Temu, a cross-border e-commerce platform under the Chinese tech giant Pinduoduo, paused its Google ad campaigns in December last year, leading to a significant drop in its app store rankings. The platform's position on the Apple App Store plummeted from second to nineteenth, attracting considerable attention. As a rapidly growing e-commerce platform, Temu's market performance has been closely watched. Launched in the United States in September 2022, Temu quickly gained a substantial user base. The platform's success was driven by its low prices and a wide variety of products, which enabled it to make a notable market breakthrough in a short period. However, the decision to halt Google ad campaigns in December has had a direct and significant impact on user acquisition and market presence. Google ads are a critical channel for many apps and e-commerce platforms to attract new users. After Temu's ad pause, the rate of user acquisition noticeably slowed. Data reveals that downloads dropped by about 30% in the weeks following the cessation of Google ads. Meanwhile, Temu's competitors continued to invest in advertising, which further marginalized its position in the competitive market. Despite the drop in rankings, Temu remains committed to exploring alternative growth strategies. The company has increased its investment in market activities and focused on enhancing user experience. According to Pinduoduo, the pause in ad spending was intended to reassess and refine the advertising strategy, ensuring that resources are used more effectively. The belief is that through targeted marketing efforts and positive user word-of-mouth, the platform can recover and even improve its market performance. Temu's success in the Chinese market provides valuable insights for its international expansion. In China, Pinduoduo has thrived by leveraging a unique social shopping model and a strong emphasis on cost-effectiveness, attracting a massive user base. Temu aims to replicate this success in the global market, but it faces a more complex and diverse set of challenges. The short-term impact of the ad pause on Temu's performance is evident, but the company is optimistic about the future. Plans are already in motion to introduce new advertising strategies and market activities in the coming months, with the goal of reigniting growth and solidifying its position in the global e-commerce landscape. Temu is determined to become a major player in the international market, rivaling its formidable competitors.