Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 12 pages
Data source: Published sources
Topics:
Chinese shopping apps; Temu; e-Commerce; Online retailing; Consumer behaviour; B2C and B2B e-Commerce; Strategic marketing; Strategic business development; Market penetration; Ansoff model; Porter's Five Forces model; BCG matrix; Brand launch strategies; Product strategies; Pricing strategies
Abstract
The shopping app Temu, known as the online megastore for extraordinary discounts was launched in September 2022 in the USA. Temu sold everything from cosmetic products to clothing and gadgets, and even industrial instruments. Temu had risen in popularity since its inception. Temu expanded to 38 markets internationally in 2023. Temu was the most downloaded e-Commerce app globally in October 2023 worldwide leaving behind Amazon. Temu's parent company was the Chinese tech giant PDD Holdings (PDD) which owned Pinduoduo, a popular shopping app in China. With Temu, PDD was attempting to boost its international presence. Temu's approach of gamification features and personalised purchase recommendations with its ultra-low costs had captured the imagination of millions of consumers in a short span of time. Temu was emerging as a formidable competitor to the e-Commerce behemoth Amazon. Could Temu compete with Amazon in the long run? Would the remarkable run of Temu continue or would it be ephemeral? Could Temu pose a threat to Amazon?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2023.Geographical setting
Region:
World/global
Country:
United States
Featured company
Temu
Employees:
5001-10000
Type:
Privately held
Industry:
e-Commerce
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 5 pages
Data source: Published sources
About
Abstract
The shopping app Temu, known as the online megastore for extraordinary discounts was launched in September 2022 in the USA. Temu sold everything from cosmetic products to clothing and gadgets, and even industrial instruments. Temu had risen in popularity since its inception. Temu expanded to 38 markets internationally in 2023. Temu was the most downloaded e-Commerce app globally in October 2023 worldwide leaving behind Amazon. Temu's parent company was the Chinese tech giant PDD Holdings (PDD) which owned Pinduoduo, a popular shopping app in China. With Temu, PDD was attempting to boost its international presence. Temu's approach of gamification features and personalised purchase recommendations with its ultra-low costs had captured the imagination of millions of consumers in a short span of time. Temu was emerging as a formidable competitor to the e-Commerce behemoth Amazon. Could Temu compete with Amazon in the long run? Would the remarkable run of Temu continue or would it be ephemeral? Could Temu pose a threat to Amazon?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2023.Geographical setting
Region:
World/global
Country:
United States
Featured company
Temu
Employees:
5001-10000
Type:
Privately held
Industry:
e-Commerce
Related
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 5 pages
Data source: Published sources