Source: Captain Raven
While the U.S. government and Congress concentrated their firepower on Tiktok, another "Made in China" app recently went crazy under the nose of the U.S. government.
That's right, this APP is the overseas version of Pinduoduo. Like TikTok, Douyin's overseas version, its overseas version has a new name - Temu.
The name Temu, taken from "Team Up, Price Down", is actually a direct translation of Pinduoduo's domestic version of Slogan "buy and buy cheaper".
As we all know, Pinduoduo has been outside the five rings for a long time in China, and the customer groups are mainly "poor" in the sinking market, even if more and more people now feel "really fragrant", but many middle-class elites still can't look at Pinduoduo.
Therefore, before Pinduoduo entered the US market, many people felt that it was said that they were all "big house steaks", the standard of living far exceeded our Yankees, and the pursuit of a higher quality of life, Pinduoduo on things Americans simply could not look at, so Pinduoduo in the United States will not have a market at all.
In fact, not only Chinese think so, but many Americans think so.
But until Pinduoduo entered the American market, many Americans found that they had not escaped this "true fragrance" law after all, and had fallen into the fun of wool.
01
Temu was officially launched in North America in September last year, and since its launch, the number of downloads has soared with various promotional strategies, and the milestone event that really made Temu a hit and swept the United States was that in February this year, Temu spent $14 million to place a 30-second ad on the Super Bowl.
The Super Bowl is to Americans what the Spring Festival Gala is to Chinese, and the game tends to attract tens of millions of American viewers.
Therefore, in the "Super Bowl" advertisement, the communication power needless to say, the key is Temu's 30-second advertisement, it is difficult not to be impressed after watching, the degree of brainwashing and simple and crude style is simply in line with the domestic Pinduoduo.
Many people are curious about what is said in the advertisement, and the crow briefly retells the content of the advertisement.
At the beginning of the commercial, a curly-haired girl in an old T-shirt is bored flipping through her phone, and then suddenly opens her eyes and opens her mouth wide, because she found a skirt she liked, not 999, not 99, but only 9.9!
So she quickly added the order, and since then she has been unreceivable, and bought a variety of beautiful clothes and shoes on Temu, changing 800 dressing styles a day.
Then the girl went out in beautiful clothes, saw an ordinary beauty on the side of the road, placed an order on Temu with one click, and spent a few dollars to change her into a beautiful dress.
Passing by the café, I saw a few bald and greasy uncles, maybe they felt that they were too affected by the city's appearance, and a few dollars per capita gave them a wig, I have to say that after getting a wig, it really looks much more pleasing to the eye.
After the heroine's Amway, the whole street put on beautiful clothes and shoes bought from Temu for a few dollars, and began to dance and party collectively.
At this time, the subtext behind the advertisement has come out: a few dollars of happiness that everyone can buy, are you sure not to come to one?
Coupled with the brainwashing background music such as "I feel so rich" (I feel so rich), "I am shopping like a billionaire" (I shop like a billionaire) and "Temu, temu, temu" that are looping from beginning to end, it is difficult not to think of the domestic version of the advertisement's "Pinduoduo, Pinduoduo, Fight more, save more, fight to fight to fight more, Pinduoduo every day, anytime, anywhere, Pinduoduo... ”
The degree of brainwashing in the Chinese and English versions is comparable, as long as you read it twice, when you see this text, you can't help but sing along in your brain.
And it turns out that this simple and crude advertisement is really effective, and many Americans quickly download the APP and start chopping when they see the ad.
According to Sensor Tower, Temu's Super Bowl day saw a 45% surge in downloads compared to the day before, and daily active users surged by about 20%.
And according to the results of the survey of TV advertising measurement company EDO Inc., Temu's ad interacts with the audience about 10 times more than that of ordinary advertising, and Temu's money on Super Bowl commercials is really not in vain.
Download data is the best proof of this, in March this year, Pinduoduo cross-border e-commerce platform Temu, which has been online for seven months, became the most downloaded app in the US app store.
Of course, the influence of advertising is naturally based on Temu's own appeal to users. Temu's strength lies in the fact that no Blue Star person can completely resist the temptation of wool.
In this regard, Temu can be described as the playing method of pixel-level copying in China.
02
The first is to fight low prices, and the price of goods on Temu is really difficult for Americans to refuse.
From household goods to clothing to electronics, consumers can buy almost all kinds of goods on Temu, but the prices are generally lower than other e-commerce platforms.
The price is low because Temu uses a direct sales method that "eliminates the middleman". Chinese suppliers can sell directly to U.S. consumers through the platform, and products are shipped directly from China without having to build a network of warehouses in the United States.
The price of accessories, such as shoes, socks, and hats, is concentrated between $0.49-3, and the price of most women's clothing products is concentrated between $3-20.
Most household items are under $10. For example, Temu's best-selling wireless headphones cost less than $10, but they usually cost more than $20 on Amazon.
Such a low price, as Temu said in the ad, does make many American users feel the billionaire-like shopping experience, just like ordinary people go to a $2 store and feel the joy of splurge.
Some people specifically compared the prices of Temu with similar products on other e-commerce platforms in the United States, such as shein and Amazon, and found that Temu does have an unparalleled price advantage.
On major social networking sites, many netizens who have bought things on Temu have also acted as "tap water" one by one, exclaiming and running for Temu's ultra-low price, and taking the initiative to start this orange software.
Of course, Temu attracts users not only its ultra-low price, which makes many users crazy, but also its "slash" to win rewards, and there has been a large-scale human-to-human phenomenon.
Like the promotion methods used to be in China, in the early days of Temu's launch, it was still engaged in pulling new rewards, and there were various ways to reward, but there was one law that remained unchanged, that is, the more people pulled, the higher the reward received.
If you successfully invite 1 new user to register, both the inviter and the invitee will receive 60% discount for placing orders.
If you successfully invite two friends to sign up for Temu, you can get massage equipment, washing machine, projector, headphones, drones and other items for free.
And if you invite 5 new users to download and complete the registration, you can directly get a cash reward of $20 and can withdraw directly.
In addition to pulling new rewards, Temu has also launched the same social gameplay as in China, that is, users can share the invitation code "chopping a knife" to obtain a variety of consumption coupons and cash rewards.
Facts have proved that the combat effectiveness of the American wool is really not to be underestimated, compared to ours.
At most, we Chinese send it in groups among our friends, and we can only stop cutting it if we can't finish it. Americans are different, friends can't finish cutting, so they directly run to social platforms to ask strangers for help on a large scale.
For example, the following one: "Ball ball, invite a new Temu friend to sign up, and I can get a free gift!"
I don't know if you see this interface, is there a "familiar recipe, familiar taste" to the face.
The above "chop a knife" progress bar has been carried out to more than 90%, the blue box in the middle prompts you to invite new friends after you can be successful immediately, the following rolling barrage tells you that 3 minutes ago user XXX has obtained free goods, the bottom tells you the specific steps to get free goods, it is simply a 100% replica version of domestic Pinduoduo!
There is also the following one, you can withdraw when you reach 100, and now the help of friends has reached 99 yuan! Only 1 yuan difference! Those who are familiar with Pinduoduo know that "those who travel 100 meters and half ninety" are a regular routine.
In order to find more people to "chop", this netizen simply formed a Temu group specifically for strangers to "chop" each other.
Some netizens directly humbly asked for help on social media platforms: "Is someone willing to help me chop?" If anyone helps me chop, I will also help him chop! ”
Then all the buildings in the comment area were built, and they posted their own invitation codes to exchange with each other.
Introverted friends complained on their social accounts that Temu had to let new people have money and gifts, and he didn't have so many friends at all, shedding tears of grievances.
Then the comment area immediately rushed into a large number of people who said that they were in the same situation, saying that they were willing to help him chop, hoping that the landlord could also help him cut, and happily carried out friendship and mutual help. A shopping app developed into an online dating app...
Seeing so many netizens passionately "chopping each other" on social media, some netizens said that they had no friends around to download Temu, and as a result, someone smelled it and politely asked if they could let the blogger's friends help them chop a knife, after all, Temu new users are now a scarce product, and registering one is one less.
While many Americans have slashed to the point of madness, many people have received orders or free purchases on Temu, and have made all kinds of unboxing sharing about this orange package on platforms such as Tiktok.
There are small items such as wigs, false eyelashes, clothes, shoes, etc.
There are also free game consoles, headphones, mobile phones, cameras and other electronic products, as well as various other products.
These videos have a super high number of views, and the comments are much more than other videos, and the interesting thing is that the comments are basically divided into only two categories, either to share their own results, or to share their invitation code to let others help them chop a knife.
In the midst of these joys and longings, some netizens outside the United States showed endless envy and jealousy for Americans who could use Temu wool and shop.
One of the netizens in Europe said with resentment: "There is no Temu in Europe, cry", behind more than a thousand high likes, it can be seen that it represents the voice of thousands of netizens.
Not only European netizens who had opinions, but also netizens said: "Asia and the Middle East are not ah, sad", another netizen below echoed: "Yes, it's really unfair." ”
What Crow wants to say to these netizens is that don't worry, in the near future, you may also have the opportunity to fleece.
03
Five months after successfully expanding into the United States, Temu replicated the same experience in Canada in February this year, and in March this year, the new regions of Australia and New Zealand were launched simultaneously, and its territory will continue to expand into Europe and Africa in the future.
Temu has followed the speed of China's mobile Internet industry to quickly spread the user's plate, and it should cover more and more countries and regions in the future.
Because from the current business situation of Temu, there may be no need to worry about sales in the future.
For almost the entire month of the past, Temu's business was in a state of liquidation.
According to the feedback of many Temu merchants in China, "from the receipt of goods on March 2 to now, the products have not been put into storage", and "the explosive money has long been sold out".
Because Temu's overseas business is too hot, from March 14, investment managers have successively issued notices in different categories, and have to press the pause button for the "crazy" Temu business.
"In order to improve the delivery capacity of the warehouse, the warehouse will prioritize the delivery of goods in these days, temporarily stop receiving goods, stop the approval of all first orders, and stop the approval of replenishment orders; All the stock lists that have not been shipped in the afternoon will be voided, and the specific recovery time please pay attention to the buyer's notice. ”
At the same time, Temu's employees are actively looking for warehouses, labor resources, and dealing with the backlog of explosive express delivery. Some investment managers directly recruit workers in the circle of friends: "Ask to introduce labor service companies, coordinate Guangdong, and the average daily front-line labor service demand is 10,000+." ”
A reporter saw from the photos shared by the merchant that the Termu warehouse located in Zhaoqing, Qingyuan and other places in Guangdong, the express delivery has been piled up, as far as the eye can see is all packages, at night it is also brightly lit, and the staff processes packages day and night.
As for the reason for the explosion, a Temu insider said, "The business is developing too fast, the number of user orders has skyrocketed, and the warehouse capacity cannot keep up." ”
And the explosion of positions also means that Temu's business is rising fast enough, and the overseas market is still a blue ocean that needs to be developed, and it may have a lot to do in the future.
The rise of Temu, and then think of the unreasonable suppression of TikTok by the United States we mentioned at the beginning, is best described by an ancient poem: "The apes on both sides of the strait can't stop crying, and the light boat has crossed ten thousand mountains." ”
Perhaps many Americans have not realized that Chinese apps have penetrated into all aspects of American life, and only in March the five hottest apps in the United States, Chinese-developed apps have accounted for four.
In the first three weeks of March this year, Pinduoduo's cross-border e-commerce platform Temu, which had been online for seven months, became the most downloaded app in the US app store.
It was followed by the overseas version of CapCut and the "former hegemon" TikTok, both from ByteDance.
Cross-border fast-fashion retailer Shein came in fourth, followed by Facebook, the only non-Chinese app in the top five.
Decades ago, the machinery and equipment used in Chinese daily life and work, as small as daily clothing, food, housing and transportation, were basically developed countries such as Europe and the United States, and the United States and European "property rights products" led the world trend, and even people unconsciously equated "modernization" with "Westernization".
Today, from those netizens who are eager to use Temu, we feel how Chinese-style modernization is deeply affecting people around the world.
Thirty years of Hedong, thirty years of Hexi, on the world stage, the time has come for Chinese to show his talents.