36氪出海·关注｜加大广告投放力度，跨境电商平台“激战”欧洲

Group 1 - The European market is becoming a new battleground for cross-border e-commerce platforms due to changes in global trade dynamics and tariff fluctuations [3][4] - SHEIN and Temu have significantly increased their advertising spending in Europe, with SHEIN's monthly ad spend in France and the UK rising by 35%, while Temu's increased by 40% and 20% respectively [3] - SHEIN's sales in Europe grew by 68% in 2023, reaching €7.684 billion [3] - Temu is accelerating its localization efforts in Europe, partnering with DHL to support its local-to-local business model, which is expected to contribute 80% of its European sales [3] Group 2 - AliExpress has a strong presence in Europe, ranking fourth and fifth in traffic contributions from Spain and France, respectively, and recently signed two celebrity endorsements in Spain [4] - Alibaba's B2B platform, Ali International Station, saw a more than 45% year-on-year increase in European orders and seller payments in March, with France, Italy, Spain, the UK, and Germany being the fastest-growing markets [4] - JD.com has launched its "Joybuy" brand in the UK and is testing operations, while its "ochama" brand has established self-operated warehouses in several European countries [4] Group 3 - The European e-commerce market is the third largest globally, with a market size of $631.9 billion in 2023, indicating significant potential [5] Group 4 - The complexity of the European market is highlighted by geographical and linguistic divisions, varying economic development levels, consumer habits, and e-commerce penetration rates across countries [7] - Many companies previously viewed Europe as a strategic branding opportunity rather than a core growth engine, but the current trade volatility has made it a crucial choice for cross-border businesses seeking stability and growth [7]