Temu Social Shopping App, Already A Winner, Kicks Off U.S. Campaign With Super Bowl Ads

Chinese language buying app Temu made its first advertising and marketing push since launching in the US on Sunday with two Tremendous Bowl commercials. The platform goals to deliver social buying, already a phenomenon in China, to North America.

Since launching quietly within the U.S. six months in the past, Temu has climbed to the #1 place in Apple’s
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app retailer buying class, blowing previous Shein, Amazon.com and Walmart
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. The corporate’s Tremendous Bowl commercial confirmed a younger lady tapping to purchase a purple robe for beneath $10. She goes on to bop by way of the road, buying dozens of extra merchandise because the app permits her to “store like a billionaire.” Greenback-store pricing and low-cost delivery are hallmarks of the platform, which affords prospects the choice to browse gadgets obtainable for lower than $3. One other part of the location guarantees that the whole lot is promoting at reductions between 50% and 99%. The low cost retail market is valued at $268 billion globally, in response to funds agency Crone Consulting.

Temu is a subsidiary of Shanghai-based PDD Holdings, which additionally owns e-commerce app Pinduoduo. In celebration of the Tremendous Bowl advert launch, Temu is making a gift of $10 million in prizes to customers who obtain its app and play video games to win even steeper reductions. Below the video games is an infinite scroll feed designed to maintain customers searching and shopping for. The primary 5 gadgets on show are from the commercial and spotlight what number of have been offered already. Amongst these 5 gadgets, almost 4,000 purchases have been made for the reason that advert aired.

One other approach for customers to win free presents, free delivery or reductions is by inviting mates to affix them on the platform. The recruiting of mates on the location opens the door for social buying options already obtainable on Pinduoduo. The important thing characteristic on Pinduoduo is group buying, the place teams of customers shopping for the identical merchandise can coordinate to earn bigger reductions. The app’s buying classes vary from magnificence merchandise to industrial energy instruments, in contrast to Shein, which solely sells clothes. Temu plans to develop to Canada within the close to future, the corporate stated earlier this month.

“There isn’t any different platform that provides this identical sort of benefit of the supply-chain connection to low-cost producers and the group purchases to drive this multi-level advertising and marketing on the particular person stage,” says Richard Crone, CEO and founding father of Crone Consulting.

In North America in the present day, the closest factor to a social buying app is Venmo, which shows public transactions on a social-media-like feed and affords a $10 bonus to customers who refer mates to the platform. As an alternative of a flat referral payment, Pinduoduo affords steady reductions by way of group purchases. Within the third quarter of 2022, Pinduoduo pulled in $4.99 billion income by gamifying the buying expertise. It has surpassed each Alibaba and JD.com when it comes to annual energetic customers.

Tremendous Bowl commercials are notoriously costly, costing as much as $7 million for a 30-second characteristic. Nevertheless, the large sport attracts tens of millions of viewers and has been the most-watched TV occasion in the US in recent times, making it a gorgeous promoting alternative for manufacturers.