黑猫投诉2025年度服饰领域投诉数据报告：服饰行业回复率差异明显

Core Insights - The report highlights a significant increase in complaints within the apparel sector, with nearly 40,000 complaints recorded in 2025, marking a 31.23% increase from 2024 [2][12] - The data indicates a strong correlation between complaint volumes and major e-commerce promotional events, particularly during pre-sale phases of events like Double 11 [2][12] Complaint Volume and Trends - The total complaint volume in the apparel sector reached close to 40,000, with a notable spike during major promotional events, especially Double 11, where daily complaints peaked at nearly 200 [2][12] - Complaints related to clothing accounted for 70.43% of the total, with common issues including poor product quality, difficulties in returns and exchanges, and discrepancies in product descriptions [2][12] Specific Product Complaints - Complaints regarding down products surged by over 60% in 2025, totaling more than 3,700 complaints, reflecting heightened consumer awareness and ongoing quality issues within the industry [3][13] Brand Response Rates - Among the top ten footwear and apparel brands, companies like FILA, Anta, Li Ning, NIKE, and Uniqlo demonstrated high responsiveness to consumer complaints, with response rates exceeding 95% [4][15] - In contrast, brands such as New Balance and ZARA did not respond to any consumer complaints, resulting in a response rate of 0% [4][15] Demographics of Complainants - The majority of complaints originated from consumers aged 20-40, who accounted for 91.43% of the total complaints, indicating a trend of younger consumers being more active in voicing their grievances [5][16] Geographic Distribution of Complaints - Guangdong province led in complaint volume with an 11.55% share, followed by Jiangsu and Shandong provinces at 8.47% and 8.04% respectively, while Zhejiang and Henan had lower complaint rates [6][17]