Pinduoduo, China’s third largest e-commerce platform is making efforts to diversify its business by launching new services. According to Tech Planet, Pinduoduo (PDD) put into service a new WeChat mini program “Duoduo Biyou” (lit. Duoduo Compare the Premium). The platform features high-end products recommended by lifestyle influencers. Customers will be able to compare high quality products, read influencers’ reviews and purchase them from a built-in store.
In the mini program, prices for certain products are even lower than on PDD’s main platform, which is known for affordable goods and group buying deals. This could suggest that Duoduo Biyou’s format is aiming to provide premium products at a low price.
Having started by targeting customers in rural areas, PDD is making efforts to reshape its brand and attract more urban customers. In March 2020 when strict quarantine measures were still in place throughout China, PDD came up with Kuai Tuan Tuan (lit. Fast Group Purchase), a location-based team purchase solution that connects consumers and their neighborhood shops.
Launched in March, Kuai Tuan Tuan allows neighbors living in the same housing development to team up to buy groceries and daily necessities from nearby shops and merchants. According to PDD, Kuai Tuan Tuan has helped more than 10,000 neighborhood shops, by giving them online access to consumers in their communities. More than half of the merchants were in Hubei province, the epicenter of the coronavirus outbreak.