Taobaos New "Refund Only" Strategy Shows Significant Success, Averaging Over 400,000 Unreasonable Requests Blocked Daily

Tech 2024-10-10 16:51:13 Source: Network

Taobaos New "Refund Only" Strategy Shows Significant Success, Averaging Over 400,000 Unreasonable Requests Blocked DailyOn October 10, Taobao announced data related to the launch of its new "Refund Only" strategy. The data reveals that two months after implementation, Taobao has blocked over 400,000 unreasonable "Refund Only" requests daily, effectively curbing the prevalence of such requests

Taobaos New "Refund Only" Strategy Shows Significant Success, Averaging Over 400,000 Unreasonable Requests Blocked Daily

On October 10, Taobao announced data related to the launch of its new "Refund Only" strategy. The data reveals that two months after implementation, Taobao has blocked over 400,000 unreasonable "Refund Only" requests daily, effectively curbing the prevalence of such requests.

It's reported that Taobao officially rolled out its optimized "Refund Only" strategy to all merchants on August 9th. This strategy aims to reduce unreasonable "Refund Only" requests and protect merchants' legitimate rights by enhancing merchant autonomy and improving identification mechanisms.

Taobaos New "Refund Only" Strategy Shows Significant Success, Averaging Over 400,000 Unreasonable Requests Blocked Daily

To better implement the "Refund Only" strategy, Taobao has taken the following measures:

Empowering Merchants with Greater Autonomy: Taobao has removed or reduced active intervention in the "Refund Only" scenario for merchants with experience scores of 4.8 or above. This encourages merchants to proactively provide excellent customer service. Taobao also grants different levels of autonomous handling authority based on different merchant experience score tiers.

Upgrading Identification Models: Taobao continuously upgrades its "Refund Only" abnormal behavior identification model. It has added detection for abnormal high-frequency returns, repackaging after returns, and abnormal logistics after returns. This effectively identifies and combats scalpers and resellers, further decreasing the number of unreasonable "Refund Only" requests.

Beyond the "Refund Only" strategy, Taobao is actively reducing return and exchange costs for merchants:

Introducing the "Return Treasure" Service: In early September, Taobao launched the "Return Treasure" service, which directly reduces return and exchange costs for merchants by 10% to 30%, effectively easing the economic burden on merchants during the return and exchange process.

Continuously Lowering the Price of "Return Treasure": At the end of September, Taobao announced a further price reduction for "Return Treasure." Some merchants can enjoy a maximum discount of 58%, valid until the end of Tmall's Double 11 campaign.

In addition to strategy optimization and cost reduction, Taobao is also supporting merchants for Double 11 with subsidies and traffic promotion:

Investing Massive Subsidies: For Double 11, Tmall will offer an additional 30 billion yuan in coupons and red packets on top of existing discounts to provide consumers with more savings and stimulate consumption.

Investing Hundreds of Millions in Traffic Acquisition: Tmall will invest hundreds of millions of yuan in traffic acquisition for Double 11. By collaborating with over 200 internet platforms, merchants will receive comprehensive customer acquisition support, boosting product visibility and sales.

The successful implementation of the "Refund Only" strategy not only effectively protects merchants' rights but also provides a fairer and more transparent shopping environment for consumers. Taobao will continue to optimize its "Refund Only" mechanisms and introduce new measures to support merchant development and foster a healthier e-commerce ecosystem.

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