Core Viewpoint - The article discusses the issue of high return rates in the e-commerce sector, particularly in clothing, highlighting the negative impact of malicious returns on businesses and the overall consumer environment [2][4]. Group 1: Malicious Return Behavior - Some consumers exploit the "no reason return" policy by using purchased items for a short period and then returning them, which increases costs for merchants due to cleaning and logistics [3][4]. - This behavior is distinct from typical "coupon hunters," as it involves the abuse of rules for personal gain, undermining fair trade principles and trust between consumers and businesses [3][4]. - A new variant of this behavior involves taking advantage of shipping insurance offered by e-commerce platforms, leading to financial losses for merchants and insurance companies [3][4]. Group 2: Impact on E-commerce Ecosystem - The return rate in the e-commerce clothing sector remains high, with women's clothing return rates reaching 50% to 60%, and live-streamed women's clothing return rates exceeding 80% [4]. - Malicious returns contribute to increased costs for merchants, forcing some to exit the market or raise prices, which leads to a vicious cycle of declining product value and higher return rates [4]. - The perception that merchants are inherently dishonest encourages some consumers to justify their malicious return actions, which is both unethical and potentially illegal [4][5]. Group 3: Solutions and Recommendations - A healthy consumer environment requires cooperation between consumers and merchants, emphasizing that both parties should avoid self-serving behaviors [5][6]. - While not all returns are malicious, the "no reason return" policy should be maintained as long as it operates on principles of honesty [5][6]. - Merchants should focus on improving product and service quality, while platforms can enhance user experience through better data analysis and recommendations [6].