服装电商高退货率居高不下淘宝微盟推出“AI试衣”能否有“疗效”？

网经社01-27

(网经社讯)导读：1月27日，微盟面向电商零售商家正式推出“AI试衣”解决方案，不仅解决了消费者购衣决策痛点，还帮助商家提升转化效率、降低退换率。此外，淘宝的AI试衣也支持用户一键上身试穿心仪穿搭。当前服装电商高退货率居高不下，淘宝、微盟推出“AI试衣”能否有“疗效”？（详见#网经社专题：https://www.100ec.cn/zt/fzdsgth/）出品｜网经社作者｜可乐审稿｜云马一、服装...

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high return rate of clothing e-commerce remains high. Can Taobao Weimob's \"AI fitting\" launch have a \"curative effect\"?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"02013":1.95,"HBBD.SI":0.6,"BABA":1.88,"09988":1.88,"ALBmain":0.6},"content_text":"(网经社讯)导读：1月27日，微盟面向电商零售商家正式推出“AI试衣”解决方案，不仅解决了消费者购衣决策痛点，还帮助商家提升转化效率、降低退换率。此外，淘宝的AI试衣也支持用户一键上身试穿心仪穿搭。当前服装电商高退货率居高不下，淘宝、微盟推出“AI试衣”能否有“疗效”？（详见#网经社 专题：https://www.100ec.cn/zt/fzdsgth/）出品｜网经社作者｜可乐审稿｜云马一、服装电商高退货率背后当前，电商平台商家正在面临一场前所未有的退货危机。恶性退货已经从个别现象演变为系统性问题。一位主售原创设计连衣裙的电商卖家透露，其店铺单品单价在300元至800元之间，“每月因恶意退货损失几千元”。最夸张的一个月，100件退货里有一半是穿过后退回的。快递员们对此也早已司空见惯。“我以前负责的区域有两三名女博主，天天网购各种衣服，穿几天就退，主要用来拍视频、发穿搭笔记，拍完就退给商家。”一位快递员这样描述他的见闻。当消费者小王在淘宝上购买一件标价399元的连衣裙时，她不知道的是，这件衣服的最终成本中，已经包含了前几位试穿者退货所产生的额外费用——每件退货服装会产生约20至32元的综合成本，这些成本最终会通过提高售价的方式转嫁给所有消费者。这些正是当前服装电商面临的尴尬现实。据电商大数据库“电数宝”（DATA.100EC.CN）显示，2025年我国服装电商交易规模将达到约25800亿元。与此同时，行业退货率也呈逐年上升趋势。以女装类目为例，平均退货率已从2019年的30%大幅攀升至65%-80%。此前，中国商业联合会直播电商工作委员会副会长、国内电商智库网经社电子商务研究中心主任曹磊在做客中央广播电视总台央视新闻频道《每周质量报告》栏目时表示，直播电商的退货率尤为突出，普遍高达80%-90%，部分商家甚至出现单日退货率超过300%的情况。此外，在双11等大促期间，退货现象也较为普遍：有61.5%的消费者表示曾有过退货经历，而3C数码类产品的退货率也达到28.7%。以150元服装为例，单件毛利率60元，扣除运营成本、物流费用等后，一旦遭遇退货，多次销售产生的重复运费会抵消剩余利润。曹磊分析原因时说到，电商平台的收入很大程度上依赖于商品的GMV和广告，这些都离不开庞大的用户基础和活跃度，“用户为王”时代，提升消费者体验成为平台吸引和留住用户的重要手段之一。所以说在处理纠纷时，平台可能会倾向于采取能够快速安抚消费者、避免用户流失的策略。商家虽是平台的合作伙伴和收入来源，但在早期，商家也被视为“可替代的资源”。平台认为，失去一个商家，会有新的商家补上；但失去一批消费者，就失去了流量，毕竟“得流量者得天下”。“平台最不缺的是商家，你不来我这个平台玩，别的商家替代性很强。而消费者一旦某个政策或者个案没处理好，消费者有可能造成流失。所以，用户为王是互联网平台经济永恒的不二法则。”曹磊这样说到。二、微盟 淘宝尝试“AI试衣”面对高退货率难题，技术公司开始尝试用人工智能提供解决方案。“AI试衣”并非简单地将服装图片叠加在人体模型上，而是通过复杂的算法模拟真实试穿效果。微盟面向电商零售商家推出的“AI试衣”解决方案聚焦服饰类商家，利用AI图像生成与虚拟试穿技术，为消费者提供沉浸式、个性化的线上试衣体验。此举旨在缓解线上服饰购物因尺码、版型误判导致的高退货率问题，提升转化与用户满意度。方案已开放接入，支持主流电商平台及小程序场景。该解决方案核心搭载了阿里通义千问大模型、整合了微盟自研的服装商品识别模型和深厚的行业Know-How，拥有“还原真实试穿效果”、“智能穿搭推荐”等组合能力。用户只需上传照片，在5秒完成服装的试穿，不仅解决了消费者购衣决策痛点，还帮助商家提升转化效率、降低退换率。此外，微盟计划将旗下导购Agent与AI试衣能力打通，AI导购可洞察用户需求，根据季节、材质和穿衣风格进行智能推荐，实现“所见即所得”的消费体验。这种将AI试衣与个性化推荐相结合的模式，可能会进一步提高购物决策的准确性。在去年天猫双11发布会上，淘宝天猫向消费者同步推出6款AI导购应用，以满足不同场景的购物需求，其中，AI试衣则支持用户一键上身试穿心仪穿搭，每位用户也将获得定制化的“AI清单”。这标志着AI技术在天猫双11中的全面落地。虽然同为“AI试衣”，淘宝和微盟选择了不同的应用路径和市场定位。淘宝的AI试衣功能更侧重于消费者端体验优化，是平台整体AI战略的一部分。淘宝通过AI对20亿商品进行更精准理解与组织，实现流量匹配效率双位数增长。AI试衣作为6款AI导购应用之一，与AI万能搜、AI帮我挑、拍立淘等功能共同构成淘宝的AI购物助手矩阵。微盟的AI试衣解决方案则更侧重于为商家提供工具，帮助服饰类品牌和商家为消费者提供沉浸式购物体验，解决线上购物决策难、退换率高等痛点。微盟通过自研的服装识别模型，将商品识别准确率从50%提升至95%以上。这两种路径反映了不同市场参与者的战略定位：淘宝作为平台方，注重通过技术创新提升整体购物体验；微盟作为数字化服务商，则专注于为商家提供可落地的解决方案。三、“AI试衣”有哪些技术难题？不过，从技术实现角度看，AI试衣需要解决几个核心问题：如何准确识别服装的版型、材质和垂坠感；如何根据用户的身材特征进行个性化适配；如何生成逼真的试穿效果图。这些问题的解决离不开深度学习、计算机视觉和生成式AI技术的进步。况且，AI试衣能否真正降低退货率？从理论上看，这一技术确实有潜力解决部分退货问题。通过提供更真实的试穿效果预览，消费者可以更准确地判断服装是否适合自己，从而减少因“货不对板”而产生的退货。微盟集团技术副总裁肖锋表示：“通过提供高度还原的‘虚拟试穿’体验，AI试衣能力将有望为零售品牌在关键业务环节的痛点解决带来积极影响。”然而，AI试衣也存在明显的局限性。首先，技术本身仍有改进空间。当前的AI试衣技术虽然在图像生成方面取得了进步，但对于服装材质、弹性、舒适度等难以通过视觉呈现的属性，仍然无法提供准确的模拟。其次，用户接受度存在差异。部分消费者可能对上传个人照片存在隐私顾虑，或者对AI生成的试穿效果持怀疑态度。此外，AI试衣的使用门槛也不容忽视——需要用户提供准确的身材数据或照片，这一过程可能阻碍部分用户使用该功能。最重要的是，AI试衣只能解决因“不合适”而产生的退货，对于恶意退货、规则滥用等问题，技术手段的作用有限。江苏省消保委指出，网购退货率高的根本原因，并非仅是少数人恶意退货，而是网购本身存在细节不可感的天然局限性。曹磊表示，AI电商技术逐渐成熟，不论是从商家端还是消费端来看，AI工具都能让交易更高效、更精准、更省成本。技术与政策的双重驱动，正在重构电商行业的底层经营逻辑。但技术应用的可控性，也成为当前行业面临的一大挑战。尽管头部商家已从AI工具中显著获益，但中小商家仍面临三重现实阻力：理解成本高、普及落地需要时间、成本效益不够突出。目前，商家对AI的应用多停留在图文生成、数据洞察等基础层面，要实现与复杂产业链的深度适配，仍需一定时间打磨。从更宏观的角度看，AI试衣只是电商体验优化的一个环节。要真正解决高退货率问题，需要技术、规则和消费者教育多方协同。平台需要完善退货规则，减少规则漏洞；商家需要提供更准确的产品信息和尺码建议；消费者则需要更加理性地对待网购和退货。AI试衣的价值不仅在于降低退货率，更在于提升整体购物体验。通过提供更直观、更个性化的试穿体验，AI试衣有助于增强消费者的购物信心，提高转化率。微盟的数据显示，AI试衣不仅能解决消费者购衣决策痛点，还能帮助商家提升转化效率、降低退换率，实现更好的业绩增长。四、赋能服装电商增长服装作为电商领域规模最大、增长最迅猛的核心类目，已形成数万亿级的庞大市场。网经社持续深耕并全程见证服装电商增长，构建了媒体平台、数据智库、资源链接等全链路服务体系，为服装电商平台、品牌提供专业服务。在服装行业数字浪潮奔涌的今天，全链路增长已不再是选择题，而是关乎生存与未来的必答题。网经社作为这一进程的长期见证者与深度参与者，始终以专业视角与务实服务，陪伴品牌穿越周期，推动服装电商在合规化、智能化、品牌化道路上持续前行，助力万亿级服装电商市场实现高质量增长。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2606720926","isCrawlerRequest":true}

服装电商高退货率居高不下 淘宝 微盟推出“AI试衣”能否有“疗效”？

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服装电商高退货率居高不下淘宝微盟推出“AI试衣”能否有“疗效”？