从你的全世界路过摔了一跤
2023-12-29
提升质量和服务个屁,你就接着吹拼多多这个击鼓传花的股吧,仅退款就是个雷
e公司观察拼多多“仅退款” 获行业跟进,消费者博弈地位上升
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href=\"https://laohu8.com/S/JD\">京东</a>近日已跟进,这个单方面讨好消费者的制度重塑了互联网平台,成为行业标准,拼多多继持续低价策略之后,又一次卷起了同行。</p><p>拼多多“仅退款”制度是指,消费者从拼多多买下商品,发现实物存在货不对版、质量不合格的情况时,可以选择退货退款,也可以选择仅退款,仅退款不需要买家退还货品,可以保留商品。</p><p>生鲜、低价产品适合这种模式,邮寄路费比较高,时间周期长,寄回商家已没有多大价值。在淘宝购物流行时,尽管官方没有这个制度,客户购买一些商品需要退货时,商家也会表态不用寄回,这种模式有一定现实基础。</p><p>但是该模式很容易被一些购物者恶意利用,商品本身没有问题,这些购物者却恶意点击“仅退款”,让卖家蒙受损失,这种案例太多,一部分商家为了表达不满,今年3月份,拼多多的自营店多多福利社上线了一款产品,半小时内就被大面积疯狂下单,然后遭到退款、差评,如果商家发了货,就会被申请仅退款,甚至是提供虚假地址,于是店铺仅仅上架了一个小时就被迅速下架,这被行业称为炸店风波。之后几天,炸店风波扩散到了更多的店铺,几十家品牌店遭到类似攻击,一些店铺暂时关店自保。</p><p>引起如此巨大争议的“仅退款”制度,平台商家的抗争并没有持续下去,风波平息后,还继续在这个平台上售货,而且入驻品类商家有增无减,核心原因是拼多多能持续吸引消费者,能刺激消费者消费,这个平台可以带来销量,商家只能忍受,因为别的平台流量在下滑。</p><p>“仅退款”对消费者太有吸引力了,消费者在商家面前变得非常强势。消费者购物有一个沉没成本,无论线上还是线下,购物有挑选过程,有支付、等待收货的过程,不管对商品是否满意,成本已付出难以挽回,所以货物质量如果和消费者心理预期相差太多,消费者并不愿意花太多精力较真,因为退换货还要再花时间。一些商家就利用客户有沉没成本,以及信息不对称的劣势来谋取收益。但如果有“仅退款”这项,消费者就可以钳制商家,不用退换货,减少沉没成本,倒逼商家提高商品质量和服务水平,消费者和商家的博弈地位发生了变化。</p><p>拼多多是一个平台,没有能力对如此多的商品进行一一检测,平台希望能改善商品质量,提高用户满意度,又无法投入巨量人力监察,但可以制定简单有效的规则,让用户帮助平台实现这一功能。这是拼多多的一项优势,能用低成本做到别的平台需要耗费巨大精力也做不到的效果。</p><p>淘宝和京东跟进,就是因为这个机制导致行业格局更有利于拼多多,此前拼多多持续低价制度,就让京东上下震动,要求平台一定要把价格压下来,现在从市值上看,拼多多已成为行业老大,淘宝和京东更有了向拼多多学习的愿望,如果不能及时跟进,用户有可能持续流失,对商家的吸引力也会降低。</p><p>责编:彭勃</p><p>校对:彭其华</p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE 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class=\"meta\">\n\n\n2023-12-28 12:28 北京时间 <a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202312281228577a36bb47&s=b><strong>证券时报·e公司</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>曾引起巨大争议的拼多多“仅退款”制度,淘宝和京东近日已跟进,这个单方面讨好消费者的制度重塑了互联网平台,成为行业标准,拼多多继持续低价策略之后,又一次卷起了同行。拼多多“仅退款”制度是指,消费者从拼多多买下商品,发现实物存在货不对版、质量不合格的情况时,可以选择退货退款,也可以选择仅退款,仅退款不需要买家退还货品,可以保留商品。生鲜、低价产品适合这种模式,邮寄路费比较高,时间周期长,寄回商家已没有...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202312281228577a36bb47&s=b\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) ACC","LU0320764599.SGD":"FTIF - Templeton China A Acc SGD","LU0572944931.SGD":"Janus Henderson Horizon China Opportunities A2 SGD","LU0979878070.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"A\" (USD) ACC","BK4504":"桥水持仓","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" 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(dist)"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202312281228577a36bb47&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2394767087","content_text":"曾引起巨大争议的拼多多“仅退款”制度,淘宝和京东近日已跟进,这个单方面讨好消费者的制度重塑了互联网平台,成为行业标准,拼多多继持续低价策略之后,又一次卷起了同行。拼多多“仅退款”制度是指,消费者从拼多多买下商品,发现实物存在货不对版、质量不合格的情况时,可以选择退货退款,也可以选择仅退款,仅退款不需要买家退还货品,可以保留商品。生鲜、低价产品适合这种模式,邮寄路费比较高,时间周期长,寄回商家已没有多大价值。在淘宝购物流行时,尽管官方没有这个制度,客户购买一些商品需要退货时,商家也会表态不用寄回,这种模式有一定现实基础。但是该模式很容易被一些购物者恶意利用,商品本身没有问题,这些购物者却恶意点击“仅退款”,让卖家蒙受损失,这种案例太多,一部分商家为了表达不满,今年3月份,拼多多的自营店多多福利社上线了一款产品,半小时内就被大面积疯狂下单,然后遭到退款、差评,如果商家发了货,就会被申请仅退款,甚至是提供虚假地址,于是店铺仅仅上架了一个小时就被迅速下架,这被行业称为炸店风波。之后几天,炸店风波扩散到了更多的店铺,几十家品牌店遭到类似攻击,一些店铺暂时关店自保。引起如此巨大争议的“仅退款”制度,平台商家的抗争并没有持续下去,风波平息后,还继续在这个平台上售货,而且入驻品类商家有增无减,核心原因是拼多多能持续吸引消费者,能刺激消费者消费,这个平台可以带来销量,商家只能忍受,因为别的平台流量在下滑。“仅退款”对消费者太有吸引力了,消费者在商家面前变得非常强势。消费者购物有一个沉没成本,无论线上还是线下,购物有挑选过程,有支付、等待收货的过程,不管对商品是否满意,成本已付出难以挽回,所以货物质量如果和消费者心理预期相差太多,消费者并不愿意花太多精力较真,因为退换货还要再花时间。一些商家就利用客户有沉没成本,以及信息不对称的劣势来谋取收益。但如果有“仅退款”这项,消费者就可以钳制商家,不用退换货,减少沉没成本,倒逼商家提高商品质量和服务水平,消费者和商家的博弈地位发生了变化。拼多多是一个平台,没有能力对如此多的商品进行一一检测,平台希望能改善商品质量,提高用户满意度,又无法投入巨量人力监察,但可以制定简单有效的规则,让用户帮助平台实现这一功能。这是拼多多的一项优势,能用低成本做到别的平台需要耗费巨大精力也做不到的效果。淘宝和京东跟进,就是因为这个机制导致行业格局更有利于拼多多,此前拼多多持续低价制度,就让京东上下震动,要求平台一定要把价格压下来,现在从市值上看,拼多多已成为行业老大,淘宝和京东更有了向拼多多学习的愿望,如果不能及时跟进,用户有可能持续流失,对商家的吸引力也会降低。责编:彭勃校对:彭其华","news_type":1},"isVote":1,"tweetType":1,"viewCount":1076,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":68,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/257128602615960"}
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