2025年中国出海零售行业品牌调研：从“卖全球”到“智全球”：一体化与智能体双擎驱动品牌出海新纪元

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The report highlights the dual strategic transformation of Chinese retail brands going global, driven by "integrated commerce" and "intelligent commerce" in response to globalization and digitalization trends [4] - It emphasizes the necessity for retail brands to create a seamless shopping experience centered around consumer needs, integrating multiple channels to enhance user loyalty and sales conversion rates [5] - The rapid development of generative AI is reshaping retail models and expanding growth boundaries, indicating a significant potential for intelligent commerce [6] - The report identifies the need for comprehensive data integration across channels as a critical prerequisite for achieving both integrated and intelligent commerce [9] Summary by Sections Market Trends - Consumer demand is evolving towards multi-channel integration, making integrated commerce a core competitive advantage for retail brands [5] - A significant portion of surveyed companies believes that expanding channel layouts will directly enhance sales performance, with 50% indicating a positive correlation [17] - The report notes that while many brands have established multiple channels, only 30% can provide cross-channel purchasing services, indicating a gap in integrated commerce capabilities [22] Technological Transformation - The emergence of generative AI is rapidly popularizing intelligent commerce, which enhances operational efficiency and consumer experience [6] - Nearly 60% of surveyed companies plan to increase investments in AI agents within the next year, viewing it as a key area for market expansion and user service [34][36] Core Foundations - Full-channel data integration is essential for achieving integrated and intelligent commerce, with payment data being a crucial link in connecting transactions, users, and scenarios [9] - 90% of companies believe that data interoperability will be key to improving sales performance [29] Payment Challenges and Solutions - The report identifies three main challenges faced by companies in cross-border payments: optimizing payment experience, ensuring security and compliance, and reducing operational costs [10] - Utilizing professional third-party payment services is recommended as a cost-effective solution for growing companies, enhancing payment experiences and compliance [51] - 67% of companies believe that a unified payment experience will improve sales conversion rates, while 87% indicate that one-click payment options will enhance repurchase rates [52][55] Future Directions - The report concludes that to thrive in the global market, Chinese retail brands must focus on creating seamless shopping experiences through integrated commerce and leverage AI agents for intelligent commerce [74] - Companies are encouraged to adopt professional payment services to optimize payment experiences, reduce compliance risks, and drive overseas business growth [75]