Group 1 - Taobao has launched a "high refund rate crowd blocking" feature for apparel merchants, allowing them to customize their promotional pages to block high refund and abnormal refund groups, which is currently only available for Tmall and Taobao apparel merchants [1] - This initiative is seen as an important attempt by Taobao to optimize the business environment and combat "involution" in the e-commerce sector, as the "only refund" policy has increased operational pressure on merchants [1][2] - The apparel industry has been particularly affected by high return rates, with women's clothing return rates typically between 50% to 60%, and some merchants experiencing return rates as high as 90% in live-streaming sales [1][2] Group 2 - The high return rates not only increase operational costs for merchants but also severely impact their profit margins and business motivation, making the new feature a significant benefit for merchants by potentially lowering after-sales costs and improving operational efficiency [2] - The launch of this feature reflects a broader trend in the e-commerce industry towards service and quality competition, as platforms seek to enhance the business environment and improve profitability for merchants [2][3] - Since early 2024, e-commerce platforms have been implementing various merchant support policies and measures to optimize the business environment, aiming to balance the interests of merchants and consumers while promoting healthy industry development [3]

Core Viewpoint - The article discusses the recent shift by e-commerce platforms to end the "refund only" policy, which reflects a correction of past aggressive strategies and the necessity to optimize the business environment in the e-commerce industry [1][3]. Group 1: Historical Context of "Refund Only" - Since 2015, the rise of social and live-streaming e-commerce has intensified competition, leading to the proliferation of the "refund only" policy as platforms sought to prioritize user experience [1][2]. - The excessive use of "refund only" has caused significant harm, including increased costs and inefficiencies for merchants, risks of losing quality merchants for platforms, and a decline in shopping experiences for consumers [1]. Group 2: Recent Actions by E-commerce Platforms - In July 2024, Taobao initiated the movement against the "refund only" rule by protecting high-rated merchants and granting them autonomy in after-sales service [2]. - By the end of 2024, several platforms, including JD and Pinduoduo, have announced the cancellation of the "refund only" policy, with Taobao introducing a new store evaluation system to enhance transparency [2]. Group 3: New Growth Demands Behind "Anti-Internal Competition" - The cancellation of the "refund only" policy is a reflection of the broader trend of "anti-internal competition" and the need to optimize the business environment, driven by macro policies and industry consensus [3][6]. - In 2024, China's online retail sales reached 15.52 trillion yuan, a 7.2% increase year-on-year, indicating a need for e-commerce platforms to pursue new growth strategies [6]. Group 4: Strategies for Selecting Quality Merchants - E-commerce platforms are focusing on deep connections with quality merchants, implementing policies to reduce commission rates and operational costs, and promoting advantageous categories like apparel and beauty [7]. - Initiatives such as Taotian's "12 Measures for Merchant Support" aim to create a more equitable environment for merchants by adjusting commission structures and providing incentives [7]. Group 5: Supporting Small and New Brands - Small and new merchants face challenges with high promotional costs and difficulty in gaining visibility, prompting platforms to adjust algorithms to favor quality products and provide fair competition opportunities [8]. - Taotian's "Blue Star Plan" introduces tiered incentives based on merchant evaluation, aiming to enhance natural traffic allocation [8]. Group 6: Technological Empowerment for Evaluation Mechanisms - E-commerce platforms are leveraging technology to create more accurate, transparent, and efficient evaluation systems, such as Taobao's "Real Experience Score" that utilizes AI to filter out false reviews [9]. - The introduction of AI models and blockchain technology aims to combat issues like counterfeit images and ensure traceability in product authenticity [12]. Group 7: Building a Favorable Business Environment - The end of the "refund only" phenomenon signifies a collective shift among e-commerce platforms towards returning to core values of serving consumers and maintaining quality [14]. - This transition encourages adherence to rules among users and revitalizes merchants' confidence in the e-commerce landscape, contributing to a sustainable business environment [14].

以下文章来源于派代 ，作者韩思齐 派代 . 派代深耕电商行业18年，是一家关注电商和消费增长的自媒体，为创业者提供有增长的渠道、新玩法等 信息。商务合作加v：18027262980 作者： 韩思齐 来源：派代（ID：paidaiwang） "本来和姐妹们嬉闹的说过要卖到八十岁的……对不起，爽约了"。 3月17日，拥有190万微博粉丝的网红达人" 李大米Lidami" 发表了一封"暂别信"，宣布关闭 已经营5552天的淘宝女装店。信中没有详细解释闭店的原因，只表示因为开店忽视了对孩子的 陪伴，"养人类小孩需要一些时间，我也顺带养一下三十年前的自己。" 拥有200万粉丝的微博网红李大米宣布关闭经营15年的淘宝店 "李大米Lidami"2010年开始经营淘宝店，是第一批吃到流量变现红利的创业者。截至闭店 前，其淘宝店拥有45.9万粉丝，金冠级别，月销一万多件，复购率超过58%，客服满意度 97%，属于经营数据良好的优质店铺。 突如其来的闭店，固然有个人生活原因，但根本上来说，仍是粉丝粘性难抵行业系统性风险的 写照。 几乎同一时间，平价国货美妆品牌 "NonoNotes奈玑子"也发布了告别信 。该品牌以"微胖女 孩I ...

Core Viewpoint - The article emphasizes the need for e-commerce platforms to shift from a competitive model focused on "robbing merchants" to one that prioritizes "nurturing merchants" for a healthier business ecosystem [9][10][26]. Group 1: E-commerce Platform Strategies - The emergence of platforms like DeepSeek has sparked discussions on optimizing the business environment, highlighting the importance of "streamlining administration, combining management, and optimizing services" [1]. - Platforms should adopt a service philosophy of "no interference unless needed, and responsive to requests," which is essential for a healthy commercial ecosystem [14][23]. - JD.com has entered the food delivery market with a "0 commission" strategy, positively impacting quality and worker protection in the industry [1]. Group 2: Retail Industry Challenges - The retail industry has been trapped in low-level competition, where new stores struggle to survive due to high advertising costs and complex platform rules [2]. - The article notes that the e-commerce sector has reached a point where change is necessary, advocating for long-term ecological development rather than short-term fee reductions [3]. Group 3: JD.com's Merchant Support Initiatives - JD.com has seen a significant influx of merchants, with many choosing to focus on the platform due to its support for third-party sellers, including increased resource allocation and professional guidance [4][12]. - The "Spring Dawn Plan" by JD.com aims to simplify the process for new merchants, offering zero-cost store openings and advertising subsidies, thereby reducing operational complexity [11][20]. - The plan has resulted in rapid growth for new merchants, with some achieving sales figures that rival those of established competitors within months [5][10]. Group 4: Long-term Ecosystem Development - The article highlights a consensus in the industry that the competition among e-commerce platforms has shifted from "robbing merchants" to "nurturing merchants" [9][27]. - JD.com's approach includes significant investments in advertising and support for merchants, with plans to allocate at least 1 billion in advertising subsidies [20]. - The focus on service quality and operational support is expected to enhance the overall ecosystem, allowing merchants to thrive without excessive costs [25][27].