New Era of Cross border E-commerce: Temu's Victory in Rights Protection and the Inspiration of TikTok's Indonesian E-commerce Revival

Recently, the global e-commerce market has continued to develop rapidly, and competition among major e-commerce platforms has become increasingly fierce. Among them, Temu and TikTok, as emerging forces, have demonstrated strong competitiveness and innovation capabilities on a global scale. Through Temu's lawsuit against the "counterfeit website" that infringed on its trademark and its victory, as well as TikTok's case of restarting its e-commerce business in Indonesia, we can glimpse the competitive and innovative trends in the global e-commerce market.

Temu, as a cross-border shopping platform under Pinduoduo, has won a large number of users since its launch with its rapid expansion and low price strategy. However, with rapid expansion, Temu is also facing the problem of counterfeit and inferior products. In order to maintain its brand image and intellectual property rights, Temu took legal action against 20 "counterfeit websites" that infringed on its trademark and successfully won the lawsuit.

This action not only demonstrates Temu's emphasis on intellectual property protection, but also sets an example for other cross-border e-commerce platforms. In the global e-commerce market, counterfeit and inferior products have always been a major problem that troubles platforms and consumers. Cracking down on counterfeit and shoddy products through legal means can not only protect brand rights, but also enhance consumer trust and promote the healthy development of the platform.

However, Temu's path to safeguarding his rights has not been smooth sailing. In recent years, Temu has also been repeatedly accused of infringing on the intellectual property rights of other brands, especially in the infringement dispute with the well-known fashion brand Shein, which has attracted much attention. According to publicly available information, Shein's lawsuit to protect the intellectual property rights of its independent brand products has received consecutive temporary injunctions (TROs) issued by US courts, requiring a large number of infringing links on the Temu platform to be removed. Meanwhile, the High Court of London in the UK also upheld the injunction against Temu, continuing to prohibit its infringement. These cases indicate that while cross-border e-commerce platforms are rapidly developing, they must attach great importance to intellectual property protection, avoid falling into infringement disputes, and avoid affecting the platform's reputation and market expansion.

As a leading global short video platform, TikTok's e-commerce business development has also attracted much attention. In the Indonesian market, TikTok's e-commerce business suffered setbacks and was forced to shut down. However, through localized cooperation and innovative models, TikTok successfully restarted its e-commerce business in Indonesia and achieved comprehensive integration with the local e-commerce platform Tokopedia.

The collaboration between TikTok and Tokopedia not only creates a richer, more diverse, and vibrant shopping environment for Indonesian consumers, but also significantly expands the brand's audience. Through TikTok's content creation and live streaming sales capabilities, combined with Tokopedia's e-commerce infrastructure, both parties have jointly promoted the rapid development of the Indonesian e-commerce market. This cooperation model not only provides TikTok with an opportunity to return to the Indonesian market, but also provides useful reference for other cross-border e-commerce platforms.

Indonesia, as the largest e-commerce market in Southeast Asia, has a huge population and enormous consumption potential. The successful return of TikTok in Indonesia is not only due to its strong content creation and live streaming sales capabilities, but also to its precise grasp of localization needs and close cooperation with local enterprises. This case demonstrates that cross-border e-commerce platforms must have a deep understanding of local market demands and cultural habits when expanding into overseas markets, and achieve deep integration and common development with the local market through localized cooperation and innovative models.

The cases of Temu and TikTok reflect the competitive landscape and innovative trends in the global e-commerce market. On the one hand, competition among cross-border e-commerce platforms is becoming increasingly fierce, and major platforms are enhancing their competitiveness through technological and model innovation. For example, Temu has won a large number of users through its low price strategy and rapid expansion, while TikTok has attracted a large number of consumers through its content creation and live streaming sales capabilities.

On the other hand, cross-border e-commerce platforms must attach great importance to intellectual property protection and localization cooperation when expanding overseas markets. Intellectual property protection is an important guarantee for maintaining brand image and consumer trust, while localization cooperation is the key to achieving deep integration and common development with the local market.

In addition, with the continuous development of the global e-commerce market, consumers' demands for quality and service are also increasing. Therefore, cross-border e-commerce platforms must continuously improve product quality and service levels to meet the diverse needs of consumers. At the same time, the platform also needs to strengthen supervision and self-discipline to avoid falling into infringement disputes and unhealthy competition, in order to maintain the healthy development of the industry. In the future, with the continuous advancement of technology and changes in the market, cross-border e-commerce platforms will face more opportunities and challenges. Only by constantly innovating and enhancing competitiveness can we stand invincible in the fierce market competition.