比特棋牌

今年双十一,拼多多死磕京东

2019/10/31 9:27:50       点击:

 YKK拉链行业新闻比特棋牌本文将从以下几点进行分析:

 

比特棋牌1RUHECONGHUOKELIXIHEKEDANJIAFENXIPINDUODUODEYUNYINGZHONGDIAN?

 

比特棋牌2WEISHENMEPINDUODUOZHINENGTONGGUOTISHENGKEDANJIALASHENGSHOURU?

 

3WEISHENMESHUOXIACHENSHICHANGDUIYIDONGGOUWUXINGYEMEIYOUXIYINLI?CONGXIAOFEILI、SHIYONGSHIZHANGFENXI?

 

4拼多多每用户消费额增长到底是用户买的多了用户黏性)平湖ykk拉链还是买的贵了用户结构)

 

比特棋牌5PINDUODUODETIANHUABANJIUJINGZAINALI?PINDUODUODEGUZHIBIANYIMA?

 

YI、PINDUODUODEZHUZHANCHANGBUZAIXIACHENSHICHANG”

 

PINDUODUODEZHUZHANCHANGZAOYIBUZAIXIACHENSHICHANG,JIEHEJIFENBAOGAOLAIKAN,2019NIAN6YUEPINDUODUOAPPYONGHUTONGBIZENGZHANG1.77YI,XIACHENSHICHANGAPPYONGHUZENGZHANGZHIYOU7220WAN,XIACHENYONGHUZENGZHANGZHIZHANPINDUODUOQUANBUYONGHUZENGZHANGDE42%PINDUODUODEZHUYILIZAOJIUBUFANGZAIXIACHENSHICHANGLE

 

NEIMEPINDUODUOSHICONGSHENMESHIHOUKAISHIZHONGSHIYIERXIANYONGHUDEZENGZHANGDEKEYICONGHUOKELIXIHEKEDANJIALIANGFANGMIANFENXI:

 

1HUOKECHENGBENCONG2018NIANQ4KAISHIFEIZHANG

 

从图中不难发现,拼多多的获客成本在2018年Q4突然跳升,从Q377元每用户跳升至182元每用户,反应的就是去年四季度拼多多在3C产品放出大量折扣、吸引一二线乡村消费力较强的用户(消费力较强和对价格敏感并不冲突,例如iPhonX比市面上便宜1000元,杭州ykk拉链一二线乡村用户也会抱着试一试的心态购买)

 

比特棋牌2PINDUODUODEKEDANJIAZENGSUZAI2018NIANQ4DADAODINGDIAN

 

比特棋牌JIANDANLAISHUO,KEDANJIA=MEIYONGHUHUAFEI/MEIYONGHUDINGDANLIANG,GMV=KEDANJIAxMEIYONGHUDINGDANLIANGxYONGHUSHU

 

比特棋牌DUIYIERXIANYONGHUBIJIAOMINGANDE3CCHANPINMENGZABUTIECHENGXIAOSHISHIFENXIANZHUDE2018NIANQ4KEDANJIADEHUANBIZENGSUDADAOQUANNIANNAIZHIYINIANNEIDEZUIGAODIAN(KEDANJIABUYINGSUIJIJIEBUTONGERYOUHENDADEBIANHUA,YINCIKEYIZAIGEGEJIJIEZHIJIANJINXINGBINI,BINGQIESHIYONGHUANBIKEYIQINGXIDIKANCHUPINDUODUOYUNYINGHEYONGHUZENGZHANGSHANGDEPIANZHONGDIAN)

 

PINDUODUOZHONGSHIYIERXIANXIANGCUNYONGHUYOULIANGFANGMIANDEYUANYIN:YISHIWEILEJIANCHISHOURUZENGSU,ERSHIXIACHENSHICHANGMEIYOUXIANGXIANGZHONGDENEIMEXIANG(XIAYIJIEXIANGSHU)

 

PINDUODUODESHOURUJIEGOUHETAOBAOYIYANG,SHOURU=GMVxHUOBIHUALV,TISHENGSHOURUZENGSUDEFANGFAWUFEISHILASHENGGMVHUOZHESHIHUOBIHUALV。

 

比特棋牌DANGXIAJIXUXINADALIANGMAIJIAJINRUDESHICHANGCHUANGKOU,PINDUODUOZIRANBUHUIDAFUDUTISHENGHUOBIHUALV(SHISHISHANGPINDUODUODEHUOBIHUALVYIJINGBUDILELIANXU5GEJIDUBAOCHILE3%ALIDEHUOBIHUALVYECAI4.5%PINDUODUOTISHENGHUOBIHUALVDEKONGJIANBINGBUDA)NEIMEPINDUODUODEXUANZEZHINENGSHITISHENGGMVTISHENGGMVZUIJIANDANDEFANGFAJIUSHIMAIGUIDIANDEDONGXI—BIFANGiPhonX

 

通过统计“什么值得买”精选内容不难发现,从2018年10月开始拼多多加入促销队伍,一个月内给出5次力度极大的折扣,反而京东在2018四季度基本没有促销(为了收窄亏损的战略性目标)什么值得买的数据正好印证了上文的推测,拼多多对家电3C补贴是从2018Q4开始,广州ykk拉链客单价也是从此开始快速提升的进入2019年以后拼多多的折扣一枝独秀,只有天猫偶尔可以抗衡(不考虑折扣的实际可获得性,比如限制折扣数量、下单后砍单等因素)

 

ER、XIACHENSHICHANG”BINGBUXIANG,QIMADUIYIDONGGOUWULAISHUO

 

比特棋牌SHUODAOXIACHENSHICHANG,TOUZIZHEHECHUANGYEZHEDEDIYIFANYINGDOUSHIXIAOFEIQIANLIDA、YONGHUZENGSUKUAI,DANSHIZHENDEZHEIYANGMA?

 

XIANKANHONGGUANQINGKUANG,GENJUGUOJIATONGJIJUDESHUJU,2019NIAN6YUECHENGZHENJUMINDERENJUNKEZHIPEISHOURUZENGSU8.8%NONGCUNJUMINDERENJUNKEZHIPEISHOURUZENGSUSHI7.8%KEZHIPEISHOURUZENGSUDECHABIEWEI0.3%KEYILIJIE,YOUYUZIYUANPEIZHIHELAODONGLIPEIZHIDECHABIEDAOZHI。DANSHICHENGZHENJUMINDERENJUNXIAOFEIZENGSUSHI10.7%NONGCUNJUMINRENJUNXIAOFEIDEZENGSUSHI6.8%CHENGXIANGJUMINXIAOFEIZENGSUDECHAYI(3.9%SHOURUZENGSUDE13BEI。

 

SHUOMINGHAISHICHENGLIRENHUIWAN(XIAOFEIDEDUO,XIAOFEIZENGZHANGDEKUAI)A。

 

比特棋牌RUGUOSHUOCHENGZHENHENONGCUNJUMINBINGBUNENGHENHAODEDAIBIAOFEIXIACHENSHICHANGHEXIACHENSHICHANGDEBIANHUAQINGKUANG,ZIXIFENXIYIERSANSIWUXIANYIDONGHULIANWANGHEYIDONGGOUWUSHIYONGSHIZHANGYENENGDEDAOXIANGSIDEJIELUN。

 

比特棋牌GENJUQuestMobilYANJIANG《ZHONGGUOYIDONGHULIANWANG2019BANNIANDABAOGAO》KEYIFAXIAN,SANSIXIANJIYIXIADEYONGHUSUIRANGOUCHENGLEYIDONGGOUWUXINGYEYONGHUZENGLIANGDE47%HAISHIMEIYOUCHAOYUE50%DANSHISHIJIRENJUNSHIYONGSHIZHANGZENGLIANGQUEDIDEKELIAN—PINGJUNZENGZHANG6.1FENZHONG、PINGJUNZENGSUBUGUO1.8%

 

比特棋牌DANSHIWANGSHANGKAN—YIXIANXIANGCUNYONGHURENJUNSHIZHANGZENGZHANG19FENZHONG、ZENGSU5.6%YIXIANXIANGCUNYONGHUSHIZHANGDEJUEDUIZENGLIANGSHIXIACHENYONGHUDE3BEI,ZENGSUYESHIXIACHENYONGHUDE3BEI。

 

KAOLVDAOYIXIANXIANGCUNDEYONGHUZAISHOUJISHANGHUADESHIJIANQISHIBURUXIACHENSHICHANGYONGHUDUO,YIXIANXIANGCUNYONGHUDUIGOUWUPINGTAIDEZHONGYAOSHUIPINGGENGJIAXIANXIANJINQU,YIXIANXIANGCUNYIDONGGOUWUSHIZHANGZENGZHANGZHANZONGSHIZHANGZENGZHANGDEZHANBI(7.2%XIACHENSHICHANGYONGHUDE600%HUADESHIJIANYUEZHANG,XIAOFEIZIRANYUEDUO。

 

比特棋牌XIANGCUNJUMINDEXIAOFEILIGENGQIANG、XIAOFEIZENGSUGENGKUAI,YIERXIANCHENGSHIDEYONGHUZAIGOUWUAPPSHANGHUADESHIJIANYEGENGDUOLEPINDUODUODANGRANYAOBAZHUYILICONGXIACHENSHICHANGZHUANYIDAOYIERXIANYONGHUSHENSHANG。

 

ERQIEPINDUODUODEZHANLVEDEQUEYOUYIXIEXIAOGUO,HAISHIKANKEDANJIAHEDINGDANLIANGZHEIZHANGTU:

 

CONG2018NIANSIJIDUPINDUODUOZHIXINGZHONGHUIYIERXIANZHANLVEKAISHI,KEDANJIADEZENGSUJIUSHIZHONGGAOYUMEIYONGHUDEDINGDANLIANGZENGSU,2018NIANQ4KEDANJIADEZENGSUSHENZHISHIYONGHUDINGDANLIANGZENGSUDELIANGBEIYISHANG,TONGGUOZHONGDIANTOUFANGYIERXIANYONGHUMINGANDE3CSHUMACHANPINDEZHEKOULAILASHENGKEDANJIA、CONGERLASHENGGMVQUESHIYITIAOKEXINGDELUJING。

 

比特棋牌MAICHUYITAIiPhonXDAILAIDEGMVDIDESHANGPINDUODUOYIGEDIANXINGYONGHU10NIANDEXIAOFEIE,GESHEIDOUNENGXIANGMINGBAIZENMEYUNYING,GENGBUYONGSHUOTONGGUOGAOJIA3CSHUMACHANPINDEZHEKOUXIYINYIERXIANXIANGCUNYONGHUYIHOULINSHIDEZHONGFUXIAOFEIDAILAIDELINSHISHOUYI。

 

比特棋牌DANSHIYEKEYIFANSIHENDUOYANBAOZHONGSHUO“PINDUODUOMEIYONGHUXIAOFEIDESHANGZHANG(CONG2018Q2240YUANDAO2019Q2485YUAN)YOUYUYONGHUDENIANXINGXIANZHUSHANGSHENG、FUGOUTISHENGDAOZHI”QISHIMEIYOUDUOSHAOXINFULI,GUOQUZHEIYINIAN,PINGJUNMEIGEYONGHUDEDINGDANLIANGCONG6.9DANSHANGSHENGDAO8.1DAN(+17%DANSHIPINGJUNMEIGEDINGDANDEJIAGECONG35YUANSHANGZHANGDAO60YUAN(+71%

 

iPhonXBIDUIGMVZENGSUDETUIDONGZUOYONGBIPINDUODUODEYUNYINGMENGENGDA。

 

SAN、PINDUODUODETIANHUABAN:YIERXIANCHENGSHI

 

比特棋牌GENJUSHANGSHUFENXI,RUGUOPINDUODUOJIXUJIANCHIXIANYOUZHANLVE,YEJIUSHIYIDIJIABAOKUAN3CJIADIANCHANPINXIYINYIERXIANXIANGCUNYONGHU,PINDUODUODETIANHUABANHENDACHENGDUSHIYOUJINGDONGXIANYOUDEYONGHUSHUJUEDINGDEWULUNSHIZHENGXIANGTUIDAO(CONGSHICHANGFENE)HAISHINIXIANGTUIDAO(CONGJINGDONGSHOURUZHANBI)XIANSHANGJIADIANHE3CDIANZISHICHANGSHIBEIJINGDONGGUATOULONGDUANDE

 

ZHONGGUOXIANSHANGJIADIANCHAOGUO60%XIAOSHOUSHITONGGUOJINGDONGWANCHENGDECHAOYUE50%XIANSHANGSHOUJIXIAOSHOUTONGGUOJINGDONGWANCHENG(2018NIANGONGXINBUSAIDIYANJIUYUAN)GENJUJINGDONGDEYIERJIBAO,JIADIANHEDIANZICHANPINSHOURUZHANBIWEI60%

 

JIANDANTUISUANYIXIACIZHANLVEMOXINGXIAPINDUODUODETIANHUABAN:JIASHEJINGDONGDUZHANDEYIERXIANYONGHUFENLIUGEJIDUBEIPINDUODUOXISHOU(2020NIANDIQUANBUXISHOU)PINDUODUOKEDANJIAHEDINGDANLIANGCHIXUXIANZAIPINGJUNZENGSU,JIMEIGEYONGHUXIAOFEIMEIGEJIDUZENGZHANG14%

 

比特棋牌JINGDONGHEPINDUODUOZHONGHEDEYONGHUBILIWEI47%CHENGYI2019NIAN8YUEJINGDONGQUZHONGYONGHULIANGWEI3.14YIDEDAOJINGDONGDUZHANYONGHUWEI1.66YI,CHENGYIJINGDONGYIERXIANYONGHUDEBILIWEI59%DEDAOJINGDONGDUZHANDEYIERXIANYONGHUWEI0.98YI。

 

比特棋牌PINDUODUO2019NIANDEGMVTIANHUABAN8791YI,2020NIANDETIANHUABANSHI16484YI。2019NIANYUCEZHIZHENGHAOYEHEAIRUIZIXUNDUI2019NIANPINGOULEISHEJIAODIANSHANGDEYUCEXIANGFU,2020NIANSHAOGAOYUAIRUIZIXUNYUCEZHI)

 

比特棋牌YOULETIANHUABAN,HUIKANPINDUODUOZAIERJISHICHANGDEGUZHISHIFOUHELI:

 

JIEZHI10YUE28RI,PINDUODUODESHIZHIJIEJIN500YIMEIYUAN(3550YIRENMINBI)GEWEIZHIDAOJINGDONG2018NIANQUANNIANDEGMVDUOSHAO?16780YI。JINGDONG2018NIANNIANDIDESHIZHISHIDUOSHAO?2300YIRENMINBI。

 

YEJIUSHISHUO,PINDUODUOZAI2020NIANCAINENGSHIXIAN1.6WANYIGMVSHIZHIYIJINGSHI2018NIAN1.6WANYIGMVJINGDONGDE1.5BEILE

 

比特棋牌DANCHUNCONGGMVJIAODULAIKANPINDUODUOBINGBUBIANYI。CONGSHOURUDEJIAODULAIKAN,PINDUODUOYEBUBIANYI,NASIDAKESHIZHI300YIYISHANGDEGONGSIZHONG,SHIXIAOLVPSZUIGAODEJIUSHIPINDUODUO(26BEI)SHICHANGPINGJUNZHICAI6BEI)

 

比特棋牌YOUNAXIEYINSUDAOZHIPINDUODUOYUANGAOYUJINGDONGDEYIJIA?

 

比特棋牌YISHIMOXINGZHONGZHIZHIKAOLVLEPINDUODUODEYONGHUZENGLIANGLAIZIJINGDONGDEYIERXIANYONGHU,SHISHISHANGPINDUODUODEYONGHUZENGLIANGYIZHIGAOYU1600WAN(GUOQUSIGEJIDUPINGJUN3500WAN)

 

比特棋牌ERSHIPINDUODUODEYINGLINENGLIGAOYUJINGDONG,RUGUOSHITONGYANGDEGMVTONGYANGDEHUOBIHUALV、TONGYANGDESHOURU,PINDUODUODEYINGLINENGLIYINGGAIBIJINGDONGQIANG,PINDUODUODESHANGYEMOXINGYINGGAIQUJINYUALI(marketplac

 

比特棋牌PINDUODUOYAOXIANGDENGSHANGGMVDIER,YAOXIANGJINGDONGHUIXIATUDAOLE