随着电商的蓬勃发展，淘宝控价成了热门话题。今天，我们就来聊聊这个话题！ 很多人都以为淘宝控价就是简单粗暴地限制最低价，其实远不止如此！它通过系统化的手段，对电商平台上的商品价格进行全方位的监测和管理。 1、控价的目的是： 淘宝控价可不是靠"喊口号"就能实现的，它需要一套完整的实施流程和手段。主要分为两大步： 1. 严密的监测： 2. 强有力的干预： 维护品牌形象和价值： 避免低价竞争损害品牌高端形象。 稳定市场价格体系： 防止价格混乱，保障市场秩序。 保护经销商利益： 让经销商有合理的利润空间，避免恶性竞争。 打击假货和窜货： 维护消费者权益，营造健康的购物环境。 淘宝控价是一个系统工程，需要品牌方从多个角度构建防控体系。完整的控价流程通常包括四个关键环节： 1. 资质准备与知识产权布局： 这是控价的基础，要提前准备好商标、专利、版权等知识产权证书，并完成平台备案。 2. 价格监测与数据收集： 利用专业的软件工具，对线上价格进行实时监控，收集违规链接信息。 3. 分级处置与精准打击： 根据违规情节的严重程度，采取不同的处理方式，例如投诉、举报、沟通等。 大数据监控： 利用大数据工具，实时抓取商品链接，分析价格 ...

Core Viewpoint - Pinduoduo's Q1 2025 financial report shows total revenue of 95.672 billion yuan, a 10% increase, but net profit dropped 47% to 14.7 billion yuan, both figures falling short of market expectations [1] Group 1: Financial Performance - Pinduoduo's Q1 total revenue reached 95.672 billion yuan, growing only 10% year-on-year [1] - Net profit attributable to ordinary shareholders was 14.7 billion yuan, a significant decline of 47% compared to the previous year [1] - Transaction service revenue grew by just 5.8% to 47 billion yuan, below the expected 56 billion yuan, indicating aggressive merchant support and commission reductions [2] Group 2: Merchant Support Initiatives - Pinduoduo has implemented various initiatives such as "100 billion reduction" and "new quality merchant support plan" to alleviate costs for small and medium-sized merchants [1][2] - The platform has reduced technical service fees, allowing merchants to save significant amounts; for example, a merchant in Shaanxi reported saving over 10,000 yuan monthly due to fee reductions [2][3] - The introduction of promotional software service fee refunds has also benefited merchants, with some reporting annual savings of up to 100,000 yuan [3] Group 3: Marketing and Subsidies - Sales and marketing expenses surged by 43% to 33.4 billion yuan, driven by increased promotional and advertising spending [4] - Pinduoduo's first-quarter GMV growth reached 16%, totaling 1.07 trillion yuan, indicating effective consumer stimulation through subsidies [4] - The "100 billion subsidy" plan for new quality merchants has led to significant price reductions for consumers, with some products seeing subsidies of nearly 30% [5] Group 4: Future Plans - Pinduoduo plans to continue exploring further commission reduction measures and expand support to small and medium-sized merchants [6] - The company has launched a "1 trillion support" plan to invest in merchant transformation over the next three years, including various consumer subsidy initiatives [5]

Core Insights - The 618 shopping festival has evolved into a longer event, lasting over a month, emphasizing discounts and subsidies, leading to a more diverse consumer experience [1][3] - The new promotional strategies are shifting from bulk purchasing to understanding real consumer needs, creating opportunities for various product categories [3][4] - Small and medium-sized businesses (SMBs) are benefiting from this change, leveraging the festive atmosphere to enhance their unique product offerings and capture new market opportunities [1][6] Group 1: Changes in Promotional Strategies - The traditional model focused on major brands and high-volume sales is transitioning to a model that emphasizes consumer engagement and diverse purchasing motivations [4][5] - New promotional tactics include creating a festive atmosphere that combines shopping with celebratory experiences, moving away from mere discount calculations [5][6] - The extended duration of the promotion allows for multiple consumer engagement points, enabling businesses to cater to varied consumer needs [6][13] Group 2: Opportunities for Small and Medium-Sized Businesses - SMBs are increasingly important in meeting the diverse demands of consumers during the new promotional period, offering unique and differentiated products [11][19] - The longer promotional cycle allows SMBs to spread out their marketing efforts, reducing competition for traffic and enabling them to find their own rhythm [13][24] - Successful SMBs are utilizing platform marketing tools and seasonal events to enhance their visibility and sales, as seen in various case studies [15][21] Group 3: Consumer Behavior and Market Trends - The new promotional landscape is characterized by a shift towards more personalized and emotionally driven purchasing decisions, with consumers seeking unique value beyond just price [9][20] - Specific consumer needs are emerging around various cultural and festive events, allowing businesses to tailor their offerings accordingly [6][19] - The integration of content-driven marketing strategies is proving effective in attracting consumer attention and driving sales during the promotional period [18][20]

Core Viewpoint - Pinduoduo's Q1 2025 financial report reveals a significant decline in profit and a slowdown in revenue growth, leading to a sharp drop in its stock price, indicating a strategic shift towards long-term investments over short-term profits [1][21][25] Revenue and Profit Summary - Pinduoduo reported Q1 2025 revenue of 95.7 billion RMB, a 10% year-on-year increase, but net profit fell to 14.7 billion RMB, down 47% year-on-year [1][10] - Adjusted net profit was 16.9 billion RMB, reflecting a 45% decline compared to the previous year [1][10] - Advertising revenue grew by 14.8%, exceeding market expectations, while commission revenue dropped significantly, contributing to the overall revenue slowdown [3][6][7] Strategic Decisions and Investments - The company has increased marketing expenses to 33.4 billion RMB, a rise of nearly 100 billion RMB from the previous year, indicating a commitment to support merchants and enhance user experience [8][11] - Pinduoduo's management emphasized the importance of sacrificing short-term profits to foster a healthier ecosystem for merchants, which is seen as essential for long-term growth [5][20][21] - The "thousand billion support" strategy aims to provide substantial assistance to merchants, reflecting a shift in focus from immediate financial returns to sustainable development [5][12][22] Market Position and Future Outlook - Pinduoduo is positioning itself as a platform that prioritizes merchant support and ecosystem development, which may lead to a more resilient business model in the face of market fluctuations [6][21][24] - The company's proactive approach to reducing revenue growth in favor of long-term investments is viewed as a strategic pivot that could redefine its competitive edge in the e-commerce sector [21][24][25] - The ongoing transformation within Pinduoduo is expected to contribute to the overall upgrade of China's industrial supply chains, benefiting both merchants and consumers [22][24]

出品 | 电商头条 作者 |木易 天猫618开门红，大批品牌首小时成交破亿 又是一年618大促。 5月17日晚8点，天猫618正式开售。天猫618刚刚开始，不少品牌商家打一场漂亮的仗，据悉，开卖首小时，超13000个品牌成交翻倍； 苹果、美的、海尔、小米、华为、耐克、格力、小天鹅等43个品牌快速破亿，"亿元俱乐部"品牌数量较去年618同期增长超50%。 图源：天猫官方 各大类目销量都十分亮眼，美妆品牌方面，珀莱雅、兰蔻、欧莱雅、修丽可、雅诗兰黛、CPB等品牌接连在开卖1小时之内破亿。 另外，开卖30分钟，可复美胶原棒2.0、SK-II神仙水、修丽可AGE面霜、海蓝之谜精萃水、珀莱雅双抗精华等32个单品成交破千万。 服饰类目方面，Acne Studios、COACH、UR、Victoria's Secret等一线服饰大牌在开卖首小时即卖爆，同比去年增长均超100%；ZARA、ARKET等品牌 首小时成交超过去年全天。 另一边，高端和轻奢运动户外品牌，也呈现出爆发式增长势态。在开售首小时内，多个品牌销量同比去年增幅显著。其中，lululemon、迪桑特、可隆、 Helly Hansen、Lafuma 、伯希和的增 ...

京东618即将正式开启之际，京东与小红书战略合作升级，推出"红京计划"。具体而言，从今年6月5日开始，除部分特 殊类目外，所有入驻京东的品牌商家，均可在小红书使用"种草直达"功能，在小红书投放广告可添加京东购物链接， 用户点击广告可直接跳转至京东App，实现从内容种草到交易转化一步直达。 18857 l -- F 据了解，去年小红书分别与阿里妈妈、京东、唯品会合作，推出小红星、小红盟、小红链，建立种草联盟。小红书商 业技术负责人苍响在去年12月透露，种草联盟的作用，就是帮助品牌把小红书站内的数据和站外交易平台转化数据直 接打通，帮助品牌更清晰地看到站内种草到底带来了多少的站外转化。苍响透露，未来将会与更多平台探索合作机 会。 彼时，小红星、小红盟、小红链下的交易到种草还是"站内种草、站外成交"的模式，小红书站外商家借助小红星、小 红盟、小红链的数据分析工具，可以更精准地看到来自小红书的客群的特点、转化的效果，从而精准营销。 今年5月，小红书还曾和淘天联合推出"红猫计划"，打通"种草-交易"全链路，完成种草直达，新增笔记下方"广告挂 链"功能，可以通过链接直接跳转淘宝天猫。 只什么 (2) 0.0 25-5-2 ...

承担商家运营成本， 拼多多销售费用同比增加约100亿元。 5月27日，拼多多发布2025年第一季度财报。报告显示，拼多多一季度实现营收956.72亿元，同比增长10%。 对比此前单季度业绩来看，拼多多营收增速有所放缓，而营业利润降至160.86亿元，相较去年同期下降38%，表现低于市场预期。资本市场的瞬时反应体现 了投资者的情绪——业绩发布当日，拼多多盘前股价一度下跌超过20%，最终收跌近14%。 | | | For the three months ended March 31, | | | --- | --- | --- | --- | | | 2024 | 2025 | | | | RMB | RMB | US$ | | | (Unaudited) | (Unaudited) | (Unaudited) | | Revenues | 86.812.059 | 95,672,175 | 13.183.978 | | Costs of revenues | (32,694,686) | (40.947,100) | (5,642,661) | | Sales and marketing expenses | ...

" 拼多多Q1业绩远低于市场预期。 " 作者丨梁辰 编辑丨林觉民 无论是主动加大对商户的扶持，还是被动应对国补之下的额外投入和海外关税政策变化，都显著挤压了拼 多多的利润空间。 值得留意的是，促销和广告活动支出继续推高了销售及营销费用，一季度达到了约334.0亿元人民币， 这 一数字甚至超过了处在年末营销大促期的2024年第四季度 ，后者约为313.6亿元人民币。 这股阵痛甚至会延续到第二季度，尤其是利润将继续因拼多多的补贴投入而受到影响。 618大促期间，主要竞争对手都在加码即时零售，这无疑将威胁拼多多的核心基本盘用户的黏性和频次， 更何况这类电商大促一直是利好阿里巴巴、京东和抖音这类品牌场域的电商平台。不仅如此，2025年4 月，拼多多针对商家的千亿补贴支出也将在第二季度业绩上有所体现，而这也将进一步拉高成本。 短期内，拼多多面临多方承压。 拼多多并未直接披露国内市场和海外市场的业绩，而是分别以在线营销服务及其他收入和交易服务收入拆 解营收。业绩报告显示，一季度，在线营销服务及其他收入约为487.2亿元人民币，同比增长15%，交易 服务收入约为469.5亿元人民币，同比增长6%。 这就是一个比耐心的游戏。 ...

Core Viewpoint - Pinduoduo's revenue growth has slowed down, with operating profit dropping to 16.09 billion RMB, a 38% decrease year-over-year, which fell short of market expectations, leading to a significant drop in stock price [1][4][5] Financial Performance - For the three months ended March 31, 2025, Pinduoduo reported revenues of 95.67 billion RMB, with online marketing services and other income contributing 48.72 billion RMB, a 15% year-over-year increase, while transaction service revenue was 46.95 billion RMB, up 6% [3][5] - Operating profit decreased to 16.09 billion RMB, reflecting the company's investment in merchant subsidies, with total operating expenses rising significantly [3][7] - The gross margin fell by 5.1 percentage points to 57% due to increased sales expenses, which rose by 43% year-over-year to 334.03 billion RMB [7][8] Strategic Initiatives - Pinduoduo has implemented the "100 Billion Subsidy" program to support merchants by reducing fees and providing subsidies, which has impacted short-term profits but is seen as a long-term investment [4][9] - The company has expanded its support initiatives to a "1,000 Billion Support" plan, aiming to invest over 1,000 billion RMB in resources for small and medium-sized merchants over the next three years [9][15] - The management emphasizes that these initiatives are designed to foster a healthier merchant ecosystem, which will ultimately benefit the platform in the long run [8][13] Market Impact - The company's commitment to supporting merchants has been reiterated despite short-term financial pressures, with a focus on long-term value rather than quarterly results [8][14] - Pinduoduo's approach is expected to create a positive cycle of supply and demand, enhancing the overall consumer experience and strengthening the platform's competitive position [13][19] Future Outlook - As the effects of the platform's investments and subsidies begin to materialize, Pinduoduo anticipates an improvement in performance, especially as the rapid growth phase stabilizes [20]

Core Viewpoint - Pinduoduo is focusing on long-term value and ecosystem resilience, sacrificing short-term profits for the benefit of merchants and sustainable growth [2][4][6] Financial Performance - In Q1 2025, Pinduoduo reported revenue of 95.67 billion yuan, a year-on-year increase of 10%, but the growth rate has slowed down [1] - Adjusted net profit attributable to ordinary shareholders was 16.92 billion yuan, a decrease of 45% year-on-year [1][4] - Marketing expenses increased by 43% year-on-year to 33.403 billion yuan, leading to a 38% decline in operating profit [4] Strategic Initiatives - Pinduoduo launched the "100 billion support" strategy to assist merchants, which includes reducing commission fees and providing subsidies [4][5] - The establishment of the "Merchant Rights Protection Committee" aims to enhance service mechanisms for merchants and improve the platform's ecosystem [5] - The "New Quality Merchant Support Plan" has been expanded to support small and medium-sized merchants, promoting differentiated competition [8] Market Positioning - Pinduoduo is shifting its focus from scale expansion to quality development, emphasizing the importance of high-quality supply [6][7] - The platform is actively engaging with small and medium-sized merchants to maximize their potential and drive overall industry upgrades [8][10] Consumer Engagement - Pinduoduo continues to implement consumer-friendly policies, including the "100 billion merchant feedback plan" and various subsidy initiatives [9][10] - The platform is also enhancing its support for agricultural products, aiming to boost the income of farmers and improve the quality of agricultural supply chains [10][11]