Today, when the wave of digitalization has swept the world, e-commerce has become an important engine to promote the global economy, and the annual "618" promotion is a grand event in the field of e-commerce, attracting the attention of countless merchants and consumers. However, this year's 618 is an unprecedented trouble for the women's clothing e-commerce industry.
1. Women's clothing e-commerce has encountered a storm of returns
Recently, a shocking news headline appeared on the hot search - "Women's clothing e-commerce merchants revealed: the return rate is as high as 80%", which quickly swept social media and public view like a sudden storm once the content was released. This astonishing data not only shocked consumers, but also became a nightmare for women's clothing e-commerce practitioners.
This phenomenon is vividly reflected in the encounters of the two women's clothing e-commerce stores, "Girl Kayla" and "Lola Code". The former, a women's clothing store with millions of fans on the Taobao platform, once stood out with an annual sales volume of more than one billion, and even won an award on the international fashion stage, Milan International Fashion Week, with unlimited scenery; The latter, the Douyin women's clothing store "Laura Code", is also an Internet celebrity brand with millions of fans. However, the good times did not last long, as the "Girl Kayla" fell into the turmoil of arrears to suppliers, suspected of running away, and the news of the "Lola Code" announcing the suspension of broadcasting and closing the store was exposed one after another, the clouds of the women's clothing e-commerce industry were thick, and the glorious history of the merchants seemed to come to naught in an instant, but it became a heavy burden.
Second, the industry pain points behind the soaring return rate
Some argue that the high return rate is driven by the e-commerce platform's "shipping insurance" policy and "refund only" options, accusing consumers of becoming too picky, and some even saying that consumers are "spoiled" by these preferential conditions. However, for most shoppers, the original reason for buying clothes is never to return them, but to find the perfect garment that meets their expectations.
The real voice of consumers is often drowned out in the numbers of return rates. On major social platforms, highly-praised user reviews reveal a fact that cannot be ignored: "Should businesses start with integrity to ensure that the physical object matches the display?" "It's not that we're reluctant to consume, but who wants to pay for such quality and design?" Lack of functional pockets, inaccurate dimensions, and serious discrepancies from the description...... These design flaws, which have long plagued consumers, have become a lingering shadow in the field of women's clothing e-commerce. At a time when the return rate remains high, the voice of consumers deserves to be heard and understood more.
Through the inventory tracking of the market, it is not difficult to find that the root of the problem is that most of today's merchants skip the crucial plate-making link in order to pursue speed and efficiency, and directly place orders with the factory, pursuing a business model of rapid production and rapid sales.
3. Platform responsibility and the future of the industry: build a win-win ecosystem
In the context of the general increase in the return rate, the contradiction between merchants and consumers is becoming increasingly prominent, and the e-commerce platform, as a rule-making platform, is relatively invisible in this competition, however, the platform is by no means innocent.
According to Alibaba Group's first-quarter financial report, Taobao and Tmall both achieved double-digit growth in online transaction volume and order volume, and the number of 88VIP members also increased significantly. Behind these data, the platform has benefited from the return rate issue - both financial benefits and consumer trust. However, the long-term continuation of this model will have a far-reaching negative impact on the industry ecology. When merchants sacrifice product quality in response to cost pressures, it will eventually lead to a vicious circle of "bad money driving out good money", which will damage the healthy development of the entire industry.
The return tide of the women's clothing e-commerce industry is a major test in the development of the industry. But to a certain extent, the higher and higher return rate of women's clothing also indirectly proves that female consumers are a silent rebellion against the status quo of the market. In the future, e-commerce platforms and merchants will need to re-examine their policies while paying more attention to product quality and design innovation. Only in this way can we be invincible in the future competition of the women's clothing industry and achieve a real win-win situation in the industry.
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