Furniture e-commerce has emerged as a major direction for the future development of the furniture industry. It addresses the challenge of limited time for modern office workers to shop in physical stores, offering a convenient alternative. Additionally, online shopping provides a price advantage, with many products sold online being slightly cheaper than those in traditional retail stores. Many young people, who may not have much experience in decorating or purchasing furniture, find it appealing to buy high-quality and affordable items online, making it a new and attractive shopping option.
However, after a large-scale refund wave in furniture e-commerce, some refund rates exceeded 100%, which raised concerns. Online shopping for furniture is still in its exploratory stage, and numerous challenges need to be addressed promptly. The issue of frequent returns highlights problems such as product mismatch, delivery delays, and unclear communication between buyers and sellers.
During the Double 11 shopping festival, Quanyou Home Furnishing's official flagship store on Tmall became the top-selling home furnishing brand, achieving sales of over 100 million yuan. However, a month later, reports revealed that Quanyou’s refund rate reached 34.68%, with 13,331 returns, where 11,679 were due to "not receiving the goods." Qumei had a 5.77% refund rate, with 500 returns, and Gujia Household had a 5.23% refund rate, with 888 returns, mostly due to "not receiving the goods."
From these statistics, it's clear that "not receiving the goods" has become the main reason for returns. This issue arises because, on the day of Double 11, consumer order volumes are extremely high, and many customers prepay deposits to secure discounts. In the following weeks, they confirm details like size and fabric, while customer service verifies the delivery address. As a result, some consumers request refunds due to issues like incorrect sizes, logistics problems, or extended delivery times.
The rise of furniture e-commerce has sparked a new battle between old and new business models. Jack Ma once stated that e-commerce is a signal of China's economic transformation, representing a new marketing model challenging traditional retail approaches. Has this battle truly begun?
Jiang Qiping, Secretary General of the Information Research Center at the Chinese Academy of Social Sciences, noted that November 11 has become a major transaction hub. Last year, Tmall achieved sales of 93.6 billion yuan, surpassing the daily retail value of Hong Kong. This event has significantly stimulated domestic demand and created new market opportunities.
According to statistics, since 2007, China's total retail sales of consumer goods have maintained an annual growth rate of over 16%, with online shopping transactions growing at a compound annual rate of 77%. Physical department stores are facing increasing difficulties. However, as consumer enthusiasm gradually declines, online furniture shopping has come under scrutiny. Long production cycles, slow delivery speeds, and challenges in distribution and installation have become major obstacles for online furniture sales. Addressing these issues is crucial for the sustainable growth of the furniture e-commerce sector.
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