Retailing, Franchising, and Consumerism Business Intelligence in China

Suning Upgrades Warranty Services

Suning has announced plans to launch a self-developed Sunshine Package Service Program to comprehensively upgrade its appliance maintenance and warranty services.

The Sunshine Package is a warranty extension product, which provides consumers with maintenance services such as free repair and replacement for hard-to-repair products within the prolonged warranty period.

Wang Zhe, executive vice president for Suning's marketing department, pointed out that the service model and operation of the foreign warranty extension service organizations do not fully fit the Chinese market. On one hand, most of the foreign warranty extension service agencies are European and American companies who have not customized their service standards and service methods to match the Chinese sales model and the consumer habits of Chinese customers. On the other hand, professional warranty extension agencies and appliance retailers are relatively independent of each other and each side will give priority to its own interests. Therefore, in some situations, they cannot offer consistent and comprehensive services to customers, which may harm the interests of customers.

However, Wang said that the upgraded Sunshine Package will be supported by Suning's self-managed background. The call center and the maintenance and replacement services will be fully managed by the company, which overcomes the limitation set by foreign warranty extension companies. With this Sunshine Package, Suning will make corresponding items in accordance with the demand of the warranty extension market so as to maximize the interests of customers who join this program.

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