Mei Ri Jing Ji Xin Wen·2025-04-23 10:04Core Viewpoint - The article discusses the recent decision by major e-commerce platforms, including Taobao, to cancel the "refund without return" policy, shifting the responsibility of handling refund requests to sellers, which aims to balance merchant rights and consumer experience [1][4][12]. Summary by Sections Policy Changes - Taobao confirmed it will no longer actively intervene in refund requests after consumers have received goods, allowing sellers to negotiate directly with consumers [1]. - Other platforms like Pinduoduo, Douyin, Kuaishou, and JD.com are also expected to follow suit, although they have not officially announced this change yet [1]. Background and Rationale - The "refund without return" policy has faced ongoing controversy since last year, leading to adjustments across various e-commerce platforms [1]. - Taobao began phasing out this policy in July of the previous year, enhancing merchants' autonomy in handling after-sales service based on their experience ratings [1][3]. Market Dynamics - The cancellation of the "refund without return" policy is seen as a positive move for the e-commerce industry, reducing tensions between merchants and platforms and promoting a more rational shopping behavior among consumers [6][12]. - The article highlights that the policy's initial intent was to protect consumer rights, but it inadvertently led to exploitation by some users, creating an imbalance in the marketplace [5][6]. Future Strategies - Taobao is implementing a new store evaluation system called "real experience score," which will factor in product quality, logistics speed, and service assurance, influencing consumer purchasing decisions [3]. - E-commerce platforms are diversifying their strategies, with Taobao focusing on supporting quality brands and enhancing user experience through AI technology and live streaming [8][9][12]. - Competitors like JD.com and Meituan are also innovating, with JD.com launching a food delivery service and Meituan introducing a new retail brand to enhance consumer engagement [10][11].