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It is learned that the 2024 Temu Black Friday promotion will be held from October 20 to December 5, for a period of 47 days . October 20 to November 1 is the warm-up stage, and November 2 to December 5 is the official sales stage of the Black Friday promotion. According to industry feedback, some Temu sellers have achieved an increase in orders during the preheating phase. However, after entering the official sales phase, many sellers also said that the platform traffic has shrunk and the sales volume has not been as expected... In addition, a group of Temu sellers were caught in the "fine quagmire" during Black Friday. While the Black Friday promotion is in full swing, the surge in fines imposed by Temu for falsifying product qualifications has also sparked widespread discussion in the cross-border industry. It is understood that according to industry insiders, since mid-November, many Temu sellers have been punished for violations due to qualification issues , including fines, restrictions on withdrawals, and batch removal of products . “The electronic and electrical products sold on Temu were fined 20,000 due to qualification issues.” "Temu's US site was frozen for 6,000 due to its qualifications..." According to feedback from sellers, the products currently under review mainly include electronic appliances, children's toys, lamps, cosmetics and other categories, with fines ranging from several thousand to tens of thousands. Some individual sellers even revealed that the amount of money they were restricted from reached 1 million. However, it was observed that compared with the reactions to the previous wrongful fines due to quality issues, the reaction of Temu sellers to this fine storm seemed more rational. The main reason is that most of the sellers who were fined had falsified qualifications , such as uploading materials with photoshopped pictures and failing to find testing agencies to verify qualifications in a timely manner. Generally speaking, the fees required to obtain qualifications include application fees, review fees, certification fees, etc. Some sellers admitted that on Temu, an e-commerce platform that focuses on low prices and quick money, most sellers are unwilling to spend the money and time to obtain qualifications. However, some sellers said that if Temu really wanted to strictly check the qualifications, it should start testing before the goods enter the market, rather than imposing fines and restricting funds after they have been on the shelves for a period of time. They also pointed out that Temu's operation is quite like "letting the dog out behind closed doors." Regardless of the platform's motivation, it is an established fact that it has increased the intensity of qualification review. Therefore, in the face of this situation, many Temu sellers are looking for testing agencies to handle their qualifications. [Hardcore dismantling of brand practical cases, insight into new paths for overseas growth, all in "Brand Growth" click here] It is worth mentioning that according to a notice previously released by Temu, starting from October, the platform will only accept test reports issued by testing agencies that have settled in the cross-border service market. In other words, sellers can only find service providers that cooperate with Temu to prepare test reports, otherwise their qualifications and certification will not be recognized by the platform and they will face the risk of punishment . Based on the principle of prudence, many sellers have chosen to apply for qualifications through these testing agencies so that they can file complaints later and successfully put their products back on the shelves. In addition to the qualification review, another recent news about Temu has also attracted the attention of sellers in the industry. It is learned that recently, rumors that T emu plans to launch a POP mode have been sweeping the cross-border circle. The so-called POP model, full name "Platform Open Plan", is a third-party platform model. In this model, the platform only provides channels and services and collects transaction commissions. Sellers have a high degree of autonomy and are responsible for product selection, pricing, store operation and delivery. If the rumor is true, Temu will run three modes in parallel in the future: "full hosting, semi-hosting and third-party platform" . As soon as the news came out, it caused a heated discussion in the industry: "After all the twists and turns, we POP sellers have become hot commodities." "Temu relies on full-time care to control prices, so the advantages of opening up POP are not great." “This wave is here to take advantage of POP sellers.” Some sellers are looking forward to this new model that allows for more pricing power, believing that it will increase sales opportunities. However, many sellers are also concerned that Temu's new model will make operations and management more complicated, and may also intensify market competition. From the perspective of the platform, adding a third-party platform model will enable Temu to build a diversified, multi-level business network , achieving greater competitive advantages and market influence than a single reliance on hosting model. In the article "Internal strife breaks out in Temu, and semi-hosting challenges full hosting", it was mentioned that behind the secret internal strife and adjustment actions between Temu's semi-hosting and full hosting, there is a signal that it is moving towards refined operations. It is understood that in the initial full-hosting model , Temu mainly targeted trading merchants and factory sellers, and small and light goods dominated the sales. Later, in the semi-hosting model , Temu anchored overseas warehouse sellers with local fulfillment capabilities. These sellers mainly sold large and high-quality goods with high value. Under the third-party platform model , Temu has extended its tentacles to third-party platform sellers with mature operating experience. Such sellers may bring more, richer and higher-quality product categories to Temu. It is also worth mentioning that, according to foreign media reports, Temu has opened applications for local US sellers and has poached some of Amazon’s top sellers. According to Marketplace Pulse, 5 of the top 25 Amazon sellers are currently selling on Temu. Therefore, in response to the rumor of "opening the third-party platform model", some sellers pointed out that Temu aims to compete head-on with Amazon. However, for now, Temu has not responded to the rumors . It is difficult to say whether it will launch a "third-party platform model" in the future and what impact this model will have on the market. The answer can only be left to time and the authorities.
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