Core Insights - The report discusses the challenges faced by brands in the current e-commerce environment, particularly due to competition from emerging platforms like Douyin and traditional e-commerce platforms, which are both experiencing limitations in sales growth and marketing ROI [1][5][6]. E-commerce Challenges - Emerging e-commerce platforms like Douyin are struggling with low sales return on investment (ROI) and mismatched marketing expenditures, while traditional e-commerce faces traffic bottlenecks that limit sales growth [6][8]. - The complexity of consumer purchasing behavior and the lack of effective strategies to capture external traffic from Douyin are significant challenges for brands [8][10]. Key Strategies for Resolution - The key to overcoming these challenges lies in deconstructing consumer behavior and motivations across various platforms to better align with purchasing pathways [10]. - Monitoring in-app consumer behavior can capture diverse actions across multiple platforms, providing real data to evaluate marketing effectiveness and track consumer performance [10][12]. Douyin's Role in the Purchase Journey - Douyin plays different roles throughout the exposure, interest, and transaction stages of the consumer journey, with significant variations in purpose, efficiency, and consumer preferences across different link types [12][15]. - Approximately 80% of consumer actions related to transactions occur within Douyin, highlighting its importance in the sales funnel [13][18]. Insights on Consumer Behavior - The report emphasizes the need for refined operations in e-commerce marketing, focusing on unlocking Douyin's potential for consumer engagement and conversion [1][10]. - Brands should utilize the Shopping Mission - Platform - Occasion - Portfolio model to gain deeper insights into consumer needs and preferences [1][10]. Recommendations for Brands - Brands should enhance their operational strategies by identifying key touchpoints and optimizing exposure frequency to improve conversion rates [17][25]. - Effective strategies for capturing Douyin's external traffic include leveraging in-app content, intercepting searches on platforms like JD.com, and optimizing product offerings [25][26].

在大众的印象里，"仅退款"这一售后政策属于国内平台原创，而真正的祖师爷是亚马逊，于2017年推出该政策，直到2021年，拼多多也上线了"仅退 款"。 "仅退款"的出现是为了减少售后流程、优化用户体验、惩戒不良商家，当消费者购买到问题商品时，顾客可发起"仅退款"，面对产品质量差、差评过多 的商品，系统会给予支持。 如《人民网》评价 "仅退款"的设计初衷有其积极意义，「一来可有效维护消费者的合法权益；二来可有力震慑一些商家，使得他们不敢以次充好。有 了"仅退款"，消费者少了后顾之忧，在平台购物更趋积极，无疑可提升平台的人气。」 在此后的两年时间里，关于"仅退款"的讨论并无多大声量，直到2023年底，淘宝、抖音、京东、快手等也相继加入阵营，随后"仅退款"开始进化为一场 飓风，掀起滔天骇浪。 从"二选一"到"仅退款"，电商平台间的竞争或多或少都损害了商家的利益。 作者 | 李小霞 编辑 | 乔芊 "仅退款"将要成为历史。 据澎湃新闻报道，拼多多、淘宝、抖音、快手、京东等多个电商平台将全面取消"仅退款"，消费者收到货后的退款不退货申请，将由商家自主处理。 实际上，早在去年就有消息传出，而今靴子触地， 标志着这场始于20 ...