{"id":70973,"date":"2025-11-04T13:25:27","date_gmt":"2025-11-04T12:25:27","guid":{"rendered":"https:\/\/blog.brand-architecture.at\/2025\/11\/04\/influencia-das-plataformas-online-chinesas-na-logistica-europeia\/"},"modified":"2025-11-04T13:25:27","modified_gmt":"2025-11-04T12:25:27","slug":"influencia-das-plataformas-online-chinesas-na-logistica-europeia","status":"publish","type":"post","link":"https:\/\/transportjournal.com\/pt-pt\/2025\/11\/04\/influencia-das-plataformas-online-chinesas-na-logistica-europeia\/","title":{"rendered":"Influ\u00eancia das plataformas online chinesas na log\u00edstica europeia"},"content":{"rendered":"<h5><strong>Plataformas online chinesas como Temu e Shein est\u00e3o a transformar as estruturas comerciais e log\u00edsticas europeias a um ritmo acelerado. Com investimentos massivos em centros de distribui\u00e7\u00e3o e cumprimento pr\u00f3prios, estabelecem redes de entrega locais que for\u00e7am os servi\u00e7os de entrega cl\u00e1ssicos e os comerciantes a repensar. Esta \u00e9 a conclus\u00e3o de uma an\u00e1lise recente da SKR AG, em Lucerna.<\/strong><\/h5>\n<p> &#8220;Temu e Shein constroem em um ano o que os fornecedores estabelecidos levaram anos a fazer&#8221;, diz Rico Back, s\u00f3cio-gerente da SKR AG. &#8220;Rapidez na entrega, controle de custos e acesso a dados de clientes s\u00e3o suas alavancas \u2013 a nova l\u00f3gica \u00e9: Local-to-Local em vez de Cross-Border. Isso muda visivelmente o poder na cadeia de suprimentos.&#8221;<\/p>\n<p>Esta din\u00e2mica \u00e9 impulsionada pela nova pol\u00edtica aduaneira dos EUA e da UE. O governo dos EUA eliminou a isen\u00e7\u00e3o de impostos para envios de mercadorias abaixo de 800 d\u00f3lares a partir de 29 de agosto de 2025. Na UE, o limite de isen\u00e7\u00e3o anterior de 150 euros dever\u00e1 ser eliminado at\u00e9 1 de mar\u00e7o de 2028.<\/p>\n<p>O que deveria p\u00f4r fim aos importes baratos, segundo a an\u00e1lise da SKR, revela-se um catalisador para a profissionaliza\u00e7\u00e3o. &#8220;As plataformas n\u00e3o importam mais milh\u00f5es de pacotes individuais, mas cont\u00eaineres inteiros, desalfandegam centralmente e distribuem a partir de centros de transbordo europeus&#8221;, explica Back. &#8220;Assim, adaptam-se aos novos obst\u00e1culos regulat\u00f3rios, reduzem custos e prazos de entrega e mant\u00eam o controle sobre os dados dos clientes e a cadeia de suprimentos.&#8221;<\/p>\n<h5><strong>Redes de cumprimento constru\u00eddas a um ritmo recorde<\/strong><\/h5>\n<p> Nos \u00faltimos doze meses, Temu e Shein expandiram massivamente suas capacidades na Europa, segundo relatos. Temu agora opera locais de armazenamento na Alemanha, Fran\u00e7a, Espanha, It\u00e1lia, Pa\u00edses Baixos e \u00c1ustria. Shein estabeleceu centros na B\u00e9lgica, Frankfurt, Espanha, It\u00e1lia, Irlanda e Pol\u00f4nia. O objetivo: prazos de entrega mais r\u00e1pidos, custos de envio mais baixos, processamento aduaneiro eficiente e gest\u00e3o de devolu\u00e7\u00f5es local.<\/p>\n<p>&#8220;Estamos a ver uma nova gera\u00e7\u00e3o de operadores de plataformas globais que criam ecossistemas log\u00edsticos pr\u00f3prios na Europa&#8221;, diz Back. &#8220;Isso cria novos fluxos de volume \u2013 a press\u00e3o sobre o pre\u00e7o da \u00faltima milha, no entanto, n\u00e3o diminui.&#8221;<\/p>\n<h5><strong>Servi\u00e7os de entrega e com\u00e9rcio sob press\u00e3o<\/strong><\/h5>\n<p> A entrega ao cliente final representa mais de 50% dos custos totais de um envio. As plataformas esperam pre\u00e7os de entrega extremamente baixos, especialmente para produtos na faixa de pre\u00e7o acess\u00edvel. Quando os servi\u00e7os de entrega aceitam esses envios para manter o volume, podem ficar sob press\u00e3o. Pois, verifica-se que as margens est\u00e3o estagnadas. De acordo com o estudo KEP 2025 da Associa\u00e7\u00e3o Federal de Log\u00edstica de Pacotes e Expressos (BPEX), os volumes B2C na Alemanha cresceram 5,5% em 2024, enquanto os volumes B2B, mais lucrativos, ca\u00edram 1,6%. O rendimento ajustado pela infla\u00e7\u00e3o por envio caiu abaixo do n\u00edvel de 2014 \u2013 os custos mais altos mal puderam ser repassados.<\/p>\n<p>Para se beneficiar mais da demanda online, muitos prestadores de servi\u00e7os est\u00e3o a reagir com ofertas pr\u00f3prias de cumprimento. Mas Back tamb\u00e9m v\u00ea riscos: &#8220;Cumprimento n\u00e3o \u00e9 garantia de rentabilidade \u2013 \u00e9 intensivo em capital e requer uma alta taxa de ocupa\u00e7\u00e3o. Quem n\u00e3o planeja estrategicamente a constru\u00e7\u00e3o de solu\u00e7\u00f5es de cumprimento e n\u00e3o integra digitalmente processos, espa\u00e7os e transportes, est\u00e1 a queimar dinheiro em vez de ganhar.&#8221;<\/p>\n<p>O com\u00e9rcio tamb\u00e9m enfrenta uma concorr\u00eancia mais acirrada. &#8220;Quem n\u00e3o \u00e9 barato nem especial ser\u00e1 esmagado&#8221;, diz Back. &#8220;Estamos a observar que os comerciantes est\u00e3o a construir marcas pr\u00f3prias acess\u00edveis, a lan\u00e7ar novos conceitos ou a apostar sem compromisso em qualidade, premium e servi\u00e7o. Em qualquer caso, uma log\u00edstica altamente eficiente decide a competitividade.&#8221;<\/p>\n<h5><strong>Desafio estrat\u00e9gico da Europa<\/strong><\/h5>\n<p> A SKR AG aponta para as consequ\u00eancias de uma crescente concentra\u00e7\u00e3o de plataformas: &#8220;Quando uma parte significativa dos volumes de envio \u00e9 controlada por poucas plataformas globais, os prestadores de servi\u00e7os log\u00edsticos perdem seu poder de negocia\u00e7\u00e3o&#8221;, diz Back. &#8220;A Europa n\u00e3o deve tornar-se apenas um mercado de vendas, mas deve manter a cria\u00e7\u00e3o de valor, empregos e dados tamb\u00e9m em suas pr\u00f3prias m\u00e3os. A a\u00e7\u00e3o estrat\u00e9gica \u00e9 necess\u00e1ria: as cadeias de suprimentos devem ser diversificadas, parcerias com regras claras devem ser estabelecidas, a efici\u00eancia operacional e a escalabilidade devem ser aumentadas de forma direcionada, e a inova\u00e7\u00e3o e a diferencia\u00e7\u00e3o devem ser aceleradas.&#8221;<\/p>\n<p>Foto: \u00a9 SKR AG<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Plataformas online chinesas como Temu e Shein est\u00e3o a transformar as estruturas comerciais e log\u00edsticas europeias a um ritmo acelerado. 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