Pinduoduo

Pinduoduo built its position on group-buying and aggressive pricing, reaching users in smaller cities and rural areas that the established platforms served less well.

The group-buying mechanic — a lower price when several buyers commit together — turned purchasing into a social action spread through WeChat, which is how the platform grew so quickly without a comparable advertising budget.

It has since broadened well past its original positioning, and its agricultural supply chain, connecting farms directly to consumers, is a significant part of the business.