150欧免税取消，中国电商如何应战？

Core Viewpoint - The European cross-border e-commerce market is undergoing significant changes due to new tax policies and increasing scrutiny on Chinese e-commerce platforms like SHEIN and Temu, which face challenges in expanding their market presence in Europe [1][5][19]. Group 1: Regulatory Changes - The European Council has announced the implementation of a small package tax policy, which will take effect in early 2026, eliminating the previous exemption for goods under €150 [1]. - All incoming packages will now incur customs duties, VAT, and a customs inspection fee of approximately €2, which will complicate the logistics for e-commerce platforms [1][5]. - Experts suggest that these changes will shift consumer purchasing decisions from price-driven to value and trust-oriented, increasing the operational costs for sellers due to the need for more detailed customs data [5][21]. Group 2: Market Dynamics - In 2024, the EU is expected to receive 4.6 billion low-value e-commerce packages, with 91% originating from China, equating to approximately 4.186 billion packages [7][8]. - Despite regulatory challenges, Temu and SHEIN have seen substantial user growth in Europe, with Temu's monthly active users reaching 115.7 million in the first half of 2025, a 12.5% increase from the previous year [9]. - The economic downturn in Europe, exacerbated by the Russia-Ukraine conflict, has led consumers to seek more affordable options, benefiting discount retailers and platforms like Temu and SHEIN [10][11][14]. Group 3: Consumer Behavior - European consumers are increasingly turning to discount stores and e-commerce platforms for essential goods, reflecting a shift in spending habits due to inflation and economic uncertainty [10][14]. - The disparity between wealth and poverty in Europe is growing, with many middle-class consumers feeling the pinch and opting for cheaper alternatives like SHEIN [15][16]. - The demand for affordable products is evident, as consumers express a preference for low-cost options over locally produced goods, highlighting a significant market opportunity for Chinese e-commerce [15][16]. Group 4: Strategic Responses - Some sellers are considering shifting to local e-commerce platforms to navigate the new regulatory landscape, but experts argue that this strategy may be outdated due to declining marketing budgets on these platforms [19][21]. - Sellers are still required to pay customs duties regardless of whether they ship directly from China or use local warehouses, complicating the logistics further [21]. - Temu and SHEIN are viewed as the best options for sellers due to their traffic advantages and lower commission rates compared to other platforms [21][22]. Group 5: Brand Development - The long-term solution for sellers lies in building brands rather than relying solely on low-price strategies, which are unsustainable in the European market [28][31]. - Successful brand development requires a focus on product positioning, uniqueness, and alignment with market needs, as demonstrated by the success of brands like Avril Paris [31][33]. - The rise of the Print on Demand (POD) model has shown that Chinese sellers can effectively respond to market trends and consumer demands for personalized products [29][30].