On 21 June, Temu, the Chinese electric power company platform, announced that it would officially open entry applications to local Japanese traders, furthering a strategic and significant upgrade in the Japanese market. Previously, Temu had encouraged an invitation system in Japan, allowing only some of the best sellers to stay. Today, any commercial clothing registered in Japan and in stock applies to open a store on Temu platform to sell goods.
Temu was launched in more than 2022, rapidly sweeping the global market with low-price strategies and a wide range of commodities. By 2025, Temu had entered 77 countries and territories and achieved rapid growth through the “half-hosting model” in Japan and Korea. This opening up to local Japanese traders is a key step in Temu’s strategy to deepen localization.
Temu ‘ s open-entry policy provided new marketing channels for Japanese SMEs. Businesses can reach millions of potential consumers on the Temu platform by completing a simple registration process and submitting business readiness and inventory information. By bringing in local traders, Temu can provide goods that are more in line with Japanese consumer preferences, such as local foods, fashionable clothing and household goods, thus increasing user experience and platform appeal.
According to CNET Japan and JCNNET, Temu aims to compete with Amazon Japan and Lotte through indigenousized goods and low-price strategies. Temu’s “no-location” policy is more attractive than the high logistics costs of Amazon and the complex commission structure of Lotte. However, the Amazon and Lotte have been working in the Japanese market for many years, with a mature logistics network and brand awareness, and Temu needs a sustained operation to close the gap.
Temu ‘ s strategic initiative is building the Japanese electrician ecology, providing more options for home-grown businesses and consumers. Temu’s opening-up not only created business opportunities for indigenous Japanese enterprises, but also created new poles for Chinese electric operators to go to sea. In the future, Temu plans to expand indigenous networks in Japan and to launch more indigenous marketing activities to consolidate market positions.
