How long has it been since you opened **
Once upon a time, in the most glorious years, its name was even given a verb usage. Ma Yun's personal charm and Alipay's safe transaction mechanism shaped ** into the most popular shopping platform in China at that time. However, as long as there is a market, competition is inevitable. With the rise of platforms such as Pinduoduo and JD.com, they have jointly shaped the three-legged pattern of China's e-commerce market by virtue of their unique advantages, with Ali occupying the majority, JD.com second, and Pinduoduo at the bottom.
Three years ago, Alibaba's market capitalization was as high as $860 billion, and it was among the world's top 10 Internet technology companies, competing with top technology groups such as Amazon, Microsoft, and Facebook. But three years have passed, Ali's market value has been falling endlessly, and it is impossible to compare with Pinduoduo at the worst, after all, Ali also has cloud computing, Tmall International, rookie station, ** business and other trump cards, what I never expected is that Ali's market value and Pinduoduo passed by, and was finally overtaken by Pinduoduo.
On November 30, Pinduoduo***403%, with a total market capitalization of $195.9 billion. On the same day, Ali ** rose slightly by 025%, with a market capitalization of $190.7 billion!Previously, when the market value of Pinduoduo approached Alibaba, Ali's internal employees sighed: The once despised slash may become the big brother of the e-commerce industry. Now that the dust has settled, Pinduoduo has officially become the e-commerce company with the highest market value in China.
In my opinion, the reason for this phenomenon is only because Huang Zheng, the founder of Pinduoduo, took these three steps correctly:
First, the brand is successful. Regardless of ** or Pinduoduo, they have also encountered a market crisis of counterfeit and shoddy. In order to solve this problem, Ali launched Tmall, which will tilt more platform resources to Tmall while helping merchants take the brand route. However, a large number of merchants lack money and traffic, and cannot enter the Tmall platform, and even if they are qualified, they are unable to promote their products, resulting in many merchants pouring into Pinduoduo.
Jingdong has always been a high-end brand route, focusing on self-sufficiency in order to control quality control, from commodity procurement, self-management to logistics, all of which are left to themselves. However, the energy was limited, and then JD.com slowly began to take the route of an open platform, attracting a large number of merchants to settle in. In this process, Ali relied on its resource advantages to engage in "two-choice-one" monopolistic competition, that is, if you choose Ali, you can't choose JD.com, and JD.com sued Ali for unfair competition, and the supervision of Ali's top-level punishment for the monopoly of two choices, so that a large number of brands got rid of restrictions and pounced on Pinduoduo.
The so-called big fish eat small fish, good coins eliminate bad coins, and a large number of brand direct stores poured in, which finally made Pinduoduo's branding successful.
Second, the low-price strategy, which is the core of the core of the business war. I believe that many netizens have found that some brand models, taking the iPhone in the digital field as an example, while taking the "brand" route, they also provide users with a subsidy activity of grabbing red envelopes on the "hour", and finally, it is more cost-effective than similar products on other platforms. The low-price strategy just caters to the current demand for reverse consumption, although the profit is not much, but the overall scale is huge, and the sales volume is regarded as the main position.
Third, the internationalization route. When domestic traffic and users tend to be saturated, Pinduoduo continues the domestic "cut a knife" gameplay, and replicates the overseas version of Pinduoduo temu in overseas markets, and this "cut a knife" model in the United States and the domestic market, like a viral crazy spread, the same continuation of the "low price strategy" is addicted to many young consumer groups.
In the overseas market, Pinduoduo also has an extremely close partner of J&T Express, the world's leading logistics operator, which has laid a solid foundation for Pinduoduo's international route. It is precisely in this way that the overseas version of Pinduoduo was launched in 47 countries in a year, opening the "hurricane" mode in many places around the world, and the overseas GMV has risen in a straight line.
Nowadays, whether in the field of domestic or cross-border e-commerce, the competition between platforms has become fierce, and in order to attract users and traffic, various strategies have emerged one after another. However, consumers have become numb to this, and simple, direct, and money-saving methods can capture the hearts of consumers more than cumbersome routines.