靠小额免税起家的中国电商被迫重写出海剧本

Core Insights - Temu and SHEIN are facing pressure to adjust their business models due to the cancellation of the small import tax exemption policy in the U.S., which will increase operational costs and lead to a shift towards local sourcing of products [1][2][5]. Group 1: Business Model Changes - As of May 1, 2024, Temu's goods sourced from the U.S. have increased, while direct shipments from China have decreased significantly, with most direct shipment items disappearing from the website [1][5]. - The cancellation of the small import tax exemption means that Temu has started adding "import fees" to prices of goods shipped directly from China, significantly raising costs for consumers [2][3]. - Temu's strategy is shifting towards local procurement in various countries, including the U.S., where local sourcing is expected to account for 80% of sales in Europe by 2024 [5]. Group 2: Market Impact - The U.S. accounted for 50% of Temu's total merchandise value (GMV) in 2024, but this is projected to decline to 25% by 2027, indicating a potential shift in focus towards Asian and European markets [5]. - The number of packages cleared under the low-value exemption rule in the U.S. reached 1.36 billion in 2024, doubling from 2022, highlighting the significance of this policy for Temu and SHEIN's growth [3]. - The strategic shift away from low-cost direct shipments from China may reduce competitiveness for Temu and SHEIN, as U.S. consumers are attracted to the low prices offered by these platforms [5][6].