Product Operation Analysis | How do social e-commerce platforms like Pinduoduo operate?

1. Product Introduction

1. Product Overview

Pinduoduo, the leader of group-buying social e-commerce, is currently the mainstream mobile shopping app in China. Users initiate group purchases with friends, family, neighbors, etc. to purchase products in a group at a lower price. The aim is to gather the power of more people, buy better things at a lower price, and experience more benefits and fun.

1. Core business logic

(Pinduoduo's core business logic)

Pinduoduo is a shopping product, but its essence is an aggregator that connects sellers and buyers. Its unique feature is that it has a strong social flavor. To be precise, it is a social e-commerce product. Social strategy is also the core strategy of its business.

His typical characteristics are:

• Use social media to drive e-commerce.
• Mainly obtain low-priced goods in the form of group buying.

1. Product Status

Since 2015, Pinduoduo's total Android downloads have reached 1.74 billion, and the growth rate and number of users are already astonishing.

(Total downloads trend chart from 2015.05.01 – 2018.04.02.)

It can be roughly estimated from the trend chart that Pinduoduo went through a two-year exploration period from 2015 to April 2017, verifying the feasibility of the market, users and products. Around April 13, 2017, Pinduoduo entered its growth mode and its user base began to grow exponentially. To date, Pinduoduo is in a period of rapid growth.

Pinduoduo is in its growth stage, its users are already familiar with its products and its market direction is clear. In terms of the product life cycle, the most important thing at this stage is the growth in the number of users and the number of active users. At present, Pinduoduo has also invested a lot of strategies and made great efforts in the direction of increasing the number of users.

1. Core issues and breakthroughs faced – User feedback

As an Internet product, Pinduoduo's users determine its success or failure. Let's take a look at the user satisfaction ratings for Pinduoduo's reviews and feedback.

(The ratio of positive and negative comments about Pinduoduo from July 2016 to April 2, 2018)

As can be seen from the above figure:

From July 2016 to April 2017, the number of positive comments from Pinduoduo users definitely exceeded the number of negative comments, and user satisfaction during this period was relatively high. From May to September 2017, the number of user comments reached a peak, with a large number of positive comments and a relatively small number of negative comments. It is inferred that operations played an important role behind the scenes during this period. From September 2017 to April 2018, the most obvious thing was that the number of negative comments increased significantly. There were even many periods when negative comments exceeded positive comments. User satisfaction during this period declined significantly.

(Data from 2018-04-02.)

Currently, users’ satisfaction with Pinduoduo is not high, with 1-star reviews accounting for 20% of the total reviews.

Let’s focus on the feedback from users on the product in the past 30 days:

(Comment statistics from 2018.03.04 – 2018.04.02. Data from CQaso.)

It can be seen that there are a lot of negative reviews in the past 30 days, and user satisfaction is extremely poor.

(Typical comments are not listed here) The focus of the comments is:

1. Deceptive downloads;
2. The operation is complicated and time-consuming;
3. No discounted products were found;
4. The experience is not good and the product cannot be found;
5. After bargaining many times, you still have to pay, which is deceiving consumers;
6. Repeatedly inducing sharing; I didn't buy anything;
7. rogue promotion;
8. Merchants often send the wrong goods and have bad attitudes;
9. The merchant does not deliver the goods;
10. The merchant is not giving negative reviews;
11. There are too many fakes;
12. The review is suspected to be false;
13. Too much reliance on fake reviews and deception;
14. The price is cheap.

Users' satisfaction with Pinduoduo is extremely poor, and their dissatisfaction comments are mainly reflected in:

• Deceptively induced downloads, and after downloading, no advertised discounts were found.
• Rogue promotion can be seen everywhere. There are a lot of operations, but it is difficult to see the tangible benefits.
• The merchant's service attitude is very poor. The wrong goods are often sent, the return courier fees are not sent in time, and the merchants do not ship the goods.
• Over-reliance on positive reviews is highly misleading.

Of course, there are also a large number of users who have given positive reviews, mainly focusing on the affordable price.

Core issues and breakthroughs faced – The core issues faced by Pinduoduo

To sum up, the core problems faced by Pinduoduo are:

1. There is excessive abuse of social media lead generation, and there is falsehood in the process of social media lead generation, or there is insufficient guidance for both those who implement the lead generation and the users introduced after the lead generation, so that these users cannot find the benefits they deserve, which in turn leads to a decrease in collective satisfaction.
2. The platform’s merchants are not properly managed, have poor service, and often fail to deliver goods or deliver the wrong goods, making users feel that the platform’s products and services are particularly poor.
3. There is a misleading element in the positive reviews on the platform. Over time, users have labeled Pinduoduo a liar.

Based on the above problems, Pinduoduo should reflect deeply, find solutions and implement reversal as soon as possible. Otherwise, if it is allowed to develop, once it continues to worsen, the consequences will be irreversible.

Core problems and breakthroughs faced – How to break through and improve

First of all, Pinduoduo should let users see its sincerity.

Although users come to Pinduoduo based on its benefits, attracting them is only the first step. When users reach this step, it gives Pinduoduo an opportunity to retain and convert them. When it came to the next step of conversion, Pinduoduo did not do well. It pushed complicated sharing steps and intangible results to users, which inevitably led to negative reviews from users, followed by a large number of users leaving with disgust, and labeling Pinduoduo a liar. This is very serious and may even put Pinduoduo in a predicament where it cannot recover.

Secondly, strict rules should be formulated for businesses and severe supervision should be implemented.

Improve service quality and enhance service quality. Put rules first and control the check-in approval process. Strict treatment of violations and multiple complaints from users.

Finally, don't exaggerate the rewards.

Users can and must obtain rewards by complying with the rules. This is a basic trustworthiness for users and also a way for Pinduoduo to build its self-image and reputation.

Content Operations

Product content and information organization flow

(Main flow of content transfer within the "Pinduoduo APP")

Pinduoduo, as an e-commerce product, connects buyers and sellers. As far as content is concerned, it involves two major aspects: content producers and content consumers.

The main roles involved are: merchants, platform parties, viewers, and buyers.

At the "content producer" node : it includes the Pinduoduo platform, which formulates the platform's transactions, information, etc. rules; it includes the merchants (individuals and enterprises) who contribute product information to the platform, such as product pictures, names, details page descriptions, etc.

At the "content consumer" node , they are the party being served by the content. The content viewers include all groups that browse content. This category is relatively broad. Here we only discuss the scope of viewers within the app site. The other type is to convert the information content into a successful purchase and become a buyer, which is a goal that Pinduoduo expects.

It is worth noting that after completing the purchase, the buyers will post comments, at which point they also become content producers.

In summary, Pinduoduo’s content mainly consists of the following:

• The platform's trading rules, announcements, activity content, activity rules, push messages, etc. (Content source: platform).
• Product information, such as product images, names, details page descriptions, etc. (Content source: individual merchants, corporate merchants)
• Comments on the product. (Content source: Buyer)

Regarding content standards, the above content must comply with the rules set by the platform and present information appropriately within the scope permitted.

Content Information Framework

The Pinduoduo app is divided into four major modules: home page, new products, search, chat, and personal center.

These four major modules integrate all the content and create an excellent social e-commerce Pinduoduo product.

As an e-commerce product, its content always revolves around users and consumers. Pinduoduo's content organization and selection only have a basis after thoroughly studying who the consumers are, what they are thinking, and what kind of environment and content they want.

User Group Analysis

From user feedback and evaluation, we know that the reason why users choose Pinduoduo to buy goods and its core charm is that its prices are very affordable. This is also Pinduoduo's core weapon that fully grasps the weakness of human nature (greed for bargains) and then rapidly rises under the shadows of giants such as Taobao, Tmall, and JD.com without fear.

User group characteristics/corresponding strategy logic:

• Like to take advantage of small opportunities. (Countermeasure: You can display the benefits to users)
• Be willing to spend time to get the benefits. (Countermeasure: In the process of getting cheap, reasonably magnify the platform's interests)

Content organization methods and strategies – Analyze the characteristics of user groups with preferential information flying all over the place, and extend the corresponding content strategies and logic. Then, the organization of the content will come naturally.

Let’s take a look at Pinduoduo’s content organization methods and strategies :

Focus on promoting discount information so that the benefits are seen first, and create an environment where benefits are everywhere and overwhelming.

When a new user opens the app for the first time, he or she will receive a new user gift package worth 888 yuan. Such a large gift package seems very dynamic at first glance. The benefits are great enough, and you can receive it by sharing it. Users will be very happy to share and get this gift package.

This is the gift package obtained after sharing, which is divided into several full-discount gift packages.

The banner at the top of the homepage is a common practice for e-commerce apps. The promotion information is placed on the banner so that users can see it at first glance.

In 4 of the 5 main modules, discount information and attractive and affordable content are placed at the visual top of the page.

Content organization methods and strategies – Product-related content

The overall product content can be divided into two categories: product overview list content and product detail display content.

As an e-commerce product platform, product content is the main theme of the platform. The way Pinduoduo displays product content is similar to that of other e-commerce platforms. The difference lies not in the form but in the different strategies for selling products, which leads to the difference in its content. Pinduoduo uses group buying as its main sales strategy, and strategies such as helping people enjoy free orders, limited-time purchases for 0 yuan, and getting something for free after bargaining have brightened up the atmosphere of the platform.

Content organization methods and strategies – platform rules, event discounts, etc.

Platform rules and activity discount rules are the support of the platform and are a kind of explanatory content information. This type of content will not appear very close to the user's attention, but it is also indispensable. Information content needs to appear reasonably and appropriately in the appropriate scene.

Organization and effectiveness of content operations

How Pinduoduo’s content circulates. Merchants provide product content and present it on the Pinduoduo platform.

The platform displays the store's product content for viewers to browse. After the viewers obtain the product information, they will jump out of the page if they are not interested.

If you are interested, you will have a deep understanding of the product content, and then according to the sales rules of this product, choose to group order or share a free order or bargain for free. According to the corresponding rules, you will perform the operation. After the operation is successful, you will complete the purchase process and become a successful buyer. Of course, if the process is too complicated and the user does not see the actual discount, they will bounce.

Organization and effectiveness of content operations – Key points of Pinduoduo’s content operations

There are several key nodes in the analysis:

• Product content: The product content is detailed and attractive.
• Content of platform rules: The platform should clearly define penalties for merchants who violate the rules, and there should be rules to follow for all types of behavior.
• Activity content: Is the activity content attractive enough? There must be a coherent closed loop, promises must be kept, and the rewards that deserve to be received must eventually be realized.
• Sales process and rules: How to obtain products? Whether it is group buying, bargaining for free items, or sharing to receive items, the rules should be clear, feasible, implementable, and produce results.
• User comments on products: Comments are very important. Positive comments can help further spread the product's reputation, expand its influence, and promote sales. Negative comments are the opposite. Reviews help merchants identify problems, correct them in a timely manner, or reorganize product layout structures.
• Announcements are pushed in a timely manner: within the app, for example, “Who is trying to buy this product?” and “Who has received the product?”, there is an immediate sense of urgency on the spot.

Organization and effectiveness of content operations – How effective is Pinduoduo’s operations

Overall, Pinduoduo has done a good job in the layout of information content, control of rhythm, and timely presentation of information content. The introductory content of the products is detailed and clear. The rules and regulations of the platform have gone through a lot of practical trials, and the basic sales process and rules are also relatively clear and enforceable.

In terms of content, Pinduoduo's highlight lies in the organization of content in its sales format.

In Pinduoduo, there are many ways for users to buy things. They can group orders, bargain for free items, or share items to receive them. However, although it seems to have no threshold and is super affordable, it is not actually the case. You need to follow the rules set by the platform.

After Pinduoduo arouses users' desire through these affordable contents, Pinduoduo tries its best to maximize the value of this stage between users' "desire" and "actual purchase", and the content operation in this stage is very good. It is also at this stage that Pinduoduo's content value is brilliantly released. Simply put, the diffuse selection and content organization through group buying, bargaining, and sharing give Pinduoduo shining operational value.

Another highlight is that Pinduoduo has appropriately added real-time message push notifications to users' group buying, such as: "Who is buying this product?" "Who has received the product?", successfully creating an immediate sense of urgency on the scene and enhancing credibility. Adding elements of live broadcast information push to e-commerce is a first and a highlight of content operations.

However, there are indeed shortcomings in the operation of content.

Paying too much attention to formal sharing guidance leads to a lot of formalism. Users are required to share various things, but the sharing chain is too long, and it is difficult for users to see effective results. This causes users to doubt Pinduoduo’s promotions, lose trust, and even leave.

for example:

The "sign in and get cash" here can be directly understood as clicking the button to sign in, and you can get a cash reward after reaching a certain number of times, but it is not the case.

Click here to enter:

It actually went to the sharing page again. This misalignment of the understanding path forced the user to the sharing entrance in a naked and violent way. Being too rough will seriously damage users' understanding and trust.

This type of failed content operation, when accumulated on Pinduoduo, will result in the loss of a large number of users.

Summarize

Pinduoduo has done relatively well in terms of content overall. It has fully utilized the power of social media to find a shortcut to accelerate the development of e-commerce, expressed product content information clearly and completely, considered platform rules comprehensively, promoted event content, and set up a comment entrance for users. These basic e-commerce contents are considered quite comprehensively.

Its highlights are: the sales form is not limited to one style, and it makes full use of group buying, bargaining, and sharing. The content reflects the rules, which drives the great influence of social forces. However, this is also where its shortcomings lie. Excessive introduction of sharing, or even using unreasonable paths to induce sharing, are huge failures in the product. Only by correcting it in time can we win back users who are already impatient with sharing.

Data Operations

Data operation purpose

Pinduoduo is in its growth stage. During this stage, Pinduoduo's core focus is on the growth of user volume and active users.

The data evaluation at this stage also revolves around Pinduoduo's attracting new users and promoting activation. This is the current major trend and basic principle of Pinduoduo's data evaluation. When it comes to the specific segmentation of data evaluation purposes, it needs to be broken down into current activities or phased goals.

Data evaluation indicators

For Pinduoduo, which is in a period of rapid growth, the overall macro indicators of its data are analyzed as follows:

(This is about the current, macro, and big trend, with the purpose of attracting new users and promoting activation, and the big data evaluation indicators are broken down, rather than targeting a certain activity or a very short-term goal)

For Pinduoduo's data evaluation, the AARRR model is most appropriate.

Below, we use the AARRR model to analyze the five important links in Pinduoduo's life cycle and break down the indicators:

【Get User】

At this stage, there are two main areas of focus: one is the channel-related data acquired by users; the other is shallow interactive behaviors such as registration after users enter the app.

The specific data evaluation indicators that need to be considered are:

• Number of channels deployed: This can be used to determine the breadth of coverage.
• Efficiency within the delivery time period: How the delivery time is arranged can be used to analyze which time periods and channels are most efficient, and which are ineffective. This will enable reasonable allocation and maximize channel value in terms of time.
• User interest within the channel: Analyze which channels have a high degree of overlap with Pinduoduo's users. These users have a strong interest in Pinduoduo, and this group is easier to be drawn in.
• The channel’s click-through rate, entry volume, and bounce rate: These can also reflect the quality of the channel and are the basis for obtaining users’ choice of channel.
• Customer acquisition cost of each channel: Analyze and compare the customer acquisition cost of each channel, objectively rank high-quality channels, and rationally plan the amount and frequency of channel resource delivery.
• App downloads: How many users download through which channels? How many downloads are there in a unit time period?
• Channel conversion rate, registration volume, registration conversion rate: How many people entered through which channels? How many registered users per unit time? What is the conversion rate of channels to registered users?

[Increase activity]

After users register, they are divided into several groups based on their activity levels. However, from an operational perspective, the goal is to increase activity and convert users into active users.

To improve activity, there are these segmented data indicators:

• Number of visits, click-through rate, daily active users, monthly active users, weekly active users: number of visits to a product/page, number of visits and click-through rate of a certain product; click-through rate of a certain activity or banner ad space. These reflect the operation trends of user groups, and user preferences can be judged through these data. The frequency of operations and the number of operations per week/month/year can reflect the user's activity and also point out the direction for improving the product experience.
• Product/page/function dwell time: Dwell time indicates interest. For example, if a user stays on the details page of product A for a long time, it can be predicted that the user is interested in this product in most cases.
• Bounce rate/exit rate: reflects user satisfaction: users are attracted but do not make a purchase and quickly jump out. In more serious cases, users exit the app after viewing several products. In this case, it can be considered that there is a problem with the product experience, or that the user is not very active and is not interested in the product. You can try to find users’ interests and increase their activity.
• Page depth and functional depth: Users view a product, click to view details, and then click to continue. This step-by-step operation brings them closer to purchase. The depth of access operations represents, to a certain extent, the user's activity and interest in the product.
• Purchase conversion rate: Pinduoduo is a shopping product, and its ultimate goal is to convert purchases, so the purchase conversion rate is the final link in achieving business goals.
• Number of collections and collection frequency: When a user collects an item, it means that he likes the item and he will come back to buy it next time.
• Purchase frequency and activity participation frequency: If users purchase frequently, their activity level is high.
• Number and frequency of activities.
• The number and frequency of version iterations.
• Number of orders, number of automatic positive reviews, number of automatic negative reviews.

From the user's perspective, these indicators can analyze the user's activity. From Pinduoduo's perspective, these indicators can effectively optimize products and increase user activity.

Improve retention rate

Pinduoduo's user retention is divided into new user retention and old user retention. The data evaluation indicators involved in retention are as follows:

• Number of logins and login frequency: If a user has not logged in for a long time or the frequency is particularly low, a retention strategy must be adopted to retain the user immediately.
• Number of purchases and frequency of purchases: Users log in and browse products, but the number of purchases and frequency are very low, so a retention strategy is needed.
• Number and frequency of activities: the number of product promotions; the timeliness of holding activities at key holiday nodes; and the frequency of activities.
• Number and frequency of version iterations: Version iterations are all about fixing existing functions, experiences, and operational issues. Iterative hot updates are helpful for retaining users.
• Number of positive and negative reviews: A large number of reviews may indicate an overall trend and represent the general level of satisfaction among users.
• DAU/MAU: Daily active users and monthly active users both represent changes in retention.
• The number and rate of user churn.
• Retention rate: next-day retention rate, three-day retention rate, seven-day retention rate, and one-month retention rate.
• Number of sign-ins and sign-in rate.

【Get income】

Users come to Pinduoduo, and the ultimate goal of the product is to generate revenue, so what are the data evaluation indicators for obtaining revenue?

• Number of active trading users: What is the transaction volume of active users? When there are many active users but few transactions, it can be judged that there are problems in commercialization.
• Consumption frequency: How many times per day/month/quarter/year did you consume? What is the frequency? Which products have high consumption rates?
• Total transaction amount: When a user places an order and generates an order number, a transaction is completed.
• Average order value: the average amount spent by each purchasing user.
• Repurchase rate: Users purchasing again means that the product or service is attractive.
• Return rate: Return rate reflects product satisfaction.

【Viral】

Users trust Pinduoduo enough to start the viral mode.

• Number of shares and sharing rate: Sharing may bring new users to join.
• Number of group purchases: Group purchases are a way of thinking that encourages group buying, which helps drive activity.
• Bargaining amount: The essence of bargaining is a social way of collectively lowering product prices. Possesses viral characteristics.
• Number of free orders: Helping to free orders is a manifestation of social communication.
• Invitation volume: Inviting new members to join is a direct means of spreading the word and attracting new members.
• Activity reach rate, activity participation volume, and activity conversion rate.
• Number of downloads, registrations, and new users: implementation after dissemination to verify the quality of dissemination.

User operation strategy

During Pinduoduo's growth period from April 2017 to April 2018, its user base grew rapidly in just one year, and its total downloads reached 1.74 billion, which shows that its user base is indeed astonishing.

Pinduoduo, which is in a rapid growth stage, has not yet shown a particularly bright strategy for maintaining old users. In terms of recalling lost users, Pinduoduo has optimized its product iterations and continuously optimized functions and experiences, but it has not made other clear, feasible and effective strategies.

Since Pinduoduo has been in a relatively short growth period, its user base has grown explosively in just one year. The highlight of its operation lies in the use of social power to expand new users. The powerful social attribute is a typical feature that distinguishes Pinduoduo from other e-commerce products. It is also the backbone driving force for its rapid growth and acquisition of a huge number of active users.

Next, let’s focus on analyzing: How does Pinduoduo use social power to attract new users?

New member gift pack, share to get

After logging in, new members will receive a new member gift package worth 888 yuan, but they must share it before they can receive it.

At first glance, the gift package for newlyweds worth 888 yuan is a very large package, which is very attractive. In the process of attracting new users, they take advantage of people’s desire for bargains to encourage downloads, registrations, and becoming new users of Pinduoduo.

Group shopping

On Pinduoduo, most of the goods are purchased in groups, and generally, an order is completed by 2 to 6 people.

As can be seen in the figure: users can choose to purchase individually or initiate a group purchase. Looking at the prices, the price difference between the two is too big. Especially as shown in the picture on the right, you can buy a mobile phone with an original price of 3998 by group buying for only 0.01 yuan. It is obvious that users will definitely choose to shop in groups. Therefore, users will spread the word among their relatives and friends to join the group. It is not difficult to form a group with just one person. During this process, Pinduoduo achieved explosive cumulative growth in its user base.

(Shopping process for 6 people)

As can be seen from the above figure: the group buying process is based on the temptation of low prices. In the process, user A becomes a source of traffic, and he drives the addition or activation of another 5 users.

Let’s take a look at the diffusion strategy in the process of group buying and sharing:

(After successfully sharing, don’t miss the opportunity to promote. Also pay attention to the WeChat notification, “Remind only when the 1st and 3rd users participate”)

(The successful group order page also has a lot of promotional information)

Pinduoduo has incorporated diffusion-guided information induction into the entire process of group buying. Spare no effort to seize every opportunity to attract new users or activate old users.

Ask your friends to bargain and get it for free

The logic behind bargaining is: Pinduoduo releases some bargain-hunting products, and when users are interested in the products, they first bargain themselves to lower the prices of the products. Then, share it to WeChat, WeChat Moments, QQ, etc., and invite friends to bargain together. If the price is reduced to 0 yuan within 24 hours, you can get the product for free.

In this process, the user operation strategy it adopted was also based on sharing, but the surface packaging was changed to acquire new users and increase user activity through sharing.

Help to get rid of the bill

Help to get a free meal. You can enjoy the right to get a free meal by inviting friends who meet the number of helpers. You also need to invite friends. It is a means to attract new customers and promote activation.

(Screenshot of the page to help with free orders)

Sign in, share, and receive red envelopes

Users who sign in and share can receive a certain amount of red envelopes, which is a way to promote user activity.

(Sign-in rules, money-making rules)

Signing in is a method used by most apps to promote activity. Users can receive red envelope rewards as long as they sign in and share.

Invite friends to download the app and earn red envelopes

Invite your friends to download the app and earn 5-20 yuan in cash instantly. It’s also a means of attracting new customers.

If I am the person in charge of operations, how can I improve operational results?

As a social e-commerce product, Pinduoduo experienced explosive growth within its one-year growth period.

It has many different ways to attract new customers, and has indeed achieved explosive results. While focusing on growing the user base, we have indeed somewhat neglected some of the existing user experiences. This can be seen in user feedback. In recent user feedback, there are a lot of negative reviews, which reflects that Pinduoduo has problems in some areas.

(The percentage of positive and negative comments about Pinduoduo from July 2016 to April 2, 2018)

Based on the above, if I were the person in charge of operations at Pinduoduo, I would make the following operational strategies:

1. Optimize and shorten the purchase process to make users' expectations visible and achievable

Currently, Pinduoduo's users are attracted by various types of free or 0-yuan activities.

When users go through Pinduoduo’s shopping process for the first time, because the results are attractive enough, users are willing to give it a try. If they get what they want, these users will continue to return to Pinduoduo.

However, the vast majority of users tried but did not receive the corresponding discounts or free goods, and in the process, they spent a lot of their time and got nothing in the end. This group of users accounts for the majority, so they have a prejudice against Pinduoduo and no longer trust it, thus leaving.

Therefore, by simplifying the purchasing process, reducing the time cost of users' purchases, and making the expected results visible and achievable, users will form a good reputation for the product. To facilitate Pinduoduo's long-term development based on a large user base.

1. Increase retention of existing users

Various promotional activities, free social sharing activities and other activities in the early stage have indeed brought about a user growth of hundreds of millions, which is astonishing. But for attracting new customers, this is indeed a practical, effective and immediate means.

Because many users join because of invitations from friends, sharing, and being brought in. This group of people actually don't have much loyalty. For users who have already come in, we must keep a good outlet and maintain existing users through various means. Because this part of existing users is already very large.

Judging from current user feedback, existing users have already given a large number of negative reviews.

From the perspective of maintaining existing users, it is necessary to analyze the valuable information in user feedback to improve and enhance Pinduoduo's functions or shortcomings in experience.

1. Change some tricks and increase practical product search

At present, Pinduoduo's use of sharing and invitation methods can be seen everywhere. Although it has changed into various types of coats on the surface, its essence is still to share and acquire new users.

It’s okay if users use it once or twice, but when they use it more often, they can never buy the product they want, or if they want to buy a product but need to share it 6 times to get it, then users will go crazy because it is too difficult to buy something.

1. Find a new model and gradually improve

When users are disgusted with this model, most of them even think it is a scam.

In this case, what should Pinduoduo do?

The author believes that Pinduoduo should predict possible problems in the future and make timely adjustments. Based on the above, Pinduoduo should consider optimizing the shopping process, optimizing the user experience, and allowing users to see visible and predictable benefits, which is the long-term solution.

Related reading:

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Author: Flying River Shrimp

Source: Flying River Shrimp