Temu is marketing heavily on the Vietnamese internet using multi-level marketing.

With attractive commissions paid to KOL/KOC for advertising and marketing, the e-commerce platform Temu has attracted tens of thousands of app installations from Vietnamese users in just a few days, even though this platform has not yet been licensed to operate in Vietnam.

Although not yet registered in Vietnam, the e-commerce platform Temu is attracting great attention from the Vietnamese online community thanks to its heavy spending on advertising and marketing - Photo: DUC THIEN

According to many unofficial statistical sources, as of October 27, Temu has attracted more than 100,000 installations in Vietnam, after only 5 days of implementing the affiliate marketing program - introducing users to receive commissions.

Meanwhile, many users complained that the product quality and delivery time of this platform are not as advertised.

Many groups and associations promote Temu

Continuously share tutorial articles and provide information about the floor. Temu For the past few days, Ms. Ngoc Linh (Binh Thanh District, Ho Chi Minh City) excitedly said: "The floor has paid nearly 5 million VND in commission."

Ms. Linh continues to share and update the latest information about Temu on her personal Facebook page, TikTok, as well as on groups and forums with the link to install the Temu application containing her referral code. "I am aiming to earn 10 million VND in commissions," Ms. Linh said.

Ms. Linh is one of thousands of Vietnamese netizens who are participating in affiliate marketing for Temu to earn commissions. On Facebook, TikTok..., users can easily find many articles with all the information and perspectives related to Temu, along with the application installation link with the writer's referral code.

Interest in Temu on Vietnamese social networks has increased so rapidly that a series of new groups and associations have been established with the number of members ranging from tens of thousands to more than 150,000. There is even a group previously named ChatGPT - OpenAI VN that quickly changed its name to Temu VN Community to match the "trend" and easily spread the content.

According to data from SocialHeat - a social media listening platform of YouNet Media Company, from September 25 to October 25, the discussion topic about Temu attracted more than 410,000 interactions from more than 7,100 posts and 36,850 discussions on social media platforms in Vietnam.

In particular, when Temu launched its affiliate marketing program for users in Vietnam from October 22, the number of discussions about this brand skyrocketed by more than 400%, with an average of 51,300 interactions and 4,500 discussions per day for three days from October 22 to 24.

Multi-level marketing

Affiliate also became the most mentioned keyword on social networks about Temu. YouNet Media recorded that out of 10 discussions related to Temu from September 25 to October 25, 2 were related to the affiliate marketing program.

Speaking with Tuoi Tre, Mr. Doan Trong Khoi, General Director of Vimarket VN Joint Stock Company - the owner and operator of the MasOffer affiliate marketing network, said that Temu's affiliate marketing program offers high commissions for KOLs/KOCs (people with many followers online), influencers, people who publish content on websites, social networks (collectively called publishers)...

When introducing a person to download the app and successfully register to buy, the publisher will receive 150,000 VND in credit. Introducing 10 people will get 1.5 million VND, 100 people will get 15 million VND in credit... For newly registered users, this platform offers a promotion to buy many items at a 30% discount. If you buy enough quantity, you can get a discount of up to 70 - 90%...

"The program has created a huge FOMO (fear of missing out) mentality in the affiliate marketing community in Vietnam," Mr. Khoi commented. To promote the FOMO mentality of Vietnamese users, Temu created a way to pay commissions and rewards to referrers according to a ladder method.

Along with that is the top racing program for publishers, announcing the recorded commission amount of each publisher... That has created an advertising race for Temu with a widespread level in the KOL/KOC community. In addition, Temu also continuously "runs" massive advertising campaigns on Meta, Google, TikTok.

Along with that is the communication message that Temu sells cheap, rich, diverse products, big promotions... although in reality many users complain about the quality of products purchased through the Temu platform as well as the delivery time is not as fast as advertised.