雷峰网·2025-04-02 07:17Core Viewpoint - The article discusses the complexities and challenges of traffic redistribution among major e-commerce platforms, particularly focusing on Pinduoduo and Alibaba's strategies in the competitive landscape of online retail [1]. Group 1: Pinduoduo's Performance - Pinduoduo's full-site promotion has achieved a merchant penetration rate of nearly 40% within a year and a half, contributing significant revenue of 141 billion, 147 billion, and 230 billion yuan in Q1, Q2, and Q3 respectively, accounting for 55% of its total advertising revenue [2]. - Pinduoduo's aggressive target for 2024 is to reach an 80% penetration rate for its full-site promotion [2]. Group 2: Alibaba's Competitive Strategy - In 2023, Alibaba launched its full-site promotion in response to Pinduoduo's strategies, aiming to capture market share from low-price competitors and enhance its advertising revenue [3][5]. - Alibaba's full-site promotion currently has a penetration rate of over 10%, with a target of reaching 30% [3]. Group 3: Challenges in Traffic Redistribution - The complexity of traffic redistribution is heightened by the need to balance interests among various stakeholders, including factories, brands, and distributors, as well as different user levels within Alibaba's ecosystem [10][11]. - The internal coordination challenges within Alibaba are significant, as different departments have conflicting goals regarding user growth and revenue generation [9][10]. Group 4: Brand vs. White Label Dynamics - Alibaba's strategy has shifted from prioritizing low prices to focusing on quality, price, and service, complicating the balance between promoting white-label products and established brands [11][12]. - The internal conflict arises as brands demand control over their visibility while white-label products seek stable traffic, leading to a challenging dynamic for traffic allocation [14][15]. Group 5: Performance of Full-Site Promotion - Despite initial expectations, Alibaba's full-site promotion has not yet shown significant improvements in customer management revenue (CMR), with a reported growth of 9.4% in Q4 2024 [19][20]. - The mixed nature of public and private traffic on Alibaba's platform limits the effectiveness of its full-site promotion compared to Pinduoduo, which primarily utilizes public traffic [21][22]. Group 6: Future Outlook - Alibaba's strategy is evolving towards a differentiated approach that balances quality and price, with the potential for gradual improvement in commercial revenue as merchant engagement increases [25]. - The ongoing adjustments in traffic distribution mechanisms indicate a dynamic balancing act between competing interests, with the expectation that performance will improve over time [25].