Uncover the truth that Pinduoduo only refunds

The following article comes from e-commerce headlines, and the author is clear

Author | The wind is clear

This article is authorized to be reprinted from e-commerce headlines (ID: ecxinwen)

01

Everyone learns to do Pinduoduo and only refunds

On the refund-only rule, several major e-commerce platforms have unexpectedly reached an agreement.

On December 26, 2023, Taobao issued a public notice on the change of the Taobao Platform Dispute Settlement Rules. This means that sellers who meet the three conditions will be supported by the platform as "refund only".

First, sellers with too many bad reviews or violations, once they are complained, they will be directly judged by the platform to return the product for refund or only refund.

Second, in the case of delayed delivery or forced delivery without the buyer's permission, the system supports the buyer's "refund only".

Third, for "7-day no reason to return" products or products rejected by the customer, the customer can apply for a refund after the refusal.

Source: Taobao

To put it simply, when a buyer returns a product, Taobao will evaluate the merchant's past behavior trajectory based on the platform's big data capabilities, and if the merchant has too much negative information in the past, the platform will directly make a quick return refund or only refund support for the buyer's after-sales service.

And the day after Taobao announced that it would support refund-only, JD.com also announced that it would fully support refund-only.

On December 27, JD.com announced that it had added a returnless refund implementation standard to the "JD Open Platform After-sales Service Management Rules", which will take effect on December 29, and at the same time, the "General Rules for the Settlement of Transaction Disputes on JD Open Platform" added content that supports users to refund only.

Source: JD.com

This means that when the merchant's products are of serious inferior quality and the goods are not on the board, JD has reason to believe that the merchant has no intention of performing the contract, and it will be deemed that the merchant refuses to perform the contract, and the transaction supports only refund or return the refund.

As for Douyin, as early as September last year, it had updated a refund-only related explanation in the "Merchant After-sales Service Management Specification": "If the praise rate of the product is less than 70%, the platform has the right to take measures to support the after-sales application of the product transaction order to support consumers to only refund and return the refund package freight, and the praise rate of the product can be lifted if it recovers to more than 70% for 7 consecutive days." ”

To put it simply, Douyin uses the "merchant praise rate" metric to determine whether the refund-only criterion is met.

Refund only is a feature that Pinduoduo has supported since its launch, and has been carried forward with the rise of Pinduoduo. In the early years, this feature was not taken seriously by other platforms, and even if it was launched, it was only available to some merchants.

And now, several major platforms are scrambling to learn Xi Pinduoduo and launch the "refund only" function, what are the hidden reasons behind this?

02

You don't sell, some people do

After Taobao and JD.com began to support refund-only, the group with the most opposition was merchants.

Due to human nature, the platform supports only refunds and it is easy to have a batch of "wool" buyers, even if they buy normal goods, they apply for a refund only, empty gloves white wolf. In this way, the merchant is equal to selling a few orders and losing one order, and the profit plummets.

Taobao, Jingdong and other platforms will not be unaware of the loopholes in this rule, and only refunds have been widely criticized by merchants before, and even last year, the contradictions broke out in a concentrated manner, and the "bombing shop" incident occurred.

On March 23, 2023, as soon as the Pinduoduo self-operated store was launched, a large number of Pinduoduo merchants placed orders and then applied for a refund only, and the store was forced to close after only 4 hours of being online. These merchants want the platform to also taste the taste of being "refund-only", and push for the cancellation of refund-only.

Since they know that it will exacerbate the conflict between merchants and platforms, why do platforms still rush to refund only? Because the success of Pinduoduo has taught them a lesson: if merchants and consumers must offend one, it is better to offend merchants.

Looking back on the evolution of platform rules, it can be found that both Taobao and JD.com are committed to "not offending at both ends" and creating an impartial platform image. However, the result of long-term implementation is that "both sides are offended", consumers feel that it is too troublesome to provide evidence, and merchants feel that the platform is too protective of consumers, but it is thankless.

In terms of rule setting, Pinduoduo has maintained consumers one-sidedly from the beginning, even if some merchants have complaints. Pinduoduo's thinking is very clear: there is no shortage of merchants where there are many consumers, and no one will put money without making money. If you don't sell, some people sell, but if you don't buy, there will be one less person to buy.

Some people may ask, if everyone goes to "gather wool", won't it collapse the business, then who will still do business?

Regarding this question, a respondent on Zhihu said: "I am betting on one thing, ten merchants cheat nine times, ten buyers nine are good, and then it really bets and wins", which won more than 10,000 people's approval, ranking first.

Source: Zhihu

Although "nine scams for ten merchants" is up for debate, "nine for ten buyers" is an indisputable fact. On the whole, consumers who are keen on "wool picking" are a minority after all, and most of them are too lazy to bother with that money, coupled with Pinduoduo's low price mentality, which lowers consumers' quality expectations, so that malicious only refunds are maintained at an acceptable ratio.

Therefore, the "silent majority" in the merchant group has actually accepted the "refund only", which is nothing more than letting a part of the profits be given to consumers, which is also the reason why Pinduoduo dares to "tough" bomb the store.

It is precisely because of this understanding that Taobao and Jingdong have followed up one after another, and Xuepinduoduo has only refunded.

Lose the seller, lose a lot, lose the buyer, lose everything.

03

Behind only refunds is an unprecedented increase in the status of users

From a higher perspective, the implementation of refund-only is an inevitable requirement for the "user first" strategy of major e-commerce manufacturers.

In late May last year, Ma Yun proposed three directions for the group's future at a small-scale communication meeting of Taotian Group: return to Taobao, return to users, and return to the Internet.

On September 12, the new CEO of Alibaba Group, Wu Yongming, issued an all-staff letter, announcing the establishment of two strategic priorities: user-first and AI-driven.

The two heavyweights both mentioned users, which is enough to show that Ali attaches great importance to users.

It is worth noting that in the past ten years, "customers first, employees second, and shareholders third" have been the values that Alibaba has repeatedly emphasized. Although the difference from "customer" to "user" is one word, it represents a change in Alibaba's focus.

The so-called customers are more from the perspective of revenue, the customers of the e-commerce business, that is, the merchants, and the users undoubtedly refer to the consumers. From a customer to a user, it is Alibaba's way to break the situation in the face of environmental changes.

Coincidentally, JD.com has recently repeatedly emphasized the importance of "users".

Recently, when a Jingdong employee discussed the New Year's Eve party plan on the intranet, Liu Qiangdong said in the message area: "Don't forget the user when making decisions, this is the starting point for us to do any work." At the same time, Liu Qiangdong took out his favorite warrior off-road vehicle as one of the interactive prizes of Hunan Satellite TV's New Year's Eve party, adding to the party.

In fact, since the beginning of last year, Jingdong has launched measures such as tens of billions of subsidies and vigorously promoted the low-price strategy to practice the core concept of "user first".

Indeed, users have always been an important reference standard for the capital market to measure the value of enterprises. The reason why Pinduoduo's stock price surpassed Alibaba last year was largely due to the same number of users as Alibaba, as well as the cross-border business with a significant increase in user growth. If you want to save the company's stock price, returning to users is the only way to go.

More importantly, in the context of gradual "involution", users have become the most basic strategic resource for e-commerce manufacturers. Growth has seen the ceiling in the case, the comparison is who loses less users.

From this perspective, the "popularization" of major e-commerce manufacturers is not the next policy, but may be the best policy. On the one hand, this is a set of solutions that are very simple to implement, and on the other hand, this set of solutions has been verified by Pinduoduo and is feasible.

As the saying goes, the simpler the road, the more difficult it is, the simpler the method, the more effective. "Refund only" is like a cog, driving the huge e-commerce machine to turn rapidly.

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.wx-root[data-weui-mode=care]:not([data-weui-theme=light]),body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .. 5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{ background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .. 05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-FG-1: rgba(0, 0, 0, .5);--weui-REDORANGE: #ff6146;--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .4 15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: #e6e6e6}.wx-root,body{--weui-DIALOG-LINE-COLOR: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BG-COLOR-ACTIVE: #ececec}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body: not([data-weui-theme=light]){--weui-BTN-ACTIVE-MASK: rgba(255, 255, 255, ..1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-DEFAULT-ACTIVE-BG: rgba(255, 255, 255, .126)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-DIALOG-LINE-COLOR: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--APPMSGCARD-BG: #1E1E1E}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--APPMSGCARD-LINE-BG: rgba(255, 255, 255, .07)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-COLOR-ACTIVE: #373737}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([ data-weui-theme=light]){--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 255, 255, ..1);-weui-ACTIVE-MASK: rgba(255, 255, 255, ..1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-REDORANGE: #ff6146;--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .. 6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .. 6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}

div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}