围剿“仅退款” 电商告别草莽时代

Core Viewpoint - The recent implementation of the "Network Transaction Platform Rules Supervision Management Measures" marks a significant shift in the e-commerce landscape, aiming to combat malicious "only refund" practices that have plagued the industry for years [1][8]. Group 1: Background and Evolution of "Only Refund" Mechanism - The "only refund" mechanism was introduced in 2021 to address the high logistics costs associated with returning perishable goods, allowing consumers to receive refunds without returning items [2]. - Initially intended as a consumer-friendly solution, the mechanism was misused as e-commerce platforms prioritized user retention and customer satisfaction, leading to its expansion across all product categories [2][3]. - The misuse of the "only refund" policy resulted in a surge of fraudulent claims, with consumers exploiting the system to obtain refunds without legitimate reasons [3][4]. Group 2: Impact on Merchants and Industry - The proliferation of malicious refund claims created a detrimental environment for honest merchants, forcing them to either cut costs, lower product quality, or raise prices, ultimately harming the overall market ecosystem [4]. - Reports indicate significant financial losses for merchants due to fraudulent activities, with some individuals exploiting the system to generate substantial profits through repeated "only refund" claims [4][7]. - The situation escalated to the point where the "only refund" mechanism became synonymous with legal exploitation, leading to a crisis in merchant trust and operational viability [4][5]. Group 3: Regulatory Response and Industry Adjustments - In response to the growing chaos, e-commerce platforms began to refine their "only refund" policies starting in late 2024, with measures aimed at protecting merchants and curbing fraudulent activities [6]. - The introduction of the "Network Transaction Platform Rules Supervision Management Measures" in February 2026 explicitly prohibits platforms from forcing merchants to accept malicious refunds, signaling a regulatory shift towards fairer practices [8]. - E-commerce platforms are now implementing new technologies, such as AI for detecting fraudulent claims, and enhancing merchant support systems to restore balance in the marketplace [7][8].