精准预测潜在爆款，重构全球零售秩序，报告显示Temu全球市场份额追平亚马逊

Core Insights - Temu, a budget e-commerce platform under Pinduoduo, has matched Amazon's global cross-border market share, rising from less than 1% in 2022 to 24% in 2023 [1][2] - The essence of cross-border e-commerce is the global restructuring of supply chains, as highlighted by industry experts [1][4] Market Share Dynamics - According to the International Post Corporation (IPC), Amazon's market share has slightly declined from 26% in the previous two years to 25% in 2024, while Temu is projected to stabilize its share at 24% by 2025, leading to a near equal split of the global cross-border e-commerce market [2][3] - The IPC report involved 31,000 high-frequency cross-border online shoppers across 37 countries, indicating sustained consumer confidence in cross-border shopping [2] Competitive Landscape - Other Chinese retail giants like Shein have also experienced significant growth, stabilizing at a 9% market share by 2025, while Alibaba's AliExpress is slightly lower at 8% [3] - The "Four Little Dragons" of Chinese e-commerce, including Temu, Shein, AliExpress, and TikTok Shop, are rapidly expanding in the global market, despite facing increasing policy challenges in overseas markets [3][4] Supply Chain and Pricing Strategy - Temu's success is attributed to its "full-service model," which allows merchants to provide goods while the platform handles sales, operations, and logistics, significantly reducing costs [3][4] - Chinese cross-border e-commerce platforms like Temu have unified overseas pricing structures, reducing internal competition and leveraging big data for market responsiveness [4] Consumer Behavior and Market Trends - Temu's lower average transaction value compared to Amazon is seen as a competitive advantage, catering to the demand for high-cost performance products in Western and developing markets [5][6] - The strategy of entering consumers' shopping carts with lower-priced items is viewed as foundational for future brand loyalty and higher transaction values [6] Future Outlook - The transition of Chinese e-commerce from "guerrilla warfare" to "regular army" signifies a critical phase in achieving true globalization, with an emphasis on local warehousing and compliance [6] - The rise of platforms like TikTok and Temu indicates China's shift from being the "world's factory" to a global competitor in services and technology [6]