Luxury Brand Services Are Being Questioned. What Role Should The Mall Play?

Recently, internationally renowned Luxury goods The brand GUCCI has been exposed by the media after the sale of services. There are many loopholes, such as the standards of after-sales service at home and abroad are not uniform, most of the maintenance costs must be taken care of themselves. Even so far, no unified domestic customer service telephone has been set up. It is understood that this phenomenon is not rare in international luxury brands.

Chinese people sell millions of gold to buy luxury goods in China, but why do they buy second class services at high prices? This is sandwiched between luxury goods and consumers. Market What are they doing? What role should they play?

Shopping centres have done their duty, but their status has been embarrassed.

Reporters found that after buying luxury brand goods, poor after-sales service is not a minority. The reason why this phenomenon will happen in China is that Liu Hui, chief consultant of Beijing Zhao Yi Business Consulting Co. Ltd., told reporters that it was mainly caused by three factors.

First, the current domestic luxury goods replacement. standard There are no clear rules. "The current domestic repurchase system has a certain protection for high value goods (luxury goods), so many shopping malls stipulate that goods can not be returned without quality problems. This involves a clear definition of quality problems. "

Maybe some consumers will ask for replacement because of the problems of the zipper joints of the luxury bags, or the tight seam of the thread ends. But are these quality problems? In Liu Hui's opinion, these so-called "quality problems" can not be identified by the existing regulations, which can be described as vague areas.

Secondly, for domestic shopping malls, luxury garrison can improve the quality of shopping malls, but their strong position has also brought enormous pressure to the shopping malls. Shopping malls dare not offend them, so when consumers find complaints in shopping malls, because shopping centers dare not negotiate with luxury cards, the consumers fail to complain, and then their dissatisfaction with luxury brands is transferred to the shopping malls themselves.

In addition, there are a few customers who use luxury goods to cash in. "Many people give gifts to luxury goods, but some people who receive gifts return the luxury goods to cash, so preventing cash is also one of the reasons why luxury goods can not be returned." Liu Hui said.

Although luxury brands are criticized by domestic consumers, some shopping malls have taken more active measures to provide consumers with corresponding after-sales services. "Because consumers are luxury goods bought in shopping malls, they have responsibilities and obligations to help consumers." Liu Hui said, "at present, many shopping malls in Jiangsu, Zhejiang and Shanghai have adopted the policy of" returning goods to one station, "and received good results, which greatly improved the reputation of the shopping malls.

But many shopping malls think this policy is unfair to them: because of the strong position of luxury brands, some shopping malls do not know how to communicate with luxury brands when they return to consumers.

Liu Hui told reporters that shopping centers to adopt the "Return Fund" approach is also a relatively common internal system of shopping malls. The specific method of operation is to return the goods to consumers first, then refund the money to the consumers, then negotiate with the luxury brands. If the negotiation fails, the shopping mall will sell the returned luxury goods to the internal staff at the discount price. "This is equivalent to the shopping mall first to help luxury brands out of the money, and then the mall itself to find a way to solve." Liu Hui said helplessly.

Although these methods are supported, there is no fundamental solution. In Liu Hui's view, at present, domestic shopping malls have already done their duty in after-sales service, but they can not resist the strong position of luxury brands. Only a detailed description of luxury goods returned by the state can protect the interests of the two parties of shopping malls and consumers, and enable luxury goods to provide the same quality after-sales service in China as in other countries. "For example, Europe and the United States are now buying luxury goods within 24 hours of unconditional refund of goods." Liu Hui, for example. {page_break}

　 "Magnetic" service is better than "playing big cards".

Insiders revealed that some luxury brands could not be globally integrated in management because of their agency mode in China. This also led to the fact that luxury brands entering China were prone to service deficiencies.

In fact, in recent years, in order to balance the relationship between store expansion and brand management, many luxury brands have begun to recover their agency rights. HugoBoss and Burberry have announced that they will turn the Chinese market into a direct camp. Despite the big trend of agency transformation, there are still a large number of luxury stores in China, which are managed by agents.

The direct problem is that for those customers who are experiencing after-sales service or quality problems, they can hardly find Brand Company itself except stores and salesmen. After the purchase of internationally famous luxury brands, consumers have to rely on stores to solve the problem of after-sales service.

Cao Jinghang, a famous commentator, commented on the voice of the Central People's broadcasting station in China. Over the past two years, more and more international brands have attracted more and more consumers. But on the other hand, our consumers spend a lot of money on foreign luxury goods, but they may not be able to enjoy the same after-sales service. Behind this situation, it also shows that these international brands look at the money of Chinese consumers, but are unwilling to give Chinese consumers the corresponding treatment and respect. Therefore, when we are now capable of buying international brands, we should also realize that we have the right to receive their corresponding respect.

Shen Kun, a real battle planner, said: "luxury brands rely on soft services to stimulate consumption, which is the marketing rule of luxury brands. He felt that when serving as a way to break out of luxury brands, it must be clear that reasonable quality and service are what customers expect. But to create a lasting competitive advantage, we must provide our customers with a service experience that will enable them to maintain lasting enthusiasm and loyalty.

"Magnet can release a steady, unquestionable attraction. Therefore, we use the term "magnetism" to describe the service experience that can build and maintain customer's lasting enthusiasm and loyalty. However, attracting and nurturing customers' enthusiasm and devotion is not a simple process. This is a question worthy of consideration by all luxury brands. " Shen Kun said.