In an unofficial coming-out party for an online shopping app that has ascended American download charts since its launch late last year, Chinese-owned e-commerce upstart Temu made its Super Bowl debut on Sunday.
Two 30-second commercials for PDD Holdings Inc.’s business, which like Shein is known for its low prices and quick shipping, featured a stylish shopper spinning and dancing to songs like “Cha-ching! Oh wow, I feel very wealthy. PDD, formerly Pinduoduo, announced that it is also awarding users with a total of $10 million through online contests.
Temu, which debuted in September, quickly expanded the US app store for Apple. Shein, the fast-fashion craze that has also enthralled American consumers, is now thought of as a serious rival by many. PDD, however, offers a wider selection of products, from groceries to pet supplies, and it hopes to debut Temu in Canada as early as this month.
As incumbent leaders intensify competitive pressures, many apps that first succeed eventually fail. In China, owner PDD is renowned for breaking into regions that are underserved by established players like Alibaba Group Holding Ltd., such as lower-income rural communities.
Temu, which takes its name from the phrase “Team up,” aims to bring PDD’s social commerce concept to North America. If the app maintains its current momentum, it might join the exclusive group of Chinese-owned online firms that have been successful in the US, including TikTok and Aliexpress from Alibaba.
Producing and airing Super Bowl commercials like Temu’s “Shop Like a Billionaire” normally costs millions of dollars, but many corporations have viewed them as crucial exposure over the years. It was anticipated that tens of millions of people will watch the Philadelphia Eagles and Kansas City Chiefs’ game on Sunday. On Sunday during the first and third quarters, the Temu advertisement was broadcast twice.
In a statement, PDD stated, “We want to share with our customers that they may buy with a sense of freedom because of the pricing we give through the largest stage imaginable.