“Shop like a billionaire!”—This catchy slogan, paired with Temu’s high-profile Super Bowl debut, has rapidly ignited the U.S. market. The 60-second ad, costing $14 million, not only cemented the Chinese brand’s presence but also triggered a surge in user growth. How long will the “Super Bowl effect” last? And how will Temu’s rise reshape cross-border e-commerce?
The Super Bowl Effect: Temu’s User Base Skyrockets
During the Super Bowl, Temu invested heavily in advertising during the “American Super Bowl” and offered $10 million in user rewards, totaling $24 million in spending. The marketing blitz paid off. Data shows that in the week following the game (February 13), Temu’s daily active users peaked at over 2.8 million, with a sustained upward trend. For an app less than six months old, this is a remarkable achievement.
The Pinduoduo Playbook: Temu’s Rapid Ascent
Temu’s explosive growth mirrors Pinduoduo’s domestic success in China. Since its U.S. launch in September 2022, Temu has employed similar tactics: aggressive marketing, ultra-low-price strategies, and viral campaigns like “1-cent deals,” new-user coupons, and social media-driven referral programs. These efforts quickly propelled Temu past Amazon and Shein to the top of the App Store and Google Play free charts.
To solidify its position, Temu localized aggressively, rolling out major discounts during Black Friday and Christmas. The strategy boosted downloads, surpassing Amazon and Shein in monthly installs. By January 2023, Temu’s 90%-off promotions fueled its dominance, maintaining a top-two App Store ranking ahead of the Super Bowl.
After conquering the U.S., Temu expanded to Canada and used its 60-second Super Bowl ad to cement its status. By February 20, Temu had overtaken Amazon and Walmart as the most-downloaded app in the U.S., with over 28.1 million total downloads—20 million from the App Store alone.
Shein’s Valuation Dip: Temu’s Disruptive Impact
Temu’s rise has rattled competitors, particularly Shein. Reports indicate Shein’s latest funding round values it at $65–70 billion, down from an initial $100 billion target. While multiple factors contributed to the drop, Temu’s ascent is a key pressure point.
Temu’s success stems from replicating Pinduoduo’s model: bargain prices, viral marketing, and sharp demand targeting. Yet challenges loom. Amazon’s local dominance and Shein’s supply-chain strength pose threats, while Temu faces complaints over slow shipping and inconsistent product quality—issues that could hinder long-term growth.
Aggressive Spending: What’s Next for Temu?
Analysts predict Temu will follow Pinduoduo’s playbook, becoming a staple in U.S. advertising. With a reported $1 billion annual marketing budget, the app has room to expand. However, sustaining momentum in a cutthroat market—while addressing operational flaws—remains an open question.
Temu’s trajectory offers a blueprint for Chinese cross-border e-commerce: precise positioning, savvy marketing, and user-centric strategies. But lasting success demands improved quality and logistics. Whether Temu can replicate Pinduoduo’s triumph abroad is yet to be seen.