3 days ago
China's Temu and Shein Want to Crack Europe, But the US Is Too Big to Quit
Huang Lun was one of the original architects of his Guangzhou-based company's push into the US market, helping it to sell underwear and yoga pants via the online commerce platforms Amazon, Temu and Shein. The American market now makes up 70% of the company's total sales, but in March, with US President Donald Trump threatening imminent tariffs on Chinese imports, Huang was tasked with finding new markets in Europe and Australia to help soften the inevitable blow.
Huang's company is one of hundreds of thousands that collectively ship billions of dollars worth of goods to the US, taking advantage of digital marketplaces, low-cost, high-volume manufacturing operations in China, US consumers' voracious appetite for cheap clothing, electronics, toys and homeware, and a 'de minimis' exemption on import taxes for low-value packages. The Trump administration's on-again, off-again trade war with China threatens the economics of the business, making it far more expensive to ship products to customers, and putting a tax on every imported product that either the consumer or the retailer will need to pay.
