Editing questions
Recently, a fast application named "Mei Mei Da" in Pinduoduo has been frequently reported in newspapers. The application was developed by Shenzhen Qianhai Jiangxinzhi Information Technology Co., Ltd. Guangzhou Branch. According to the inquiry, the legal person of this company is Pinduoduo CLO Zhu Jianxi. From the application introduction, Meimei's main function is to recommend hot-selling clothing, beauty, life and home goods.
After the experience of "E-commerce Online", it is found that this is another attempt of Pinduoduo in the field of e-commerce shopping guide. In April and August last year, Pinduoduo successively launched "Compare More and Better" and "Choose More", whose main function is to recommend goods, but the former has stopped updating at present. Comparatively speaking, "Mei Mei Big" is more focused on the women's market and only does certain categories.
On the other hand, Pinduoduo is still cautiously exploring new growth sectors. Can launching new applications, doing shopping guide business and catching female consumers become Pinduoduo's next wealth password?
Meimei is a fast application, which is currently only available in the Android application market. It can be used without downloading, and the fast application is lighter than the extreme version, which is more friendly to consumers in the sinking market with limited mobile phone capacity. From the application interface, Meimei has been opened 3.32 million times, but only three people scored, with a score of only 3.7.
E-commerce Online summarizes several details of beauty:
1, there are only five categories, and the content revolves around women.
Meimei's main page is very simple, divided into two sections: "Selected Classification" and "Best-selling in the whole network". There are only five categories selected, namely "women's wear", "shoes and bags", "beauty products", "underwear shaping" and "fruit slimming method".
Commodity display takes illustrations, samples, names, prices, XXX pieces, purchase links and collections as examples. The tabs at the bottom are "Home", "Recommendation" and "My"-actually, there is little difference, and "Recommendation" is a double waterfall of goods; "mine" includes "my collection" and "question feedback", and a large number of goods are laid below.
Compared with "Duoduo Select", which is still in operation, the latter has 18 product categories and is more focused. The selected categories are all female users' products, and its positioning is more clear. The similarity is that both of them are oriented to selling goods, lacking the gameplay and social fission of the main station.
2. Drainage main station, the purchase route is longer.
Shopping in beautiful places is obviously different from shopping in Pinduoduo. On the beautiful product details page, there will be two reasons for consumer recommendation, followed by the product, and there is no channel for product evaluation and customer service dialogue.
After the experience, it is found that shopping on Midea's website takes a long way: after selecting a product, you need to copy the purchase link, open it in the browser, and the product details page on Pinduoduo will be displayed, and then jump to Pinduoduo APP to buy it. If you don't download the APP, you will be prompted to install it, which is more like external drainage for the main station.
Comparatively speaking, "More Selection" is to directly move the product details page of Pinduoduo APP. Consumers don't need to jump to Pinduoduo APP after logging in, and they can buy directly after filling in the delivery address. There are two payment methods: WeChat and Alipay.
3. Sell all explosive goods on Pinduoduo.
All the beautiful goods come from Pinduoduo APP, and the store can be found directly in Pinduoduo. The unit price of commodity customers is not high. 9.9 yuan's eyeliner, 1.5 yuan's beauty egg, and 23.8 RMB jeans, all of which are within 100 RMB.
For example, a pair of leggings sold in Britain and the United States, priced in 6.6 yuan, shows a single order of 65,438+10,000 pieces, from Golden Women's Wear, which is the best seller in Ms. Pinduoduo's leggings shop. The products recommended by Britain and the United States are basically the highest-selling explosive products in the store, and the prices are the same as those in Pinduoduo. However, many merchants said on e-commerce online that they didn't know how beautiful their products were and didn't feel the obvious increase in sales.
According to the preliminary judgment, Meimei is an official channel attempt for the women's wear market, taking sales volume as the most important factor to make recommendations, and directly grabbing goods from the main station.
Exploring the commercial essence of beauty and beauty, we will find that it is a more elementary e-commerce model. Relying on the purely recommended logic of "finding people by goods", there is no search function of mainstream e-commerce platforms.
In the early days, Pinduoduo relied on this integrated low-cost supply chain to form differentiated competition with Taobao, thus opening up small towns and rural businesses in China. However, this model lacks brand precipitation and is not friendly to brands that have accumulated word of mouth.
There are many small commodities with good quality and low price in Britain and America, and cost performance has become the only measure of sales recommendation means. You can hardly find big brands of beauty cosmetics, and white brands are full of pits. Pinduoduo singled out the categories that women pay attention to, which is more like a low-priced version of Mushroom Street for shopping guides, but the actual situation is more inclined to be a rebate network.
At present, several mainstream shopping guide platforms in the market can be divided into two types: first, consumers can get consumption rebates or discounts when purchasing goods on the platform, such as rebate network, Taofen bar, Hui Hui network and so on; Second, consumers can quickly achieve the purpose of "planting grass" or "pulling grass" by knowing the brand and product information through graphic and video content, such as Little Red Book, What is worth buying, Mushroom Street and so on. The former is price-oriented and the latter is content-oriented, which solves two problems: saving time and money.
Help you find the goods you want quickly, save time, find the lowest price of each e-commerce platform and save money.
Most of the above platforms are third-party platforms around the ecological prosperity of e-commerce, earning the commission of the first-class e-commerce platform, while Pinduoduo Meimei has no extra commission, and it is hard to be convincing, because it is also a shopping guide and seller. Algorithm recommendation is the first screening. After clicking on the product details page, two users recommended the second screening, which is to strengthen planting grass and let you place an order quickly. The only two layers are very thin.
For a long time, both e-commerce platform and shopping guide platform have invented many functions-from Taobao to JD.COM-in order to sell goods better. The most basic commodity evaluation, consumer's question and answer, opening a large number of kol in Xiaohongshu and Mushroom Street to close the distance with consumers, and then all kinds of popular live broadcasts, shopping lists and leaderboards are all aimed at deepening consumers' trust and better shopping guide behavior.
The arrangement, combination and flexible application of these means have accelerated the integration of content, goods, platforms, businesses and consumers.
From this perspective, the recommendation of the United States and the United States based on price and sales volume is not accurate. It is more like a supplement to the main station, facing female users, that is, a temporary consumption scene of buying and leaving.
Since the recommendation is not allowed, selling goods is not the first goal of beauty. Another significance of shopping guide is to constantly recommend goods to you and cultivate your consumption inertia.
In Zhihu, there is a very hot topic: # Is it shameful for girls to use Pinduoduo #, and the topic has gathered 178 long answers. The focus of the topic is basically on "buying clothes in Pinduoduo" and "buying cosmetics in Pinduoduo". Some friends revealed their online shopping preferences: home appliances go to JD.COM to buy, clothes and cosmetics go to Taobao to buy, and fruit and daily necessities go to Pinduoduo to buy.
Pinduoduo has a large number of female consumers, and it doesn't want to sell only fruits and daily necessities. According to the data of "Women on the New E-commerce Platform" published by China Women's Network, nearly 50% of female consumers take cost-effectiveness as the first consideration when shopping, and 93% of female users have actively shared goods with friends.
For Pinduoduo, women's products, such as beauty cosmetics and clothing, are the parts that it is eager to grow. According to the financial report data, the gross profit of L 'Oré al Group in 2020 was 20.459 billion euros (about 65.438+0062 billion yuan), accounting for 73.1%of the sales; In the same period, the gross profit margin of ZARA's parent company Inditex Group remained at 55.8%. Compared with agricultural products, beauty clothing has a larger profit margin, and the cost of warehousing, logistics and transportation is lower, which can well drive the unit price of platform customers.
The relevant person in charge of Pinduoduo said in an interview, "The platform is keeping a close eye on relevant trends, and continuously enriching product categories by increasing preferential measures to fully meet the needs of female consumers for quality life."
At the "Fu Nv Festival" in Pinduoduo in March this year, Pinduoduo's "10 billion subsidies" increased the financial subsidies for women's products such as women's wear, beauty cosmetics, personal care, HPV vaccine, etc., and the subsidies for some big-name single products were as high as 50%.
However, in terms of beauty cosmetics, clothing and other categories, international brands still keep a distance from Pinduoduo, and it is their concern to destroy the brand image and price system. At present, more products are more like an option of destocking, and brands will enter the platform through dealers.
In this context, the grouping of "women's wear", "shoes and bags", "beautiful cosmetics" and "underwear shaping" by Meimei is more like an attempt by Pinduoduo to open up new channels for women's categories. At present, only the Android application market is launched, and there is obviously a lack of a strong traffic portal. Whether the recommended products in a single form can impress girls' hearts still needs to wait and see.