt many innocents. This does not include that there was once a rule that the value was too low, such as goods under 200 yuan, for a period of time, even the customer clicked was exempted, and the system automatically refunded it. Because the platform also has legal affairs, compared with the standard of 3,000 yuan to file a case, less than 200 yuan is very safe, and merchants can't do anything about the platform.
But this does not mean that customers do not have potential litigation risks, because according to national requirements, the information retention time of e-commerce transactions shall not be less than three years, that is to say, the cumulative amount of more than three thousand within three years, will also face the risk of being filed, Taobao has announced a case before, big data calculated that a shopping account is abnormal, only the refund exceeds tens of thousands of yuan, so it was reported to the police, and finally prosecuted, the other party was actually a civil servant, using off-duty time to engage in side business, and caught the psychology that the merchant did not dare to refuse to refund, because it was easy to cause the store credit score to decrease, so the traffic was reduced, so he swallowed his anger and was only refunded。
In the end, the other party was sentenced, and at that time, Taobao did not have only refund rules, so it can use big data to serve merchants, but now Taobao has also issued a refund only rule, I believe that even if the system background has these data, Taobao will no longer take the initiative to report the case, after all, the rules allow only refunds, then sue the customer will not be countersued by the customer, it is what you stipulate that you can only refund, so you are jointly and severally liable.
Of course, the scene of only refund is far more than these, but it is not uncommon to accidentally injure the merchant, and in the early days, there are only some professionals who know the rules of wool, only need to take pictures of the product, whether it is flawed or flawless, even if it is not a product in the merchant's store, because it is a robot review, it is easy to be misjudged by the system, and only the refund is successful.
In addition, there is a killer feature in a certain spell, if the customer does not negotiate with the merchant, but applies for a refund only, after the customer applies for a refund only, there will be an after-sales page in the merchant background, and two button options will appear, the first is: reject the refund, and the second is: agree to the refund. This is not the key, the key is to give you the reason for rejecting the customer's refund, which is preset by yourself, for example, the product has a quality problem, negotiate the refund amount with the customer, the product has a quality problem, negotiate with the customer on a partial refund amount, the product has a quality problem, has been agreed with the customer, the product does not match the description, negotiate the refund amount, etc., in short, you will suddenly find that there is no reason to have the option related to the actual problem that the customer has received the goods and needs to return the goods in order to refund.
This can be said to be the clear arrangement of the platform for you, like the plot in a historical drama I watched before, the emperor wants to kill the minister, the minister begged the emperor to open the net, the emperor said, give you three options, whether you can live depends on your own choice. So the minister thanked the emperor, and after seeing the three options, the minister was directly stunned. The first option, beheading, the second, hanging, and the third, suicide. It's just that none of the options are about survival. In the end, the emperor said, I have given you a chance, and the path is all chosen by Aiqing herself.
Therefore, as a merchant, I saw a bunch of options, all of which pointed to a problem, admitting that the product had quality problems, or the description did not match, or that the customer had reached an agreement, etc., and then negotiated a partial refund or refund, I tried it once, and the result was not only failed to prevent only the refund, but also in the next few days, the traffic fell miserably, and the sales volume also fell sharply, so I finally understood what these options were for, and I didn't dare to refuse only refunds anymore, the platform has a way to clean you up, whether you can receive an order, the decision is in the hands of the platform。 On the contrary, the customer was quickly refunded, and the traffic could be stabilized.
Therefore, I dare to advise all the officials who want to enter the e-commerce, since only the refund has been set as the standard by most platforms, then the after-sales cost will definitely rise, and the previous kind of play of earning five cents a single and thousands of orders a day is no longer suitable for the current rules, and the cost of only refund must be controlled. Therefore, many consumers say that only refunds can effectively avoid shoddy, in fact, real cases tell you that only profitable products can support the loss of only refunds, no one is perfect, let alone products? No matter how good you are, you can always find out the reason why you don't like you. Therefore, at present, many genuine products, because of low profits, cannot cover the loss of only refunds, have been successively withdrawn from e-commerce operations.
The rest of the two kinds of business, either the absolute cost advantage, shoddy, the same selling 20 yuan, good products plus freight need at least 16 yuan or even 18 yuan, but shoddy, can put the overall cost to even around 10 yuan, the result is that the sale of defective products is still there, but the sale of genuine goods because of low profits, accounting is a loss, so forced to withdraw from the market. The second type is the merchants who do not seek to make a fortune, but only seek to make a living, they sell the kind of products that cost 16 to 18 yuan, but the retail price will be marked at least 25 yuan or more, because the price is high, so the sales are poor, so only people who are not very interested in money can keep it.
Both have their own consumer groups, but there is an iron law in economics that bad money drives out good money, which is essentially because bad money has a cost advantage and covers up the quality disadvantage, so it is popular in the market. That's why some anchors will tell you that some merchants deliberately expel good money from bad money, such as only six taels a catty, I bet that you don't have a scale at home, even if there is a scale at home, I bet that you are too lazy to weigh, even if you weigh, I bet that you are kind, don't look for trouble, even if you find something, then I will only refund you, so I look forward to the next customer's visit.
Do you want to say that such a merchant can also live? You have to ask a product, one sells nine yuan nine, and the other sells fifteen yuan nine, and you see at the same time, which one will you buy? Even if you may refer to the medium and bad reviews, but at least nine out of ten people will choose nine yuan nine, don't believe it, why can Taobao beat the physical store? Because it is cheap, why can a certain spell surpass Taobao, and the child is because it is cheap, since cheap is the core, then why do you firmly believe that the products of fifteen yuan nine can sell more than nine yuan nine products? So do you say that the bad money drives out the good money, or does the good replace the bad money?
Therefore, it is estimated that only the refund will only force some good products to the point of nowhere to go, but the products with cost advantages are not afraid of only refunds, so they will win in the competition, of course, there will be a small number of merchants will stick to the bottom line, but the retail price will be high, and it is destined to become the mainstream of online shopping. Therefore, relying on refunds alone cannot drive out counterfeit and shoddy products, because they have large profits, and they can hold on, but because they continue to hurt good products by mistake, they are genuine, and merchants with low profits will gradually withdraw from the competition, because of losses.
Therefore, I still believe in the law, fakes should be dealt with by the relevant departments, and the people who make and sell counterfeits will be directly sent to step on the sewing machine, instead of relying on the so-called refund only to treat the symptoms but not the root cause, but to make the fakes more fearless. It is no wonder that the legal level does not support only refunds, first, it violates the principle of fair trade, second, it interferes with the normal business order, and third, there is a suspicion of illegal embezzlement of other people's property and goods.
And as we all know, even when the police arrest criminals, the name used is the criminal suspect, because only evidence can prove that the other party is a criminal, and when the evidence is insufficient, no one has the right to characterize the criminal identity of the criminal suspect. In the same way, whether it is counterfeit or shoddy also needs to be screened and proven by effective evidence before it can be established, rather than relying only on pictures, senses, and big data to determine, so everything has a process, and unilateral only refunds cannot prove that it is implemented to combat counterfeiting and shoddy, on the contrary, this is more of a strategy for the platform to please customers without paying for it, which is tantamount to wandering on the edge of the law, or even challenging the bottom line of the law.
A platform that sells goods does not have the right to dispose of the goods of merchants without permission, nor does it have the right to set rules above the legal framework.