Through the advantages of social communication, price stimulation and gamification experience, Pinduoduo fits the sinking market, finds the vacuum of low-tier cities in the red sea of e-commerce, and also brings a different shopping experience to the people in the Fifth Ring Road. Pinduoduo has seen a rapid rise in the number of users since its launch, and GMV has soared along the way. By the end of 2018, the number of annual active buyers had surpassed that of JD.com, which surprised many people and sparked discussions about consumption downgrades. When China's economy continues to grow and has become the largest luxury goods market for three consecutive years, when there are endless discussions about consumption upgrades,
why is the dark horse that advocates cheap and affordable Pinduoduo? This analysis report is based on Pinduoduo's three product cores: price stimulation, social communication, and gamification experience. 1. Product introduction Pinduoduo is a mobile e-commerce APP whose core function is to provide users with cost-effective products and an interactive shopping phone number list experience. Users can purchase goods at lower prices by initiating orders with friends, family members, etc., and enjoy various preferential activities such as spikes in the APP, haggling, and signing in to receive red envelopes. 2. Industry background 1. The user scale of the mobile shopping industry has grown rapidly According to the "2018 E-commerce Industry Research Report" released by
Aurora Big Data, the user scale and penetration rate of the mobile shopping industry have grown rapidly in the past year, with an increase of 200 million users and a penetration rate of more than 10 percentage points. 2. Internet penetration in urban and rural areas continues to increase According to CNNIC's "43rd Statistical Report on Internet Development in China in 2019", as of December 2018, the Internet penetration rate in my country's urban areas was 74.6%, an increase of 3.6 percentage points from the end of 2017; the Internet penetration rate in rural areas was 38.4% %, an increase of 3.0 percentage points from the end of 2017. In addition, starting from 2015 and 2016, smartphones have rapidly spread to third- and fourth-tier cities and below. 3. E-commerce