Once upon a time, it was a rare miracle that a domestic e-commerce app surpassed Amazon in the App Store download list, until the “fission marketing master” Pinduoduo personally ended, not only confirmed this famous name in the American market, but also let Americans taste the wool fun of.
Since its official launch on September 23, Pinduoduo’s cross-border e-commerce platform Temu has seen a rapid increase in downloads, and even surpassed Shein and Amazon on Monday, US time, and briefly topped the shopping category of the Apple App Store, and the top five downloads overall. , second only to several dating software and must-have software in North America such as Google and TikTok. On Google Play, Temu also once dominated the list, and the limelight was no different.
In the Temu unboxing article before Pinwan Global, we also introduced that Temu did not copy the gameplay of Pinduoduo, but just the regular interface and commodities. Even after the launch stage, “familiar recipes, familiar flavors” only appear occasionally.
Beginning in October, Temu also began to appear familiar elements to Chinese consumers, but still maintained restraint. Source: Temu
Without the magic of “slashing a knife”, why can Pinduoduo make foreigners so “up”?
Because no one on earth can completely resist the temptation of “scraping wool”.
For U.S. users, the “slashing a knife” that goes around asking relatives and friends is too cumbersome, and the economic benefits are too low to effectively arouse their participation, and the method of “making money” directly is more popular. So Temu followed the local customs and started a referral bonus (referral bonus), attracting enough people to download and complete the registration.
Recently, it is not only the Whatsapp group officially established by Temu that there are more and more links to share and invite registration. On TikTok, someone even started the Temu registration bonus activity and taught you how to withdraw the $20 to PayPal.
TikToker with ID famouss.liyaa15 explains how to earn $20. Source: TikTok
Americans earnestly pick up their wool, and their fighting power is not too much. Under the Temu pull new tutorial video with the ID of famouss.liyaa, an old brother calmly left a message and said, “I have 200 knives on Temu in one day.” Based on the 20-dollar bonus for 5 people, he pulled 25 new users a day.
Of course, as the video owner, Temu’s bonus is obviously not to be missed. She even put the registration link in her profile, looking forward to attracting more new users and more bonuses.
In addition to the tutorials that teach people how to cut wool seriously, there are also many video masters who have filmed “Ghost Animals” pulling new dances. The number of viewers is puzzling. Maybe they are very happy because they found the opportunity to earn “easy money”. ?
The young man danced from Temu to wool and got more than 4,000 likes Source: TikTok
Leaving TikTok, on Reddit forums with more complex audiences, there are also posts seeking new Temu users, promising to reward everyone with $2.
This kind of spirit of making money together is also commendable. Source: Reddit
Under the blessing of “money ability”, Temu’s downloads in the Apple Mall quickly rushed into the top 5 in the last week, and this is less than a month before the full launch of the referral bonus activity.
In fact, the game of referral bonus is very common in the United States, and the effect is immediate. During the epidemic, in order to seize the share of the mobile payment market, Google Pay and the “North American Alipay” Cash App started a short-term referral bonus war. On social platforms, everyone frantically referred to each other and gave Google Pay and Cash App a $15 bonus. All in the bag, and greatly drove the downloads of the two software.
Before Temu, there was also a Chinese software that quickly reached the top of the app store by “spending money” in the US market. In May 2020, Kuaishou launched Zynn, a short video software that benchmarks against TikTok, in the United States. Users can get bonuses by inviting friends by downloading, logging in, and sharing. In less than a month after its launch, Zynn surpassed TikTok and became the double champion of the Apple App Store overall list and entertainment list.
Sadly, Zynn was unable to hold onto this successful start. In terms of creating a good creative atmosphere and attracting more professional content producers to settle in, it still lost to TikTok and ended up shutting down after a year of operation.
This is also a point that Temu needs to pay attention to. How to retain these expensive users is the key to long-term success.
Temu ignites the North American Chinese to buy, buy and buy. Source: WeChat
In addition to “spending money”, TikTok is also a marketing center for Temu. Recently, Temu imitated Shein and launched a try-on haul (out-of-the-box try-on dress-up) event with influencers on TikTok. This kind of fast cross-dressing type of video is very popular among young people, and the traffic is also considerable.
Source: TikTok
Try-on haul has become more popular after the outbreak of the new crown epidemic. Because malls are closed, people can only shop online, and try-on videos can more intuitively show the upper body effect of clothing, helping everyone “plant grass” or “pull grass” “.
For e-commerce brands such as Temu or Shein, the importance of try-on haul is even higher, because they do not have offline stores, and people completely need to refer to the information on the Internet to decide their own purchases. If you see your favorite internet celebrity try on or recommend a certain product, your desire to buy will increase.
#sheinhaul is quite mature on TikTok, with content creators from all over the world uploading content that has accumulated 6.9 billion views. The fledgling Temu is working hard to learn, and the cumulative number of views of #temuhaul is around 67,000.
Source: TikTok 
Source: TikTok
If Temu’s first wave of marketing was mainly focused on Xiaohongshu and some Chinese forums, targeting Chinese living in the United States, then TikTok helped it penetrate American consumers and reach more ethnic groups.
With the U.S. facing stubbornly high inflation, consumers’ pockets are tighter, which may also present growth opportunities for Temu, which offers bargains. U.S. consumers are becoming more price-sensitive, using coupons more, and buying cheaper alternatives, a trend that seems unlikely to abate in the near future, according to a Morning Consult survey released in August.
But high inflation also means higher costs for companies to run their businesses, casting a shadow over Temu’s frantic burning of cash for growth.
Whether it’s ridiculously low pricing, free shipping with almost no threshold, or 40% off, 30% off almost every day, and cash back for new purchases, Pinduoduo’s blood transfusion is indispensable in every link. If the subsidy is withdrawn, Can Temu, which no longer has a price advantage after blood transfusion, replicate the success of Pinduoduo in overseas markets?
At least now, even Duan Yongping, an investment guru, a marketing leader, and the “master” of Huang Zheng, the founder of Pinduoduo, said he couldn’t see it through.
On the stock forum Snowball, he said under the pseudonym “The Great Road is invisible and I am in shape”, he said, “It is unlikely that Temu will challenge Amazon, but it is possible to have a place in certain market segments. I still don’t understand this. The business model, I can’t imagine what it will be like in five or ten years.”
Source: Snowball
Looking at the history of Temu’s website, they made a revision almost every few days in the early days of the launch. The homepage of the website had been turned upside down at the time of publication. This kind of dynamism is astounding. After this crazy September, Pinduoduo can announce the completion of this blitz login battle and basically have a foothold in the US market. There is also news recently that Temu has planned to enter Africa. I wonder if this wool whirlwind can change the consumption habits of more users, allowing this famous Chinese e-commerce company to continue to complete their “basic operations” in other markets.
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Pinwan Sohu
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