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扫码加钉群 十万创业者 与你为伴

拼多多出海,用0.01元平替“砍一刀”

错失直播电商、本地生活赛道后,出海成了拼多多为数不多的机会。

拼多多的独立跨境平台,终于出现在众人面前。

这个9月1日上线的平台名叫Temu,官方解释是“Team up,Price Down(组队买,价格低)”,名字的由来对照国内拼多多“拼着买,才便宜”的广告词,让不少人认为这个名为Temu的平台可能也会将“拼团”和“砍一刀”的玩法copy到海外,但《晚点》报道中提及,拼多多方面暂时不会上线“砍一刀”功能。

从Temu的App与PC端来看,主要还是在“低价”和“多种商品”上做文章,供应商告诉「电商在线」,Temu要求的供货价比1688以及SHEIN都要低,不少供应商是看中新平台带来的流量才选择入驻。

市场如此关注拼多多出海,缘于其鲜有的跨境电商经验,同时第一站就选择了门槛较高、电商最发达的美国,要如何在亚马逊、1688、TikTok等平台拥挤的牌桌上卡上位,这一系列问题都需要得到答案。

不少人用来和SHEIN做对比,网上流传着拼多多高薪挖SHEIN员工的消息,但相比于前者一开始专注女装类目的策略,Temu一开始就选择了全品类,并且更注重自己白牌的供应链优势,种种迹象表明Temu更像是用SHEIN的模式去打造一个海外版的拼多多。

在拼多多2022年第二季度财报的电话会议上,CEO陈磊第一次谈到了这个出海项目,“不会去简单重复别人做过的事情,海外业务并不是一蹴而就的”。当国内市场逐渐饱和,一直努力寻找第二增长曲线的拼多多,在直播电商、本地生活赛道并没有及时跟上列车,将目光投向海外,陈磊口中的“海外业务具备创造新价值的可能性”,对于面临流量增长瓶颈的拼多多而言,是一个意料之中的选择,也是一个不得不进行的选择。

1分购平替“砍一刀”

打开Temu的PC端和App,在首页最突出的中心位置,就是新人折扣区和新人优惠券。

Temu首页推送新人7折优惠券

折扣区中,不少商品标价0.01美元还包邮,在美国留学的Aya告诉「电商在线」,之前Temu还有针对新用户的返校季活动,活动区有不少商品是免费送的。

虽然没有“砍一刀”,但Temu选择了通过用户拉新发放佣金的模式做社交裂变,在海外社交平台上,有用户表示“只要有新用户接受了我的Temu邀请,我就能获得最多50美金的佣金。”

同时,Temu选择了万圣节作为切入口,「电商在线」对比发现,亚马逊、速卖通、SHEIN和Wish等跨境平台并没有将万圣节作为主推,Temu可能是为了在话题上与其他平台形成差异化,同时又可以在国外节假日进行时间节点营销。

Temu主推万圣节活动

下滑Temu首页,会有“闪购”和“低于3.99美元”板块,可以看出Temu目前主打的是低价或者说性价比方向,0.29美元的首饰收纳盒、0.41美元的万圣节徽章和3.79美元的蓝牙耳机等都是热门商品。从热销商品和平台推荐商品来看,绝大多数商品定价都在0.09—20美元之间,平台定位是“中低端消费者”。

需要注意的是,这些看起来很低的价格并不是最终价格,新用户还可以领取七折优惠券叠加使用,最终支付的价格会比页面显示的更低。如此低价的情况下,Temu还推出了免费配送和90天内免费退货服务,吸引了不少消费者。

目前看来,Temu的品类主要集中在家居百货、女装、时尚饰品、3C数码配件、童装和办公用品等商品上。大安表示,Temu是全品类招商,但“会优先考虑拥有供应链的工厂型商家,因为这些厂家能提供更低的价格。”

Temu的商品销量排行榜

Temu也针对低价做出解释,表示自己是拼多多的姐妹公司,“与同一个全球供应商和制造商社区密切合作,以尽可能低的价格为消费者提供各种产品。”

有着大厂的背景和前期可能的流量优势,Temu对供应商的价格要求颇高。大安透露,Temu平台的供货价格比国内供货价格会更低,“选品的时候就说比1688等平台还要低10%—20%才算‘有诚意’,如果商品在SHEIN平台上有同款,那会要求价格比SHEIN更低一些。”同时,供应商只需要提供商品到广州仓库,剩下履约环节的都由Temu完成。

在平台上,点击单个商品能在详情页上方看到来自哪个供应商,消费者还可以点击店铺主页查看店铺评价和店内所有商品,选择关注店铺。记者粗略统计下,主打的家居百货类目就有将近3000个SKU和超过70位供应商,而女装类目的SKU则超过了3000个,也有超过50家供应商。

从逻辑来看,Temu与国内拼多多模式以及海外的SHEIN模式都有所不同,在突出低价货的同时也提供了关注商家的选择,类似中心式的货架电商。平台内也有一些Lenovo(联想)和Nuaturehike(挪客)这样的品牌,但绝大多数商品还是白牌商家。

naturehike(挪客)在Temu上的店铺

目前,Temu上卖得最好的是各类家居百货,在官网和App主推的也是百货类商品,而官方在Instagram上的宣发仍以时尚类为主,原因可能是时尚类的用户覆盖面广,起量快,有助于新App通过用户的传播,更容易触达到Temu想要瞄准的年轻和下沉市场人群以及圈层,时尚产品也容易通过海外社交平台种草再达成成交。

而在家居百货商品上,Temu则采用了不同的宣传手法,有小红书的海外用户表示自己曾收到过Temu的推广需求,而宣传也是需要突出“低价”和“百货品类”。

用SHEIN的模式做Wish

此前,有不少人将Temu与SHEIN做对比,综合来看两者的相同点确实很多。

1. 在前期采用低价策略,供应商以工厂型商家为主。工厂型商家能够减少中间商环节,提供更加有优势的价格,有小红书的海外用户表示,虽然Temu目前商品种类没有SHEIN多,但在一些相同商品上的价格会比SHEIN更低;

2.买手审核制度。Temu和做全品类的SHEIN一样,会有选品寄样,而决定商品能否成功上架售卖的也是买手,平台对于商品会有质量等方面的要求,如果出现质量问题,会对商家进行罚款处理;

3.商家负责供货,没有定价权,平台负责定价和履约过程。和SHEIN一样,Temu在广州设立了仓库,商家只需要在通过选品后备货进仓库,而之后的平台内定价以及履约过程则由Temu负责。

从平台一开始就打着全品类、低价等策略看来,Temu其实和号称“美国版拼多多”的Wish更相似。

Wish的官网

Wish是一个成立于2010年的电商平台,提供低价的全品类商品,针对美国的低消费群体,商品的价格低至1美元,平台上大约有94%的卖家来自中国。2020年12月16日,Wish母公司在纳斯达克成功上市,Wish也成为仅次于亚马逊和eBay的美国第三大电商平台。

但在2021年,Wish的营收下跌20.7%,月活用户也在持续下跌,从2020月活超过1亿一路下跌到2022年月活2700万。营收和流量下滑的主要原因就是产品的质量与安全问题,消费者信任度下降。

Wish逐渐被消费者抛弃,但前期的成功让大家看到了欧美下沉市场的潜力。

Attest的《2022年美国消费者趋势报告》显示,32%的美国人说目前在支出上“比较谨慎”,16%则表示目前在支出上“非常谨慎”,也就是有总共有49%的美国人在选择在支出上保持谨慎态度,对于更加低价的商品兴趣会更高。

这也能从而美国本土的“1元店”Dollar tree(美元树)和中国跨境电商SHEIN的发展看出:主打1美元价格的美元树有着食品、装饰品、家居用品、宠物用品等百货,在美国已经拥有1.59万家门店,在2021年利润达到了13.42亿美元。主打低价快时尚的SHEIN,2020年收入较2019年同比增长250%,突破了100亿美元大关,而在2022上半年,开始全品类布局的SHEIN销售额达到了160亿美元,同比增长50%。

Temu采用SHEIN的模式做Wish和线上Dollar tree,用买手审核制度以及国内仓库统一发货,其实在一定程度上确保平台生态发展,避免了Wish的情况发生。

跨境出海,拼多多的最优解?

拼多多做跨境不是第一次。创始人黄峥此前创业就与跨境有关,这次选择美国作为出海的第一站,而不是选择其他电商出海选择的东南亚,也有着自己的考量,或者说这是一个不得不做的选择:

从拼多多2020年Q2财报开始,月活人数季度环比呈下降趋势,在国内流量触顶,开始经营存量用户的情况下,国外下沉市场或许尚存机会,拼多多选择跨境出海更像是一个不得不去做的选择,想要去寻找新的增量。

黄峥创立的JJ'S House

2010年,黄峥创立了跨境婚纱电商品牌JJ'S House,并在之后成为了全球最大的婚纱电商。2018年成立的“欧洲拼多多”VOVA也和拼多多有着千丝万缕的联系。《晚点》的报道中提及,一位VOVA员工称,公司管理层曾在2018年初传达一个设想:VOVA三年左右超过Wish,之后拼多多将收购VOVA,成为类似阿里速卖通的拼多多国际电商部门。可见拼多多早已开始布局跨境电商,这次的Temu不是试水或者玩票,更像是一个深思熟虑的长线选择。

选择美国,是因为电商市场规模大,用户较为成熟。美国商务部数据显示,过去一年,美国的电商销售额达到9750亿美元,已经成为了仅次于中国的第二大电商市场。而Attest研究表明,37%的美国人总是在网上购物,30%的美国人选择经常在网上和线下购物,购物习惯更倾向于互联网,而美国的下沉市场也还没有跑出一个电商巨头。

67%美国人习惯online(网上购物)

当国内各大电商都在寻找第二增长曲线,阿里布局了阿里云,京东则在物流和供应链上发力,而拼多多陆续错过了直播电商和本地生活的时机,跨境已经是为数不多的好赛道,同时避开各大电商布局的东南亚,美国市场反而可能成为拼多多更好的选择。

只是,曾经的低价、白牌供应链、社交裂变玩法,在文化、消费习惯各不相同的海外,经验没法简单复制。

不少跨境商家都表示,相比于国内用户习惯在App上浏览下单,国外消费者更倾向于选择PC端在网页下单,不少跨境商家都有建立自己的独立站,Temu的App并不占据优势。

跨境电商经过了几年的推广红利期,现在平台与网红的推广费用都在升高,刚刚成立的Temu还需要大范围的推广宣传,招聘平台显示,Temu还在招聘海外KOL媒介运营,需要拥有海外投放宣发经验的员工。

同时,Temu主要还是广州仓发货,物流时效不确定,相比之下,SHEIN已经准备在美国境内建立货仓,计划将物流速度缩短到3—4天。

洛杉矶的lily下单了一分钱新人福利,因为“缺货”被砍单,但是她发现Temu还在售卖相关产品,询问客服部分商品的相关信息时,也能感受到客服响应速度较慢,一些问题未能给出明确回复。

“可能就是人手不太够忙不过来,我们了解到的就是现在买手、招商经理和客服都还在招聘。”大安表示。

在不同的环境下,拼多多姐妹版Temu此时选择出海,选择“低价”作为自己的茅尖。只是在亚马逊、SHEIN、速卖通和其他各个独立站都开始关注下沉市场,加入下沉市场的全品类竞争时,Temu能否在美国继续跑通拼多多模式,需要时间去印证。