Burberry4400 Yuan Shoes Break Holes Difficult To Protect Rights, China World Trade Center Mall Counters Shuffle Back

The quality problems of luxury goods appear frequently, and consumers often face difficulties in safeguarding their rights. Ms. Yang told the Beijing Commercial Daily reporter that she had recently seen a pair of shoes purchased from Burberry store in China World Trade Center mall, and had encountered unfair treatment in the process of safeguarding rights with the merchants. Ms. Yang said that the result of Burberry's identification of the shoe damaged photos after being sent back to Britain was man-made damage in the wearing process, and this result was hard to convince her. It was also rejected when asked for the identification result. Industry experts say luxury brands are still widespread. Attaching importance to the Chinese market and respecting the Chinese consumers is the two concept, which needs cost after sale, which is contrary to the maximization of the brand interest. As long as the after-sale has not seriously affected the performance of the brand, it is hard for the brand to attach importance to this problem.

4400 yuan shoes break holes difficult to protect rights

In August 16th, Ms. Yang finally received a refund of 4400 yuan, which lasted for more than a month with Burberry, but she was still unhappy. Recall the process of safeguarding rights, Ms. Yang felt a bit "holding back".

According to Ms. Yang, in early June of this year, she bought 4400 pairs of lamb skin flax shoes at Burberry store in China World Trade Center mall. In July 3rd, she found that one of the linen upper upper parts was damaged. On the 14 day, she contacted the salesperson who sold the shoes at that time, asked for repair, and said that if it could not be repaired, it would replace other products at the same price. "At that time, the clerk said to put the shoes here first, they first took a photo to return to the British identification", and Ms. Yang put the shoes in the shop as requested. Thereafter there was no news.

In July 23rd, Ms. Yang took the initiative to contact the clerk and asked for the results. The other side told us that identification was not a quality problem, but a customer's own breach. Miss Yang did not approve of the result. She told the Beijing Commercial Daily reporter that she was a frequent visitor to the brand, and there were tens of thousands of goods purchased. It was impossible to find such a trouble because of a pair of more than 4000 shoes. "It feels like an insult to my personality......" And is the shoe worn or worn by me? Is it not clear to me? "

After asking for the British appraisal results, Miss Yang was rejected. "The other side said that the appraisal certificate could not be given to the outsiders. I said I was a consumer. You don't show me how I believe that the United Kingdom issued a report, but why not? I said that I would like to give you a screenshot of your chat with the British headquarters. Also said that if we do not accept this report, there is no way to think about where complaints can be. "

In desperation, Ms. Yang found the China World Trade Center mall service desk, and contacted the floor shop owner. The person in charge said that the China World Trade Center mall will have third party identification experts to identify the complaints products every month. In July 29th, with the assistance of the responsible person, Ms. Yang made the appraisal, and the result showed the product quality problem. Miss Yang recalls that the experts broke the middle line of shoes according to the hemp thread, and the middle leather was not damaged at all. It was decided that breakage was not caused by hard objects piercing linen. "If the hard object is inserted and disconnected, the middle leather should also be scratched and fracted." With this identification result, with the help of the mall, Burberry China World Trade Center store has returned the goods for Ms. Yang, and has apologized.

"Although the problem has been solved, the details are still unpleasant," Ms. Yang said. Despite the fact that there were three packages of Burberry products, there were problems, and merchants were evasive and procrastination for various reasons. "I think it is inappropriate for consumers to carry shoes repeatedly to the store many times." She felt uncomfortable as well as the attitude of the store staff before and after. "When you buy goods, you are meticulous in your concern." When problems arise, the results are very indifferent.

In August 19th, the reporter called the China World Trade Center Burberry store on the matter. The manager of the store said that the matter had been properly solved by the consumers. Whether the store recognized the third party appraisal results of the China World Trade Center mall, that is, the quality of the products, the manager said it was inconvenient to disclose more.

The reporter also contacted Burberry official customer service to understand the related processing flow of the company to the problem merchandise. Customer service personnel said that for the consumer feedback problems, the shops will judge the problem of the goods intuitively, whether they are man-made or product quality problems. If they can not be judged, they can upload pictures to the Burberry quality inspection department for identification. The identification results will not be provided to consumers because of their internal data. If the identification is a product quality problem, it can provide maintenance services, usually after five years of purchase. If it is man-made damage, shops and brand maintenance centers are required to negotiate for repairs, and certain maintenance costs will be charged.

For the third party appraisal report issued by China World Trade Center mall, the reporter also contacted the mall to provide assistance, but as of press time, the other side has not yet given a reply.

Attaching importance to China's market and ignoring Chinese consumers

Ms. Yang's experience may not be an isolated case. Reporters on the black cat complaint platform saw that there were 5 complaints about Burberry's rights protection, which were related to the existence of product quality problems and could not be replaced. There are complaints from consumers that the Burberry windbreaker purchased in October last year spent 26000 yuan on the problem of "cracking the back of the needle", asking the store to refund, and the store refused to refund. Consumers also reflected that the opening of the Burberry handbag cover of 4920 yuan in June of this year was cracked. After two repairs, the problem remained unresolved. The replacement was rejected and the merchants agreed to repair it. At present, these complaints handling progress shows "still under way".

Burberry is no exception when global luxury giants are focusing on China.

In recent years, the development of Burberry is not smooth. Its performance has gone downhill since 2016, and even dropped the first tier of luxury goods. China, which is the second largest luxury consumer market in the world, is undoubtedly a powerful starting point for Burberry to turn around.

In July this year, Burberry group released the first quarter report shows that in the three months ended June 29th, revenue grew by 4% over the same period last year. Four point nine eight The growth rate has reached two times that of analysts. Sales in Asia Pacific region, which is dominated by China, recorded a high digit growth rate, of which China's market sales increased by 15%. Marco Gobbetti, chief executive of Burberry group, attributed its growth to the product of the new creative director Riccardo Tisci, which has been well received in China and other markets. In particular, the positive response from the new Monogram series officially entered China and other markets in May this year, which stimulated Burberry's same store sales to rise significantly. Julie Brown, chief financial officer and chief operating officer, emphasized that the Monogram series is popular among Chinese Millennial consumers. At the same time, Burberry continues to attract the attention of local young consumers through the three party cooperation channels of social media such as WeChat and Tmall. This also has a positive impact on the growth of the first quarter of the brand. He revealed that Chinese consumers contributed Burberry 40% of global sales in the quarter.

In such an important market, Burberry has been dragged behind by after-sales service. Ms. Yang said that at the beginning of negotiations with the Burberry store, she also ordered clothes worth tens of thousands of yuan in the store. However, the Burberry store was disappointing to deal with this matter, so she decided not to spend any more in the shop, and it also had a psychological shadow on the poor shopping experience.

"Shop bully" quality is not good.

Luxury brands sell at high prices but fail to provide quality after-sales service. This is a common phenomenon in the industry. According to the new express, poor quality, zero maintenance and difficult returns have become a common problem in the after-sale of luxury brands. In January this year, the sample of light luxury textile samples released by the Shanghai administration of industry and Commerce showed that the rate of unqualified inspection was 17.7% A MaxMara sweater, priced at 4380 yuan, was found to be unqualified for easy pilling. In July this year, the Consumer Association of Beijing sampled samples from 76 service brands, and found that Giorgio Armani, KENZO and other luxury brands had such problems as fuzzing and pilling and fiber content being not up to standard. It can be seen that high price and high quality are not exactly equal in luxury brands.

In the after-sale link, once the luxury goods are sold, the promised maintenance service will not be fulfilled or paid free, and various barriers will be set up to improve the warranty service difficulty. The lack of after-sale services has provided the soil for the survival of all third party luxury 4S shops. Once the product is defective, it is even more difficult to replace it.

Sun Yafei, the founder of Fifth Avenue luxury goods network, told the Beijing Commercial Daily reporter that the phenomenon of luxury brand "big shop bully" is not surprising. Luxury brand products usually have higher unit prices and thousands of thousands of products. The return will definitely affect the performance of stores. Therefore, most brands will not actively assist customers in the processing of returns, and luxury brands are mostly consumables, problems, quality problems or improper dress, depending on the attitude of the brand to customers and the policy of return. Different brands have different policy of return, so they can not be generalized.

Zhou Ting, President of luxury goods expert and guest Research Institute, believes that in the face of luxury brands, it is difficult for Chinese consumers to safeguard their rights. "Attaching importance to the Chinese market and respecting the Chinese consumers is the two concept, which needs cost after sale, which is contrary to the maximization of brand interests. As long as the after-sale has not seriously affected the performance of the brand, it is difficult for the brand to attach importance to this problem.