E-commerce platforms of Chinese origin continue their deployment in Spain. The already well-known AliExpress was joined in February of this year by another Alibaba alternative called Miravia (which aims to offer upper-middle-range products). and a series of recent job offers They seem to indicate that we will soon witness the launch of TikTok Shop.
As if this were not enough, as pointed out by SCMP, the arrival in Spain, France, Italy, Germany, the Netherlands and the United Kingdom of Temu has just been completed. We are talking about a proposal that came to light about seven months ago in the US market, but which has the Asian giant PDD Holdings behind it, the conglomerate responsible for the electronic commerce platform pinduoduo.
Temu begins its deployment in Europe
PDD Holdings has spared no resources in promoting its app. The US launch in September of last year was followed by a strong advertising bet: an ad at the Super Bowl that had as its strong point its slogan: “Shop like a billionaire”. The strategy apparently achieved the desired effect and Temu began to gain a foothold in the Amazon lands.
In February this year, Temu boasted nearly 25 million downloads and more than 11 million monthly active users. In the midst of this amazing growth and notoriety for an e-commerce application that had literally just hit the market, its managers announced on Twitter that would expand to other countries, starting with Canada, Australia and New Zealand.
After that strategic movement is added the one that has materialized this week, with the possibility of using the app to make purchases from Spain. although this previously it was possible (like many other apps that do not have a direct presence in the country), the benefit is presented with special offers and improved delivery times (buying today gives an estimated delivery time of between 7 and 13 days).
As we said a few weeks ago, Temu’s successful strategy up to now is based on a large catalog of products, low prices and “flash” offers with discounts that can reach a substantial part of the regular price of the product. Precisely, to celebrate the “grand opening” of the platform in the aforementioned European countries, discounts of up to 90% are being offered.
A brief tour of the app is enough to find products whose price does not go unnoticed, although of course, it will be the consumers who must evaluate the usefulness and quality of these proposals compared to others that are not so cheap. Desktop calculators for €1.48, men’s Hawaiian shirts for €7.18, women’s purses for €9.48 and wireless headphones for €5.68.
We have to wait to find out if this proposal will be able to gain part of the market dominated by AliExpress, Amazon and other proposals. Globally, the metrics are quite favorable. According to Sensor Tower, Temu has reached 33 million downloads. “The most essential thing for us right now is to build our own long-term value,” PDD CFO Liu Jun recently said.
Images: Temu | Screenshots
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