Rural e-commerce is changing rural China. Picture/Tiraya Adam
You should understand that on the other side of this city, on the other side of the mountain, there is a world that is related to you is moving forward.
No one thought that a new e-commerce brand that was born in China’s most exquisite and prosperous big city and has been in development for only three years, would have rushed into the fiercely competitive Red Sea e-commerce market that had been fighting for 20 years and grabbed it from the giants. A big and sweet cake. The wonderful thing about
is that it set off from the Huangpu River, which is full of petty bourgeoisie and the fragrance of coffee, and turned around and ran to the largest cities and lands in China without hesitation, and found the most grounded and smoky place in China. They embraced deeply and achieved great commercial success.
In these non-first- and second-tier cities, people live leisurely and comfortably, full of fireworks and parents. From family, relatives, to friends and colleagues, they are all acquaintances, and their lives are surrounded by family, friendship and love. People are keen to go shopping in the supermarket with their family, go on an outing with friends, and enjoy KTV with colleagues, but few people are willing to spend a lot of time on the Internet typing keyboards.
e-commerce began to change the business life of non-first- and second-tier cities. Photo / Alexandre Valdivia
"Stronger than life, weaker than e-commerce" has always been the impression of e-commerce giants of this place, which was once a very hard bone.
Now, this difficult problem that made the e-commerce giants sighed and distressed was finally solved by this new entrant in one fell swoop, and accurately hit the bullseye and hearts of this market, exploring and leveraging this highly potential market. .
In addition to what you see with the naked eye,
unearth another hidden world
Rome was not built in a day, and Pinduoduo is not a hot overnight. Its most unique feature is that it has discovered a folded world.
Pinduoduo is on the market, and Huang Zheng takes a photo with the bell ringer.
In addition to the brilliance of quickly climbing to the peak, the current public opinion circles also have doubts and puzzles about Pinduoduo.
On major variety TVs, Pinduoduo’s commercials are bombarded in turn; rumors about its copycats are circulating on the Internet, and everyone smiles when they see it. Some e-commerce giants said in public that “domestic consumers will spend three times Later, after having a more adequate shopping experience, you will find which shopping platform is easy to use" to insinuate Pinduoduo. But the attacks on the public opinion level did not affect Pinduoduo's unprecedented speed in winning the favor of more than 400 million consumers.
Pinduoduo is in the battle between the powerful Chinese netizens and the e-commerce giant model. But it is undeniable that Pinduoduo has changed the domestic e-commerce industry by relying on the social e-commerce model, and also changed the development of many people and many places.
So, out of the sight of online public opinion, what is the folding world discovered by Pinduoduo, and what is the significance?
is different from other e-commerce giants. Pinduoduo has set its sights from inside the fifth ring of big cities to outside the fifth ring. From the prosperous commercial area with dense high-rise buildings in the Fifth Ring Road, it sinks to the outer suburbs, county towns and rural markets of the city. It can be seen from a third-party report that of its 420 million active users, 65% of the users come from female consumers in third- and fourth-tier cities and below.
CCTV reports on rural e-commerce life, and young people in county towns and small towns often join together on Pinduoduo.
aimed at these consumer groups, Pinduoduo figured out the social psychology with Chinese characteristics, starting from human relations, creating a model of social fission, and leveraging a vast wealth of hierarchyAnd humane market. If the first- and second-tier cities are indifferent and the consumption outlook is cold and tasteless, the third- and fourth-tier cities and rural markets have a human touch, and consumption is also a human touch.
To sum up, Pinduoduo’s social shopping has put emotions and happiness on consumption, with lively, authentic, lively and surging market atmosphere. Just like going to the vegetable market, the joy of the market, and the freedom of the square, Pinduoduo’s consumption model concentrates these liveliness, joy and freedom. From its page settings, product categories, and acquaintance recommendations, it is all It reflects these, which is why the majority of aunts love Pinduoduo.
must know that the aunts who have lived for most of their lives, are rich in life experience, shop around, and have eye-catching eyes are not so foolish. They can instantly tell whether the quilts and clothes bought on Pinduoduo are in good condition. If you return it and buy it again, you can see on the dining table whether the garlic and potatoes you bought on Pinduoduo are delicious, and whether the garbage bags and facial tissues you buy are good and cheap. They can distinguish clearly and live a lively and real life instead of typing on the keyboard on the Internet to express their little mood.
In places far away from you that you can’t see,
the way out for young people in rural China
Pinduoduo is not just focusing on this folded, hidden bridge between the worlds. This is also one of the values and beliefs that Pinduoduo insists on. For this reason, he does not hesitate to be like Sisyphus in Greek mythology, pushing the boulder up the mountain again and again.
not only builds convenient shopping bridges for consumers outside the first and second tier cities, and promotes the fair consumption of these groups through the popularization of e-commerce consumption. What is more commendable is that in rural areas outside the big cities A straight and wide bridge was erected in poor areas and poverty-stricken areas, enabling capable people, objects and resources to feed back to these remote areas through cities.
crosses this bridge. Many post-90s and post-95s who have just graduated from university leave the city and return to their hometowns to start their own businesses.
After 90, Xiaoxu, Guangdong, sold children's clothing on Pinduoduo. He negotiated a factory in Foshan and achieved a turnover of 20 million. The Hubei guy after 1995 returned to his hometown and started selling rice, which not only improved the living standards of the people in his hometown, but also The high-quality natural rice was sold to the whole country, and the total sales reached 60 million. After
95, the Hubei guy returned home to start a business and sell rice.
These post-90s and post-95s young people, through their own efforts, have found a new direction in life through the platform of Pinduoduo, earned the first pot of gold in life, and have the strength and vision to stand on a new starting point and look into the distance. .
This is also the shining light of the "native soil concept" with Chinese characteristics. Let people who walked out of this land come back to feed back their hometown. While running on their own, they will drive the development of the hometown's fathers and villagers together and make the hometown better. .
is a young Pinduoduo himself, and he also puts his eyes on the same young people, giving them opportunities and platforms to grow together and change the once distant hometowns and villages together.
can hardly become a forest,
opens the way for local industries and small and medium-sized enterprises
In addition to fostering young people, a lot of "New Farmers Program" also participates in infrastructure construction in these remote logistics and poor areas. The base and so on sink to these areas.
In the apple agricultural area of Weinan, the melon production area in Kashgar Bachu County, the citrus production area in the southwest, and the fruit agricultural production area in the south, Pinduoduo has built a central system area in the local area to concentrate the big information and big data of these agricultural production areas. , To purchase farmer’s agricultural products at a price premium higher than the original price, and then send them to markets across the country and to the living rooms and kitchens of consumers everywhere. While driving the development of the agricultural product industry, it also stimulated the development of local logistics and employment.
Southwest MountainCitrus in the district has opened up sales with the help of the e-commerce platform.
At the same time, Pinduoduo has also found a new way out for the survival and development of China's small, medium and micro enterprises.
Small, medium and micro enterprises are fundamental to the economy, but they are in a weak position due to lack of funds and policies. While Pinduoduo has opened up new markets in the third and fourth tiers, it has also found new market space for these small, medium and micro enterprises.
The world’s largest small home appliance OEM company, Xinbao Electric’s small home appliances, the sweeping robot "Home Guard", Chaozhou’s Songfa Ceramics, etc., have gradually got rid of the previous only big names by participating in the Pinduoduo "New Brand Plan" The dilemma of foundry has begun to find a large market in China.
Home Guards has achieved brand upgrades by participating in Pinduoduo's "New Brand Plan". The quality of these brands
is comparable to that of the big brands they manufacture, but the prices are far lower than those of the big brands, so that the Chinese people can truly enjoy the benefits of high quality and low price. Consumers are also buying it. The star products of these brands have reached an explosive sales volume of one million + in a short period of time. This is a real win-win for Chinese quality and consumers.
may be insignificant to ordinary people, and it is optional, but for the other side of China's arguably the first, second and third tier cities, it has unearthed and opened up a hidden and folded vast world.
Before this, the distant and slightly bleak land and world that you and I did not pay much attention to in public opinion, Pinduoduo has such vision, determination and ability, which has changed the lives of young people and ordinary people there. Local industrial development has changed the dilemma of upgrading and development of small, medium and micro enterprises.
In your world, just a butterfly's wings, in another world, there have been so many profound changes and stories. You should understand that on the other side of the city, on the other side of the mountain, there is a world that is related to you.
