A Study On The Profit Model Of The PDD And Its Financial Evaluation

In recent years,with the influence of many factors,such as science and technology,national policies,retail e-commerce enterprises have been developing quickly,and they gradually become an important force to promote the rapid development of China's national economy.Meanwhile,the disadvantages of retail e-commerce enterprises have gradually emerged.Some enterprises have had great deficits for a long time,and even some have gone into liquidation.Therefore,the profit models of e-commerce enterprises have become a major topic that has attracted much scholars' attention.How to establish profit models of e-commerce enterprises,improve profitability,and achieve long-term development of enterprises have become the main research content.The e-commerce enterprise Pinduoduo(PDD),a dark horse,has been successfully listed in the United States after just three years of its establishment,and its turnover has reached471.6 billion yuan in 2018.Then with its unexpected development,Pinduoduo(PDD)has become the third largest e-commerce platform in China after Taobao and JD.Therefore,studying the profit model of Pinduoduo(PDD)and analyzing its advantages and disadvantages have certain reference significance for other retail e-commerce enterprises.This thesis selects Pinduoduo(PDD)as a case object.First,it analyzes the characteristics of its profit model from its income structure and cost structure,and then specifically analyzes the structure of the existing profit model from five aspects: profit objects,profit points,profit leverage,profit sources and profit barriers,furthermore,based on the financial indicators and Wall comprehensive scoring system,the vertical and horizontal financial evaluation of the Pinduoduo(PDD)'s profit model is performed.Based on the above analysis,the thesis has concluded that the current profit model of Pinduoduo(PDD)has several problems,such as a single profit source,weak profit barriers,uncontrollable commodity qualities,bad service quality,excessive marketing costs,etc.,and it has put forward targeted optimization suggestions,hoping to help Pinduoduo(PDD)improve its profit model and promote the long-term development of this enterprise.