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It is learned that on September 1 , the Pinduoduo cross-border e-commerce platform, which has been attracting much attention, was officially launched in the United States. The platform is named Temu , and the APP mall also has the suffix " Team Up, Price Down ", which means: group purchase, lower price . This is similar to the meaning of Pinduoduo in China. ▲ The picture comes from IOS APP store Although there is such a slogan, there is no marketing word about group buying or similar "cut a knife" on Temu's website or APP . In addition, Temu's overall UI style is very different from Pinduoduo in China. It looks very simple and clear, and the quality of product pictures is also higher. ▲ The picture comes from Temu official website It can be inferred that Pinduoduo does not intend to refer to domestic experience in cross-border platforms , but is more in line with the aesthetics and habits of the local American market. In Temu's logo, in addition to the platform name, there are also icons of skirts, toy horses, high heels and bags, which just happen to be in line with Temu's current main products. Focusing on women's clothing and jewelry, Shein?
It is observed that the product categories on Temu currently include jewelry and accessories, home gardening, women's clothing, children's clothing, pet products, beauty, shoes and bags, outdoor sports, electronic products, etc., which is consistent with the previous publicity. However, the products are mainly concentrated in the categories of jewelry, women's clothing, shoes and bags , and other products such as men's clothing and electronic products are not many.
▲ The picture comes from Temu official website
Overall, Temu's product prices are not high. For example, summer women's clothing is mostly priced below US$20 , and many accessories are priced at no more than US$1 . In addition, new users enjoy a 20% discount on their first order. Temu still maintains a certain degree of price competitiveness among similar e-commerce platforms in the United States. ▲ The picture comes from Temu official website
With its high cost-performance ratio and its focus on women's clothing and jewelry, this model can't help but remind people of another fashion giant Shein . Some netizens even said: "The first feeling when I opened the website was that Shein had changed its shell..." ▲ The picture comes from Zhiwubuyan As a representative of fast fashion brands, Shein has grown at a rate of more than 100% per year in the past eight years, and its daily app downloads once exceeded Amazon. With its wide range of categories, fast new products, new styles and low prices , Shein was once jokingly called " Pinduoduo in the clothing industry" by domestic sellers . Initially, Shein relied on extreme supply chain management to control costs and gradually formed brand influence in the mid- and low-end markets. Therefore, if Pinduoduo wants to gain a foothold in the overseas market, it cannot rely solely on price. Brand is the core competitiveness of cross-border e-commerce . It is reported that Pinduoduo has begun to focus on recruiting merchants with independent design and production capabilities. Although Temu has only been online for one day, as a very popular e-commerce platform in China, many people in the industry continue to pay attention to it, and many sellers or consumers have expressed their opinions on the Internet. Temu's first day online: what do sellers and buyers think?
Pinduoduo’s exaggerated activities such as “ slash your purchases and get cash” and “help to get red envelopes ” have been criticized by many consumers. Many Chinese people are watching the Temu platform with a mentality of watching the fun, looking forward to how foreign consumers will react when they encounter the same situation. But this time, Pinduoduo may disappoint the spectators. A netizen on the forum said: “ I was originally most interested in the overseas model of “Pinyidao”, but it seems too conventional at present .”
▲ The picture comes from Zhiwubuyan After trying the Temu platform, a seller concluded that the homepage interface is too simple , with only pictures and descriptions, and lacks detailed information such as A+; there are also very few products, mostly small-volume goods. Overall, it is still in the trial stage. ▲ The picture comes from Zhiwubuyan Some merchants who were among the first to join the platform also expressed their opinions: most of the people recruited by the platform are directly-operated factories, and it feels like a test platform hastily launched after seeing the Shein case, and the preparation is not sufficient . ▲ The picture comes from Zhiwubuyan Combining the opinions of sellers and buyers, the Temu platform does not seem to be perfect at present, and there are deficiencies in both functions and products. But it is true that according to official news from Pinduoduo, the platform is in the testing period from September 1 to September 15. After the test, Temu will be fully open for sale, and more products will be available on the shelves. It is also possible that the official will launch new sales models and gameplay. In general, the Temu platform is still in the early support stage. Currently, the operation, warehousing, logistics, and exchange rate settlement risks are all borne by the official. The entry process is also very convenient. It is a good choice for sellers who have spare energy and want to expand sales. In response to this, a group chat [Pinduoduo Cross-border Entry Group] was created Welcome all cross-border sellers to scan the QR code to join the group and discuss related topics~
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