TED@UPS
Aparna Mehta: Where do your online returns go?
阿帕纳·梅塔: 你网购退货的商品到去哪了？
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你是否曾经在网上订购过不同尺寸和颜色的衣服，只是为了试穿一下，然后把不合适的退回去？以前，阿帕纳·梅塔总是这样做，直到有一天她问自己：这些退回的衣服到哪里去了？在这次令人大开眼界的演讲中，她揭开了网上“免费”退货的神秘面纱——这些退货没有回到货架上，每年都有几十、几百万吨的退货服装被送到垃圾填埋场——同时，她分享了一个方案，希望终结这场日益严重的环境灾难。
Aparna Mehta - Global supply chain leader
UPS's Aparna Mehta works with the top-tier retail customers to develop innovative, profitable solutions that enhance customer experiences. Full bio
UPS's Aparna Mehta works with the top-tier retail customers to develop innovative, profitable solutions that enhance customer experiences. Full bio
Double-click the English transcript below to play the video.
00:13
Hi. My name is Aparna.
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大家好，我是阿帕纳。
我是一个购物狂。
00:16
I am a shopaholic --
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（笑声）
00:18
(Laughter)
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00:19
and I'm addicted to online returns.
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我非常喜欢网购再退货。
00:22
(Laughter)
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（笑声）
至少我曾经是这样。
00:25
Well, at least I was.
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有一段时间，每隔一天
00:27
At one time, I had two or three
packages of clothing delivered to me
packages of clothing delivered to me
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我就会收到两三个服装包裹。
00:32
every other day.
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00:34
I would intentionally buy the same item
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我会有意地买同样的东西，
但是尺寸和颜色都不同，
00:37
in a couple different sizes
and many colors,
and many colors,
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00:40
because I did not know
what I really wanted.
what I really wanted.
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因为我不知道我真正想要的
是哪一个。
是哪一个。
所以我多买一点，上身试试，
然后把不合适的退回去。
然后把不合适的退回去。
00:43
So I overordered, I tried things on,
and then I sent what didn't work back.
and then I sent what didn't work back.
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有一次我女儿看着我
把一些快递包裹退回去，
把一些快递包裹退回去，
00:50
Once my daughter was watching me
return some of those packages back,
return some of those packages back,
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她说，“妈，我觉得你有点问题”。
00:54
and she said, "Mom,
I think you have a problem."
I think you have a problem."
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00:56
(Laughter)
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（笑声）
我不这样认为。
00:58
I didn't think so.
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我的意思是，快递和退货都是免费的
对吧？
对吧？
00:59
I mean, it's free shipping
and free returns, right?
and free returns, right?
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01:02
(Laughter)
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（笑声）
对此，我之前从未多想过。
01:04
I didn't even think twice about it,
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直到我在工作中听到一个
令我震惊的数据。
令我震惊的数据。
01:07
until I heard a statistic
at work that shocked me.
at work that shocked me.
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01:12
You see, I'm a global solutions
director for top-tier retail,
director for top-tier retail,
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我是全球顶级零售解决方案总监，
当时，我们在和最大的客户开会，
01:16
and we were in a meeting
with one of my largest customers,
with one of my largest customers,
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01:19
discussing how to streamline costs.
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讨论如何缩减成本。
客户最担心的一个问题
就是管理退货商品。
就是管理退货商品。
01:22
One of their biggest concerns
was managing returns.
was managing returns.
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01:26
Just this past holiday season alone,
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就在刚刚结束的假期里，
01:29
they had 7.5 million pieces
of clothing returned to them.
of clothing returned to them.
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他们有750万件退货商品。
01:36
I could not stop thinking about it.
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我一直在想这件事。
01:38
What happens to all
these returned clothes?
these returned clothes?
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这些退回来的衣服怎么办？
于是我回家上网搜索，
01:41
So I came home and researched.
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我发现，每一年都有
01:44
And I learned that every year,
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01:48
four billion pounds of returned clothing
ends up in the landfill.
ends up in the landfill.
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180多万吨的退货衣物被扔进了垃圾堆。
就像所有美国人昨晚都洗了
一大堆衣服，
一大堆衣服，
01:55
That's like every resident in the US
did a load of laundry last night
did a load of laundry last night
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02:01
and decided to throw it
in the trash today.
in the trash today.
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然后今天就把它们扔掉一样。
02:05
I was horrified.
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我被吓坏了。
我想，“在所有人中间，
02:08
I'm like, "Of all people,
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02:10
I should be able to help prevent this."
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偏偏我有能力阻值这一切。“
02:12
(Laughter)
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（笑声）
02:13
My job is to find solutions
to logistical issues like these --
to logistical issues like these --
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我的工作是寻找解决
这些物流问题的办法，
这些物流问题的办法，
02:18
not create them.
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而不是制造问题。
所以这个问题对我来说非常私人。
02:20
So this issue became very personal to me.
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我说，“你知道吗？
我们必须解决这个问题。”
我们必须解决这个问题。”
02:25
I said, "You know what?
We have to solve this."
We have to solve this."
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利用现有的一些系统，
我们有能力解决这个问题。
我们有能力解决这个问题。
02:27
And we can, with some of the existing
systems we already have in place.
systems we already have in place.
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然后我开始想：
我们是怎么走到这一步的？
我们是怎么走到这一步的？
02:33
And then I started to wonder:
How did we get here?
How did we get here?
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02:36
I mean, it was only like six years ago
when a study recommended
when a study recommended
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我是说，提供免费网购退货服务
可以促进消费的研究
可以促进消费的研究
02:41
that offering free online returns
would drive customers to spend more.
would drive customers to spend more.
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也才是六年前才提出的。
我们开始看到
一些公司提供免费的在线退货服务
一些公司提供免费的在线退货服务
02:46
We started seeing companies
offering free online returns
offering free online returns
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来增大销量，
让顾客有更好的购物体验。
让顾客有更好的购物体验。
02:50
to drive more sales
and provide a better experience.
and provide a better experience.
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我们没有意识到的是
02:54
What we didn't realize
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02:56
is that this would lead to more items
being returned as well.
being returned as well.
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这同样会导致有更多的商品被退回。
美国公司为此损失的销售额
高达3510亿美元，
高达3510亿美元，
03:01
In the US, companies lost
$351 billion in sales
$351 billion in sales
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这还只是2017年的数据。
03:08
in 2017 alone.
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03:11
Retailers are scrambling
to recover their losses.
to recover their losses.
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零售商忙于弥补损失。
他们把退回的商品重新放到网上销售，
03:15
They try to place that returned item
online to be sold again,
online to be sold again,
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03:18
or they'll sell it to a discount partner
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或者卖给打折销售商，
03:21
or a liquidator.
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或者进行清算。
03:22
Basically, if companies cannot find
a place for this item
a place for this item
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基本上，如果这些公司不能
尽快和经济地处理退货商品，
03:26
quickly and economically,
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03:28
its place becomes the trash.
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那这些商品就会变成垃圾。
03:32
Suddenly, I felt very guilty
for being that shopper,
for being that shopper,
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突然间，我为自己也是那种
共同造成这种局面的购物者
感到惭愧。
感到惭愧。
03:37
somebody who contributes to this.
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谁会想到我无知的购物行为
03:39
Who would have thought
my innocent shopping behavior
my innocent shopping behavior
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03:42
would be hurting not only me,
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不仅会伤害自己，
同时还会破坏环境？
03:45
but our planet as well?
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03:48
And as I thought about what to do,
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当我思考要怎么做时，
03:50
I kept thinking:
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我不停地思考:
03:52
Why does the item have to be returned
to the retailer in the first place?
to the retailer in the first place?
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为什么一开始就必须把商品
还给零售商呢？
还给零售商呢？
如果有另一种方法，
03:58
What if there was another way,
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对每个人来说都是双赢的方法呢？
04:01
a win-win for everyone?
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如果一个人想要退货，
04:05
What if when a person
is trying to return something,
is trying to return something,
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商品是寄给下一个想要它的顾客，
04:09
it could go to the next
shopper who wants it,
shopper who wants it,
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04:12
and not the retailer?
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而不是零售商呢？
如果人们不退货，
04:14
What if, instead of a return,
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而是采取我所说的“绿色转换”呢？
04:18
they could do what I call a "green turn"?
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04:24
Consumers could use an app
to take pictures of the item
to take pictures of the item
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消费者可以用一个APP把商品拍照，
04:28
and verify the condition
while returning it.
while returning it.
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并在退货时验证条件。
04:31
Artificial intelligence systems could then
sort these clothes by condition --
sort these clothes by condition --
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人工智能系统可以根据情况
对这些衣服进行分类——
对这些衣服进行分类——
崭新的或者轻微用过的，
04:37
mint condition or slightly used --
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04:39
and direct it to the next
appropriate person.
appropriate person.
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然后送给对应需要的人。
04:42
Mint-condition clothes could
automatically go to the next buyer,
automatically go to the next buyer,
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崭新的衣服可以卖给其他顾客，
轻微使用的衣服可以降价，
04:45
while slightly used clothes
could be marked down
could be marked down
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04:48
and offered online again.
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再次在网上出售。
零售商可以根据
04:50
The retailer can decide the business rules
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特定商品的转售次数
决定业务规则。
决定业务规则。
04:53
on the number of times
a particular item can be resold.
a particular item can be resold.
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消费者需要做的就是
获得一个移动代码，
获得一个移动代码，
04:57
All that the consumer would need to do
is obtain a mobile code,
is obtain a mobile code,
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take it to the nearest shipping place
to be packed and shipped,
to be packed and shipped,
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到最近的发货地点
包装、发货，
包装、发货，
05:05
and off it goes from
one buyer to the next,
one buyer to the next,
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然后商品就可以从一个买家
到下一个买家，
到下一个买家，
05:08
not the landfill.
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而不是变成垃圾。
现在你会问，
05:11
Now you will ask,
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“人们真的不怕这些麻烦吗？”
05:13
"Would people really
go through all this trouble?"
go through all this trouble?"
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我认为如果有激励措施的话，
就不会，
就不会，
05:16
I think they would if they had incentives,
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05:19
like loyalty points or cash back.
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比如忠诚积分或者返现。
我们称作“绿色货币”。
05:22
Let's call it "green cash."
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将会有一个全新的机会
05:25
There would be a whole
new opportunity to make money
new opportunity to make money
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从这些愿意购买退货的
新的客户群赚钱。
新的客户群赚钱。
05:28
from this new customer base
looking to buy these returns.
looking to buy these returns.
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在这个系统交易把有趣的购物体验，
05:33
This system would make
a fun thing like shopping
a fun thing like shopping
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变成一种
05:36
a spiritual experience
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05:38
that helps save our planet.
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有助于环境保护的精神体验。
05:40
(Applause)
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（掌声）
05:49
This is doable
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这是可行的，
05:50
and would probably take six months
to weave some of our existing systems
to weave some of our existing systems
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可能需要6个月的时间
来改造我们现有的一些系统
来改造我们现有的一些系统
并开始试运行。
05:54
and run a pilot.
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05:57
Even before any of these
logistical systems are in place,
logistical systems are in place,
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甚至在这些后勤系统到位之前，
06:00
each of us shoppers can act now,
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我们每一个购物者现在就可以行动，
如果美国每一个成年人
06:05
if every single adult in the US
made a few small changes
made a few small changes
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都在购物行为上做一点改变。
06:11
to our shopping behavior.
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06:13
Take the extra time
to research and think --
to research and think --
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多花点时间去调查和思考——
我真的需要这个商品吗？
06:17
Do I really need this item?
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不。我真的想要这个商品吗？
06:20
No: Do I really want this item? --
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06:24
before making a purchase.
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在购买之前就想好。
如果美国每一个成年人
06:26
And if every one of us adults in the US
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每年少退回五件商品，
06:30
returned five less items this year,
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06:33
we would keep 240 million pounds
of clothes out of the landfill.
of clothes out of the landfill.
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就能避免十多万吨的衣服沦为垃圾。
这样就能减少百分之六的服装垃圾。
06:40
Six percent reduction, just like that.
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这次我们造成的环境问题
06:44
This environmental problem
that we have created
that we have created
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不是几千年之后会发生的，
06:48
is not thousands of years away;
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是当今正在上演的问题，
06:50
it's happening today,
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06:52
and must stop now to prevent growing
landfills across the globe.
landfills across the globe.
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现在必须停下，
阻止全球垃圾填埋的增涨。
阻止全球垃圾填埋的增涨。
06:58
I want to leave my daughter
and my daughter's daughter
and my daughter's daughter
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我想给我女儿以及再下一代
07:01
a better and cleaner place
than I found it,
than I found it,
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一个更好、更干净的环境，
所以我不仅停止了过量地购物，
07:04
so I have not only stopped overordering,
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07:08
I recycle religiously as well.
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还尽心地回收退货商品。
同样你也可以，这并不难。
07:10
And you can, too. It's not difficult.
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在我们用自己不想要的商品
07:13
Before we fill our shopping carts
and our landfills
and our landfills
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07:17
with extra items that we don't want,
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填满购物车和垃圾场之前，
07:20
let's pause next time
we are shopping online
we are shopping online
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让我们在下次网购时先停一停，
仔细想想我们真正想要的是什么：
07:23
and think twice about what we all
hopefully really do want:
hopefully really do want:
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一个可以叫做家园的美丽地球。
07:29
a beautiful Earth to call home.
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07:32
Thank you.
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谢谢。
07:33
(Applause)
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（掌声）
ABOUT THE SPEAKER
Aparna Mehta - Global supply chain leaderUPS's Aparna Mehta works with the top-tier retail customers to develop innovative, profitable solutions that enhance customer experiences.
Why you should listen
The exponential rise of e-commerce has changed the way we shop and driven retailers to offer things like "hassle-free" returns policy, to keep up with customer expectations. But what's the true cost of these returns to our planet? This was a life-changing question for Aparna Mehta, who went from being a serial returner of online purchases to finding a solution to mitigate returns.
As a Global Solutions Director at UPS, Mehta is skilled at assessing business processes to develop innovative solutions that are profitable and enhance customer experiences. She has been engaged with inspiring teams to peak performance and develop future leaders for more than two decades. She holds two master's degrees: an MBA and a master's in applied computer science from Illinois State University. In her personal time, she's on the leadership team for Ellevate, a professional networking group for women aimed at reducing the wage gap.
Aparna Mehta | Speaker | TED.com