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It is learned that Marketplace Pulse data shows that the share of Chinese sellers on Amazon is increasing. Currently, the proportion of Chinese sellers in total sales and among top sellers has returned to the level of November 2020, which is at a historical high. It seems that as the third-party e-commerce platform with the largest traffic and the most mature operating system, Amazon is still the first choice for many domestic sellers to go overseas. However, the rising sentiment of Chinese sellers to "de-Amazonize" as reported by many media outlets before is not groundless. Today, the cross-border trade ecosystem is being restructured, and the trend of multi-platform layout is prominent . The so-called "de-Amazonization" does not mean giving up Amazon, but that Chinese cross-border sellers are working hard to achieve platform diversification in addition to operating on Amazon, and no longer putting all their eggs in the Amazon basket. Among them, Temu, the cross-border platform newly launched by Pinduoduo this year, has also provided a new way out for many sellers looking for new market platforms, and some big sellers on Amazon have already sounded the clarion call to enter the market. Shenzhen's best seller has settled in Temu!
It is learned that on November 15, Shenzhen-based Huakai Yibai responded to investors' questions and said that the company has opened a small number of stores on Pinduoduo overseas . For emerging e-commerce platforms, the company will actively pay attention to and adopt a follow-up strategy and allocate resources at the right time. Previously in the 2022 semi-annual financial report, Huakai Yibai mentioned that the company adheres to pan-category, multi-platform, and multi-market operations . While deeply cultivating mainstream third-party e-commerce platforms such as Amazon and eBay, it actively opens online stores on emerging third-party e-commerce platforms such as Walmart and Jumia. There is no dependence on a specific platform. ▲ The picture comes from Huakai Yibai’s 2022 semi-annual report It is not surprising that Pinduoduo, which topped the IOS shopping app list less than two months after its launch, has become an emerging platform for Huakai Yibai to expand its layout. According to MarketerPlacePuls data , Temu ranked first in the iOS App Store's shopping app download list on October 17, US time, surpassing Amazon, Shein and Walmart. Currently, its daily active transaction users are about 60,000, the number of download users is close to 800,000, and about 20,000 sellers have settled in. In addition, after Amazon recently announced a notice of delivery fee increase in 2023, cross-border sellers have been calling for more entry into Temu. Although some sellers are still worried about Temu's ultra-low prices, loss of initiative and quality issues , many sellers believe that Temu is currently in a period of rapid growth. For suppliers of low-priced products with supply chain advantages, entering Temu now is undoubtedly an excellent opportunity to increase orders. Taking the Lenovo audio products that are hot-selling on Temu as an example, Temu's investment manager mentioned: Lenovo audio has cooperated with Pinduoduo since the end of August, and was launched on September 1st. In just two months, sales exceeded 150,000 units, with sales reaching several million. In addition to its own brand influence, the more important factor for its success is the fast launch of new products and fast delivery, which grabbed the early traffic dividend of the platform. And Temu's investment manager also pointed out: The surge in sales and insufficient inventory will most likely be the norm for Temu in the future. Recently, in order to improve sellers' delivery efficiency, Temu opened the JIT (Just-In-Time) pre-sale model to sellers in the United States. JIT pre-sale model: improving efficiency or transferring risks?
It is learned that the JIT (Just-In-Time) pre-sale model is the "real-time production method", also known as the "no-stocking production method". Sellers who choose the JIT model do not need to prepare goods in advance to the warehouse, but can pack and ship according to the requirements within 24 hours after receiving the stocking list based on actual sales conditions. They cannot over-ship , which is the so-called "ship as much as sold". It is worth noting that the JIT mode is separate from the normal stocking mode . Products that have selected the JIT mode cannot be stocked using the normal mode. However, after launching new products through JIT, if product sales are stable, you can subsequently apply to switch directly to the normal stocking mode. ▲ The picture comes from Temu official website Currently, the early JIT pre-sale model is only open to sellers in provinces near Guangdong , and they are required to pay a deposit of RMB 5,000. In addition, to activate JIT, the store must first apply for activation permission. After the price is approved, the seller can choose which products in the store to use JIT, set up virtual inventory (it is recommended that virtual inventory ≤ spot quantity), and then put them on the shelves for sale.
In this regard, some sellers believe that this model is more like Temu transferring the risks of warehouse overflow and out-of-stock to sellers.
It is reported that in order to ensure the timeliness, Temu has clearly stated that it will fine merchants according to the value of the goods if the goods fail to meet the timeliness. The specific amount of fines is that if the merchant fails to deliver the goods within 24 hours, the platform will fine 1 times the value of the goods and remove the goods from the shelves; if the goods are not delivered within 48 hours, the penalty multiple will increase to 5 times. But overall , the JIT model is undoubtedly a great help in alleviating warehouse overflow problems and improving sellers' delivery efficiency . It is understood that according to foreign media reports, more than a month after its launch, Temu's average daily GMV (gross merchandise volume) exceeded US$1.5 million . According to relevant sources, this GMV performance is still lower than the internal expectations of Pinduoduo's cross-border business (GMV of US$300-500 million in 2022 and US$3 billion in the next year). As of now, Temu still has a long way to go to reach its target data. However, Black Friday, the biggest shopping season in North America, has already arrived. Temu has high hopes for this peak season. Whether its GMV can achieve a high growth as Temu expected will soon be revealed. As for whether Temu can compete with other competitors in the cross-border e-commerce industry and reproduce the miracle of growth in the future, the answer can only be left to time. Do you think Temu has any impact on Amazon? Welcome to discuss in the comments section~
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