Anchor agriculture, Pinduoduo "reverse flow deep dive"

In the second half of the Internet of "Solidarity", Pinduoduo chose the digital transformation of the dead agricultural field. This is a "difficult and correct" path, and it will eventually become a cornerstone business of Pinduoduo.

苏 The continuous recovery of the economy and the "Spring River Water Warm" in the e -commerce industry are manifested in the Q2 financial report season that Pinduoduo just released.

On August 29, Pinduoduo issued financial reports to achieve revenue of 31.44 billion yuan, an increase of 36%year -on -year, and the net profit attributable to 8.896 billion yuan, reflecting strong commercial toughness.

However, in the face of this financial report that inspired the market, Pinduoduo Chen Lei said that because of the epidemic, part of the investment in agricultural projects did not have long -term reference value. But the long -term competitiveness of the platform may be affected by this. "

Chen Lei's words also show that the competition characteristics of the Internet entered the second half -in the era of stock Red Sea, profit performance and growth rate are no longer the core indicators. How to find new long -term growth points for major factories to face.

As the founder of Pinduoduo retired, he said that he was going to "touch the stone after ten years." Pinduoduo will bet on the "stone" of agriculture in the future, and is willing to invest in and grow. This is a "difficult and correct" path, and it will eventually become a cornerstone business of Pinduoduo.

Pinduoduo "bet" agricultural growth pole

In the Q2 season this year, Pinduoduo's financial report is quite interesting. Compared with the number of digits of the first two quarters, the Q2 quarterly increased by 36%year -on -year, while the net profit attributable to was 8.896 billion yuan, far exceeding market expectations.

Regarding Pinduoduo's performance, Chen Lei summarized it as two major aspects: one is that domestic consumption continues to recover, and the environmental environment has promoted the performance growth of the enterprise; the other is to take a number of measures and play a role.

If in -depth analysis of this season's financial report, Pinduoduo is gradually completing the platform's kinetic energy switching. From the perspective of marketing costs, the marketing costs of Pinduoduo this quarter were 11.34 billion yuan, and the proportion of income fell from 45%last year to 36%. 12%.

The above figures show that the business -driven kernel of Pinduoduo is converting from marketing driver to scientific research drivers, which truly entered the maturity period of business and brand.

The mature period means the stability of the status of the rivers and lakes, but it also means that it is difficult to present index growth. For the current Internet companies, in the face of the stocks of the Red Sea, profit performance and growth rate are no longer the core indicators. The core issues that major factories need to face are how to find new long -term growth points.

For Pinduoduo, he can't escape the worries of the big factory. What is the long -term growth pole? Chen Lei once again reiterated the important position of the agricultural track.

For this financial report that stimulates the market, Pinduoduo Chen Lei said that because of the epidemic, part of the investment in agricultural projects did not have long -term reference value, and said that "although this may make the quarterly performance look better, the platform's platform can Long -term competitiveness may be affected by this. "

At the same time, Chen Lei also said that based on agriculture, it will continue to give play to digital advantages and promote the transformation and upgrading of rural industries. It has always been not concealed by the ambitions of agricultural tracks, and once again expressed a clear attitude. It would rather lose it and increase its heavy investment and long investment in the agricultural field.

From "10 billion subsidies" to "10 billion Agricultural Research"

In fact, Pinduoduo has planted the seeds of agricultural vision in the group purchase business since its birth. In recent years, it has continued to bet on the agricultural track, which has also become a competition for Pinduoduo to try to differentiate with other e -commerce platforms.

What to fight in the second half of the Internet factory? The industrial Internet is definitely a popular vocabulary -the supply chain of traditional industries and traditional enterprises through digital technology to achieve industrial structural adjustment.

In the cultural tourism, industry, and food industries, this digital transformation is booming. The agriculture, as the cornerstone of the people's livelihood, looks a little backward.

Most Internet companies' transformation of the agricultural field stays on the surface, and few companies are willing to truly "step on the soil." For example, the strenuous freshfall warehouse has also been fired in the capital market, and it has lost a feathers, and has not yet run out of mature business models.

"Most enterprises understand the digitalization of agricultural, stay in the digitalization of channels, and achieve scale effects through flat channels and high -turnover through flat channels and agricultural goods." An Internet observers told Lu Yan for business comments. It is one of the paths that can achieve profitable as soon as possible.

But for the transformation and upgrading of Chinese agriculture -to complete the norms of seeds, planting, management, and channels, it is the meaning of digital transformation. This is a "difficult and correct" road. Each company understands the significance of completing the Internet of the agricultural industry, but facing many problems such as high loss, low gross profit, large investment, and unable to standardize, there are no determination to All in.

In the Q2 season last year, when Pinduoduo announced its operating performance, it was announced that it would officially set up a 10 billion yuan agricultural science and technology special project, that is, the "10 billion agricultural research project", saying that it would not be based on industry value and profit. Give agricultural science and technology practitioners and workers more motivation.

According to Pinduoduo, it will invest "the total profit of this quarter and the profit that may be available in the next few quarters, until the total of 10 billion."

From the "billions of subsidies" to "tens of billions of agricultural research", in the face of the uncertainty of the agricultural field, Pinduoduo moved towards the established strategic goals through "reverse flow deep dives". Towards the "digital infrastructure" of agriculture

For the trillion markets of agricultural tracks, it is still far from wanting to truly realize industrial digitalization. But for Pinduoduo, which has been cultivating for many years, its investment and influence on digital agriculture is gradually showing the mountains.

In the second quarter of this year, the production and operation of agricultural merchants across the country faced many challenges. In response to the industrial belt and agricultural zone merchants who were seriously affected by the epidemic, Pinduoduo also actively introduced a number of support policies to help small and medium businesses and agricultural merchants spend difficulties.

During 618 this year, Pinduoduo's "Spike Thousands of People" was used in a short -term explosion to expand the market and find sales in a timely manner; at the same time, the "Duoduo buying vegetables" linked to the city dining table also opened the green logistics channel Assist the seasonal fruits of fresh -producing agricultural areas to leave the village in time to enter the city to reduce the losses of farmers as much as possible.

In addition, Pinduoduo launched the "Finding Fresh China Good Agricultural Cargo" project, with the axis of the section, and in order of fresh agricultural goods from all over the country. Through the place where the dining table is connected to the dining table, the agricultural products should be opened in time. Increase income.

In order to allow the category and non -branding agricultural products to unblock the market, Pinduoduo has completed the brand of agricultural products through its own brand potential energy. In the 4th "Super Agricultural Festival" not long ago, Pinduoduo will invest a total of 1.5 billion resource packages, covering nearly 200,000 agricultural products in over 2,000 agricultural zones across the country, and comprehensively promotes the "Nanguo North Grain" directly linked to the direct connection National large market.

In July of this year, Pinduoduo officially launched the "2022 New New Art Crafts" project, focusing on focusing on the rural industry belt, selecting "ingenuity and good things", exerting the digital advantages of the platform to promote the power of rural areas in various places, promote the local handicraft industry and the non -heritage industry The realization of digital upgrades of the second industry has driven villagers to create rich income.

At present, the "Duoduo New Makers" event has entered the Phoenix of Hunan, Anhui Bridge, Qi County, Shanxi, Hebei Tancheng, Jiangsu Yixing, Shandong Zhangqiu, Zhejiang Dongyang and other areas to promote the accelerated upward new e -commerce companies in the local rural industry belt. , Explore digital transformation and upgrading.

Earlier, Pinduoduo's internal industry -university -research institutions hosted the "First China Agricultural Robot Innovation Competition" to participate in the cutting -edge exploration of agricultural robots such as strawberry harvesting robots, underwater fence inspection robots, livestock and poultry anti -epidemic and disinfection machines The scientific and technological content; in terms of the training of agricultural and technical talents, Pinduoduo has attracted many new farmers after the "Duoduo Agricultural Research Technology Competition", allowing the agricultural research industry to sit on the "cold bench" for a long time, and see hope.

It can be said that serving the ecological chain of the entire industry of agriculture, opening up the barriers to agricultural digital cooperation, and being re -painted the outline of the technology giant of Pinduoduo, and also made it achieve the "digital infrastructure" in the agricultural field.

"Heavy warehouse" agriculture not only allows Pinduoduo to reflect corporate value longer, but also allows them to harvest long -term and stable feedback and compound interest in various industries in the future market competition.

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