Core Viewpoint - Taobao Tmall has launched a new store evaluation system called "Real Experience Score," which aims to provide a comprehensive, objective, and transparent consumer feedback mechanism based on product quality, logistics speed, and service assurance, directly linking it to core areas such as search, recommendation, marketing, and advertising [1][9] Group 1: Real Experience Score Implementation - The new evaluation system allows consumers to view the "Real Experience Score" directly on product details, store homepage, and impression pages, aiding in their purchasing decisions [1] - As of the effective date of the Real Experience Score, there are 1.2 million merchants on the platform with scores above 4.8, indicating a significant number of high-performing sellers [2] - During the recent Tmall 618 shopping festival, improvements were noted in logistics delivery speed and customer service capabilities among merchants, with specific examples from brands like L'Oreal, Adidas, and Three Squirrels showcasing enhanced consumer experiences [2] Group 2: Merchant Support and Improvement Features - Taobao Tmall has introduced a diagnostic and improvement suggestion feature to help merchants increase their Real Experience Scores by providing targeted recommendations based on set goals [4] - High-scoring merchants will receive additional support in search, recommendation, marketing, and advertising, along with more opportunities through related products [5] - A store rating filtering function has been implemented to help consumers easily select high-scoring store products, thereby increasing visibility for quality merchants [7] Group 3: Evaluation Criteria and Fairness Measures - The Real Experience Score evaluates product quality based on metrics such as "first return rate" and "product negative review rate," while logistics speed is assessed through "timely pickup rate," "delivery time," and "logistics exception rate" [7] - Service assurance is measured by "3-minute response rate," "satisfaction rate," "refund processing time," and "platform assistance rate" [7] - To ensure fairness, Taobao Tmall has established measures against fraudulent practices that could artificially inflate scores, along with an appeal process for merchants disputing penalties [7] Group 4: Strategic Goals and Financial Support - The primary goal of the Real Experience Score is to incentivize merchants to enhance product and service quality, promoting a competitive environment where quality prevails [9] - In line with its "supporting excellence" strategy, Taobao Tmall has introduced various initiatives this year, including substantial financial support during the 618 event, amounting to billions in subsidies for high-quality merchants [9]

Core Insights - The recent 618 shopping festival demonstrated a significant shift in the e-commerce industry towards valuing genuine growth and long-term value, moving away from the previous focus on low prices and refund culture [2][4][22] - Taobao and Tmall reported that 453 brands achieved over 100 million yuan in sales during the event, marking a 24% year-on-year increase, with major brands like Apple, Xiaomi, and Nike leading the sales [2][5] - The introduction of various "supporting excellence" policies aims to help quality original merchants grow, emphasizing the importance of real transactions and customer satisfaction [3][6][10] Group 1: Changes in E-commerce Strategy - The focus on genuine transactions and support for quality merchants represents a major change from previous years, with real transaction growth being a key performance indicator [4][22] - Taobao has implemented a new "real experience score" system to provide a more accurate reflection of consumer experience, reducing the impact of fraudulent practices like fake reviews and refunds [7][9] - The platform has restructured its store system to enhance user experience and streamline operations for different types of merchants [7][8] Group 2: Membership and Customer Engagement - The emphasis on merchant membership programs has increased, with over 10,000 top brands collaborating to offer shopping incentives to members, enhancing customer loyalty [10][11] - New promotional strategies, such as shopping cash rewards, are being utilized to encourage repeat purchases and strengthen the relationship between merchants and their customers [10][11] Group 3: Cross-Channel Customer Acquisition - The integration of external platforms like WeChat, Xiaohongshu, and Douyin for customer acquisition is a significant advantage for merchants, allowing for streamlined marketing efforts [12][13] - During the 618 event, the platform invested 3 billion yuan in subsidies to support merchants, enhancing their ability to attract customers through various channels [12][13] Group 4: Improving Business Environment - The e-commerce industry is moving towards a healthier business environment by addressing issues like refund abuse and fraudulent practices, which have plagued the sector in recent years [19][20] - Taobao has introduced measures to combat malicious refund requests and improve the integrity of transactions, thereby fostering a more trustworthy marketplace [20][21] - Continuous efforts to optimize the business environment are essential for allowing quality merchants to thrive and connect effectively with consumers [22][23]

Core Viewpoint - Taobao is transforming its strategy to support high-quality merchants, moving away from low-quality competition and focusing on creating a healthier commercial ecosystem [5][17][26] Group 1: Performance and Strategy Changes - During the 618 shopping festival, Taobao reported record user engagement and transaction volume, with 453 brands achieving over 100 million yuan in sales, a 24% year-on-year increase [1] - Taobao has invested 10 billion yuan in subsidies for quality merchants through various promotional strategies, which has been well-received by both merchants and consumers [4][9] - The platform is shifting its focus from GMV (Gross Merchandise Volume) to the quality of transactions and consumer satisfaction, indicating a strategic pivot towards sustainable growth [6][7][21] Group 2: Merchant Support and Ecosystem Development - Taobao's "扶优" (supporting quality) strategy aims to create a fair and competitive environment for quality merchants while eliminating low-quality practices [19][24] - The introduction of the "真实体验分" (real experience score) system aims to provide a more transparent and fair evaluation of merchants, helping quality businesses stand out [11][12][21] - The collaboration with over 10,000 leading brands for member shopping credits demonstrates Taobao's commitment to investing in quality merchants and enhancing consumer experience [8][12][24] Group 3: Technological and Operational Innovations - Taobao is leveraging AI technology to combat fraudulent practices, such as the use of AI-generated fake images, thereby protecting both consumers and quality merchants [15] - The platform's new advertising collaboration with Xiaohongshu (Little Red Book) aims to enhance interconnectivity and provide additional growth opportunities for merchants [13] - By eliminating practices like "only refunds" and targeting malicious behaviors, Taobao is creating a more equitable operating environment for quality merchants [14][26]

Core Points - Taobao Tmall has launched a high-quality logistics service brand "Express Door-to-Door" in collaboration with SF Express during the Tmall 618 shopping festival [1][2] - The service aims to enhance consumer experience by providing next-day delivery and showcasing a dedicated brand logo for eligible products [1] - The platform plans to expand the service by inviting other logistics partners to join, thereby increasing the coverage of premium services [2] Summary by Sections Service Launch and Features - "Express Door-to-Door" service has been introduced with SF Express as the initial logistics partner, allowing products to display the service logo when they meet the next-day delivery standard [1] - Merchants who commit to using SF Express will have their products highlighted with messages like "Free Shipping with SF Express" to improve consumer recognition [1] Merchant Participation and Benefits - The service is currently in a pilot phase with select merchants, and after successful testing, it will be opened to all eligible merchants, allowing them to benefit from the service branding and commitments [1][2] - The logistics experience manager at Taobao Tmall emphasized that quality logistics capabilities will become a key competitive metric for merchants, leading to increased platform resource support for those meeting the standards [2] Integration with Evaluation System - Taobao has announced a new store evaluation system called "Real Experience Score," which will directly link scores to core areas such as product quality, logistics speed, and service assurance [2] - Logistics speed, particularly "logistics delivery time," will be a critical evaluation metric, allowing high-quality logistics service providers to gain more traffic and resource support [2]

Core Viewpoint - The introduction of a new feature on Taobao allows apparel merchants to customize settings to screen out high refund rate customers, aiming to address the high return rate issue in the fashion industry [1][4]. Group 1: Impact on Merchants - 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, as well as those with refund rates exceeding three times the average of the platform [1][4]. - This functionality is currently exclusive to the apparel sector on Taobao and Tmall, with no indication of expansion to other industries at this time [3]. - Merchants have reported a decrease in abnormal refunds after utilizing this feature, indicating a positive impact on their operations and promotional effectiveness [4]. Group 2: Consumer Reactions - Many consumers feel that the new feature primarily benefits merchants, as being screened out only affects their exposure to certain advertisements, while they can still shop from other stores [6]. - There is a significant call from consumers for a feature that allows them to screen out high refund rate merchants, reflecting concerns over product quality and return experiences [6][7]. - The high return rates in the women's apparel category, which can reach up to 80%, have led to widespread complaints about the difficulty of purchasing clothing online [6][7]. Group 3: Industry Trends - The introduction of the "real experience score" system by Taobao aims to enhance consumer feedback mechanisms based on product quality, logistics speed, and service assurance, potentially improving the overall shopping experience [7]. - The ongoing debate surrounding the "screening high refund rate customers" feature highlights the complex dynamics and interests within the e-commerce industry, suggesting a need for a balanced approach to address both merchant and consumer concerns [7].

Group 1 - The core point of the article highlights the launch of a new feature on Taobao that allows clothing merchants to "screen" high refund customers, aiming to reduce the high return rates that have plagued the industry [1][4] - The new feature is currently in internal testing and is specifically available for Taobao and Tmall clothing merchants, not for other industries [1][4] - The return rates for clothing have been alarmingly high, with reports indicating that women's clothing return rates can exceed 50%, and in some cases, even reach 80% during live-streaming sales [2][3] Group 2 - The introduction of the refund screening feature is seen as a response to the increasing pressure on merchants due to high return rates and the associated costs, such as mandatory return shipping insurance [2][6] - Some merchants support the new feature, believing it will help create a healthier platform ecosystem, while others caution against its use, fearing it may inadvertently exclude valuable repeat customers [6] - E-commerce platforms are shifting focus towards building a healthier ecosystem by optimizing refund policies and providing support for high-quality merchants, including the introduction of a "real experience score" to offer growth opportunities [6]

Core Viewpoint - The article discusses the introduction of a new evaluation system called "Real Experience Score" by Taobao and Tmall to address issues of fake ratings and enhance consumer confidence in purchasing decisions [3][5][10]. Group 1: New Evaluation System - Taobao and Tmall are launching a new store evaluation system called "Real Experience Score" to provide a more accurate reflection of consumer experiences [3][5]. - The new scoring system will focus on three main aspects: product quality, logistics speed, and service assurance, aiming to create a transparent feedback mechanism [3][4]. - The "Real Experience Score" will be directly linked to key areas such as search, recommendations, marketing, and advertising to incentivize merchants to improve service quality [3][4]. Group 2: Evaluation Metrics - The evaluation metrics will include indicators such as "First Product Return Rate," "Product Negative Review Rate," "48-Hour Pickup Timeliness Rate," and "Refund Processing Time" [4][8]. - Specific metrics for product quality will focus on return rates and negative reviews, while logistics will assess timely pickups and delivery durations [4][8]. - Service assurance will be evaluated through metrics like customer response rates and satisfaction levels [4][8]. Group 3: Market Context and Implications - The introduction of the "Real Experience Score" is seen as a necessary step to combat the long-standing issue of inflated ratings due to practices like "score manipulation" [5][7]. - The new system aims to enhance consumer trust in the rating system, which has been undermined by previous practices that allowed for easy score inflation [10][12]. - By focusing on verified transactions, the new scoring system seeks to rebuild the credibility of the e-commerce platform's rating system [12][15].

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].

目前，其他电商平台尚未作出公开回应。 "仅退款"行为是指在电商平台购物过程中，当遇到商品质量问题、与描述不符等情况，并符合平台相关 政策时，消费者可以选择向卖家提出"仅退款"请求，而无需将商品退回给卖家的一种服务。 尽管这种服务简化了售后服务流程，降低了消费者的维权成本，使消费者在遭遇商品质量问题时能快速 获得赔偿，但在运行中也滋生了"薅羊毛"等恶意行为，令商家蒙受损失。 4月22日晚，"仅退款""电商平台全面取消仅退款"等词条冲上热搜榜单前列。 有媒体报道称，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。 对此，淘宝回应称，为平衡实现商家权益保护与消费者体验提升，后续平台将不主动介入消费者在已收 到货后的不退货退款售后申请，由卖家先行与消费者协商处理。 记者获悉，取消"仅退款"后，淘宝天猫将于同期上线新版店铺评价体系"真实体验分"，根据商品质量、 物流速度、服务保障三方面，建立真实、客观、透明的消费者体验反馈机制，让真实体验分成为消费者 未来重要的购物决策依据。同时"真实体验分"与搜索、推荐、营销、广告等核心场域直接挂钩，激励商 家提升商 ...

Core Viewpoint - The announcement from Taobao Tmall regarding the new "Real Experience Score" aims to establish a more authentic and effective store evaluation system to enhance consumer confidence and improve service quality among merchants [1][2]. Group 1: New Evaluation System - The "Real Experience Score" will be based on three key aspects: product quality, logistics speed, and service assurance, creating a transparent consumer feedback mechanism [1]. - The new system will directly link to core areas such as search, recommendations, marketing, and advertising, allowing high-quality merchants to gain more consumer exposure and growth opportunities [1][2]. Group 2: Evaluation Criteria - In terms of product quality, the focus will be on "first-time return rate" and "product negative review rate," using only signed delivery receipts for a more objective assessment [1]. - For logistics speed, the evaluation will consider "48-hour pickup timeliness rate," "logistics delivery duration," and "logistics exception rate" [1]. - Regarding service assurance, the criteria will include "3-minute manual response rate on Wangwang," "Wangwang satisfaction rate," "refund processing duration," and "platform assistance rate" [1]. Group 3: Implementation Timeline and Measures - Merchants will be able to view their "Real Experience Score" in the backend starting April 21, with the score expected to be displayed to consumers by the end of June [3]. - To ensure objective assessments, the platform will implement corresponding penalties to prevent merchants from fraudulently obtaining scores or maliciously attacking competitors [3].