This article will analyze Pinduoduo from several modules of user analysis, function analysis, operation analysis and competitive product analysis, and propose some optimization suggestions. The mind map of this article: Pinduoduo Product Experience Report 1. What is the product? Pinduoduo is a social e-commerce product based on WeChat's user fission model. It aims to provide users with relatively high-quality products at lower prices, and to achieve preferential "duoduo" through "pin" groups. What needs are met? According to the KANO model, we divide user needs into basic needs, expected needs and exciting needs. As an e-commerce platform, Pinduoduo certainly meets the basic needs of users for online shopping. Its sales include more than ten categories such as clothing,
food, electrical appliances, shoes, bags, and department stores. Users can browse online, place orders with one click, and have them delivered to their homes. In addition, the biggest difference between Pinduoduo and other e-commerce platforms is phone number list the unique group mode. Based on social software such as WeChat, user fission can quickly and accurately lock a large number of target users. This mode not only meets the needs of merchants to solve inventory, And through a large number of orders to ensure the price advantage, so that users can buy cost-effective products. On the basis of ensuring a certain quality, the low price meets the expectations of users. 2.
Target users and typical scenarios According to QuestionMobile data: In 2018, the combined user scale of Pinduoduo and WeChat Mini Programs exceeded 200 million. Pinduoduo's target users are price-sensitive groups. These groups usually have low per capita disposable income, are more price-sensitive, and pursue cost-effectiveness. For such consumers, the opportunity cost of time is relatively low, and more attention is paid to product price and quality. On the other hand, Pinduoduo can provide products of a certain quality at the lowest possible price, and do what it likes. The typical user group is the user group in the third- and fourth-tier cities and below, which has gradually attracted attention and become the main force of consumption. According to Questionmobile