女装电商行业高退货率原因与对策研究

Research on the Reasons and Countermeasures of High Return Rate in Women’s Clothing E-Commerce Industry

摘要: 随着短视频和直播电商的发展，女装电商行业退货率持续走高。文章通过文献研究和参与式观察，发现女装电商行业存在女装商品质量参差不齐、消费者心理复杂多变、平台机制存在漏洞及行业过度营销等问题。女装电商退货率的优化需多方协同：商家强化品控与真实展示，平台完善规则与数据支持，消费者理性文明消费，行业提高品质导向，国家统一尺码标准与加强知识产权保护，以此可以在一定限度内降低退货损耗，重塑市场信任，推动行业健康发展。

Abstract: With the development of short video and live streaming e-commerce, the return rate of women’s clothing e-commerce industry continues to rise. The article found through literature research and participatory observation that the women’s clothing e-commerce industry has problems such as uneven quality of women’s clothing products, complex and variable consumer psychology, loopholes in platform mechanisms, and excessive marketing in the industry. The optimization of return rates in women’s clothing e-commerce requires multi-party collaboration: merchants strengthen quality control and authentic display, platforms improve rules and data support, consumers consume rationally and civilized, industries improve quality orientation, national unified size standards and strengthen intellectual property protection. This can reduce return losses within a certain limit, reshape market trust, and promote the healthy development of the industry.