Jill Brinsdon: brand strategist explains the mysterious takeover of Temu - Heather du Plessis-Allan Drive

Chinese e-commerce firm Temu has been taking the world of online retail by storm.

The retailer's 'shop like a billionaire' campaign reflects their too-good-to-be true prices and deals promoted to consumers on social media- and beyond.

Brand strategist Jill Brinsdon says Temu's targeting bargain hunters, and they seem determined to sweep the competition. 

"It's quite a classic strategy, Chemist Warehouse has come to New Zealand and done a similar thing. You have to have big pockets, then you come in and you're the loss-leader- and you clean up the market."

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