If you tuned into the Super Bowl on Sunday, you were bombarded with no fewer than three ads (plus more before and after the game) urging you to “shop like a billionaire.” That was part of a hyper-aggressive marketing campaign by Chinese e-commerce retailer Temu to conquer the North American market.
Why it matters: Temu’s big spending marketing blitz — one 30-second Super Bowl ad spot was selling for US$7 million, and Temu had six — is unprecedented, and its sheer scale is disrupting both retail and ad markets in North America.