Temu has resumed direct shipping from China to the US following a temporary truce over tariffs, which has also influenced its advertising strategies.
Resumption of Temu’s Shipping
Temu has restarted sending goods directly from Chinese factories to the US, increasing advertising spending in the country. This move took place after Washington and Beijing reached a temporary agreement on tariffs imposed by the Trump administration. Direct shipments had been paused in May as the company adjusted to the new trade environment.
Impact of Tariff Truce on Marketing
The increase in Temu’s marketing expenses in the US is also linked to the temporary alleviation of tariffs on Chinese products. After cutting advertising spending during trade disputes, the company expects ad budgets to return to first-quarter levels. This reflects the impact of the truce on low-cost goods exports.
Temu’s Logistics and Real Sales Value
Temu is enhancing its logistics infrastructure for direct delivery to the US to reduce dependence on third-party firms. This will allow the company to manage delivery and customs processes more efficiently. However, reports from Chinese suppliers vary: some note increased sales, while others indicate a slow recovery in demand in the US.
Topics related to tariffs and logistics remain crucial for companies like Temu. The resumption of direct shipping and increased marketing expenditures indicate that the company is adapting to market changes.
