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sab35807
09 abr 2022
In Discusiones generales
The high return rate of the live broadcast with goods is a common problem, but for Douyin, with the improvement of platform marketing, payment, logistics, supply chain, and other links, the lack of after-sales service hidden behind the return problem and the construction of Douyin e-commerce in The shortcomings of the model above the content will largely restrict the positive cycle of the platform's e-commerce ecology, and even drag it down. A user complained on Zhihu that his mother spent more than 5,000 yuan to buy a jade bracelet in the Douyin live broadcast room. He then told the seller to return the goods, but the seller said that after receiving the goods for more than 2 days, they could not return the goods. On the one hand, users in the live broadcast room have impulsive consumption, the filters are too heavy, and the evaluation reference system of the e-commerce platform is lacking, so the gap between the buyer's show and the seller's show is even greater, resulting in more returns. In particular, live broadcasts in vertical fields such as jewelry, jade, tobacco and alcohol, and ceramics have gradually emerged on Douyin. There are many fake products in these industries, and there are many users on Douyin who don’t know how to do it. Therefore, disputes between the two sides are increasing to special leads a brand public relations event. Similar incidents are constantly appearing on Xiaohongshu. One of the parties said that 140 products with a unit price of 29.9 yuan were sold, totaling 4,186 yuan, but 130 orders were refunded, and the turnover that night was only 299 yuan. Compared with consumers, in fact, the ones most hurt by Douyin's return rate problem are merchants. Not only do they need to bear expensive pit fees, but the high return rate means that they can't make money even if they lose money. As a result, finding anchors to bring goods to Douyin can easily become a loss-making business. As for the platform, Douyin e-commerce wants to develop independently and build a complete e-commerce system. At this time, what is most needed is business resources.
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