Written by | Zhang Jin
Edit | Wang Pan
On Douban, there are many discussion groups on spelling mutual assistance and mutual discount information, and the number of groups with high activity exceeds 10,000 per capita, especially the most discussed on the Pinduoduo platform.
For example, the Pinduoduo mutual aid group showed that 29,191 people joined; Taobao Jingdong Pinduoduo mutual brush mutual aid group, reaching 27,139 people. The existence of these groups is to facilitate the members of the group to bargain with each other and get subsidies and free goods from the platform.
Pinduoduo's most fun new promotion marketing method has stirred up the WeChat traffic pool. To this day, some people's impression of Pinduoduo is still stuck in satisfying the sinking market users, but the phenomenon and data will not deceive people.
According to the 2019 data of Aurora Research, among Douban APP users, the proportion of middle and high-level consumers is the highest, at 32.35%, however, a large number of people pay attention to the preferential policies of Pinduoduo in Douban, especially the products of the 10 billion subsidy channel.
Peeping at the leopard, the use of Pinduoduo is not all the sinking market users outside the fifth ring road and townships and counties. According to the latest financial report data, Pinduoduo has as many as 850 million active buyers, becoming the largest e-commerce platform in China. Data from third-party organization QuestMobile also shows that during the 618 period this year, Taobao and Pinduoduo had the highest degree of overlap, reaching 357 million, and the scale of Taobao, JD.com and Pinduoduo overlapping users reached 137 million.
The high degree of user coincidence shows that today, Pinduoduo can no longer be defined as an online shopping platform that satisfies the crowd outside the fifth ring road, but meets the different shopping needs of the same group of people.
Photon Planet chatted with a group of young people with certain spending power, and from them, we can glimpse that Chinese consumers are eager for a more affordable and fun shopping experience, and still pursue consumption habits that balance cost performance and quality of life.
<h1 class="pgc-h-arrow-right" data-track="21" > I bought 3C products in Pinduoduo</h1>
Since being used by his ex-girlfriend Ann to buy nuts with Pinduoduo, Liu Can, the marketing director of a technology company in Beijing, has fallen in love with this rising star in the e-commerce industry, and even uninstalled JD.com.
According to the October consumption statistics he showed to Photon Planet, a total of more than 3,000 yuan came from Pinduoduo, and the remaining more than 1,000 were spent on Taobao. "This year's Double Eleven also plans to buy two iPhones 13, the subsidy is very high, is the lowest price on the whole network." Liu Can's praise for the tens of billions of subsidies is overflowing.
Tens of billions of subsidies have made Liu Can's shopping habits change dramatically, he hates to fill his mobile phone with various apps, has always sought to be able to use a shopping software to meet all shopping needs, and now Pinduoduo has basically become his main shopping place. "Department stores, fruits, electronic products, shoes are all bought in Pinduoduo", in order to facilitate and save trouble, Liu Can's clothes are all solved in Uniqlo.
However, this is a secret belonging to Liu Can, and under the stereotype of the original public opinion, his love for Pinduoduo seems to be a little difficult to express. Until one afternoon, Xia Xia, a female colleague recognized by the marketing department as the best in appearance, family background and clothing, received and unwrapped the SK-II cosmetics ordered in Pinduoduo, colleagues began to discuss Pinduoduo, and Liu Can also "confessed" his experience of "defecting" to Jingdong.
Originally, Liu Can was responsible for 11 people in the marketing department, 4 of whom would often go shopping on Pinduoduo, and 3 people used it occasionally, from office supplies to laptops, the latest iPhones, etc., all of whom were buying in Pinduoduo.
A year ago Wang Peng fell in love with photography, planning to buy a Canon worth tens of thousands of SLR cameras, after a friend recommended, he found that Pinduoduo is cheaper than other platforms, there is an official subsidy of 698 yuan, but affected by the outside world's negative evaluation of Pinduoduo, he does not dare to easily place an order.
Later, under the comments of the product of Pinduoduo, he added the WeChat of three purchased users through the "comment" function, and after some exchanges, he participated in the group with confidence, and after receiving it, he checked it through official channels to be genuine.
This shopping experience a year ago, so that Wang Peng no longer stuck to a Jingdong family to buy electronic products, began to use Pinduoduo, and recently bought Huawei's classic folding screen mobile phone Mate X2, "after the offline experience store inspection is indeed genuine, the platform subsidy of 1399 yuan, is too fragrant."
More and more consumers buy 3C products through tens of billions of subsidies, and after the iPhone 13 came out last month, it was called "13 incense" by many users on the Pinduoduo platform. A consumer who claimed to buy the iPhone 13 as a backup machine decided to place an order in Pinduoduo after comparing the prices of various platforms.
More and more people are beginning to dare to buy more expensive things in Pinduoduo. Some of them were first because of the single pit, some because of buying fruit, or to buy cost-effective daily necessities, and now they have been tested step by step, and finally dare to buy thousands or even tens of thousands of goods in Pinduoduo, using actions to broaden the boundaries of Pinduoduo's SKU, and also enhance the "fight" rate of Chinese shopping crowds.
Up to now, Pinduoduo's tens of billions of subsidies have covered computers, mobile phones, home appliances, cosmetics, women's clothing, bags and other categories, the platform side has given various brand products with attractive subsidies, in the pursuit of cost-effective consumption today, young people began to choose tens of billions of subsidies to buy brand goods.
In the tens of billions of subsidies, straight men get happiness in 3C electronic products, and some people achieve luxury freedom.
<h1 class="pgc-h-arrow-right" data-track="49" > consumption is the self</h1>
"Online is existence, consumption is self", a user looks at the current online shopping, and now users buy things more about happy consumption.
They buy a pair of socks will compare the price of the whole network, and they can also buy tens of thousands of yuan of luxury goods without blinking. Zhang Jun, a girl from a large factory in Beijing, is one of them, who often buys cotton drags for 10,000 people on Pinduoduo, and also buys more than 15,000 Gucci shoulder bags in the 10 billion subsidy channel. She said she had a dream very early on that she had to buy herself a luxury in the first year of work, but she didn't expect it to come true so quickly.
"The company is afraid that the girl will buy luxury goods for the first time, because she is afraid of the shopping guide's offline store, she is afraid to go to the shopping guide, and she is afraid of being deceived, and finally decided to shop online, and after comparing multiple platforms, she found that Pinduoduo has the highest cost performance."
Because in Pinduoduo to buy luxury goods, Chengdu female white-collar Yang Lei was once questioned by her family, and finally she used an excellent shopping experience to let the whole family start to use Pinduoduo this year, and the family group had a sharp increase in the spelling rate, she laughed and said that she had successfully let her family "turn black to pink" on Pinduoduo.
On National Day last year, when Yang Lei shared nearly 30,000 Dior Daifei bags she bought in Pinduoduo in her family group, it instantly caused a family group earthquake, and one after another questions came through the screen, more questions about the purchase channels, which she had not thought of in advance. Mom even called directly to ask her if she was crazy, dared to buy luxury goods in Pinduoduo, and the fashionable aunt let her directly return and would help her buy one back in the store.
Ten days later, when she took the bag she received to her aunt who was very precious about luxury goods, her mother also let Yang Lei place an order for another Dior. "Only the aunt in the family understands luxury goods, every time we want to buy luxury goods, only the aunt who works in Chengdu takes them to buy, and now some brands can buy luxury goods alone after buying in Pinduoduo."
With this luxury experience, once in their home, most of the elders think that the quality of Pinduoduo is unreliable, and now, fruits, vegetables, clothes have begun to buy in Pinduoduo, and the aunt has also begun to try tens of billions of subsidies for LAMER, SK-II and other big-name skin care products.
Unlike her family, Yang Lei began to use Pinduoduo very early, from toilet paper and Apple mobile phones to luxury goods such as Versace Peninsula Memory Perfume and Burberry Trench Coat, in her opinion, as long as the quality is guaranteed, there can also be discounts, Pinduoduo and other platforms are the same. Even if it is a luxury product, every time she will compare the price of the whole network, which is cheap to buy where.
Like Yang Lei's experience, the mother of Wu Shuang, a female white-collar worker in Shanghai, did not let her daughter who had just entered the workplace shop on Pinduoduo because of the comments on the Internet, but many of her colleagues and friends around her daughter used Pinduoduo, she bought skin care products for the mystery of the sea blue under her colleague Amway, and after receiving the goods, she found that the quality was no problem, and her mother was also circled, so she fell in love with Pinduoduo, who could receive a variety of slashes and help links every day.
Today, apples and "apples" can be bought in Pinduoduo, and young people who dare to try will not stick to the past shopping habits, and consumption will be more rational. They do not mind the way others see themselves, but try to use their own way to find a better version of themselves, through their own knowledge, judgment in many platforms to buy the most cost-effective goods, which is vividly reflected in many young people who love to study.
<h1 class="pgc-h-arrow-right" data-track="73" > self-cultivated "consumption upgrade"</h1>
When we wanted to know what kind of people were mainly buying thousands or even tens of thousands of goods in Pinduoduo, we found dozens of people through WeChat address books and social networks to inquire one by one, and finally found that this attempt failed.
Among these people, they are not only teachers, doctors, and civil servants in the county, but also financial, IT, and real estate elites in first-tier cities, including post-00s students who have just entered the university, and middle-aged big brothers and sisters who have worked for many years without economic pressure. Therefore, it is difficult to find a suitable portrait to describe this group of people.
But we also found that this group of people generally have a commonality, few of them are directly up to start buying high-priced goods, the initial almost all come from the purchase of fruits, daily necessities and other low-cost free shipping products, gradually try to buy furniture, electrical appliances, women's clothing, etc., and then dare to buy 3C digital, cosmetics, luxury goods and other high-priced goods.
Jiangsu girl Naibei is a fan of pinduo multiplicity, from the initial only buy garbage cans, to now dare to buy mobile phone 3C, big-name cosmetics, bags and other high-priced products, most of the daily shopping choose Pinduoduo.
"If you are a little more expensive, you will shop around." Adhering to this view of consumption, Naibei likes to delve into it and does his homework before each purchase, such as following some clothing bloggers and sharing with friends. "The quality is comparable to the store hundreds of yuan larger goods, now Pinduoduo has many factory stores, in fact, the quality of things and brand stores is similar, but the price is much lower."
The factory store in her mouth actually refers to the domestic brand, and the product quality of the famous brand is almost the same, but it is less than the cost of marketing, middlemen to earn the difference and many other links, so Naibei can buy down jackets with quality comparable to the brand.
Today, there are more and more young people like Naibei, who are more concerned about the cost performance when buying things. This group of young people knows the attributes and characteristics of various online shopping platforms and marketing routines, they like to save money on low-priced goods, and gradually explore how to choose high-quality and high-priced goods.
"Because of the emergence of Pinduoduoduo, slowly everyone is more cost-effective than who buys things," a North Drift said of the changes in the consumption concept of himself and those around him.
They regard this purchase behavior of seeking higher quality on the basis of cost performance as a manifestation of serious life. On social platforms such as Xiaohongshu and Douyin, which show off their wealth and excessive beauty content, internet celebrity restaurants, ultra-high filter punch card holy places, and cloud beauties have triggered waves of anxiety. Anxiety such as age, appearance, and education makes contemporary young people constantly chase less than a hundred figures, flawless makeup, and punch cards like flowers, but behind this is the deliberate inducement of various merchants and brands, and the chase makes young people physically and mentally exhausted.
Slowly, the "glamorous" presented on the Internet is increasingly disenchanted, people begin to awaken from the consumerism constructed by capital, the pursuit of physical and mental pleasure in daily life is fundamental, and ordinary people begin to focus more on their own consumption.