近日,一段视频再次把"网购恶意退货"的话题推上了热搜。尽管事件有了"反转",但近段时间以来,"巨型吊 牌防退货""卖家给衣服上锁"等现象屡上热搜,这背后不仅反映出消费者权益与商家自我保护之间的博弈, 且电商平台规则的制定也仍有完善的空间。 记者 孙佳琪 尹睿 报道 商家退货率高企 最终没有赢家 近日,一位自称商家的网友爆料,自己收到了已经卖出去15天且被人穿脏了的羽绒服,吊牌被拆下,衣服上也 有多处污渍,退货时衣服口袋中甚至留有登机牌。视频中商家愤怒直言:"没见过这样的,真是活不起 了。"此事一出,引起轩然大波。 然而事件却有了最新"反转",当事人苏女士回应称,供货商视频内容不实,自己从收货到退货仅7天,退货主 要因吊牌断裂、怀疑衣物曾被二次销售。至于引发热议的视频,也并非商家发布,而是供货商在不知道消 费者与商家已达成退款退货一致的情况下发的。目前相关视频已删除,苏女士因此事遭受"网暴",目前已 报警。 网购服装有无法试穿的局限性。近年来,为提升消费者购物体验,各大电商平台推出的"七天无理由退换 货"和"运费险"政策都已经成了网购商品的标配。这个本来为保障消费者权益的规则,却被人钻了空子、 变了味儿:买回穿 ...

Core Points - The article discusses the ongoing conflict between women's clothing retailers and consumers regarding the increasing size and complexity of clothing tags, which are now seen as a deterrent to returns [2][4][5] - The rise of oversized tags is a response to high return rates and consumer behavior that exploits return policies, leading to a significant shift in the retail landscape [6][15][26] Group 1: Industry Trends - The trend of oversized tags has become a focal point in the women's clothing industry, with tags now being as large as A4 paper and designed to be difficult to remove [6][11] - Manufacturers are innovating with tag designs, including tamper-proof features and even technology like NFC chips, although the latter is not widely adopted due to cost [12][15] - The introduction of these tags is seen as a cost-effective measure for retailers to mitigate losses from returns, with the cost of oversized tags being significantly lower than the potential losses from returned items [26][27] Group 2: Consumer Behavior - Consumers have adapted to the return policies, often purchasing items with the intent to wear them briefly before returning, leading to a culture of "wear and return" [16][23] - This behavior has resulted in a gray market where individuals exploit return policies for profit, further complicating the relationship between retailers and consumers [23][30] - The article highlights instances where consumers have returned items in unsellable conditions, exacerbating the challenges faced by retailers [18][19] Group 3: Retailer Responses - Retailers are increasingly adopting oversized tags as a last line of defense against return fraud, with reports indicating a significant drop in return rates after implementing these tags [26][27] - The cost of oversized tags is justified by retailers when compared to the high costs associated with returns, which can include shipping, restocking, and loss of sale [27][28] - The ongoing "tag war" reflects a broader struggle within the industry to balance consumer rights with the financial viability of retail operations [30][50]

Core Viewpoint - The article discusses the ongoing conflict between women's clothing retailers and consumers, focusing on the trend of oversized tags as a response to high return rates and consumer trust issues in the fashion industry [4][8][22]. Group 1: Industry Trends - The phenomenon of oversized tags in women's clothing has become a significant topic of discussion, with some tags being as large as A4 paper, serving as a deterrent against returns [10][39]. - Retailers are increasingly using these large tags as a "defense mechanism" against consumers who exploit return policies, with some tags designed to be difficult to remove [17][38]. - The introduction of advanced anti-removal technologies, such as adhesive tags and NFC chips, reflects the industry's adaptation to combat return fraud, although the cost of such technologies can be prohibitive for mass-market brands [19][20]. Group 2: Consumer Behavior - The article highlights a shift in consumer behavior, where some individuals treat online shopping as a "try before you buy" experience, leading to a culture of returning items after minimal use [23][30]. - Instances of collective returns by groups, such as students after events, illustrate the growing trend of consumers exploiting return policies, further straining retailers [30][34]. - The dissatisfaction with women's clothing quality has led some consumers to explore men's and children's clothing, finding better fit and quality, which indicates a significant shift in purchasing preferences [60][63]. Group 3: Economic Impact - High return rates have become a financial burden for retailers, with some reporting return rates as high as 75% to 80%, significantly impacting their profitability [37][52]. - The cost of returns, including shipping and handling, can exceed the original sale price of the items, leading to substantial losses for retailers [39][52]. - The implementation of return policies, such as "seven-day no-reason returns," has inadvertently encouraged a culture of return abuse, complicating the financial landscape for retailers [49][51].

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]