取消“仅退款” 电商平台用行动反内卷

Core Viewpoint - The e-commerce industry is undergoing a significant transformation as major platforms like Pinduoduo, Taobao, JD.com, Douyin, and Kuaishou announce adjustments to the "refund without return" policy, marking its exit from the industry and signaling a return to basic commercial logic for sustainable development [1][2] Group 1: Policy Changes - The "refund without return" policy, initially introduced by Pinduoduo in 2021, became a standard feature across major e-commerce platforms as a means to attract consumers amid declining e-commerce dividends [1] - The recent cancellation of this policy aligns with national directives aimed at promoting a healthy and sustainable platform economy, creating a healthier competitive environment [2] Group 2: Implications for Stakeholders - For merchants, the platforms are reducing their role as referees, granting more autonomy to negotiate with consumers, which helps mitigate unreasonable refund requests and fosters a positive cycle in the e-commerce industry [2] - Consumers' rights will still be protected as platforms will maintain return and refund mechanisms and enhance credit systems to safeguard honest consumers and merchants while penalizing malicious behaviors [2] Group 3: Ongoing Challenges - Despite the cancellation of the "refund without return" policy, challenges remain in e-commerce rule governance, such as "automatic price matching" and "lowest price guarantees," which are criticized by merchants for compressing profit margins and promoting low-quality competition [2] - The industry should focus on long-term development by establishing merchant credibility systems and improving product quality to shift from price competition to value competition, thereby creating a healthier industry ecosystem [2]