Known for its deep discounts and viral marketing, the online marketplace has fallen afoul of regulators for threatening the livelihoods of local vendors
off the back of an eye-catching and often absurdly cheap range of products, but those cut-price tactics have met increasing roadblocks as it seeks to conquer new markets in south-east Asia.
Poom Chotikavan, director of operations at Taksa Toys in Thailand, has struggled to find a local manufacturer to make children’s toys because so many suppliers have gone out of business. Nearly 2,000 Thai factories across all industries Temu’s Chinese equivalent, Pinduoduo, has operated since 2015, with the global platform launching in the US in 2022 and sweeping European markets the following year. Temu has been expanding its presence in south-east Asia, starting with the Philippines and Malaysia in 2023 then Thailand, Brunei and Vietnam this year.
“In China, the growth is stagnant compared to 2010s and yet it’s very competitive, so players need to find other avenues to grow overseas markets,” he said. “The products are getting way cheaper, but the quality is quite decent,” he said. “It’s mind-blowing how cheap it is.”
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