From customer-to-manufacturer to farm-to-customer : pinduoduo's business model transformation for sustainability / Yameng Zhang.
Pinduoduo (PDD) is one of the fastest-growing e-commerce platforms in China. Pinduoduo previously provided a wide range of products, including, for example, daily groceries, home appliances, and other products, at low prices. Recently, it has become the largest Chinese agricultural-focused technolog...
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| Format: | Ebook |
| Language: | English |
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London :
SAGE Publications: SAGE Business Cases Originals,
2023.
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| Series: | SAGE business cases
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| Subjects: | |
| Online Access: | SAGE |
| Summary: | Pinduoduo (PDD) is one of the fastest-growing e-commerce platforms in China. Pinduoduo previously provided a wide range of products, including, for example, daily groceries, home appliances, and other products, at low prices. Recently, it has become the largest Chinese agricultural-focused technology platform. This case study outlines how PDD successfully transformed its business model to create economic and social value. The exponential growth of PDD is in part due to its original customer-to-manufacturer (C2M) business model, in which customers can always get the "lowest price" directly from manufacturers due to a team purchase approach and a social shopping approach. However, critics argued that the products supplied were often defective and that the platform was too reliant on customers from smaller cities. To overcome these weaknesses, PDD focused its business model on the agriculture industry, directly connecting farmers selling fresh produce with customers. This business model transformation has helped PDD gain competitive advantage over Alibaba and JD.com, making it one of the world's largest agri-focused tech platforms. The case focuses on how PDD conducts strategic corporate social responsibility, which in turn simultaneously creates economic and social value by the innovation of technology and transformation of the business model. Students are asked to analyze the drivers of PDD's business model and discuss how these have contributed to its transformation. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781529621273 1529621275 |