Workflow
Temu美国站,重大转折
Sou Hu Cai Jing·2025-05-06 17:11

Core Viewpoint - Temu has announced the cessation of all direct shipping from China to the United States, shifting to local fulfillment from U.S. sellers, marking a significant turning point and setback for the company [1][9]. Group 1: Business Model Changes - Temu's U.S. site and app have undergone major adjustments, now only displaying products shipped from local warehouses, with items shipped from China marked as out of stock [1][2]. - To promote local warehouse products, Temu has prominently displayed a message stating "Local warehouse products, no import fees" on its homepage [4]. - The decision to stop direct shipping from China was anticipated, as Temu had already begun limiting traffic to U.S. fully managed products and increasing prices prior to the announcement [7]. Group 2: Regulatory Impact - The U.S. Customs and Border Protection (CBP) announced the cancellation of the tariff exemption for goods valued under $800 from mainland China and Hong Kong, effective May 2 [8]. - This change significantly impacts Temu's ability to maintain low prices, as it previously exploited the T86 customs clearance loophole to avoid tariffs [8][9]. - With the new regulations, Temu's direct shipping model to the U.S. is no longer sustainable, leading to a shift towards a semi-managed model [9][11]. Group 3: Market Dynamics - The U.S. market is crucial for Temu, contributing 29.27% of its traffic, while other countries contribute only single-digit percentages [9][10]. - The cancellation of the T86 exemption diminishes Temu's competitive pricing advantage, which had previously allowed it to outperform competitors like Amazon [11]. - Following the shift to a semi-managed model, Temu's advertising efforts have significantly decreased, with its Google Shopping ad exposure dropping from 19% to 0% within a few weeks [12][15]. Group 4: Expansion Challenges - Temu is now focusing on expanding into Europe and Brazil, but faces challenges in these markets due to their fragmented nature and varying regulations [15][17]. - In Brazil, Temu's advertising expenditure surged by 800 times, resulting in an increase in traffic share to 11.59%, but the overall market remains less lucrative compared to the U.S. [16]. - The European market presents additional hurdles, including potential new tariffs on imported small packages, which could further complicate Temu's expansion efforts [17][18].