每经记者｜陈婷 每经编辑｜段炼 陈旭 在电商平台普遍推行"仅退款"机制的背景下，一种更隐蔽、技术化的"薅羊毛"新套路正悄然出现。 一个发货时好端端的帽子，怎么就会染上明显的污垢？买家上传的仅退款申诉照片，商品裂纹为何如此不自然？发货时新鲜的苹果，为何会在短短几天内 长满霉斑？ "真是没底线了。"社交媒体上，不少商家反馈称，部分买家存在用AI（人工智能）工具制作虚假图片（以下简称AI假图）申请仅退款的现象，让广大商家 防不胜防。 "疑似案例每天都会有，占比不算高，目前比较依赖员工用经验进行判断。"12月25日，一自营电商平台客服负责人刘恒（化名）向《每日经济新闻》记者 （以下简称每经记者）证实了这一现象的存在。 刘恒表示，这类现象的治理难点首要就卡在对AI假图的识别环节，"就算我们真的识别出来AI痕迹了，但如果客户坚称这个商品真的有问题，我们没有实 证说明客户说谎，有时也只能选择相信这名客户了。" 类似乱象在行业内并不少见。每经记者近日调查发现，现阶段对AI生成假图的识别，仍高度依赖人工肉眼甄别，即便侥幸辨识出异常，后续也往往面临 举证难、追责难的现实困境。 问题随之而来：用户此类造假牟利的行为是否已触碰法律红 ...

Core Viewpoint - The recent case involving a blogger "Qian Wu Liang Kong" has prompted significant changes in the refund mechanism of the second-hand e-commerce platform Xianyu, highlighting the long-standing trust imbalance in C2C transactions [1][2]. Group 1: Changes in Refund Mechanism - Xianyu announced major improvements to its refund mechanism, set to launch by the end of October, requiring seller confirmation for returns and refunds, rather than automatically agreeing to buyer requests for "refund only" [2][4]. - The adjustments are a response to public pressure and reflect the platform's need to enhance user feedback responsiveness, especially as competitors like Pinduoduo and Taobao have already made similar changes earlier this year [4][5]. Group 2: Issues with "Refund Only" Policy - The "refund only" policy, initially beneficial for enhancing shopping experiences, has been exploited by some buyers for malicious refunds and false complaints, leading to significant losses for sellers and a disruption in normal business operations [2][5]. - The need for a more nuanced and humanized dispute resolution mechanism is emphasized, as consumer demand for risk control and better after-sales service has increased post-pandemic [5][7]. Group 3: Trust Crisis in Second-Hand E-commerce - The incident reflects a broader trust crisis in the second-hand e-commerce sector, with Xianyu receiving the highest number of user complaints among similar platforms [10][12]. - The low barriers to entry and the lack of stringent regulations in the second-hand market contribute to the challenges in maintaining trust between buyers and sellers [14]. Group 4: Future of E-commerce Regulations - The cancellation of the "refund only" policy is seen as a sign of industry maturation rather than a reduction in consumer rights, promoting a more balanced ecosystem between consumer protection and seller sustainability [9]. - Continuous improvements in platform governance and transparency of rules are essential for fostering a fair trading environment, which is crucial for the sustainable development of platforms like Xianyu [14].

Core Viewpoint - The recent decision by major e-commerce platforms such as Taobao, Pinduoduo, and JD to completely abolish the "refund only" policy signifies a significant adjustment in the after-sales service rules within the e-commerce industry, prompting a reevaluation of the balance between consumer rights and merchant interests, as well as the responsibilities of platform governance [1] Group 1: Background and Initial Intent of the "Refund Only" Policy - The "refund only" policy was initially introduced by Pinduoduo in 2021 to simplify the after-sales process for consumers, particularly in cases of product quality issues, thereby enhancing the shopping experience and boosting consumer confidence [3] Group 2: Issues and Challenges with the Policy - Over time, the drawbacks of the "refund only" policy became apparent, with some consumers exploiting loopholes to frequently request refunds without returning items, leading to significant financial losses for merchants. In 2024, complaints regarding "refund only" accounted for 33.96% of total e-commerce user complaints [4] Group 3: Necessity of Policy Adjustment - The widespread abuse of the "refund only" policy prompted regulatory bodies to signal the need for governance. The cancellation of this policy is seen as an inevitable trend in the industry's development, aimed at protecting merchant rights and enhancing their operational motivation [5] - By returning the decision-making power regarding refunds to merchants, the cancellation of the policy strengthens their legal rights and encourages them to invest more in product quality and service [5] - The health and sustainable development of the e-commerce ecosystem depend on protecting merchants' reasonable interests, which will attract more quality merchants and combat malicious refund behaviors [6] Group 4: Consumer Rights and Communication - The cancellation of the "refund only" policy does not mean consumer rights will be overlooked. Merchants remain responsible for product quality and must actively communicate with consumers to resolve issues [7] - The increased need for communication between merchants and consumers may raise operational costs for merchants, but it also presents an opportunity to enhance service quality and consumer trust [7] - E-commerce platforms will need to take on greater governance responsibilities, establishing effective complaint handling mechanisms and improving risk control systems to identify malicious refund behaviors [7] Group 5: New Paths for Consumer Rights Protection - Post-cancellation, e-commerce platforms can enhance consumer rights protection by optimizing after-sales service systems, improving product quality supervision, and elevating customer service quality [8] Group 6: Industry Transformation and Trust Building - The cancellation of the "refund only" policy is expected to help the e-commerce industry move away from price competition towards quality and service competition, thereby enhancing overall competitiveness and sustainability [9] - E-commerce platforms will focus on service innovation and differentiation to attract more consumers and merchants, fostering a diverse competitive landscape [9] - By reducing complaints and disputes arising from policy abuse, consumer trust in the e-commerce industry is likely to increase, encouraging more shopping activity [9] Group 7: Future Directions - The complete abolition of the "refund only" policy marks a milestone in the e-commerce industry's evolution, emphasizing the need for enhanced governance and improved after-sales service systems to better meet the needs of both consumers and merchants [10]

Core Insights - Major e-commerce platforms including Pinduoduo, Taobao, Douyin, Kuaishou, and JD.com will completely abolish the "refund without return" policy, allowing merchants to handle refund requests independently after consumers receive goods [1][7] - The "refund without return" policy was first introduced by Pinduoduo in 2021 and has been adopted by other platforms over the years, marking its end in 2024 [1] - The cancellation of this policy follows signals from regulatory authorities during the Two Sessions, indicating a crackdown on the misuse of the "refund without return" rule that has led to significant financial losses for merchants [1][7] E-commerce Platform Developments - Taobao has been actively optimizing its business environment by addressing issues such as AI-generated fake images, "wool party" activities, and illegal store groups, while also introducing measures like real experience scores for stores and commission incentives [2] - Alibaba's platform 1688 announced the cancellation of the "refund without return" policy starting from late March, aligning with the broader industry trend [3][4] Industry Implications - The removal of the "refund without return" policy is expected to shift the e-commerce industry away from chaotic price competition towards healthier competition, ensuring fair business practices for merchants and stimulating consumer activity [7]

Group 1 - The core viewpoint of the article is that major e-commerce platforms in China, including Pinduoduo, Taobao, Douyin, Kuaishou, and JD.com, are abolishing the "refund only" policy, which previously allowed consumers to request refunds without returning products [2] - The adjustment of the "refund only" policy is seen as a move towards promoting healthy competition in the e-commerce industry and protecting merchants' interests, as it aims to reduce malicious refund behaviors that have exploited this policy [2][8] - The role of e-commerce platforms is shifting from being "referees" to "coordinators," emphasizing negotiation between merchants and consumers rather than direct intervention by the platforms [2] Group 2 - In 2023, China's online retail sales reached 15.42 trillion yuan, marking an 11% growth and maintaining its position as the world's largest online retail market for 11 consecutive years [3] - As of June 2023, the number of online shopping users in China reached 884 million, an increase of 38.8 million from December 2022, representing 82% of the total internet users [3] - The growth rate of online retail sales in China has shown a recovery in 2023, with a year-on-year increase of 11.9%, contributing to 32.72% of the total retail sales of consumer goods, which amounted to 47.14 trillion yuan [4]