Pinduoduo’s overseas project has recently become a hot spot in the cross-border e-commerce circle. On August 19, after the media revealed that Pinduoduo was preparing for a B2C cross-border e-commerce platform, another foreign trade merchant posted the "Pinduoduo Cross-border E-commerce Investment Guide" online. Nandu Wancai reporter noticed that the guide shows that the investment promotion is aimed at the North American market, where e-commerce is relatively mature, and it actively lowers the threshold and provides cross-border sellers with a "0 yuan settlement, 0 commission" discount. At the same time, the guide includes links to merchants. In response to this, Pinduoduo responded to Nanduwan Financial News: No comment.
Merchant settlement link exposed
The investment guide exposed this time revealed a lot of information. Pinduoduo selects all categories for investment, including clothing and shoes, luggage and accessories, children's clothing and toys, 3C digital, small household appliances, mobile phones and accessories, office supplies, etc. And priority will be given to small and medium-sized items that can be transported by air.
Mr. Luo, a cross-border e-commerce seller who specializes in the European and American markets, told reporters from Nanduwan Financial News that in terms of categories, Pinduoduo’s product selection focuses on functional single products, that is, standard products. Such products have many styles and are updated quickly, such as 3C digital products, small household appliances, etc. On the other hand, small and medium-sized goods can be shipped directly by air. Merchants do not need to stock up on large scales and can quickly attract consumers.
Pinduoduo obviously hopes to attract mature merchants in this investment promotion. The guide mentioned that those with experience in cross-border e-commerce and independent websites will be given priority. There is news that Pinduoduo is intensively contacting large sellers in South China. In addition, it adopts the consistent strategy in the domestic market to lower the entry threshold and adopts 0 yuan entry and 0 commission discounts.
In addition, the guide also includes links for merchants to apply for settlement. Merchants fill in the information according to the steps, and after passing the review, they can use the merchant backend normally.
According to media reports, Pinduoduo’s cross-border e-commerce is expected to be launched in September. The model will follow the example of SheIn, China’s largest cross-border e-commerce independent website, which is one of Pinduoduo’s most important strategic projects at present.
E-commerce giants go overseas to find new growth
After the outbreak, foreign consumers flocked online, and cross-border e-commerce and "independent websites" became popular. Last year, with the normalization of the epidemic and the large-scale ban on Chinese sellers by , Amazon, and , the popularity and growth of cross-border e-commerce declined.
Why is Pinduoduo planning its overseas business at this time? Mr. Wang, a cross-border seller who has been working in the industry for many years, told a reporter from Nanduwan Financial News that the main reason is that domestic e-commerce competition is fierce, user growth has peaked, traffic dividends have faded, and leading players are betting on the overseas track and looking for new additions. quantity.
In his opinion, in the domestic market, Pinduoduo, as a latecomer, entered the sinking market that the giants did not pay attention to, successfully seized market share and established a firm foothold. 's entry into cross-border e-commerce this time was aimed at North America, which is highly mature and has a larger market capacity, rather than Southeast Asia. This is in line with the style of the Pinduoduo team. "To enter a market in the early stage, you need to rely on a lot of subsidies. This is how Pinduoduo has developed in China, and it is familiar with the gameplay."
More cross-border sellers are delighted with the emergence of players that challenge the giants. "Amazon has indeed established a relatively good environment and ecology, providing opportunities for merchants with strong products. But it is indeed not very friendly to sellers, and the rules are getting tighter." Several cross-border sellers told reporters from Nanduwan Financial News , in the field of cross-border e-commerce, Amazon is the dominant one, and there are not many platforms for domestic sellers to choose from when going overseas. I am happy to see domestic giants enter the game. Will
follow the "low price + subsidy" strategy?
Xigua, a merchant from Chenghai toy industry belt, is considering entering Pinduoduo cross-border e-commerce. He told reporters from Nanduwan Financial News that the price war in the toy category on domestic e-commerce platforms is serious. In order to seek greater survival space, channels will be opened up this year and large quantities of orders will be received from foreign trade companies.
However, he also has his own concerns. "As a small category of toys, once you have a hit product, others will put it on the shelves at a lower price. There is no profit in shipping directly from the factory. The larger the sales volume, the less profitable it is." Xigua said, entering Pinduoduo's cross-border e-commerce and shipping overseas. The cost is high, so pay attention to whether the platform will lower merchant prices.
In this regard, a cross-border seller said in an interview with a reporter from Nanduwan Financial News that it is currently difficult to judge whether Pinduoduo’s cross-border e-commerce will follow the “low price + subsidy” model after it goes online.Foreign market environments, policies, and consumer groups are different from domestic ones, so Pinduoduo will not necessarily copy domestic methods.
Some people also think that the "low price + subsidy" model will not work. Qingyuan A foreign trade merchant who makes customized curtains said that Wish, a cross-border e-commerce company known as the "American version of Pinduoduo", is good at low prices, personalized recommendations, social gameplay, etc. It was once as famous as AliExpress and eBay and was launched in 2020. . But in the end, low prices did not retain users and merchants, and the market value has now plummeted.
However, the above-mentioned cross-border e-commerce sellers said that Douyin has entered the European and American social fields overseas, and Chinese clothing company SheIn is sweeping the US market. In the context of domestic giants preparing to build full-category cross-border e-commerce, no matter which strategy is used, Whether he can eventually tear a hole under the feet of the giant as a spoiler is worth blessing and looking forward to.
Written and written by: Nandu·Wancaishe reporter Huang Pei
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