Business Intelligence on Retailing, Franchising, and Consumerism in China

China's Suning Publishes Services Blue Book

To mark World Consumer Rights Day on March 15, the Chinese home appliances retailer Suning published "China Home Appliances Chain Industry Service Blue Book for 2010", which details Suning's service achievements in the Chinese market.

The blue book says that Suning gained 87.4 points for overall service satisfaction across China, higher than the industry's average of 76 points. Zhao Bei, the executive president for Suning's service headquarters, said that by investigating customer satisfaction, Suning can not only gain suggestions for future after-sale services, but also can make its services more suitable for its consumers.

According to the blue book, the segmentation of the Chinese marketplace and customer groups is becoming more marked; and new services ranges, including basic services and improved services, have appeared. Statistics from this report show that Suning's improvement in after-sale services achieved a customer satisfaction rating of 80%: in line with the industry average.

In 2009, consumers' awareness of value-added and paid services increased by 45%, from 10% in 2008 to 55%. Of all the consumers participated in the survey, 60% said they are willing to pay for extended warranty services.

In addition, Suning has enhanced its services by opening comprehensive home appliances service sites and 3C service centers. The company will establish standard systems and processes for after-sale services and build standard service sites across China. By the end of 2010, Suning is expected to have 337 comprehensive home appliances service sites and 848 3C service centers.

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