In the era before e-commerce, home textile brands primarily reached consumers through dealers. However, with the rise of online platforms like Tmall, these brands now have direct access to consumers by opening flagship stores. This shift means that textile companies must not only cater to dealers but also actively listen to and respond to consumer feedback. On Tmall, customers can rate brands based on product descriptions, service quality, and delivery speed—providing real-time insights into brand performance.
In 2012, home textile products performed exceptionally well in the online market. They ranked among the top-selling categories, and according to Taobao Data Cube, the return rate for bedding and soft home textiles over the past 30 days was just 2.57%. Despite this, when a reporter visited several well-known domestic textile brand stores, many had dynamic scores that were lower than average, marked as "green" in the system. This raised questions: beneath the surface of these glowing reviews, could there be hidden issues?
The manager of ShenShen Home Textile’s Tmall flagship store explained that while many people assume consumers are vulnerable, those shopping on Tmall are actually quite discerning. Their business model doesn’t just allow for 7-day returns—it even encourages customers to rate without explanation. With 100 customers, there are 100 different expectations, making it extremely challenging to meet everyone's satisfaction.
ShenShen Home Textile specializes in four-piece silk quilt sets and bedding. Previously, their store ratings were consistently high, with positive feedback about the quality of their silk products. However, after launching a promotional event, the store’s ratings suddenly dropped. The manager admitted they were at a loss, calling the situation “too tricky.†Customer reviews revealed dissatisfaction with the product’s price and slow shipping, even though the product itself was satisfactory. Many still gave low scores due to these factors.
Reporters discovered that common issues in online home textiles include color fading, unpleasant odors, and shrinking after washing. These problems often affect consumers who prioritize low prices over quality. A manager from Baifudi Home Textile, another Tmall flagship store, noted that some sellers on Taobao still offer subpar products for profit. Some low-cost items use unregulated dyeing processes but falsely claim to be eco-friendly. While online shopping offers cheaper options, consumers need to be able to distinguish between genuine brands and inferior products.
For merchants, maintaining a high dynamic rating is essential but challenging. The online retail space is highly competitive, and home textile brands must continuously improve to win consumer trust. After major promotions by brands like Luolai, Mercury, Mengjie, Fuanna, and Boyang in late 2012, many saw their store ratings decline. To succeed in e-commerce, textile brands need to learn how to engage directly with consumers, understand their needs, and deliver value that earns both sales and praise.
Some brands have started offering five-star reviews in exchange for coupons or cashback to attract more positive feedback. While this strategy may boost short-term ratings, it highlights the growing pressure on home textile brands to balance profitability with customer satisfaction. In the end, success in e-commerce isn't just about making money—it's about building lasting trust.
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