拼多多Temu冲上美国应用下载量榜第1
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/MZhCz4KK4v7RjSz49mArUoo74lFUqQAbXIzfQ0JcoRKkTLdLHbXLrbdQErpGZbCz0YxY8wdiccCaKVjPoAbQUJg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/MZhCz4KK4v72yvIpUOAqPrGpD3UIR5WjHMlJ92eCOBR6omvURevib5D5MAkzpQLRFuwxw1NaDM3zV6synVdiaBug/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Temu已在美国电商市场站稳脚跟</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/MZhCz4KK4v72yvIpUOAqPrGpD3UIR5WjUknEOUVo6OpZO7mdHVoOLrv3KucDgGcIozVMqmE6gKUywH5x1zV4oQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">出品 | 跨境前沿 作者 | 海哥</span><img src="https://mmbiz.qpic.cn/mmbiz_png/MZhCz4KK4v7lwpGibFUl5kVF0dia4vBiaibcZuRtJlkl2csiasLAcvrx2saGhd04riaolxdJaeJiaIrPfgvpgHia2UEQPg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">登顶下载量榜</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过一年多的耕耘，如今Temu可谓是彻底将美国市场收入了囊中。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近期</span>，苹果<span style="color: black;">颁布</span>了2023年其美国App Store的应用下载量排行榜。在免费应用程序下载量榜单中，<strong style="color: blue;">拼多多旗下跨境电商平台Temu超越了TikTok、Instagram、Google、YouTube等一系列大热App，强势登顶<span style="color: black;">第1</span></strong>。</span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/MZhCz4KK4v7RjSz49mArUoo74lFUqQAbhDiapfoeMWENfuVCWKd6ddYvmrSRobNWSonx0R2obMMBAsaZtexHmNg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">苹果2023年</span><span style="color: black;">美国App Store应用下载量排行榜 图源：Apple</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这并不是一个出人意料的结果。去年刚进入美国市场时，Temu就以极致的低价给当地消费者造<span style="color: black;">成为了</span>一波冲击；今年年初，Temu登上美国超级碗，打出“像亿万富翁<span style="color: black;">同样</span>购物”的<span style="color: black;">宣传</span>语，知名度大大<span style="color: black;">加强</span>，并<span style="color: black;">快速</span>登上美国应用程序下载量排行榜榜首，订单量与<span style="color: black;">营销</span>额双双<span style="color: black;">大涨</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再之后，登顶美国应用程序下载量榜，对Temu<span style="color: black;">来讲</span>就<span style="color: black;">成为了</span>家常便饭。data.ai的统计数据<span style="color: black;">表示</span>，<strong style="color: blue;">在今年1月到9月的前三个季度，Temu是美国总下载量最高的应用程序，将老牌电商霸主亚马逊甩在了身后</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不仅</span>是美国，Temu在其他市场上<span style="color: black;">亦</span>崭露了头角，<strong style="color: blue;">屡屡登顶西班牙、澳大利亚、墨西哥、韩国、法国等多个国家的应用程序下载量榜</strong>，可谓风头正盛。</span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/MZhCz4KK4v7RjSz49mArUoo74lFUqQAbCFiafwbVTUUYRNe3Gvo18DOHY63Afw49N3ZL3Y5mbLcrMKvd5ibo2DUA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">Temu登顶法国应用程序下载量排行榜 图源：</span><span style="color: black;">data.ai</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/MZhCz4KK4v7lwpGibFUl5kVF0dia4vBiaibc03jM6RyO2sCbl1Gibf1TWhibuRia8r61uM0XWtlYMCbLtrh9nEMficPWpw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><strong style="color: blue;"><span style="color: black;">低价杀手锏</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">很显然，Temu的成功，绕不开“低价”这两个字。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近两年来，受到经济下行的影响，欧美多国消费者纷纷缩减购物支出。延续母<span style="color: black;">机构</span>拼多多一贯的低价策略的Temu，值此<span style="color: black;">机会</span>亮相于众人眼前，就恰好迎合了欧美消费者变化着的<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不到1美元的袜子、唇膏，不到10美元的衬衫、项链、鞋子，10美元出头的蓝牙耳机、智能手表……极致的低价冲击了欧美消费者的世界观。再加上Temu动辄<strong style="color: blue;">大搞优惠促销活动、推出类似于国内的“好友砍一刀”玩法、<span style="color: black;">供给</span>免费退货<span style="color: black;">乃至</span>是“退款不退货”服务</strong>，价格<span style="color: black;">敏锐</span>型人群和<span style="color: black;">青年</span>消费者<span style="color: black;">快速</span>被Temu俘获。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而依靠着母<span style="color: black;">机构</span>拼多多的<span style="color: black;">浑厚</span>财力支持，<strong style="color: blue;">Temu<span style="color: black;">亦</span>有底气大搞病毒式营销</strong>，不仅在Facebook、Instagram等欧美主流社媒平台上疯狂投放<span style="color: black;">宣传</span>，还计划明年再度砸重金登上超级碗打<span style="color: black;">宣传</span>，<strong style="color: blue;">将自己的低价之风吹到<span style="color: black;">更加多</span>消费群体中</strong>。</span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/MZhCz4KK4v7RjSz49mArUoo74lFUqQAb996o1ibkFCYAFawdUpChibkK4Nosmu33ianicMlgVnLJuo4yErMf1a8iapw/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">Temu计划重返超级碗 图源：</span><span style="color: black;">华尔街日报</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实上，在Temu低价策略大行其道的<span style="color: black;">同期</span>，其他不少零售商都捏了把汗。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首当其冲的<span style="color: black;">便是</span>如Dollar General、Dollar Tree<span style="color: black;">这般</span>的美国一元店。<span style="color: black;">一样</span>发力下沉市场，<strong style="color: blue;">Temu比一元店玩法<span style="color: black;">更加多</span>、价格更便宜、<span style="color: black;">乃至</span>还有免费退货服务，传统的一元店实在卷不过，<span style="color: black;">逐步</span>被美国消费者放弃</strong>，市场份额大幅下降，利润<span style="color: black;">持续</span>被压缩。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就连亚马逊这种老牌电商霸主，<span style="color: black;">亦</span>被Temu的低价打法搞得坐立不安。早在几个月前，就有<span style="color: black;">信息</span><span style="color: black;">叫作</span>亚马逊内部高层正在讨论应对Temu竞争的办法。<span style="color: black;">近期</span>，<strong style="color: blue;">亚马逊宣布下调售价<span style="color: black;">小于</span>15美元的服装卖家的<span style="color: black;">营销</span>佣金，以吸引<span style="color: black;">更加多</span>低价服装商家入驻，降低平台<span style="color: black;">关联</span>商品的价格</strong>。</span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/MZhCz4KK4v7RjSz49mArUoo74lFUqQAbqo0TnxgWwXBt7jsHAAzGS8NibGSzYTohyF5wtbpmL3DDUZEUUPWbCfg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">亚马逊下调低价服装卖家的<span style="color: black;">营销</span>佣金 图源：</span><span style="color: black;">亚马逊<span style="color: black;">全世界</span>开店</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span>，亚马还推出无品牌商品新政策，让白牌商品<span style="color: black;">亦</span>能受到平台<span style="color: black;">供给</span>的<span style="color: black;">关联</span><span style="color: black;">守护</span>，力图<strong style="color: blue;">用<span style="color: black;">海量</span>价格<span style="color: black;">优惠</span>的白牌商品打入下沉市场</strong>，吸引<span style="color: black;">更加多</span>消费者。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总而言之，<span style="color: black;">持有</span>低价这一杀手锏的Temu，就像一条搅动市场的鲶鱼，所行之处都是有人<span style="color: black;">高兴</span>有人愁。<span style="color: black;">不外</span>还是需要指出，今后，Temu还应该想办法补足物流等短板，并<span style="color: black;">奋斗</span><span style="color: black;">加强</span>自己的盈利能力，<span style="color: black;">这般</span><span style="color: black;">才可</span>更全面地发展下去。</span></p><span style="color: black;">看到都是缘分，咱们加群聊</span><span style="color: black;">扫码加入跨境社群，认识<span style="color: black;">更加多</span>人脉</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
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