拼多多：把“消费降级”倒过来

Core Viewpoint - The article emphasizes that homogeneous competition leads to inefficiency and does not create new demand, highlighting the need for businesses to adapt to changing consumer preferences rather than relying on price competition [2][4][5]. Group 1: Homogeneous Competition and Market Dynamics - Homogeneous competition arises when businesses lower costs to compete on price, leading to a mismatch between supply and demand [2][4]. - The growth of online shopping in China has plateaued, with the penetration rate only increasing by about 2% from 2020 to 2024, indicating that the e-commerce sector has reached its demographic dividend peak [5]. - The overall growth rate of online retail has slowed, with a reported 8.3% year-on-year increase in physical goods online retail sales for the first ten months of 2024, marking a historical low [5][8]. Group 2: Successful Case Studies - Brands like "大黄蜂" and "缺牙齿" have found growth opportunities by aligning their products with consumer needs rather than competing solely on price, achieving significant sales increases [11][12]. - "缺牙齿" has seen an average annual sales growth of over 50%, demonstrating that understanding consumer demand can lead to success even in a slowing market [12]. Group 3: E-commerce Platform Dynamics - Pinduoduo excels at matching supply and demand, which is crucial for its success in the competitive e-commerce landscape [15][27]. - The platform has shifted from being a hub for white-label products to a space that accommodates brands positioned between white-label and well-known brands, creating a new market segment [19][21][27]. - Pinduoduo's initiatives, such as the "千亿扶持" plan, aim to support new quality merchants who can adapt to changing consumer trends and provide competitive products [26][27]. Group 4: Consumer Behavior and Market Opportunities - There is a growing demand for personalized products, and consumers are willing to pay a reasonable premium for items that meet their specific needs [21][25]. - The article suggests that businesses that can identify and respond to these evolving consumer preferences will find opportunities for growth in the current market environment [21][27].