Core Viewpoint - Pinduoduo has unexpectedly suspended its Click ID (CID) advertising mechanism, causing significant disruption in the advertising industry, raising questions about the motivations behind this abrupt decision [2][5][27] Group 1: Overview of CID - CID, or Click ID, is a unique identifier generated during ad clicks, linking external traffic to transactions on platforms like Pinduoduo, facilitating the tracking of ad effectiveness [2][3] - The CID mechanism allows e-commerce platforms to leverage external traffic from content platforms, enhancing conversion rates and identifying potential best-selling products [3][4] Group 2: Industry Context - The advertising industry was experiencing a surge in CID usage, with competitors like Alibaba and Kuaishou expanding their CID collaborations, indicating a growing reliance on this model [4][5] - Pinduoduo, previously a strong advocate for the CID model, has now taken a step back, which contrasts sharply with the industry's momentum [5][6] Group 3: Reasons for Suspension - The term "suspend" rather than "terminate" suggests that Pinduoduo may be negotiating terms with content platforms regarding data sharing and commission structures, indicating potential future reinstatement of CID [5][6][25] - The suspension may also reflect Pinduoduo's shift towards a more self-sufficient operational model, focusing on internal growth strategies rather than relying on external traffic [7][29] Group 4: Data Control and Attribution Issues - The transparency of data is a significant concern, as the CID model diminishes Pinduoduo's control over data, making it difficult to assess the return on investment (ROI) accurately [11][12][16] - The complexity of attribution in advertising creates disputes among platforms regarding credit for conversions, complicating data analysis and optimization efforts [19][20][24] Group 5: Implications for the Industry - Pinduoduo's decision to pause CID highlights the need for clearer rules and data management practices within the advertising ecosystem, prompting a reevaluation of relationships between e-commerce platforms, content platforms, and service providers [26][27] - The move signals Pinduoduo's intent to redefine its role in the advertising landscape, prioritizing internal capabilities over external dependencies [28][29]

Group 1 - The core viewpoint of the article is the shift from "extreme consumer protection" to "balanced governance" in the e-commerce industry, particularly regarding the cancellation of the "only refund" policy, which primarily affects the "wool party" rather than consumers or merchants [1][2][3] - The "only refund" policy was initially introduced by JD.com in 2014 to enhance operational efficiency, but it was later adopted by Pinduoduo as a competitive strategy, leading to significant market changes [1][2] - Pinduoduo's aggressive consumer-oriented strategies, including the "only refund" policy, contributed to its rapid growth and intensified competition within the industry, prompting other platforms to adopt similar low-price strategies [1][2][4] Group 2 - The cancellation of the "only refund" policy is seen as a correction in the industry, allowing e-commerce platforms to compete based on their overall capabilities rather than solely on price [2][3] - Pinduoduo faces a critical challenge in maintaining growth without relying on extreme low prices and refunds, raising questions about its core competitive advantages [2][3][4] - The shift in strategy reflects a broader industry trend towards rational competition, moving away from service-based competition to a focus on fundamental business principles [2][3] Group 3 - Pinduoduo's recent initiatives, such as content-driven strategies and support for industrial supply chains, indicate a shift towards enhancing its value proposition beyond low prices [5][6][10] - The platform's focus on content creation and storytelling around industrial supply chains aims to improve user engagement and differentiate its offerings from competitors like Douyin [5][6][8] - Despite these efforts, Pinduoduo's content-driven approach has not yet achieved the expected conversion rates compared to traditional e-commerce platforms [7][8] Group 4 - Pinduoduo's reliance on low-price strategies has led to increased operational costs for small and medium-sized merchants, highlighting the tension between the platform and its merchants [4][13] - The platform's attempts to support industrial supply chains and enhance brand value are essential for its long-term sustainability, but they require significant investment and time [10][11][17] - Recent financial reports indicate a slowdown in revenue growth and profitability, raising concerns about Pinduoduo's ability to maintain its market position amid increasing competition [17][18][22]