|
Faced with an increasingly competitive market environment, Temu, which lacks innate advantages, has realized that it is difficult to achieve its ideal expectations by simply offering "extremely low prices", and has instead begun to focus on the quality of its products. Temu issued a notice on handling product quality incidents and violations It was learned that in the early morning of July 22, multiple sellers received a product quality accident violation handling notice from Temu. According to the information disclosed, the products and violations of the mass notification are mainly the following three types: 1. The key component of the car vacuum cleaner, the lithium battery, was replaced secretly, which led to the decline of the quality of the batch of goods and eventually caused the burning accident; 2. The capacity of the 256G memory card is seriously falsely labeled, and the sellers are engaged in counterfeiting and selling inferior products; 3. Smart watch products exaggerate their functions and engage in false advertising. ▲ The picture comes from the seller’s disclosure Regarding the above-mentioned illegal products, Temu required the relevant sellers to pay a fine of 2,000 to 147,000 yuan in the notice, remove all products from the shelves, and return all product inventory to the sellers. As soon as this news came out, it sparked heated discussions in the cross-border circle: Some sellers said that this was an adverse reaction caused by Temu's continued suppression of sellers' profits . However, some sellers believe that the illegal products sold by these sellers are also illegal on other platforms, and products with poor sales quality will not last long no matter which platform they are on. It is understood that Temu’s requirements for quality inspection of products on the platform are becoming more stringent. In June this year, Temu added a new rule called "Temu has the final right of interpretation on the return of goods in stock" : once the seller's goods are in stock, if the seller and Temu cannot reach an agreement on the handling of the goods, then Temu will return the goods and force SF Express to pay on delivery. A seller who has settled in Temu once confirmed the implementation of this rule: Temu now has very strict quality inspection requirements, and the slightest defect will result in a return to SF Express for payment. The system always likes to automatically place orders, sometimes urgent orders, and automatically send them to SF Express for delivery the next day. If the quality inspection fails, a large item must be split into pieces and paid for by SF Express, and the shipping cost is extremely high. But looking at the sellers' reactions, Temu's operating logic has always been centered on "low price" since its launch . Whether it is creating extremely low prices or improving product quality, Temu's adjustment strategy seems to be based on sacrificing sellers' profits. This has led to Temu's rapid development momentum, but doubts within the industry are rampant. TEMU is suspected of planning to open local sellers in the United States Although Temu has been online for more than a year, many sellers still regard it as a channel for clearing excess inventory rather than a central platform for primary operations. It is learned that recently, in a discussion thread about the future development of Temu, a seller listed the "four major weaknesses" of Temu's current model : 1. Product quality. The price competitiveness of products on Temu is far better than that of other mainstream platforms. However, correspondingly, the product quality issues on the platform are also lacking in guarantee, and infringement is extremely rampant. 2. Delivery time. Temu’s overseas logistics are not as good as other platforms. Since its launch a year ago, not only has the problem of warehouse overflow occurred frequently, but the delivery speed is also slower than other platforms with a complete logistics system. At present, Temu can still stand out with its low price, but under the condition of equal quality and equal price, it is difficult to guarantee the delivery time, which often leads to a low customer retention rate. 3. Not winning the hearts of sellers. Temu’s rapid rise was achieved by increasing exposure, continuously lowering prices, sacrificing the profits of sellers and suppliers, and attacking overseas sinking markets with volume and speed. Therefore, sellers in the industry have mostly negative comments about Temu, and even earned the title of “price butcher”. 4. The times make the platform. Temu complied with the overseas consumption downgrade demand under the pressure of high inflation, and achieved explosive growth in a short period of time. However, as the global economy recovers, consumers who want to buy high-quality products and sellers who want to make more profits may "leave" Temu. Temu is also taking measures to improve the above-mentioned shortcomings, such as strengthening product quality inspection, building overseas warehouses , etc. Recently, in order to further optimize consumers' purchasing experience, Temu seems to be considering opening up local sellers in the United States. It is learned that according to an exclusive report by "LatePost", Pinduoduo's cross-border e-commerce platform Temu is planning to open up the US market to local sellers to enable the platform to have a richer supply of goods and improve consumers' purchasing experience. For example, goods can be shipped from local areas to greatly shorten delivery time. However, it is worth noting that an analyst who has been paying close attention to cross-border e-commerce said that Temu is not sure whether there are enough local sellers in the United States that meet its requirements. It hopes that sellers can provide the cost-effective products that the platform needs at this stage, so its attitude towards local business is still hesitant. As of now, Temu has not yet clarified the launch time for sellers to enter the US market. Industry insiders who learned of the news analyzed that Chinese sellers occupy a large share on many mainstream overseas platforms. Instead of developing overseas local sellers, Temu should consider how to optimize the domestic supply side. From a rational point of view, the Temu model needs to be dialectically analyzed from two sides: Temu, which is well versed in marketing, has indeed grasped the platform traffic and user acquisition, but its operating system and management system also contain many drawbacks. Whether Temu can break the curse of "low price means low quality" and remain in the overseas consumer market for a long time in the future remains to be determined by time.
|
