TEMU: สินค้าจีนลุกตลาดโลก (และไทย) - SME ไทยจะรอดหรือไม่?

Summary

TEMU is a Chinese shopping platform launched in September 2022 by PDD Holdings.

Its edge is prices 30 to 50% below competitors, selling direct from the factory with no intermediary, one seller per product, and unbranded goods.

For Thailand the effect is that domestic platforms have almost disappeared and SMEs face far harder competition.

Key points

1. 01

   Removing the intermediary is where the price comes from

   Most of that 30 to 50% is the margin that used to go to importers and wholesalers.

2. 02

   One seller per product changes the structure

   Unlike a marketplace where sellers compete, this platform chooses the seller for the buyer.

3. 03

   Unbranded goods is where Thai SMEs live

   The competition therefore lands on Thai producers rather than on global brands.

4. 04

   Consumers gain in the short run

   The tension is that the same people are both the buyers getting cheap goods and the producers losing the market.