跨境电商的暴富神话消退了

Core Viewpoint - The era of easy profits in cross-border e-commerce is coming to an end, with increasing regulatory pressures and market volatility challenging the survival of players in the industry [2][3][25]. Group 1: Market Dynamics - TEMU and other Chinese cross-border e-commerce platforms have rapidly expanded globally, but recent policy changes, such as the U.S. cancellation of the "low-value exemption" for imports from China, have significantly impacted their business models [2][5][10]. - The U.S. market has seen a dramatic increase in tariffs, with packages valued under $800 now subject to a 120% tax, which has severely affected platforms relying on low-cost direct shipping [11][12][14]. - The cross-border e-commerce landscape is shifting from a focus on low prices to a more competitive environment where brands must adapt to new regulations and market conditions [3][56]. Group 2: Competitive Landscape - The competition among cross-border e-commerce platforms has intensified, with TEMU, SHEIN, and TikTok Shop emerging as key players, challenging Amazon's dominance [25][31][34]. - TEMU's "full management model" has attracted many merchants by minimizing entry barriers, but this has also led to concerns about merchants losing pricing power and market influence [36][41]. - The introduction of a "semi-management model" allows sellers more control over logistics and pricing, indicating a shift towards a more flexible operational approach in response to market pressures [42][43]. Group 3: Regulatory Challenges - Regulatory scrutiny has increased globally, with platforms like SHEIN and TEMU being designated as "super large online platforms" under the EU's Digital Services Act, leading to tighter regulations [5][6]. - The cancellation of the low-value exemption in the U.S. is seen as a direct attempt to undermine the competitive pricing advantage of Chinese cross-border e-commerce platforms [11][27]. - Emerging markets, such as Southeast Asia, are also tightening regulations, as seen with TEMU facing scrutiny in Thailand and Indonesia [6][5]. Group 4: Future Outlook - The cross-border e-commerce sector is expected to transition from aggressive growth strategies to a focus on profitability and value creation, emphasizing product quality and brand development [56]. - Companies are likely to increase investments in research and development to enhance product quality and adapt to changing consumer demands in a more competitive landscape [56]. - The future of cross-border e-commerce will be shaped by the ability of companies to navigate regulatory challenges and leverage new market opportunities, particularly in emerging regions [54][55].