(Bloomberg) – Tem, the bargain shopping app that overtook Shein in the U.S. in just over a year, is considering returning to the Super Bowl in 2024.
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The company, owned by China’s PDD Holdings, is in talks to buy advertising again following a splashy debut this year that introduced its youth-oriented shopping service to millions of American consumers. A company spokesperson said negotiations have not yet been finalized.
The talks, first reported by the Wall Street Journal, highlight Tem’s aggressive approach to taking market share from Shein and Amazon.com in its home turf. In 2023, two 30-second spots featuring young people dancing to phrases such as “Cha-ching!” were aired. I feel so rich, yeah.” – now considered Temu’s unofficial coming out party.
Super Bowl spots like Tim’s “Shop Like a Billionaire” typically cost millions of dollars to produce and air, but many brands consider them essential for exposure. In particular, PDD adheres to an aggressive marketing and promotion model not only at home, but also overseas, challenging Alibaba Group Holding and Jingdong Mall.
Read more: PDD soars 18% after hit app Temu steals shoppers from Shein
On Tuesday, the Chinese company reported that its September quarter revenue nearly doubled, far outpacing its competitors. The company has kept Temu’s performance secret until now, but analysts estimate that sales of the app, which is currently available in more than 40 countries, will increase in the U.S. for the first time in May, according to a second Bloomberg measurement. It outperformed Share, Inc., and outperformed its rival by about 20%. , which analyzes consumer card transactions.
The company more than doubled its sales in the country in September, according to the data, and has widened its lead every month since.
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