Temu two cross-border e-commerce unicorn TEMU Chinese Chinese unicorn TEMUHein has recently been unable to fight for the market share of the US market.
The legal offensive and defensive war between TEMU and Hipyin
Hitchin led the first shot in December 2022, and filed a lawsuit with TEMU in the Federal Regional Court of Illinois, USA, accusing TEMU signing a contract to sign a contract to sign a contract to sign a contract to sign a contract to sign a contract to sign a contract to sign a contract.Social media Internet celebrities allowed them to make "false and deception statements" to Xiyin while promoting Temu's official website (Temu.com), and made villarly remarks to Higou.
Hipyin also accused TEMU as having to open three fake Twitter accounts in the name of Hipin, claiming that this is the account number of Higin's newly opened, but when the user clicks the link issued by these accounts, it will be taken to Temu to TEMUOfficial website or application.Hipyin also pointed out that Temu stole the Higong trademark and put a false advertisement on the TEMU official website.Trademarks are put on false advertisements on TEMU's official website.(Reuters)
The first legal offensive and defensive war has not been fought. TEMU filed an antitrust lawsuit to Xiyin in the Federal Regional Court of Boston in the United States on July 14 this year.
TEMU accused Higong's use of market dominance forces to force about 8,338 Chinese clothing manufacturers to sign an exclusive agreement with Xiyin to prevent these manufacturers from cooperating with TEMU and provide products to sellers on the TEMU or TEMU platform, and threatened to be right.Those manufacturers who cooperate with TEMU to pay fines and other punishments.
TEMU also accused Hitchin's notice of sending false infringements to try to get TEMU off the shelves.Temu said that some clothing manufacturers also asked TEMU to withdraw their products in order to appease Xiyin.
TEMU said in an interview with MIT science and technology comments that the company has maintained great restraint for a long time and did not take legal operations.It can take legal measures to defend their rights, the rights of businesses who do business on TEMU, and the right to buy reasonable price products.
Higo said inquiring in the inquiry of the United Zaobao recently: "We think that this lawsuit is not legal, and we will actively defend themselves."
At the same time, the two companies also tear up for workers and suppliers in China, so that they can continue to list cheap products and attract American consumers who prefer cheap goods.
The Chinese unicorn in the emergence of the US Army
Hipyin and Temu have experienced similar experiences.The e -commerce market has emerged.
Hitchin landed in the US market in 2017, and quickly swept the United States at a low -priced fast fashion product.A year of sales of $ 1 billion in sales in a year, increased by 10 times to $ 10 billion in just three years; the number of monthly active users of Higin also increased from 2.88 million violence in January 2021 to January 2022.7.5 million.
Hipyin landed in the United States in 2017 to the United StatesThe market, with low price fast fashion products, quickly swept the United States.(Reuters)
Statista data shows that from March 2020 to March 2022, Herchi's share in the US market increased from 18%to 40%, more than doubled.According to the global unicorn list released by the Hurun Research Institute in the middle of 2022, Xiyin also ranked the fifth largest unicorn company in the world with a market value of RMB 400 billion (approximately S $ 74.4 billion).Heyin also boasted Haikou to investors at the time. The company's goal was to achieve a revenue of $ 58.5 billion in 2025.
But the good times are not very often. After Temu entered the US market last September, Higin's highlights were quickly interrupted.
TEMU is an e -commerce platform under the overseas market under the Chinese e -commerce giant Pinduoduo. It also focuses on the low price strategy as Higin. The difference is that the price of TEMU is constantly bottoming out.Shoes and hat accessories products, daily home products with no more than $ 10, and women's clothing products with prices between 3 and $ 20.Compared with the price of similar products, the price of TEMU is only 53%to 80%of Higin.
In addition to the price of no lower limit, TEMU also forms the promotional effect of "one pass, ten, hundreds, and thousands of passage" by promoting activities such as new rewards, cutting a knife,increase.
Temu surpassed Amazon, Wal -Mart and other applications in just one month in the United States, and appeared on the top of the Google Play shopping download list.As of the end of January this year, Temu's global download volume was close to 20 million times, of which North America accounted for more than 90%.
Temu's accelerated running also brought a lot of impact on Hicin.Earnest Analytics data shows that since TEMU entered the US market, Higin's market share in the United States has been eaten by TEMU.Until June this year, TEMU has seized the 51%market share of Higin.
Although TEMU and Herchi started their home furnishings and fast fashion products, both sides are trying to attack each other’s hinterland, which leads to the more intense competition.Be a deadly opponent.
Dilute the Chinese bloodline but cannot be separated from China.
In order to eliminate the doubts of the US government, TEMU and Xiyin have continuously worked hard to dilute their Chinese colors for many years.
I hope that Xiyin, who hopes to go public in the United States, relocated the headquarters from Nanjing to Singapore last year, and changed the holding subject to Singapore.Boston, delete all the contents of TEMU on the official website.
However, the reason why TEMU and Highery can rise in the US market depend on the killer of cheap products.To continue to sell goods at low prices without affecting profits, it is inseparable from China's cheap manpower and supply chain.
As an e -commerce platform, Temu and Xiyin do not have special factory production products. Instead, they linked third -party merchants to the platform. Merchants send the goods to the platform warehouse to participate in subsequent marketing and after -sales service by the platform.
Compared with other countries, China's labor, materials, transportation costs, etc. are relatively cheap. Therefore, for many years, Higo and TEMU have chosen to cultivate the supply chain in China.However, with the increasing competition between cross -border e -commerce, it is difficult for suppliers to fight.
Hipyin has signed a subcontracting contract with thousands of Chinese suppliers. Some suppliers said that the biggest advantage of Xiyin is the short product listing cycle and high efficiency.In order to maintain the supply chain advantage in the competition with TEMU, Higin signed a strategic cooperation agreement with China Southern Airlines Logistics in July last year to vigorously expand the development of warehousing resources. At the same time, it also invested hundreds of millions of yuan to expand the factory of the supplier community.
TEMU is adopted price barriers, and tried to continue the market share of Xiyin through the low price advantage. To this end, TEMU has to hold the core price control in the cooperation with the supplier, but this also becomes theTEMU is most criticized.
Many suppliers believe that TEMU's move is essentialTerminate the cooperative relationship at will at a cheaper supplier.
China ’s low labor and supply chain created a huge profit space for TEMU and Higiyin, so it is not difficult to understand that TEMU and Xiyin even set up lawsuits in order to keep this killer.This reflects that although TEMU and Xiyin are trying to dilute their "blood" in China, the fact is that they strongly rely on the Chinese supply chain.
March this year this year this year this year this year this yearDressing clothes for Greek.(Internet)
The U.S. politicians are jealous
Just as Temu and Hipyin tear up for the US market share, some American politicians are staring at these twoThe rise of Chinese unicorn in the United States.
The House of Representatives of the United States in June this year, whether the supply chain of the two companies involved an investigation report on forced labor, saying that TEMU and Higo used legal vulnerabilities to avoid the US import tariffs and the source of product supply chain sources.
The report states that more than 30%of the two e -commerce sales to the United States use a small amount of parcels to avoid US customs review. Among them, TEMU also avoided small sales to avoid the relevant U.S. forced Uighurs to prevent the Uighur from the United States.The supply chain review of the Labor Law not only violates the law to export Xinjiang products, but also has suspected forced labor.
In addition, members of Western countries such as the United States are also pressured to Higin, asking Higherin to respond to whether to purchase cotton from Xinjiang, China.
At the time of the voices of the "de -risk" of the supply chain in the United States, the practice of TEMU and Xiyin's bright card may not be wise, especially the two e -commerce unicorn beasts in the US marketThe rise and their dependence on China's supply chain are already a reality that it is difficult for American hawks politicians to ignore. Maybe these bullets will return to them one day.
