拼多多 PDD.O 公司研究 | 季报点评 外部负向影响减弱，基本面边际向好 ——拼多多 25Q3 季报点评 核心观点 盈利预测与投资建议 ⚫ 我们预计公司 2025-2027 年实现收入 4349/5045/5536 亿元（原 2025-2027 年预测为 4477/4980/5401亿元），预计实现Non-GAAP归母净利润1168/1436/1688亿元（原 2025-2027 年预测为 1220/1469/1612 亿元）。采用 SOTP 估值计算公司合理估值为 2544 亿 USD（18031 亿 CNY），给予拼多多目标价 179.21 美元/ADS，维持"买 入"评级。 风险提示：行业竞争加剧、海外业务政策风险、宏观经济不景气。 公司主要财务信息 | | 2023A | 2024A | 2025E | 2026E | 2027E | | --- | --- | --- | --- | --- | --- | | 营业收入(百万元) | 247,639 | 393,836 | 434,885 | 504,513 | 553,555 | | 同比增长 (%) | 90% | 59% | 10% | ...

Core Viewpoint - Pinduoduo's Q3 financial results indicate a slowdown in growth, particularly in advertising revenue, which has dropped to single-digit growth for the first time, raising concerns about the company's future performance [2][5][6]. Financial Performance - In Q3, Pinduoduo reported revenue of 108.3 billion yuan, a year-on-year increase of 9%, slightly above market expectations and better than the previous quarter's 7% growth [3]. - Operating profit for the quarter was 27.1 billion yuan, reflecting a year-on-year growth of only 1% [3]. - Following the earnings report, Pinduoduo's stock price fell over 7%, marking its worst single-day performance since the release of Q1 results [4]. Advertising Revenue - Pinduoduo's advertising revenue for the quarter was 53.3 billion yuan, missing expectations by 2.1 billion yuan and showing only an 8% year-on-year increase [5]. - This marks the first time Pinduoduo's advertising revenue growth has fallen to single digits, contrasting with Alibaba's 10% growth in customer management revenue for Q2 [6][7]. Reasons for Slowdown - The management team attributed the slowdown to increased competition and the unsustainability of high growth rates as the platform scales [8]. - Analysts suggest that the decline in advertising revenue may be due to a slowdown in GMV growth, which was only 9% in Q3, slightly above the industry average [9]. - Increased competition from platforms like Douyin and the impact of the instant retail battle are also seen as contributing factors [9]. Marketing Expenses and Subsidies - Pinduoduo's marketing expenses decreased by 0.5% year-on-year to 30.3 billion yuan, which was 2.6 billion yuan less than market expectations, as national subsidies have lessened [12]. - The reduction in subsidies has alleviated some financial pressure on Pinduoduo, allowing for a potential recovery in operating profit [12]. International Expansion - Pinduoduo's commission revenue reached 54.9 billion yuan in Q3, a 10% year-on-year increase, driven by clearer tariff policies and the expansion of Temu in international markets [14]. - Temu has seen significant growth, leading in global e-commerce app downloads and monthly active users, with a total download count exceeding 1.2 billion [15]. - However, international expansion poses challenges due to varying compliance requirements across countries and logistical issues in Latin America [16]. Future Outlook - Temu is expected to achieve breakeven in the first half of 2026 and potentially turn a profit in the second half, which could signal a new phase of profitability for Pinduoduo [17].

Core Insights - Pinduoduo has completed its first decade, emphasizing its commitment to consumer benefits and innovative promotional strategies like "100 Billion Subsidy" [1][2] - The company has amassed over 9 million active users and more than 10 million active merchants, significantly impacting daily life in China [1][3] - Pinduoduo's approach to e-commerce focuses on inclusivity and affordability, redefining consumption upgrades for a broader audience [6][9] Group 1: Business Strategy - Pinduoduo's strategy is characterized by a focus on core e-commerce operations rather than chasing fleeting trends, prioritizing consumer and merchant interests over short-term profits [1][11] - The company has successfully penetrated rural markets, enhancing digital literacy and access to goods for underserved populations [4][6] - Pinduoduo's unique business model emphasizes a "reverse paradigm" in e-commerce, concentrating on agricultural product sales and supply chain optimization [11][12] Group 2: Consumer Experience - The platform's user-friendly design and features like group buying have made online shopping accessible to older demographics [6][9] - Pinduoduo has transformed the shopping experience by offering significant discounts and a wide range of products, catering to diverse consumer needs [3][4] - The introduction of "100 Billion Subsidy" has built consumer trust and loyalty, leading to a substantial increase in transaction volume [4][12] Group 3: Merchant Impact - Pinduoduo has facilitated significant growth for merchants, with some reporting revenue increases from millions to over a billion yuan through the platform [8][9] - The company has initiated various support programs for merchants, including a "100 Billion Relief" plan to alleviate operational costs [12][13] - Pinduoduo's focus on community and collaboration has fostered a sustainable ecosystem for merchants, encouraging innovation and local economic development [11][16]

Investment Rating - The report maintains a "Buy" rating for the company [5][3] Core Views - The company's Q2 performance shows significant improvement, with expectations for enhanced profitability in the second half of the year [8] - Revenue forecasts for 2025-2027 have been adjusted upwards to 447.72 billion CNY, 498.03 billion CNY, and 540.14 billion CNY respectively, reflecting a more favorable competitive landscape [3][9] - The target price for the company is set at 175.06 USD per ADS, based on a sum-of-the-parts (SOTP) valuation of 248.5 billion USD [3][10] Financial Information Summary - For 2023, the company reported revenue of 247.64 billion CNY, with a year-on-year growth of 90% [4] - The projected net profit for 2025 is 112.66 billion CNY, with a slight increase in growth rate expected in subsequent years [4] - The company achieved a Non-GAAP net profit of 32.71 billion CNY in Q2 2025, significantly exceeding market expectations [8][9] Revenue and Profitability Forecast - The company is expected to achieve a Non-GAAP net profit of 1,220 billion CNY, 1,469 billion CNY, and 1,612 billion CNY for 2025-2027 [3][9] - The gross margin is projected to stabilize around 59.9% in 2025, with net profit margins expected to be 25.2% [4][9] Market Performance - The company's stock price as of August 27, 2025, was 123.02 USD, with a 52-week high of 155.67 USD and a low of 87.11 USD [5] - The company has shown strong relative performance over various time frames, including a 28.27% increase over the past year [6]

Core Viewpoint - Pinduoduo has accumulated significant cash assets and is facing the critical question of how to utilize these funds effectively as it transitions from a growth phase to a mature phase [1] Group 1: Financial Performance - In the latest quarter, Pinduoduo's interest and investment income reached a level of 10 billion RMB, which is a notable contribution compared to the 25.8 billion RMB operating profit from its main business [1] - The average quarterly profit remains around 5.3 billion RMB, consistent with the previous year's performance [1] Group 2: Cash and Investment Assets - As of the second quarter, Pinduoduo has 538.8 billion RMB (approximately 75 billion USD) in cash or idle funds that can generate interest or be invested [3] - The key components of idle funds include monetary funds, restricted cash, short-term investments, and other non-current assets [3] Group 3: Short-term Investments - Short-term investments, which account for 60% of the total, primarily consist of fixed deposits and held-to-maturity bonds, with a growing portion allocated to stock trading [5][6] - The stock trading balance increased from 17.2 billion RMB in 2023 to 44.5 billion RMB in 2024, indicating a shift towards higher-risk investments to enhance yield [6] Group 4: Non-current Assets - Pinduoduo's non-current assets are primarily composed of long-term fixed deposits and held-to-maturity bonds, with minimal equity investments [8] - The company maintains a clean balance sheet with no significant external equity investments or cross-industry mergers [10] Group 5: Investment Returns - The overall return on cash and investment assets has remained between 4-5% over the past two years, aligning with the risk-free return rates of U.S. Treasury bonds [13] - The yield from fixed deposits and held-to-maturity bonds is approximately 4%, consistent with recent U.S. Treasury rates [15] Group 6: Capital Allocation Strategy - Pinduoduo's return on equity (ROE) stands at 13.5%, significantly higher than the 4-5% return on idle cash, highlighting the need for optimized capital allocation [16] - The company faces a strategic decision on whether to reinforce its core business, explore new markets, or consider dividends and share buybacks as growth slows [16] - The potential for cash accumulation without strategic investment could lead to declining ROE and valuation concerns [16][17]

Core Viewpoint - Pinduoduo has accumulated significant cash assets and is facing the critical question of how to utilize these funds effectively as it transitions from a growth phase to a mature phase [1] Group 1: Financial Performance - In the second quarter, Pinduoduo's cash or idle funds that can generate interest or be invested totaled approximately 538.8 billion RMB, equivalent to about 75 billion USD [3] - The company's interest and investment income for the quarter reached a substantial level of 10 billion RMB, which is notable compared to the 25.8 billion RMB operating profit from core business [1][3] - The average quarterly income from interest and investments remains around 5.3 billion RMB, consistent with the previous year's performance [1] Group 2: Investment Strategy - Pinduoduo's short-term investments, which account for 60% of its investment portfolio, primarily consist of fixed deposits and held-to-maturity bonds, with a growing portion allocated to stock trading, increasing from 17.2 billion RMB in 2023 to 44.5 billion RMB in 2024 [5][10] - The company has maintained a clean balance sheet with minimal external equity investments or cross-industry mergers, focusing instead on core e-commerce operations [9] - The overall return on cash and investment assets has remained between 4-5%, aligning with the risk-free rate of U.S. Treasury bonds [13] Group 3: Capital Allocation Considerations - Pinduoduo's return on equity (ROE) for the first half of the year was 13.5%, significantly higher than the 4-5% return on idle cash, indicating a clear priority for capital allocation [15] - The company faces two main options for future capital allocation: either increase investments in core business areas or consider dividends and share buybacks as growth slows [15][16] - The current strategy appears to lack effective market value management, raising concerns about potential declines in ROE and overall valuation if cash accumulation continues without strategic deployment [16]

Core Viewpoint - Pinduoduo's Q2 performance exceeded profit expectations, leading to a temporary stock price surge, but revenue growth remains stable and unremarkable, indicating a potential slowdown in growth momentum [1][5]. Revenue Performance - Total revenue for Q2 reached approximately 104 billion RMB, a year-on-year increase of 7%, aligning closely with market expectations after two consecutive quarters of underperformance [1][10]. - Core advertising revenue grew by 13.4% year-on-year, also meeting market expectations, suggesting that growth in Pinduoduo's main platform has stabilized [1][11]. Temu's Performance - Transaction commission revenue for Temu was about 48.3 billion RMB, showing negligible growth of less than 1% year-on-year, primarily due to increased tariffs and the shift from full to semi-managed business models [2][15]. - Despite challenges, Temu's overall GMV growth is estimated to exceed 40%, indicating resilience through market expansion and business model adaptation [2][7]. Marketing and Expenses - Marketing expenses were significantly lower than expected at 27.2 billion RMB, nearly 8 billion RMB less than anticipated, contributing to a stronger profit performance [2][20]. - R&D expenses continued to grow at approximately 23% year-on-year, while management expenses decreased by nearly 17%, reflecting improved operational efficiency [2][20]. Profitability - Operating profit margin improved to nearly 25%, up from 17% in the previous quarter, with actual operating profit around 25.8 billion RMB, exceeding market expectations by 4.3 billion RMB [3][23]. - Net profit reached 30.8 billion RMB, influenced by investment income exceeding 10 billion RMB, showcasing Pinduoduo's strong profitability under effective cost control [3][24]. Market Position and Future Outlook - Pinduoduo's performance, while stable, lags behind competitors like JD.com and Vipshop, which reported stronger growth, indicating a relative disadvantage in the current market environment [5][12]. - The company may need to maintain subsidy efforts in its main platform to counterbalance competitive disadvantages, although the negative impact of subsidies is expected to diminish over time [5][6].

Group 1 - The article highlights the significant changes in rural areas, particularly in Bu Tuo County, due to the introduction of e-commerce platforms like Pinduoduo, which have improved access to a variety of goods, including seafood like blue crabs [3][9][12] - Pinduoduo's "100 billion support" plan has accelerated the integration of urban and rural economies by providing subsidies and resources to remote areas, enhancing the availability of quality products and services [3][12][16] - The rapid growth of self-pickup points for Pinduoduo's grocery service, "Duoduo Buy Vegetables," has led to increased consumer engagement and a shift in shopping habits among local residents [4][9][11] Group 2 - The article illustrates the personal journey of a young woman, Luo Ling, who has experienced the stark contrast between urban and rural life, and how e-commerce has bridged some of these gaps for her family [4][5][15] - Luo Ling's mother, Aji Meiriwai, represents the resilience of rural women, adapting to new shopping methods and utilizing Pinduoduo to enhance their family's quality of life [13][16] - The narrative emphasizes the emotional connection between Luo Ling and her mother, showcasing how modern conveniences like online shopping can strengthen familial bonds despite geographical distances [15][16]

Investment Rating - The report maintains a "Buy" rating for Pinduoduo with a target price of $135.58 per ADS [5][12]. Core Views - The Q1 performance of Pinduoduo fell short of expectations, with revenue of CNY 956.7 billion, a year-over-year increase of 10.2%, but below the Bloomberg consensus estimate of CNY 1,016.0 billion [9]. - Non-GAAP net profit for Q1 was CNY 169.2 billion, a significant decline of 44.7% year-over-year, also missing the consensus estimate of CNY 278.8 billion [9]. - The report highlights that while advertising revenue showed good performance, commission income was under pressure due to increased merchant support policies and adjustments in the Temu business [9]. Financial Forecasts and Investment Recommendations - Revenue projections for Pinduoduo are adjusted to CNY 4,403 billion, CNY 4,883 billion, and CNY 5,250 billion for 2025, 2026, and 2027 respectively [3][11]. - Non-GAAP net profit estimates are revised to CNY 1,072 billion, CNY 1,317 billion, and CNY 1,499 billion for the same years [3][11]. - The report employs a Sum-of-the-Parts (SOTP) valuation method, estimating the main e-commerce platform's value at $143.9 billion, the Duoduo grocery business at $5.9 billion, and the Temu business at $42.7 billion [12][14]. Key Financial Metrics - For 2025, the expected operating revenue is CNY 440,349 million, with a year-over-year growth of 12% [10]. - The projected operating profit for 2025 is CNY 112,152 million, reflecting a 3% increase from the previous year [10]. - The report anticipates a gross margin of 61.1% and a net margin of 22.1% for 2025 [10].

Core Insights - Pinduoduo's revenue and profit missed expectations in Q1, with revenue at 957 billion yuan, a 10% year-on-year growth, falling short of the anticipated 1,016 billion yuan [1][3] - The company's operating profit decreased by 38% to 161 billion yuan, and net profit dropped by 47% to 147 billion yuan [2][3] - Pinduoduo's advertising revenue grew by 15% to 487 billion yuan, exceeding market expectations, but the growth rate is slowing down [3] Revenue and Profit Performance - Q1 revenue was 957 billion yuan, a 10% increase year-on-year, missing the market expectation by nearly 60 billion yuan [1] - Operating profit was 161 billion yuan, down 38% year-on-year, while net profit was 147 billion yuan, down 47% [2][3] - Advertising revenue reached 487 billion yuan, growing 15% year-on-year, surpassing the expected 480 billion yuan [3] Strategic Choices and Market Position - Pinduoduo is focusing on maintaining price competitiveness through increased subsidies, impacting short-term profits for long-term growth [1][3] - The company has implemented a "thousand billion support plan" for merchants, which is seen as a long-term investment despite its immediate negative impact on profits [7] - The competitive landscape is intensifying, with rivals like Alibaba and JD.com targeting Pinduoduo's price advantage [5] Cross-Border E-commerce Challenges - Pinduoduo's cross-border e-commerce platform, Temu, faced significant challenges due to increased tariffs and changes in U.S. customs policies [8][10] - The company has shifted from a full-managed model to a semi-managed model to adapt to new regulations, impacting revenue recognition [8][10] - Advertising expenditures in the U.S. have been significantly reduced, while investments in European markets have increased [9][10]