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Using Pinduoduo as a case study, this research conducts in-depth interviews and surveys in China to analyze the dynamic change of the platform provider’s role for successful platform operation via the lens of platform business models. We caught up with Richard to find out more about his role.In 2020, social commerce in the west is just beginning to come into its own, with social networks like Pinterest, Facebook and Instagram responding to a clear trend from users towards generating sales and looking for product inspiration by giving them the tools to sell directly within the platform.But in China, social commerce – the merging of social networking and online shopping functionality – has been the norm for years, with users taking it for granted that they can shop for products on the same platforms that they use to socialise, and vice versa.To continue reading this content and gain access to more than 30,000 exclusive pieces of data, research, reports and articles, you need to subscribe. Feb 20, 2020 | case Study, ecommerce China. It is the second-largest online marketplace in China by number of users and number of orders. Richard Brosgill is the Managing Director APAC & RU, at ForwardPMX, a global brand performance agency. And what does this mean for marketers?Even in China, however, you could argue that no company has quite harnessed the “social” part of “social commerce” quite like Pinduoduo. In today’s crowded digital landscape, competition is fierce and keeping a new visitor’s attention is vital to maximise ROI from your acquisition marketing. Duo Duo Orchard is one popular game in which players can grow fruit trees by collecting points through daily log-ins and product sharing. Pinduoduo is known for its use of lotteries, flash sales and more complex gamification features that encourage users to check in regularly. Already have a subscription? Subscribe to new additions to RePEcWho was a student of whom, using RePEcRePEc working paper series dedicated to the job marketFollow serials, authors, keywords & moreData, research, apps & more from the St. Louis FedInitiative for open bibliographies in EconomicsBlog aggregator for economics researchCurated articles & papers on various economics topicsCases of plagiarism in EconomicsPretend you are at the helm of an economics departmentHave your research listed on RePEcVarious rankings of research in Economics & related fields(Department of Computing and Information Systems, Sunway University, Bandar Sunway 47500, Malaysia)Have your institution's/publisher's output listed on RePEcUpload your paper to be listed on RePEc and IDEASQuestions about IDEAS and RePEcPlease note that corrections may take a couple of weeks to filter through the various RePEc services.Public profiles for Economics researchers(Engineering Department, Universidad del Pacifico, Lima 11, Peru) Companies have grouped under two giants, Alibaba and Tencent, leading to one-to-many competition dynamics in the Chinese market. Companies have grouped under two giants, Alibaba and Tencent, leading to one-to-many competition dynamics in the Chinese market. Pinduoduo (拼多多), whose name loosely translates to “join together more more”, is a group buying app where shoppers can secure deals by purchasing items in groups – the more friends they can secure, the better the discount for everyone, and the faster Pinduoduo grows. But now, as China is recovering from the impact of COVID-19, Pinduoduo and their social-shopping approach is even better poised to fully capture the offline-to-online transition in commerce. Pinduoduo (拼多多), whose name loosely translates to “join together more more”, is a group buying app where shoppers can secure deals by purchasing items in groups – the more friends they can secure, the better the discount for everyone, and the faster Pinduoduo grows.What are the content marketing trends that will dominate the second half of 2020?
It is also one of the world's largest internet companies. Internet-based platforms are competing fiercely in the Chinese market by fostering an omni-channel shopping ecosystem. For several years, we have had our eye on Pinduoduo as an interesting case study. Downloadable! Simply sign in belowExplore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing.Let’s take a closer look at how Pinduoduo does social commerce, the secrets to its success, and whether there’s anything that other companies – both within China and in the west – can learn from it.To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber.Driving lots of traffic to your ecommerce website?
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