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** 007 of the brand world
Author 007 of the brand world
This feels like an ordinary student in the class who has never been taken seriously, and it is shocking to get the top spot in the college entrance examination all of a sudden.
Ali and Jingdong, the top students in everyone's eyes, haven't reacted yet, and Pinduoduo seems to have killed everything with low prices. At that time, even Ma Yun couldn't help but admire: congratulations to Pinduoduo for its decision-making, implementation and efforts in the past few years.
Source: Sina Technology.
In many critical articles, everyone mentioned that the rise of Pinduoduo is a low-price victory and an inevitable result of consumption downgrade, but is it really that simple?
Data may answer the question.
According to data from the National Bureau of Statistics, in November this year, the total retail sales of consumer goods reached 4,250.5 billion yuan, a year-on-year increase of 101%, such data does not look like the result of consumption downgrade and sluggish consumption.
In the 8 years since its establishment, Pinduoduo's performance has soared year after year, and it has already proved its strength.
In fact,The secret of Pinduoduo surpassing Ali and reaching the top is never cheap, but the focus on "users".
Although people always say that "consumer-centric" and "user is God", there are very few things that can really be done.
It just so happens that Pinduoduo is one of them.
Originally, the birth of Pinduoduo was called"Social commerce".Through the form of grouping, the "user" is used as the connection point to achieve its own fission development.
Users have reaped benefits, and the platform has reaped users.
This was Pinduoduo's first glimpse into the power of focusing on "users".
Later, Pinduoduo became bigger and bigger until it surpassed Ali today, which is to truly realize the "user" as the core, which is the fundamental secret of Pinduoduo.
A comparison will show thatPinduoduo is like a "clear stream" in many e-commerce platforms
From search to ordering, Pinduoduo has the shortest and simplest process among mainstream e-commerce platforms, and it is also the platform with the fewest bells and whistles on the page.
Source: Pinduoduo.
What's the point?
For users, the shortest path means extreme efficiency, no need to choose payment methods, red envelopes and other other things, it is enough to click and buy what users want.
Compared with other e-commerce platforms, all kinds of full reduction rules, all kinds of messy coupons, payment coupons, all kinds of deposits, final payments, pre-sale rhythms, a meal of bells and whistles, in the end, the consumer's brain will go down, and it may not be possible to have Pinduoduo cheap.
So only when you use Pinduoduo will you find that its experience is only 8 words: simple and rough, indulgent and silky.
And it works.
The above mentioned is just the pre-sales experience of users when they use Pinduoduo, and after the sale, PinduoduoIn focusing on the "user", it has achieved the extreme
At the beginning, in order to expand the category, Pinduoduo opened tens of billions of subsidies, and all kinds of big-name electronic products are often much cheaper than their peers, and measures such as fake one compensation and ten compensation have also been introduced.
Although in the end, Pinduoduo was also criticized for the phenomenon of "fidelity but not newness", but this situation is more caused by the pursuit of interests on the merchant side, rather than the pursuit of the platform.
In terms of low-priced goods, users have no burden in Pinduoduo.
Although Pinduoduo has been criticized for "cutting a knife", various activities are always short of a penny, a gold coin, a diamond, and even "refund only" to suck the blood of merchants, etc., but if you don't pay attention to these activities, just use him as an ordinary e-commerce platform, you will find that Pinduoduo's tolerance of users is simply too outrageous.
If the merchant is slow to deliver the goods, Pinduoduo will take the initiative to apologize to you and send you a threshold-free couponIf there is a problem with the product, the user will not make it too difficult for the merchant to return the product after sale, because the platform almost unconditionally stands in the user's position;Even for some low-priced products, users suffer losses and are difficult to sell due to various reasons, Pinduoduo can directly provide you with unconditional "refund only" service.
In a word, Pinduoduo has thoroughly kneaded the phrase "customer is God" into the blood.
Of course, for e-commerce platforms, the relationship between users, merchants, and platforms is more like a balance issue, and how to balance the relationship between the three has always been pursued by platforms in the past.
But Pinduoduo is different, from the very beginning, Pinduoduo made it a multiple-choice question, and chose to stand on the side of consumers and chose to focus on "users" in a very extreme way.
In other words, when shopping on the Pinduoduo platform, merchants sell goods, but Pinduoduo sells services, and consumers buy with confidence.
This is the core secret of Pinduoduo.
This model of Pinduoduo is actually very similar to a supermarket.
That is:Fat Donglai
Whether it is Pinduoduo or Fat Donglai, they have put users in a very high position.
How tall exactly?It's so high that it's the best of the best.
Shopping in Fat Donglai, if there is a problem with the goods, consumers will return and exchange the goods within 365 days.
If you are not satisfied with the goods, you will be refunded;
Buy a watermelon and eat half of it and feel that it is not sweet, and I will give you a refund;
Even if you watch a movie and think it's too bad, you can get a 50% refund on the ticket price. If it weren't for the other 50% to be handed over to the theater, Fat Donglai would be eager to return all of them to consumers.
And before the sale, if you find that Fat Donglai does not have the goods you want, you can also register, and Fat Donglai can give you a separate piece back, just to meet your needs.
Source: Internet.
In fact, this is just a microcosm of Fat Donglai's service, but it is enough to make many peers ashamed.
For Pinduoduo and Fat Donglai, focusing so much on "users" is to give users an experience that exceeds expectations and gives users a sense of certainty.
So look at it now, Pinduoduo and Fat Donglai, one is low and the other is **, but why are they both equally popular, even to the point of being out of the circle?
The core reason is not at all, not in consumption downgrading or upgrading, but in putting consumers first and truly focusing on "users", which is enough.
So it's still the same sentence,The secret of Pinduoduo is never cheap
Have you ever used Pinduoduo?What do you think of Pinduoduo's shopping experience?Everyone is welcome to discuss and exchange in the message area