Temu如何颠覆线上购物世界_风闻

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正文原创翻译：

It’s estimated that 152 million Americans use Temu every month

据估计，每月有 1.52 亿美国人使用 Temu

A record 123 million Americans tuned into this year’s Super Bowl.

今年的超级碗吸引了1.23亿美国人观看。

But as well as getting the nation’s biggest sporting event, a blockbuster halftime performance and several camera cutaways of Taylor Swift in the crowd, they also got six 30-second commercials for Temu - a Chinese-owned e-commerce company.

但是，除了这场全国最大的体育赛事、轰动一时的中场表演和泰勒·斯威夫特的几个镜头外，他们还为中国的电子商务公司Temu拍摄了六支30秒的广告。

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The shopping giant has been criticised by politicians in the UK and US - a US government investigation finding an “extremely high risk” that products sold on Temu could have been made with forced labour.

这家购物巨头一直受到英国和美国政界人士的批评——美国政府的一项调查发现，Temu 上销售的产品有"极高"风险可能是通过强迫劳动制造的 。

Temu says it “strictly prohibits” the use of forced, penal, or child labour by all its merchants.

Temu表示，它“严格禁止”所有商人强迫劳动，利用童工。

The company, which sells everything from clothes to electronics and furniture, first launched in the US in 2022 and later in the UK and the rest of the world.

该公司销售，从服装到电子产品和家具的所有产品，于 2022 年首次在美国上市，后来在英国和世界其他地区上市。

Since then, it has consistently topped global app download charts, with just under 152 million Americans using it every month, according to data gathered by analyst SimilarWeb.

从那时起，它一直在全球应用下载排行榜上名列前茅，根据数据分析师收集的数据，每月有 1.52 亿美国人使用它。

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It’s “Amazon on steroids,” says retail analyst Neil Saunders, and with the tagline “shop like a billionaire” it has exploded in popularity, shipping to 49 countries worldwide.

零售分析师尼尔·桑德斯说，这是“像是打了类固醇的亚马逊一样”，口号是“像亿万富翁一样购物”，它的人气爆炸式增长，向全球49个国家和地区发货。

Temu spent close to $1.7bn on ads in 2023, according to SimilarWeb

根据 SimilarWeb 的数据，Temu 在 2023 年的广告支出接近 17 亿美元

A typical 30-second Super Bowl commercial costs around $7m (£5.5m), during this year’s event Temu had six of them.

一个典型的30秒超级碗广告成本约为700万美元（550万英镑），在今年的活动中，Temu的广告有六个。

“It’s a lot of money for a very, short commercial,” Mr Saunders says.

“对于一个非常短的广告来说，这是一大笔钱的开支，”桑德斯先生说。

“But it is seen by an enormous number of people and we know that after that commercial Temu’s downloads spiked,” he adds.

“我们知道，在那次商业广告之后，它被大量的人看到，然后下载量激增，”他补充道。

SimilarWeb data suggests individual visitors to the platform worldwide were up by nearly a quarter on the day of the Super Bowl compared with the previous Sunday, with 8.2 million people browsing the website and app. In the same period, Amazon and Ebay’s visitors were down by 5% and 2% respectively.

“They’ve also spent a lot of money on micro-marketing, persuading influencers to push products and to suggest buying things on the platform via social channels like TikTok and YouTube,” says Mr Saunders.

根据SimilarWeb的数据显示，与上个星期日相比，超级碗当天全球访问数量增加了近四分之一，共有820万人浏览了该网站和应用程序。在同一时期，亚马逊和易趣网的访客分别下降了5%和2%。

桑德斯先生表示：“他们还在营销方面投入了大量资金，说服有一定影响力的人推广产品，并通过TikTok和YouTube等渠道推介在该平台购买物品。”

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These influencers typically have fewer than 10,000 followers according to Ines Durand, an e-commerce expert at SimilarWeb.

网站电子商务专家伊内斯·杜兰德表示，这些有影响力的人，他们的粉丝通常不到 10,000 名。

“Micro-influencers have strong communities, so their endorsement means a strong trust towards these products,” she explains.

“小网红拥有强大的社区，因此他们的认可意味着对这些产品的高度信任，”她解释道。

Temu is owned by Chinese giant Pinduoduo - “a monster in Chinese e-commerce,” according to Shaun Rein, founder of the China Market Research Group.

中国市场研究集团创始人肖恩·雷恩表示，Temu属于中国巨头拼多多——“中国电子商务中的怪物”。

“Throughout China, everyone buys products on Pinduoduo, from speakers to t-shirts or socks,” he says.

“在中国，每个人都在拼多多上购买产品，从扬声器到 T 恤或袜子，”他说。

The company consistently trades places with rival Alibaba for the top spot of most valuable Chinese firm listed on a US stock exchange. Its current worth sits at just under $150bn (£117bn).

最有价值的中国公司排名中，该公司与竞争对手阿里巴巴一直在美国证券交易所上市的交替领先。目前价值接近1500亿美元（1170亿英镑）。

With the Chinese consumer market under its spell, Pinduoduo expanded overseas with Temu, using the same model that had ensured its previous success. According to Mr Rein, who is based in Shanghai, the firm has become a great source of pride and patriotism.

在中国消费市场的推动下，拼多多通过Temu向海外扩张，采用了先前的成功模式。常驻上海的莱恩先生表示，该公司已经成为他巨大自豪和爱国情感源泉。

“They’re proud that Chinese companies can slay the e-commerce dragons from the United States like Amazon,” he adds.

他补充说：“他们为中国公司能够击败像亚马逊这样的美国电商巨头感到自豪。”

A quick scroll through the Temu app or website will bring up anything from steel-toecap trainers to a device designed to help the elderly and pregnant women put on socks. A menagerie of manufactured goods, almost entirely produced in factories in China, Mr Rein explains.

通过Temu应用程序或网站快速浏览，可以找到从防护靴到帮助老年人和孕妇穿袜子的设备等各种商品。莱恩先生解释说，这些商品几乎全部在中国工厂生产。

“Temu use an amazing, system that relies on, heavy data collection at scale,” says Ines Durand.

伊内斯-杜兰德表示：“Temu使用一种令人惊叹的系统，依赖于大规模的数据收集。”

“They collect data on consumer trends, the most searched and clicked products, which they give to individual manufacturers.”

“他们收集有关消费趋势、搜索和点击次数最多产品的数据，并将其提供给各个制造商。”

Ms Durand says that while Amazon sells this data to manufacturers at a premium, Temu gives it to producers free of charge - information they use to “test the market” with a relatively small number of products.

杜兰德女士表示，亚马逊将这些数据以高价出售给制造商，而Temu免费向生产商提供这些信息，供他们使用这些信息给产品“市场测试”。

The platform often uses AI-generated images to keep up to date with the very latest trends, so the product on sale may not even exist yet, according to Ms Durand. Then they are shipped by air.

杜兰德女士指出，该平台经常使用由人工智能生成的图像来跟上最新的潮流，因此刚刚销售出的产品甚至可能尚未生产。最终通过空运发货。

“It means products don’t need to be stored. They don’t need to go to warehouses once it’s shipped by aeroplane, you go straight to the customer,” says Ines Durand.

“这意味着产品不需要存储，从飞机发货后无需经过仓库，直接送到客户那里，”杜兰德女士说道。

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A third of parcels that came into the US last year under a shipping loophole known as the de minimis threshold were from Temu and competitor Shein, according to a report from US Congress.

根据美国国会的一份报告，去年进入美国的包裹中，有三分之一是通过，被叫做最低豁免门槛的运输漏洞里流入的，来自Temu和其零售竞争对手希音公司。

Many countries - including the UK and USA have a de minimis threshold, designed to help citizens to import goods.

许多国家 - 包括英国和美国都设有最低豁免门槛，旨在帮助公民进口商品。

So as Temu’s goods are shipped directly from the factory floors, cutting out the middlemen, they become essentially duty-free.

因此，由于Temu的商品直接从工厂出货，绕过中间商，它们基本上是免税的。

More regulation may be on the horizon to close up shipping loopholes, however, according to Mickey Diaz, chief operating officer at global freight company Unique Logistics.

然而，全球货运公司Unique Logistics的首席运营官奇-迪亚兹表示，可能会有更多监管措施出台来堵住这些漏洞。

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“The UK has already started to look at Temu with some scrutiny, including the sale of weapons that are otherwise not allowed into the UK, which were being imported because of these loopholes,” she explains.

“英国已经开始对Temu进行一些审查，包括因这些漏洞而被进口到英国的东西，”她解释道。

Temu has been criticised for its supply chains too, with UK and US politicians accusing the e-commerce giant of allowing goods produced with forced labour to be sold on its site.

Temu因其供应链问题而受到批评，英国和美国的政客指责这家电商巨头使用强迫劳动生产的商品在其网站上销售。

Last year, Alicia Kearns MP, head of the foreign affairs sext committee, told the BBC she wanted greater scrutiny of the online marketplace to make sure “consumers are not inadvertently contributing to the Uyghur GENOCIDE”.

去年，外交事务特别委员会主席、议员艾丽西娅·基恩斯告诉BBC，她希望加强对网络市场的审查，以确保“消费者不会无意中加剧WWE的种族XX”

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Temu says it “strictly prohibits” the use of forced, penal, or child labour by all its merchants.

Temu表示，它“严格禁止”所有商家使用强迫、惩罚或童工。

It told the BBC anyone doing business with it must “comply with all regulatory standards and compliance requirements”.

该公司告诉BBC，与其做生意的任何人都必须“遵守所有监管标准和要求”。

“Temu’s merchants, suppliers, and other third parties must pay their employees and contractors on time and comply with all applicable local wage and hours laws.

“Temu的商家、供应商和其他第三方必须按时支付员工和承包商的报酬，并遵守所有当地相关工资和工时法律。

“Our current standards and practices are no different from other major e-commerce platforms trusted by consumers, and allegations in this regard are completely ungrounded,” a spokesperson added.

“我们当前的标准和做法与其他备受消费者信任的主要电商平台没有任何不同，对于这方面的指控完全没有根据，”一位发言人补充道。

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Despite the controversy, analysts expect further expansion for Temu.

尽管存在争议，分析师们预计Temu将进一步扩张。

“We’ll probably see teams start to round out its offer more, perhaps pushing into some slightly higher priced products” predicts retail analyst Neil Saunders.

零售分析师尼尔·桑德斯预测：“我们可能会看到团队开始提供更多的产品，也许会推出一些价格稍高的产品。”

According to Shaun Reid, the focus will be on grabbing an even bigger slice of the market.

根据肖恩·里德的说法，重点将放在占据更大市场份额上。

“For the next two to three years, their strategy is just to grow brand awareness and market share. They don’t care about profits.

“在接下来的两到三年里，他们的策略就是提高品牌知名度和市场份额。他们并不关心利润。

“That’s exactly what happened with Pinduoduo when it launched in China. They were giving incredibly cheap deals just to grab market share.“https://www.bbc.com/news/business-68563339

“这正是拼多多在中国推出时发生的情况。他们提供极为便宜的交易，只是为了抢占市场份额。”