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Recently, Benefit officially released an announcement announcing that it will be closed on January 28, 2024. This news has caused heated discussions and speculation among many netizens. Some people think that it may have been affected by the new refund-only rule, which led to the brand's decision to end the operation of ***. A paragraph of ** spread in a group in Jiangsu, and the buyer in ** spoke ill of the seller and placed an order frantically because he only failed to refund the money, which also attracted more people's attention. There are also cases of some merchants starting to go to legal process because they have only been refunded by the white prostitution party. The refund-only policy is becoming more and more convenient, and in the process of logistics and transportation, the buyer submits a refund-only application, and the platform refunds the buyer directly. The implementation of this provision has triggered an increase in e-commerce rights protection cases, and a large number of complaints about refund-only complaints, merchant complaints and prosecutions have appeared on short-** platforms such as Douyin. According to legal experts, mere refunds constitute the crime of unlawful possession and are a violation of the law. Therefore, it remains to be seen whether this rule will be tested on the edge of the law and whether it will lead to rectification.
Expanding: In fact, the negative impact of refund-only policies is becoming more and more apparent. For merchants, they may face the problem of white prostitutes abusing the refund-only rule, resulting in a loss of profits. Some businesses have chosen to resolve these issues through legal means, and they want to be able to protect their legitimate rights and interests. As the convenience of refund-only increases, more and more users are starting to abuse this rule as well. They may request a refund while the item is still in transit, and the platform will refund them immediately. This phenomenon has caused dissatisfaction and concern among some merchants, who fear that such rules will lead to the interests of merchants not being protected. For e-commerce platforms, it is very important to maintain a balance between merchants and consumers. If the platform overprotects consumers and ignores the interests of merchants, it may lead to the loss and closure of merchants, and ultimately affect the operation of the platform itself. Therefore, how to protect the interests of merchants while safeguarding the rights and interests of consumers has become a problem that e-commerce platforms need to think about.
Pinduoduo's success as a successful e-commerce platform is not just because of the refund-only feature. Pinduoduo's success is built on its social e-commerce model, which has attracted a large number of users and formed a positive cash flow by adopting the grouping model, tens of billions of subsidies and low-cost products first. At the same time, Pinduoduo also continues to provide tens of billions of subsidies by raising funds from the capital market. This model is feasible if there are more inflows than outflows. Unlike ** and JD.com, Pinduoduo pursues positive cash flow, not positive profits. Therefore, the refund feature alone is not the core reason for Pinduoduo's success.
The reason for Pinduoduo's success is not only the social e-commerce model, but also the advantages of a low-price-oriented and low-commission model. Pinduoduo's service fee is only 6/1,000, while other e-commerce platforms typically charge between 3 and 6 percent. This allows merchants to have lower operating costs on the Pinduoduo platform. In addition, Pinduoduo has also adopted a carrot and stick operation strategy, that is, merchants will face fines if they have product quality problems or fail to ship goods within the time limit. Coupled with the support of refund-only rules, Pinduoduo is able to maintain an efficient **chain and user experience, which further promotes the development of the platform.
In conclusion, a refund-only policy is a double-edged sword for e-commerce platforms. It facilitates the shopping experience for consumers, but it can also breed abuse and unfair practices. For e-commerce platforms, to maintain a balance between merchants and consumers, it is necessary to formulate reasonable rules and measures to resolve disputes and ensure that the rights and interests of merchants and consumers can be protected. At the same time, the success of Pinduoduo is also the result of a combination of factors, refunds alone are not the only reason for success, there are also factors such as social e-commerce model, low price orientation and low commission model.
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