E-Commerce Letters 电子商务评论, 2025, 14(12), 3964-3972 Published Online December 2025 in Hans. https://www.hanspub.org/journal/ecl https://doi.org/10.12677/ecl.2025.14124329 文章引用: 黄瑞元. 拼多多跨境电商平台 TEMU 的海外拓展与经营策略[J]. 电子商务评论, 2025, 14(12): 3964-3972. DOI: 10.12677/ecl.2025.14124329 拼多多跨境电商平台TEMU的 海外拓展与经营策略 黄瑞元 武汉科技大学法学与经济学院，湖北 武汉 收稿日期：2025年11月10日；录用日期：2025年11月24日；发布日期：2025年12月23日 摘 要 随着数字技术发展与全球化深化，跨境电商平台成为国际贸易增长的重要驱动力。新冠疫情催生了线上消费需求激增，而中国“十四五”规划中“数字经济创新”“产业数字化”等政策导向进一步加速了电商行业的变革。在此背景下，拼多多于2022年推出跨境电商平台TEMU，通过低价策略与社交裂变模式迅速占领欧美市场。然而，海外拓展面临多重风险：文化差异、法律合规、物流效率及国际竞争等问题制约其可持续发展。本文以TEMU为研究对象，综合运用文献分析、案例比较及数据统计方法，剖析其商业模式的优势与短板，评估东道国市场环境对战略落地的挑战，并从品牌升级、本地化运营与合规管理三方面提出优化建议，旨在为中国电商企业全球化提供策略参考，并为跨境电商领域的学术研究补充实践案例。 关键词 TEMU，跨境电商平台，海外市场拓展 Research about the Pinduoduo Cross-Border E-Commerce Platform TEMU Overseas Markets Expansion Strategy Ruiyuan Huang School of Law and Economics, Wuhan University of Science and Technology, Wuhan Hubei Received: November 10, 2025; accepted: November 24, 2025; published: December 23, 2025 Abstract With the development of digital technology and the deepening of globalization, cross-border e-
黄瑞元 DOI: 10.12677/ecl.2025.14124329 3965 电子商务评论 commerce platforms have become an important driving force for the growth of international trade. The COVID-19 pandemic has led to a surge in online consumption, and policies such as “dig-ital economy innovation” and “industrial digitalization” in China’s “14th Five-Year Plan” have fur-ther accelerated the transformation of the e-commerce industry. Against this backdrop, Pinduo-duo launched its cross-border e-commerce platform TEMU in 2022, quickly capturing the Euro-pean and American markets through a low-price strategy and social viral marketing. However, overseas expansion faces multiple risks: cultural differences, legal compliance, logistics efficiency, and international competition, among others, which restrict its sustainable development. This paper takes TEMU as the research object, comprehensively applying literature analysis, case com-parison, and data statistics methods to analyze the advantages and disadvantages of its business model, assess the challenges of the host country’s market environment to the implementation of its strategy, and propose optimization suggestions from three aspects: brand upgrading, localized operation, and compliance management. The aim is to provide strategic references for Chinese e-commerce enterprises’ globalization and supplement practical cases for academic research in the field of cross-border e-commerce. Keywords TEMU, Cross-Border E-Commerce Platforms, Overseas...
