“沈阳学校退演出服事件”发酵，能否倒逼电商“七天无理由”规则优化？

Core Viewpoint - The incident involving Shenyang Liaomei Vocational School students returning performance costumes has sparked widespread discussion about the implications of the "seven-day no-reason return" policy in e-commerce, highlighting the conflict between consumer rights and business integrity [3][4]. Summary by Relevant Sections Incident Overview - A Shandong e-commerce store owner reported that students from Shenyang Liaomei Vocational School collectively returned clothes purchased online after a sports event, citing "quality issues," which led to the store being shut down and incurred losses of approximately 80,000 yuan [3]. E-commerce Return Policy Issues - The incident has raised questions about the practical application of the "seven-day no-reason return" policy, which some consumers have misinterpreted as a license for arbitrary returns, leading to unethical behaviors such as "trying on" items and returning them [3][4]. - The upcoming implementation of the "After-sales Service No-reason Return Service Specification" on May 1, 2025, aims to clarify return policies, specifying that certain categories of goods, such as customized and perishable items, are not eligible for returns [3][4]. Regulatory Changes - The new regulations emphasize the principle of "equal rights and obligations," allowing consumers a seven-day cooling-off period while ensuring that "no reason" does not equate to "no boundaries" [4]. - The regulations will enforce stricter conditions for returns, requiring items to be in perfect condition and allowing merchants to refuse returns for items that have depreciated in value after being opened [4]. Industry Impact - The rising trend of returns, especially those with signs of use, poses significant challenges to supply chains and logistics, leading to increased costs and operational complexities for e-commerce businesses [14]. - Recent adjustments to the "refund only" policy by various e-commerce platforms indicate a shift towards allowing merchants to negotiate directly with consumers regarding refunds, rather than the platform intervening [15]. Future Directions - The industry is encouraged to leverage big data and AI technologies to establish a more robust consumer return credit system, aiming to reduce unreasonable returns and promote a healthier e-commerce environment [16]. - Recommendations include enhancing product transparency through advanced technologies and fostering a culture of integrity among consumers, with platforms incentivizing honest behavior while penalizing fraudulent activities [16].