电商早报：俄罗斯拟对跨境电商平台开征新税；ChatGPT广告定价出炉

E-commerce Morning Brief Highlights

1. Jia Guolong, founder of Xibei Catering, has assumed the role of legal representative for Beijing Xibei Xiaoniu Catering. The company forecasts cumulative losses exceeding 600 million yuan between September 2025 and March 2026 and has initiated a store contraction plan.

2. Domino's China has surpassed 1,405 stores, covering 72 cities across mainland China, with a net increase of 307 stores in 2025, deepening its 'depth and breadth' expansion strategy.

3. ChatGPT's advertising pricing is set at $60 CPM, approximately three times that of Meta's comparable platforms. However, user conversation data is strictly protected, and users can disable personalized ads.

4. Ozon has launched a B2B wholesale feature, allowing sellers to set minimum order quantities. Buyers can negotiate transactions via chat, currently web-only with mobile expansion planned.

5. TikTok Shop's Southeast Asia cross-border e-commerce introduced a 'Spring Festival Non-Stop' incentive program, offering tiered subsidies like $500 and ad credits, with trending keywords such as 'New Year decorations' guiding inventory preparation.

6. Russia plans to impose new taxes on cross-border e-commerce to close tax loopholes for split parcels, which will impact sellers on platforms like AliExpress and Ozon post-enactment.

7. TikTok Shop updated order cancellation rules in Southeast Asia: buyers in Singapore and the Philippines can cancel orders for delivery delays, while Vietnam, Malaysia, and Thailand require logistics provider approval for returns under similar rules.

Brand Case Studies & Consumer Trends

1. Domino's China's expansion to 1,405 stores across 72 cities demonstrates channel growth and brand scaling strategies, serving as a learning case.

2. Xibei Catering's over 600 million yuan losses and store contraction reflect shifting consumer demand in the dining sector, urging brands to refocus on core operations to navigate market challenges.

Ad Pricing & User Behavior

1. ChatGPT's $60 CPM, triple Meta's rate, sparks ROI concerns due to limited data support, necessitating brand evaluation of high-cost ad effectiveness.

2. Strict user data protection, including opt-out options for personalized ads, requires brands to align marketing strategies with evolving privacy preferences.

Policy Risks & Opportunities

1. Russia's proposed cross-border e-commerce tax aims to close loopholes, prompting sellers to adjust business models to mitigate impacts on platforms like AliExpress and Ozon.

2. TikTok Shop's 'Spring Festival Non-Stop' program offers tiered incentives (e.g., $500 subsidies for GMV targets), enabling sellers to stock up and leverage ad campaigns.

Latest Business Models & Support Policies

1. Ozon's B2B wholesale feature facilitates bulk orders with minimum quantities, opening corporate procurement channels with partnership potential.

2. TikTok's updated cancellation rules exempt sellers from responsibility for delivery delays, highlighting the need for logistics optimization to manage risks.

B2B Opportunities & Insights

1. Ozon's wholesale feature supports bulk order negotiations, enabling factories to expand corporate procurement via digital channels and reduce production costs.

2. TikTok's inventory cues like 'New Year decorations' trending terms guide factories in aligning product design with consumer trends for faster production responsiveness.

Digital Transformation Cases

1. Platforms like Ozon and TikTok's digital tools inspire factories to adopt online wholesale and supply chain management, capturing seasonal demand peaks such as Spring Festival.

Tech Pain Points & Solutions

1. ChatGPT's high ad costs reveal data granularity gaps; service providers can develop optimization tools to address conversion tracking challenges.

2. Ozon's chat-based B2B negotiations present opportunities for service providers to offer intent-capture solutions, enhancing B2B efficiency.

Industry Trends

1. TikTok's incentive programs integrate ad tasks, enabling service providers to support merchants with precision marketing amid shifting user behaviors.

Platform Operations & Merchant Strategies

1. TikTok Shop's updated cancellation rules, varying by market for delay handling, underscore the need for stronger logistics partnerships to mitigate fulfillment risks.

2. TikTok's 'Spring Festival Non-Stop' incentives, including ad credits and coupons, can attract merchants to recruitment campaigns.

Platform Innovations

1. Ozon's entry into B2B with wholesale features focuses on intent collection, leaving contracts to buyers/sellers, while prioritizing mobile expansion.

Policy & Regulatory Insights

1. Russia's new tax bill targets cross-border e-commerce loopholes, offering lessons in balancing traditional trade and innovating tax supervision.

Industry Shifts & Issues

1. Xibei's over 600 million yuan losses and store downsizing highlight operational challenges in catering, serving as a case study on business model failures.

2. ChatGPT's ad pricing debate underscores commercialization hurdles for new tech, inviting research into sustainable ad models under strict data protection.