The download volume has entered the top five, and TEMU has made new moves!

After the North American version of Pinduoduo TEMU went online, many sellers were skeptical about whether its low-price strategy would work. Amid doubts and hesitation, more sellers still chose to give it a try.

According to recent feedback from sellers, the platform has seen a decent growth in volume and a good repurchase rate after the sellers join. Moreover, due to the low price of the products, the popularity among buyers has also increased rapidly. It has been ranked in the top five shopping apps in the Apple Store, and once surpassed Amazon and SHEIN. It is understood that the sales of some decorations, clothing, daily necessities and other categories on the platform are currently at the top. Perhaps seeing the initial effectiveness of Temu, the platform has recently launched multiple service functions.

TEMU launches Seller Center APP

Recently, TEMU launched the Seller Center APP, which is a further step to improve its own platform. From what we know, the services that the APP can provide to sellers include sellers managing goods, obtaining platform notifications, account fund changes, commodity quantity changes, etc. Other functions are still being further supplemented and improved.

Many sellers who have settled in believe that the current functions can meet basic management needs, but they expect the app to launch more convenient and considerate functions. In addition, some sellers have also found that Temu has also registered an official Weibo account in a low-key manner. Since it has just been registered, the number of fans is relatively small. "It should be preparing for its subsequent publicity and promotion and expanding investment." A seller said.

Although the multiple application services launched by TEMU are still in their infancy, as the platform gradually becomes more popular in the US market and the number of sellers increases, it is inevitable that its supporting services will be strengthened. This can be seen from the feedback of overseas consumers.

One buyer said: " TEMU has brought a lot of joy to my busy online shopping life. " Another buyer even shared some of the products he bought, saying: "At first, I saw that the price was so low on the recommendation of a friend, so I only bought some ballpoint pens. I found that they were OK, so I bought some bath towels and hairpins. The prices were very cheap, so I didn't spend much money on so many. But I don't dare to buy other things."

"Such low prices are rare on other platforms." There are many comments like this. As some netizens said, the initial motivation of more consumers is the low price of the product, and then the quality of the product. The low-price strategy is more attractive to some buyers who are struggling financially. However, based on the feedback from buyers, most consumers are still cautious about ultra-low prices, so they are more willing to buy some daily necessities, small items, etc.

In fact, after the TEMU platform was launched for a period of time, its categories have been gradually expanded, and some products have even been subcategorized. It is understood that in addition to the above-mentioned categories with good sales, the sales of kitchenware and decorative products are also increasing rapidly. As the peak season is approaching abroad, many sellers have reported that the popularity of holiday products is also increasing.

So far, TEMU has not adopted a "cut-down" marketing approach , and its reputation among sellers has also improved. After seeing the growth of the platform, many sellers who were waiting and watching no longer hesitated, thinking that having one more platform would not hurt, and chose to join. Sellers are also paying more attention to TEMU's developments.

Pinduoduo has invested billions of yuan to launch an overseas support plan

In fact, Pinduoduo has been making moves recently. Some time ago, Pinduoduo also announced the official launch of the "2022 Pinduoduo Overseas Support Plan" to help Chinese companies expand overseas markets, which in another sense also paves the way for TEMU.

In the plan, many measures are attracting sellers to join TEMU. First, for overseas manufacturing enterprises, Pinduoduo will adopt a preferential policy of 0 deposit and 0 commission for a long time; secondly, Pinduoduo has also invested tens of billions of resources and joint industrial belts to build 100 overseas brands in the initial stage and support 10,000 enterprises to directly connect to the global market; at the same time, it will also provide sellers with infrastructure services, such as domestic and foreign warehousing, cross-border logistics and after-sales services.

In addition, Pinduoduo has also launched an integrated overseas solution and overseas transition training to help more Chinese companies go abroad and complete the upgrade from brand OEM to brand.

From the perspective of Pinduoduo's layout, TEMU is not only using various promotional methods to attract new sellers, but also using China's powerful supply chain to ensure the quality and quantity of the platform, which seems to be building a bigger blueprint. From the initial attraction of merchants to the current series of brand support, Pinduoduo is moving towards the direction of deepening its overseas market, but for Pinduoduo, if it wants to truly implement it in the overseas market, it remains to be seen.

In terms of building a brand matrix, Pinduoduo seems to have reached a consensus with overseas platforms such as SHEIN. As market competition intensifies and a single brand cannot support the rapid development of enterprises, SHEIN, which started out as a women's clothing brand, is breaking through bottlenecks by building a super brand matrix to achieve a business layout that develops in the direction of a full-category platform.

Industry insiders generally believe that the important reason why SHEIN can stand out in the European and American markets, in addition to its supply chain, is its marketing capabilities. Its social media accounts have the largest number of fans among cross-border e-commerce. Their usual method is to use one large account to attract traffic to multiple sub-accounts, using old accounts to bring in new ones to speed up the account startup. It is precisely with such a precise layout that SHEIN has captured a group of precise user groups.

SHEIN also adopted the same approach in building new brands . In the early stage, the main site will test the products of the new business line and endorse the new brand. Later, it will launch an independent site based on market feedback to accurately capture new consumers.

The editor learned that SHEIN currently has more than 10 brands, such as ROMWE, a brand focusing on young fast fashion, which is similar to the main site; and MOTF, a high-end clothing brand, which has raised the upper limit of commodity prices while maintaining the original cost-effectiveness, which is also a test of the high-end market.

In addition, SHEIN also owns multiple brands including European and American fast fashion EMERYROSE, Korean clothing DAZY, sports fashion Glowmode, underwear brand Luvlette, as well as cosmetics brand SHEGLAM, shoe brand Cuccoo, pet brand PETSIN and so on.

There is no doubt that branding is an extremely important part of the transition of cross-border e-commerce from extensive to intensive cultivation, and it also plays an important role in improving its marketing capabilities and sales.