近日，多位闲鱼卖家反映，完成正常交易后部分货款被平台强制转换为仅能用于推广的闲鱼币，这一行为引发广泛热议与吐槽。 截至目前，黑猫投诉平台上关于"闲鱼币 退款"的投诉已超1000条，不少卖家表示不知情"被广告"，且该闲鱼币无法提现、不予退款，成为强制绑定的推广 费。 这一争议的源头指向今年4月闲鱼的一次功能升级，平台将原有的"闲鱼币普通抵扣"调整为"闲鱼币优推抵扣"，名称看似延续旧有模式，核心规则却发生了 本质变化。原功能中，买家以"现金+闲鱼币"支付时，卖家仍能实收对应现金款项；而新规则下，无论买家是否使用闲鱼币，卖家的部分货款都会被自动转 为推广专用闲鱼币。 这一系列激进扩张与收费调整的背后，是阿里巴巴电商优势减弱后的战略转向。2023年阿里"1+6+N"架构改革后，闲鱼从集团边缘业务升格为淘天集团一级 业务，地位提升的另一面，是盈利压力的到来。 为实现营收目标，闲鱼的商业化大刀率先挥向核心的二手交易业务，而卖家成为直接承压者。 从最初只对高频、高额交易抽佣，到后来面向全体卖家收取服务费，闲鱼推进速度很快。与此同时，平台还通过调整"闲鱼币抵扣功能"，从卖家身上进一步 赚取广告收入，变相让卖家为产品营销推广服 ...

Core Insights - Alibaba is undergoing a transformation to return to its entrepreneurial roots, with a focus on innovation and expansion, particularly through its platform Xianyu [1][3] - Xianyu is leading the charge in this transformation, launching new products and expanding into various consumer categories, including group buying and local services [3][4] Group 1: Business Expansion - Xianyu has recently launched a "money-saving coupon" product that includes various consumer categories, with significant growth in coupon orders during the May Day holiday, showing a 140% year-on-year increase [4][5] - The platform is actively expanding its business model by forming a commercialization team and establishing new departments focused on entertainment and local services [3][4] - Xianyu's strategy includes a saturation investment approach, aiming to open 100 offline stores across the country within five years [4][9] Group 2: User Engagement and Marketing - Xianyu is shifting its self-positioning from a C2C platform to an interest-based platform, focusing on the interests of younger consumers [6][10] - The platform has initiated a marketing campaign called "Xianyu Hehuoren," encouraging users to share their experiences on social media for rewards, thus enhancing user engagement [5][8] - The platform's slogan emphasizes the untapped potential of user creativity, aiming to foster a community-driven environment similar to Bilibili and Xiaohongshu [8][10] Group 3: Competitive Landscape - Xianyu's entry into the group buying market creates competition with existing Alibaba services like Koubei and Taobao, as well as external competitors like Meituan and Douyin [11][12] - The platform's rapid user growth, with a reported 2.09 billion monthly active users in March, positions it as a leading player in the domestic e-commerce app market [13] - Xianyu's strategy of leveraging user-generated content for marketing contrasts with traditional subsidy wars, indicating a unique approach to competition [13]