Chinese E-Commerce Giants Reshape European Marketing Strategy
Parijs, vrijdag, 6 juni 2025.
Chinese e-commerce platforms Shein and Temu are launching an aggressive marketing offensive in Europe following the introduction of US import tariffs. By shifting marketing investments from the US to European markets, these platforms are creating significant challenges for traditional European fashion brands. The strategic reallocation of marketing budgets has direct implications for digital visibility and competitive dynamics, with European brands facing rising marketing costs and diminishing online prominence. This shift marks a fundamental reorientation in digital retail strategies, with Chinese platforms redirecting their expansion strategy towards a more fragmented but promising European market.
Marketing Shift to Europe
Shein and Temu have dramatically adjusted their marketing strategies following the introduction of US import tariffs. The platforms significantly increased their advertising expenditure in Europe, with a 75 percent increase in countries like France and the United Kingdom [1][2]. This shift is a direct response to new trade barriers in the United States, with both companies redirecting their marketing investments towards the European market [3].
Challenges for European Brands
The arrival of these Chinese e-commerce platforms poses a serious challenge to traditional European fashion brands. Advertising costs are rising, and the online visibility of established brands is declining [1]. Moreover, Chinese platforms are struggling with complex European regulations, with 95 percent of tested products failing to meet European standards [4].
Future Perspectives
Despite these challenges, Chinese platforms remain ambitious. Temu aims to generate 80 percent of its European sales through local sellers [4]. Shein is investing 15 million dollars in product safety and quality control, with 2.5 million product tests [4]. The platforms view Europe as a promising market, despite the regulatory challenges [5].