The Strategy Behind Temu’s Rapid Rise

If you caught the Super Bowl over the weekend, chances are you saw at least one ad for Temu. Since the China-backed company launched in the U.S. in September 2022, it’s been pouring money into marketing—Temu was the fifth-largest digital advertising spender in the final three months of 2023. It’s trying to become the go-to place for Americans to buy cheap goods online. But can it overcome its more established rivals? WSJ reporter Shen Lu tells host Alex Ossola about Temu’s marketing strategy, and whether it’s paying off.

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If you caught the Super Bowl over the weekend, chances are you saw at least one ad for Temu. Since the China-backed company launched in the U.S. in September 2022, it’s been pouring money into marketing—Temu was the fifth-largest digital advertising spender in the final three months of 2023. It’s trying to become the go-to place for Americans to buy cheap goods online. But can it overcome its more established rivals? WSJ reporter Shen Lu tells host Alex Ossola about Temu’s marketing strategy, and whether it’s paying off.

Learn more about your ad choices. Visit megaphone.fm/adchoices