How worried should Amazon be about Shein and Temu
“Shop like a billionaire.” With that enticing slogan Temu touted itself to Americans watching the Super Bowl on February 11th. Football fans had been treated to a similar advert from the e-commerce company at last year’s event. But this time the message was hammered home. In all, Temu’s ad played five times. That won’t have been cheap. A 30-second slot during this year’s Super Bowl cost around $7 million. JPMorgan Chase, a bank, reckons the company will spend $3bn on marketing this year, up from $1.7bn in 2023.
“像亿万富翁一样购物。”用这个诱人的口号,Temu向2月11日观看超级碗的美国人推销自己。 在去年的活动中,球迷们也看到了这家电商公司的类似广告。 但这一次,这一信息被多次强调。 Temu的广告总共播放了五次。 这可不便宜。 在今年的超级碗期间,30秒的时段成本大约需要700万美元。 摩根大通银行估计,该公司今年将在营销上花费30亿美元,高于2023年的17亿美元。
entice 诱惑(v.)
slogan 口号(n.)
toute 吹捧,推销(v.)
e-commerce 同e-business 电子商务(n.)
hammer 敲打,锤击,强行灌输,拼命干(v.)
in all 总共
slot (名单、日程安排或广播节目表中的)位置,时间,机会;狭槽;(投放或插入东西的)窄缝,扁口(n.)
reckon 估计,计算,认为(v.)
Temu, based in Boston, is an offshoot of Pinduoduo, a Chinese e-commerce firm. It is attempting to replicate the success of Shein, a Chinese fast-fashion seller, which shot to success in America in 2021 helped by clever marketing and ultra-low prices. In their bid to win over American shoppers the duo are spending so lavishly on digital ads that their footprints show up in big tech companies’ earnings. On February 1st Susan Li, the chief financial officer of Meta, a social-media giant, said that Chinese advertisers contributed 10% of her firm’s revenue last year and five percentage points to its worldwide revenue growth. In November Josh Silverman, the boss of Etsy, an online marketplace for artisan knick-knacks, blamed Temu and Shein for pushing up the price of digital advertising.
总部位于波士顿的Temu是中国电子商务公司拼多多的一个分支。 它试图复制中国快时尚销售商Shein的成功, 得益于巧妙的营销和超低的价格,Shein公司于2021年在美国大获成功。 为了赢得美国购物者的青睐,这两家公司在数字广告上的花费如此之大,以至于他们的足迹显示在大型科技公司的收益中。 2月1日,社交媒体巨头Meta的首席财务官苏珊·李, 表示,中国广告商去年为公司贡献了10%的收入,为其全球收入增长贡献了5个百分点。 去年11月,在线手工小摆设市场Etsy的老板乔希·西尔弗曼, 指责Temu和Shein推高了数字广告的价格。
offshoot 分支,分流,衍生物(n.)
sttempt 努力,尝试,试图(v.)
replicate 复制(v.)
fashion 时尚,时尚界(n.)
shoot 开枪,射击,极速移动(v.)
clever 聪明(adj.)
ultralow 超低
bid 出价,喊价,努力,尝试(n.)
duo 二位(n.)
lavishly 丰富的,浪费的(adv.)
footprint 足迹(n.)
earning 收益,财务报表?(n.)
January – 一月
February – 二月
March – 三月
April – 四月
May – 五月
June – 六月
July – 七月
August – 八月
September – 九月
October – 十月
November – 十一月
December – 十二月
chief 首要的,主要的(adj.)领袖,首领(n.)
financial 财务的,金融的(adj.)财务状况(n.)
advertiser 广告商(n.)
contribute 贡献、捐献(v.)
revenue 收入(n.)
percentage 百分比,百分率(n.)
artisan 工匠,技工(n.)
knick-knack 小装饰品,小摆设(n.)
blame 责备(v.)
push up 推高、突出
All that spending has bought some brand recognition. Last year Temu was the most downloaded app in America, Britain, France and Germany, according to Business of Apps, a research firm. Shein is already a shopping sensation among American teenagers. But can the firms win over American shoppers en masse?
所有这些支出已经赢得了一些品牌认知度。 根据研究公司Business of Apps的数据,去年Temu是美国、英国、法国和德国下载量最大的应用程序。 Shein已经在美国青少年中引起了购物轰动。 但是,这些公司能赢得美国消费者的一致好感吗?
bring-brought-brought
buy-bought-bought
sensation 引起轰动的人或事,感知,总体感觉(n.)
masse 挫杆(n.)