Temu Adapts Localization Strategy Amid Trade Tensions
Faced with the dual pressure of tariff barriers and tightening 'de minimis' rules, Temu adopts a 'localized fulfillment' strategy to maintain price competitiveness, mitigate tariff risks, and enhance user experience. This move presents challenges such as supply chain restructuring and increased competition. However, it may also accelerate the localization of cross-border e-commerce and reshape global supply chains. Temu's strategic choice contrasts with Shein's approach, and its success or failure will provide valuable lessons for the cross-border e-commerce industry. This strategy aims to navigate the evolving landscape and maintain a competitive edge.
