拼多多…创新零售平台案例研究

A model as observed throughthe case ofPinduoduo •Simple scrolling, no text input•Curiosity, discovery driven•Mobile friendly•Short fragmented pockets of time•Emotional, impulse •Delight and engage•Foster daily usage habit•Dynamic, lively interface•Constant new features & games•Build sense of achievement •Team purchase for lower price•Seamless experience acrosssocial platforms & native app•Share purchase history w/ friends•Livestream interactions with buyers InteractiveEcommerce Digital Carnival Table of Contents I.Executive summary and Introduction5II.What is interactive e-commerce?9III.The Rise of Pinduoduo and Development of Interactive E-commerce24IV.The Pinduoduo Story31V.PDD & interactive e-commerce: results, potential, and limitations46VI.Conclusion52 Executive Summary This paper seeks to define and explore theconcept of “interactive e-commerce,” asillustrated through the rise ofPinduoduo.Interactive e-commerce can be understoodas an integration of consumer-facingelements of user experience:recommendation, community andentertainment-enabling supply-sideoptimization to offer increased value to theconsumer. Interactive e-commerce humanizes the onlineshopping experience. It is an approach thatrecreates the enjoyable experience ofshopping in the physical world for the digitalage. While aspects of this model have beenapplied in a number of ways throughout thedigital economy, Pinduoduo’s rise providesperhaps the clearest case of a companywhose success is directly tied with theapplication of interactive e-commerce. It isthe largest and most prominent e-commercecompany to build its business modelpurposefully around the notion of interactivee-commerce:combining community,entertainment, and recommendation toprovide more value for money to theend-user. Interactive e-commerce can be viewed as anextension of the popular “Disney and Costco”characterization: “Disney,” as it provides anentertaining, engaging, and sociallyconnected user experience. “Costco” in that itcan leverage insights drawn from users anddirect relationships with manufacturers toachieve efficient economies of scale, and thussuperior value for money. IntroductionIntroduction E-commerce has come a long way fromthe Yellow Pages-style online catalogs witha fax number to the one-click, same-daydelivery to which consumers in somemarkets have become accustomed. experience for the shopper along withimproved value for money. The development of e-commerce until afew years ago has largely been driven by afocus on efficiency, wider choice, andconvenience.It has largely neglected thebroader recreational and emotional rolethat shopping has traditionally played insocieties. It is in China, home to the world’s mostadvanced e-commerce industry, that themove away from the legacy search-basedmodel of e-commerce continues at anaccelerated pace. Replacing the old is anew interactive experience that morefaithfully represents how people shop inthe physical world, offering a fun markets and bazaars attract shoppers asmuch for their lively environments as forthe goods they sell. Tupperware orMary Kay parties provide opportunitiesfor friends to connect. Luxury boutiqueson Rodeo Drive don’t simply sellexpensive clothing but offer anenvironment of sophistication andprestige that transcend their products. Shopping is as much a pastime andmethod of bonding with others as it is acommercial exchange of money andgoods. Offline shopping often holds adelightful element of discovery andserendipity that is missing from thestep-by-step process of traditionale-commerce. In the physical world, a wide diversity ofsuccessful business models have risen tomeet such broader human needs.Shopping malls serve as weekend familydestinations not simply for their stores,but movie theaters, gaming arcades,and children’s playgrounds. Farmer’s Humans do not shop simply to acquireproducts rationally, but as part of apleasurable experience to feel things aswell. Modern mobilee-commerceinterfaces arelively, dynamicand interactive The genesis of this paper To the outside world, PDD is oftenconsidered a classic case study of“social e-commerce,” a termpopular with media and investors,as an attractive shorthand for theconsensus that social networkshave immense potential to beharnessed towards the facilitationof e-commerce, itself aninherently social activity. Upon further exploration, wefound the social aspects of PDD’splatform to be one elementamong several in a broadermodel. “Interactive e-commerce”was not a buzz phrase generatedfor public relations purposes; toour knowledge, at no point had itbeen communicated externally. Ithad simply gained tractionamongst staff as an accurateshorthand to describe what theywere doing. 8Yet last year when conductinginterviews in the early stage ofresearching this topic weuncovered a quite unexpecteddetail.When describing the PDDmodel, we found that the term“interactive’ was frequently usedas the primary descriptor. It is thisterm that our paper a