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▶ Video account attention cross-border navigation It is learned that data from the General Administration of Customs showed that the scale of China's cross-border e-commerce exports in 2021 was about 1.3918 trillion yuan, a year-on-year increase of 28.3%. As the domestic e-commerce consumer market becomes saturated and Internet traffic reaches its peak, the cross-border e-commerce track with great development potential has become the second growth curve that e-commerce giants are competing to find. In front of it is Alibaba, which holds the three trump cards of Ali International Station, AliExpress, and Lazada, and in the back is ByteDance, which uses TikTok to disrupt the market and is working to complete the e-commerce closed loop. Compared with these experienced predecessors who have gone overseas, Pinduoduo, which has chosen to attend the cross-border stage at this moment, seems to be late. It is expected that the platform will be launched in the United States in September, and Pinduoduo will start its overseas expansion It is learned that on August 17, according to LatePost, Pinduoduo's cross-border e-commerce platform is expected to be launched in mid-September, with the first stop being the United States. According to reports, Pinduoduo has high hopes for this new overseas project. Several first-level supervisors who were previously responsible for Pinduoduo's strategic key project, "Duoduo Maicai", have been transferred to be responsible for the specific matters of this overseas project. In May this year, these supervisors went to the European and American markets to conduct relevant data research on the local consumer market. This coincides with the news mentioned in the article "Latest! Is Pinduoduo going to launch a cross-border platform?" that "Pinduoduo is secretly preparing for a new overseas project, which has been brewing for three months." In addition, it is also learned that for sellers, in addition to the South China sellers that are currently in intensive contact, Pinduoduo's cross-border e-commerce platform will also provide "0 yuan entry, 0 deduction points" discounts to other cross-border sellers, which is very similar to Pinduoduo's initial model of attracting small and medium-sized sellers in China. This is undoubtedly very attractive to small and medium-sized sellers who are troubled by Amazon's high commissions. Currently, Pinduoduo is recruiting investors for all product categories, and its overseas expansion model will emulate SHEIN, China's largest independent cross-border e-commerce site. "Dare to be the last in the world", Pinduoduo imitates SHEIN! Founded in 2015, Pinduoduo, with the mindset of "daring to be the last in the world" , has followed a proven consumption path and carved out a path for itself in the domestic e-commerce arena where Taobao and JD.com have divided the world into two. Among the new overseas projects, SHEIN, which has rapidly risen and become a dominant force in just a few years, has become a model for Pinduoduo to emulate in its overseas expansion of "daring to be the last in the world". It is learned that SHEIN's model is that the factory puts products on the shelves, sends the products to SHEIN's domestic warehouse, and then SHEIN is responsible for pricing, distribution and after-sales. The advantages of its products lie in "quick updates, low prices and a wide range of choices." Among them, low prices and a wide range of choices are similar to Pinduoduo's e-commerce strategy in China. Therefore, it is understandable that Pinduoduo chose to open up the overseas market with the SHEIN model. But the secret of SHEIN becoming a unicorn in this fast-fashion market with extremely rapid changes ultimately lies in its powerful data and algorithm capabilities, strong support from a flexible supply chain, and huge traffic entrances. Obviously, Pinduoduo does not have these foundations in overseas markets. Moreover, Pinduoduo is not the first e-commerce giant that wants to replicate the SHEIN legend. ByteDance’s independent e-commerce platform Fanno also wanted to emulate SHEIN and open up a market gap with its low prices, but it failed in a flash. Pinduoduo's low-price strategy has long been proven by Southeast Asian Pinduoduo Shopee, which focuses on the sinking market, and the American version of Pinduoduo Wish, which relies on social e-commerce to attract traffic. Low-price entry is indeed conducive to promoting rapid market expansion, but it can also easily become the culprit of downward movement due to insufficient follow-up. At present, how to improve the domestic strategy and apply it to overseas is the biggest challenge Pinduoduo faces on its road to overseas expansion. This can also be seen from the discussion among cross-border sellers about Pinduoduo's "involution" ceiling in entering the cross-border e-commerce track. Juanwang enters the cross-border market, and sellers have different opinions Regarding Pinduoduo's upcoming cross-border e-commerce platform, many sellers speculate that given Pinduoduo's positioning in China, its cross-border e-commerce platform will most likely still focus on low prices and cover all categories. Some sellers said that in China, AliExpress has been deeply involved in the cross-border e-commerce field for many years, and abroad, there are Pinduoduo-like sellers under the internal circulation of Amazon's low prices. Pinduoduo's entry into cross-border e-commerce at this moment actually has little market space. Some sellers also believe that the entry of the "charity" ceiling into the cross-border e-commerce track is not really good news for cross-border sellers who are already troubled by low prices and shrinking profit margins . However, some sellers hope that if Pinduoduo can build its own warehousing and logistics system overseas, coupled with the "0 yuan entry, 0 deduction" discount, it can help sellers go overseas at low cost . This may also attract cross-border sellers who are troubled by the continuous increase in Amazon FBA delivery fees to settle in and quickly occupy the market. In 2022, the user growth and traffic dividends brought by the epidemic to the global e-commerce market are gradually shrinking, and the growth "bottleneck" faced by the e-commerce market has begun to emerge. Nowadays, both sellers and platforms are joining the mainstream trend of brand development. Pinduoduo, which is known for its low-price subsidy model, implements a "goods-based" strategy and weakens the building of brand benefits, which seems to go against this trend. In the cross-border e-commerce market where the Pinduoduo-style strategy is flourishing and branding has become the mainstream, can Pinduoduo's "cutting down" impress overseas consumers? It remains to be seen. In response to this, a group chat [Pinduoduo Cross-border Discussion Group] was created Welcome all cross-border sellers to scan the QR code to join the group and discuss related topics~ |
