Temu also affects domestic online retail

Temu launched an aggressive marketing campaign emphasizing cheap prices and teamwork in shopping. With its slogan of “Team Up, Price Down”, it encourages users to bring their friends and family together and shop together for even bigger discounts. Cheerful, entertaining advertisements and simple messages effectively target the younger generation, so Temu is rapidly increasing its downloads and user numbers.

The app is expanding not only in the United States, but also worldwide. Temu is already present in many countries including Canada, New Zealand, Australia, the Middle East, Japan and Southeast Asia. By the end of 2023, it was present in nearly half a hundred countries, and the number of active users exceeded ten million per month. The company has also successfully launched its services in Europe, such as Germany, France, Italy, the Netherlands, Spain, and the United Kingdom.

The growth of Temu is based on many factors. An aggressive marketing campaign, youth-oriented and entertaining advertisements, and cheap prices all contributed to Temu’s success. In addition, the company has a Chinese background and creates an opportunity for Chinese companies to appear on the global market through the huge internal market and economic capacities. Temu is able to contact consumers directly and avoid traditional commercial channels – writes György Bőgel, associate professor at the Central European University, in the G7 opinion column.