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被运营模式“绑架”的跨境电商陷阱
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Topic: 被运营模式“绑架”的跨境电商陷阱 (Read 113 times)
hanley88
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被运营模式“绑架”的跨境电商陷阱
March 20, 2018, 01:42:25 PM
#1
电子商务研究中心通过历时半年的平台调研、平台评测、“神买”抽查、园区调研、用户调查、政策研究、专家访谈、桌面研究、律师审查等专业研究方法,近日编写发布了“跨境电商3·15版”报告——发布《2017年度中国跨境电商消费问题研究报告》。
报告显示,2017年国内跨境电商(主要为跨境进口电商)消费者投诉占投诉总量的12.98%,同比增长1.37%,消费投诉集中问题为疑似售假、退换货难、物流问题等。
据电子商务研究中心对跨境网购用户的调研结果显示,消费者遇到最多的十大问题具体表现为:疑似售假问题突出、退换货难解决、霸王条款严重、物流短板凸显、信息安全问题频出、信用问题严重、商品标准难统一、假票据投诉多、消费者教育欠缺、知识产权意识淡薄。
通过对全国数百家跨境电商全年度真实用户投诉案例大数据分析,依据反馈率、反馈时效、满意度等多项指标的模型评估,报告公布了“2017年全国跨境电商用户满意度TOP10榜”,其中蜜芽、网易考拉海购、丰趣海淘位列前三名,获得“放心购买”评级;86mall、洋码头、西集网、海狐海淘分别位列4-7名,获“谨慎购买”评级;而宝贝格子、达令、小红书各项指标均落后行业平均水平,获“不建议购买”评级。
报告显示,跨境网购消费纠纷频发既有监管、平台、商家和品牌商因素,也有消费者自身原因。消费者问题主要表现为两方面,消费预警和消费认知。
首先是消费预警。当前,众多消费者已经习惯网购国内商品,而对于通过跨境电商渠道购买商品,需要消费者留意多个方面问题。对此,电子商务研究中心呼吁跨境网络消费用户,跨境网购要看清商品有效期、小心“微商”等代购、牢记违禁物品清单、切莫轻信网红爆款、“保税区发货”不一定靠谱、小心虚假票据陷阱、看清退换货规则、小心转运风险、小心额度被盗用。
其次为消费者认知。一是明确跨境进口电商定义,由于国内跨境进口定义的不明确,大多数消费者不能辨析何为真正的跨境进口,简单地将一般贸易、跨境进口等进口贸易模式混为一谈,使消费者产生根本性的混淆;二是标准不同不等同于假货,跨境网购商品来自于海外生产厂商,在安全、卫生、环保、质量等方面需符合国外的生产标准。
而跨境进口商品需符合我国国内的检验检疫标准,因此部分国外品牌奶粉进入中国市场销售需在部分元素含量等方面做调整;三是没有中文标签不一定是假货,跨境进口贸易电子商务的性质与一般进口贸易不同,现有相关政策法规并不要求在跨境进口商品上加贴中文标签。四是跨境网购不一定有发票。由于海内外税收信息机制差异以及海淘平台的经营模式不同,目前并未明确要求跨境进口电商平台提供税务发票。北京商报记者 魏蔚
跨境电商不同模式优劣比较
自营+平台模式 相比买手制、C2C模式以及直邮模式,自营模式在产品质量、服务标准、物流配送方面更有保障,如蜜芽、网易考拉海购、丰趣海淘,通过保税仓发货的商品物流配送更有时效性,且有平台作为担保,服务、售后等更便捷、放心,且平台反馈率和反馈时效性表现较好,用户满意度较高,分别获五颗星和四颗星,故给予“放心购买”评级。
买手制模式 买手制模式分为买手制C2C(以个人买手为主)、买手制B2C(以商家性质买手为主),其中以洋码头、淘宝全球购为典型代表,该模式由海外买手直采,并通过自营物流发货或第三方物流发货,对商品货源以及质量的把控相比自营电商弱。以洋码头为例,2017年投诉反馈率仅为63.29%,用户满意度为三颗星,故给予“谨慎购买”评级。
零售出口模式 以86mall为典型代表的跨境零售出口电商以服务海外消费者为主,将国内的商品出售至海外。然而,虚假宣传、运费收取高、商品质量问题多、订单难取消、退款难等问题突出,投诉占比达7.8%,虽平台反馈率和反馈时效性较高,但用户满意度较低仅为两颗星,因此给予“谨慎购买”评级。
社区型自营B2C模式 以小红书为典型代表,2017年小红书因信息泄露问题消费投诉增加明显,投诉占比为46.49%,为投诉占比最大的跨境电商,除信息泄露外,小红书疑似售假、虚假发货、发货慢、退款慢的投诉也较多,而该电商反馈率较低仅为36.54%,且反馈时效性不高为60.31%,用户满意度仅为一颗星,希望电商引起重视,故给予“不建议购买”评级。
dajibale
Member
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Activity: 190
Merit: 10
Re: 被运营模式“绑架”的跨境电商陷阱
March 20, 2018, 08:50:22 PM
#2
原来前因后果是这样啊,又涨了不少姿势,解锁了新的技能,谢谢楼主的新闻分享
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被运营模式“绑架”的跨境电商陷阱
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