拼多多摊牌了，要用3年再造一个自己。

市场资讯

12/26

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！（来源：网易科技）才花了 3 年时间，Temu 居然就已经走完了拼多多十年才完成的路。就在前两天的拼多多股东大会上，拼多多联席董事长陈磊罕见地公布了 Temu 的情况，说 Temu 的规模已经赶上拼多多了。差评君又去翻了翻 Sensor Tower 今年发的报告，Temu 2025 年第三季度 GMV 突破了 1680 亿元，...

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接下来将会重仓供应链。也正是看了这个消息，差评君觉得没准真有戏。外界无数人都分析过拼多多异军突起的各种原因，什么砍一刀、社交裂变，但其实归根结底靠的是中国供应链。中国是唯一一个拥有 41 个工业大类 ，666 个工业小类的国家。中国特有的暴力美学是，一个不起眼的小镇，就可以承包全世界的需求。比如 60% 的假发来自河南许昌、一半以上的眼镜出自江苏丹阳，还有贵州正安的吉他，山东平度的假睫毛。各种物美价廉的产品就让拼多多快速打下江山。但增长放缓之后，它们又马上就换了一个思路，转头开始整顿供应链，帮商家们打造自己的品牌。转型的甜头拼多多本站早就尝到了，一手扶持出了大量的原生品牌。所谓原生品牌，就是那些名气不大，甚至只做白牌代工，但在拼多多一手扶持下，成长为独立品牌的工厂。我知道这话听着有点抽象，差评君给你举个例子你就知道了。拼多多上有一个叫丝飘的纸巾品牌，火到了越南 Top5。很多人可能没听过，但在越南当地，已经有大量小作坊卖仿冒品。当地售卖的丝飘里，只有 30% 是真货。在刚来到拼多多的时候，这家老牌纸厂因为没赶上电商的热潮，库存积压、现金流岌岌可危，濒临破产。但在拼多多上只用 2 年 就让销量突破 2 亿元，在国内、海外两开花。丝飘产线拼多多瞄准的正是无数像丝飘这样的厂商。因为很多中国工厂面临的尴尬是，手上有活，不仅能做代工，质量还好，但没牌子，只能赚个辛苦钱。即便想转型做品牌，要打广告、铺货、找渠道、研究定位，没个十年八年起不来。很多小老板连做电商、买流量可能都学不明白。比如丝飘自己摸索电商的时候，两个月烧了 70 万，但一天最多只能发几百单。但拼多多找到了一条更快的路径，让大量小品牌和白牌们杀出重围。差评君把步骤大致总结成了三步。1、把货先卖出去2、平台扶持运营3、数据对接改进首先就是先把货卖出去。平台开店不设门槛，无需营销打广告，质高价优就能把量走起来。比如丝飘当时找到了拼多多后，官方教他们用不漂白本色纸，并且不要用曾经线下按提销售的传统规格，而是按照 30 包、48 包一箱的大包装销售，拼单价格低至 26.9 元、39.9 元，平均下来 1 包不到 1 元。短短一两年间，年营收体量却由数千万元增长至数亿元，四五线消费者占到七成。虽说拼多多上品牌起步初期是薄利多销，但是低门槛、快速走量带来的第一桶金，让白牌们站稳了脚跟，得到了继续发育的机会。赚到钱之后，平台就开始琢磨怎么帮大家把牌子再往上做做。而第一招最简单直接，就是撒钱。这两年来，拼多多从百亿减免、千亿扶持、电商西进、海外集运包邮，到为优质品牌设立的新质供给和黑标等。自己掏钱给大小商家们减负，像差评君之前接触的冲锋衣老板就说过，千亿扶持等政策出来后，他的店铺月销量翻了一倍。更值得一提的是，补贴背后，无数小品牌完成了一次升级。此前，上海老牌巧克力品牌申浦趁着全球可可豆价格暴涨，很多同行被迫悄悄省料的节点。反而借着平台千亿补贴，逆势升级了原料，彻底去掉了代可可脂，把所有产品全面升级为纯可可脂。不仅用了更好的可可豆，还升级了防潮工艺，拿下了平台的黑标 。现在单价也卖上去了，销售额也成功突破了千万大关。申浦决定要卖高价，不光是有平台补贴撑腰。还有一方面原因，是因为拼多多发现，很多老年人、健身族都会为了健康，去选择购买巧克力。基于平台给的数据，申浦才打算要换配方试试。这就是平台介入供应链的可怕之处。手握市场数据的平台，最知道市场想要什么、正在做什么，哪里有好商家它们都也门儿清。粗暴点来说，平台的参与就像带着参考答案进考场，直接跳过解题过程。靠这三步，拼多多挖了一大批的原生商家。从丝飘到申浦，老牌薯片“乐吧”、饮料品牌轻上。还有平湖箱包、惠州月饼、晋江零食、佛山童装、义乌百货、晋江鞋服等等，覆盖上百个产业带。9 月底，拼多多发的《 新质供给一周年发展报告 》里提到了，95 后商家数量同比增长 31%，00 后商家数量同比增长 44%，优质产品SKU数量同比增长超五成。所以 Temu 接下来，可能要把这套成功经验，再次复用。先从补贴、品牌和物流多方面入手，帮供应链商家们全方位进化。通过供应链的进化，自然而然地“ 长 ”出一个新的拼多多。更变态的是，相比于国内的各路高手，拼多多这套供应链和运营体系的焚诀，在海外起码领先 5-10 年，有种九转斗圣吊打隔壁大斗师的感觉。而且，它本来就有调教供应链的基因在，在海外乱杀靠的就是国内主站这套成熟的C2M（ 工厂直连消费者 ）模式。这对无数商家来说，也是个好消息。曾经的拼多多让很多错过电商红利期的白牌商家，从失意者联盟成员摇身一变成了逆袭爽文主角。如今他们又打算再造一个拼多多，那么想必 Temu 估计又会开放一大批品牌名额和补贴激励，给错过了几波发展便车的商家，一个重新上车的机会，帮白牌转型出海按下加速键。或许曾经 10 年才能走完的路，以后真的只要一两年了。当然了，这不仅是拼多多主动的选择，也是环境变化在后面推了它一把。现在流量见顶、用户增长触顶，海外各地监管又越来越严格，海内外商家的日子都不好过。中国品牌出海，已经不能再走以前“ 只要便宜就能赢 ”的老路。不光是商家，平台也得不断调整策略，以适应时代的变化。诞生短短三年，Temu 靠全托管起家，又在关税压力下，快速过渡到了半托管。再到现在“ 再造一个拼多多 ”，听起来像是一次简单的复制，但实际上是一次艰难的改革。一句供应链改革和品牌升级的背后，不再考验抢流量的速度，而是合规的能力、对全球不同市场的理解力，以及带着千万中小商家一起赚钱的耐力。接下来的路虽然不好走，但对想要冲一把的品牌来说，一定是机会。一旦走通了“ 平台+产业 ”这条捷径，不仅能再造几个拼多多，中国工厂也能拥有一条自己的全球渠道。撰文：star编辑：莽山烙铁头 & 面线 & 大饼","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"}}}