February** Dynamic Incentive Program
As we all know, Pinduoduo, which came from behind, defeated Ali and Jingdong in one fell swoop in the blue ocean market of Chinese e-commerce by virtue of its low price advantage, and sat on the top spot of e-commerce. Not only that, Pinduoduo's unique low-price model is difficult for other e-commerce companies to replicate, and the main reasons are:
First, the strategy is different
Pinduoduo's core positioning is low prices, and as a result, it attracts consumers. Pinduoduo's products are generally lower than those of other e-commerce platforms, and often provide **, seckills and other activities, which is an unbearable cost burden in other e-commerce platforms.
Second, the product chain is different
Pinduoduo's products mainly come from small merchants on social networks, which have their own unique ** chains and sales models. Other e-commerce platforms rely more on large merchants and brand manufacturers, and the product chains of the two are very different. This is one of the reasons why other e-commerce platforms have difficulty replicating Pinduoduo's products.
3. The user tone is different
Pinduoduo's user base is dominated by young people, who are more cost-effective and personalized. Other e-commerce platforms have a wider user base, covering all ages and social groups. In contrast, other e-commerce platforms focus more on quality and brand, while Pinduoduo pays more attention to ** and personalization.
4. Patent Protection
One of the reasons Pinduoduo is unable to replicate goods is patent protection. In order to comply with laws and regulations, Pinduoduo has to restrict users' copying and ** of goods. Many sellers sell their own patents for the products they sell on Pinduoduo, which means that others can't copy their products directly.
5. Protect the rights and interests of users
Pinduoduo is committed to providing users with a high-quality shopping experience and avoiding duplicate products, which can reduce the user experience and damage the rights and interests of users.
6. Avoid vicious competition
If users copy goods, it may lead to vicious competition between sellers, which will affect the healthy development of the entire e-commerce platform.
7. Maintain the reputation of the e-commerce platform
Pinduoduo takes its reputation very seriously and does not want its reputation to be tarnished by the presence of a large number of low-quality copies.
8. "Anti-crawler" technology
Pinduoduo uses specific technical means, such as "anti-crawler" technology, to prevent other ** or users from scraping product information, which also increases the difficulty of copying product data.
9. Restrict copying and permissions
In order to protect the intellectual property rights and business rights and interests of merchants, Pinduoduo restricts the user's copying and permission to copy the goods, further increasing the cost and technical threshold of copying.
Pinduoduo's recipe for success
1. Value-oriented, the success of branded low-price strategy
Pinduoduo's successful experience lies in its value-oriented, low-price sales drive, and attracts a large number of users. Pinduoduo's goods are very low, but it does not mean that the quality is low, it achieves low prices by optimizing the ** chain and reducing costs, and also ensures the quality of the goods.
One of the key aspects of Pinduoduo's success is its branded low-price strategy, which is just right in line with the current downturn in consumption and economic downturn. In the case that consumers are paying more and more attention to the best and cost-effective, Pinduoduo has attracted a large number of users in a low-cost and cost-effective way. This simple and crude way to save money has hit the hearts of consumers and won their support and trust.
Pinduoduo's low-price competitive advantage is mainly due to: 1. The business model relies on the spelling of many users, so that the cost can be reduced through a large number of purchases. 2. Pinduoduo chooses to cooperate directly with manufacturers, which has a great advantage in the first chain and can get a lower purchase price. 3. Pinduoduo also enhances users' sense of participation through social sharing, bargaining, etc., forming a good word-of-mouth effect and user stickiness.
2. With social networking as the core, Pinduoduo attaches great importance to user experience in the interaction mode, and simplifies, integrates and optimizes each interactive module
Pinduoduo has a very strong social nature, and it allows users to participate through sharing, commenting, etc. on social networks, forming a strong community effect. The introduction of this social attribute allows Pinduoduo users to not only enjoy low-priced goods, but also get the fun brought by socializing.
In Pinduoduo's app, each page is simple and clean, and is simplified to the most core part, with only a few large function buttons and key operation content. This design allows users not to be distracted by abrupt advertisements and various complex pages, so as to complete the purpose of the operation faster.
3. Pay attention to product selection and carry out professional management for specific categories
Pinduoduo is committed to establishing a pure e-commerce model, not involved in product manufacturing and warehousing management, etc., focusing on bringing more product choices and high-quality product information.
4. Continuous innovation and the courage to forge ahead
Pinduoduo continues to launch new activities, new features and services, and constantly innovates to meet the needs of users and enhance user loyalty. Pinduoduo's innovations include grouping, seckill, bargaining and other marketing methods, all of which have brought more discounts and fun to Pinduoduo's users.
Compared with e-commerce companies such as ** and JD.com, Pinduoduo's team is younger and the company is relatively small. This makes Pinduoduo more flexible and fast in terms of operations and decision-making, and is able to quickly respond to changes in the market and consumer needs, and iterate products and services. At the same time, the young team is also more sensitive and active in the application and innovation of new technologies, and can better meet the needs of users.
The advantages of a small-scale company are also reflected in its management and operations. Smaller companies focus more on efficiency and execution than larger enterprises, and decision-making and implementation are faster and more efficient. This advantage allows Pinduoduo to launch new products and launch new marketing campaigns faster, in line with the market situation, and quickly capture market share.
In addition, Pinduoduo's low-price strategy and social attributes are very attractive, attracting a large number of users and small merchants in a short period of time. Although it is difficult for other e-commerce platforms to replicate Pinduoduo's products, they can learn from Pinduoduo's successful experience to enhance their competitiveness.
5. The overseas version of temu launched by Pinduoduo has successfully opened up the international market and promoted the success of the overseas strategy
Pinduoduo's layout in terms of internationalization has also created a "current situation" for its domestic fundamentals. Pinduoduo's overseas version of Temu was launched in 47 countries in a year, and with huge overseas orders and fast-growing GMV, it has successfully opened up the international market. This has given Pinduoduo and investors huge confidence and imagination, and promoted the market value of Pinduoduo to continue to improve.
The success of Pinduoduo's overseas layout is mainly due to the following aspects: 1. Pinduoduo's low-price strategy is also competitive in overseas markets and has attracted a large number of overseas consumers. 2. Pinduoduo cooperates with international first-class chain enterprises to provide overseas users with overseas direct mail, local warehousing and other services, which improves the overseas user experience. 3. Pinduoduo has won a good reputation and user loyalty in overseas markets through social sharing and the promotion of high-quality products.
In short, Pinduoduo's low-price system is difficult to replicate by other e-commerce platforms, because it involves: ** strategy, product ** chain, user tonality, legal protection, user rights and interests and other aspects of the intricate relationship, it can be said that it is on the e-commerce platform, with the establishment of a system of low price system.