Internet Marketing Case Study Pinduodou 拼多多

Transcript:Internet Marketing Case Study Pinduodou 拼多多:
Internet Marketing Case Study Pinduodou 拼多多 https://www.pinduoduo.com Presenters: Eldon Li Course: Internet Marketing Department of IM, CCU 2022/02/21 Source: https://en.wikipedia.org/wiki/Pinduoduo & https://productmint.com/pinduoduo-business-model-how-does-pinduoduo-make-money/ Agenda Introduction 1 History 2 Corporate Governance 3 Business Model 4 Social Commerce 5 Agriculture 6 Consumer to Manufacturer 7 Investments and Partnerships 8 Controversial News 9 Intellectual Property Concerns 10 Revenue Growth 11 References 1-2 ©2022 Introduction Pinduodou is the largest agriculture-focused technology platform in China.[2][3][4][5] It has created a platform that connects farmers and distributors with consumers directly through its interactive shopping experience. In 2019, nearly 12 million farmers supplied their fruits and vegetables to Pinduoduo users.[6] It has pioneered several new trends including social commerce,[7] and consumer-to-manufacturer (C2M)."[8] As of December 31, 2020, Pinduoduo has generated RMB 1.67 trillion (USD $262 billion) gross merchandise value (GMV) in the last twelve months.[9] The number of average monthly active users reached 724.6 million in the 1st quarter of 2021.[10] For the 12 months ending on June 30, 2021, Pinduoduo's annual active buyers reached 849.9 million.[11] 1-3 ©2022 1. History Founded in 2015, Pinduoduo is one of the fastest-growing tech companies in the world.[12] In Q1 2017, the company ended its online direct sales model of acquiring fresh produce and other perishables from suppliers to sell to consumers, and transitioned to purely providing online marketplace services to third-party merchants across more categories. According to Pinduoduo Inc.'s July 2018 prospectus, this change from a first-party to a third-party marked the start of explosive growth for Pinduoduo.[13] In July 2018, Pinduoduo was listed on the Nasdaq with the ticker, PDD.[14] Pinduoduo then launched its New Brand Initiative in December 2018, which aimed to support factories and manufacturers in developing their own brands. In April 2019, Duo Duo Farm was introduced, an integrated program to equip farmers with skills like e-commerce, finance, business operations and online marketing that they need to be able to sell online. Duo Duo Live was launched in December 2019 as a livestreaming feature available for merchants to better promote their wares.[15] Duo Duo Grocery, a next-day, click-and-collect grocery service, was rolled out in August 2020, as a response to the changing consumer needs for buying groceries in the wake of the COVID-19 pandemic.[16][17] In 2019, Pinduoduo has a net deficit of 8.54 billion yuan (~1.32B USD).[18][19][20] In 2020, Pinduoduo has a net deficit of 7.18 billion yuan (~1.11B USD).[21][22][23] 1-4 ©2022 2. Corporate Governance As of