So, it was less of them following a path Amazon had trod and was maintaining, and more like sneaking in a back door and trying to sell you a counterfeit purse.
But if the US and EU had been on their game, it'd of either not happened or would've at least happened much more slowly.
My feeling during my time I have spent in most lower cost of living countries including China is that people in wealthy countries regularly get ripped off on consumer goods for the mere fact that they live in a wealthy country. For many consumer goods categories they don’t gain a whole lot of additional safety or peace of mind, they’re just paying more.
Anyone who has ever gotten prescription glasses made in the markets in China realizes how badly they’re getting ripped off.
If you actually live in China you aren’t paying $30 for a hooded sweatshirt like you do when you walk into a Target store. That price would be insane, astronomical (unless you’re just wealthier and shopping specifically at a luxury or Western brand).
Let’s take an example: a Boogie Board writing pad.
At Barnes and Noble the Boogie Board Jot Kids drawing tablet is $20.99
At Temu/AliExpress, it’s $3.50 total including shipping.
I.e., it’s easy for us to say that the “Netflix without ads experience” or the “smart TV without ads/spyware” is the experience we should all have. What’s harder is putting up the money to pay for those items when you’re working a real working class job.
I can’t blame anyone for dropping even moderately priced SaaS subscriptions for vibecoded cheap/free alternatives. I’ve done it myself: for example, why is every notes app with a decent feature set and collaborative functionality that is outside the Apple/Google ecosystem $5-10/month? That should cost $5/year.
TEMU only exists because they simply neglected quality of their products which their competitors were required by law to have. And then they were not punished for it as they should have been.
In other words, TEMU only exists because Europe has turned into a deregulated neo-liberal paradise.
TEMU and Shein just kind of took it and ran with it by shipping $5 shirts en masse.
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This also only really happened because China's whole export oriented policy relies on keeping workers underpaid via capital control. Workers get their bank accounts at uncompetitive rates and that capital is used to fund manufacturing expansion. The normal thing that happens as a country gets richer is that workers earn more, start buying more of their domestic surplus and their export advantage goes away. However, the current thinking promoted by Xi is that consumption is just capitalist decadence, and so Chinese consumers can't buy the ever increasing goods surplus even if they wanted to. And China is also dealing with internal deflation now due to the massive confidence shock after the property bust.
We do not live in that world. We live in a world where Europe went fully neo-liberal as soon as the threat of communism was over. And the results were companies taking full advantage of labor markets with abhorrent lack of labor protections.
European regulators and politicians could have done something about this, and decided not to. And so we have TEMU.