Analysis:Black Friday: online marketing costs jump in bidding war with Temu and Shein

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Analysis:Black Friday: online marketing costs jump in bidding war with Temu and Shein - Channel News Asia

Quick Summary:

LONDON : Heavy online marketing spending by Temu and Shein is making it more costly for other retailers and brands to reach shoppers on Black Friday, marketing and industry experts say, with both platforms bidding heavily on search keywords used by competitors.

"I've seen many brands really start to think, actually, that activity maybe gets us a customer that we don't want – a customer who is trading on price only, not a high-margin customer who is coming back – and I want to invest in bringing a more targeted customer into the brand," Brookes said.

Shein has bid on keywords including "Walmart clothes", "Zara jeans", "Mango dresses", and "Nordstrom Rack shoes" in the U.S., the data showed.