随着退货问题成为行业"痛点"，电商平台开始改良运营机制、技术手段。 电商治理从"追求便捷体验"走向"追求平衡效率与公平"，不只关乎售后规则的修订，更是行业在高速增 长后迈向规范化与高质量发展的必然路径。未来退货率能否进入合理区间、消费者权益与商家利益能否 更好兼顾，将成为衡量中国电商生态成熟度的新指标。 "仅退款"漏洞成"职业退货人"温床 随着高退货率、"仅退款"引发的争议日益集中，多个主流电商平台正在逐步调整曾被广泛应用的"仅退 款"售后机制。 这一方向意味着，出台之初为了提高消费体验、减少小额退货成本的"仅退款"，在"狂飙突进"之后正在 回归更合理的责任分配逻辑。 "电商平台退货率之所以高，逻辑在于平台商家可替代性强，平台从不缺商家，即便有商家退出，也有 其他商家承接替代。而对于消费者，一旦某个政策或者个案没处理好，就有可能造成流失。所以，用户 为王是互联网平台经济永恒的不二法则。"中国商业联合会直播电商工作委员会副会长、国内电商智库 网经社电子商务研究中心主任曹磊说。某平台商家在接受记者采访时对此深有同感："平台的'7天无理 由''仅退款'等措施，目的是保护消费者。只有赢得消费者，才能够赢得市场。"同时 ...

Core Viewpoint - The introduction of a new feature on Taobao allows merchants to screen out high refund rate customers, which is expected to improve the quality of targeted promotions and increase transaction rates for merchants [1][3]. Group 1: New Feature on Taobao - Taobao has launched a feature enabling merchants to block high refund rate customers during targeted promotions, allowing for a complete block of 100% of abnormal refund customers [3]. - This feature is currently in beta testing and is only available to merchants in the Tmall and Taobao apparel sectors, with plans for broader application depending on merchant feedback during paid promotions [3]. Group 2: Changes in Refund Policies - Multiple e-commerce platforms, including Taobao, have announced significant adjustments to their "refund only" policies, shifting the responsibility of handling refund requests to merchants and consumers [4][5]. - The cancellation of the "refund only" option means that platforms will no longer intervene in refund requests after the consumer has received the goods, promoting direct negotiation between sellers and buyers [5]. - Taobao and Tmall will introduce a new store evaluation system called "Real Experience Score," which will be linked to product quality, logistics speed, and service guarantees, incentivizing merchants to enhance their offerings [5].