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At 7:30 am Beijing time on February 13, the NFL Super Bowl, known as the "American Spring Festival Gala", officially kicked off.
According to Reuters, the Super Bowl has always been one of the most watched TV programs in the United States, attracting more than 100 million viewers last year. Based on this, in addition to the ultimate showdown between the Philadelphia Eagles and the Kansas City Chiefs that fans are looking forward to, advertising during the event has also become a focus of major companies. Temu spends millions of dollars to appear on the "American Spring Festival Gala" It is learned that according to foreign media reports, in 2023, Fox Sports, which will broadcast the Super Bowl live, will set the price of each 30-second advertisement at US$7 million , equivalent to US$230,000 per second , setting a record high price for advertising in the event. Due to the extremely high global attention to the Super Bowl, its advertising fees have skyrocketed, but it still cannot stop major companies from spending money on it. This morning, as the Super Bowl was underway, some sellers observed that Pinduoduo's cross-border e-commerce platform Temu had placed multiple advertisements during the game, becoming one of the biggest spenders of the Super Bowl. ▲ The picture comes from the Internet This move has set off a wave of heated discussions in the cross-border circle: "Pinduoduo's North American version, Temu, has really made it big. It even advertised in the Super Bowl!" "Temu actually had a Super Bowl ad. How rich! Looks like he made a lot of money last year." While marveling at Temu’s arrogance, some sellers also discovered that the SKUs that appeared in Temu’s Super Bowl ads were mostly women’s clothing products, and the slogan “shop like a billionaire” was extremely impactful, with a strong implication of benchmarking against SHEIN. A Temu spokesperson said of the company's Super Bowl appearance: "By giving it the biggest possible stage, we hope to share with our consumers that they can shop freely because of the prices we offer. Because of Temu, 'shop like a billionaire' is no longer a dream." It is learned that yesterday, when the Super Bowl was about to open, Temu officials issued a relevant reminder in the group: it is estimated that the traffic will increase significantly on Monday (February 13) , and sellers need to prepare stocks as soon as possible, especially for products with weekly sales of more than 10 in the store, the inventory days must be replenished to more than 20 days. ▲ The picture comes from Temu official group According to information feedback from Temu's official group, as of 9 a.m. this morning, traffic on Temu's site has increased by 30%. Temu also said: It is now the prime time in the U.S., and with the promotion going on, product sales will continue to increase . Sellers with high sales need to be prepared to replenish stocks quickly for sales. From the above, it can be seen that Temu’s traffic-generating strategy of placing advertisements in the Super Bowl has been slightly effective, and is expected to lay a good foundation for the continued growth of platform traffic in early 2023. As for why Temu dared to spend a huge amount of money on the Super Bowl, an industry insider pointed out that what gave Temu such confidence was actually the growth miracle achieved after the platform went online. Relevant data shows that since its launch in September 2022, Temu has topped the download application list of all categories in the US AppStore many times. As of January 24 this year, Temu's global downloads have exceeded 19 million times, of which 95% are from North America. Although the download ranking cannot objectively indicate the user retention rate of a platform, it also confirms to a certain extent that TEMU has carved out a path in the U.S. sinking market with its extremely low-price strategy. However, judging from the recent news that Pinduoduo is preparing to launch a massive attack on the North American market, Temu does not seem to be satisfied with this. Temu is making a big splash in North America and is about to enter Canada It is learned that recently, a seller revealed that after the US site, the Canadian site of the Temu Seller Center backend has started internal testing at the end of January. The screenshot of the notice issued by Temu's investment manager shows that Temu's goal is to "sell globally from one store, starting from the United States, and gradually expanding the opportunity market." Among them, the "one store selling globally" model means that stores that meet the rating standards will be directly synchronized without the seller's additional operation, and synchronized products will have a new round of incremental market traffic bonus. For sellers, through this model, products and inventory on different sites are universal and there is no need to re-list them, which can greatly improve the convenience of sales.
▲ Picture from Temu
At the same time, the investment manager also revealed that Temu's new Canadian site will provide additional traffic support, including traffic support for stores with more than 50 products. It is recommended that the number of products in a store be more than 100, and traffic will be tilted; all new products will be given 7 days of traffic support, flash sale support and traffic blessing. Based on the above series of support, as of February 2, more than half of the products on the Temu platform have been synchronized to the Canadian site. At present, although Pinduoduo has not officially announced the news , Temu officials have confirmed that the Temu Canadian station is expected to be launched as early as the first quarter of 2023. In general, in the macro environment of global economic downturn, Temu has been able to achieve counter-cyclical growth and even carry out expansion plans, which has really exceeded public expectations. However, behind its three-pronged strategy of using low prices to pry open overseas markets, sellers are still burdened with "cut profits". Given the growing doubts within the industry, it remains to be seen whether Temu can further seize the overseas consumer market in the future.
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