Temu is the international version of Chinese e-commerce giant Pinduoduo, founded in 2015. At that time, Alibaba remained the market leader for more than a decade. However, Pinduoduo managed to overcome the competition and in 2020 deprived Alibaba of the title of the service with the largest number of online shoppers in China.
Meaning and history
In September 2022, an app that is stealthily but very quickly growing in the United States was launched. It’s called Temu. In the fall of 2022, it became the most downloaded shopping app in the US. Temu is a project of the Chinese company Pinduoduo. Today, Pinduoduo has more than 730 million monthly active users – twice the U.S. population – and the service is known for both its extremely low prices and innovative user retention tricks.
Temu’s mission is to reinvent the way users shop for fashion and home goods without getting off the couch, offering a simpler and more convenient experience. Users can browse different categories, learn about trends and new arrivals, read product reviews from other shoppers, and then place orders directly from their phones.
In September 2022, Temu launched its marketing campaign with $140 million in ad spending. Their marketing efforts target users of all ages and demographics, from teenagers using TikTok to adults who frequent the auction sections of FaceBook or eBay.
Temu also ran many other types of campaigns, such as sending seasonal coupons to existing customers to promote new products or allowing users to enter prize drawings where they could win prizes by sharing their favorite products with others.
You can find everything from clothing to kitchen items, auto parts to electronics on Temu. One thing they all have in common is that they are incredibly cheap. According to the site, 80% of orders are delivered within 10 days – on par with SheIn and slower than Amazon.
The main advantage of Temu is its great prices and lots of coupons and flash offers. There are 100 categories available, from clothing to home goods, jewelry, electronics, and even pet products.
Although the company is incorporated in Boston, most of the items sold through Temu are shipped directly from China. As a result, shipping times are very similar to standard AliExpress items: between 7 and 15 business days. However, most of them arrive in less than 10 days.
Another feature of Temu is the variety of the catalog and the ease of searching. To simplify your search, it has a search engine at the top and you can enter filters to speed up the shopping process. Among its many categories, there is everything from fashion to gardening, home, office, pets, beauty, electronics, cars, toys, and jewelry. Like other popular Asian platforms, each product has a description, reviews, and ratings from other shoppers.
What is Temu?
Temu is a young Chinese marketplace whose owners are pursuing a rather aggressive policy of expansion into international e-commerce markets and are primarily targeting Western countries. The platform was introduced in 2022 and within a few months became the most downloaded app on both iOS and Android.
In terms of visual identity, Temu uses quite a standard approach, based on an intense color palette and graphical icons, reflecting the wide assortment of goods, offered on the platform. The Temu logo looks very friendly and evokes a sense of trustworthiness.
2022 – Today
Temu logo, introduced in September 2022, is a smooth yet confident combination of white lettering and graphics, and a solid orange background. The uppercase inscription is set in a rounded sans-serif typeface, which creates a very welcoming and friendly feeling, while the four icons, located above the lettering, signify the wide range of products, one can buy through the Temu platform. The small white icons are a dress, a horse toy, a high-heeled shoe, and a bag. They all are drawn in the same style and look very modern and solid.
Font and color
The uppercase lettering from the primary Temu logo is set in a wide and bold sans-serif typeface with the rounded ends of the bars. The closest fonts to the one, used in this insignia, are, probably, Aqum Two Small Caps, or Bilya Layered Base, with some insignificant modifications.
As for the color palette of the Temu visual identity, it is based on the combination of orange and white, where orange stands for joy and happiness, and white reflects the reliability of the platform and the trustworthiness of the marketplace.