Yana (20): “Many friends and classmates have bought from Temu, mainly because it is so cheap. I ordered items once: a perfume filler, a makeup cabinet, a jewelry cabinet, a sweater and slippers. All together that was barely 15 euros.”
“I wasn’t going to buy that much at first, but I fell for one of their tricks: if you bought for a certain amount, you got a free product. I then received fifty eyebrow combs.”
In addition to the rock bottom prices and the wide range, Temu also makes good use of compelling push messages – ‘Exceptional discount! Almost sold out!’ – and aggressive marketing tactics to entice young buyers.
Roel Gevaers (professor of transport economics & e-commerce UAntwerp): “You can earn discount vouchers if you ensure that your friends register or also buy something. In addition, Temu makes smart use of influencers who promote products: ‘Look, I bought these new shoes for only 5 euros.’”
GOOSENECK PHONE HOLDER
Including violation of your privacy!
For only 2.86 euros you can get this handy, flexible bracket with which you can clamp your phone above the bed. A dream product, because now you can quietly watch a movie before going to sleep or, even better, scroll wonderfully apathetically on Temu. Because oh, how addictive that webshop is.
Gevaers: “The Temu app contains all kinds of addictive games with which you can earn discounts. A roulette, for example. With these gamification techniques they try to keep you in the online store for as long as possible, because the more hours you spend there, the more Temu learns about your preferences.”
“When you install the app, you must accept the terms and conditions. The app will then ask for your permission a few more times. For example, to constantly track your location, but also to use your microphone and camera. All with the same goal: collecting data.”
In the Canvas program The digital dilemma we saw that the app also asks permission to install software on your phone yourself, or to spontaneously unlock the phone at night. That goes a long way, doesn’t it?
Gevaers: “That’s right. Other apps, like Google Maps and Waze, also track your location, but there it serves a clear purpose. Other web shops also collect data from their users, but this usually remains within limits, because they must comply with the strict privacy rules of the GDPR legislation. Technically, Temu must also comply with this, but in practice a Chinese app is monitored less strictly than, say, Bol.com or Coolblue.”
How bad is it that that app collects so much personal data?
Gevaers: “Temu’s parent company is said to be connected to the Chinese government, so that raises questions about espionage. Belgian government personnel are therefore no longer allowed to use the TikTok app. I wouldn’t be surprised if Temu is also banned.”
“In addition, you never know what exactly will happen to all your personal data in the future. For example, what if they combine all data with AI predictions and can thus offer interesting profiles to insurance companies? You should not underestimate what Temu can learn about you: from your favorite color to even your weight or sexual preference.”
SHAVING APRON
Sold at a loss!
Domestic annoyance: the small hairs that are left behind in and next to the sink after a shave. With these stylish shaving shorts that you stick to the mirror, that problem is a thing of the past. Super practical! And best of all: the thing only costs 1.27 euros and you don’t have to pay shipping costs. Don’t ask how it can be done, but take advantage of it!
Gevaers: “Do you want to know why it can be done so cheaply? Because Temu is willing to take huge losses. These types of companies are not very open about their financial data, but some economists calculated that Temu initially made a loss of about 25 dollars per order.”
“Right now it is more important for Temu to collect data and gain market share. The goal is to get their app on as many phones as possible. In a few years they will adjust their pricing strategy. Or maybe they have already found a good way to monetize all that data.”
And in the meantime, they price competitors out of the market.
Gevaers: “Indeed. It is particularly remarkable that Temu is involved in a bitter legal battle with its Chinese competitor Shein. Shein, which also uses aggressive sales strategies, accuses Temu of unethical business practices. Such an open feud between two Chinese giants is unprecedented.”
SPIDER SILK LAUNCHER
Safe? Unclear!
What child dreams after watching the Marvel movie Spider Man Don’t like shooting spider webs around yourself? Then this Spider Silk Launcher is the perfect gift. Technically you’re shooting rubber bullets and not spider webs, just a little kid who cares about it. Admittedly, this product is not actually from Marvel at all, but the colors look exactly the same!
Gevaers: “Temu is of course not the only online store that sells cheap imitations. A literal copy, including a counterfeit brand logo, is prohibited, but imitations are permitted to a certain extent. This does not mean that prohibited counterfeits cannot also be found on the site.”
“You sometimes hear the joke that for Chinese companies ‘copyright’ has a different meaning, namely the right to copy.”
The trade association for the European toy industry recently conducted a random check on Temu and concluded that many products pose safety risks: choking hazard, harmful substances, risk of cuts…
Gevaers: “The products on Temu come from all kinds of suppliers and web shops, so it is often unclear who is responsible for which product. Officially, Temu must respect the European health and safety requirements, but in practice not all items are CE-approved (a marking that indicates that a product complies with all EU directives, ed.).”
FUNNY WIG FOR DOG
No quality guarantee!
Well, Temu may not be the best place to buy safe products for your child, but luckily they have everything for your beloved four-legged friend too. This dog wig, for example. ‘Absolutely hilarious!’ we read in a review.
Gevaers: “Due to the lack of quality marks, you not only run safety and health risks, but the quality of many products is also poor. Quality control on Temu is very limited, if not virtually non-existent.”
“In the e-commerce world it is sometimes said, somewhat jokingly, that you can apply the one-third rule to Temu: one third of the products comply, one third no longer works after a month and one third is already broken to the consumer.”
Yana: “I still wear my slippers, I must say, but my sweater was delivered in the wrong size. I don’t actually know where it has gone now.”
JAW TRAINER
Guaranteed bad for the environment!
We could write something about the gigantic CO2-impact (many products are flown halfway around the world) or about the unclear working conditions in which the items are made, but we can also simply recommend this ‘stress ball for the face’ for 1.48 euros. Yes: grit your teeth and buy!
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