A year after its Super Bowl debut in advertising, Temu, an online shopping platform backed by Chinese investors, is intensifying its efforts in its primary market with a second ad during America’s premier event and a whopping $15 million worth of coupons and giveaways.

Based in Boston and owned by PDD, the conglomerate behind the Chinese online shopping giant Pinduoduo, Temu splurged on three ads during the game and two afterward.

Although a spokesperson declined to disclose the total advertising expenditure, sources familiar with this year’s advertising sales reveal that commercials for the 2024 Super Bowl commanded higher rates than the previous year, ranging from $6.5 million to $7 million per 30-second spot aired on CBS.

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With a catchy tagline urging consumers to “shop like a billionaire,” Temu’s ad showcases an animated shopper navigating through enticing deals ranging from 99 cents to $9.99.

According to Temu’s statement, the commercial is the centerpiece of a Super Bowl campaign that includes over $15 million in coupons and giveaways.

Temu’s strategic emphasis on rapidly expanding its market share, prioritizing growth over profit margins, echoes successful tactics employed by retail giants like Amazon and Wayfair, notes Seema Shah, vice president of research and insights at market data firm Sensor Tower.

Shah emphasizes that Temu’s competitive pricing, gamified app experience, increased ad spending, extensive product assortment, and strong supplier relationships are driving its remarkable growth trajectory.

Leveraging the resources of its parent company, Temu maintains its competitive edge year-round and ensures swift product delivery, even as it expands into new markets.

Since its launch in the United States in September 2022, followed shortly by its inaugural Super Bowl ad, Temu has expanded its footprint to over 15 countries, including the United Kingdom, Mexico, Germany, and Australia.

Sensor Tower reports that Temu’s app was among the top ten most downloaded globally last year and ranked first in the United States.

The data analytics firm reveals that Temu has significantly engaged consumers, boasting 51 million monthly active users in January alone, marking a nearly 300% surge from the same month last year.

Aggressive advertising spending has propelled Temu to become the second-largest advertiser on Facebook in the final quarter of 2024, trailing only Amazon.

Temu’s disruptive impact on America’s discount retail sector has prompted shoppers to migrate from established players like Dollar General and Dollar Tree, according to Earnest Analytics.

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The upstart’s success has also buoyed the stock performance of its parent company, PDD, which reported stellar third-quarter earnings in November, surpassing analyst forecasts.

PDD’s market capitalization surpassed that of e-commerce behemoth Alibaba for the first time, prompting Alibaba’s co-founder Jack Ma to advocate for organizational reform.