---
title: "BREAKINGVIEWS-Temu is spending like a billionaire"
description: "Chinese shopping app Temu is spending heavily on advertising to become America's e-commerce leader, while benefiting US companies like Meta Platforms. However, Amazon faces increased competition from "
type: "news"
locale: "en"
url: "https://longbridge.com/en/news/107869658.md"
published_at: "2024-02-12T18:01:21.000Z"
---

# BREAKINGVIEWS-Temu is spending like a billionaire

> Chinese shopping app Temu is spending heavily on advertising to become America's e-commerce leader, while benefiting US companies like Meta Platforms. However, Amazon faces increased competition from Chinese retailers and is reducing fees to fend off antitrust complaints. Temu's aggressive spending and Chinese competition will intensify Amazon's efforts to improve retail operating margins.

(The author is a Reuters Breakingviews columnist. The opinions expressed are their own.)

NEW YORK, Feb 12 (Reuters Breakingviews) - Temu is spending like a billionaire to become America’s e-commerce champion, leaving winners and losers in its wake.

The popular shopping app from China’s Pinduoduo (PDD.O) aired commercials during the National Football League’s grand finale, the Super Bowl, on Sunday. Bernstein analysts reckon Temu directed over $1 billion to advertising last year outside the Asia-Pacific region. Relative to consumer goods giant Procter & Gamble (PG.N) , which spent about 5% of its overall top line according to consulting firm Madison and Wall, it’s a massive advertiser.

U.S. companies that depend on commercial spending, like Meta Platforms (META.O) , are being saved by Chinese retailers like Temu and Shein. They represented 10% of Meta’s revenue last year, the Facebook owner said. And as the social media firm takes on competitors with China-based parents, like TikTok, the ammunition should help.

Amazon.com (AMZN.O) is a different story. It reduced fees it charges merchants recently, putting up to $350 million of revenue at risk from lowered take rates, according to Bernstein. That helps it fend off antitrust complaints. But given the company led by Andy Jassy is trying to make strides with its retail operating margins, which hit a slim 2.5% last year, Chinese competition will only intensify his efforts.(By Jennifer Saba)

Follow @Breakingviews on X

Capital Calls – More concise insights on global finance:

L’Oréal is best-equipped to navigate China risk

Dai-ichi’s win brings Japan’s M&A hopes to life

Adyen takes gradual route to regaining tech crown

Maersk will struggle to fix leaky boat

SoftBank’s new focus gives it strong tailwinds

(Editing by Lauren Silva Laughlin and Aditya Sriwatsav)

### Related Stocks

- [PDD.US - PDD](https://longbridge.com/en/quote/PDD.US.md)
- [META.US - Meta Platforms](https://longbridge.com/en/quote/META.US.md)
- [AMZN.US - Amazon](https://longbridge.com/en/quote/AMZN.US.md)

## Related News & Research

| Title | Description | URL |
|-------|-------------|-----|
| 机构 “最超配” 闪迪，“最低配” 英伟达 | 据摩根士丹利最新的统计：“机构对美国大型科技股的低配程度是 17 年来最大的” 相比 2025 年 Q4 的标普 500 指数权重，“$NVDA 仍然是机构低配程度最大的大型科技股，其次是苹果、微软、亚马逊和博通，而存储巨头闪迪则是 “最超 | [Link](https://longbridge.com/en/news/276289765.md) |
| 沃尔玛四季度财报超预期但盈利指引不及预期，CEO 称 “美国低收入家庭只能勉强维持生计” | 沃尔玛 Q4 营收超预期，新财年盈利指引（每股 2.75-2.85 美元）远低于市场预期的 2.96 美元，显示通胀压力下消费者支出不确定性犹存，拖累股价下跌 1.38%。财报印证 K 型” 分化：高收入家庭驱动增长，低收入群体 “钱包吃紧 | [Link](https://longbridge.com/en/news/276398633.md) |
| 缺电、缺水、缺人还抢地！美国数据中心建设狂潮面临阻力 | 科技巨头掀起的数据中心基建狂潮正遭遇严峻 “现实墙”：从电网容量、水资源瓶颈到技术工人短缺，执行风险急剧上升。亚马逊等巨头以惊人高价抢地，直接挤压住宅开发，甚至斥资 7 亿美元购入原定建房的地块。这场资源竞赛不仅推高了运营成本，更可能拖累  | [Link](https://longbridge.com/en/news/276290793.md) |
| 为 AI 交易 “背书”！OpenAI 正敲定新一轮融资：以 8300 亿美元估值募资高达 1000 亿美元 | OpenAI 正以 8300 亿美元估值推进新一轮融资，目标筹集 1000 亿美元。软银拟领投 300 亿美元，亚马逊和英伟达可能各投 500 亿及 300 亿美元，微软拟投数十亿美元。本轮融资是 OpenAI 自去年秋季公司制改革以来的首 | [Link](https://longbridge.com/en/news/276298180.md) |
| 亚马逊年度营收首超沃尔玛，零售双雄加码 AI 竞赛 | 亚马逊取代沃尔玛，成为年营收最高的公司。沃尔玛周四公布，其最近一个财年的年度营收为 7132 亿美元，这略低于亚马逊的 7169 亿美元。两家公司在人工智能领域采取了不同的策略：亚马逊大幅加大了对人工智能的投资，而沃尔玛则更依赖技术合作伙伴 | [Link](https://longbridge.com/en/news/276384959.md) |

---

> **Disclaimer**: This article is for reference only and does not constitute any investment advice.