Temu: the Chinese shopping app aiming for Amazon

Temu’s colorful advertisements, which are punctuated by the catchy catchphrase” shopping like a billionaire ,” are probably familiar to anyone who spends little time online.

Temu specializes in offering a wide range of common things, such as clothes, games, and household products, for incredibly low prices. PDD Holdings, a Shanghai-based business, introduced the online platform late last yr( originally in the United States ) to serve customers from abroad.

Temu’s approach has increased dramatically since next. In September of last year, there were US$ 3 million sold, compared to$ 400 million in April. Temu was the most widely used free phone app in the US, the UK, Australia, and Germany at the time this article was published.

Why has Temu achieved like great victory? It’s safe to say that the program employs successful tactics to entice users to return. Beyond that, however, using it isn’t completely danger- or guilt-free, similar to other e-commerce platforms. If you’re thinking about giving it a chance, here are some things to think about.

Temu’s victory strategies

1. Price

Many Australians might associate” made in China” with low cost and subpar products. Temu’s customers, however, are starting to see it as providing reasonably priced goods that don’t always sacrifice quality. In some circumstances, 10 to 20 products will only cost you$ 20 to$ 30.

Temu asserts that by eliminating middlemen in the offer ring, it is able to provide these costs. Temu handles everything else, from traditions running to foreign delivery, while the companies provide the product information and the items themselves. This streamlining lowers product costs.

However, getting quite benefit comes at a cost. There are growing worries that Temu and its distributors might be losing money. But, big advertising investments, such as offers of competitive prices and advertising campaigns, which are all done to increase brand awareness and gain acceptance, frequently result in negative cash flow for startups in their early years.

This is particularly true in the fast-paced e-commerce industry, where success and failure occur quickly. Temu and its suppliers, the majority of whom are from the e-commerce system Pinduoduo, are probably mindful of this dynamic.

2. a successful marketing plan

Temu caters to customers’ personal needs in contrast to additional e-commerce systems that focus on practical benefits like saving money. It adds the notion of” shopping like a billionaire” to the buying experience, which also fits with its value-based plan.

Temu entered the market as consumers were struggling to find” value” due to the high cost of living. Temu planned a$ 2 billion budget for the year and invested about$ 200 million in advertising in the first month after its US launch.

Temu is now looking for social media influencers, suggesting that it might use its Foreign knowledge to investigate a social – commerce strategy given China’s dominance in live-stream influenceer marketing. Social trading uses the influencers’ feeling of” friendship” to make the online shopping experience more interesting and product recommendations more credible. Additionally, it performs particularly well with selling offers.

strategies for selling campaign

Temu uses what is probably the broadest range of these techniques, even though it uses common sales tactics found on different e-commerce platforms. Here are a few illustrations:

    Gamified encounters Concern and praise are the two fundamental components of experiential advertising. The significant reduction provided is a significant reward, but using Temu’s spinning wheel is only marginally difficult. Such” games” give customers the impression that they are lucky, which makes them feel good. The reward also encourages them to take their browsing more seriously, increasing the likelihood of spending.
Temu’s spinning wheel advertising gives customers a” gamified” shopping experience that makes them feel happy. Wang, Shasha
    Limited-time offers and thunder offers. One frequently employed development strategy involves giving the impression of scarcity through ostensibly” special” offers that are time-sensitive and won’t be repeated. Customers may become concerned about missing out as a result of this.
Customers are more likely to give up if they are afraid of missing out on promotions that are timed to create an air of urgency. Wang, Shasha
    Offering straightforward cost reductions and extremely economical sales is a tried-and-true way to win over devoted customers. Temu also has the beauty of providing free delivery on purchases with a very low minimum purchase price.

  • system for loyalty. In exchange for receiving more commercial material, including email-only promotions, customers can settle in to Temu’s advertising emails. E-commerce businesses frequently have access to your private data, including your name, address, age, and telephone number, as well as behavioral details like your search history and website activity. The business can target you with targeted promotions and information to encourage saving using this information to create your user account.
  • marketing for search engines. When they search for a product on Google, many users will see Temu ads at the top of their search results( in the form of” sponsored” posts).
  • an AI-powered marketing tactic. Pinduoduo, Temu’s girl business that is based in China, is well known for its AI-driven advice system. Temu most assuredly employs comparable AI algorithms to generate individualized recommendations based on user browsing and purchase history( a practice that Amazon also engages in ).

preventing handling

Temu’s price proposition is where customers stand to gain the most. Although it may also include lower-quality products, this is typical of all e-commerce programs.

Temu’s business model is also based on emphasizing top-selling materials, which helps filter out low-quality items. Additionally, its 90-day completely return plan serves as a buffer for unfulfilled purchases.

Temu’s value-oriented strategy, however, might not be a good one for customers on all sides. Users may become more susceptible to overconsumption if exposed to such a variety of marketing strategies, which results in economic waste and post-purchase regret.

Before using an e-commerce software like Temu, it’s worth taking into account your exact requirements. Additionally, you should become familiar with the selling campaign strategies being employed. According to research, knowing these strategies and the intentions of advertisers can actually help young children be skeptical and develop a mental defense against them.

Additionally, consumers should moderate their enthusiasm for rewards in light of Temu’s gamified marketing strategy. Moving forward, it might be a good idea for governments and schools to launch social advertising campaigns or educational programs that teach advertising techniques and offer suggestions for coping mechanisms.

Temu didn’t answer The Conversation’s question about post.

Shasha Wang, Senior Lecturer at Queensland University of Technology and Xiaoling Guo, is a selling PhD candidate at the Business School at The University Western Australia.

The Australian Government Research Training Program ( RTP ) Scholarship provides funding for Xiaoling Guo. Any business or organization that may profit from this article does not employ Shasha Wang, read with them, own their shares, or provide funding for them. She has also not disclosed any additional affiliations beyond their scientific appointment.

Under a Creative Commons license, this article is republished from The Conversation. read the article in its entirety.

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Developing world needs an alternative to Chinese tech

In April 2022, the United States launched its “Declaration for the Future of the Internet.” It asserts that human rights and democratic values must remain central to future technological development, innovation and investment.

Along with Japan, South Korea and 58 other signatories, the United States argued that universal values should be embedded and enhanced at every stage of technological design, implementation, and diffusion.

It’s time for the United States and its allies to match words with actions and ensure that developing countries have access to the resources they need to make that future a global reality.

The year following the declaration’s release saw numerous instances where Washington and its allies took steps laying the groundwork for an international digital ecosystem that better reflects liberal ideals, such as the establishment of a multilateral code of conduct surrounding export controls on tech with the potential to harm human rights.

As two of the United States’ closest allies, Japan and South Korea are particularly well-placed to lead the charge, both within and outside of their shared region, given their respective global reputations as democratic tech leaders.

Both countries rank highly as competitive hubs of scientific and technological innovation via the Bloomberg Innovation Index and the United Nations’ WIPO Global Innovation Index.

Moreover, in a joint statement announcing South Korea’s plan to host the third Summit for Democracy, the United States and Korea promoted “ensuring new and emerging technologies work for, and not against, democratic societies” as a priority.

Yet, despite this capacity and commitment to bring more countries into a global and free internet architecture, much work remains to meet the vast needs of the developing world.

Global GDP growth has reached pre-pandemic levels, but a combination of rising inflation, dollar-induced depreciation, and loss of trade demand has given way to cost-of-living crises that exacerbate preexisting inequalities worldwide.

While all countries lost out on growth that never materialized, emerging economies are expected to lose more within the same 2020-2024 period: from an estimated cumulative output loss of 30.4 to 33.8%, compared to advanced economies’ loss of 15.6% to 18.3%.

This, in turn, reflects the uneven spread of quality technological development. According to the World Economic Forum, over one-third of the global population remains detached from the digital economy despite 95% being “in range of some form of connectivity.”

More worrying is that many of these developing nations lacking in tech infrastructure are often already debt distressed. An estimated US$2.5 trillion in financing is needed through 2026 for these countries to continue servicing pre-existing debt, not to mention any new debt from the pandemic-induced growth rut.

Comprehensive technological development—if spearheaded now by the United States and its strongest tech-enabled allies like Japan and South Korea—can play an immensely impactful and equalizing role for these nations. By 2025, the evolution of the digital economy is due to reap an expected value of $100 trillion.

China stands as one of the few major powers attempting to meet the technological and infrastructural demands of the developing world at scale, such as via its Belt and Road Initiative (BRI).

China’s Tianjin port is powered by a range of new technologies like cloud, AI, 5G, big data, and autonomous driving that it hopes to export worldwide. Image: Huawei Cloud Website

This effort has not been without its controversies, however, with critics alleging that it seeks to reshape the world in an increasingly illiberal image most benefitting China’s interests by diluting and, ultimately, dismantling the long-standing multilateral development-finance institutions, norms, and standards predicated on the preservation of human rights and liberal values.

Recent international convenings, such as the 2023 Munich Security Conference and the subsequent G7 Hiroshima Leaders’ Summit, affirmed growing consensus views that China’s efforts to equip the developing world with tech is something that must be countered. The 2023 Munich Security Conference Report, for example, purports that “China is spearheading a group of autocratic states intent on promoting their techno-authoritarian vision.”

Wealthy democracies must step up and offer a feasible tech alternative to developing countries. Regardless of Beijing’s underlying motivations, its indigenously developed technologies tend to come embedded with certain behaviors, standards, and norms that clash with values central to modern liberal democracy.

Constant government surveillance is a feature with authoritarian applications—enabled by pre-made virtual “backdoors” (such as the secretly installed one allegedly used by Beijing to spy on the African Union’s headquarters after its construction) and the expansive mandate of China’s 2017 National Cybersecurity Law (which allows the government unfettered access to data held by any Chinese entity).

Constrained personal privacy and limited freedom of speech are other standards that could be detrimental to human rights if exported to newly digitized developing countries.

The reality, however, reveals China as the only country willing to get involved as a creditor and investor at the scale that is needed globally. There are countless examples of digital connectivity projects across the globe—involving smart cities, fiber-optic cables, 5G, and other ICT infrastructure—where Beijing has taken the lead via its enterprising tech companies.

Aiding these companies, like Huawei, ZTE, Hikvision and Xiaomi, was their significant first-mover advantage from being long-established players in emerging markets that traditional investors wrote off as unprofitable.

The United States should thus work with its tech-proficient partners to provide a concrete, credible, and compelling alternative. As countries with national champions that are highly competitive in the tech field, the United States, Japan, and South Korea are uniquely well-placed to enter the market to advance developing countries’ tech sectors while also encouraging norms more in line with democratic values.

Google, Samsung and Sony, for example, are all massive players in the sector capable of providing high-quality tech consumer goods as well as fundamental infrastructure critical for digital transformation.

An area of significant partnership potential for the trilateral grouping lies in focused, joint investment in local tech companies across Asia that show a significant commitment to democratic norms, processes, or values.

The US-led Tech4Democracy initiative, which involves a series of challenges for local startups across the globe to compete for funding and recognition, presents a ready framework that South Korea and Japan could tailor specifically for the Asian region.

An Asia-centric version of the initiative would galvanize grass-roots investment in the types of values-centric technology that the original Declaration for the Future of the Internet calls for.

Successful Tech4Democracy Asia participants would go on to benefit from the wealth of technological knowledge and expertise enjoyed by Seoul and Tokyo, eventually creating future technologies capable of competing with Chinese options lacking in democratic safeguards.

Overall, investing nations should ensure that the eventual “democratic option” presented is an equally affordable alternative to Chinese tech; this conversation should be a continuing one that empowers emerging economies as agents of their own development, and not as passive vehicles within the wider great power competition.

The private sector of each investor nation, then, will need to be incentivized and mobilized to engage within these markets in new and meaningful ways; something that undoubtedly will be more difficult for democratically governed states than authoritarian ones, but well-worth the normative impact in the end.

In this regard, the United States would benefit significantly from leaning on the experience of South Korea and Japan, both of which have long histories of public-private partnerships with their domestic tech sectors.

Declaring the norms of a digital future is meaningless if not paired with complementary action—and developing country leaders have evidently become disillusioned with the rhetoric-first approach.

Joe Biden’s sees China’s technological rise as a national security threat. Image: Twitter / Screengrab

Until wealthy democracies are willing to front the costs of enriching emerging markets with technologies currently largely segregated to high-income markets, there is simply no reason for developing nations to deny the only other option out there.

As host for the next Summit for Democracy, South Korea faces a huge potential opportunity to drive the crafting of an alternative to Chinese tech in a dynamic region eager for investment and competition.

Fostering the next generation of democratically minded tech stands as one promising avenue, but such an initiative will undoubtedly take significant time, money, and effort. For now, leaders across the developing world—regardless of regime—know that to get cheap, ready tech to improve the lives of their citizenry, China is the way to go.

Tabatha T Anderson ([email protected]) is a master’s student in international cyber policy at Stanford University and a geopolitical analyst at a cybersecurity firm. Views expressed in this piece are hers alone.

This article was first published by Pacific Forum. Asia Times is republishing it with permission.

The article was developed as a part of the United States-Japan-Republic of Korea Trilateral Next-Generation Leaders Dialogue to encourage creative thinking about how this partnership can be fostered. For the previous entries, please click herehere, and here.

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Hong Kong and China interest in AI and regtech ‘palpable’ despite soft fintech funding: report | FinanceAsia

Fintech companies in Asia Pacific received $5.1 billion of funding in the first half of 2023, a further drop from $6.7 billion during the same period last year, a recent KPMG report has revealed.

The figure points to a “very soft” fintech funding landscape in the region, in contrast with $36.1 billion of funding in the Americas, and $11.2 billion in Europe, Middle East and Africa (EMEA), the study showed.

In terms of number of fintech funding deals, 432 were completed in the Apac region, compared with 1,011 in the Americas, and 702 in EMEA.

“The global fintech market has seen challenges, with a decline in both funding and deals,” Barnaby Robson, deal advisory partner at KPMG China told FinanceAsia.

“Public companies have changed materially, with entire industries trading at fractions of previous valuations. But founder expectations have not moved as fast, meaning private valuations are adjusting slowly as companies seek new funding,” he explained.

The report, Pulse of Fintech H1’23, aggregated data from global venture capital (VC), private equity (PE) and mergers and acquisitions (M&A) deals in 2023’s first half, and looked into various segments including payments, insurtech, regtech, cyber security, wealthtech and blockchain.

The largest fintech deal H1 2023 in the region was $1.5 billion raised by Chongqing Ant Consumer Finance, the consumer finance unit of China’s Ant Group, which faced Beijing’s pressure to restructure in compliance with regulatory limits.

“Fintech funding in China is very dry” outside of Chongqing Ant Consumer Finance’s deal, the report noted. Businesses and investors in China tend to prioritise post-pandemic recovery, waiting for outcomes from prior investments, it explained.

Other significant deals in Asia include $304 million raised by India-based Vistaar Finance, and $270 million raised by Kredivo Holdings in Singapore.

Rebound potential

Despite slowing deal activity and slashed valuation, the intrinsic value and potential of the fintech sector in Hong Kong, mainland China, and Asia in general, remained robust, Robson told FA.

Fintech firms in the area are increasingly looking at leveraging artificial intelligence-generated content (AIGC), the report identified.

“In mainland China, the focus on AI in insurtech, creditech and wealthtech is evident. Hong Kong, with its global connectivity, needs to navigate the growing challenges of dealing two different AI regimes and mainland China data onshoring rules. The diverse financial landscape and low productivity in emerging Asia, offers a fertile ground for AI-driven fintech innovations,” Robson detailed.

“AI’s potential to revolutionise fintech segments is undeniable.”

Despite the US and Europe being leaders in regtech, or regulatory technology, interest from Hong Kong and China is palpable, according to Robson.

“With the People’s Bank of China’s (PBOC) recent announcements and Hong Kong’s agile regulatory framework, it’s clear that the region is gearing up for a more transparent and efficient financial ecosystem,” he said.

China’s central bank released a set of draft administrative measures on data security management last month for public consultation, signalling the watchdog’s enhanced emphasis on data processing securities amid geopolitical tensions.

Many financial institutions are embracing regtech to improve the efficiency and effectiveness of addressing compliance and regulatory requirements, Robson noted.

In his view, the confluence of AI advancements, regulatory shifts, and a growing middle class could very likely help catalyse fintech funding in Hong Kong, mainland China as well as the broader Asia region.

But that would be possible only after “a more complete reset in multiples to get to where valuations reflect fundamentals, and market clearing prices exist”.

He pointed to late 2024 or 2025 as a likely timing for such a rebound, citing fintech being properly valued on a realistic discounted cash flow (DCF) or free cash flow (FCF) basis as a contributing element.

“It’s a matter of when, not if,”

¬ Haymarket Media Limited. All rights reserved.

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