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云朵1
2023-02-28

黄峥一坑货

在美国复制拼多多，TEMU的供应商难题 | 深网

从上线到访问量7000多万，拼多多旗下跨境电商平台TEMU只用了5个月的时间。有TEMU平台商家对《深网》表示。据《深网》获悉，为招揽更多商家，TEMU的招商经理私下也会和SHEIN的服装供应商沟通。不过，SHEIN和TEMU的竞争不会止步于美国市场。但从定价、清退、售后等多个环节来看，TEMU的供应商合作模式仍需进一步完善，保证商家有利可图。为了降低运营成本，TEMU还调整了商家邮寄到仓的运费价格。“自去年12月开通TEMU后，店铺

在美国复制拼多多，TEMU的供应商难题 | 深网

免责声明：上述内容仅代表发帖人个人观点，不构成本平台的任何投资建议。

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helvetica=\"\" neue=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\">作者丨</span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><span>张睿</span></span></span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\">  编辑丨康晓</span></p><p>出品丨深网·<a href=\"https://laohu8.com/S/00700\">腾讯</a>新闻小满工作室</p><p>欢迎下载腾讯新闻APP，阅读更多优质资讯</p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>半年前，当<a href=\"https://laohu8.com/S/PDD\">拼多多</a>低调杀入美国市场，业界普遍并不看好，毕竟<a href=\"https://laohu8.com/S/BABA\">阿里巴巴</a>、<a href=\"https://laohu8.com/S/JD\">京东</a>等巨头在海外也收获甚微，但TEMU的快速崛起超出预期。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>从上线到访问量7000多万，拼多多旗下跨境电商平台TEMU只用了5个月的时间。美东时间2月12日，TMEU的广告片《Shop like a Billionaire》登陆NFL年度总决赛（超级碗），据推算，亮相2次的TEMU 要花费1400 万美元，近1亿人民币。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>拼多多正在美国市场像素级复制国内的打法。《Shop like a Billionaire》风格像极了此前拼多多在国内打造的广告洗脑神曲《好想你》。</span></p><p><img src=\"https://static.tigerbbs.com/a34e6782aa9d490097b43a32020ae99f\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>从最近三个月访问量来看，美国老牌本土电商网站Wish如今已被TEMU和另一家来自中国的公司SHEIN远远甩在身后。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>据《深网》观察，拼多多前期以“低价+补贴”策略快速进入新市场，随后通过“烧钱”（百亿补贴等）的营销手段，提高用户感知度及客单价，是其快速崛起的利器之一；从拼多多在“超级碗”上一掷千金可以看出，TEMU正通过复制这一方法论，迅速开拓美国“低价”生活消费市场。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><strong><span>值得注意的是，撑起TEMU发展速度的，不仅在于拼多多复制了自己过往的成功经验，也包含背后庞大供应商群体的配合，供应商保证了TEMU商品在价格和SKU丰富性上对海外消费者的吸引力。</span></strong></p><p><strong><span>由于TEMU掌控核价权，供应商在合作中颇为被动，供货被不断压低价格，赚钱并非易事，目前，已有部分商家因不赚钱对未来持怀疑态度。</span></strong><span>“前期我们上TEMU是为了清库存，但这仅是我们基本需求，如果账面长期打不平甚至亏钱，慢慢就没了运营TEMU店铺的热情了。”有TEMU平台商家对《深网》表示。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“全面复制拼多多”</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在快速崛起的TEMU身上，能看到拼多多的影子。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>首先，通过“社交裂变”实现新用户快速增长，是拼多多的传统手艺，TEMU也把这套玩法搬到了美国市场。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>TEMU推出早期，用户邀请5位新用户下单，自己可以获得 20 美元奖励，后期要得到这一奖励需要邀请7位新用户下单。现金诱惑让TEMU的这一玩法在Facebook、Instagram上相关社区流行开来，这也为TEMU带来了一波新用户。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>新用户打开TEMU后，会发现各种折扣和优惠政策扑面而来，此时，拼多多惯用的“低价+补贴”策略开始发生化学反应。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>上线之初，TEMU新用户前三单可以获得30%的折扣，并获得免费配送服务。而据TEMU老用户反馈，三单之后，老用户还能领取40%的折扣码，每单最多减40美元。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在商品价格方面，大部分日用家居类商品都在10美元以下；鞋、袜、帽子等配饰类价格集中在0.49-3美元之间；大多数女装商品价格集中在3-20美元之间。“衣架、台灯、餐具等小物件性价比超高。”曾有TEMU美国用户对《深网》反馈。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>当然，“社交裂变”仅是获取新用户的第一步，过往的经验证明，砸广告“烧钱”获客才是用户指数级增长的直接途径。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>据similarweb数据显示，今年1月，TEMU网站版流量大头来自直接流量（Direct），即用户直接访问temu.com网站，流量占比为45.78%，而转介绍流量最少（referrals），为1.1%。而在Google Play中，TEMU APP主要流量来自搜索（Search），占比为60.1%；来自显示广告（Display Ads）的流量为0%。在Display Ads上缺乏用户感知度，这也部分解释了TEMU为何会重金投放“超级碗”。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“超级碗”被称作“美国春晚”。根据 NFL 官方数据，2022 年“超级碗”的观众总数为 2.08 亿，接近美国人口总数的三分之二，广告曝光度极高。根据咨询公司 Kantar 测算，广告主在 2022 年超级碗上每投放 1 美元，就能获得 4.6 美元回报。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然目前不能测算TEMU此次广告投放的ROI（投资回报率），但同行却从TEMU的这一举动看到了野心。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“两家中国公司的决战”</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>从访问量看，上线仅5个多月，TEMU的访问量已经超过同样主打性价比的Wish。Wish 2011年成立于美国，创办之初就以低价模式聚焦全球的下沉市场。据Wish 2022年Q3财报显示，截至2022年9月30日，Wish注册商家超过25万，销售业务覆盖60多个国家，月活用户超过2500万，其中85%的买家来自北美和欧洲地区。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过，TEMU的对手从来不是Wish，在“一超多强”的美国电商市场，<a href=\"https://laohu8.com/S/AMZN\">亚马逊</a>和SHEIN才是TEMU进军海外市场的劲敌。从GMV 比例看，亚马逊在美国电商市场份额高达 41%。在性价比赛道，2012年成立的SHEIN的访问量是TEMU的3-4倍。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>SHEIN以独立站起家，和供应商的合作以小单快反模式及柔性供应链体系为主。与TEMU对商家是否有工厂没有硬性要求不同，SHEIN在筛选OEM供应商需要有两次线下验厂、线下签约、审批等流程。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>据《深网》获悉，为招揽更多商家，TEMU的招商经理私下也会和SHEIN的服装供应商沟通。TEMU前期甚至还研究了SHEIN的小单快反模式，不过最终被取消。面对TEMU高举高打的进攻，SHEIN内部已经把TEMU作为一位重量级的竞争对手。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>由于TEMU的杀入，SHEIN压力陡增。有海外媒体报道，SHEIN正洽谈筹集30亿美元的融资，其估值已从此前的1000亿美元降至640亿美元。“SHEIN已经开始转型，通过ODM模式、OEM模式、OBM模式引入更多的商家，逐步从独立站向平台升级，这样才能重回千亿美金的估值。”有跨境电商行业人士对《深网》分析。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>对此，SHEIN官方对《深网》回应称：“不回复市场猜测，信息不准确。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管SHEIN的估值有所下滑，但对比Shopee等跨境电商去年市值跌幅可以看出，SHEIN估值缩水受俄乌关系及美股市场下跌等宏观因素的影响更大。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过，SHEIN和TEMU的竞争不会止步于美国市场。据悉，TEMU卖家中心后台加拿大站已开始内测。未来，两家来自中国的电商在海外市场未来必有一场硬战。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>供应商面临洗牌：</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>中间商、小商家将被淘汰</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>据《深网》观察，TEMU和SHEIN的高速成长都离不开背后庞大供应商群体的支持。但从定价、清退、售后等多个环节来看，TEMU的供应商合作模式仍需进一步完善，保证商家有利可图。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>与拼多多采用C2C、B2C混搭模式不同，TEMU采用类自营模式，即商家作为供应商只需备货到仓，TEMU负责商品定价、营销获客、履约（由合作方提供服务）等环节。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>因此，在TEMU整个跨境电商链条里，商家的备货量决定了平台SKU的丰富度，而商家能将价格压多低，很大程度决定了TEMU的交易量和未来的利润率。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>站在TEMU的角度，把商家的报价压得越低，对TEMU越有利。“供货价至少要比1688网上同款便宜10%-20%。”有TEMU招商经理前期曾明确对供应商表示。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>为了降低运营成本，TEMU还调整了商家邮寄到仓的运费价格。自去年12月12日0时开始，本来由TEMU平台承担的邮费，变为平台和商家各承担一半（需在后台选择平台推荐服务商），自己送货及自行委托第三方物流，需要自己付费。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>站在商家的角度，清库存、薄利多销等是入驻TEMU的初衷。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有商家对《深网》反馈，一些跨境电商商家此前把TEMU看做清库存的新渠道。“自去年12月开通TEMU后，店铺日销稳定在300单左右。单量算不上好，有卖家日销可达2-3万单。”曾在亚马逊卖美妆的商家透露。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>前期TEMU上的很多商品高销量是“以价换量”的结果，对质量等把控相对较松。而当TEMU快速增长步入正轨之后，对质量的把控越来越严，很多商家运营压力陡增。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在产品质量方面，今年以来，TEMU明显加强了对商家的惩罚力度。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>2月7日，已经做了4个月TEMU店铺运营的张华收到了平台发布的“商品质量事故处理规则”。该规则对商家可能出现的产品质量及安全问题做出详细的惩罚，例如，邮寄的商品有霉变、侵权等现象，一单罚款500元；大件与样品质量有出入，产品色劳度不够、贴错尺码标等一单罚款1000元；如果发现服装里有断针、玻璃片等危险品，每单罚款10000元。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“能明显感知到平台对商家的管理越来越严格了。扣除清退滞销品带来的损耗，能否赚钱还是未知数，如果没有长期做跨境电商经验、且没有货源的商家不建议尝试。”供应商张华透露。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>如张华所说，滞销商品的清退也会给供应商造成新的损失。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“一个月没有销量的商品会被邮寄退还给商家，且邮费由商家承担；如果商家同意降价处理，例如打八折甚至更低，商品可以留在TEMU仓库，慢慢销售。”商家林丽透露。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>林丽预判，如果大量商品折扣处理，再加上本来定价就低，亏本是肯定的。“我的一些海外客户看到TEMU上的定价，会要求我降低批发价，否则就中止合作，这都需要取舍，里里外外的账目都要算明白。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>意识到目前供应商所面临困境，TEMU也在逐步调整商家管理政策及物流体系。但这类调整并没有解决小商家赚钱难的问题，只要TEMU“低价+补贴”的策略不变，没有工厂或者直接从1688选品的“中间商”就面临被逐步淘汰的窘境。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>未来能在TEMU生存的是实力雄厚的全能型商家，不仅要有供应链资源，还要具备产品开发及数据分析能力，这样才能以低成本保证商品质量，避免同类型产品低价竞争和内卷。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在张华看来，现在商家想“爆单”比TEMU刚推出时更难。“只有你店铺的商品足够多，TEMU才会让你积极参与各种平台活动。如果品类太少，买手很少会推你的店铺和商品，避免卖爆后，商家备货不足。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>（应受访者要求，张华、林丽为化名）</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><img arial=\"\" auto=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/c8288734cb5f4695b54b0682bd498874\" ui=\"\" visible=\"\" yahei=\"\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"\"/></span></p><p><img arial=\"\" break-word=\"\" gb=\"\" helvetica=\"\" initial=\"\" justify=\"\" neue=\"\" none=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/0dea4687d122441c95d3a77166295850\" ui=\"\" visible=\"\" width=\"677\" yahei=\"\"/><img arial=\"\" auto=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" initial=\"\" neue=\"\" none=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/53d506d1211d4a0080ab524b9317b627\" ui=\"\" visible=\"\" yahei=\"\"/></p><p><span><img src=\"https://static.tigerbbs.com/39d927ca150b4a728dae9da0081a9b24\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/16823d42d8344d209584fac9a84e53d4\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/dd5ef5cf55ef450a842f178076e4ebeb\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/8996646cbd6f4a1f85ba3b6cc0c6e3f1\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/a2be1e8649d14b63980fcba5366de9dd\"/></span></p><p><img src=\"https://static.tigerbbs.com/4456fb742a2c48be9416a8993c17bcbe\"/></p><p><strong><span>小满工作室 | 腾讯新闻出品</span></strong></p><p><strong><span>本文版权归“腾讯新闻”所有，如需转载请在文后留言，经允许后方可转载。</span></strong></p><p><span><span>第996</span><span>期</span></span></p><p><span>排版：豆子</span></p><p powered-by=\"xiumi.us\"><span>点击“阅读原文”，查看腾讯新闻客户端相关独家文章</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>你“</strong></span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>在看</strong></span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>”我吗？</strong></span></p></div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>在美国复制拼多多，TEMU的供应商难题 | 深网</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ 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0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n在美国复制拼多多，TEMU的供应商难题 | 深网\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1045161675\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/79fb4e017d55411483d940659131729e);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">深网腾讯新闻 </p>\n<p class=\"h-time\">2023-02-27 10:38</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div><p><img src=\"https://static.tigerbbs.com/7e84c26e896842b3bd9f4e6820ef4abd\"/><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">来源：</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><a href=\"https://laohu8.com/S/000681\">视觉中国</a></span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"></span></p><p><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\">作者丨</span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><span>张睿</span></span></span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\">  编辑丨康晓</span></p><p>出品丨深网·<a href=\"https://laohu8.com/S/00700\">腾讯</a>新闻小满工作室</p><p>欢迎下载腾讯新闻APP，阅读更多优质资讯</p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>半年前，当<a href=\"https://laohu8.com/S/PDD\">拼多多</a>低调杀入美国市场，业界普遍并不看好，毕竟<a href=\"https://laohu8.com/S/BABA\">阿里巴巴</a>、<a href=\"https://laohu8.com/S/JD\">京东</a>等巨头在海外也收获甚微，但TEMU的快速崛起超出预期。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>从上线到访问量7000多万，拼多多旗下跨境电商平台TEMU只用了5个月的时间。美东时间2月12日，TMEU的广告片《Shop like a Billionaire》登陆NFL年度总决赛（超级碗），据推算，亮相2次的TEMU 要花费1400 万美元，近1亿人民币。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>拼多多正在美国市场像素级复制国内的打法。《Shop like a Billionaire》风格像极了此前拼多多在国内打造的广告洗脑神曲《好想你》。</span></p><p><img src=\"https://static.tigerbbs.com/a34e6782aa9d490097b43a32020ae99f\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>从最近三个月访问量来看，美国老牌本土电商网站Wish如今已被TEMU和另一家来自中国的公司SHEIN远远甩在身后。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>据《深网》观察，拼多多前期以“低价+补贴”策略快速进入新市场，随后通过“烧钱”（百亿补贴等）的营销手段，提高用户感知度及客单价，是其快速崛起的利器之一；从拼多多在“超级碗”上一掷千金可以看出，TEMU正通过复制这一方法论，迅速开拓美国“低价”生活消费市场。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><strong><span>值得注意的是，撑起TEMU发展速度的，不仅在于拼多多复制了自己过往的成功经验，也包含背后庞大供应商群体的配合，供应商保证了TEMU商品在价格和SKU丰富性上对海外消费者的吸引力。</span></strong></p><p><strong><span>由于TEMU掌控核价权，供应商在合作中颇为被动，供货被不断压低价格，赚钱并非易事，目前，已有部分商家因不赚钱对未来持怀疑态度。</span></strong><span>“前期我们上TEMU是为了清库存，但这仅是我们基本需求，如果账面长期打不平甚至亏钱，慢慢就没了运营TEMU店铺的热情了。”有TEMU平台商家对《深网》表示。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“全面复制拼多多”</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在快速崛起的TEMU身上，能看到拼多多的影子。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>首先，通过“社交裂变”实现新用户快速增长，是拼多多的传统手艺，TEMU也把这套玩法搬到了美国市场。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>TEMU推出早期，用户邀请5位新用户下单，自己可以获得 20 美元奖励，后期要得到这一奖励需要邀请7位新用户下单。现金诱惑让TEMU的这一玩法在Facebook、Instagram上相关社区流行开来，这也为TEMU带来了一波新用户。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>新用户打开TEMU后，会发现各种折扣和优惠政策扑面而来，此时，拼多多惯用的“低价+补贴”策略开始发生化学反应。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>上线之初，TEMU新用户前三单可以获得30%的折扣，并获得免费配送服务。而据TEMU老用户反馈，三单之后，老用户还能领取40%的折扣码，每单最多减40美元。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在商品价格方面，大部分日用家居类商品都在10美元以下；鞋、袜、帽子等配饰类价格集中在0.49-3美元之间；大多数女装商品价格集中在3-20美元之间。“衣架、台灯、餐具等小物件性价比超高。”曾有TEMU美国用户对《深网》反馈。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>当然，“社交裂变”仅是获取新用户的第一步，过往的经验证明，砸广告“烧钱”获客才是用户指数级增长的直接途径。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>据similarweb数据显示，今年1月，TEMU网站版流量大头来自直接流量（Direct），即用户直接访问temu.com网站，流量占比为45.78%，而转介绍流量最少（referrals），为1.1%。而在Google Play中，TEMU APP主要流量来自搜索（Search），占比为60.1%；来自显示广告（Display Ads）的流量为0%。在Display Ads上缺乏用户感知度，这也部分解释了TEMU为何会重金投放“超级碗”。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“超级碗”被称作“美国春晚”。根据 NFL 官方数据，2022 年“超级碗”的观众总数为 2.08 亿，接近美国人口总数的三分之二，广告曝光度极高。根据咨询公司 Kantar 测算，广告主在 2022 年超级碗上每投放 1 美元，就能获得 4.6 美元回报。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然目前不能测算TEMU此次广告投放的ROI（投资回报率），但同行却从TEMU的这一举动看到了野心。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“两家中国公司的决战”</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>从访问量看，上线仅5个多月，TEMU的访问量已经超过同样主打性价比的Wish。Wish 2011年成立于美国，创办之初就以低价模式聚焦全球的下沉市场。据Wish 2022年Q3财报显示，截至2022年9月30日，Wish注册商家超过25万，销售业务覆盖60多个国家，月活用户超过2500万，其中85%的买家来自北美和欧洲地区。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过，TEMU的对手从来不是Wish，在“一超多强”的美国电商市场，<a href=\"https://laohu8.com/S/AMZN\">亚马逊</a>和SHEIN才是TEMU进军海外市场的劲敌。从GMV 比例看，亚马逊在美国电商市场份额高达 41%。在性价比赛道，2012年成立的SHEIN的访问量是TEMU的3-4倍。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>SHEIN以独立站起家，和供应商的合作以小单快反模式及柔性供应链体系为主。与TEMU对商家是否有工厂没有硬性要求不同，SHEIN在筛选OEM供应商需要有两次线下验厂、线下签约、审批等流程。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>据《深网》获悉，为招揽更多商家，TEMU的招商经理私下也会和SHEIN的服装供应商沟通。TEMU前期甚至还研究了SHEIN的小单快反模式，不过最终被取消。面对TEMU高举高打的进攻，SHEIN内部已经把TEMU作为一位重量级的竞争对手。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>由于TEMU的杀入，SHEIN压力陡增。有海外媒体报道，SHEIN正洽谈筹集30亿美元的融资，其估值已从此前的1000亿美元降至640亿美元。“SHEIN已经开始转型，通过ODM模式、OEM模式、OBM模式引入更多的商家，逐步从独立站向平台升级，这样才能重回千亿美金的估值。”有跨境电商行业人士对《深网》分析。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>对此，SHEIN官方对《深网》回应称：“不回复市场猜测，信息不准确。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管SHEIN的估值有所下滑，但对比Shopee等跨境电商去年市值跌幅可以看出，SHEIN估值缩水受俄乌关系及美股市场下跌等宏观因素的影响更大。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过，SHEIN和TEMU的竞争不会止步于美国市场。据悉，TEMU卖家中心后台加拿大站已开始内测。未来，两家来自中国的电商在海外市场未来必有一场硬战。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>供应商面临洗牌：</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" rgba=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>中间商、小商家将被淘汰</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>据《深网》观察，TEMU和SHEIN的高速成长都离不开背后庞大供应商群体的支持。但从定价、清退、售后等多个环节来看，TEMU的供应商合作模式仍需进一步完善，保证商家有利可图。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>与拼多多采用C2C、B2C混搭模式不同，TEMU采用类自营模式，即商家作为供应商只需备货到仓，TEMU负责商品定价、营销获客、履约（由合作方提供服务）等环节。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>因此，在TEMU整个跨境电商链条里，商家的备货量决定了平台SKU的丰富度，而商家能将价格压多低，很大程度决定了TEMU的交易量和未来的利润率。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>站在TEMU的角度，把商家的报价压得越低，对TEMU越有利。“供货价至少要比1688网上同款便宜10%-20%。”有TEMU招商经理前期曾明确对供应商表示。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>为了降低运营成本，TEMU还调整了商家邮寄到仓的运费价格。自去年12月12日0时开始，本来由TEMU平台承担的邮费，变为平台和商家各承担一半（需在后台选择平台推荐服务商），自己送货及自行委托第三方物流，需要自己付费。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>站在商家的角度，清库存、薄利多销等是入驻TEMU的初衷。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有商家对《深网》反馈，一些跨境电商商家此前把TEMU看做清库存的新渠道。“自去年12月开通TEMU后，店铺日销稳定在300单左右。单量算不上好，有卖家日销可达2-3万单。”曾在亚马逊卖美妆的商家透露。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>前期TEMU上的很多商品高销量是“以价换量”的结果，对质量等把控相对较松。而当TEMU快速增长步入正轨之后，对质量的把控越来越严，很多商家运营压力陡增。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在产品质量方面，今年以来，TEMU明显加强了对商家的惩罚力度。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>2月7日，已经做了4个月TEMU店铺运营的张华收到了平台发布的“商品质量事故处理规则”。该规则对商家可能出现的产品质量及安全问题做出详细的惩罚，例如，邮寄的商品有霉变、侵权等现象，一单罚款500元；大件与样品质量有出入，产品色劳度不够、贴错尺码标等一单罚款1000元；如果发现服装里有断针、玻璃片等危险品，每单罚款10000元。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“能明显感知到平台对商家的管理越来越严格了。扣除清退滞销品带来的损耗，能否赚钱还是未知数，如果没有长期做跨境电商经验、且没有货源的商家不建议尝试。”供应商张华透露。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>如张华所说，滞销商品的清退也会给供应商造成新的损失。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>“一个月没有销量的商品会被邮寄退还给商家，且邮费由商家承担；如果商家同意降价处理，例如打八折甚至更低，商品可以留在TEMU仓库，慢慢销售。”商家林丽透露。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>林丽预判，如果大量商品折扣处理，再加上本来定价就低，亏本是肯定的。“我的一些海外客户看到TEMU上的定价，会要求我降低批发价，否则就中止合作，这都需要取舍，里里外外的账目都要算明白。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>意识到目前供应商所面临困境，TEMU也在逐步调整商家管理政策及物流体系。但这类调整并没有解决小商家赚钱难的问题，只要TEMU“低价+补贴”的策略不变，没有工厂或者直接从1688选品的“中间商”就面临被逐步淘汰的窘境。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>未来能在TEMU生存的是实力雄厚的全能型商家，不仅要有供应链资源，还要具备产品开发及数据分析能力，这样才能以低成本保证商品质量，避免同类型产品低价竞争和内卷。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在张华看来，现在商家想“爆单”比TEMU刚推出时更难。“只有你店铺的商品足够多，TEMU才会让你积极参与各种平台活动。如果品类太少，买手很少会推你的店铺和商品，避免卖爆后，商家备货不足。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>（应受访者要求，张华、林丽为化名）</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><img arial=\"\" auto=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/c8288734cb5f4695b54b0682bd498874\" ui=\"\" visible=\"\" yahei=\"\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"\"/></span></p><p><img arial=\"\" break-word=\"\" gb=\"\" helvetica=\"\" initial=\"\" justify=\"\" neue=\"\" none=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/0dea4687d122441c95d3a77166295850\" ui=\"\" visible=\"\" width=\"677\" yahei=\"\"/><img arial=\"\" auto=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" initial=\"\" neue=\"\" none=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/53d506d1211d4a0080ab524b9317b627\" ui=\"\" visible=\"\" yahei=\"\"/></p><p><span><img src=\"https://static.tigerbbs.com/39d927ca150b4a728dae9da0081a9b24\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/16823d42d8344d209584fac9a84e53d4\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/dd5ef5cf55ef450a842f178076e4ebeb\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/8996646cbd6f4a1f85ba3b6cc0c6e3f1\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/a2be1e8649d14b63980fcba5366de9dd\"/></span></p><p><img src=\"https://static.tigerbbs.com/4456fb742a2c48be9416a8993c17bcbe\"/></p><p><strong><span>小满工作室 | 腾讯新闻出品</span></strong></p><p><strong><span>本文版权归“腾讯新闻”所有，如需转载请在文后留言，经允许后方可转载。</span></strong></p><p><span><span>第996</span><span>期</span></span></p><p><span>排版：豆子</span></p><p powered-by=\"xiumi.us\"><span>点击“阅读原文”，查看腾讯新闻客户端相关独家文章</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>你“</strong></span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>在看</strong></span><span arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>”我吗？</strong></span></p></div></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"BK4504":"桥水持仓","LU1880383366.USD":"东方汇理中国股票基金 A2 (C)","LU1242518931.SGD":"Fullerton Lux Funds - Asia Absolute Alpha A Acc SGD","BK4548":"巴美列捷福持仓","LU0516422440.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"A\" (USD) ACC","LU0516422366.SGD":"Fullerton Lux Funds - Asia Focus Equities A Acc SGD","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC","LU0516422952.EUR":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (EUR) ACC","LU1988902786.USD":"FULLERTON LUX FUNDS GLOBAL ABSOLUTE ALPHA \"I\" (USD) ACC","IE00B0JY6N72.USD":"PINEBRIDGE GLOBAL EMERGING MARKETS FOCUS EQUITY \"A\" (USD) ACC","BK4553":"喜马拉雅资本持仓","BK4531":"中概回港概念","BK4585":"ETF&股票定投概念","LU1242518857.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"I\" (USD) ACC","IE0034224299.USD":"PINEBRIDGE ASIA EX JAPAN EQUITY \"A\" (USD) ACC","LU0348805143.USD":"ALLIANZ ENHANCED ALL CHINA EQUITY \"A\" (USD) INC","LU0456827905.SGD":"JPMorgan Funds - China A (acc) SGD","LU0572944931.SGD":"Janus Henderson Horizon China Opportunities A2 SGD","BK4558":"双十一","BK4509":"腾讯概念","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC","LU0516423091.SGD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (SGD) ACC","BK4535":"淡马锡持仓","LU0588546209.SGD":"Eastspring Investments - China Equity Fund AS SGD","LU2264538146.SGD":"Fullerton Lux Funds - Global Absolute Alpha A Acc SGD","BK4501":"段永平概念","BK4505":"高瓴资本持仓","LU2039709279.SGD":"MANULIFE GF DRAGON GROWTH \"AA\" (SGDHDG) INC","LU1048596156.SGD":"Blackrock Asian Growth Leaders A2 SGD-H","BK4526":"热门中概股","BK4588":"碎股","LU0979878070.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"A\" (USD) ACC","LU0821914370.USD":"贝莱德亚洲成长领袖A2","PDD":"拼多多","LU0051755006.USD":"摩根大通中国A (dist)","LU0327786744.USD":"Janus Henderson Horizon China Opportunities A2 USD","BK4503":"景林资产持仓","LU0516423174.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (USD) ACC","BK4122":"互联网与直销零售","LU1064131342.USD":"Fullerton Lux Funds - Global Absolute Alpha A Acc USD"},"source_url":"http://mp.weixin.qq.com/s?__biz=MzIwMTY1NDg4Nw==&mid=2247512065&idx=1&sn=ca49b10e8478311b4b6ce86f25a76ff1&chksm=96e86709a19fee1fa52f3aecbf7f7f2fe4567a6b985675ad81a36a0adcfbf30ac4b9e7f167b9#rd","is_english":false,"share_image_url":"https://static.laohu8.com/ecd74548980bc5b366aa8f4b37ed0bd5","article_id":"2314300136","content_text":"来源：视觉中国作者丨张睿  编辑丨康晓出品丨深网·腾讯新闻小满工作室欢迎下载腾讯新闻APP，阅读更多优质资讯半年前，当拼多多低调杀入美国市场，业界普遍并不看好，毕竟阿里巴巴、京东等巨头在海外也收获甚微，但TEMU的快速崛起超出预期。从上线到访问量7000多万，拼多多旗下跨境电商平台TEMU只用了5个月的时间。美东时间2月12日，TMEU的广告片《Shop like a Billionaire》登陆NFL年度总决赛（超级碗），据推算，亮相2次的TEMU 要花费1400 万美元，近1亿人民币。拼多多正在美国市场像素级复制国内的打法。《Shop like a Billionaire》风格像极了此前拼多多在国内打造的广告洗脑神曲《好想你》。从最近三个月访问量来看，美国老牌本土电商网站Wish如今已被TEMU和另一家来自中国的公司SHEIN远远甩在身后。据《深网》观察，拼多多前期以“低价+补贴”策略快速进入新市场，随后通过“烧钱”（百亿补贴等）的营销手段，提高用户感知度及客单价，是其快速崛起的利器之一；从拼多多在“超级碗”上一掷千金可以看出，TEMU正通过复制这一方法论，迅速开拓美国“低价”生活消费市场。值得注意的是，撑起TEMU发展速度的，不仅在于拼多多复制了自己过往的成功经验，也包含背后庞大供应商群体的配合，供应商保证了TEMU商品在价格和SKU丰富性上对海外消费者的吸引力。由于TEMU掌控核价权，供应商在合作中颇为被动，供货被不断压低价格，赚钱并非易事，目前，已有部分商家因不赚钱对未来持怀疑态度。“前期我们上TEMU是为了清库存，但这仅是我们基本需求，如果账面长期打不平甚至亏钱，慢慢就没了运营TEMU店铺的热情了。”有TEMU平台商家对《深网》表示。“全面复制拼多多”在快速崛起的TEMU身上，能看到拼多多的影子。首先，通过“社交裂变”实现新用户快速增长，是拼多多的传统手艺，TEMU也把这套玩法搬到了美国市场。TEMU推出早期，用户邀请5位新用户下单，自己可以获得 20 美元奖励，后期要得到这一奖励需要邀请7位新用户下单。现金诱惑让TEMU的这一玩法在Facebook、Instagram上相关社区流行开来，这也为TEMU带来了一波新用户。新用户打开TEMU后，会发现各种折扣和优惠政策扑面而来，此时，拼多多惯用的“低价+补贴”策略开始发生化学反应。上线之初，TEMU新用户前三单可以获得30%的折扣，并获得免费配送服务。而据TEMU老用户反馈，三单之后，老用户还能领取40%的折扣码，每单最多减40美元。在商品价格方面，大部分日用家居类商品都在10美元以下；鞋、袜、帽子等配饰类价格集中在0.49-3美元之间；大多数女装商品价格集中在3-20美元之间。“衣架、台灯、餐具等小物件性价比超高。”曾有TEMU美国用户对《深网》反馈。当然，“社交裂变”仅是获取新用户的第一步，过往的经验证明，砸广告“烧钱”获客才是用户指数级增长的直接途径。据similarweb数据显示，今年1月，TEMU网站版流量大头来自直接流量（Direct），即用户直接访问temu.com网站，流量占比为45.78%，而转介绍流量最少（referrals），为1.1%。而在Google Play中，TEMU APP主要流量来自搜索（Search），占比为60.1%；来自显示广告（Display Ads）的流量为0%。在Display Ads上缺乏用户感知度，这也部分解释了TEMU为何会重金投放“超级碗”。“超级碗”被称作“美国春晚”。根据 NFL 官方数据，2022 年“超级碗”的观众总数为 2.08 亿，接近美国人口总数的三分之二，广告曝光度极高。根据咨询公司 Kantar 测算，广告主在 2022 年超级碗上每投放 1 美元，就能获得 4.6 美元回报。虽然目前不能测算TEMU此次广告投放的ROI（投资回报率），但同行却从TEMU的这一举动看到了野心。“两家中国公司的决战”从访问量看，上线仅5个多月，TEMU的访问量已经超过同样主打性价比的Wish。Wish 2011年成立于美国，创办之初就以低价模式聚焦全球的下沉市场。据Wish 2022年Q3财报显示，截至2022年9月30日，Wish注册商家超过25万，销售业务覆盖60多个国家，月活用户超过2500万，其中85%的买家来自北美和欧洲地区。不过，TEMU的对手从来不是Wish，在“一超多强”的美国电商市场，亚马逊和SHEIN才是TEMU进军海外市场的劲敌。从GMV 比例看，亚马逊在美国电商市场份额高达 41%。在性价比赛道，2012年成立的SHEIN的访问量是TEMU的3-4倍。SHEIN以独立站起家，和供应商的合作以小单快反模式及柔性供应链体系为主。与TEMU对商家是否有工厂没有硬性要求不同，SHEIN在筛选OEM供应商需要有两次线下验厂、线下签约、审批等流程。据《深网》获悉，为招揽更多商家，TEMU的招商经理私下也会和SHEIN的服装供应商沟通。TEMU前期甚至还研究了SHEIN的小单快反模式，不过最终被取消。面对TEMU高举高打的进攻，SHEIN内部已经把TEMU作为一位重量级的竞争对手。由于TEMU的杀入，SHEIN压力陡增。有海外媒体报道，SHEIN正洽谈筹集30亿美元的融资，其估值已从此前的1000亿美元降至640亿美元。“SHEIN已经开始转型，通过ODM模式、OEM模式、OBM模式引入更多的商家，逐步从独立站向平台升级，这样才能重回千亿美金的估值。”有跨境电商行业人士对《深网》分析。对此，SHEIN官方对《深网》回应称：“不回复市场猜测，信息不准确。”尽管SHEIN的估值有所下滑，但对比Shopee等跨境电商去年市值跌幅可以看出，SHEIN估值缩水受俄乌关系及美股市场下跌等宏观因素的影响更大。不过，SHEIN和TEMU的竞争不会止步于美国市场。据悉，TEMU卖家中心后台加拿大站已开始内测。未来，两家来自中国的电商在海外市场未来必有一场硬战。供应商面临洗牌：中间商、小商家将被淘汰据《深网》观察，TEMU和SHEIN的高速成长都离不开背后庞大供应商群体的支持。但从定价、清退、售后等多个环节来看，TEMU的供应商合作模式仍需进一步完善，保证商家有利可图。与拼多多采用C2C、B2C混搭模式不同，TEMU采用类自营模式，即商家作为供应商只需备货到仓，TEMU负责商品定价、营销获客、履约（由合作方提供服务）等环节。因此，在TEMU整个跨境电商链条里，商家的备货量决定了平台SKU的丰富度，而商家能将价格压多低，很大程度决定了TEMU的交易量和未来的利润率。站在TEMU的角度，把商家的报价压得越低，对TEMU越有利。“供货价至少要比1688网上同款便宜10%-20%。”有TEMU招商经理前期曾明确对供应商表示。为了降低运营成本，TEMU还调整了商家邮寄到仓的运费价格。自去年12月12日0时开始，本来由TEMU平台承担的邮费，变为平台和商家各承担一半（需在后台选择平台推荐服务商），自己送货及自行委托第三方物流，需要自己付费。站在商家的角度，清库存、薄利多销等是入驻TEMU的初衷。有商家对《深网》反馈，一些跨境电商商家此前把TEMU看做清库存的新渠道。“自去年12月开通TEMU后，店铺日销稳定在300单左右。单量算不上好，有卖家日销可达2-3万单。”曾在亚马逊卖美妆的商家透露。前期TEMU上的很多商品高销量是“以价换量”的结果，对质量等把控相对较松。而当TEMU快速增长步入正轨之后，对质量的把控越来越严，很多商家运营压力陡增。在产品质量方面，今年以来，TEMU明显加强了对商家的惩罚力度。2月7日，已经做了4个月TEMU店铺运营的张华收到了平台发布的“商品质量事故处理规则”。该规则对商家可能出现的产品质量及安全问题做出详细的惩罚，例如，邮寄的商品有霉变、侵权等现象，一单罚款500元；大件与样品质量有出入，产品色劳度不够、贴错尺码标等一单罚款1000元；如果发现服装里有断针、玻璃片等危险品，每单罚款10000元。“能明显感知到平台对商家的管理越来越严格了。扣除清退滞销品带来的损耗，能否赚钱还是未知数，如果没有长期做跨境电商经验、且没有货源的商家不建议尝试。”供应商张华透露。如张华所说，滞销商品的清退也会给供应商造成新的损失。“一个月没有销量的商品会被邮寄退还给商家，且邮费由商家承担；如果商家同意降价处理，例如打八折甚至更低，商品可以留在TEMU仓库，慢慢销售。”商家林丽透露。林丽预判，如果大量商品折扣处理，再加上本来定价就低，亏本是肯定的。“我的一些海外客户看到TEMU上的定价，会要求我降低批发价，否则就中止合作，这都需要取舍，里里外外的账目都要算明白。”意识到目前供应商所面临困境，TEMU也在逐步调整商家管理政策及物流体系。但这类调整并没有解决小商家赚钱难的问题，只要TEMU“低价+补贴”的策略不变，没有工厂或者直接从1688选品的“中间商”就面临被逐步淘汰的窘境。未来能在TEMU生存的是实力雄厚的全能型商家，不仅要有供应链资源，还要具备产品开发及数据分析能力，这样才能以低成本保证商品质量，避免同类型产品低价竞争和内卷。在张华看来，现在商家想“爆单”比TEMU刚推出时更难。“只有你店铺的商品足够多，TEMU才会让你积极参与各种平台活动。如果品类太少，买手很少会推你的店铺和商品，避免卖爆后，商家备货不足。”（应受访者要求，张华、林丽为化名）小满工作室 | 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