风暴中的跨境电商

Core Viewpoint - The article discusses the evolving strategies of Temu in response to changing market conditions and regulatory pressures, particularly focusing on its transition from a fully managed (全托管) model to a semi-managed (半托管) model, and the implications for cross-border e-commerce efficiency and competitiveness [3][10][20]. Group 1: Temu's Strategic Shifts - Temu has shifted from a fully managed model to a semi-managed model (Y2), where sellers are responsible for the initial logistics, reflecting a need to adapt to new market conditions and regulatory challenges [6][8]. - The introduction of Y2 aims to alleviate inventory pressure by allowing sellers to ship directly to overseas warehouses, but it also places the burden of customs clearance on sellers, which could lead to increased costs and operational challenges [9][10]. - Despite the return of the fully managed model (全托2.0), Temu continues to operate Y2, indicating an exploration of semi-managed models as a potential long-term strategy [10][11]. Group 2: Market Dynamics and Competitive Landscape - Temu's advertising cessation in the U.S. has led to a significant drop in app store rankings, impacting order volumes and seller confidence [9][13]. - The competitive landscape is shifting, with platforms like SHEIN gaining market share and demonstrating stronger performance in advertising and consumer engagement, highlighting the challenges Temu faces in regaining lost market presence [14][18]. - The article notes that the small package direct mail model, which has driven growth in cross-border e-commerce, may be becoming less viable, necessitating a reevaluation of Temu's operational strategies [17][20]. Group 3: Seller Perspectives and Operational Challenges - Sellers express a preference for the fully managed model due to the operational simplicity it provides, contrasting with the complexities introduced by the Y2 model [10][12]. - The pressure on sellers to manage customs and logistics under the Y2 model raises concerns about cost burdens and potential delays, which could affect customer satisfaction and return rates [9][10]. - The article highlights that while Y2 offers flexibility, it may not be sustainable for all sellers, particularly those lacking experience in international logistics [10][12].