市场调查：Temu吸引的回头客超过eBay 给亚马逊带来压力

新浪财经06-11

登陆美国市场还不到两年，中国电商新贵Temu吸引的回头客数量就超过了有近30年历史的电商先锋eBay Inc．。4月一项针对1，000名消费者的调查发现，34%的受访者表示每月至少在Temu购物一次，超过了eBay的29%。据开展这项调查的伦敦在线营销公司Omnisend，亚马逊仍然遥遥领先，超过四分之三的受访者表示每月至少购物一次。拼多多旗下Temu一直通过大力宣传和折扣来吸引客户。消费者直接从...

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Inc．。4月一项针对1，000名消费者的调查发现，34%的受访者表示每月至少在Temu购物一次，超过了eBay的29%。据开展这项调查的伦敦在线营销公司Omnisend，亚马逊仍然遥遥领先，超过四分之三的受访者表示每月至少购物一次。拼多多旗下Temu一直通过大力宣传和折扣来吸引客户。消费者直接从中国订购产品，通常要等一周或更长时间才能收到产品。Temu已经在两届“超级碗”上投放广告，口号是“像亿万富翁一样购物”。烧钱进行昂贵的营销和折扣是一种广泛使用的高风险推广策略。持续经营的关键是将首次光顾的顾客发展为忠诚客户，至少到目前为止，Temu似乎已经破解了这个密码。Omnisend的高级电子商务专家Greg Zakowicz表示：“这表明Temu的积极营销，如超级碗的广告和社交媒体宣传，在取得成效。”Omnisend的这项调查比较了消费者对亚马逊和沃尔玛等老牌企业和对Temu和Shein等中国后起之秀的看法。误差幅度为正负3个百分点。疫情后的物价飙升引发了消费者行为的一些重大转变。EMarketer的一项年度调查显示，就在2022年，美国超过一半的购物旅程始于亚马逊等在线市场。去年这个比例跌至40%。近30%的购物者开始从谷歌等搜索引擎上寻找选项，高于前一年的25%。向搜索引擎的转变表明，热衷于折扣的购物者希望通过浏览多个零售网站和平台来比价，这为新兴折扣店提供了机会。Temu的一位发言人在声明中表示：“我们感到鼓舞的是Temu的工厂直供模式因其价格实惠的产品而受到美国消费者的信任”，并补充说该公司会进行抽查和采取其他措施来解决质量问题。一位亚马逊发言人表示，该公司不断创新以“提供最佳选择、价值和便利性”。EBay没有回复置评请求。责任编辑：欧阳名军","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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