With the accelerated process of globalization, Chinese e-commerce platforms such as TikTok and other "Four Little Dragons" have made remarkable achievements in international markets.

However, as these platforms’ influence grows overseas, they also face increasing levels of regulation and scrutiny. In particular, TikTok’s experience in the U.S. became a typical case before and after the Trump administration took office, illustrating the multiple challenges Chinese e-commerce platforms face in foreign markets.

On January 20, the day before Trump’s inauguration, TikTok experienced a dramatic reversal in the U.S. market within 24 hours. This event not only highlighted TikTok’s vulnerability in the U.S. market but also reflected the common issues Chinese e-commerce platforms face in overseas markets. As the influence of Chinese platforms expands abroad, they are increasingly subject to stringent regulations and scrutiny in areas such as information security, tax compliance, and trade protection.

Against the backdrop of frequent changes in e-commerce platform policies and an overall trend towards stricter overseas regulation, the cyclical fluctuations in the cross-border e-commerce industry are accelerating. In the past, the growth of cross-border e-commerce resembled a smooth upward curve, but future growth may resemble a jagged upward curve. This means that the industry will grow amid continuous shocks and fluctuations, with the frequency of these cyclical changes increasing.

Currently, the number of variables in the entire industry is constantly increasing, including platform policies, customs and tax issues, trade barriers, exchange rates, and local conflicts. Many of these variables are uncontrollable and unpredictable, such as the direction of tariff policies after Trump took office. When these variables accumulate, the difficulty for companies to make strategic decisions increases significantly.

In the process of the industry fluctuating upward in the future, there may be several months each year that represent peak and trough periods. For companies, this could mean short-term profit opportunities in some months, but also potential losses. However, when it comes to mid-to-long-term strategic decisions, particularly involving heavy asset investments, decision-making is becoming increasingly difficult.

The expansion of Chinese e-commerce platforms in overseas markets is full of challenges and opportunities. In the face of increasingly strict regulations and accelerating industry fluctuations, companies need to respond more flexibly and sensitively to various variables, while also making more cautious and forward-looking strategic decisions. Only by doing so can they maintain competitiveness and achieve sustainable development in the fierce international competition.

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Official Account: Cross-border E-commerce Logistics Baixiaosheng