High, in 2020, live e-commerce created one sales myth after another, which made many merchants regard live e-commerce as a lifeline, and felt that as long as they grasped live e-commerce, they would seize hope. However, not every straw can save lives, which is closely related to the sales myth and is a high return rate. According to the data provided by a well-known domestic live broadcast platform, the impulsive consumption of toC live broadcast will bring a lot of returns, and the return rate of women's wear can reach 50%-60%. This means that if 10 pieces of women's clothes are not sold, five pieces may be returned.

Wei Zhe, founder of Jiayu Fund and former president of Alibaba B2B, once said that taking clothing as an example, the return rate of clothing in traditional stores will not exceed 3%, but the return rate of e-commerce is as high as 30%. This double 1 1 shopping festival has a return rate, and the live broadcast return rate of Li Jiaqi and Viya is much higher than this ratio.