![]() New buying teams have 24 hours to form, or it’s no deal. The shopper can even record an audio message about the product. For the latter, the shopper would share a link on social media sites, encouraging her friends and family to get the deal, too. To get the team discount, a Pinduoduo shopper may either join an existing buying team or create a new team. One is a buy-it-by-yourself (or individual) price. When she views a product on Pinduoduo, a consumer is shown two prices. Leverage Customer RelationshipsĪ key part of Pinduoduo’s success is team shopping. ![]() Using what it learned in the agricultural industry, Pinduoduo moved into more product categories. Farmers get a good price, perhaps even better without their many distribution partners, plus a “large, predictable, and aggregated demand” for their products. The garlic sold for about 76 percent less than in a grocery store. This C2M model gives consumers desirable produce, like garlic, at a low price. The sale generated 47,000 orders for more than 165 metric tonnes or about 364,000 pounds of garlic in a single day. In 2018, it held a one-day “Pin Agricultural Goods” event in China’s Hebei province. In China, as in most nations, there can be several layers of distribution between the farmer growing garlic, for example, and the grocery store in a mid-sized city. Pinduoduo started with a lightweight form of C2M for the produce market. ![]() The industry is changing rapidly, and consumers are leading the way. Here the insight is that retail is not static. Second, Pinduoduo has embraced the consumer-to-manufacturer (C2M) model, which uses the company’s platform and artificial intelligence algorithms to drive product development, product selection, and mass-customization at relatively low prices. Like a social media feed, Pinduoduo shows shoppers products it thinks they will like instead of just letting them search on their own. It provides access to key products such as fresh produce. It offers team discounts when shoppers can gather a group of friends to purchase products collectively. To this end, Pinduoduo includes games on its platform. Video can't be loaded because JavaScript is disabled: What is Pinduoduo? | Official App Explainer () So why can’t shopping online be just as fun and interactive?” asked Pinduoduo’s English-language explainer video. “Shopping in real life is interactive because whether you’re grabbing the essentials or perusing the latest trends, you’re bound to interact with others, discover surprises, and maybe even enjoy some entertainment. Rather than competing directly with what Pinduoduo has described as “search-based” ecommerce sites, the company took a more social approach focused on customer behavior and the trend in China toward a consumer-to-manufacturer retail model.įirst, in terms of consumer behavior, Pinduoduo is effectively social commerce. Pinduoduo now has more active users than Alibaba’s brands, although less revenue. And yet, five years later, Pinduoduo is defying expectations,” wrote Anu Hariharan and Nic Dardenne for start-up accelerator Y Combinator. During that same year, JD and Taobao generated a combined $433 billion of gross merchandise value. ![]() Two major ecommerce platforms, JD and Alibaba sub-brands Taobao-TMall, dominated online commerce in China, much like Amazon dominates in the U.S. “When Pinduoduo launched in 2015, there was little room for a new commerce platform in China. Pinduoduo’s incredible growth may provide some insights into the future of ecommerce. At the end of 2020, the five-year-old Chinese shopping app Pinduoduo had 788.4 million users and more than $9 billion in annual revenue. ![]()
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