Source: Photo.com
"When I bought this Apple phone, it only cost more than 7,000 yuan, but the repair cost was more than 14,000 yuan, which I think is incredible. ”
On April 6, Ms. Wang from Wuhan reported to Changjiang Cloud News that she encountered a "price assassin" when she went to repair her mobile phone, and the repair fee was twice the price of the mobile phone, and she couldn't afford to pay the high maintenance fee when she just joined the work, so she had to pay the mobile phone to the repair shop and compensate them 500 yuan, "The whole thing feels like I was defrauded!"
Immediately, Ms. Wang called the police, and the police said that the matter was not within her authority and was supervised by the market supervision department. In this regard, the reporter and Ms. Wang complained to the Jianghan District Market Supervision and Administration Bureau and the Wansong Market Supervision and Management Institute, and a staff member of the Wansong Market Supervision Office said that repairing a mobile phone is more expensive than buying a mobile phone, and this is the first time he has heard of this kind of consumer dispute. "If Ms. Wang wants to get her phone back, she still needs to negotiate with the repair center to solve the problem. ”
In the end, Ms. Wang paid a total of 2,300 yuan in maintenance fees and got her mobile phone back with difficulty.
When our mobile phone fails, most people will still choose official after-sales outlets or offline repair shops for mobile phone repair. The most likely reason why this behavior often happens is whether the phone is under warranty or not. According to the data, when the user's mobile phone is in the warranty period, about 78% of users will choose the official designated after-sales maintenance point, and when the mobile phone is outside the warranty period, more than 70% of users will choose the street store for maintenance.
However, among these choices, there are many problems in traditional maintenance channels such as street shop maintenance, such as the uneven quality of maintenance personnel, opaque charges, lack of supervision, sky-high prices, self-made faults, shoddy accessories, and unguaranteed quality, which are criticized by the public.
As a new business model, the mobile phone repair O2O platform integrates the online and offline resources of the mobile phone repair industry, and unifies and standardizes the management of mobile phone repair services.
The development process of the O2O model of mobile phone repair in mainland China
In the first- and second-tier cities of the mainland, with the acceleration of the pace of life, people are increasingly favoring convenient and efficient door-to-door maintenance mode. In the future, in the entire mobile phone repair service industry, door-to-door repair will become the main service model.
The emergence of the O2O model of mobile phone repair is intended to solve the problems of low efficiency and opaque price in the traditional mobile phone repair industry, and try to shape the mobile phone repair industry standard. With the help of the Internet, users can enjoy transparent, timely and efficient mobile phone repair services, which effectively avoids some problems caused by traditional offline mobile phone repair and redefines the mobile phone repair industry. From the development process of the mobile phone repair O2O model to understand the rise of the model, in addition to the disadvantages of the traditional mobile phone repair environment, there is also a very important reason is that the continuous increase in the number of smartphone shipments in mainland China has made the scale of mobile phone maintenance continue to expand, so that the mobile phone repair O2O has begun to enter people's field of vision.
Convenience and speed are the main reasons for users' choice, and most of them are company employees and students
TecTec's survey found that the main reason influencing users' choice of mobile phone repair O2O is "convenience", which accounts for up to 38.45%. In addition, reasons such as "price disclosure" and "brand after-sales" are also the reasons that affect users' decision-making, accounting for 29.03% and 12.46% respectively. And from the perspective of the occupational distribution of mobile phone repair O2O users, company employees and students are the main groups, accounting for 31.56% and 18.71% respectively, and the two together account for more than half of the total, 50.27%.
On the whole, there is still room for sinking in the scale of the user group of mobile phone repair O2O in mainland China, which will be able to greatly tap potential users;
Finally, in response to Ms. Wang's experience, the staff of Wansong Market Supervision and Management Institute in Jianghan District suggested that when consumers repair electronic products, they should first find a regular official after-sales store, contact official customer service to find the nearest official repair shop, and do not believe in small advertisements on the Internet. When arriving at the shop, you can first observe the qualifications of the store, to identify whether it is an official repair shop; second, when repairing, it is best to ask the repair shop to allow the whole process to watch the maintenance process, try to ensure that the electronic products do not leave their sight, and do not easily leave the electronic products in the repair shop for maintenance, ask the price clearly before repairing, determine the price and then agree to repair; third, in the event of a price dispute, do not rush to pay first, you can call the police first and wait for the police to come and deal with it, keep the relevant evidence, what disputes are there and wait for the police to come to make it clear in person, do not pay the money when you are held accountable。 "This kind of economic dispute is very tricky to deal with, because it is usually difficult to obtain evidence, and the judicial process often requires consumers to pay a greater price, and the time cost and economic cost are higher, so it is still necessary for the market supervision department to increase supervision and punishment. ”
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on Market Prospect and Investment Strategic Planning of China's Mobile Phone Repair O2O Industry" by Qianzhan Industry Research Institute
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