拉夫劳伦成“凑单神器” 退货率达95%？天猫公关总监回应

21世纪经济报道11-11

11月10日，“拉夫劳伦退货率达95%成凑单神器”，登上热搜第一。　　据新华日报，有消息称，来自美国的奢侈服装品牌拉夫劳伦（Ralph Lauren）在某电商平台“双11”的GMV（商品交易总额）超过16亿元，但退货率却达到了惊人的95%。　　据悉，这一现象源于消费者为了满减优惠，加购了拉夫劳伦的商品，一旦优惠到手，这些商品又会以“七天无理由退款”的方式退回给商家。　　据新浪科技11月11日报道，...

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Response from Tmall Public Relations Director","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"RL":1,"09988":1,"BABA":1,"HBBD.SI":0.6},"content_text":"11月10日，“拉夫劳伦退货率达95%成凑单神器”，登上热搜第一。　　据新华日报，有消息称，来自美国的奢侈服装品牌拉夫劳伦（Ralph Lauren）在某电商平台“双11”的GMV（商品交易总额）超过16亿元，但退货率却达到了惊人的95%。　　据悉，这一现象源于消费者为了满减优惠，加购了拉夫劳伦的商品，一旦优惠到手，这些商品又会以“七天无理由退款”的方式退回给商家。　　据新浪科技11月11日报道，天猫公关总监在朋友圈发文回应拉夫劳伦退货率达95%传言称，拉夫劳伦品牌旗舰店双11期间成交表现非常好，从开卖至今，品牌确认收货后成交金额同比两位数增长，且店铺的老客复购率和粉丝数都创新高。　　该公关总监还表示：“到目前为止，‘凑单引发高退货率’的几篇报道和评论，没有一篇向平台和品牌进行过任何采访查证。所谓‘高退货率’数字纯属以讹传讹，越传越邪。” 　　据都市时报此前报道，消费者贾女士表示：“我想买的东西只值一千多块钱，但平台的消费券要实付5000元才减400元，于是我就把拉夫劳伦一件售价4000多元的女装加入购车一起买单，成功凑单成功。结束后再选择秒退款就行了，这样我想要的东西还便宜了几百块。”　　电商平台的满减机制被部分消费者精准利用，甚至有商户在网上发布“满减秘籍”攻略，诸如拉夫劳伦这类单价在千元以上的商品，非常适合凑大额满减；此外拉夫劳伦的退款也十分干脆，基本秒退。　　对于退货率达95%，有消费者表示，自己都是成交后马上退掉，“难道还有人等着发货再退吗”。也有消费者提及，会用另外的高单价品牌来凑单。　　还有网友称，“我怎么就没想到呢，多花了好几千”。　　据新华日报，记者就此事分别致电了拉夫劳伦及该平台的客服人员，平台客服坦言已注意到此次的凑单退货情况。拉夫劳伦官方截至发稿未回应，针对商铺在退货过程中造成的损失，拉夫劳伦客服称可与物流公司或平台寻求解决。　　11月7日晚间，拉夫劳伦发布2025财年第二季度显示，第二季度拉夫劳伦净营收为17亿美元，同比增长6%，按固定汇率计算增长6%；营业利润为1.79亿美元，营业利润率为10.4%。2025财年前六月累计收入32.38亿美元，去年同期累计收入为31.30亿美元，同比增长3.47%；累计净利润3.17亿美元，去年同期累计净利润为2.79亿美元，同比增长13.44%。　　综合自新浪科技、每日经济新闻、新华日报、都市时报、北京商报等（文章来源：21世纪经济报道）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.29.3","shortVersion":"4.29.3","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2482039612"}