Pinduoduo's development prospects:
1. Representative of the new generation e-commerce model: Pinduoduo. Since 1997, the e-commerce industry in China has gone through 20 years. Alibaba and JD.COM have become two giants, and other e-commerce platforms have chosen vertical e-commerce and other market segments to gain development space. In this fixed state, Pinduoduo has become the representative of the new generation of operation mode in the field of e-commerce by means of low price, social interaction, team, platform recommendation and reverse customization, which has shaken the industry structure.
2. Established for 3 years, it ranks among the top 3 e-commerce platforms in China. Pinduoduo was established in September, 20 15. With the explosive growth of group links in WeChat group and "magic" advertisements in variety shows, the number of active buyers has rapidly increased from 68 million in the first quarter of 20 17 to 344 million in the second quarter of 20 18. 20 18 in the first quarter, the number of active buyers in Pinduoduo was 295 million, accounting for 53% of Alibaba's, and the gap with JD.COM was less than 7 million; According to the calculation, the number of active buyers in Pinduoduo in the second quarter of 20 18 is expected to surpass JD.COM and become the second in the industry.
3. Pinduoduo's core data maintained rapid growth. GMV: The annual GMV 20141200 million yuan, and the first quarter GMV 20 18 was 66.2 billion yuan, up 66 1% year-on-year. As of June 30th, 20 18, the GMV of Pinduoduo in recent months 12 months was 262 1 100 million yuan, maintaining a rapid growth rate. MAU: in the second quarter of 2065438+08, mau in Pinduoduo reached 200 million, six times that of the same period last year. Revenue: revenue in 20 17 years17.4 billion, revenue in the first quarter of 20 18 years13.8 billion, all of which maintained a significant growth trend year-on-year. Income mainly comes from online marketing services. Monetization rate: in 20 17, the monetization rate of Pinduoduo was 1.2%, but in 20 18, Q 1 rose to 2. 1%, which was lower than that of Alibaba and JD.COM. Net profit: Pinduoduo's net loss of 20 17 was 530 million, mainly due to high sales and marketing expenses, but the net loss rate showed a narrowing trend.
The main factors of Pinduoduo's success:
1. Market space: The scale of price-sensitive consumers in low-tier cities is huge. 57% of consumers in Pinduoduo come from third-tier and below cities.
2. Marketing means: low-cost customer acquisition mode based on WeChat. 20 17, the average sales and marketing expenses of a single active buyer in Pinduoduo are 5.5 yuan, and the customer acquisition cost is low.
3. Advertising sponsorship: focus on sponsoring 13 popular variety shows to open up popularity.
4. Low-price positioning: Create low-price explosive products through C2M mode and reverse recommendation.
5. Shopping process: There are only four links from the home page to payment, which reduces the complexity of shopping.
6. Merchant service: the threshold for opening a store is low, and the traffic is inclined to small and medium-sized businesses.