Recently, Liu Qiangdong, chairman of Jingdong Group, carried out live streaming for the first time, attracting up to 6.8 million people to watch online at the same time, which undoubtedly once again proved its strong traffic appeal. However, with the increase in the popularity of live broadcasts, many netizens have also questioned and complained about JD.com's long-term after-sales problems.
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As one of China's e-commerce platforms, JD.com has attracted countless consumers over the past few years with its perfect delivery system and rich product library. However, complaints about product quality and after-sales have not stopped. Liu Qiangdong's live broadcast attracted more than 680,000 people online at the same time in a short period of time, which undoubtedly once again confirmed the influence of the JD brand and its CEO.
But at the same time, many netizens chose to point out in the live broadcast room and comment area that JD.com's after-sales service is really frustrating. A netizen once bought a brand-name lipstick from JD.com, but it was found to be a fake after being tested by the cosmetics identification platform. However, in the process of communicating with customer service, the other party did not pay attention to it and confronted the buyer with confidence.
For another example, another netizen bought a tire that was damaged in just a few days, but the customer service attitude was annoying and his return application was not processed in time. In addition, a large number of netizens reported that the Nike shoes and other Nike accessories they bought on JD.com turned out to be fakes.
Although JD.com finally agreed to refund the money through repeated accountability, the whole settlement process made people feel unhappy and dissatisfied. Under the accusation of these details, it is not difficult to see that Jingdong does have a lot of things worth improving in after-sales.
On the one hand, there are indeed fake goods and miscellaneous fish in the platform, which cannot effectively distinguish the authenticity from the fake, making it difficult for users to distinguish them; on the other hand, the efficiency and communication attitude of after-sales service personnel will inevitably make users feel impatient. This has brought a certain mixed evaluation to the entire JD brand.
Compared with directly increasing marketing investment, JD may need to focus on returning to the essence and giving priority to solving the most direct problems of user experience. For example, strengthen the supervision of the quality of third-party sellers, establish a commodity traceability system, and also pay attention to the training of after-sales personnel, so that they can deal with problems with a more relaxed and responsible attitude and meet the needs of users in the first time. Only by being handy in this regard, JD.com can truly establish a reliable reputation system and further broaden its brand influence.
Overall, Liu Qiangdong's live broadcast once again highlighted JD.com's strong traffic advantage. However, if the enterprise cannot solve the pain points in daily operations, it is difficult for the temporary heat to become a lasting growth engine. JD.com needs to keep in mind that only by optimizing products and services and truly realizing the idea of "customer first" can it go further in the field of e-commerce. I hope to see it continue to strengthen in this regard in the future, and repay the trust and support of a large number of users with better services.