摩根士丹利：Temu 调查：进一步下滑

Investment Rating - Industry view is rated as "In-Line" [6] - Specific company view is rated as "Attractive" [15] Core Insights - Demand for Temu continues to decline, with household purchases at a record low and purchase expectations trailing competitors [2][4] - The removal of the de minimis exemption and high China tariff rates have significantly impacted engagement with Temu [2] - Dollar Stores are expected to benefit from Temu's market share loss, with a hypothetical 30% decline in US sales potentially representing ~$5 billion in market share being transferred to Dollar Stores and other retailers [2] - Temu's US GMV is projected to compound over the next several years, reaching approximately $39 billion by 2030, with profitability expected in 2025 [2] Summary by Sections Consumer Survey Data - Approximately 18% of respondents reported shopping on Temu in the past three months, marking a record low since the survey began in September 2023 [4][9] - Net purchase frequency expectations for Temu are at -25% in June 2025, the lowest among tracked retailers [12] - Web traffic and visitor trends for Temu have shown a significant drop, with traffic down 81% and visitors down 78% compared to March [16] App Performance - Temu app downloads and monthly active users (MAUs) have continued to decline, with downloads down 85% year-over-year and MAUs at approximately 49% of peak levels [17][20] Competitive Landscape - Shopper overlap ratios for Dollar Stores have declined, indicating that Temu's competitive threat is waning [21] - BURL and TJX have seen increases in customer overlap with Temu, while ROST has experienced a decline, suggesting a shift in market dynamics [24][27]