Analysis Of Data-driven Group Purchasing Business Model

Social e-commerce is not only an important trend in the development of e-commerce,but also a new online shopping model in the life of Chinese residents.The "social + e-commerce" business model based on online social platforms is an important feature of social e-commerce.This paper analyzes the reasons for the rapid development of Pinduoduo in recent years from a data-driven perspective,and explores the sustainability of Pinduoduo’s social e-commerce development using the data analysis results.Through data analysis,we can find that Poundudo has formed its unique business model with its scramble model,low-price pop-ups,new shopping process and sales model.This paper uses literature research as the theoretical basis,combined with the development history of Pinduoduo,to summarize the overview of Pinduoduo’s business model.Firstly,trend analysis is applied to analyze the growth trend of website turnover,which includes the analysis and prediction of driving factors such as the number of annual active buyers and annual purchase amount per capita;social network analysis is applied to the collected personal We Chat data,constructing a group chat matrix,calculating it by Ucinet6,forming a social network graph,and calculating network density and centrality and other The characteristics of each network graph were analyzed by coalescing subgroups,and it was found that the characteristics of the most attractive user groups of Pinduoduo are: the consumption concept is still mainly rational and frugal,and the brand awareness is weak.Then,through the description of the number of active users and the degree of user activity penetration,combined with the urban-rural e-commerce gap reflected by the penetration rate of e-commerce channels,reflecting its low-price features;through the analysis of its shopping process and sales model,analyzing its innovation points,and finally the business model of Poundudo can be summarized as follows: the core of the Poundudo game,featuring low-cost explosive goods,with We Chat social traffic to achieve fission-type The company also innovated the shopping process and sales method,and built a "user-platformmerchant" social ecology.Using Tableau to visualize and analyze the existing data,we can intuitively show the characteristics of the business model of Pinduoduo.After that,through the analysis of the business model,we proposed seven suggestions for the sustainability of Pinduoduo from two aspects: positioning in the affordable market and building a social ecology,respectively,sinking the affordable market to meet the changing times,increasing logistics services to reduce costs,strengthening quality control to ensure product quality,promoting the C2 M model and new brand plans,increasing R&D investment to meet user needs,paying attention to buyer feedback to improve platform image,and get rid of We Chat dependency to improve user experience.