Pinduoduo social commerce has been taking China by storm for a couple of years now. This is because it introduced a new model to the market.
What is Pinduoduo? And what is its model? Let us dig deeper into that in this article.
Pinduoduo Social Commerce
When it launched in 2015, Pinduoduo was a startup. The biggest player in social commerce by that time was JD.com and Taobao/Tmall. You can even call them China’s Amazon.
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Only five years later, Pinduoduo became a major hit in the country. It became worth $93.4 billion in 2020. To date, they have more than 585 million active buyers.
We can now say that Piduoduo is the second-largest social commerce platform in China. It is only behind the giant Alibaba.
What made it a hit? For one, it is not a search-based platform, unlike other big names. It is a hit because it made its own social commerce model.
Pinduoduo focuses on interactive and digital social shopping experiences. Meaning, it aims to copy the offline shopping experience. How so?
Pinduoduo Social Commerce Model
Group Buying
Group buying is the core of Pinduoduo’s shopping experience. In this, shoppers can make a group to get discounts from suppliers. How does this work?
Items on Pinduoduo have two prices, one for personal and one for group buying. The price for the group buying is discounted. If shoppers want this, then they will need to buy it a group of five.
Shoppers have two options. First, they can invite their friends on WeChat to form a team. Or second, they can wait for other shoppers to join. But a group should be formed within 24 hours to avail of the discount. Once confirmed, items are shipped within 48 hours.
Daily Check-Ins
The daily check-in feature of Pinduoduo encourages shoppers to open the app daily. Doing this will give them points that they can redeem later.
Rewards can be in the form of real-time items.
Price Chop
Price chop is a feature that lets shoppers choose items they want for free. How? They will need to share a link with as many peers as they can. These people do not have to do anything aside from clicking the link.
Shoppers who share the link need to reach a number of people clicking the link within 24 hours. Once they do, they will get their desired item for free. If they do not, then they cannot get the item.
Mini-Games
Pinduoduo’s mini-games are an exciting feature that lets users have fun if they are not yet set on buying anything. But the best part of this is that users can enjoy real-life rewards. They can even earn coins that they can use later.
Card Program
The card program of Pinduoduo is to encourage users to share items with peers and save money. They can do so with vouchers or special discounts.
Pinduoduo has many cards that users can use. Like the Pass Card that lets shoppers enjoy group buying discounts without the need to form a group.
So, what do you think of Pinduoduo’s social commerce model?
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