Pinduoduo has always relied on sinking the market and social e-commerce to create a world, abruptly to gain a foothold in the e-commerce circle. Pinduoduo wanted to go high-end but hit a wall all the way. Now Pinduoduo launches the Xiaohongshu version of the grass planting applet "Duo Duo Bi You" will it be a perfect jump?
In April this year, Pinduoduo launched the "DuoDuoBiu" mini program on the social platform WeChat, focusing on high-quality shopping. However, the current WeChat search for Duo Duo Bi You shows that the name is "dazzling" after the rename. In addition, a "trend" small program that focuses on trendy social networking has also been added. Now Pinduoduo holds Duo Duo Bi You in one hand, and the trendy social scene in the other.
Duoduo Biyou carries Pinduoduo's heart for change
After entering the dazzling public account, the author found two small programs, dazzling trend and dazzling good goods.
Dazzling Goods is more like Duo Duo Bi You just changed its name. After clicking to enter, it is divided into four columns: homepage, circle, shopping cart and personal center. And the products recommended on the homepage are all branded products and most of them have participated in tens of billions of subsidies or have genuine insurance. This is already different from the original Pinduoduo.
The second is that the "circle" column is basically the same as Xiaohongshu. The grass combination of pictures and articles may be in the testing stage. Currently, only pictures and texts are seen, not videos.
I think the most distinctive feature is the "shopping cart". The products in the shopping cart can be selected and shared with friends for reference. This approach is not only convenient for consumers, but also a good promotion for dazzling.
The other is the dazzling trend, this small program is likely to be launched after the previous "high tide" of the main trend community merged into the dazzling. Compared with the combination of dazzling, good products, grass, and social e-commerce, the dazzling trend is more like a social platform. Currently, there is no product information on the platform, and it is a circle of young people such as products and life.
Does this mean Pinduoduo wants to completely own a social circle of young people? But how to distinguish Xiaohongshu and how to accurately position himself will be a big problem on the social road of Pinduoduo.
The name change from Duoduo Biyou to dazzling, as well as dazzling good products and dazzling trends are all a big migration in the direction of Pinduoduo. Pinduoduo's desire for high-end and youthfulness is clearly revealed.
Is it better to be eye-catching on the WeChat applet or the Pinduoduo APP?
Pinduoduo is regarded as a popular level in the field of e-commerce. In several major e-commerce platforms, the number of users is gradually increasing. With such a high user base, why does Pinduoduo not focus on the Pinduoduo APP, but on WeChat How to do it on a small program? The following points may be considered.
First, Pinduoduo launched the Dazzling platform mainly for high-end, which is not in line with the current positioning of Pinduoduo. Therefore, the Dazzling platform in the WeChat applet is distinguished from Pinduoduo itself, which will help Pinduoduo to get rid of the "bad" brand. Label to create a new brand image.
Second, the current traffic of Pinduoduo mainly relies on the sinking market, but the sinking market of Pinduoduo has basically been occupied, and the traffic that can be brought from Pinduoduo is no longer enough, so I want to develop WeChat social traffic. After all, Pinduoduo had a lot of back then. Users are all mined from WeChat, and Pinduoduo opens user groups through WeChat, which is a bit like a copy of the past. It's just that the user group is different this time.
Third, in this year's Pinduoduo's various operations on the eye-catching, it can be vaguely seen that after Pinduoduo's name change, suspension of operations, and splitting, the positioning and overall direction of the grass planting platform is not very firm. Therefore, rashly operating on the Pinduoduo APP is not good for Pinduoduo as a whole.
Finally, due to the low cost of WeChat applet testing and strong social attributes, Pinduoduo is a good place to test the waters.
In order to tear off the "low" cargo label, Pinduoduo embarked on a dream journey
In order to realize the high-end dream, Pinduoduo has started various attempts in the past two years. Pinduoduo’s high-end dream should start with the “ten billion subsidy”. It can be seen from Pinduoduo’s tens of billion subsidy products that the main subsidies are popular products like Apple’s big brands. In addition, Pinduoduo has also repeatedly titled variety shows like Tiantianxiang, which are popular among young people, thereby affecting the inherent influence of young people on Pinduoduo.
Looking at the overall style of these two small programs, we can see that they have formed a completely different style from the interface of Pinduoduo, and want to attract more young users outside of Pinduoduo.
Without letting people think about it, Pinduoduo has achieved extraordinary results in the e-commerce circle. Why does it have to hit the mid-to-high-end market?
This should start with Pinduoduo. When Pinduoduo first became an e-commerce company, the e-commerce industry was basically monopolized by Taobao and JD.com. Therefore, Pinduoduo originally relied on low prices, fakes, down town markets and social networking to break the e-commerce gap. Pinduoduo has won its current position mainly through social networking and sinking the market.
However, Pinduoduo focuses on the development of agricultural products and daily necessities. The profit margins of these products are extremely low, and profits can only be obtained by volume. Moreover, such a line makes the development of the platform very single, which is not conducive to the overall development of Pinduoduo. Therefore, the transformation of Pinduoduo is inevitable.
As for why it is a grass planting platform like Xiaohongshu? We can see the profile of users that Pinduoduo wants through Xiaohongshu.
The first word is young. According to relevant data on Weibo, 76.6% of "post-95s and post-2000s" will "plant grass" to recommend products to Internet celebrities, which shows that China's grass growing economic potential is huge. Moreover, young men and women pay more attention to their sense of experience, and because there is no financial burden, they will not pay too much attention to the price of the things they like, as long as the goods are good.
The second word is female. Compared with the two sexes, women have stronger spending power, especially for family women. Basically all living expenses are consumed by women. And they have a great desire to share the good things they have bought. On a grass-growing platform, they will also watch other people’s grass-growing sharing. This kind of grass-growing becomes mutual, and the ultimate beneficiary is the e-commerce provided by the platform. Up.
With the participation of these two types of consumers, Pinduoduo will not say one step into the high-end market, but it should also step into the middle-end market. This will also be considered as removing the label of Pinduoduo’s “low” goods.
Pinduoduo realizes the obstacle of high-end dream
Ideals are beautiful, but reality is very skinny. In my opinion, Pinduoduo still has a long way to go to realize its high-end dream.
There was Tesla before and Maotai afterwards, both refusing to Pinduoduo in high profile. There are two major brands pioneering and dividing the boundaries with Pinduoduo, making Pinduoduo's high-end road more difficult. Perhaps in the future, such scenes of Pinduoduo being rejected by high-end brands will happen from time to time.
Although Pinduoduo's tens of billions of subsidies have made some users willing to try Pinduoduo and taste the sweetness, most high-end brands are not willing to get involved with Pinduoduo. Is Pinduoduo, which is difficult to gain the favor of high-end brands, doomed to be unable to sell high-end goods?
We analyze from the perspective of high-end brands. For most high-end luxury brands, an unattainable brand image is more important than price.
In the high-end market, especially the luxury market, it is difficult to sell their own products, even if they are destroyed, they are unwilling to sell them at a low price. Low-price sales mean that the brand value will be reduced. Drawing a shopping list is not worth the loss for high-end brands.
This makes Pinduoduo's situation very embarrassing. Pinduoduo is eager to be friends with high-end brands, but friends think it is not good enough. They are not interested in Pinduoduo's biggest bright spot traffic subsidy and tens of billions of subsidies for high-end brands.
Not wanting to be bundled with Pinduoduo will not only make Pinduoduo less effective on high-end roads, but it may also cause negative effects. After all, every time an official brand comes out and fights a lot of faces, it doesn't look good.
In addition to the non-cooperation of high-end brands, Pinduoduo also has a potential risk, which is the future of tens of billions of subsidies.
Ten billion subsidies, its business model is to exchange for scale and users through short-term operations and burn money, but this competitive model has no threshold, just like the current Taobao’s cost-effectiveness, Jingdong’s surprises are all aimed at Pinduoduo. Ten billion subsidies. As a result, Pinduoduo’s tens of billions of subsidies are difficult to retain consumers and turn users into loyal users. In the long run, how long can Pinduoduo's tens of billions of subsidies be burned, and how to convince investors?
So for now, Pinduoduo’s high-end dream can only be done on its own. Through social channels, more users will find that Pinduoduo is not only a low-end product, but also a mid-end market. Maybe Only by doing so can we go one step further from the high-end.
Source of this article: Songguo Finance, please indicate the copyright