Core Insights - The article discusses the rising return rates in the women's apparel e-commerce sector in China, highlighting the drastic measures taken by merchants, such as the introduction of oversized tags, to combat the issue of excessive returns [2][6][11] Group 1: Return Rates and Their Impact - The return rate for women's clothing on e-commerce platforms has reached 50%-60%, with live-streaming e-commerce seeing rates as high as 70%-80% [6] - During major sales events like "Double 11," some merchants report return rates exceeding 90%, indicating a systemic issue rather than a temporary fluctuation [6][11] - High return rates are not just a loss of sales but threaten the entire business model, as logistics costs and reverse processing add significant financial strain on merchants [11][12] Group 2: Merchant Strategies - Merchants are implementing large, conspicuous tags to deter "malicious returns," aiming to establish a clear definition of "unused" products [7][8] - The design of these tags is strategic, making it difficult for consumers to wear items without removing the tag, thus increasing the cost of "using" the product for those who intend to return it [7][8] - This approach, however, risks alienating genuine customers who may feel distrusted and have their shopping experience negatively impacted [8] Group 3: Platform Influence - E-commerce platforms have contributed to high return rates by creating a user-friendly return policy that has effectively turned the return process into a "free trial" for consumers [5][6][13] - The platforms benefit from increased user engagement and sales volume while shifting the financial burden of returns onto merchants [13][14] - The article suggests that platforms could leverage their data and algorithms to address these issues more effectively rather than relying on punitive measures against merchants [16] Group 4: Underlying Issues - The phenomenon of high return rates is exacerbated by discrepancies between product expectations and reality, often due to misleading marketing practices [14][15] - The article argues that the focus should shift from punitive measures to improving product quality and customer trust to reduce the desire to return items [16]