研究机构高德纳公司的分析师Sandy Shen指出,业界预估去年光棍节约有25%的在线购物遭到退货。她表示中国电商的商品交易总量虚高了同样份额。
Meanwhile, the rate of returns for online transactions in China year-round is about 20%, according to Barclays analyst Alicia Yap.
同时,巴克莱银行分析师Alica Yap认为中国网购一年的退货率约为20%。
Alibaba, which controls about 80% of China’s online shopping market, says that its returns for Singles’ Day are much lower — a single-digit percentage of total sales. The e-commerce giant doesn’t disclose the percentage of transactions cancelled or returned year round.
占据约80%中国网购市场的阿里巴巴则表示自己光棍节的退货率要低得多,不到10%。不过这家电商巨擘并未透露年度退货和取消订单的比例。
Neither do other e-commerce companies. And because each company defines GMV a little differently, it’s difficult to compare apples-to-apples across the industry.
其它电商公司也未公布这方面信息。由于各家公司对商品交易总量的定义有细微的差别,因此很难对业界各家公司做统一比较。
China’s e-commerce players are largely listed in the U.S. and accounting rules there don’t require a standard definition of GMV, said Paul Gillis, an accounting professor at Peking University’s Guanghua School of Management in Beijing.
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