Big move! Pinduoduo’s web version is launched in a low-key manner, “challenge” on Taobao and JD.com?

Pinduoduo, which has become one of the domestic e-commerce giants through cultivating the sinking market, is one of the few e-commerce platforms that do not have its own web version.

Recently, Pinduoduo has quietly launched the web version of Pinduoduo - "Pinduoduo Discount Mall" .

The refreshing version of "Pinduoduo" without "cutting a knife"

Pinduoduo suddenly took the route of Taobao and JD.com.

The page of the web version of Pinduoduo is very refreshing. The left side is the category list, the main C position is the promotion banner, and the lower side is the product recommendation.

The overall structure of the web page is similar to that of Taobao and JD.com, without the dazzling marketing methods such as "cutting a knife" on the mobile phone, a simple and elegant atmosphere comes to your face.

Although it is a web page, unlike Taobao and JD.com, " Pinduoduo Discount Mall" is more like a web page prototype, and every step is inseparable from the mobile phone.

Just like after opening a web page, you must log in on your mobile phone to see the page; the product cannot be added to the shopping cart, so you can only purchase it directly; even when paying and settlement, you need to scan the code on your mobile phone to place an order, and currently only support WeChat payment.

As a web-based shopping platform, such operations are not in line with the usage habits of the PC side.

Moreover, no common functions such as orders, customer service, and logistics were found on the page.

As of now, the web version of Pinduoduo is like a "semi-finished product" with incomplete functions, but according to the size of Pinduoduo, there is no big problem in creating a website with all internal organs.

So what is the desire to launch a "not easy to use" web version at this time?

The reversal of the times

When everyone tried their best to find out tricks on the APP, Pinduoduo took the lead in using web pages to increase external channels.

This reminds people of this that Douyin launched a live broadcast all-in-one machine not long ago, sounding the clarion call to enter the live broadcast hardware track, and finding a new growth point like a different approach.

So does Pinduoduo also want to seek new growth points through the web version?

iMedia Consulting has released the "2021 Special Research Report on Enterprise Service Industry in China's E-commerce Field", which shows that the transaction volume of the domestic mobile e-commerce market has been on an upward trend, but the overall growth rate has slowed down significantly since 2020.

Source iMedia Consulting

Therefore, after the e-commerce era moved from the PC to the mobile terminal, it began to reversal and trace back.

Among them, Douyin and Kuaishou has successively launched web versions, grabbing the markets of streaming media such as "iyou and Tencent", and even divided the markets of game live broadcasts such as Douyu and Huya.

In contrast, Pinduoduo's financial report for the first quarter of this year saw revenue increase by 7% year-on-year, average monthly active users increased by 4% year-on-year, and active buyers increased by 7% year-on-year. Although the data is still growing, compared with the "Running Horse" in previous years, Pinduoduo's growth rate has clearly fallen into a bottleneck period.

At the same time, as strong competitors in the sinking market of Pinduoduo, Jingxi Pinpin and Pinduoduo's users overlap rate exceeds 85%.

With wolves in front and tigers behind, perhaps expanding the webpage has become the best choice for Pinduoduo at present.

Connect the business ecosystem chain on the web

As a senior of web version e-commerce , Taobao and JD.com have been going through more than ten years and have very mature applications for the development of web pages.

The biggest feature is the port of merchant service.

JD.com's website opens a window for "enterprise procurement" for corporate users.

For enterprises, the computer side is obviously more suitable for office scenarios and can meet users' needs for public transfers, invoices, communications, etc.

Pinduoduo has two ready-made business web pages similar to Alibaba 1688's "Pinduoduo Wholesale" and "Pinduoduo Merchant Backend".

The "Pinduoduo Discount Mall" on the web page may be used as the last puzzle to connect the entire web page's business ecosystem.

Entering first- and second-tier cities

As we all know, Pinduoduo, which is "rich and powerful", has a good skill in "10 billion subsidies", but the practice of burning money cannot support long-term development.

At the same time, competition in the sinking market is becoming increasingly fierce, and the bottleneck of user growth is also tightening, which makes Pinduoduo urgently need to make up for the driving force of growth - users in first- and second-tier cities.

Faced with users in first- and second-tier cities, Pinduoduo needs to change his past "stereotype" and enhance the confidence of the target group in the brand.

Pinduoduo will start to create a high-end version of "Pinduoduo" in 2021 - group buying, such as Taobao and Tmall.

This is an indispensable part of acquiring high-net-worth users, and it is also Pinduoduo's determination to enter the first- and second-tier markets.

The web version launched this time is generally simple and clean, and it lacks the dazzling array of "limited-time flash sale" in the APP, taking into account the usage experience of some users and also meets the needs and experience of users in first- and second-tier cities.

Of course, before everything is concluded, all ideas are imagination.

At present, there are still considerable shortcomings in Pinduoduo’s web page. In order to truly acquire potential customers, Pinduoduo also needs to quickly improve various functions and reflect the concept of “discount mall”!