TEMU vs Shein：困在"低价制造"里的电商出海之战
TEMU vs Shein：困在"低价制造"里的电商出海之战
TEMU vs Shein: The Battle of Cross-border E-commerce Trapped in "Low-cost Manufacturing"
2023年3月，美国应用商店排名前五中，第一名是TEMU，第四名是SHEIN。前者是奔跑的黑马，后者是超过ZARA、UNIQLO的快时尚白马。
In March 2023, among the top five in the US app store rankings, the first place was TEMU and the fourth was SHEIN. The former is a dark horse, while the latter is a fast fashion white horse that has surpassed ZARA and UNIQLO.
两者都将总部选在了广州番禺南村万博，相隔仅800米。这不是巧合，他们相中的是广州强大的供应链优势。
Both have chosen Nancun Wanbo in Panyu, Guangzhou as their headquarters, only 800 meters apart. This is no coincidence - they are attracted by Guangzhou's strong supply chain advantages.
博弈：金字塔顶的厂商 vs 二梯队的批发商
Game: Top Manufacturers vs Second-tier Wholesalers
李怡在TEMU上提交了上百个产品，成功上架23个，过去30天销量637件。作为批发商，她的利润被平台压得很低，"被迫"比直接给外贸客户低几块钱。
Li Yi submitted hundreds of products on TEMU, with only 23 successfully listed and 637 sales in the past 30 days. As a wholesaler, her profits were squeezed by the platform, "forced" to be several yuan lower than direct sales to foreign trade customers.
TEMU有严格的价格审核机制。如果报价高于1688同类商品价格，平台会让卖家重新报价。"我是来赚钱的，不是来扶贫的"，一位商家气愤地说。
TEMU has strict price review mechanisms. If the quoted price is higher than similar products on 1688, the platform will ask sellers to requote. "I'm here to make money, not to help the poor", an angry merchant said.
风口：拥挤的饰品红海
Trend: The Crowded Accessories Red Ocean
饰品是TEMU上最热门的品类之一。彩宝戒指在TEMU上被压至厂商看了都摇头的价格。曾倩文作为毫无电商经验的个人卖家，投入2000元买样品却至今没赚一分钱。
Accessories are one of the most popular categories on TEMU. Colored gemstone rings are priced at levels that make manufacturers shake their heads. As a novice seller, Zeng Qianwen invested 2000 yuan in samples but hasn't made any profit yet.
和解：内卷中的加工厂
Compromise: Processing Plants in Involution
刘胜强的服装加工厂曾接过SHEIN的外包单，现在转向TEMU。"在SHEIN的体系里，提升效率是重点；但在TEMU里，低价才是王道"，他感叹道。
Liu Shengqiang's garment processing plant once took SHEIN's outsourced orders but has now turned to TEMU. "In SHEIN's system, efficiency is key; but in TEMU, low price is king", he sighed.
截至2023年4月，TEMU已上线英国站，商家数量不到6万，对比国内淘系超过千万的商家数，市场想象空间巨大。但低价竞争的模式也让供应链企业面临更大压力。
As of April 2023, TEMU has launched in the UK with less than 60,000 merchants, compared to over 10 million on Taobao in China, showing huge market potential. But the low-price competition model also puts greater pressure on supply chain companies.
