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女装网购退货率为啥这么高?
Ren Min Ri Bao Hai Wai Ban·2025-07-16 23:59

Core Viewpoint - The high return rate in the women's clothing e-commerce sector is attributed to various factors, including consumer expectations, product quality discrepancies, and sizing inconsistencies, leading to a significant challenge for both consumers and retailers [6][10][11]. Group 1: Consumer Behavior and Expectations - Consumers are increasingly ordering more clothing items online but finding it harder to keep them, resulting in a return rate where 50% to 60% of women's clothing is returned [7][8]. - A study by 36Kr Research Institute indicates that the return rate for women's clothing is particularly high, with live-streamed sales seeing rates as high as 80% [7]. - Many consumers report that the quality of items received often does not match their expectations based on online representations, leading to dissatisfaction and returns [9][10]. Group 2: Quality and Sizing Issues - The complexity of women's clothing design contributes to the difficulty in finding suitable fits, as different body types can drastically change how a garment looks [9]. - There is a notable inconsistency in sizing standards across different retailers, causing confusion and leading to returns when items do not fit as expected [12]. - Retailers often prioritize low-cost production, which can compromise quality, resulting in garments that do not meet consumer expectations [10][11]. Group 3: E-commerce Platform Dynamics - E-commerce platforms have simplified return processes, which, while consumer-friendly, have also led to some consumers abusing the system, treating online stores as "free fitting rooms" [13][14]. - Platforms are implementing measures to address high return rates, such as using big data for better size recommendations and quality assessments, which have reportedly reduced return rates by 2 to 3 percentage points [15]. - The introduction of features like "return treasure" aims to encourage consumers to try new products while helping retailers manage return costs more effectively [15].