{"id":118105,"date":"2025-05-06T11:36:06","date_gmt":"2025-05-06T09:36:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=118105"},"modified":"2025-05-06T12:49:20","modified_gmt":"2025-05-06T10:49:20","slug":"shein-en-temu-verhogen-fors-de-europese-advertentie-investeringen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/shein-en-temu-verhogen-fors-de-europese-advertentie-investeringen\/","title":{"rendered":"Shein en Temu verhogen Europese advertentie-investeringen fors"},"content":{"rendered":"\n<p>Nu invoertarieven het groeipotentieel op de Amerikaanse markt hypothekeren, richten de Chinese e-commerceplatforms <strong>Shein<\/strong> en <strong>Temu<\/strong> hun pijlen op Europa. Ze hebben alvast hun advertentie-uitgaven fors opgetrokken.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategische bocht<\/h2>\n\n\n\n<p>In april hebben zowel Temu als Shein de uitgaven voor digitale advertenties in Europa fors verhoogd. De stijging is het meest uitgesproken in Frankrijk en het Verenigd Koninkrijk, waar Temu zijn advertentie-uitgaven met respectievelijk&nbsp;115% en 20%&nbsp;verhoogde. Shein verhoogde zijn uitgaven dan weer met respectievelijk&nbsp;45% en&nbsp;100%. Tegelijk <a href=\"https:\/\/www.reuters.com\/business\/media-telecom\/shein-temu-ramp-up-advertising-uk-france-us-tariffs-hit-2025-05-05\/\" target=\"_blank\">daalden de reclame-investeringen<\/a> van beide platforms op sociale media in de Verenigde Staten, blijkt uit cijfers van marktonderzoeker Sensor Tower waarover Reuters bericht.<\/p>\n\n\n\n<p>De strategische bocht van Shein en Temu is te verklaren door het gewijzigde handelsbeleid van de Amerikaanse regering. President Donald Trump schrapte met ingang van 2&nbsp;mei de handelsvrijstelling waarmee pakketten met een waarde van minder dan 800&nbsp;dollar voorheen belastingvrij het land konden binnenkomen: die vrijstelling was een belangrijke succesfactor voor de Chinese platforms. Bovendien is er de dreiging van bijzonder hoge invoertarieven.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Focus op Europa en Brazili\u00eb<\/h2>\n\n\n\n<p>Daarom beperken de e-commercespelers zich nu tot het behouden van bestaande klanten in de VS en wordt het werven van nieuwe klanten in Europa een prioriteit. Het aantal downloads van Shein is in het VK met&nbsp;25% gestegen vergeleken met een maand eerder, bij Temu gaat het zelfs om meer dan een verdubbeling. Toch steeg het aantal dagelijkse actieve gebruikers van Shein in het VK slechts met&nbsp;5% en van Temu met&nbsp;10%.<\/p>\n\n\n\n<p>Niet alleen Europa wordt een belangrijker wingewest voor Shein en Temu: ook in Brazili\u00eb stegen de marketinginvesteringen van beide retailers fors. Shein verhoogde de Braziliaanse advertentie-uitgaven met&nbsp;140%, wellicht als reactie op de toegenomen concurrentie met Temu, dat in juni vorig jaar in het land van start ging en in april 800&nbsp;keer hogere reclame-uitgaven liet noteren dan een jaar eerder.<\/p>\n\n\n\n<p>Door de grote onzekerheid over de Amerikaanse tarieven zou Shein overigens zijn geplande beursgang voorlopig weer afblazen.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nu invoertarieven het groeipotentieel op de Amerikaanse markt hypothekeren, richten de Chinese e-commerceplatforms Shein en Temu hun pijlen op Europa. Ze hebben alvast hun advertentie-uitgaven fors opgetrokken.<\/p>\n","protected":false},"author":3,"featured_media":118106,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15],"tags":[],"people":[],"extra":[43],"company":[571,1259],"topic":[198,488],"region":[],"class_list":["post-118105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","extra-plus","company-shein","company-temu","topic-e-commerce","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Shein en Temu verhogen Europese advertentie-investeringen fors - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Nu invoertarieven het groeipotentieel op de Amerikaanse 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