In recent years, people's attitude towards Pinduoduo has undergone a 180-degree change. From an e-commerce dealer who has been criticized for rampant counterfeit goods, to an e-commerce giant who has given tens of billions of subsidies to make people call the real fragrance, Pinduoduo is becoming a popular In addition to Taobao and JD.com, another e-commerce shopping option.
There is a saying in the Internet industry that "under Tencent, no grass grows", which means that under the shroud of giants, it is difficult for small companies to emerge and compete with giants.
It is hard to imagine that Pinduoduo can rely on social fission to get out of its own e-commerce path under the situation that the e-commerce giant Alibaba is almost monopolizing the industry. When 5G technology is about to mature, Alibaba Group, which has been established for 21 years in 1999, is facing the competition. Since its establishment in 2015, Pinduoduo has only been established for 6 years. Ali’s status has been shaken. This must be closely related to Pinduoduo’s strategic layout and service experience. Therefore, I put the fifth analysis object on Pinduoduo.
1. What kind of software is Pinduoduo?
Let’s start with the conclusion. Pinduoduo is an e-commerce platform that relies on data, aims to acquire new traffic, uses ultra-low-priced commodities and rebates as elements, and connects the supply chain and users.
Teacher Liang Ning said in "Selection Mode: Different Objectives, Different Elements":
To build a pattern is to build a system, and any system consists of three building blocks: goals, elements, and connections. I think it will be clearer to define Pinduoduo from a system perspective.
1. Objectives and elements
Pinduoduo, Taobao and even JD.com seem to be e-commerce platforms from the terminal, and they all sell goods online, no different. However, due to the different goals and core elements of the three, and different models are adopted, the results obtained will be different.
In 2015, the year Pinduoduo was born, the entire Internet e-commerce business was already divided into two parts of Taobao and Jingdong. As a rising star, Pinduoduo, under the shadow of the two Internet giants, chose to acquire new traffic and expand wildly. Mainly focus on three angles:
Pinduoduo has seized the opportunity of “social fission”, an extreme mode of dissemination after WeChat was established. In the past, it was difficult for a thing to be spread to tens of thousands or even tens of millions of people in one day, but WeChat can do it, and Pinduoduo Make it the ultimate.
Pinduoduo has several elements in its core operations: speed, ultra-low price, and fission propagation. The superposition of these elements has country email list formed the user's perception of Pinduoduo: Pinduoduo has overwhelming promotion advertisements, ultra-low-priced product discounts, and various group rebate activities.
Pinduoduo's connection model is based on user growth. Teacher Liang Ning talked about four modes in "30 Lectures on Growth Thinking", namely connector mode, integration mode, traffic mode and product middle-end mode.
Pinduoduo started out as a connector model and made it very light. By providing the function of live shopping and shopping, it has become a connector between bringing goods on the shelves and looking for discount users. When more users are settled in Pinduoduo, Pinduoduo will become a new traffic platform.