TEMU MARKETING STRATEGY 2024
Why Temu Is Spending On Marketing Like A Billionaire
Advertising in big events like the Super Bowl, if done right, can give a huge jolt to a company’s exposure and brand recognition. Shopping app Temu seemed to meet that objective with flying colors. With a colorful animated ad featuring a sprightly jingle (which is also an earworm), the company immediately got noticed. What also made viewers take notice was the multiple times the ad played during the game. The commercial aired three times—potentially costing $21 million—and twice afterward. Even casual viewers of the Big Game likely saw Temu imploring them to “shop like a billionaire.”
Temu, which is owned by Chinese e-commerce giant PDD Holdings, certainly got its exposure. While younger consumers were already familiar with Temu through its ads and presence on social media, it has become a household name for consumers of all ages. Ever since the Super Bowl, Temu has ranked as the number one downloaded free app. EDO, which measures online activity driven by Super Bowl ads, found that Temu’s ad generated 1,343% more engagement than the median ad.
Temu’s marketing strategy: competitive pricing, intensive advertising, and aggressive promotions
- Low-priced products contributed to the exponential growth of Temu
Since September 2022, Temu’s worldwide popularity escalated quickly: in just 8 months, in April 2023, the company reached more than USD 400 million in monthly Gross Merchandise Volume (GMV).
One of the main reasons for such a rapid success lies in its extremely low-priced products. The platform’s encourages netizens to make impulsive purchases of products on sale, not because they need them, but because they are cheap. To maintain low-priced items, the app received substantial initial marketing support from its parent company, Pinduoduo, currently absorbing the losses to facilitate its growth.
Temu Marketing Strategy That Outperformed Amazon
Move over Amazon and Shein—a new eCommerce platform is on the block, disrupting the status quo and capturing the attention of basically everyone who loves a bargain. Temu, launched by Chinese eCommerce giant Pinduoduo in July 2022, has been downloaded 50 million times, making it more popular than Amazon. So, what’s behind the brand’s meteoric growth? Insanely low prices, combined with clever use of social commerce and influencer marketing.
Ready to explore the social media and influencer marketing strategy of one of the fastest-growing brands of all time? Let’s dive in.
How is Temu Challenging the E-Commerce Giants with its Viral Marketing Strategy?
Almost everyone has heard of the new app making the round, Temu. It is a new online shopping app that offers a wide range of products at low prices, from clothing and accessories to home appliances and power tools. Launched in September 2022 in the US and February 2023 in Canada by PDD Holdings, a Chinese e-commerce giant, Temuhas quickly risen to the top of the app store charts, surpassing Amazon, Walmart, and Shein.
Let’s break down the secrets behind Temu’s marketing strategy.
Developing a Winning Temu Marketing Strategy
Understanding the Basics of Temu Marketing
Before delving into the specifics, it is important to have a clear understanding of what temu marketing entails. Temu marketing, also known as targeted email marketing, is a strategy that involves sending personalized promotional messages to a carefully curated list of individuals who have shown interest in products or services. Unlike traditional marketing methods, temu marketing allows businesses to target a specific audience segment, tailoring their messages to resonate with their interests and needs.
Temu marketing is a powerful tool that enables businesses to establish direct and meaningful connections with their customers. By leveraging the personal nature of email communication, businesses can create a sense of exclusivity and build trust with their audience. This personalized approach helps to foster long-term relationships, leading to increased customer loyalty and repeat business.
Shopping app Temu is using TikTok’s strategy to keep its No. 1 spot on App Store
Temu, a shopping app from Chinese e-commerce giant Pinduoduo, is having quite the run as the No. 1 app on the U.S. app stores. The mobile shopping app hit the top spot on the U.S. App Store in September and has continued to hold a highly ranked position in the months that followed, including as the No. 1 free app on Google Play since December 29, 2022. More recently, Temu once again snagged the No. 1 position on the iOS App Store on January 3 and hasn’t dropped since.
Offering cheap factory-to-consumer goods, Temu provides access to a wide range of products, including fast fashion, and pushes users to share the app with friends in exchange for free products, which may account for some of its growth. However, a large number of its new installs come from Temu’s marketing spend, it seems.
Demystifying Temu Marketing Strategy: This is How They Succeeded
- Initial Launch
PDD Holdings introduced Temu, an acronym for “Team Up, Price Down,” in 2022 to penetrate markets like the United States. The company established partnerships with workshops to offer goods at wholesale rates, providing a bridge for Chinese manufacturers eager to reach global consumers. Temu’s approach included a robust marketing campaign employing affiliate marketing and gamification tactics to stand out among leading eCommerce platforms.
- Growth and Evolution
Within a year, Temu skyrocketed to one of the top positions among downloaded apps, driven by an array of unique products and services alongside a worldwide marketing effort. The brand employed an omnichannel strategy blending digital and TV ads to engage customers across the U.S., enhancing the shopping experience with interactive features like a discount wheel within the app, thus inviting shoppers to explore affordable deals.
Temu’s rapid ascent has drawn attention from major players like Amazon, highlighting a shift in consumer engagement towards platforms offering novel shopping experiences and value.
- Marketing Dynamics