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szdaily -> Speak Shenzhen -> 
New online superstore most downloaded app in US
    2023-02-28  08:53    Shenzhen Daily

A new online shopping platform linked to one of China’s top retailers has quickly become the most downloaded app in the United States, surpassing Amazon and Walmart. Now it’s looking to capitalize on an appearance on America’s biggest stage.

Temu, a Boston-based online retailer that shares the same owner as Chinese social commerce giant Pinduoduo, made its Super Bowl debut Feb. 12.

Temu, which runs an online superstore for virtually everything — from home goods to apparel to electronics — unveiled a commercial during the game that encouraged consumers to “shop like a billionaire.”

The 30-second spot shows the company’s proposition to users: Feel like you’re splurging by buying lots of stuff cheaply. A woman’s swimsuit on Temu costs just US$6.5, while a pair of wireless earphones is priced at US$8.5. An eyebrow trimmer costs 90 cents.

These surprisingly low prices have drawn comparisons to Shein, the Chinese fast fashion upstart that also offers a wide selection of inexpensive clothing and home goods, and has made significant inroads into markets including the United States.

Shein is considered one of Temu’s competitors, along with U.S.-based discount retailer Wish and Alibaba’s AliExpress, according to Coresight Research.

Temu was launched last year by PDD, its U.S.-listed parent company formerly known as Pinduoduo. The company officially changed its name this month.

PDD’s subsidiary Pinduoduo is one of China’s most popular e-commerce platforms with approximately 900 million users. It made its name with a group-buying business model, allowing people to save money by enlisting friends to buy the same item in bulk.

On its website, Temu says it uses its parent company’s “vast and deep network built over the years to offer a wide range of affordable quality products.”

Since its rollout in September, the application has been downloaded 24 million times, racking up more than 11 million monthly active users, according to Sensor Tower.

In the fourth quarter of last year, U.S. app installations for Temu exceeded those for Amazon, Walmart and Target, according to Abe Yousef, a senior insights analyst at the analytics firm Sensor Tower.

Yousef said the company had been particularly successful at acquiring new users by offering extremely low prices and in-app flash deals, such as 89% off certain items.

The firm is already eyeing new territory.

This month, Temu said on Twitter that it plans to expand to Canada.

Michael Felice, an associate partner at management consulting firm Kearney, said Temu stood out simply by selling products without high markups.

“Temu might be exposing a white space in the market wherein brands have been producing at extreme low cost, and along the value chain there’s been so much bloated cost passed on for margin,” he said.

Words to Learn 相关词汇

【批发】

pīfā

in bulk

in large quantities

【闪购】

shǎngòu

flash deal

a promotion where online stores sell products at a steep discount for a short period of time, usually no longer than 48 hours

一家中国顶级零售商旗下的新在线购物平台已迅速成为美国下载量最大的应用程序,超过了亚马逊和沃尔玛。利用在全美最大舞台上的一次亮相,它在给自己造势。

总部位于波士顿的在线零售商Temu和电商巨头拼多多属于同一家公司,于2月12日首次亮相超级碗。

Temu是一家在线超市,出售从家居用品、服装到电子产品的几乎所有商品,在超级碗期间推出了一个广告,鼓励消费者“像亿万富翁一样购物”。

30秒的短片建议用户购买大量便宜商品来享受挥霍的快乐。在Temu,女士泳衣售价仅为6.5美元,一副无线耳机8.5美元。修眉刀仅售90美分。便宜的价格让人联想到中国快时尚新贵Shein,这家电商也提供各种廉价服装和家居用品,也已进入包括美国在内的市场。

Coresight Research的数据表明,Shein是Temu的竞争对手之一,类似的还有美国的折扣零售商Wish和阿里巴巴的AliExpress。

Temu去年由其在美国的上市母公司PDD推出,该公司本月正式更名PDD,原名为拼多多。

它的子公司拼多多是中国最受欢迎的电商平台之一,拥有约9亿用户。它以团购模式而闻名,人们通过招募朋友一起购买同款商品来省钱。

Temu在其网站上表示,它利用其母公司“多年来建立的庞大而深入的网络,提供各种价格合理的优质产品”。

根据Sensor Tower的数据,自9月推出以来,该应用程序已被下载2400万次,每月活跃用户超过1100万。

分析公司Sensor Tower的高级策略分析师安倍优塞夫表示,去年第四季度,Temu在美国应用商店的安装量超过了亚马逊,沃尔玛和Target。

优塞夫表示,该公司通过极低价和闪购(例如某些商品89%的折扣)在获取新用户方面大获成功。

该公司还在关注新的领域。本月,Temu在推特上表示计划扩展到加拿大。

科尔尼咨询公司的副合伙人迈克尔•费利斯表示,Temu脱颖而出是因为销售没有过高加成的产品。“Temu可能填补了市场的一个空白,有些品牌生产成本很低,但经过一系列需要产生利润的环节后成本就高了一大截。”

(SD-Agencies)

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