From "Repeated Overseas Expansion" to "Ecological Breakthrough": Temu's Global Market Penetration Logic of Tripartite Integration

Abstract

Under the tide of the digital economy, the cross-border e-commerce sector in our country is developing rapidly. The vigorous rise of this sector has not only profoundly reshaped the international trade landscape but also injected strong momentum into the high-quality development of our country's economy. Faced with this historic opportunity and challenge, it is particularly crucial and urgent to deeply explore and research the path choices for Chinese enterprises to go global. In the context of the digital economy era, the overseas expansion of Chinese e-commerce companies relies not only on traditional trade advantages but also integrates digital technology, policy support, and the trend of globalization in a deep and unique competitive pattern and development path. This case study takes Temu, the cross-border e-commerce platform under Pinduoduo, as the object to explore the typical path of Chinese cross-border e-commerce companies' international expansion in the digital context. The case study shows that the digital economy era provides Chinese e-commerce companies with technological and policy dividends for going global. However, enterprises need to find a balance between compliance, localization, and technological innovation. Successful international expansion requires the integration of digitalization into all aspects of platform operations, including digital operations, digital supply chain management, and digital marketing. Through the triple path of "digital infrastructure + industrial belt upgrading + global rule coordination," companies can continuously unleash growth potential in the complex international environment.