The rise of Pinduoduo proves that in "The Innovator's Dilemma", the best strategy for facing competition from giants is differentiated entry and disruptive innovation. At the same time, it also allows everyone to discover the needs and business value of e-commerce segmented users.
What this article wants to talk about is the inspiration brought by the rise of Pinduoduo, as well as thinking about the latecomers.
1) The moat of a shopping platform country email list should be efficiency
The core role of a trading platform is to play an intermediary role. How to match the supply and demand of sellers and buyers is always the core problem to be solved by the platform.
The ideal state is of course what buyers want. After entering the platform, you can directly select the most suitable products for sellers according to buyers' preferences. Taobao has a marginal effect that the segmented shopping demand is difficult to meet due to the increase in the price of the merchant's side traffic. Users need to spend a lot of time finding the most suitable products, and various shopping sharing apps and segmented shopping apps have also been born.
2) Huge commercial potential of vertical consumption scenarios
Consumers are always the most savvy. In the future, consumer demand will be more multi-dimensional and vertical. Home appliances go to JD.com, books go to Dangdang, restaurants go to Dangdang, and consumer goods go to Duoduo.
3) People's needs are multi-dimensional, but the ultimate price-performance ratio is in line with the pursuit of most people
The shopping habits of the same person in different periods will be different. The story that Pinduoduo is telling is to educate elderly users who "have no online shopping habits", but the shopping habits of elderly users are likely to change, so special prices are not a profitable growth method. Cost-effectiveness is the platform label that latecomers should create; the tens of billions of subsidies were born in this context. High subsidies for specific products not only brought Pinduoduo's price advantage in high-customer unit-price products, but also attracted High net worth users with stronger payment ability.
Therefore, only the low price will not be really fragrant, and the user will feel the ultimate cost-effectiveness.
The following is a product analysis of Pinduoduo and Jingxi, which are specifically aimed at sinking market applications:
1. Market analysis and comparison
In the competitive environment of increasing customer acquisition costs in the e-commerce market, social e-commerce, as an innovative business model, has more and more participants and competitors in this track; From Xiaohongshu to Dewu, from Pinduoduo to Jingxi, dark horses have appeared in front of people one after another, shaking the existing e-commerce landscape.
It can be seen that various shopping platforms tend to be homogenous in functional applications. For example, everyone has live broadcasts, gamification, and content communities, but they differ in functional experience and development focus.