Core Insights - Pinduoduo's short video platform, Duoduo Video, is shifting its focus towards a "grass planting" strategy, aiming to enhance merchant advertising through content creation [1][5] - The platform has introduced monthly earnings rankings for content creators, marking its first initiative to publicly share earnings related to its short video business [1][3] - The "Duoduo Grass Planting Plan" was launched to incentivize high-quality content creation through cash rewards and lower participation barriers for creators [1][3] Group 1: Earnings and Incentives - The earnings for creators in the rankings are derived from the "Duoduo Grass Planting Plan," with top earners in food, home goods, and fashion making thousands to tens of thousands of yuan monthly, while those in the maternal and child care sector earn around a thousand yuan [3][5] - Creators can also earn commissions by linking products in their videos, providing an additional revenue stream [3][5] Group 2: Market Position and Competition - Pinduoduo is re-entering the short video market with a focus on "grass planting," a strategy already adopted by competitors like Taobao and JD.com [5][7] - Despite having over 150 million daily active users at its peak, Duoduo Video has struggled to establish a significant commercial presence compared to platforms like Xiaohongshu and Bilibili [8][10] Group 3: Challenges and User Trust - The challenge for Pinduoduo lies in building user trust in its "grass planting" content, as the platform's initial purpose was to drive user engagement rather than purely commercial interests [10] - The platform's low-cost supply model may conflict with the immersive content strategy required for effective short video marketing [10]
虽迟但到,拼多多如今也走上了“种草”这条路