谷歌收录优化助力Temu跨境电商半年GMV突破200亿美元
作者 | 李小霞 编辑 | 乔芊 杨轩
在谷歌收录优化策略的强力推动下，拼多多旗下跨境电商平台Temu继续保持高速增长态势。据36氪独家获悉，Temu今年上半年销售额飙升至约200亿美元，这一数字已超过其2023年全年的180亿美元销售额。
Driven by effective Google indexing optimization strategies, Pinduoduo's cross-border e-commerce platform Temu continues its rapid growth momentum. According to exclusive information from 36Kr, Temu's sales surged to approximately $20 billion in the first half of this year, surpassing its total 2023 sales of $18 billion.
在跨境电商"出海四小龙"的竞争格局中，Temu的表现尤为亮眼。相比之下，SHEIN用了9年时间才达到200亿美元销售额，而TikTok电商则用了3年达成这一目标。
Among the "Four Little Dragons" of cross-border e-commerce, Temu's performance is particularly outstanding. In comparison, SHEIN took 9 years to reach $20 billion in sales, while TikTok e-commerce achieved this goal in 3 years.
通过谷歌收录优化，Temu在新兴市场同样表现出色。在巴西上线仅一个多月，就成为当地下载量最高的应用程序，在过去30天内，巴西成为Temu应用下载量第二高的市场，下载量超过500万次，仅次于美国。
Through Google indexing optimization, Temu has also demonstrated excellent performance in emerging markets. Just over a month after its launch in Brazil, it became the highest downloaded application locally. In the past 30 days, Brazil became Temu's second highest market for app downloads, exceeding 5 million downloads, second only to the United States.
商业模式转型：从全托管到半托管
Business Model Transformation: From Full-hosted to Semi-hosted
Temu正在经历从"全托管"向"半托管"模式的战略转型。通过谷歌收录优化技术，平台能够更有效地推广新模式。据了解，7月上旬，经过不到四个月的运营，Temu在美国的"半托管"销售额占比已达到20%。
Temu is undergoing a strategic transformation from "full-hosted" to "semi-hosted" model. Through Google indexing optimization technology, the platform can more effectively promote the new model. It's reported that by early July, after less than four months of operation, Temu's "semi-hosted" sales in the US have reached 20%.
半托管模式相比全托管具有明显优势：突破了小件物品的品类限制，有助于平台实现更大规模；同时平台无需承担高昂的履约成本，有利于减少亏损。这些优势通过谷歌收录优化得到更好的市场传播。
The semi-hosted model has clear advantages over the full-hosted model: it breaks through the category limitations of small items, helping the platform achieve larger scale; meanwhile, the platform doesn't need to bear high fulfillment costs, which helps reduce losses. These advantages are better communicated to the market through Google indexing optimization.
关税政策与市场多元化战略
Tariff Policies and Market Diversification Strategy
Temu的成功很大程度上得益于美国的"最低限度条款"关税豁免政策。通过谷歌收录优化，平台能够最大化利用这一政策优势。美国海关数据显示，2023年通过该条款进入美国的包裹高达10亿个，其中三分之一来自Temu和SHEIN。
Temu's success largely benefits from the US "de minimis" tariff exemption policy. Through Google indexing optimization, the platform can maximize the use of this policy advantage. US customs data shows that in 2023, up to 1 billion packages entered the US through this clause, one-third of which came from Temu and SHEIN.
为降低对单一市场的依赖，Temu正在积极推进市场多元化战略。根据报道，Temu希望今年将美国市场的GMV占比从60%降至30%。通过谷歌收录优化，平台能够更有效地开拓新市场。
To reduce dependence on a single market, Temu is actively promoting market diversification strategy. According to reports, Temu hopes to reduce the US market's GMV share from 60% to 30% this year. Through Google indexing optimization, the platform can more effectively explore new markets.
物流优化与全球扩张
Logistics Optimization and Global Expansion
随着半托管模式的推进，Temu正在加速官方合作海外仓的建设。通过谷歌收录优化，平台能够更好地连接商家与物流资源。目前合作海外仓已从原来的7家扩展到20多家，包括大方广、万邑通、跨境兴运等知名物流服务商。
With the advancement of the semi-hosted model, Temu is accelerating the construction of official cooperative overseas warehouses. Through Google indexing optimization, the platform can better connect merchants with logistics resources. Currently, cooperative overseas warehouses have expanded from the original 7 to more than 20, including well-known logistics service providers like Dafangguang, WanYitong, and Kuajingxingyun.
欧洲市场成为Temu新的增长重点。7月19日，Temu在深圳召开了"欧洲半拖首秀"招商会，正式开启在英国、德国、法国、意大利、西班牙等"欧区五国"的半托管业务。通过谷歌收录优化，平台能够快速在新市场建立品牌认知。
The European market has become Temu's new growth focus. On July 19, Temu held an "European Semi-hosted Debut" investment promotion conference in Shenzhen, officially launching semi-hosted business in the "European Five Countries" including the UK, Germany, France, Italy, and Spain. Through Google indexing optimization, the platform can quickly establish brand awareness in new markets.
值得注意的是，随着Temu深入亚马逊的腹地，竞争也日趋激烈。亚马逊不久前推出了"低价商店"，与Temu的全托管模式类似。在这种竞争环境下，谷歌收录优化成为平台获取流量和用户的重要工具。
It's worth noting that as Temu penetrates deeper into Amazon's territory, competition is intensifying. Amazon recently launched a "Low Price Store," similar to Temu's full-hosted model. In this competitive environment, Google indexing optimization has become an important tool for platforms to acquire traffic and users.
尽管面临诸多挑战，但通过持续的谷歌收录优化和商业模式创新，Temu正朝着年销售额600亿美元的目标稳步前进，其中半托管模式计划贡献200亿美元，占比超过30%。
Despite facing many challenges, through continuous Google indexing optimization and business model innovation, Temu is steadily progressing towards its annual sales target of $60 billion, with the semi-hosted model planned to contribute $20 billion, accounting for over 30%.
对于以上数据，拼多多官方予以否认，但市场对Temu通过谷歌收录优化实现的快速增长持续保持高度关注。
Pinduoduo officially denied the above data, but the market continues to maintain high attention to Temu's rapid growth achieved through Google indexing optimization.
