低价之后，中国电商出海靠什么

Core Viewpoint - The past two years of China's cross-border e-commerce can be defined by a "price war," but by 2025, the focus is shifting towards brand enhancement, localization, and quality improvement as platforms face increasing regulatory scrutiny and market challenges [1][15]. Group 1: Market Dynamics - The "Four Little Dragons" of cross-border e-commerce, namely AliExpress, Temu, TikTok Shop, and SHEIN, initially gained market share through cost advantages but are now transitioning to more sustainable business models [1][15]. - The tightening of global trade rules and rising geopolitical tensions have led to significant challenges for these platforms, particularly with the U.S. altering tariff policies and eliminating tax exemptions for low-value packages [5][18]. - As of June 2025, SHEIN and Temu experienced a decline in daily active users in the U.S. by 25% and 52% respectively, following the policy changes [19]. Group 2: Business Strategies - Platforms are adopting a "managed" model to enhance supply chain control, with AliExpress reporting a 70% share of Choice orders from its managed business, and Temu's transaction service revenue growth exceeding 300% during its rapid expansion [4][19]. - AliExpress is launching a "Super Brand Going Global" initiative to compete directly with Amazon, aiming to attract brands with lower costs and reporting an 80% increase in the number of million-dollar brands during key sales events [21]. - Temu is shifting its focus from being a low-cost goods distributor to empowering Chinese manufacturers to enhance brand value, indicating a strategic pivot towards high-quality development [22]. Group 3: Compliance Challenges - The international regulatory environment is becoming increasingly stringent, with compliance in areas such as data security, product safety, and environmental standards becoming critical for long-term operations [12][24]. - Temu is under investigation by the European Commission, highlighting the growing scrutiny of its business model regarding compliance with safety and environmental standards [24]. - The platforms are recognizing that compliance capabilities will become a core competitive advantage, shifting focus from rapid user growth to sustainable and compliant operational models [25].