Jing’an brands fight back with online returns policy
Print Edition
EIGHTY brands in brick-and-mortar stores in Jing’an are offering “unconditional return within seven days” to fuel the district’s plan to become a world-class shopping destination.
In March 15, 2017, the State Administration for Industry and Commerce mandated a seven-day return policy for products bought online.
Exceptions included food, medicine, cosmetics, electronic gadgets, newspapers and magazines, tailor-made products and others with the packaging removed or destroyed.
There are no such regulations for offline retailing.
Offline stores are suffering as consumers move online.
In response, the Jing’an Commerce Commission is encouraging outlet stores to allow customers to return goods unconditionally within seven days of purchase.
Foreign high-street brands such as Zara, Gap and Uniqlo, and domestic time-honored brands such as Dameihua shoes, Kaikai clothing and Wuliangcai eyeglasses, have responded.
The commission has introduced a set of guidelines.
Stores can decide which products are not suitable for unconditional returns and refund, but they have to make that clear. Customers are required to keep the goods with the original packaging and receipts.
“We are trying to create a safe and convenient shopping environment so as to attract customers to enter offline stores and upgrade their shopping experience,” said Zhao Jian, deputy director of Jing’an Commerce Commission.
Jing’an is the headquarters of many international retailing giants such as Zara and many time-honored brands such as Kaikai clothing.
In overseas countries, it is common for products bought in stores to be returned unconditionally. So, it was easy to convince foreign brands to take part in the initiative.
Domestic brands, unwilling to be overtaken by foreign rivals, also signed on.
Kaikai clothing, established in 1936, is famed for high-end shirts and sweaters.
According to the company the return policy boosts sales, promotes the brand and increases competitiveness in the market.
Zhao said they had been concerned about “malicious customers” who might wear clothes for a day and then return them.
But after visiting supermarkets and departments, they found that today’s customers can be trusted.
According to the Old Navy outlet on 1728 Nanjing Road W., the store receives an average of 20 clothes for return every day, but the major reason is size.
According to Jing’an Commerce Commission, more brands will be included.
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