Seel首席营收官：中国品牌全球化应更加注重售后体验|CES观察

Core Insights - Chinese brands excel in product innovation, rapid iteration, and price competition, while Western consumers have high expectations for post-purchase experience and accountability [1][2] Group 1: Consumer Expectations - Western consumers prioritize post-purchase experience, with 74% unwilling to buy products without return options, indicating that return flexibility significantly impacts conversion rates [3] - Consumers expect a seamless experience similar to Amazon Prime, including quick refunds and responsive customer service [1][2] - Generation Z has higher standards and is less likely to return to a brand after a poor experience [1] Group 2: Financial Implications - Returns cost retailers 20% to 25% of their revenue, equating to approximately $1 trillion globally by 2025 [2] - Brands lose an average of 17% of revenue directly due to refunds, plus an additional 8% in operational costs related to managing returns [2] - Brands using the Seel platform saw a 16% increase in customer lifetime value and over 30% increase in repeat purchases [3] Group 3: Market Dynamics - The increase in returns is attributed to economic recession, heightened consumer anxiety, and the normalization of "try before you buy" among consumers, especially Generation Z [2] - Traditional price-competitive products perform better on established platforms like Amazon, while high-margin tech products may benefit from independent e-commerce sites [4] - Compliance with regulations such as GDPR and CCPA is crucial for cross-border sellers, especially those from China, to build trust with Western consumers [4] Group 4: Infrastructure and Support - Third-party platforms providing post-purchase protection are becoming essential for brands lacking internal capabilities [2][4] - Brands without clear and frictionless return options may struggle to compete by the end of the year [4]