Seel首席营收官：中国品牌全球化应更加注重售后体验

Core Insights - The article emphasizes the importance of post-purchase experience for Chinese brands to expand their business in Western markets, highlighting that Western consumers prioritize after-sales services and return policies [2][3]. Group 1: Consumer Behavior - 74% of consumers are unwilling to purchase products without a return option, indicating that return flexibility significantly impacts conversion rates [5]. - The average retailer loses 20% to 25% of their revenue due to returns, which translates to approximately $1 trillion globally by 2025 [3]. - The average brand incurs a direct loss of 17% in revenue due to refunds, along with an additional 8% in operational costs related to managing returns [3]. Group 2: Market Trends - Seel's analysis shows a 30% increase in average refunds and returns per merchant in the first three quarters of last year compared to the previous year, with a further 16% increase during the holiday shopping period [4]. - Factors contributing to this increase include heightened consumer anxiety due to economic recession, tighter budgets, and the normalization of "try before you buy" among Generation Z consumers [4]. Group 3: Brand Strategy - Brands are increasingly focusing on real user experiences post-technology deployment, moving beyond just showcasing technology at events like CES [4]. - The article notes that the challenge for brands is not just completing sales but ensuring consumer confidence and satisfaction after the purchase [4]. - Chinese brands excel in product innovation and price competition, but they need to meet Western consumers' high expectations for post-purchase experience predictability and accountability [4]. Group 4: Cross-Border Considerations - Compliance has become a critical consideration for cross-border sellers, with certifications like system and organization controls and data protection regulations being essential for engaging with Western consumers [5]. - Brands lacking clear and frictionless return options are predicted to struggle in competitiveness by the end of the year, emphasizing the growing importance of third-party platforms in cross-border trade [5].