亚马逊狙击Temu：电商巨头"二选一"之争背后的商业逻辑
跨境电商收款新趋势：在跨境电商领域，个人卖家如何选择最优收款方案，企业为何必须重视谷歌推广？这两个看似不相关的问题，在当前电商巨头竞争背景下显得尤为重要。
New trends in cross-border payment: In the cross-border e-commerce field, how individual sellers choose the best payment solution and why enterprises must value Google Ads? These two seemingly unrelated questions become particularly important in the context of current e-commerce giant competition.
近日，Temu美国站的Anker官方店铺突然显示"暂时休息"，所有商品均已下架。业内人士分析，这一反常状况源于亚马逊对Temu施加的"二选一"压力。
Recently, Anker's official store on Temu US site suddenly showed "temporarily closed", with all products removed. Industry insiders analyze that this abnormal situation stems from Amazon's "either-or" pressure on Temu.
亚马逊的防御战：据了解，亚马逊已开发价格监控系统，自动抓取全网第三方商品价格。当发现更低价格时，系统会发出警告，可能导致罚款、订单冻结甚至商品下架。
Amazon's defensive war: It is reported that Amazon has developed a price monitoring system that automatically crawls third-party product prices across the web. When lower prices are found, the system issues warnings that may lead to fines, order freezes or even product removal.
数据显示：10月份SimilarWeb报告显示，Temu已成为全球第二大电商网站，访问量仅次于亚马逊。2023年，Temu贡献了拼多多集团总收入的23%，销售额同比猛增840%。
Data shows: October SimilarWeb report indicates Temu has become the world's second largest e-commerce site, with traffic second only to Amazon. In 2023, Temu contributed 23% of Pinduoduo Group's total revenue, with sales surging 840% year-on-year.
亚马逊的反击：为应对Temu挑战，亚马逊推出低价商城，覆盖多个品类，大部分商品价格低于10美元。这场电商巨头间的全面战争正在升级。
Amazon's counterattack: To combat Temu's challenge, Amazon launched a low-price marketplace covering multiple categories, with most products priced below $10. This full-scale war between e-commerce giants is escalating.
对卖家的启示：跨境电商卖家需要关注平台政策变化，多渠道布局才能降低经营风险。同时，独立站+谷歌推广的组合将成为企业突破平台限制的重要策略。
Inspiration for sellers: Cross-border sellers need to pay attention to platform policy changes, and multi-channel deployment can reduce operational risks. Meanwhile, the combination of independent stores + Google Ads will become an important strategy for enterprises to break through platform restrictions.
