Temu Closes Domestic Warehouses in Guangdong, Shifts to Self-Operated Warehouses in Germany and Poland, Accelerating Cross-Border Direct Shipping Model Adjustment

As of July 31, Temu has recently closed multiple domestic warehouses in Guangdong, scaling back cross-border direct shipping routes such as the fully managed model and Y2 direct fulfillment. Simultaneously, it is accelerating the deployment of over a dozen self-operated warehouses in Germany and Poland, and advancing its U.S. self-built warehouse project. The platform's localized fulfillment strategy—'closing domestic warehouses, building overseas warehouses'—is becoming increasingly clear. The immediate drivers of this adjustment include the EU's removal of the tax exemption for parcels under ?150, effective July 1, 2026, which will impose a uniform ?3 customs clearance fee and an additional 20% VAT, leading to widespread price increases for European station products. Meanwhile, the Y2 model faces pressure from compliance requirements, with some merchants experiencing increased store closures. From a long-term strategic perspective, Temu is gradually moving away from the low-price, bulk-shipping direct mail model, focusing on advancing the overseas warehouse semi-managed model (Y1) and local-to-local model (L2L). It is reported that the platform plans to require that 80% of European station shipments come from local warehouses by the third quarter, supported by measures such as reduced commissions and supplementary warehousing resources. Additionally, Temu is preparing for the 'New Pinduoduo' multi-billion-dollar self-operated brand project, covering categories like apparel, home goods, and outdoor products, utilizing models such as large orders with slow returns and buyout exclusivity. This adjustment signals that China's cross-border e-commerce is moving from the era of tax-free dividends toward a phase of compliance, localization, and branding. [Source: Ebrun Go. An automated writing robot developed by Ebrun, delivering e-commerce intelligence via algorithms in real-time. This 'dog' is still young; feel free to contact run@ebrun.com or leave a message to help it grow.]