Core Viewpoint - JD's new "price difference exchange" feature transforms the traditional return process, allowing users to exchange items for any product on the platform, thus enhancing user experience and potentially increasing sales for merchants [1][10]. Group 1: Transformation of E-commerce Service Logic - The traditional return process is reactive, often leading to returns due to out-of-stock items, with over 60% of return requests resulting in returns instead of exchanges [3][6]. - The "price difference exchange" allows users to select from a wide range of products, effectively breaking the limitation of only exchanging for the original item, thus providing users with more choice and convenience [3][5]. Group 2: Merchant Growth Opportunities - The new feature converts return risks into new order opportunities, as users can use the original order amount to purchase new items, potentially increasing overall order volume [5][6]. - Merchants can benefit from "zero-cost customer acquisition" as users may discover new products from different stores during the exchange process, leading to increased sales without additional advertising costs [5][6]. Group 3: Enhanced User Engagement and Service Strategy - The "price difference exchange" shifts the focus from merely completing transactions to fostering ongoing relationships with users, integrating personalized recommendations into the after-sales process [8][9]. - The simplified process enhances user experience by minimizing complexity, allowing users to focus on selecting new products while the platform manages the backend operations [8][9]. Group 4: Industry Standard Reconfiguration - JD's initiative signals a potential shift in e-commerce service standards, as users may expect similar features from other platforms, raising the bar for customer service across the industry [9][10]. - The competitive landscape is evolving from price and logistics wars to service wars, with the ultimate goal of enhancing user confidence in purchasing and exchanging products [9][10].