Application of Customer Analysis Methods to Online Business Services— Take Pinduoduo for Example

DOI

10.2991/aebmr.k.210319.119How to use a DOI?

Keywords

Pinduoduo, Customer analysis method, Data, Suggestions

Abstract

With the development of science and technology, online shopping is becoming more and more popular, especially in the populous China. Faced with such fierce competition in the online e-commerce market, Pinduoduo had gained growing attention among the two e-commerce giants Taobao and JD.com at that time. Most of the data for the study came from articles in ScienceDirect, Walkthechat and the Love of Academia. With the help of customer analysis methods, this paper analyzes Pinduoduo’s current customers demographics and pinpoints potential target audience. The audience groups that the company lacks and puts forward suggestions. This paper discovers that the majority of Pinduoduo users are citizens with low education levels who live in cities above tier 3 in China. In terms of its operational bottlenecks, Pinduoduo is the product of a consumer downgrade, which means Pinduoduo appeals to customers who emphasize solely on price instead of product quality, which encourages the selling of counterfeits, entailing negative impact on the brand image. In 2018, Pinduoduo was also accused of selling counterfeits with substandard quality. Therefore, Pinduoduo needs to have a severe punishment mechanism and open a high-end commodity entrance and cooperate with well-known brands in order to strengthen its audience base, average order price and product quality. Adopting this strategy Pinduoduo can potentially improve its competitive advantage and secure a bigger market share in Chinese e-commerce market.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhixi Zhou
PY  - 2021
DA  - 2021/03/22
TI  - Application of Customer Analysis Methods to Online Business Services— Take Pinduoduo for Example
BT  - Proceedings of the 6th International Conference on Financial Innovation and Economic Development (ICFIED 2021)
PB  - Atlantis Press
SP  - 648
EP  - 651
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210319.119
DO  - 10.2991/aebmr.k.210319.119
ID  - Zhou2021
ER  -