上海/德国法兰克福 —— 随着欧盟及其他地区对“微额豁免”政策作出调整，低价商品的国际运输吸引力下降，中国折扣购物平台在全球面临更大的关税挑战。
SHANGHAI/FRANKFURT, Germany -- Chinese discount shopping platforms face greater tariff challenges worldwide, as changes to "de minimis" exemptions in the European Union and elsewhere make international shipments of low-cost goods less attractive.
市场研究公司 Sensor Tower 编制的数据显示，Temu 10 月的月活跃用户同比下降 18%。该平台的用户群自 6 月起持续萎缩。竞争对手、快时尚零售商 Shein 的用户数量也于 7 月开始下滑。
Data compiled by market research firm Sensor Tower shows Temu's monthly active users fell 18% on the year in October. The platform's user base has been shrinking since June. Rival fast-fashion retailer Shein's user numbers also began dropping in July.
关税是其中一个因素。自 7 月 1 日起，欧盟对价值低于 150 欧元的进口包裹征收 3 欧元（约合 3.36 美元）关税，终止了此前根据该集团微额豁免政策享受的优惠待遇。本月又新增了 2 欧元的手续费。
Tariffs are one factor. Since July 1, the EU has imposed a tariff of 3 euros ($3.36) on imported parcels valued below 150 euros, ending preferential treatment previously available under the bloc's de minimis exemption. An additional 2-euro handling fee was introduced this month.
“我已经不在 Temu 上买东西了，”一名 38 岁的法兰克福居民表示，她预期价格会上涨。这位消费者此前曾通过该平台购买汽车清洁用品、厨房用品和狗屋。
"I've stopped shopping on Temu," a 38-year-old Frankfurt resident said, expecting prices to rise. This consumer previously bought car-cleaning supplies, kitchen goods and a doghouse through the platform.
Temu 母公司拼多多控股联席董事长兼联席首席执行官陈磊在 8 月的业绩简报会上承认，新的欧盟关税将在短期内增加跨境订单的成本。
Chen Lei, co-chairman and co-CEO of Temu parent company PDD Holdings, acknowledged at an August earnings briefing that the new EU tariff would increase costs for cross-border orders in the short term.
随着中国国内消费依然疲软，该国电商企业自 2022 年左右起加速布局跨境零售。拼多多于当年推出 Temu 作为海外市场平台，并迅速拓展至美国、欧洲、亚洲和南美洲。
With consumption in China still sluggish, the country's e-commerce companies have increasingly moved into cross-border retail since around 2022. PDD debuted Temu that year as an overseas marketplace and rapidly expanded into the U.S., Europe, Asia and South America.
在通胀持续粘性的背景下，以 Temu 和 Shein 为代表的中国超低成本在线零售商深受美国和欧洲消费者欢迎。作为全球电商市场的主导者，亚马逊为应对中国平台日益激烈的竞争，加大了招募中国商家的力度。
Ultralow-cost Chinese online retailers such as Temu and Shein have proven popular with U.S. and European consumers amid sticky inflation. Amazon, which dominates e-commerce markets worldwide, has increased efforts to recruit Chinese merchants in response to growing competition from Chinese platforms.
中国电商出口 2025 年达到 2.27 万亿元人民币（约合 3410 亿美元），较过去五年翻了一番多。
China's e-commerce exports reached 2.27 trillion yuan ($341 billion) in 2025, more than doubling over the past five years.
尽管出口仍在增长，但放缓迹象已显现。随着更多国家修订其小额免税政策，2025年增长率降至5%，为2019年以来最弱。
Though exports continue to grow, a slowdown is visible. As more countries revise their de minimis exemptions, growth in 2025 slowed to 5%, the weakest since 2019.
目的地市场对低价中国商品涌入的担忧日益加剧，使中国平台面临更严格的监管审查。5月，欧盟委员会因Temu未能充分评估和应对其平台上销售非法产品的相关风险，对其处以2亿欧元罚款。中国电商企业正在适应不断变化的商业环境。
Concerns about the influx of low-cost Chinese goods have grown in destination markets, exposing Chinese platforms to greater regulatory scrutiny. In May, the European Commission fined Temu 200 million euros accusing the company of failing to adequately assess and address risks related to illegal products sold on its platform. Chinese e-commerce companies are adapting to the changing business environment.
Temu不再单纯依赖中国低价出口商品，已开始招募本地商家。该计划已扩展至约40个国家，包括日本。
Temu, no longer relying solely on low-priced exports from China, has begun recruiting local merchants. The initiative has expanded to roughly 40 countries, including Japan.
将库存更靠近消费者可实现更快配送。Temu德国网站越来越多地展示标榜“下一个工作日送达”的商品。本地采购还让平台能够提供食品等不太适合传统跨境电商模式的商品。
Holding inventories closer to consumers allows for faster delivery. Temu's German website increasingly features s boasting that purchases will arrive within one business day. Local sourcing also lets the platform offer products such as food that are less suited for traditional cross-border shipping models.
拼多多也在进军品牌开发，利用其电商业务构建的供应链。该公司以往主要销售无品牌低价商品，今年早些时候在上海成立子公司，并计划三年内投资1000亿元人民币。
PDD also is moving into brand development, leveraging supply chains built through its e-commerce operations. Historically known for selling mostly unbranded low-cost goods, the company formed a subsidiary in Shanghai earlier this year and plans to invest 100 billion yuan over three years.
中国媒体报道显示，Temu已在其面向日本、加拿大等市场的平台上推出自营店铺。这些店铺销售服装、床上用品及其他家居产品，采用美国动画系列等品牌的知识产权。
Chinese media reports show Temu has launched its own stores on its platforms for markets including Japan and Canada. The stores sell apparel, bedding and other household products featuring intellectual property from U.S. animation franchises and other brands.
一些中国企业正探索全新模式，而非依赖跨境电商。京东集团3月推出Joybuy在线零售服务进军欧洲市场。该平台利用本地仓库加快配送。
Some Chinese companies are exploring entirely new models rather than relying on cross-border e-commerce. JD.com entered the European market in March by launching its Joybuy online retail service. The platform uses locally based warehouses to speed deliveries.
在推出电商服务前，京东投资建设了自己的本地物流网络。在部分市场，可提供当日达服务。尽管该模式比跨境电商需要更高的前期投入，但京东在中国采用了类似策略，并希望在欧洲复制这一成功。
Before debuting its e-commerce service, JD invested in building its own local logistics network. In some markets, same-day delivery is available. Though the model requires higher upfront investment than cross-border e-commerce, JD has employed a similar strategy in China and hopes to replicate that success in Europe.
首席执行官徐然表示，在今夏席卷欧洲的热浪期间，中国产空调等产品销售尤为火爆。得益于家电配送安装一体化等服务，公司在两个季度内实现了营收翻倍。
During the heat wave that swept Europe in summer, products such as Chinese-made air conditioners sold particularly well. The company doubled revenue in two quarters, helped by services such as integrated delivery and installation for home appliances, CEO Xu Ran said.
欧洲消费者评价不一。一些人表示使用 Joybuy 是因为价格可能比亚马逊更低。另一些人则指出，他们想要的产品仍只能通过亚马逊购买。
European consumers offer mixed reviews. Some say they use Joybuy because prices can be lower than those on Amazon. Others note that the products they want remain available only through Amazon.