Jul 30, 2022
In General Discussion
In today's e-commerce, Alibaba and Pinduoduo compete for efficiency, and the size of the two can almost represent the efficiency of commodity circulation and connection on a macro level. Commodities start from production and are transferred to consumers. The phone number list increased cost can be roughly simplified as retail platform channel cost + brand owner inventory cost + logistics performance cost + brand premium. Ali has the largest volume and optimizes all aspects; while Pinduoduo starts from unbranded categories such as agricultural products and toilet paper, as well as white labels, to eliminate brand premiums; lock demand and improve inventory accuracy through large-scale group orders ; And relatively reduce the channel cost of the platform, but logistics is currently its constraint. The front-end of Pinduoduo has a relatively large proportion of decentralized traffic structure (the largest decentralized traffic is in WeChat, while WeChat and Taobao are separated all the year round), and there are differentiated connection links for instantaneous collection and distribution; long-term view For changes in the cost structure of commodity circulation, Pinduoduo's volume and matching connection efficiency still have great advantages in the supply-side transformation of the "Three Musketeers". The same problems Taobao faced back then: the business model of the C2C e-commerce platform is advertising fees, and only brands have the ability to pay on a large scale; if it is the Costco model, China's small family structure, fragmented consumption habits and logistics performance costs Whether it can support its single-economic model.