Core Viewpoint - Temu is facing significant challenges in maintaining its competitive pricing strategy due to Amazon's price control mechanisms and internal management issues [1][4][5]. Group 1: Pricing and Competition - Following the tightening of tax exemption policies for Chinese small packages in the U.S., Temu paused its full-service operations and shifted to a local fulfillment model, aiming to introduce more U.S. brand sellers to enhance its pricing and logistics competitiveness [2][4]. - Temu's attempts to negotiate with U.S. sellers have been met with resistance, as sellers are required not to price their products lower than those on Amazon, which is a direct response to Amazon's price monitoring system [2][4]. - Amazon's price linkage mechanism can lead to the loss of the "Buy Box" for sellers if lower prices are detected on other platforms, creating a significant barrier for Temu's pricing strategy [4]. Group 2: Internal Management Challenges - Since mid-July, many Temu sellers have reported a lack of communication with their assigned buyers, indicating potential internal disruptions within the company [5][6]. - Temu is undergoing a large-scale adjustment of its buyer team, resulting in personnel shortages and increased difficulty in recruitment due to high turnover rates and work intensity [6]. - The restructuring has led to changes in how buyers are assigned, now focusing on product categories rather than sales models, which has caused imbalances in resource allocation and further complications for sellers [6]. Group 3: Supply Chain and Fulfillment - To stabilize its supply chain, Temu has preemptively shipped a significant amount of popular products to its U.S. warehouses before the cancellation of the T86 policy, ensuring a three-month inventory of full-service products [8]. - Since June, Temu has been increasing the proportion of full-service product promotions, aiming to fully restore its full-service operations by the end of July [8]. - The focus on full-service operations has led to decreased attention on non-full-service businesses and smaller sellers, exacerbating the issue of buyers becoming unresponsive [8].

Core Viewpoint - Temu is focusing on semi-managed and self-operated businesses while gradually restoring its full-managed operations in the U.S. market [2][4]. Group 1: Business Operations - Temu's full-managed operations in the U.S. are set to fully resume by the end of July, with some links already being restored since June, albeit slowly [2]. - The company has opened semi-managed local warehouses in Germany and Poland, which are rented and operated by Temu itself, differing from the full-managed pre-staging warehouses [2]. - Temu has been providing subsidies to merchants for using its warehouses, with the subsidy for official shipping labels dropping from $0.5 to $0.3 per order since April [2]. Group 2: Logistics and Supply Chain - The logistics for semi-managed operations include a subsidy of $1-2 per order, but this is only available to select high-quality merchants or specific categories that Temu aims to support [2]. - Following the implementation of T86, Temu ceased direct shipments from China to the U.S. and began selling products from local warehouses, having prepared a significant inventory in advance [4]. - The company is adjusting its strategies to navigate the challenges posed by the current market conditions and is expected to continue monitoring policy stability before making further investments [3].

Core Viewpoint - Temu is focusing on semi-managed and self-operated businesses while gradually restoring its full-managed operations in the U.S. market [2][4]. Group 1: Business Operations - Temu's full-managed operations in the U.S. are set to fully resume by the end of July, with some links already being restored since June, albeit slowly [2]. - The company has opened semi-managed local warehouses in Germany and Poland, which are rented and operated by Temu itself, differing from the full-managed pre-staging warehouses [2]. - Temu has been providing subsidies to merchants for using its warehouses, with the subsidy for official shipping labels dropping from $0.5 to $0.3 per order since April [2]. Group 2: Logistics and Supply Chain - The logistics for semi-managed operations include a subsidy of $1-2 per order, but this is only available to select high-quality merchants or specific categories that Temu aims to support [2]. - Following the implementation of T86, Temu ceased direct shipments from China to the U.S. and began selling products from local warehouses, having prepared a significant inventory in advance [4]. - The company is adjusting its strategies to navigate the challenges posed by the current market conditions and is expected to continue monitoring policy stability before making further investments [3].

全托管-半托管-平台模式。 文丨沈方伟 陈晶 编辑丨管艺雯 特朗普再度当选后，拜登时期美国政府针对跨境电商设立的限制政策很可能进一步加强。中国跨境电商平 台已有预期。今年初，中国跨境电商将半托管视作最有效的应对模式 —— 商家自行将货物成批运到美 国，清关入仓，由平台负责定价、销售。 转型最为激进的是 Temu。过去十个月，Temu 前后派出多位一二级主管带队，组建近一千人的招商队伍 希望在今年将商品供给数量提高一倍。他们给 3 月才上线的半托管业务定下激进目标 —— 2024 年被寄希 望完成 200 亿美元 GMV，占整体目标的三分之一。 我们了解到，截至今年 10 月，在欧美两个大市场，Temu 半托管招募的商家和商品数量未能达到原定目 标。Temu 否认以上两段数据和说法。 为此，Temu 已经几度调整：10 月下旬半托管业务的招商员工，几乎都被转为类目运营，他们中的一部分 人还回到了最初的全托管业务；Temu 还在筹备建设海外前置仓，提前在海外储备一些畅销商品。 Temu 最初完全采用 "全托管"，商家把货送到国内的仓库，平台接管后续的定价、销售、运输，将每个消费 者的货物以邮政小包直接寄往目的地。 ...