取消“仅退款”的背后：卖家退货越来越多，买家衣服越来越难买

Core Viewpoint - The collective decision by major e-commerce platforms like Taobao, Pinduoduo, and JD to abolish the "refund without return" policy reflects deep-rooted issues within the apparel e-commerce industry, driven by high return rates and consumer dissatisfaction with product quality [1][24]. Group 1: Industry Challenges - Sellers are overwhelmed by high return rates, with some reporting rates as high as 70%-80%, leading to significant profit losses due to return shipping and handling costs [7][10]. - The introduction of the "refund without return" policy in 2021 aimed to protect consumers but resulted in exploitation by some buyers, creating a gray market for refunds and harming sellers [15][22]. - The industry is caught in a vicious cycle where low prices lead to poor quality, further driving up return rates as consumers receive subpar products [17][19]. Group 2: Consumer Behavior - Consumers have become accustomed to the convenience of returning items, often purchasing multiple items with the intent to return most, which inflates costs for sellers [22]. - There is a growing trend among consumers to prefer brands with physical stores or recommendations from acquaintances, indicating a shift towards valuing quality over price [27]. - The demand for quality products is rising, with consumers expressing frustration over the lack of mid-range quality apparel as the market polarizes between cheap and high-end options [23][28]. Group 3: Platform Dynamics - The platforms' decision to remove the "refund without return" policy was intended to relieve pressure on sellers, but it has not resonated well with consumers, leading to trust issues among all parties involved [24][25]. - E-commerce platforms are now attempting to prioritize quality by showcasing stores with higher experience ratings, reflecting a shift in focus from merely low prices to product quality [27][28].