淘宝新功能！屏蔽高退款人群

Core Viewpoint - Taobao has launched a "high refund rate user blocking" feature for apparel merchants, allowing them to screen out high refund and abnormal refund groups to reduce negative impacts on their sales performance [1][4]. Group 1: Feature Details - The new feature enables merchants to completely block users with abnormal refund behaviors, such as false claims of non-receipt and return of empty packages [4]. - High refund users are defined as those whose refund rates exceed three times the average of Taobao users over the past 90 days [4]. - Merchants can also reduce exposure to users with higher refund rates, which will help in managing consumer engagement based on their transaction intent and refund behavior [4]. Group 2: Impact on Metrics - While blocking high refund users may lead to a decrease in refund rates, it could also result in a reduction in overall exposure, click-through rates, and order numbers [5]. - The apparel sector has historically faced high refund rates, with women's clothing return rates ranging from 50% to 60%, and some live-streamed women's clothing returns reaching as high as 80% [5]. Group 3: Industry Context - In late April, multiple e-commerce platforms, including Taobao, have eliminated the "refund only" option, allowing merchants to handle refund requests independently after the goods have been received [7]. - The "refund only" policy, while protecting consumer rights, has been criticized for being exploited by some users, negatively impacting legitimate businesses [7][8]. - The cancellation of the "refund only" policy is part of a broader trend among e-commerce platforms to enhance merchant rights and reduce the arbitrary nature of refund requests [8].