The 618 War was in full swing, and consumers’ enthusiasm for "buying in buy buy" reached a climax in the middle of the year. Compared with previous years, this year’s 618 has more peace of mind and comfort for consumers.
The refrigerator of Ms. Li, a consumer in Nanjing, Jiangsu Province, has been used for some years, and sometimes the refrigeration is not complete. Because of her busy work and the trouble of finding someone to carry it, Ms. Li has never had time to replace it.
Taking advantage of this year’s 618, Ms. Li changed her refrigerator through Suning.cn’s trade-in service. According to Ms. Li’s past experience, it is often necessary to contact and coordinate different people to replace old appliances, and it will take many trips. The long waiting time for the replacement of old and new appliances will also affect the use. However, unlike the expected cumbersome process, it took Ms. Li less than a day to change the old refrigerator from the old one. By placing an online order for trade-in, the whole process can be done at once without leaving home, and there is no delay in use.
This is the convenience brought to Ms. Li by the service upgrade of Suning 618. Before 618 this year, Suning.cn completed the launch of one-stop trade-in, differential payment, cross-category trade-in and other special services. The one-stop trade-in service enjoyed by Ms. Li this time is the service upgrade made by Suning.cn in view of the pain points of consumers’ actual trade-in.
One-stop replacement service: solving the pain points and difficulties of consumers
After work on Friday night, Ms. Li bought a new refrigerator through Suning.cn APP at a price of 3,999 yuan. She chose the old-for-new purchase option and entered the old machine evaluation function page. She chose the opposite-to-door refrigerator model corresponding to the old refrigerator, discounted the old machine and added the old-for-new subsidy from Suning.cn. The system directly deducted 180 yuan. Ms. Li actually paid 3,819 yuan for the new machine and made an appointment for a one-stop replacement service at 4: 00 on Saturday afternoon. Suning after-sales staff brought the new refrigerator to the door and recovered her old one.
Like Ms. Li, consumers’ demand for trade-in is increasing. Especially with the coming of summer, ice-washed air-conditioning household appliances are also welcoming new trends. Because the replacement of household appliances often involves handling, disassembly and installation services, the convenience and professional operation of the old-for-new service also put forward higher requirements for service providers.
In this context, platforms have started to upgrade their services. Take Suning.cn as an example. First, in April this year, the latest version of the trade-in service was launched.
In April this year, Suning.cn launched the latest version of the trade-in service. At the same time, in May, it quickly upgraded its service functions and increased subsidies. The one-stop trade-in service for ice washing products has covered nearly 50 cities across the country, and the 3C one-stop trade-in service has covered nearly 200 cities.
Literally speaking, trade-in involves two simple steps, namely, "collecting the old ones" and "exchanging the new ones", but the actual operation includes many steps, such as door-to-door dismantling, old machines returning, recycling, new machine delivery, new machine installation, and price evaluation in the process. In the past, the old-for-new service enjoyed by consumers was mainly "two-step". After completing a series of links such as discounting old appliances and purchasing new products, the recycling of old appliances and the door-to-door installation of new appliances should also be divided into two steps, and different links should be served by different service personnel.
"One-stop" service has realized the integration of trade-in and trade-in. Users can complete the evaluation of old household appliances on Suning.cn APP, select the new products they want to buy, and directly see the exchange price after deducting subsidies and other benefits on the page. Discount old household appliances, pay the difference to buy a new one, drag old ones and send new services to your door at one time. In this way, the transaction link of home appliance replacement can save two steps, the performance link can save one step, and the conversion rate of replacement is expected to double. For consumers, the whole process of trade-in can be realized with one click and one stop online, which saves the time for many people to find someone and wait, saving time, worry and convenience.
Service specialization: trade-in is more standardized and transparent.
Behind the realization of one-stop service is the improvement of after-sales service ability and the overall upgrade of the system. At present, in China, Suning has integrated more than 700 localization partners and 7,270 certified engineers, covering 2,942 districts and counties, with a maximum of 50,000 jobs per day.
Liang Ming is a service engineer of Suning. He joined Suning with his father in 2015 and formally joined Suning in 2017. He is mainly responsible for the service of Nanjing jiqingmen area. The introduction of one-stop trade-in service has put forward higher requirements for Liang Ming’s service capacity. Need to be more considerate for consumers, but also have the ability to deal with various technical problems of disassembly.
Recently, Liang Ming received a trade-in order for Mr. Liang’s old refrigerator. Mr. Liang first found a master who repaired electrical appliances at the gate of the community. "The door-to-door fee is 300, no matter whether it is good or not, it is 300. It costs 500 yuan to replace the compressor, 700 yuan for materials, 200 yuan for freon, and the warranty is only three months. I have heard a lot about it, so I won’t repair it, just trade in the old one. "
Mr. Liang suffered a big loss in old electrical appliances. For convenience, he once looked for a small recycler to recycle the air conditioner near the community. "Call them to charge for recycling, and the air conditioner was dismantled in half. I temporarily said that I would increase the price. If I don’t add it, I will leave and I won’t put it back. What do you think I should do?" In addition to being slaughtered, Mr. Liang also met the elderly to carry home appliances. "When I lifted my waist, I flashed."
After that, Mr. Liang resolutely "only looked for regular units, who were punctual and hygienic." We all know that old household appliances can’t sell any money, but your service is good, it is definitely good, and people just want to save trouble. "
For the service of consumers, Liang Ming pays more attention to details besides constantly improving his professional skills. He often contacts customers half an hour in advance according to their agreed time. As the epidemic situation in COVID-19 is still repeated in various places, it has become the door-to-door service standard for Suning’s trade-in engineers to show their electronic number plates, wear shoe covers and wear masks. Every quarter, Suning will also organize Liang Ming, a service engineer, to conduct training on service specifications and professional skills.
From the upgrade of trade-in services to the standardized training of terminal services, it is not difficult to see that in the face of the new development opportunities in the trillion-dollar market and the trade-in service experience that needs to be improved urgently, Suning.cn has made full use of big data, intelligent marketing and standardized operation to build the platform capacity of trade-in services and support the large-scale development of trade-in services.
In the next step, Suning.cn will also support partners to build capacity and cooperate flexibly through ecological opening, improve business efficiency and user satisfaction, and jointly promote the value of building a green circular economy system. The value of trade-in is not only released to serve consumers, but also to serve the industrial chain, the ecological circle and the whole society.
