Core Insights - The article discusses the evolving landscape of cross-border e-commerce, particularly focusing on the platform Temu and its recent operational adjustments in response to changing market conditions and regulatory pressures [1][9][14] Group 1: Temu's Operational Changes - Temu has shifted from a fully managed (全托) model to a semi-managed (Y2) model, where sellers are responsible for the initial logistics while the platform handles the final delivery [3][4][5] - The Y2 model aims to alleviate inventory pressure caused by rising costs, but it also places the burden of customs clearance on sellers, which has led to increased operational challenges [4][5][6] - Following the introduction of Y2, Temu quickly reverted to a new version of its fully managed model (全托2.0), indicating a need to adapt to market demands and seller preferences [3][8][10] Group 2: Market Dynamics and Seller Reactions - Sellers have expressed a preference for the fully managed model, as it allows them to operate with less logistical burden, highlighting a dependency on the platform for operational efficiency [7][8][13] - The decline in advertising and platform visibility has resulted in a significant drop in Temu's app rankings, affecting order volumes and seller confidence [6][12] - Sellers are facing increased costs and complexities under the Y2 model, leading to a higher return rate and dissatisfaction with the new operational structure [6][10][11] Group 3: Competitive Landscape - Temu's adjustments come amid a competitive environment where other platforms like SHEIN and TikTok Shop are also exploring new operational models to maintain market share [15][17] - The article notes that the cross-border e-commerce landscape is shifting away from small package direct shipping and fully managed models, which have been the norm for the past several years [14][15] - Temu's ability to maintain low prices remains crucial for its competitive strategy, especially as it faces challenges in regaining market share in the U.S. [14][17]