拼多多之商業模式與海外布局策略分析

Abstract

拼多多於2015年成立，靠著社交朋友圈低價拼團的策略於中國電商市場崛起。從2015年09月成立至2018上市，拼多多僅用了兩年多的時間，在2018年第二季，已創造出3.43億買家、月活躍用戶達1.95億，並創造2,620億人民幣的商品成交金額。遠超越阿里巴巴與京東的成長速度，直逼阿里巴巴與京東兩大巨頭王位。2022年，拼多多擴展海外版圖創立Temu，更在2022年於北美市場創造佳績，一躍成為美國App Store下載量第一名的應用程式。 為瞭解拼多多如何以新進者之姿挑戰國內近乎壟斷的市場、其獨特的競爭優勢與海外布局策略，本研究以個案研究法探討拼多多，在分析中國電子商務的產業環境後、盤點拼多多可以成功崛起的內外部因素，找出背後成功關鍵。接著，再針對海外市場的部分研究拼多多旗下Temu的商業模式與供應鏈策略，並且根據其所面對的未來挑戰，給予未來經營的建議。 在經過研究分析後，本研究歸納拼多多如何掌握市場先機、回應針對市場上需求缺口，並透過團購的商業模式建立C2M供應鏈，大幅降低產品售價，最終成功以社交裂變快速拓展市場。拼多多相繼推出的品牌計畫則成為其壯大供應鏈版圖中不可或缺的一塊，也成為發展海外Temu最大的優勢資源。在海外的發展上，Temu承繼著拼多多的發展經驗與優勢資源打入北美，同時也隨著新市場環境調整商業模式策略，取消團購、採取全託管與半託管模式物流模式，並引進大數據打造敏捷式供應鏈，從而能以高度低價優勢於跨境市場中脫穎而出。

Founded in 2015, Pinduoduo quickly rose in China's e-commerce market with a low-cost group buying strategy through social networks. By its IPO in 2018, Pinduoduo had amassed 343 million buyers, 195 million monthly active users, and a transaction volume of 262 billion RMB, outpacing Alibaba and JD.com. In 2022, Pinduoduo expanded internationally by launching Temu, which became the most downloaded app on the U.S. App Store. This study explores how Pinduoduo challenged a near-monopolistic market, examining its competitive advantages and international expansion strategies. Through a case study approach, it identifies key internal and external factors behind Pinduoduo's success. The research also analyzes Temu's business model and supply chain strategies, providing recommendations for future operations. The study concludes that Pinduoduo addressed market gaps and established a C2M supply chain through group buying, reducing product prices and rapidly expanding via social networks. Pinduoduo's brand initiatives were crucial in expanding its supply chain and supporting Temu's international development. Temu adapted its strategies to the North American market, integrating big data and agile supply chains, maintaining a competitive edge through significant price advantages.