BABA(US:BABA) Sou Hu Cai Jing·2025-05-16 20:42Core Viewpoint - A new feature called "High Refund Rate User Blocking" has been quietly introduced in the backend of some merchants on platforms like Taobao and Tmall, allowing merchants to customize their advertising audience by blocking users with high refund rates [1][2]. Group 1: Feature Overview - The feature enables merchants to either completely block high refund rate users from seeing their ads or reduce the likelihood of these users being shown ads [1][2]. - Currently, this feature is exclusive to the apparel category, including women's wear, men's wear, footwear, bags, and accessories, with no indication of expansion to other categories at this time [1][2]. - The feature is still in the testing phase, and its final implementation will depend on the promotional backend display [1][2]. Group 2: Merchant Perspective - Merchants view this feature as a practical tool for optimizing ad spending, particularly in the apparel sector, which is characterized by high return rates and unstable conversion rates [1][2]. - Some merchants have expressed relief, stating that they are not afraid of returns but rather of users who exploit the system for discounts, commonly referred to as "sheep wool parties" [2]. Group 3: Consumer Concerns - There are concerns among consumers that they may be unfairly categorized as high refund users if they return items for legitimate reasons, such as size issues [3][5]. - Consumers have called for a balanced approach, suggesting that platforms should also address issues with dishonest merchants [3][5]. Group 4: Platform Strategy - The introduction of this feature reflects a broader shift in platform strategy, moving away from being a mediator in disputes and instead empowering merchants to manage their advertising more effectively [5][6]. - The platform has also begun implementing a "Real Experience Score" system to enhance product ranking and visibility based on genuine user feedback, aiming to combat fake reviews and improve content quality [7][9]. Group 5: Future Implications - The "High Refund Rate User Blocking" feature may represent just the beginning of a trend towards more personalized advertising based on user behavior and characteristics [10][11]. - As platforms increasingly rely on algorithms to determine advertising visibility, user behavior, including refund rates, may significantly influence what promotions and ads users see [10][11].