[推荐]國美推行无理由退换 家电零售挑战“三包”退换货
<p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center;"><font size="3"><b><span lang="ZH-CN" style="COLOR: #000066; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">推行无理由退换</span></b><b><span lang="ZH-CN" style="COLOR: #000066; mso-fareast-language: ZH-CN;"><font face=""></font></span></b><b><span lang="ZH-CN" style="COLOR: #000066; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">家电零售挑战</span></b><b><span lang="EN-US" style="COLOR: #000066; mso-fareast-language: ZH-CN;"><font face="">“</font></span></b><b><span lang="ZH-CN" style="COLOR: #000066; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">三包</span></b><b><span lang="EN-US" style="COLOR: #000066; mso-fareast-language: ZH-CN;"><font face="">”</font></span></b><b><span lang="ZH-CN" style="COLOR: #000066; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">退换货</span></b><b><span lang="EN-US" style="COLOR: #000066; mso-fareast-language: ZH-CN; mso-fareast-font-family: SimSun;"><p></p></span></b></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span lang="EN-US" style="COLOR: #000066; mso-fareast-language: ZH-CN; mso-fareast-font-family: SimSun;"><p><font face="" size="3"> </font></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> </span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"><font face="">“</font></span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">卖货的门永远向你敞</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"><font face="">
</font></span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">开，退换货的门却紧闭着。</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"><font face="">”</font></span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">这是消费者对目前商品售后退换货难的嘲讽。昨天，占据家电渠道龙头地位的国美电器率先推行无理由退换货服务，对来源于上世纪</span><font face=""><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">
</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">80</span></font><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年代针对生产领域的</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"><font face="">“</font></span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">三包</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"><font face="">”</font></span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; FONT-FAMILY: 新細明體; mso-fareast-language: ZH-CN; mso-ascii-font-family: ''; mso-hansi-font-family: '';">售后提出挑战。中国家电协会副秘书长陈刚认为，在竞争非常充分的家电行业，此举必将引出家电行业由价格战向服务战升级。</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN; mso-fareast-font-family: SimSun;"><p></p></span></p><p><font face="新細明體"><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"> 虽然时下早已是产品过剩时代，但在产品退换上依然执行着上世纪</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">80</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">年代产品的</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">“</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">三包</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">”</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">规定，由此带来的诸多矛盾，长期困扰着生产、销售、消费三大环节。来自国家工商总局 的数据显示，家电产品的投诉与其他产品相比相对比较集中，</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">80%</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">的投诉集中在有关产品质量和退换的售后服务上。据了解，目前家电领域售后服务标准执行的是</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"> 1986</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">年修订的</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">“</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">三包法</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">”</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">。三包法规定，消费者购买产品</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">7</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">天内包退，退换货时限为</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">15</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">日。虽然</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">“</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">三包</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">”</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">有具体的退换货时限，但消费者所购商品一旦出现质量问题，或出现消费犹豫时，即使在规定的期限内，对商家提出相关退换货的要求时，商家必定要求消费者给出理由，甚至要求提供相关的质量鉴定等等，消费者每 每为一件商品的退换、维修要四处奔波。</span><span lang="EN-US" style="mso-fareast-language: ZH-CN;"><p></p></span></font></p><p><font face="新細明體"><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"> 被国美命名为</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"> “</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">诚久保障</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">”</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">的服务下周在全国同时推行，其核心内容为：消费者在国美集团下属的的永乐及国美门店购买商品，</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">9</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">天内不满意可无条件退货；</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">19</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">天内如果出现所 购商品价格下降，国美给予差价退还；</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">39</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">天内如果商品出现质量问题可退货；</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">99</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">天内如果商品出现质量问题，保证换货；退换货保证在消费者购买商品开具发票时以契约形式一并付给消费者。</span><span lang="EN-US" style="mso-fareast-language: ZH-CN;"><p></p></span></font></p><p><font face="新細明體"><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"> 在渠道为王的家电领域，此次国美推出的</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">“</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">诚久保障</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">”</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">是否又是对供货商的一次盘剥，博世、西门子中国销售总监吴建科面对记者采访时说，起初接到国美的</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">“</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">诚久保障</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">”</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">函确实倒 吸一口凉气，担心这其中的成本由谁来承担，但后来了解到国美将</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">“</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">麻烦</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">”</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">留给了自己才安心。但他认为，一个产品如果老是被退货，最终会被销售渠道淘汰，家电行业在服务竞争方面升级，对供货商来说也是一个挑战。小天鹅方面有关负责人也表示，市场发展到今天，消费者不再仅仅需要低价产品，更需要实价，以及愉快的 消费体验，家电渠道如此做，要求供货商及产品必须要有相应的升级。</span><span lang="EN-US" style="mso-fareast-language: ZH-CN;"><p></p></span></font></p><p><font face="新細明體"><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"> 在了解了国美</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;"> “</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">无理由退换货</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">”</span><span lang="ZH-CN" style="FONT-SIZE: 9.5pt; mso-fareast-language: ZH-CN;">的售后服务后，记者对同是家电渠道巨头的大中电器和苏宁电器相关人员进行采访，双方对此都不愿过多置评，但表示，家电渠道由过去粗放的圈地、价格战已过渡到单店效益战，在家电产品同质化严重、过去布局致使门店贴身肉搏的时代，竞争的本质实际上就是服务的竞争。一位不愿意透露姓名的家电渠道 商表示，在商品过剩时代，服务早已经成为所有零售商的筹码，竞争对手在这方面是不会示弱的。</span><span lang="EN-US" style="mso-fareast-language: ZH-CN;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="mso-fareast-language: ZH-CN; mso-fareast-font-family: SimSun;"><p><font face="" size="3"> </font></p></span></p>
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