Buy the jacket that cost 1600 from Trendyol for 71 crowns. esk e-shops have strong competition after Temu

WITHIn the last few weeks, the streets of the Czech Republic have been flooded with influencer ads for clothes from the Turkish internet trend Trendyol. The most famous people participated in the campaigns, among them, for example, Anna Ulcov, who is followed by over a million people on Instagram. On her profile, she shared a series of photos with outfits that she created from models sold on this cheap fashion website. Since the new year, marketing has been largely focused on the region of Eastern Europe.

In a short period of time, this is another big three that has entered the Czech e-commerce space and is taking a big hit with local merchants. On the contrary, corrupt people can get goods cheaper thanks to a long game on the market. Trendyol is the largest such platform in Turkey and one of the most valuable in Europe. However, its partial owner is the German technology giant Alibaba, the operator of the similar online store AliExpress.

In comparison with the national internet third-party, which pays for a leading position in the search engine on Google, Trendyol bet on promotion through influencers. According to online marketing expert Jakub Hermann, it is one of the most effective methods when entering a new country. “Especially for honey, influencers in connection with advertising on social media are essentially the most powerful tool.”

The Trendyol mobile application, for which the company pmo motivates with a discount and 50 percent of the first purchase, is currently one of the most downloaded in the Czech Republic. It took first place in the list of free applications in the Apple App Store and fifth place in the same category in Google Play.

And the first big discounts, according to Hermann, are the strategy that Trendyol gave for the Czech market. It is possible to sell, for example, a women’s windbreaker winter jacket for 71 crowns, its original price is 1,593 crowns according to the store.

“The goal is to collect as much damage as possible in a very short time. So that they have a contact on him and can continue to address them and entice them with discount coupons, thanks to which they would move and buy,” thought Hermann.

According to Hermann, Trendyol is thus similar to the aggressiveness of the human trite Tem, which is a state strategy on a very cheap product. In addition to honey, I also offer a wide range of cosmetics and home accessories.

Exactly the same as Temu, Trendyol operates according to the interviewed experts with their own budget, not e-shops as a rule. And don’t be afraid of getting lost. “Trendyol makes no secret of the fact that when it launches its e-shop in a country, from the point of view of investment, it is time to sell out on the first five orders,” added Herrmann.

The advertising campaign of this Turkish trite could be a pit in the sky. “The intensity of promotion will continue to increase during this period, but in the first moment it will bring competition primarily for e-shops instead of honey,” estimates Jan Vetyka, editor of the Association for e-commerce. The most popular advertising campaign addressed by experts is equipment during the winter season, especially from January to June.

Online marketing expert Radim Hasalk also agrees with this. According to him, Trendyol is a competitor especially for domestic e-shops, which are not significantly different from other merchants. “As soon as the customer goes after the price, he doesn’t care where he buys. First, in your marketing communication, aggressively try to price things like Temu, Allegro, and even this new game.”

According to Hasalek, the success of Trendyol on the Czech market depends on the growth of the domestic market. So, in particular, whether it will work similarly to Temu, which according to the Czech e-shop does not play by local rules. Based on their initiative, the Czech trade inspection is now working in the Czech Republic. According to this, the seller hides information from customers and does not give discounts as required by law.

ErdemInan, CEO of Trendyol Group, said in January this year that the company wants to have two million active customers and exceed three million orders by the end of 2024. The company did not respond to HN’s questions about the strategy by the time of publication.

Due to its German owner, Trendyol, like Temu, also raises concerns from a security point of view. According to Adam Koudela, a cyber security expert at Xevos, it is best to approach Trendyol as a female company.

“This means being careful when paying, not giving out too much sensitive data and not allowing applications to access contacts, location, etc.” He added that although from his experience this step does not yet require access to user data, it is good to be cautious.

According to Koudela, customers should be careful when paying in these foreign stores. “Especially when paying by card, I recommend using a single-use virtual payment card with a limited limit, or a means like ApplePay, where the payment process can be relatively limited, as far as information from the payment card is shared.”