Have you heard of the Chinese-based eCommerce firm Pinduoduo? If you're outside of China, you might not be super familiar with this fast-growing rival of Alibaba and JD.com but it's gaining market share fast! In this article, we'll share everything you need to know about Pinduoduo—important Pinduoduo statistics, revenue, user information, how you can get started on this eCommerce platform, and what the big deal is about social eCommerce. We've got a lot to cover, so let's dive in!
Pinduoduo: Your Ultimate Guide to China's Fastest-Growing Social Commerce Platform:
什么是Pinduoduo：社会商业和会员营销
ChineseeCommerce platformPinduoduo was founded in 2015 and offers a broad range of products—everything from day-to-day groceries to appliances for your home. As of the third quarter of 2020, Pinduoduo has 643.4 million monthly active users (Statista). This marks an increase of 806.2% over the past three years.
而且，不仅仅是Pinduoduo的用户群，而且越来越大。根据Pinduoduo自己的数字，向美国证券交易委员会报告了2019年的美国证券交易委员会，Pinduoduo拥有510万商人在该平台上出售其产品的商品总值超过1万亿美元，即1.54亿美元（Pinduoduo）（Pinduoduo）。在收入方面，Pinduoduo的最新报告将其定为30.141日元（46.2亿美元）。他们还报告说，每年买方的年支出增加了75％，每年219.20美元。
So, how do social commerce andaffiliate marketing适合Pinduoduo世界？
Typically, when we think about social commerce we consider it through the lens ofsocial media platformslike Facebook and Instagram. Pinduoduo, however, uses social networking to connect like-minded shoppers. What draws so many users to Pinduoduo is that there are benefits to making these social connections like leaderboards, animations, games, and increasing discounts.
没错，Pinduoduo具有集体购买功能。当用户在Pinduoduo上选择产品时，他们可以选择加入组购买。这意味着，加入他们购买该商品的人越多，项目的价格就越低。这为购物创造了一个令人兴奋的社交方面，在该方面，Pinduoduo用户共享他们想要的产品的链接，以使价格降低。当在Pinduoduo进行集体购物时，由于产品有最少的购买者，在购买之前，还需要最少的买家。而且，必须在24小时内满足这个数字，否则集体购买被取消。
Shoppers can encourage their networks to join in their group shopping using WeChat, QQ, and QR code scanning. This turns everyone intoinfluencers对于Pinduoduo而言，并降低了平台的每次收购成本，因为它们没有运行广告，而是依靠口碑和社交网络来增加兴趣和销售。
How Does Pinduoduo Work?
Pinduoduo operates on a customer-to-manufacturer (C2M) business model. Users can download the Pinduoduo app from the App Store or use the mini-app available within WeChat. From there, users can purchase straight from manufacturers or take part in group shopping to increase their discounts. This model puts manufacturers in control of their profit margins since there are fewer steps products must go through between themselves and customers. The C2M model can also help manufacturers reduce waste since they have a better understanding of product demand.
To make a purchase on Pinduoduo, shoppers form teams and post product listings for the items they want (typically on WeChat). Other people in their network can then decide if they want a certain product and join in on the shopping to help drive down the cost.Social commercecan also leverage virality—the more popular listings will show up in the home feeds of more users on WeChat which means more potential shoppers will see the listings and have an opportunity to join in the shopping.
Pinduoduo Statistics
现在，您对平台及其工作原理有了更多的了解，让我们看一下数字。以下是您是否正在考虑在平台上买卖的一些pinduoduo统计信息。
- 100% of Pinduoduo's revenue comes from "online marketplace services" that consist of commissions the platform makes from sales and advertising (CNBC).
- 在2019年的最后一个季度，Pinduoduo的收入达到15.5亿美元，增长了91％。尽管这在同一季度击败了阿里巴巴的增长，但Pinduoduo有一种方法可以达到231.9亿美元的阿里巴巴命中率。
- As of the third quarter of 2020, Pinduoduo has 643.4 million monthly active users (Statista). This marks an increase of 806.2% over the past three years.
- Pinduoduo's competitors JD.com and Alibaba reported 362 million and 711 million users at the end of 2019.
- Pinduoduo has 5.1 million merchants selling their products on the platform with a gross merchandise value of more than ¥1 trillion, or $154 million (Pinduoduo).
- Pinduoduo's latest revenue report put them at ¥30.141 ($4.62 billion).
- 该平台报告说，每位买方的年支出增加了75％，每年219.20美元。
- Pinduoduo can be accessed through the messaging service WeChat, giving Pinduoduo merchants access to more than 1 billion monthly users.
- Pinduoduo is the third-largest eCommerce platform in China behind Alibaba and JD.com (eMarketer).
- In 2019, Pinduoduo reported that 45% of its gross merchandising value (GMV) came from first and second-tier cities.
- Pinduoduo的GMV中有55％来自三层城市或以下。
- Pinduoduo went public in July 2018 on the NASDAQ with American depositary shares priced at $19 each.
- In April 2020, Pinduoduo shares closed at $50.11 each, putting Pinduoduo's market valuation at more than $58 billion. As of this writing (December 2020), Pinduoduo's share price hit $165.53.
- Women make up 70% of Pinduoduo's user base, likely because they're typically tasked with making purchases for the family.
- Pinduoduo的近70％的用户来自三级城市及以后。
- Only 7.6% of Pinduoduo users come from tier-one cities.
- 在Pinduoduo上进行购买的用户中有63.3％在25至40岁之间。
有兴趣了解有关社会贸易的更多信息吗？查看这些社会商务统计!
如何开始销售Pinduoduo吗
Pinduoduo wh往往关注的是不为人知的品牌ich might seem like a prime opportunity to use the platform's innovative social commerce-driven C2M model to promote your products and increase your sales. However, if you're not a Chinese-based company, you could have a bit of trouble. Not because the platform freezes out foreign sellers, but because China has closed communication. That means it's not likely that they've heard of you or have the opportunity to research you unless you've taken the time to cultivate a presence in China and get yourself ranked on Baidu, China's largest search engine.
If you've done all that and you're ready to sell on Pinduoduo, just go to the website and register for a seller account. You'll get to choose the type of store you have and fill out your store information before your account goes for approval. From there, you sign the contract and start selling. Oh, there is a deposit of $1500–$7600, depending on which industry you're in. The deposit is used to pay back unhappy customers and it's refundable if there aren't any problems with your products. Pinduoduo doesn't make commissions from your product sales but does charge a 0.6% service fee.
如果您不在中国该怎么办
If you're not based in China, Pinduoduo has a registration option for you, too. However, gaining an audience in China as a foreign business isn't just as easy as putting your products up on the platform and hoping for the best. Since Pinduoduo is largely based on Chinese social media, you'll need to take steps tobuild your online reputationon those platforms. Here are the steps we recommend taking if you want to start selling on Pinduoduo as a non-Chinese business.
Step 1. Set Up a Chinese Website
While it's true that many people in China speak English, the number of English speakers only make up 0.71% of the total Chinese population. This makes it important to create a website specifically for the Chinese-speaking audience you're trying to reach, registering the site with a Chinese domain, designing it based on local Chinese standards, and working to get it ranked on Baidu.
Step 2. Start Chinese Social Media Accounts
There are a few Chinese social media platforms you'll want to at least be aware of, even if you decide not to create accounts on those platforms.
微信（微信;wēixìn）
User Statistics:
Monthly Active Users:1.202.5 Billion (Q1 2020)
Average Daily Active Users:619.6 million (Sep 2018)
微信小计划的dau：400 million (Q1 2020)
中国16-64岁的微信渗透率：78％（2018年10月）
WeChat is typically referred to as the Facebook of China or the "everything app." It's definitely the most-usedsocial media platform在中国拥有超过12亿用户的中国。微信带有您在Facebook Messenger和Venmo等付款网关中找到的功能。用户可以使用该平台与他们的朋友共享内容，订购电影票，出租车或其他日常服务，当然，还找出他们所需的有关自己喜欢的品牌的信息。如果您打算在中国开展业务，则必须有一个微信帐户。
Weibo (微博; Wēibó)
User Statistics:
Monthly Active Users:515 Million (Q1 2020)
Average Daily Active Users:241 million (Q1 2020)
移动每月活跃用户：94% (Q1 2020)
Average Visit Duration:8 minutes 48 seconds (Dec 2018)
Weibo, or Sina Weibo, is like a Chinese version of Twitter (Twitter isn't accessible in the country). Since 140 characters in Mandarin can convey much more information than the same number of characters in English, Weibo is considered amicroblogging platform而且，实际上，是中国用户最受欢迎的博客平台。使用微博的公司可以与有影响力的人，名人和其他具有类似观点的人一起参与该平台的微博用户共享信息。
DouYin (抖音; Dǒuyīn)
User Statistics:
全球每月ctive Users:800 Million (Q1 2020)
China Monthly Active Users:5.18亿（第1季度2020年）
中国日常活跃用户：1.5亿+（第1季度2020年）
平均每天花费的时间：52 minutes
Like its non-Chinese counterpartTikTok, businesses can use DouYin to create short-form video content and post ads. Given its enormous growth over the past few years, it's likely that DouYin will overtake other Chinese social media platforms in terms of popularity.
步骤3.发展品牌的声誉
Once you have your website set up and are ready to post content on your chosen social media platforms, you'll need to develop your brand's online reputation as a trusted and reliable brand. This means taking every opportunity to与您的目标受众联系and be of value to them,collaborating with influencers, and getting your brand noticed... in a good way.
It's important to remember that building your brand's reputation is going to take time. Be patient and diligent and you'll be rewarded!
在Pinduoduo上营销您的品牌和产品
Fortunately for merchants, Pinduoduo has been developing a social eCommerce platform that makes it fun to shop online with friends. To get the most out of your Pinduoduo experience, consider using these pricing options on the platform:
- 购买有限。Set up a discounted price based on a certain quantity. After that quantity has been sold, the pricing will be set to the standard, non-discounted rate.
- 更便宜。Set up your pricing so that the price decreases depending on the conversion rate. This means that as more people order, the cheaper the product becomes (and you sell more).
- 有限的时间。买家必须在有限的时间内购买该产品。然后，该订单的一部分作为平台优惠券分配。
除了专业定价外，Pinduoduo还为商人提供了使用影响者的选择（称为主要意见领导者，科尔, in China) to promote their products via live streaming. Influencer marketing is a huge business in China, withKOLsopting to take official training to learn influencer marketing techniques that drive conversions.
最后，老了SEO, PPC, and banner ads can help build up your brand image and draw an audience to your online store. Like Google and other Western search engines, China's Baidu uses its own algorithm and SEO signals. Using Baidu best practices will help you generate buzz and increase traffic to your online store.
