壹快评｜巨型吊牌防“蹭穿”？这波站商家！

Core Viewpoint - The article highlights the issue of malicious returns in the e-commerce sector, particularly during promotional events like "Double Eleven," where some consumers exploit return policies, negatively impacting merchants and the overall market environment [1][2][3]. Group 1: Malicious Returns Impact - Malicious returns are primarily driven by consumers who take advantage of the "7-day no-reason return" policy, using online purchases as a "free fitting room" [1][2]. - The return rate in the e-commerce apparel sector is alarmingly high, with women's clothing return rates reaching 50% to 60%, and live-streamed women's clothing returns exceeding 80% [2]. - This behavior increases operational costs for merchants, leading some to exit the market or raise prices, creating a vicious cycle of high return rates and decreased product value [3]. Group 2: Consumer Behavior and Market Dynamics - The article distinguishes between legitimate consumer behavior and malicious exploitation of return policies, emphasizing that the latter undermines fair trading principles and damages trust between consumers and merchants [2][3]. - The perception that merchants are inherently deceitful contributes to a culture where some consumers feel justified in exploiting return policies, which is both unethical and potentially illegal [3]. - A healthy consumption environment requires cooperation between consumers and merchants, as self-serving behaviors ultimately harm both parties [3]. Group 3: Recommendations for Improvement - While the "7-day no-reason return" policy is generally well-received, it should be maintained within a framework of integrity to prevent abuse [4]. - Merchants are encouraged to enhance product quality and service to reduce return rates, while platforms should leverage big data analytics for better customer recommendations [5].