**Marketing engine stalling**

Temu's growth myth in the US market is closely linked to its aggressive marketing strategy. Last year, the platform spent a lot of money on advertising and even appeared during prime time on television during the Super Bowl. However, the latest monitoring shows that its advertising volume has experienced a cliff like decline: from thousands of ads per day in April to sporadic ads in June, with some days even completely suspended.

**The impact of tariff policies**

The shift in US trade policy has become a key variable. After the implementation of the new tariff policy in early 2025, Temu, which relies on China's direct mail small package tax exemption policy, suffered a heavy blow. The price advantage on which it relies for survival has been significantly weakened, leading to a significant decline in market competitiveness.

**Competitors' resilience is highlighted**

In the same market environment, Shein exhibits stronger adaptability:

-Starting from June, US sales have achieved a single digit rebound

-Maintain a stable rhythm of tens to hundreds of daily advertising placements

-Performance is basically the same as that of Wal Mart e-commerce

**Strategic shift of focus**

Analysis indicates that Temu's advertising investment is highly correlated with sales revenue. The current marketing contraction may indicate that its strategic focus is shifting from the United States to markets such as Europe. The platform spokesperson recently stated that they are "ensuring price stability", which indirectly confirms that they are restructuring their global layout under policy pressure.

**New Chess Game of Cross border E-commerce**

Temu's strategic adjustment reveals a new trend in global e-commerce competition:

1. Trade policies are reshaping the cost structure of cross-border e-commerce

2. Marketing investment remains the core weapon for seizing the market

3. Regional market strategies need to have high flexibility

With the continuous fluctuations in the global trade environment, the adaptability of cross-border e-commerce platforms will determine the success or failure of their international expansion. Temu's strategic shift this time may rewrite the competitive landscape of the North American e-commerce market.

(Data source: International E-commerce Monitoring Agency, June 2025 Market Analysis Report)