"Who is Temu and why is it so rich?"
"How can they afford a few Super Bowl commercials when their stuff is so cheap?"
"I wondered if I could find some Philadelphia Eagles gear on Temu."
On Twitter on February 13, many American netizens exploded around Temu. This is because at the Super Bowl (American Football League Finals), known as the "American Spring Festival Gala", video ads from China's e-commerce app appeared many times.
It is reported that the Super Bowl ad may have cost Pinduoduo tens of millions of dollars. Temu, who has spent a lot of money, also updated his slogan for "Shop like a billionaire" and "shop like a billionaire."
The Super Bowl was the nation's most-watched television show for many years and has gradually become an unofficial national holiday. In addition, Super Bowl Sunday is the second highest daily food consumption in the United States, after Thanksgiving. Also appearing at the Super Bowl with Temu this time are Google, Rakuten, Uber, and Pepsi.
In conjunction with the commercial appearance at the Super Bowl, Temu also launched a promotional reward worth ten million US dollars, hoping to undertake the traffic brought by the exposure.
Pinduoduo has spent three years to become China's second-largest e-commerce platform, and so far, it has used various moves to express its determination to replicate domestic success in the United States at lightning speed.
After its launch in September 2022, Temu has been communicating non-stop about the supply chain and investing in North America, and has not done any publicity on the brand side before, but even so, relying on the selling point of low price, Temu has generally started well, and has been one of the most downloaded free apps on the US App Store and Google Play for a long time. As of January 24 this year, Temu has been downloaded more than 19 million times worldwide, 95% of which comes from North America.
Some investors revealed that Temu GMV reached $250 million in less than three months after its launch, and GMV rushed to $200 million in January this year, with a target of $3 billion GMV in the first year.
At this time, the high-profile publicity at the Super Bowl can be said to be Temu's official appearance in terms of brand exposure for mainstream people. Temu's ad, which aired at just 30 seconds, was tailored for the Super Bowl, after media reports that Fox Sports, which broadcasts the Super Bowl, said last week that its Super Bowl broadcast ad was sold out, with some 30-second ad slots selling for more than $7 million. The company expects Super Bowl advertising revenue to total $600 million.
The 30-second ad plays in two slots, with a curly-haired woman trying on endless layers of clothes with the touch of her smartphone. They appear on her as she adds items to her cart, as well as on the various characters that surround her as she walks. The ad's last message reads: "Download the Temu app and shop like a billionaire." With the release of the commercial film, the current Temu Google Play slogan has also become this.
A Temu spokesperson said of the company's Super Bowl appearance: "With the largest possible stage, we want to share with our consumers because of the prices we offer, they can shop freely. Because of Temu, 'shopping like a billionaire' is no longer a dream. ”
Naturally, there are heated discussions among American netizens on Twitter. "Why is it so rich?" How much did Temu spend on Super Bowl commercials? ”
Others played memes, "Temu buys commercials during the Super Bowl like a billionaire" and "I wish I could buy cheap clothes like a billionaire." There are even people curious about Temu's post-Super Bowl sales figures.
At present, with such a huge investment, Termu has achieved its original purpose, and the platform's traffic has skyrocketed. According to AMZ123, on the occasion of the upcoming opening of the Super Bowl, Temu officially issued a relevant reminder in the group: it is expected that the traffic will rise sharply on Monday (February 13), and sellers need to hurry up and stock up. According to Temu's official group information, as of 9 a.m. on February 13, the traffic on Temu's station has risen by 30%.
This time with Temu appeared in the Super Bowl is Google, Rakuten, Uber and PepsiCo, which are well-known companies and brands in the American public, some investors are very excited about this Pinduoduo advertising campaign, describing "Shop like a billionaire" is "the cultural export of Chinese overseas enterprises", but maybe the effect of an endorsement is not so magical, but what can be done is to eliminate Temu's doubts and strangeness at the American public level to a certain extent. In the future, when searching for Google, the question "is Temu a real website" may not appear as often.