反"内卷"，平台不能当旁观者。快手电商中小商家业务负责人覃天表示，平台要兼顾商家和消费者权益 保护，营造良好消费生态。 "再不能卷价格了！"浙江台州一家眼镜生产企业负责人李岳生深有感触，"过去，台州太阳镜'论斤卖'， 现在靠创新撕掉低端、廉价标签。" "原先，招商拼优惠政策，引发一系列问题；如今，拼营商环境，拼干部作风！"河南焦作市商务局局长 任立宏感慨。 2024年12月举行的中央经济工作会议提出，综合整治"内卷式"竞争，规范地方政府和企业行为。今年7 月召开的中央财经委员会第六次会议强调，"纵深推进全国统一大市场建设，要聚焦重点难点，依法依 规治理企业低价无序竞争，引导企业提升产品品质，推动落后产能有序退出""规范地方招商引资"。 浙江台州临海市一家企业车间，工人在操作眼镜智能制造 设备。 临海市委宣传部供图 在快手平台，消费者收到货后，只有与卖家协商达成一 致，才可"仅退款不退货"。 钟 灵摄 河南焦作武陟县招商团队到目标企业招商。 王琳锋摄 引 子 前一段时间，各大电商平台宣布对"仅退款"机制调整优化，未来平台不再主动介入消费者收货后"退款 不退货"申请。 近日，记者走进北京市、浙江台州市、河南焦作市 ...

Core Viewpoint - The shift in e-commerce platforms from supporting "refund only" policies to prioritizing seller interests reflects a significant change in the domestic e-commerce ecosystem, driven by the realization that the previous approach was exploited by consumers, leading to adverse effects on merchants and overall market health [1][3][9]. Group 1: Changes in E-commerce Policies - E-commerce platforms, including Taobao, have begun to implement features that allow merchants to screen out high refund rate customers, indicating a move towards protecting seller interests [3][10]. - The "refund only" policy, initially introduced to combat low-quality goods, has been found to be detrimental as it encouraged exploitative behavior among consumers, leading to a toxic shopping environment [4][8]. Group 2: Market Dynamics and Consumer Behavior - The rapid growth of the e-commerce market has masked the underlying conflicts between consumers and merchants, which have now surfaced as the market matures and enters a "stock stage" with limited growth potential [6][9]. - The prevalence of "refund only" policies has led to a situation where legitimate businesses suffer while exploitative consumers benefit, prompting platforms to reconsider their strategies [8][9]. Group 3: Industry-Specific Considerations - The fashion industry, characterized by high turnover rates, is particularly affected by refund policies, as unsold seasonal items can lead to significant financial losses for merchants [10][11]. - Taobao's decision to pilot the screening feature in the fashion sector is aimed at reducing costs for merchants by limiting exposure to high refund rate customers, thereby enhancing operational efficiency [10][11].

Group 1 - Taobao has launched a "high refund rate user blocking" feature for apparel merchants, allowing them to completely block high refund and abnormal refund groups [2][4] - The abnormal refund group includes users who engage in fraudulent return behaviors, while the high refund group consists of users with a refund rate exceeding three times the average of Taobao users over the past 90 days [4] - This feature aims to reduce negative impacts on merchants by lowering exposure to high refund rate users, although it may also decrease overall exposure, click-through rates, and order numbers [4] Group 2 - Major e-commerce platforms, including Taobao, have recently canceled the "refund only" policy, allowing merchants to handle refund requests independently after the goods have been received [6][7] - The "refund only" policy was initially introduced to protect consumer rights but has been exploited by some users, negatively impacting legitimate merchants [6][7] - In 2024, the "refund only" policy has become a standard in the domestic e-commerce industry, leading to ongoing adjustments by platforms to mitigate its arbitrary application [7]

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].

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].

Core Viewpoint - The article discusses the significant shift in China's e-commerce landscape, particularly the potential cancellation of the "return-only refund" policy, which has been a crucial consumer protection mechanism [2][3][4]. Group 1: E-commerce Policy Changes - Major e-commerce platforms such as Pinduoduo, Taobao, Douyin, Kuaishou, and JD.com are set to eliminate the "return-only refund" option, leaving refund decisions to individual merchants [3][4]. - The absence of public announcements from these platforms regarding the cancellation of the policy suggests a covert implementation of this change [4]. Group 2: Consumer Complaints and Issues - In 2024, consumer complaint organizations in China received 1.76 million complaints, a 32.62% increase from the previous year, with after-sales service issues accounting for 29.67% of complaints [6][7]. - Issues related to product quality and false advertising also contribute significantly to consumer grievances, indicating a persistent problem in the e-commerce sector [6][8]. Group 3: Implications for Consumer Rights - The removal of the "return-only refund" policy raises concerns about how consumers will protect their rights when faced with unsatisfactory products [29][30]. - The article highlights the long and arduous process consumers face when seeking refunds, often leading to frustration and abandonment of claims [10][11]. Group 4: Comparison with International Practices - In contrast, Amazon has expanded its "returnless refund" policy, which has been shown to increase brand trust by 20% and boost loyalty consumer spending by 1.7 times compared to regular consumers [26][27]. - The article suggests that U.S. retailers are not deterred by refund abuse ("sheep shearing") because they prioritize long-term consumer trust and satisfaction [27]. Group 5: Future of Consumer Protection - The article questions the effectiveness of current consumer protection mechanisms in China, suggesting that without the "return-only refund" policy, consumers may struggle to assert their rights [29][30]. - The ongoing evolution of consumer rights in China reflects a broader struggle between consumer protection and merchant interests, with potential implications for overall market trust and consumer spending [31][33].

Core Viewpoint - Major e-commerce platforms in China have announced the cancellation of the "refund only" policy, which was initially aimed at protecting consumer rights but has led to significant issues for merchants [1][12][15] Group 1: Background of "Refund Only" Policy - The "refund only" policy was introduced by Pinduoduo in 2021, inspired by Amazon, primarily to address issues with perishable goods [2][4] - Initially, the policy was beneficial for both consumers and merchants, allowing for a more convenient transaction process without the need for returns [2][4] Group 2: Expansion and Impact of the Policy - The policy quickly became standard across major platforms like Taobao, JD.com, Douyin, and Kuaishou, leading to a competitive advantage for those offering it [4][5] - Pinduoduo saw a 135% increase in repurchase rates after implementing the policy, demonstrating its initial effectiveness in attracting consumers [5] Group 3: Issues Arising from the Policy - The policy has been exploited by some consumers, leading to a rise in fraudulent activities and significant losses for merchants, with some reporting losses exceeding 600,000 yuan [9][10][11] - A black market emerged, with individuals taking advantage of the policy to profit from "zero-cost purchases" [9][11] Group 4: Cancellation of the Policy - Platforms like JD.com and Taobao have begun to phase out the "refund only" policy, with JD.com starting on April 30 and Taobao planning to follow in July [1][12] - The cancellation aims to restore fairness for merchants, allowing them to negotiate refunds directly with consumers [13][15] Group 5: Future of E-commerce - The industry is expected to evolve, focusing on balancing consumer and merchant rights while improving product quality and service [15][17] - Regulatory bodies have shown interest in addressing the misuse of the "refund only" policy, indicating a shift towards more equitable practices in the e-commerce sector [15][17]

" 关于 ' 仅退款 ' ，已经不只是一个消费者意愿的问题，更是一个商业模式乃至制度的大讨论。 " 文 / 巴九灵（微信公众号：吴晓波频道） " 电商平台要取消 ' 仅退款 ' 了？ " 近日，多家平台传出即将调整 " 仅退款 " 政策的风声，相关话题迅速冲上微博热搜榜首， " 电商平台全面取消仅退款 " 的词条阅读量冲破 2.5 亿，讨论数超过 4.5 万，支持与不支持的网友们各执一词，吵得不可开交。 "' 仅退款 ' 让薅羊毛的人越来越多，最后的成本都转嫁到不怎么 ' 仅退款 ' 的用户头上。 " " 网购的商品老是货不对板，退货又要协商运费又要寄快递，有时候运险费还不能完全覆盖寄回去的运费，麻烦得很。 " 为此，吴晓波频道发起了一份关于 " 仅退款 " 的问卷调查。截至发稿，共收集到 180 份答卷。 这群受访者中，每月网购花费在 500— 2000 元之间的消费者占比近一半，而每月网购在 200—500 元、 2000 元以上的人数分别占比约 25% 。 点击图片▲立即试听 值得一提的是，尽管大家热议仅退款，但真正使用过的人却并不多，在我们调研的 180 位消费者中，使用过 " 仅退款 " 功能的仅有 ...

Core Viewpoint - Major e-commerce platforms in China, including Pinduoduo, Taobao, Douyin, Kuaishou, and JD, will abolish the "refund without return" policy, allowing merchants to handle refund requests independently after consumers receive their goods [1][8]. Group 1: Reasons for Policy Change - The "refund without return" policy has led to significant abuse, with one in three orders requesting such refunds, often using frivolous reasons [2][5]. - Reports indicate that some consumers have exploited this policy to obtain products without payment, while merchants have engaged in fraudulent activities to exploit platform subsidies [5][7]. - The decision to cancel this policy is a response to a growing imbalance in the e-commerce ecosystem, aiming to correct the situation rather than undermine consumer rights [8][10]. Group 2: Impact on Stakeholders - The cancellation of the policy will significantly affect "wool party" exploiters and gray market operations, which will face severe challenges [9]. - Consumers may initially find the refund process more complicated and may resist the change due to disrupted habits [10]. - Small and medium-sized merchants will need to enhance service and after-sales quality to remain competitive, as poor service could lead to exclusion from the market [11]. Group 3: Long-term Implications - The change is expected to lead to a reconstruction of trust mechanisms, where malicious refund seekers will be deterred, and honest consumers' rights will be better protected [13]. - Consumer rights will still be safeguarded under existing laws, promoting a more standardized approach to rights protection [14]. - The e-commerce landscape is anticipated to shift from price competition to a focus on service quality, with platforms evolving from rule enforcers to ecosystem managers [15][16].

在大众的印象里，"仅退款"这一售后政策属于国内平台原创，而真正的祖师爷是亚马逊，于2017年推出该政策，直到2021年，拼多多也上线了"仅退 款"。 "仅退款"的出现是为了减少售后流程、优化用户体验、惩戒不良商家，当消费者购买到问题商品时，顾客可发起"仅退款"，面对产品质量差、差评过多 的商品，系统会给予支持。 如《人民网》评价 "仅退款"的设计初衷有其积极意义，「一来可有效维护消费者的合法权益；二来可有力震慑一些商家，使得他们不敢以次充好。有 了"仅退款"，消费者少了后顾之忧，在平台购物更趋积极，无疑可提升平台的人气。」 在此后的两年时间里，关于"仅退款"的讨论并无多大声量，直到2023年底，淘宝、抖音、京东、快手等也相继加入阵营，随后"仅退款"开始进化为一场 飓风，掀起滔天骇浪。 从"二选一"到"仅退款"，电商平台间的竞争或多或少都损害了商家的利益。 作者 | 李小霞 编辑 | 乔芊 "仅退款"将要成为历史。 据澎湃新闻报道，拼多多、淘宝、抖音、快手、京东等多个电商平台将全面取消"仅退款"，消费者收到货后的退款不退货申请，将由商家自主处理。 实际上，早在去年就有消息传出，而今靴子触地， 标志着这场始于20 ...