“恶意下单”漩涡中的拼多多和商家们

一场拉锯仍在拼多多与众多拼多多商家之间进行着。过去十多天,许多拼多多商家化身购买者,在“拼多多自营店铺”“品牌店铺”等集中下单后又迅速退款,并将发货后申请的“仅退款”的截图发到了更多的商家群里,甚至是抖音、小红书、微博等平台上。商家们将这视作为对拼多多的一种“反击”。在他们看来,过去拼多多面向消费者的“仅退款”规则对商家并不公平,希望这次行动能够让拼多多重新重视自身规则对于商家的影响。

  但事件的影响仍在持续发酵,被视作拼多多自营店铺的“多多福利社”在新品上线4小时后就紧急下线,不少品牌商家被迫暂停营业,许多参与百亿补贴的商家急忙作出“无辜声明”。目前,仍有商家加入“攻击”拼多多的行列,拼多多对“仅退款”等平台机制的坚持并未改变。

  割裂存在于许多地方。在“仅退款”政策基础上,拼多多对商家提供了申诉的通道入口,原本是拼多多对商家权益的保护,但李鑫等商家却表示“申诉10个失败9个,几乎是摆设。”,在他们的体验中,很少感受到平台对商家的“保护”真正生效。

  在这场部分商家与拼多多小二的“隔空喊话”里,商家们强调自己也曾是“仅退款”、“恶意下单”的受害者,希望引起平台对商家感受到的不合理规则的重新审视,而拼多多则坚持维护消费者权益的合理性,以及被平台视作“恶意炸店”行为的非正当性。

看法:拼多多与许多商家的矛盾风波里,拼多多在识别“恶意下单”用户、“维护商家正常经营”等方面的努力也正是这些中小商家们需要的。对不断加快建设平台品牌店体系的拼多多来说,提升商家经营环境的考验也将长期在路上。

网址:http://www.chinanews.com.cn/cj/2023/04-06/9985078.shtml

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