Chinese E-commerce Giant Pinduoduo Launches Cross-Border E-Commerce Platform Temu

Consumer Staples Author: Yiran Xing Sep 02, 2022 04:49 PM (GMT+8)

So far, China's three e-commerce giants, Alibaba, Jingdong and Pinduoduo, have all chosen to expand into overseas markets.


Chinese e-commerce giant Pinduoduo (Chinese: 拼多多) officially launched its cross-border e-commerce platform Temu overseas on September 1, which means "Team Up, Price Down," similar to the Chinese word "拼多多," meaning the more people buy, the lower the price. The platform will be available for testing from September 1 to September 15, after which it will be officially launched.

So far, China's three major e-commerce giants, Alibaba (Chinese: 阿里巴巴), Jingdong (Chinese: 京东) and Pinduoduo (Chinese: 拼多多) , have all chosen to expand into overseas markets.

Alibaba has expanded its overseas business earlier with its overseas e-commerce platforms such as AliExpress, Lazada and Trendyol. Jingdong's "Jingdong Global Trade," which officially opened for operation on June 18, 2022, focuses on the North American and Southeast Asian markets.

Temu's first stop abroad is the United States. At present, Temu's PC and App versions have been launched mainly to meet the consumption habits of American consumers who prefer to use PC for online shopping.

Compared with the Chinese version of Pinduoduo, Temu's web page style is more concise, and the quality of product images is higher. In addition to the letters TEMU, the orange logo also features dresses, toy horses, high heels and luggage patterns, in line with Temu's current main categories.

Temu focuses on the full range of categories. Temu's official website categories include jewelry and accessories, women's clothing, kid's fashion, home and garden, pet supplies, shoes and bags, electronics, beauty care products, office supplies, etc.

According to the General Administration of Customs of China, the scale of China's cross-border e-commerce imports and exports reached CNY 1.98 trillion in 2021, an increase of 15% year on year. Among them, exports were CNY 1.44 trillion, up 24.5% compared to the same period last year. However, some Chinese sellers have been in a difficult situation in the past two years due to the influence of policies and compliance of overseas e-commerce giant platforms. Against this background, cross-border e-merchants began exploring multiple platforms' layouts.