One month after the intense sales of "Double 11" in the furniture e-commerce sector, the truth behind the impressive sales figures has gradually come to light. All-Friendly Home, which claimed the top spot on Tmall's home goods sales chart with over 100 million yuan in orders, saw a shocking refund rate of up to 36% in its official flagship store, sparking widespread controversy in the industry. Quanyou Home's explanation that an imperfect delivery system caused the refunds is not convincing at all. Instead, questions about inflating sales data through fake transactions have led many to suspect that Quanyou Home’s "sales champion" title might be built on false foundations.
The high refund rate in furniture e-commerce is alarming. During the massive "Double 11" promotion launched by the furniture industry on Tmall, Quanyou Home's official flagship store became the top-selling brand, generating over 100 million yuan in revenue and climbing to the top of Tmall's overall category sales list. It was considered the biggest winner of the "Double 11" home furnishings industry. However, after 30 days of such intense activity, when users checked the service status of Quanyou Home's official store, they found that the refund rate had reached 36.26%. Out of the total 13,976 refunds, 11,674 were due to unfulfilled orders, accounting for 83.5% of the total. This raises serious concerns about the integrity of the sales figures.
Industry experts are questioning the sustainability of Quanyou Home’s success. Pan Shouzheng, co-founder of Shouzheng Partners Investment Management Co., Ltd., stated, “A refund rate of 36% is clearly abnormal. It should be under 10%.†This highlights a major discrepancy between the company’s reported performance and actual customer satisfaction. The company claims its logistics system is not fully developed, but this explanation doesn’t hold up given their extensive distribution network across 1,800 cities and 3,800 specialty stores. Even if there were some areas with limited coverage, a 36% refund rate is still highly unusual.
Insiders in the furniture and electrical business express doubts about Quanyou Home’s sales exceeding 100 million yuan during "Double 11." They believe the numbers may be exaggerated, and the large refund rate could reflect real sales rather than inflated figures. Some suggest that the company may have engaged in fraudulent practices, such as using fake orders or "water soldiers" to boost its ranking. These tactics, while effective in the short term, can damage long-term trust and credibility.
Quanyou Home's situation also reflects broader issues within the furniture e-commerce industry. Many companies rely on aggressive marketing strategies and questionable sales tactics to stand out in a competitive market. While these methods can drive short-term gains, they often lead to long-term reputational damage. As more consumers become aware of these practices, the pressure on companies like Quanyou Home to maintain transparency and integrity will only increase.
In conclusion, Quanyou Home's "sales champion" status appears to be under scrutiny, with growing suspicions of data manipulation and fraud. The high refund rate and inconsistent explanations from the company have raised red flags among industry experts and customers alike. As the dust settles on the "Double 11" frenzy, the focus will likely shift toward accountability and ethical business practices in the furniture e-commerce sector.
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