Research on the Marketing Strategy of Pinduoduo—Based on the STP and 4Ps Methods

Abstract

Pinduoduo is hailed as a marketing miracle. As an emerging giant in the e-commerce industry, Pinduoduo has excellent marketing strategy and marketing mix. Therefore, this paper mainly studies the success of Pinduoduo in the context of new e-commerce. This research focuses on STP and 4Ps theories and makes an in-depth analysis of Pinduoduo’s marketing strategy as well as implementation based on relevant data. Pinduoduo was aware of the consumption downgrade of Chinese e-commerce. By classifying consumer groups, Pinduoduo’s final target customers were locked in low-paid groups and people who cared about cost performance. Then Pinduoduo drove down the price of goods through the C2M business model and used billions of dollars of subsidies to attract more consumers. As an online shopping platform, Pinduoduo adopted measures to subsidize shipping costs to allow more rural residents to shop online. At the same time, Pinduoduo carried out fission marketing to expand brand awareness among consumers.