Which shopping platforms are better to use?

"I bought two boxes of special eggs on the community group buying platform. 9.9 yuan has 10 eggs in a box. When I opened the first egg, my mother complained that the yolk was not fresh and didn't pay attention at that time. Three days later, when I was cooking noodles at lunch, I beat two eggs directly into the pot. As a result, the yolk was all scattered and there was a bad smell. The whole pot noodles finally fell down! Too pit, 20 eggs, nearly half of them have problems. " Speaking of the previous group buying experience, Ms. Wu is still quite indignant.

After many giants vigorously entered the market, the community group buying track also received a million-dollar ticket from the General Administration of Market Supervision. Recently, it can be seen from the punishment details announced by the General Administration of Market Supervision that many community group buying platforms use false or misleading price means to deceive consumers, such as taking the original price as the promotion price and the promotion benchmark with unclear price tag.

In view of this, on the occasion of 3 15, the research group of the retail laboratory of Du Nan Commercial Data Department selected seven community group buying platforms (Prosperity Optimization, Jingxi Pinpin, Qianxianhui, Benefit Group, Meituan Optimization, Buy More, Orange Heart Optimization) and four food group buying platforms (Qian Ayi, Ding Dong Shopping, Tiantian Youxian and Pupu Supermarket) that can be delivered immediately. We bought "low-priced goods", "vegetables and fruits", "eggs and other commodities needed" and "other freely collocated goods" from various platforms, and made a detailed evaluation from three dimensions: commodity situation, distribution process, service and after-sales service (note: Qianxianhui did not participate in the evaluation of commodity dimension because it did not form a group in the end).

In addition, whether it is a community group buying platform or a food buying platform, its requirements for the return of fresh goods are strict. Most of them do not accept the return of non-quality products, and the return period is generally controlled within 48 hours.

Over 80% of community group purchases are "fresh and not fresh"

Therefore, in this actual measurement, Du Nan takes fresh products as the key evaluation object, and each platform specifies to buy vegetables, fruits and eggs. In addition, low-priced spikes, new low-priced products and meat and poultry products were randomly purchased.

The best nectarines not only have rotten fruits, but also have unknown black spots on the peels of other nectarines.

Ten groups of Millennium fruits have obvious rotten fruits.

According to statistics, among the six community group buying platforms evaluated, the quality of fresh goods in five is not ideal, accounting for 83%. As a result of this evaluation, the satisfaction score of Sheng Xing Optimization is the lowest. Nectarine not only has a rotten fruit, but also some unknown black spots on the peel of other nectarines. In addition, the freezing effect of golden pomfret is not good, and the taste is not fresh. The highest score is Meituan, followed by Jingxi Puzzle, Shihui Tuan, Duoduo Shopping and Orange Heart.

However, the "recruitment rate" of the other four shopping platforms is slightly lower. There is only one box of Dandong Hongyan strawberries bought in Youxian every day, which is completely immature, sour at the entrance and of poor quality. The products of the other three platforms have basically no quality problems.

The Dandong Hongyan strawberry I buy every day is completely immature and sour in my mouth.

In the end, Ding Dong's grocery shopping and Qian Ayi's product freshness score is the highest; Followed by Pupu supermarket, but its boxed pure milk has a shelf life of 7 months, but the shelf life of consumers is only more than 3 months when they buy it; However, the daily freshness score is the lowest. The whole box of Hongyan strawberries in Dandong is white and sour, and the taste of corn is too old.

The boxed pure milk sold in the park supermarket has a shelf life of more than half.

It can be seen that, on the whole, the probability of bad fruit or poor appearance of goods purchased in community groups is greater. Consumers who participated in the evaluation of community group purchase said that the quality of goods did not meet their expectations in general, and they would not consider long-term purchase.

The head of the delegation put forward various views.

From the perspective of delivery methods, community group buying platforms all adopt the mode of "pre-sale and self-financing". Some experts in the industry have said that the pre-sale system makes the procurement and transportation of many fresh goods planned, and even can go to stock. This solves the problem of commodity loss caused by inaccurate prediction in previous operations, thus reducing costs, improving efficiency and maximizing the distribution cost of the last mile into the community. Judging from the pick-up time, basically all the goods can be picked up at 4 pm the next day, mostly at 6 pm, but there are also platforms like Jingxi Pinpin and Orange Heart Optimization, and reminders will start around 10 the next morning. If the user does not pick up the goods in the morning, he will receive another SMS reminder in the afternoon.

The pick-up points are mainly the shops or work areas run by the head of the delegation, as well as various places.

Self-improvement of food safety "burying mines"

Due to the variety of pick-up points and limited space, up to now, all the pick-up points purchased by the community have no room temperature, refrigeration and freezing areas, most of them have no freezing facilities, and some only have refrigerators.

Du Nan found that the current community group buying platform is highly dependent on the end group owners, but most of the group owners do not have uniform operating norms and process standards. For example, although the head of the team will sort the goods neatly according to the user's order, when the user picks up the goods, he will directly report to the head of the team with his mobile phone number to pick up the goods. Commodities are not hard to find, but the placement and display of commodities are simply "simple and rude". Some are put in special plastic frames, and some are put in lockers. Frozen food is stored in a thermostat or freezer. However, most heads of delegations still pile goods on the ground.

Most of the hardware of the delivery point of the head of the delegation is not up to standard, and there is no unified operation specification and process standard.

"The mandatory national standard for cold chain logistics was formally implemented in March this year. 1 1. The standard stipulates that products should be packaged, separated or isolated according to their characteristics, and stored in areas that meet the requirements of food storage temperature. Usually the temperature of cold chain distribution is 0-4, and some foods need-18. " A retail veteran said that at the distribution point of the head of the delegation, most of the hardware is difficult to meet the cold chain storage standard. "Some fresh products can be stored for 1-2 hours at room temperature, but if consumers can't extract them in time, the storage time will be extended. The temperature in summer in Guangdong is as high as 37-38, which easily leads to food spoilage, especially eggs and meat products. In addition, food and non-food, dry goods and fresh food have different storage requirements and cannot be mixed. At present, food cold chain logistics is related to public health events. If the distribution and storage of the last mile of community group buying is still the current "barbaric" mode, it will lay a major hidden danger for food safety.

Preferred mode of transportation

At present, none of the four grocery shopping platforms that deliver food directly to home involves self-raising related issues, but most of the above platforms adopt the pre-warehouse mode. Therefore, the hardware investment of the front warehouse and the configuration of the refrigeration and freezing area also determine the quality control of their products.

From delivery to home, Qian Ayi and Tian Tian Youxian marked it as "the fastest 30 minutes" and Ding Dong marked it as "the fastest"

It will arrive in 29 minutes, and the Pupu supermarket is marked "30 minutes delivery". The evaluation results show that the daily delivery of fresh food takes the longest time, reaching 54 minutes, but fresh products are not equipped with ice cubes; It took Ding Dong 52 minutes to buy food, but the fish he bought came with ice cubes. The delivery time of Aunt Qian and Pupu Supermarket is controlled at about 40 minutes. It can be seen that no evaluation platform can deliver goods to home within 30 minutes, and the performance efficiency needs to be improved.

Customer service doesn't handle returns.

After-sales service determines the retention rate of consumers to a certain extent. 1 1 platform, except for the prosperity optimization and the fact that Aunt Qian can't directly find the entrance marked "Customer Service" on the platform, all the other nine platforms can find the customer service entrance on the "My" page, and most of them have two major functions: robot customer service and manual customer service.

However, Du Nan's evaluation results show that the customer service phone will pop up directly after clicking the customer service entrance of Shihui Group for communication, but the after-sales problem of the goods still needs to be solved directly by contacting the head of the delegation. Ding-dong's manual customer service is often in a "busy" state and cannot be connected. Daily excellent fresh manual customer service, not connected during the test. The manual customer service of other platforms responds in time online.

Therefore, in general, about 82% of the test platforms can find obvious customer service entrances, and in these 82% platforms, customer service responses are timely and communication is smooth, accounting for about 67%.

Most platforms refuse to return fresh goods with non-quality problems.

In addition, as far as the return policy is concerned, because the return of fresh goods in general is the most stringent, Du Nan has focused on formulating the return rules for fresh goods (namely vegetables, fruits and meat). The evaluation results show that no matter whether it is a community group buying platform or a grocery shopping platform, there are no obvious quality problems in other platforms except Shengxing Youxuan, Tiantian Youxian and Pupu Supermarket, and fresh goods do not support unreasonable return. Consumers subjectively think that reasons such as bad appearance and bad color are unacceptable.

However, Sheng Xing said that if users feel that the appearance or color is not good and there are such non-quality problems, they can contact the head of the delegation to initiate after-sales, and the after-sales specialist will review and decide whether it can be returned or not, giving certain negotiation space. Daily Youxian and Pupu Supermarket clearly stated that fresh products are allowed to be returned without reason without affecting the secondary sales, but if the packaging has been unpacked, non-quality problems will not be accepted.

Generally speaking, about 73% of the evaluated platforms only accept the return of fresh products related to quality problems, and 18% of the platforms can accept the return of fresh products that are unopened and will not affect the secondary sales.

Judging from the time limit for returning goods, Meituan preferred fresh goods with quality problems to be returned within 72 hours, which was the longest platform in the tested 1 1 platform. Sheng Xing Youxuan, Jingxi Pinpin, Orange Heart Youxuan, Daily Youxian and Pupu Supermarket all require fresh goods to be returned within 48 hours; Both Tenth Group and Ding Dong must apply for a refund within 24 hours. Aunt Qian did not give a clear return time, but only said that fresh goods generally require the same day return; Qianxianhui requires fresh goods to support after-sales quality problems within 12 hours after receiving the goods.

To sum up, among the tested 1 1 platforms, the return period of 45% platforms is 48 hours, accounting for the largest proportion; The return period of 18% platform is 24 hours, and the return time of other platforms has its own platform particularity.

Community group purchase, return depends on the head.

From the perspective of the return process, community platforms generally rely more on the head end. When users say that goods have quality problems, most of them need head-end review and confirmation to complete the whole refund process. During the evaluation, if 10 head of the delegation is not familiar with the backstage refund entrance and operation process, the refund will be extended for nearly 2 days. Due to the delay in confirming the delivery, the person in charge of Jingxi Spelling Company failed to enter the return process. The person in charge of Shengxing Youxuan said that because the return process was too troublesome, she paid the refund from 7 yuan in advance so as not to delay the user's time.

The time of refund arrival varies greatly from platform to platform. Faster, such as Orange Heart Optimization, Aunt Qian, Ding Dong, etc., can basically arrive at the account immediately, and the delay before and after is no more than 10 minute, while those who buy more food for a long time will arrive at the account after 4 hours, and the refund will arrive at the account after 12 hours every day. But overall, except for the platform with limited head-end links, all other platforms have completed the refund, and the money will arrive in one day.

It can be seen that in addition to the above-mentioned commodity preservation links being greatly influenced by the head-end, a series of after-sales services of community group buying platforms, including refunds, are highly dependent on the head-end. Someone in the industry once said: "The head of the team has become the image spokesperson of the platform to some extent, and the quality of the head is uneven. Different regions will have different shopping experiences due to different heads. "

Producer: Du Nan Ministry of Commerce, Data and Information.

Data collection: Huang Pei, Xu Bingqian, Lu Ye, Fu Xiaoling and Wang Chenchen.

Planning/Coordination: Zhen Qin Tian Aili

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