凭借“五位一体”闭环模式，TEMU在群雄盘踞的欧洲市场站稳了脚跟

{"time":1703836320466,"blocks":[{"id":"-5GHqn6pC9","type":"paragraph","data":{"text":"在全球性冲突事件的推动下，整个欧洲大陆的通货膨胀率不断上升，促使当地消费者四处寻找低价<a href=\"https://www.cifnews.com/ccee?origin=article_word\" target=\"_blank\">产品</a>以应对高企的生活成本。而就在这样的大背景下，TEMU登陆欧洲大陆则显得恰如其分，并利用这一阶段性趋势，向市场推出具有大幅折扣的商品，迅速在欧洲电商竞争格局中立住了脚跟。然而，TEMU能否长期保持发展势头，目前仍是个未知数。"}},{"id":"g8MnpGupO-","type":"paragraph","data":{"text":"<b>· 打破现有格局，闯出一片天</b>"}},{"id":"gjsHhgYglI","type":"paragraph","data":{"text":"TEMU登陆欧洲市场后，无疑取得了显著的成功。2023年4月，TEMU上线德国、荷兰、法国、意大利和西班牙5个站点，这是继英国之后，TEMU在欧洲扩张的最新动作。在具体的入驻政策方面，欧洲六站仍延续了TEMU平台一贯的低门槛要求。"}},{"id":"I2v5JAVLKX","type":"paragraph","data":{"text":"进入市场的初期，TEMU占据了相当大的市场份额，在部分国家市场中的流量份额显示出稳定的增长迹象。在法国和意大利这两个国家排名前十的多<a href=\"https://www.cifnews.com/ccee?origin=article_word\" target=\"_blank\">品类</a>零售商中，TEMU占据了近8%的市场份额，增长势头也十分强劲。"}},{"id":"HxEI6_wE6S","type":"Image","data":{"file":{"url":"/media/images/4DUBJgZZkn7qUQPp2HnWuz.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"t7SqstQK_t","type":"paragraph","data":{"text":"自4月底在欧洲市场开展业务以来，TEMU的流量增长几乎没有放缓的迹象，甚至经常超过行业整体增长情况。"}},{"id":"rdo9ruZCon","type":"Image","data":{"file":{"url":"/media/images/La3xAJkd8hSLKdAWjkYUFc.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"NGvlJUJ2Oi","type":"paragraph","data":{"text":"英国市场中，TEMU与英国高档连锁百货公司John Lewis的流量不相上下，月访问量均超过1100万人次。"}},{"id":"kZHKO4ueOI","type":"Image","data":{"file":{"url":"/media/images/Px2KDJQCGEg8nd5xujme8Y.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"eBqlYTvZdJ","type":"paragraph","data":{"text":"法国市场中，与其竞争对手全球速卖通相比，TEMU吸引了更多的访客，但流量份额较小。"}},{"id":"NTHuD-Hzkg","type":"Image","data":{"file":{"url":"/media/images/WRvqDUVvsAsiDYmHy3NjzD.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"JJdzptLZ6c","type":"paragraph","data":{"text":"德国市场中，TEMU拥有超过1500万访客，流量市场分额超过5%。"}},{"id":"C-AFWp7slq","type":"Image","data":{"file":{"url":"/media/images/E6boHbnpGarMgAzUH5rMK7.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"7KBqZyPm1E","type":"paragraph","data":{"text":"意大利市场中，TEMU的月均访问量为1160万，正在超过排名在前列的Subito和<a href=\"https://www.cifnews.com/ebay?origin=article_word_guoyuan\" target=\"_blank\">eBay</a>。"}},{"id":"r5iNwJkMrA","type":"Image","data":{"file":{"url":"/media/images/mSStBEuBAvftcPggFniCcv.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"217RbaKJuZ","type":"paragraph","data":{"text":"西班牙市场中，TEMU的访客量与流量分额分别为390万与4%，虽然落后于全球速卖通，但仍然取得了令人印象深刻的成绩。"}},{"id":"VDLb-l6Wmh","type":"Image","data":{"file":{"url":"/media/images/SawzLRrqJDdiKBWi4RM6cf.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"RLJEghkn26","type":"paragraph","data":{"text":"荷兰市场中，TEMU与当地大型电商品牌Hema的数据表现基本持平，说明其业务在当地产生了不小的影响力。"}},{"id":"yzVByFzWYg","type":"paragraph","data":{"text":"<b>· 以英国市场为切入口，挑战市场老手并立足市场</b>"}},{"id":"whypTFaWvX","type":"Image","data":{"file":{"url":"/media/images/eftnvKnvDFF96YCyBPD8dA.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"yxAzBtVzVy","type":"paragraph","data":{"text":"在努力吸引新客户的过程中，TEMU在英国市场的点击付费广告（PPC）上的投入成本远远超过除<a href=\"https://www.cifnews.com/amazon?origin=article_word\" target=\"_blank\">亚马逊</a>以外的其他竞争对手。"}},{"id":"Z8kxETfUdy","type":"Image","data":{"file":{"url":"/media/images/jCkKgywmMGQqEPCAXCKSYW.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"UtZdusj71M","type":"paragraph","data":{"text":"英国市场中，仅安卓设备端而言，25%的安卓设备安装了TEMU的应用程序，月下载量超过120万次，2023年7月至11月的月活用户数量均突破3百万人次。令人难以置信的是，该平台应用商店的数据表现几乎没有放缓的迹象，平台参与度也保持相对稳定，平均每个用户每月约2.4次。"}},{"id":"0iJ-3Bn_WQ","type":"Image","data":{"file":{"url":"/media/images/mu2mi9rwrsMUUaRag9Wtg5.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"y_If5C3vka","type":"paragraph","data":{"text":"与此同时，TEMU在英国电商市场中的品牌力仍然较弱，尚未建立起如亚马逊与eBay的强大品牌力。"}},{"id":"JgLhNE7CGI","type":"Image","data":{"file":{"url":"/media/images/VzPcyMz4RKuhMU4WeJXnpr.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"BAQpITUhGs","type":"paragraph","data":{"text":"但值得注意的是，TEMU的直接访问量超过了英国老牌网站Currys和John Lewis，这表明该平台用户的回头客比例相对更高。"}},{"id":"lKNhCZRmuD","type":"Image","data":{"file":{"url":"/media/images/DUruS6kS2U6MM8o9Y6dg99.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"XcFbQ56BOR","type":"paragraph","data":{"text":"TEMU的用户群比购物类的应用用户更偏向老年人和女性，同时与该平台拥有重叠用户画像的电商平台也属于超低价竞争领域。例如，全球速卖通和Wish都以较长的送货时间为代价来提供超低价服务，而eBay则是以低廉的二手产品为平台特色立足于市场。"}},{"id":"irxaRxr2sL","type":"Image","data":{"file":{"url":"/media/images/4jEZb4Ms2ckiydQmZpTBkq.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"7kmASTohhx","type":"paragraph","data":{"text":"TEMU最为突出的市场表现莫过于其排在第二梯队的流量转化率，接近5%的数据表现甚至超过了Wish与全球速卖通，并且仅次于eBay与当地知名电商品牌Argos，以及全球零售巨头亚马逊。"}},{"id":"oXvxKPNRwp","type":"Image","data":{"file":{"url":"/media/images/Lmbv3W4ba7cVrm4vSmt2Ru.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"ocGXsK0ctw","type":"paragraph","data":{"text":"由此，先前已经发展了多年业务的主流电商平台，也不得不忌惮于这一新兴的外来平台，毕竟前三大零售商中超过10%的访客也正在浏览TEMU的网站。"}},{"id":"QUmAM8rzI_","type":"paragraph","data":{"text":"既然TEMU能在如此短的时间内获得了如此巨大的流量规模，随着消费者对其品牌认知度的不断提高，相信这一比例未来也只会逐渐增长。"}},{"id":"gJ3ei3hmSQ","type":"Image","data":{"file":{"url":"/media/images/XxRQhAmqxBr32xASRTWtqK.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"JqnfKOBwT4","type":"paragraph","data":{"text":"<b>· TEMU征战欧洲战略解析</b>"}},{"id":"X2eKDJqp3K","type":"paragraph","data":{"text":"TEMU之所以能取得成功，也离不开其深植于企业基因里的商业模式。TEMU建立起了一套新一代完善的C2M商业模式（Consumers to Manufacturers, 即消费者对制造商），并跑通了五位一体的流程闭环："}},{"id":"xLAPOlcCQc","type":"paragraph","data":{"text":"1、平台围绕消费者行为和痛点及时收集市场信息；"}},{"id":"V2j46_dIo8","type":"paragraph","data":{"text":"2、数据分析结果并不框限于平台团队内部，而是选择与合作的制造商免费共享；"}},{"id":"O5yhHROZ0I","type":"paragraph","data":{"text":"3、制造商从而得以精确知晓当前的消费需求，并确定应该生产的品类方向与数量；"}},{"id":"yO8Q18E5To","type":"paragraph","data":{"text":"4、该体系并非是为了粗制滥造的产品质量而生，而是为了保证更低的营销与仓储成本，从而最终将市场价格打到最低，让利给消费者；"}},{"id":"WZeexIVP6o","type":"paragraph","data":{"text":"5、消费者得到了满意的结果，从而愿意继续返回平台复购，进而产生更多新的需求信息反馈给平台，从而实现流程闭环。"}},{"id":"HDMQfGAYwM","type":"Image","data":{"file":{"url":"/media/images/gxPcbBh3qDJ4BcVC85oZAr.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"yu6UOV7mGf","type":"paragraph","data":{"text":"TEMU还将母公司拼多多的游戏元素融入到平台中，向用户提供免费商品和折扣，作为对用户提高平台参与度的奖励。"}},{"id":"RiPQf-8ffk","type":"paragraph","data":{"text":"此外，与<a href=\"https://www.cifnews.com/solution/promotion_all?origin=article_word_sm#column4\" target=\"_blank\">社媒</a>博主合作也是TEMU业务拓展的关键一环，公司为博主提供了直接注册并推广其产品的合作计划，获得奖励的同时还能不断积累粉丝。"}},{"id":"YLagM5m6wm","type":"paragraph","data":{"text":"值得注意的是，TEMU在获客方面投入大量资金。与其主要竞争对手相比，TEMU在英国市场的大部分网络流量都来自付费搜索和社交网站。"}},{"id":"WT1KSE27_i","type":"Image","data":{"file":{"url":"/media/images/mB3TnsEbeivVAcHTqkKWc9.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}}],"version":"2.22.2"}