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 aiming to expand in Western markets, highlighting that consumer loyalty is built through effective handling of returns and customer service [3][4]. Group 1: Consumer Expectations - Western consumers prioritize post-purchase experiences, including clear return policies and responsive customer service, which significantly influence their purchasing decisions [3][4]. - 74% of consumers are unwilling to buy products that do not offer return options, indicating that return flexibility is crucial for conversion rates [5][6]. Group 2: Financial Implications - Retailers lose 20% to 25% of their revenue due to returns, which translates to approximately $1 trillion globally in 2025 [4]. - Brands typically incur a direct loss of 17% in revenue from refunds, along with an additional 8% in operational costs related to managing returns [4]. Group 3: Market Trends - There has been a 30% increase in average refunds and returns per merchant in the first three quarters of the previous year, with a further 16% increase during the holiday shopping period [4][5]. - Factors contributing to this trend include economic recession, increased consumer anxiety, tighter budgets, and the normalization of "try before you buy" among Gen Z consumers [4]. Group 4: Competitive Landscape - Brands must adapt to the differing expectations of Western consumers regarding post-purchase experiences, as traditional price competition is less effective on mature platforms like Amazon [6][7]. - The lack of clear and frictionless return options will hinder brands' competitiveness by the end of the year, emphasizing the growing importance of third-party platforms in cross-border trade [7].