Chinese online shopping platform Temu, operated by PDD Holdings, is currently under scrutiny in South Korea for its aggressive marketing tactics that have garnered both attention and criticism.
Temu's marketing tactics have raised eyebrows as it offers discounts of up to 90%, free one-time returns within 90 days, and rewards in the form of credits and freebies.
To unlock benefits such as credits and freebies, users must invite a specified number of friends, creating a viral loop that expands Temu's user base.
the platform has experienced exponential growth, with the number of Korean subscribers soaring from 520,000 in August to 5.7 million in January, according to WiseApp, a mobile market research firm.
Temu's popularity is further fueled by young Korean consumers in their 20s and 30s who share unboxing photos and videos on platforms like YouTube and other social networks.
Temu faces competition from AliExpress, Alibaba's counterpart, which entered the Korean market in 2018. Both platforms have strengthened their presence by offering unbeatable low prices
aggressive marketing has undoubtedly contributed to its rapid growth .The platform's strategies, including generous incentives and a referral program, have drawn attention to the challenges