双11未到退货率飙升，淘宝商家控诉“外卖补贴引来太多羊毛党”

Core Insights - The current "Double Eleven" shopping festival is impacted by the influx of traffic from the food delivery sector, leading to a significant increase in return rates among e-commerce sellers [1][4] - Many sellers report that despite increased traffic, conversion rates have not improved, indicating that a large portion of the new users are non-purchasing visitors [4][10] - The phenomenon of "only browsing without buying" has become more pronounced, with sellers expressing dissatisfaction with the current sales performance compared to previous years [1][3] Group 1: E-commerce and Delivery Dynamics - The integration of food delivery services into the e-commerce platform has altered the consumer base, resulting in a rise in ineffective traffic characterized by users who browse but do not purchase [4][10] - Sellers have noted that the efficiency of marketing tools like Taobao's direct traffic service has decreased, likely due to the influx of new users from the food delivery sector [4][6] - The high return rates, with some sellers reporting increases of up to 20%, suggest that the low-cost delivery promotions have attracted price-sensitive consumers rather than loyal customers [4][10] Group 2: Strategic Implications for Alibaba - Alibaba's strategy aims to merge food delivery and e-commerce to create a comprehensive consumer platform, referred to as the "Big Taobao Strategy" [7][9] - Despite the strategic intent, the actual consumer behavior indicates that the relationship between food delivery and e-commerce is superficial, with many users not converting to actual purchases [10] - The significant financial investment in the food delivery sector, estimated at 300-400 billion yuan from July to September, has led to resource allocation issues within the e-commerce platform [10][12] Group 3: Market Trends and Seller Sentiment - The trend of increasing return rates in e-commerce has been exacerbated by the competitive pricing strategies in the food delivery market, indicating a potential long-term challenge for online retailers [3][10] - Sellers are expressing concerns about being used to support the food delivery sector at the expense of their own e-commerce operations, highlighting a need for clearer strategic direction [12] - The expectation of a seamless integration between food delivery and e-commerce remains unfulfilled, as evidenced by the ongoing challenges faced by sellers during the current shopping festival [10][12]