Temu, Shein and the 'Zero-Sum Game' of Cross-Border E-commerce
Temu and Shein's getting unwanted attention. Their snafus and the Shedding PR strategy analyzed.
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Last October, I started writing about Temu, a subsidiary of Pinduoduo (PDD), just a month after its US launch. Despite a low-key start, the app swiftly climbed to the top of the Android download charts within two weeks of launch.
Temu then embarked on an aggressive social media and advertising campaign. I wrote about its kitschy Super Bowl debut and why it was an ill-advised marketing strategy at the time. I mean, why splurge tens of millions of dollars just to win the second-to-worst Super Bowl ad of the year?
Read the full piece inPekingnologybelow:
Since then, Temu has barely stayed out of the spotlight and dragged its archenemy Shein into it, too (not that it really needed the help).
Untangling the Shein and Temu Background Story
The U.S.-China Economic and Security Review Commission penne…
