为了打破高退货率，抖音电商重点照顾“优等生”

Core Viewpoint - Douyin E-commerce has launched a "suggest priority recovery" label to help merchants identify consumers with a "high intention to purchase" and encourage them to negotiate returns, repairs, or partial refunds to recover orders, aiming to reduce the return rate [1] Group 1: Douyin E-commerce Initiatives - The new label function is currently available only to select categories of merchants [1] - Douyin E-commerce's initiative reflects a broader trend among e-commerce platforms to address rising return rates, which can negatively impact profit margins and brand reputation [1] - Other platforms, such as Taobao, have also introduced features like "refund analysis" to help merchants understand the reasons behind returns [1] Group 2: Industry Trends - The return rate for e-commerce has been increasing, with a reported compound annual growth rate of 22.7% for reverse logistics from 2019 to 2023, and an expected 20.7% growth from 2023 to 2028 [2] - Douyin E-commerce faces challenges related to high return rates, particularly due to the nature of live commerce and recommendation algorithms that lead to consumer indecision [5] - The high return rate has become a point of criticism for Douyin E-commerce, with false claims circulating on social media about excessively high return rates [5] Group 3: Merchant Strategies - Merchants are encouraged to use compensation offers as a common and effective method to resolve transaction disputes [5] - Previous initiatives by other platforms, such as Pinduoduo's "retention card" feature, show a trend towards helping merchants retain customers after refund requests [7] - While offering compensation may provide short-term relief, it could potentially disrupt the platform's product evaluation system and lead to misallocation of resources [7] Group 4: Preventive Measures - Douyin E-commerce could consider preventive measures, such as implementing features to screen high-refund customers, similar to those introduced by Taobao [9] - Addressing the high return rate may require optimizing the live commerce model rather than solely relying on post-transaction recovery strategies [9]