每经评论员 杜恒峰 近期，网购服装搭配"巨型吊牌"的话题持续引发热议。这些吊牌有的尺寸堪比A4纸，有的则密密麻麻 印着"试穿请保留吊牌，拆除不退不换"等警示语。商家此举并非无端为之，而是应对"7天无理由退 货"规则下恶意退货行为的无奈之举——部分消费者借"试穿"之名行"蹭穿"之实，试穿后无理由退货， 已让服饰类等电商商家不堪其扰。 其一，"你有张良计，我有过墙梯"。有人用剪刀小心剪开吊牌绳试穿后重新系上，还有的用夹子将吊牌 夹在内侧继续穿。北京一位羽绒服商家表示，最开始也使用了巨型吊牌，但效果有限，后升级到3元的 密码锁后，恶意退货情况明显减少。不过，即便是密码锁的效果也很难维持，因为其很容易被破解，所 谓的"破解攻略"还可能被广泛传播。 其二，防御成本不断攀升，商家难以承受。巨型吊牌已催生出专门的产业链，从设计、印刷到运输，一 套定制吊牌成本可达8元，吊牌支出会吞噬商家大量利润，导致很多商家难以承受。 其三，严重损害消费者体验与品牌形象。茵曼服装创始人曾直言，退货率上升是行业通病，如果使用巨 型吊牌，消费者的反馈可能是"这衣服怎么这么廉价了""品牌形象直接被拉low（低劣）"，看似省了退 货率下降的钱，实则 ...

每经编辑｜金冥羽 图片来源：封面新闻 11月24日，话题"有人破解巨型吊牌继续蹭穿"冲上热搜。 最近，有商家为了防止"蹭穿"，推出"巨型吊牌"，引发广泛关注。不少商家给服装挂上了尺寸夸张的吊牌，不仅"比脸还大"，还密密麻麻写满警告："试 穿请保留，拆除不退不换。"更有甚者在拉链上挂密码锁，消费者确认收货后才会告知密码。商家表示，这是对"七天无理由退货"政策被滥用的无奈反 击，通过物理限制降低恶意退货行为。 图 源：小红书用户 中国国际电子商务中心电子商务首席专家李鸣涛认为，面对高退货率的困境，巨型吊牌或许能解商家一时之困，但并非长久之计。解决电商平台高退货率 问题，需要思考买卖双方如何重构信任，平台也应该探索更加完善的保障机制。"平台可以在针对消费端的信用评级做更多的探索。比如消费者一旦在一 个平台上的信用等级受损，比如高频次退货、恶意退货，就会影响其他权益。" 李鸣涛建议："从整体上看，恶意退货只是一小部分消费者的行为，根本上解决问题要'疏堵'结合，提升整体的服务环境。再辅以消费信用等级分、法律 法规等制度规则的完善，避免钻规则漏洞的行为发生。" 关于巨型吊牌，你怎么看？ 编辑|金冥羽 杜恒峰 据此前报道， ...

最近，"巨型吊牌防退货"的话题引发关注。不少商家给服装挂上了尺寸夸张的吊牌，不仅"比脸还 大"，还密密麻麻写满警告："试穿请保留，拆除不退不换。"更有甚者在拉链上挂密码锁，消费者确认 收货后才会告知密码。四川一吊牌生产商表示，今年"双十一"前三个月，巨型吊牌的订单量高达七八十 万套。 这些看起来又丑又笨重，大到可以把人"扇飞"的巨型吊牌，怎么就成了服装行业的"最大创新"？主 要的原因，在于穿完再退近乎成了商家无解的心病。广州一位从事女装电商的李女士就表示，自家店铺 年销售额约800万元，退货率高达75%。退货率为啥这么高？不排除有因质量瑕疵导致的正常退货，但 也有"蹭穿"后的恶意退货。 这样的例子并不鲜见。比如，山东菏泽一位女店主反映，今年4月底，沈阳一职业技术学校60多个 学生在4月底集体网购衣服，参加完运动会后又集体以"质量问题"为名退货退款，商家收到的衣服沾满 草屑泥土。随后这个服装的链接被封了三个月，损失8000块左右。为什么这种现象会愈演愈烈？主要还 是七天无理由退货以及退货险的制度设计，让"白嫖党"有了可乘之机。 不必讳言，七天无理由退换货制度的推出，本意是为了保障消费者的后悔权，但在众多平台无限 ...

女装商家和消费者啥时候停战？ 文｜卢力麟 编辑｜王泽轩 来源｜Vista氢商业（ID：Qingshangye666） 封面来源｜视觉中国 俗话说，"时尚就是上身基础，下身就不基础。"在刚刚过去的双11，比这个更权威的口诀出现了，那就是"衣服基础，吊牌就不基础。" 很多人在社交媒体平台上分享，自己买到的衣服吊牌快跟衣服一样大了，一片摞一片就像挂了一本杂志在上面，"多买几件都能拼成一本书了。"而这并不是 个例。许多消费者发现，女装的吊牌已经开始刮起了"越做越大"的风，有的大到能当餐垫，硬到能防身。 小红书@一只毒蘑菇 有消费者调侃："以前买衣服看款式，现在买衣服得先掂量一下吊牌的负重能力。" 这些吊牌的存在感如此之强，以至于有人戏称其为"衣服上最沉重的配 饰"。 在这个如A4纸一般大的吊牌背后，是整个女装行业在高退货率与消费信任之间的艰难平衡。当消费者购买女装和商家处理退货都变成一个技术活的时候， 我们不禁要问：女装为啥这么难搞？这场商家和消费者之间的博弈究竟何时才能停止？ 图 源 ： 巨型吊牌， 国内女装行业"最大创新"？ 如果你参与了刚刚过去的双11，可能会发现一个有趣的现象，那就是女装讨论焦点除了参差的版型 ...

以下文章来源于Vista氢商业 ，作者王泽轩 Vista氢商业 . 关心都市白领的消费生活 提供易懂有趣的品牌报道 女装商家和消费者啥时候停战？ 文 ｜ 卢力麟 编辑 ｜ 王泽轩 来源｜ Vista氢商业（ID：Qingshangye666） 封面来源 ｜ 视觉中国 俗话说，"时尚就是上身基础，下身就不基础。"在刚刚过去的双11，比这个更权威的口诀出现了，那就是 "衣服基础，吊牌就不基础。" 很多人在社交媒体平台上分享，自己买到的衣服吊牌快跟衣服一样大了，一片摞一片就像挂了一本杂志在上面， "多买几件都能拼成一本书了。" 而这并不是个例。许多消费者发现，女 装的吊牌已经开始刮起了"越做越大"的风，有的大到能当餐垫，硬到能防身。 图源：小红书@一只毒蘑菇 有消费者调侃："以前买衣服看款式，现在买衣服得先掂量一下吊牌的负重能力。" 这些吊牌的存在感如此之强，以至于有人戏称其为"衣服上最沉重的配饰"。 在这个如A4纸一般大的吊牌背后，是整个女装行业在高退货率与消费信任之间的艰难平衡。当消费者购买女装和商家处理退货都变成一个技术活的时候，我们不禁要问： 女装为啥这么 难搞？这场商家和消费者之间的博弈究竟何时才能停止？ ...

巨型吊牌的火爆，还衍生出了产业链。今年"双十一"前三个月，一家来自四川的吊牌生产厂商就接到了上千个商家咨询，巨型吊牌的订单 量，更是高达七八十万套。 央视网消息：最近，不少消费者收到的网购服装，发现衣服上的吊牌比脸还要大。不仅大，吊牌上还密密麻麻地写满了警告："试穿请保 留，拆除不退不换"。为什么会这样呢？据商家们反映，因为经常有一些消费者，利用平台"七天无理由退货"规则，免费"蹭穿"新衣服。而且 越是新潮、高价的女装，这种现象就越明显。 有网友评论说，"巨型吊牌"是商家针对"试穿党"的物理防御，而本质上却是围绕"七天无理由退货"规则的极限拉扯。在电商拓荒时代，这 原本是建立线上购物信任的"基石"，但在争夺客户流量的今天，该如何防止规则被滥用，值得思考。 ...

Core Viewpoint - The rise of oversized tags in the fashion industry is a response to the abuse of the "seven-day no-reason return" policy by consumers, leading to increased costs and operational challenges for merchants [1][2][3] Group 1: Merchant Challenges - Merchants are facing significant losses due to consumers treating them as free fitting rooms, with returned items often being damaged or used [2] - The introduction of large, hard tags aims to deter consumers from returning worn items, as they are difficult to hide and uncomfortable to wear [1][2] - Merchants report that despite implementing various anti-return measures, such as large tags and security features, the problem persists, leading to increased operational costs [1][2] Group 2: Industry Response - The demand for oversized tags has created a new industry segment, with tag manufacturers seeing a surge in orders, particularly around major shopping events like "Double Eleven" [2] - The production of these tags has evolved, with manufacturers developing various designs, including ribbon tags and lock mechanisms, to combat return abuse [1][2] - The trend of oversized tags has become a shared solution among female clothing merchants, indicating a collective struggle against return fraud [2] Group 3: Consumer Behavior and Regulation - The misuse of the return policy is not limited to the women's clothing sector but is most evident there, prompting calls for regulatory measures to prevent abuse [3] - There is a recognition that the current return policy framework may need adjustments to protect merchants from undue losses while balancing consumer rights [3] - The lack of clear standards for returned goods complicates the situation, as merchants are often left with unsellable items due to the condition in which they are returned [3]

Group 1 - The phenomenon of "giant tags to prevent returns" has become a trend among merchants during this year's Double Eleven shopping festival, as they face high return rates, particularly in women's clothing, which exceeds 80% [3][4] - Merchants have started using oversized tags, comparable to A4 paper, to deter consumers from returning items after wearing them, as these tags increase discomfort and visibility [3][6] - The high return rates in the e-commerce sector, particularly for women's clothing, are driven by consumers exploiting the "seven-day no-reason return" policy, leading to significant economic losses for merchants [4][9] Group 2 - The rise of giant tags is a response to the growing issue of malicious returns, where consumers use the return policy to take advantage of free clothing [6][7] - The use of giant tags reflects a breakdown of trust in the e-commerce market, as merchants assume all consumers may be potential returners, which can alienate honest customers [9][10] - The introduction of giant tags has created a dilemma for merchants, balancing the need to reduce returns while maintaining customer flow, as the negative shopping experience may lead to a decrease in conversion rates [10][12] Group 3 - To address the challenges posed by high return rates, the e-commerce market should consider implementing effective mechanisms and technologies, such as AI and big data, to improve return verification processes [12] - The integration of VR and AR technologies could enhance the online shopping experience, helping consumers better understand products before purchase, thereby reducing returns [12] - Exploring fairer return policies, such as tiered return shipping fees and encouraging consumer feedback, could foster better interactions between merchants and consumers [12]

Core Viewpoint - The introduction of "giant tags" by e-commerce merchants aims to combat high return rates, particularly in women's clothing, by making it uncomfortable for consumers to wear items before returning them [1][2][7]. Group 1: E-commerce Challenges - The "seven-day no-reason return" policy, intended to protect consumer rights, has been exploited by some consumers, leading to high return rates of around 60% to 90% for certain platforms [2][4]. - Merchants report that many returned items show signs of wear, complicating the resale process and increasing operational costs [7][8]. Group 2: Merchant Strategies - Merchants like Xiao Ma have switched from small tags to A4-sized hard tags to deter consumers from trying on clothes and returning them [2][3]. - The placement of giant tags has been strategically adjusted to minimize the chances of being removed or overlooked by consumers [3][5]. Group 3: Consumer Reactions - Consumer feedback on giant tags is mixed, with some supporting the initiative to prevent receiving worn items, while others criticize the negative impact on the trial experience for genuine buyers [4][7]. Group 4: Expert Insights - Experts suggest that while giant tags may provide a temporary solution to high return rates, they do not address the underlying issues of trust and consumer behavior [8][9]. - A more comprehensive approach involving improved trust mechanisms between consumers and merchants, as well as enhanced service quality, is recommended to reduce return rates sustainably [8][9].