平台治理需兼顾商家与消费者权益

Core Viewpoint - The platform's new measure to allow merchants to block high refund rate customers aims to create a better operating environment for merchants while ensuring consumer protection, highlighting the need for balanced governance between merchants and consumers [1][4]. Group 1: Merchant Perspective - The new feature enables merchants to filter out users with high return rates, particularly targeting those who exploit the "7-day no reason return" policy, which has been a significant issue for the apparel e-commerce sector [2][3]. - Last year's "618" shopping festival saw a staggering 80% return rate for women's clothing, indicating the severity of the problem that this measure seeks to address [2]. - By allowing merchants to focus their advertising budget on potential customers rather than high-risk returners, the measure aligns with sound business logic [2]. Group 2: Consumer Perspective - Consumers may feel uneasy about being categorized as high-risk returners without clear criteria from the platform, leading to concerns about transparency and fairness [3]. - Issues such as misleading product representations and poor quality have exacerbated the return problem, causing frustration among consumers who now face additional costs and potential negative labeling for returning items [3]. - Consumers have expressed a desire for the ability to block high return rate merchants, indicating a demand for reciprocal measures that protect their interests [3]. Group 3: Governance and Policy Implications - The implementation of such measures should involve public consultation and clear communication to ensure that consumer rights are not compromised [4]. - The platform is urged to address prevalent issues like misleading advertising and product quality to maintain consumer trust and satisfaction [4]. - Effective governance in the e-commerce landscape requires collaboration among platforms, merchants, and consumers to ensure fair practices and mutual protection [4].