Pinduoduo helps people bargain. Tell me about it.

Free bargaining, parcel sent home, this is the slogan of Pinduoduo Bargaining Free Channel. In the past few years, WeChat friends circle was a bargaining link, especially in third-and fourth-tier cities and rural areas. Someone even called to ask you to give him a knife.

How fragrant is free bargaining, and why will countless people desperately forward bargaining links? I didn't know until I actually bought something on Pinduoduo last year. At that time, I accidentally saw a page taken by Apple's mobile phone for free. The market price of that Apple mobile phone is around 9000 yuan. When I saw this page, I was thinking, did I win the lottery?

So I forwarded a WeChat group according to the above instructions. This forwarding is terrible. The price of 9000 yuan directly dropped to 4500 yuan, so I forwarded it to several groups, and the price once dropped to 1000 yuan. But this time, I gave up. According to my years of experience in the Internet industry, this is a marketing method in itself, which is very easy to grasp human nature. In other words, it can also be called a routine.

When bargaining in the early stage, the bargaining range was very large. Later, the price became lower and lower, and the amount of each knife would become smaller and smaller. I don't know how many knives I need to get this Apple mobile phone for free, but my intuition tells me that it doesn't seem that simple to get it, and I don't want to do such a low thing and let others bargain for me, so I gave up.

Is it true that it's free? Of course it's true. As long as you can reduce the price to zero, you can take it away. This is also the reason why many people in the circle of friends madly forwarded bargaining links in previous years. So the question is coming? Who pays for these free goods? Although the bargaining process is more troublesome, after all, so many free goods have been sent out, from things like Apple mobile phones to tens of thousands of dollars for a product and a few dollars for some household items.

Next, I will tell you the business logic in detail. To understand the business logic, we must understand a word called customer acquisition cost. What is the customer acquisition cost? That is, the cost of attracting customers to register a user on the platform.

What is the most important thing for an e-commerce platform? Which is the user. Only when more and more users buy goods on your platform can the platform be gradually enlarged. To attract more and more users, the first thing to do is to put in a large number of advertisements, which is the only way for many internet companies. Therefore, the acquisition of users will often become the biggest cost for Internet companies.

The development of an internet company depends on the ability to acquire customers, that is, the ability to attract users, and also depends on the ability to retain users. You can attract users through advertising or other means, but if your products and services can't meet the needs of users and can't serve customers well, users will slowly lose. On the other hand, if your product is good enough, users can buy it for the second time, the third time and always buy it from you, then you can form a positive cycle and earn back the previous advertising expenses.

However, in the actual operation process, few companies can earn back the advertising expenses, because it is difficult for you to make a product that makes users shine and has high loyalty. Moreover, the current Internet traffic is mainly in the hands of several giants, who often bring their own traffic. For example, when it comes to shopping, you will think of Taobao Tmall JD.COM, when it comes to search, you will use Baidu, and when it comes to social software, you will think of WeChat.

In addition to these giants, if others want to get traffic, the advertising cost is very huge. How much is this cost? Let's take a look at the customer acquisition costs of several giant companies.

This is the customer acquisition cost of Ali, JD.COM and Pinduoduo in the past few years. Ali's customer acquisition cost is 526 yuan in 20 16 years, 279 yuan in 20 17 years, 536 yuan in 20 18 years in 390 yuan. JD.COM's customer acquisition cost is 2065 142 yuan, 438+06,226 yuan in 2065, 438+07 in 2065 and 438+09 yuan in 2065 1503 yuan.

Suppose that on 20 19, you first registered an account on JD.COM. In fact, JD.COM spent 757 yuan on your customer acquisition cost. This cost is a comprehensive figure, including advertising cost, company operating cost and so on.

But look at the customer acquisition cost in Pinduoduo, 20 17 years, only in 7 yuan, 20 18 years, 77 yuan, 20 19 years, 197 yuan. This cost is very low, why is it low? Free bargaining has made great contributions to this business, especially in 20 17 years, users in third-and fourth-tier cities or rural areas madly forwarded bargaining links in the WeChat ecosystem.

With the support of WeChat traffic, attractive bargaining and free services to seize the weakness of human nature, Pinduoduo was able to quickly accumulate a large number of users at a very low cost. There are two reasons why the cost of getting more customers is rising gradually. On the one hand, users gradually find that it is not so easy to get this thing for free at a very cheap price, and they are not very cold about this kind of thing. Another reason is that WeChat began to crack down on malicious marketing, but even so, the customer acquisition cost of Pinduoduo 20 19 is still far lower than that of Ali and JD.COM.

When we understand the cost of getting customers, we will return to the topic of free bargaining. Who made the free Apple mobile phone?

Suppose an Apple mobile phone costs 9000 yuan. According to the customer acquisition cost of Pinduoduo 197 yuan in 20/9 years, Pinduoduo can earn back as long as it can bring 46 registered users. I don't think it is difficult for an Apple mobile phone to get 46 new users through free bargaining.

For the same 46 new users, Pinduoduo only spent 9,000 yuan, while Ali spent 24,656 yuan and JD.COM spent 34,822 yuan. Many things are harmless without comparison. The cost of obtaining customers in Pinduoduo is much lower than that in Ali and JD.COM.

Having said that, you should understand how these free goods come from.

There are many similar logics. For example, some apps will launch the business of walking to send money, which means that after you download the app, you can get a certain monetary reward by walking to a certain number of steps every day, which may be a few dollars or nineteen dollars. The logic behind it is the same.

When you get some money by walking, users can't withdraw it directly, but you can use the money to buy the corresponding goods on the app, so the operating cost of the app will be further reduced.

So many business phenomena, seemingly illogical, actually have certain routines behind them. If you don't understand them, it only means that you don't understand them.

Today's sharing is over. I am eight fish. Welcome to pay attention to @ Eight Fish Sensen and join my community of Zaofu Avenue. You can ask me questions in the group.