As of the end of June, the number of active buyers on Pinduoduo reached 683 million, far exceeding 417 million and not far from Alibaba's 742 million. Up to now, Pinduoduo has just turned 5 years old, and it is still infancy in terms of human age. The success of Pinduoduo has also made social e-commerce one of the hottest entrepreneurial outlets. In recent years, giants and entrepreneurs have poured in one after another. Ali restarted Juhuasuan and launched Taoxiaopu. Jingdong first pressed Fenxiang and then launched Dongxiaodian.
WeChat built Xiaogepinpin and set up a WeChat store. Kuaishou and Douyin launched the store function one after another, and Suning also launched. Suning buys together... Under the agitation of giants, many social e-commerce platforms such as Yunji, Peanut Diary, Fanxiang Life, Miyuan, Zebra Member, Aiku, Beidian, Darlingjia, etc., and even Fax List social e-commerce tools such as Youzan and Weimeng platform, the future has become blurred. So, in the social e-commerce track, can giants like Pinduoduo be born? Where are the opportunities? Who will it be? 01 To recognize the reality and trends, we must understand, what is the difference between social e-commerce and other e-commerce platforms? What is its essence? To put it simply, social e-commerce is an e-commerce model that is divided according to the channels of reaching products.
It is listed as the three forms of e-commerce along with search e-commerce and content e-commerce. Through the appearance, the actual difference between the three is in the combination sequence of the basic transaction elements "contact, demand, trust". That is, starting from demand, reaching products through search, and building trust through products and services. In content e-commerce, the order of transaction elements is: touch point, demand, trust. KOLs recommend products through content such as pictures, texts, videos, etc. Users receive the content, which matches their own needs and forms conversions. Therefore, content e-commerce is essentially an online shopping guide model, while Kuaishou, Xiaohongshu, what is worth buying All belong to this type of platform.