36氪研究院 | 2025年中国出海零售品牌调研报告

Core Insights - Chinese retail brands are undergoing two strategic transformations driven by globalization and digitalization: "Unified Commerce" and "Intelligent Commerce" [1][15][13] - The report is based on an in-depth survey of 500 Chinese outbound enterprises, outlining key challenges, opportunities, and future paths in the globalization process [1][15] Market Trends - Consumer demand is evolving towards multi-channel integration, making Unified Commerce a core competitive advantage [2][21] - Retail brands need to create seamless shopping experiences centered around consumers, integrating online and offline channels [2][21] - Despite many outbound enterprises having multi-channel layouts, data silos hinder effective channel collaboration and operational closure [2][26] Technological Changes - The rapid development of generative AI is catalyzing the rise of Intelligent Commerce, reshaping retail models and growth boundaries [4][16] - Intelligent Commerce is deeply integrated with Unified Commerce, enabling brands to deliver highly efficient and personalized seamless experiences [4][16] - Outbound enterprises are still in the exploratory phase regarding AI applications, with significant potential in marketing recommendations, supply chain optimization, and payment risk control yet to be fully realized [4][16] Core Foundations - Achieving full-channel data integration is crucial for advancing Unified and Intelligent Commerce [6][18] - Payment data serves as a key hub connecting transactions, users, and scenarios, essential for creating a unified and intelligent payment system [6][18] Payment Challenges and Solutions - Outbound enterprises face three main challenges in payments: optimizing payment experiences, ensuring security and compliance, and reducing operational costs [9][19] - Leveraging professional third-party payment services is seen as the most cost-effective solution for growing outbound enterprises [9][19] - Professional service providers enhance payment experiences through global payment integration and AI-driven personalized recommendations, significantly improving consumer satisfaction and payment success rates [9][19] Future Outlook - The report aims to provide insights and strategic references for Chinese outbound brands and industry practitioners, supporting their global journey towards increased performance and efficiency [11][20]