Gabriel Budi Sutrisno · · 1 min readTemu’s US Super Bowl ad intensifies battle with Shein
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Fast-fashion unit Temu, whose value proposition is offering low-priced goods, wants people to “shop like a billionaire.”
The firm just made its Super Bowl debut and has racked up over nearly 150,000 views on YouTube.
It might be contradiction that caught the attention of Internet users. “Shopping like a billionaire and US$4.00 clothes rarely go together,” wrote one Twitter user.
Getting a Super Bowl ad is definitely not cheap, indicating that Temu is willing to spend big bucks to win over US consumers.
Despite being a new player, Temu has become not only a noteworthy rival to Shein but also a formidable force in the US fast fashion scene. Temu has consistently topped the iOS App Store in the US and reportedly conducting testing in Canada as well.
See also: Shein’s rapid rise in Southeast Asia could topple ecommerce giants
Founded in 2022, Temu sells products in nearly 30 major categories and over 250 subcategories, including fashion and beauty items, electronics, and home goods. It was launched by US-based PDD Holdings, which also owns Chinese social commerce major Pinduoduo.
Temu applies a factory-to-customer strategy, cutting out middlemen. It aims to be a demand-driven ecommerce platform starting this year.
Editing by Thu Huong Le and Eileen C. Ang
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