Understanding Pinduoduo’s evolution, with Ada Yang


Play episode:

Pinduoduo is one of China’s largest ecommerce platforms and an industry leader that helped popularize the concept of social commerce in China. Yet while it initially became famous for its wildly popular group-buying feature, Pinduoduo has since evolved into much more than just a group-buying platform.  

In this episode, Ada Yang, head of social community at Pinduoduo, gives us an overview of the platform, and then shares several of its features and initiatives you may not have heard of, such as:

  • A virtual farming game, where users can earn real fruit sent to their home for free.
  • Pinduoduo’s livestreaming service and how the company is iterating on its newfound popularity during the pandemic.
  • A “New Brand Initiative” that leverages user data to help factories that have been hit hard by COVID-19 and the negative geopolitical situation to create entirely new brands aimed at the domestic market, guiding them through product development, branding, and marketing.

Guest: Ada Yang

LinkedIn | Twitter | Medium | The China Ecommerce Podcast

Host: Lauren Hallanan

Website | LinkedIn | WeChat: H1212118514

Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.

­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!

This podcast was edited and produced by Jason MacRonald.