For head e-commerce companies in 2019, “change” has also become the main theme.
Editor’s note: This article is from WeChat public account “ Sanyi Life ” (ID: IT-3eLife), author of Trichomonas.
Since the time from New Year’s Day to the Spring Festival is not long this year, the time for preparing New Year’s goods is much shorter than in previous years, and major e-commerce companies have also worked hard to reopen the discount mode and try hard And even many platforms have slogan “Do not snore during the Spring Festival”. In addition to purchasing new products on the e-commerce platform as usual, has the recent rise of Pinduoduo and live e-commerce become new choices for everyone?
While everyone is selling New Year’s goods on the e-commerce platform, let’s take a look at the important changes that have occurred in the entire e-commerce industry in the past 2019. Perhaps due to the impact of the overall environment of the Internet industry, there are also turning points behind the crisis. Many of the e-commerce platforms that everyone is familiar with have seen a lot of surprises in the past year. “.
Put a lot: Turn on subsidy mode and weaken the “social” attribute
The performance of Pinduoduo in 2019 can be described as remarkable. The promotion activities during both “618” and “Double 11” are enough to attract attention, and the number of users has also grown smoothly to 500 million, and It can also be seen in the financial report that the revenue of each quarter has continued to grow. As of November last year, Pinduoduo’s third-quarter 2019 financial report showed that its realized revenue was 7.513 billion yuan, an increase of 123% over the same period last year of 3.372 billion yuan. 
Behind these grand occasions, Pinduoduo also has hidden dangers. As WeChat gradually strengthened the management of the external chain, the social e-commerce gameplay on which Dodo started in the past was hit hard. Therefore, some industry analysts believe that this change in WeChat may be one of the reasons that prompted Pinduoduo’s development strategy to be more inclined to platform subsidies. After all, under the circumstance that traditional customer acquisition was blocked, it was more than 20,000 for nearly 200 brands Product offeringUnlimited consumption subsidies can also attract the attention of users.
And this also makes the former “social e-commerce” representative fight a lot, and now also works on the classic operation of the e-commerce platform “consumption subsidies”. It is reported that during the “618” event, Pinduoduo co-branding companies jointly subsidized 10 billion cash, and during the “Double 11” period, it continued to increase on the basis of the original “10 billion subsidies”.
< However, such a huge subsidy will inevitably cause the loss of Pinduoduo's financial report to expand. Also in the financial report for the third quarter of 2019, the net loss attributable to shareholders of Pinduoduo was RMB 2.335 billion (approximately $ 326.7 million), compared with a net loss of RMB 1.0983 billion in the same period last year. After the announcement, its pre-market share price fell as much as 15%. But compared to the expansion of the loss, it is more worrying that it is more and more like a traditional e-commerce platform, and it can still retain its original advantages. After all, the subsidy is not a threshold for any e-commerce company. high.
Taobao: The live broadcast platform is hot and phenomenal “Li Jiaqi” are born
Taobao, which is stable in the industry, has also undergone subtle changes in 2019. Li Jiaqi, who has top traffic in the live broadcast industry, can try 380 lipsticks in a live broadcast, and can sell more than 23,000 orders in a 5 and a half hour live broadcast, with a transaction value of 3.5 million yuan. And whenever Li Jiaqi shouted “OMG” to the camera, countless viewers placed orders on the other side of the network. Although in the eyes of most people, the explosion of live online celebrities such as Li Jiaqi happened almost instantly, but if you look into the development behind live e-commerce, it is not difficult to find that this is still an area that has been cultivated for many years. 
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< However, such a huge subsidy will inevitably cause the loss of Pinduoduo's financial report to expand. Also in the financial report for the third quarter of 2019, the net loss attributable to shareholders of Pinduoduo was RMB 2.335 billion (approximately $ 326.7 million), compared with a net loss of RMB 1.0983 billion in the same period last year. After the announcement, its pre-market share price fell as much as 15%. But compared to the expansion of the loss, it is more worrying that it is more and more like a traditional e-commerce platform, and it can still retain its original advantages. After all, the subsidy is not a threshold for any e-commerce company. high. Taobao, which is stable in the industry, has also undergone subtle changes in 2019. Li Jiaqi, who has top traffic in the live broadcast industry, can try 380 lipsticks in a live broadcast, and can sell more than 23,000 orders in a 5 and a half hour live broadcast, with a transaction value of 3.5 million yuan. And whenever Li Jiaqi shouted “OMG” to the camera, countless viewers placed orders on the other side of the network. Although in the eyes of most people, the explosion of live online celebrities such as Li Jiaqi happened almost instantly, but if you look into the development behind live e-commerce, it is not difficult to find that this is still an area that has been cultivated for many years.
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