拼多多：市场创新的典范，还是经济杀手的代名词？

前不久，网购平台的后起之秀拼多多一举超越了原先的行业老大阿里巴巴，成为了国内经济新闻中为数不多的比较正面的新闻。这说明在中国的经济当中，市场还是发挥着主导作用的。不管你是多么厉害的巨头，如果不能更好地适应不断变化的消费需求，你都会被那些有能力更加适应消费者需求的后来者或者新的模式所取代。

相反，如果看看美国的科技巨头，基本上还是世纪之交的互联网泡沫时期崛起的那些，像微软、谷歌、脸书之类的。唯一一个有新兴趋势，成为新巨头的抖音还是从中国传过去的，而且还在美国受到各种政治势力的打压和骚扰。所以可以这样说，在经济的市场化程度上，至少在某些方面，特别是互联网领域，美国并不比中国强，可能还比不上中国。

不过，在某些立场过于鲜明的自媒体口中，拼多多的崛起也成为了中国经济崩溃的证据，甚至批判拼多多的模式是经济杀手。不过，这些自媒体人虽然大多生活在国外，但是还是值得肯定的，他们为了自己的论点也是做过一些研究的。虽然我经常在拼多多上购物，我只知道拼多多上的商品价格相对其他的网购平台会比较便宜，但是对他那种需要拼单才能购买的模式的内在原理并不太懂。听了这位up主的节目之后才算是有所了解了。

要说清楚拼多多模式与传统模式的区别，先要讲讲传统的商业模式是怎么样的。传统商业模式的层级比较多。大致可以分成生产商、销售商和消费者。生产商一般是不直接与消费者打交道的。他们将产品出售给销售商，再由销售商卖给消费者。其实生产商的一个非常重要的问题，也就是需要发挥企业家能动性的地方，就是确定到底要生产多少的商品。如果商品生产的过多，卖不出去，那将是巨大的亏损。销售商就是为生产商提供这一信息的。所以销售环节并不是人们认为的，没有创造价值的二道贩子，实际上他发挥了非常重要的作用。他以订单和价格向生产商提供了非常重要的信息，帮助生产商进行生产决策。如果订单减少，价格下跌，那么生产商就要缩减生产规模。如果订单增加，价格上涨，说明该商品市场需求旺盛，生产商就会扩大生产，获取更多的利润。这样的商业模式其实已经非常完美了。

但他毕竟有更多的层级，市场信息流动的效率也受到影响了。如果碰到判断失误的销售商，也会导致生产商的对市场趋势的判断失误，造成资源浪费和营销的失衡。同时在商品的需求非常旺盛的时候，也会导致消费者承担更高的物价。因为商品流通中的每个环节所获得的利润，在商品需求旺盛的情况下，一般都会转嫁到最终消费者的头上。

而拼多多的模式，实际上就是整合了销售商的环节，让生产商通过拼多多的平台直接与消费者发生联系。平台通过拼单模式获取的大数据结合先进的算法，将信息直接反馈给生产者。拼多多上非常独特的拼单模式，实际上就是通过消费者自发的拼单行为，让订单信息自动生成，而不需要经过传统的销售商。流通环节的减少自然就导致了销售成本的下降，也就可以让消费者用更低的价格购买商品。这样的模式绝对是一种创新，从两端来说，生产者和消费者也是双赢的。

而那位自媒体大V的攻击点，仍然是老生常谈的，拼多多平台的商品质量比较次，假货盛行。不是说这样的问题不存在，这样的问题确实存在，特别是在拼多多早期，也是以低价假货而闻名的，甚至还被冠以低端人口的购物平台的名声。不过就像经典的第一部《侏罗纪公园》中所讲的，那些科学家们为了能够控制复活出来的恐龙，通过控制孵化温度等手段，让那些放归野外的恐龙全部都是雌性。这样人类就自以为能够控制住这些远古巨兽的繁殖过程，使得他们的数量处于控制之下。但一位前来参观的科学家说出了一句意味深长的话，也为后来的危机爆发埋下了伏笔。他说的是：生命总会找到自己的出路。而市场经济就是这样一个有生命的有机体，他也会找到解决这些问题的办法。如今的拼多多平台已经非常的大众化，各种阶层的人都会在上面购物，很多正规品牌也都入驻拼多多。所以商品假冒和劣质商品依然存在，但质量比较好的品牌商品的数量也是大大增加的。

另一个被攻击的主要问题就是，因为拼多多的这种模式取代了销售渠道的中间商部分，会导致大量的失业和商户破产，给本已不景气的经济雪上加霜。这种观点纯粹就是每到新的技术出现的时候都会听到的，代表保守势力的老生常谈。比如明清时期，海运明明比漕运效率更高，运量更大，但是朝廷却一直不肯大力发展海运。原因之一就是运河是百万漕工，衣食所系，如果海运发展起来了，那这些从事漕运的人是要喝西北风吗？又比如工业革命时期，人们也是害怕机器取代工人或机器吃人。如今AI技术取得了很多突破，人们也是一片哀鸿。实际上，新的技术总会带来新的就业和新的工作模式，对就业的影响是微乎其微的，根本不必这些大V去悲天悯人地假装关注。最后，这位大V还用哈耶克的名言来给拼多多下定论，说“通往地狱的道路都是由善意铺就的”。真是太搞笑了，拼多多的模式不仅没有给经济带来灾难，反而给消费者和生产者带来了更多的选择和便利，这难道不是市场经济的本质吗？拼多多的崛起，不是经济的杀手，而是市场的创新。

---

Not long ago, online shopping platform upstart Pinduoduo surpassed the original industry leader Alibaba, becoming one of the few relatively positive news in the domestic economic news. This shows that the market still plays a leading role in China's economy. No matter how great a giant you are, if you can't better adapt to changing consumer needs, you will be replaced by newcomers or new models with the ability to better adapt to consumer needs.

On the contrary, if you look at the technology giants in the United States, they are basically those that rose during the Internet bubble at the turn of the century, such as Microsoft, Google, Facebook and so on. The only one that has an emerging trend to become a new giant is Tiktok, which is passed from China and has been suppressed and harassed by various political forces in the United States. So it can be said that in terms of the degree of marketization of the economy, at least in some aspects, especially in the Internet field, the United States is not stronger than China, maybe not as strong as China.

However, in the mouth of some too-clear self-media, the rise of Pinduoduo has also become evidence of China's economic collapse, and even criticized the Pinduoduo model as an economic killer. However, although most of these we-media people live abroad, they are still worthy of recognition, and they have done some research for their own arguments. Although I often shop on Pinduoduo, I only know that the price of goods on Pinduoduo is cheaper than that on other online shopping platforms, but I do not understand the internal principle of the mode that requires a purchase order. Only after listening to the up master's program did I understand.

To clarify the difference between the Pinduoduo model and the traditional model, we must first talk about how the traditional business model is. Traditional business models have more layers. It can be roughly divided into producers, sellers and consumers. Manufacturers generally do not deal directly with consumers. They sell their products to sellers, who then sell them to consumers. In fact, a very important problem for producers, which is where the entrepreneurial initiative is needed, is to determine how much of the product to produce. If you produce too much of the goods and can't sell them, it will be a huge loss. The seller provides this information to the manufacturer. So the sales link is not what people think of as a second peddler who does not create value, in fact, he plays a very important role. He provides very important information to the producer in terms of orders and prices to help the producer make production decisions. If orders fall and prices fall, producers will have to scale back production. If orders increase and the price rises, the demand for the product is strong, and the manufacturer will expand production and make more profit. This business model is actually very perfect.

But after all, there are more layers, and the efficiency of information flow in the market is also affected. If you encounter sellers with wrong judgment, it will also lead to manufacturers' wrong judgment of market trends, resulting in waste of resources and marketing imbalance. At the same time, when the demand for goods is very strong, it will also lead to higher prices for consumers. Because the profits obtained by each link in the circulation of commodities, in the case of strong demand for commodities, will generally be transferred to the head of the final consumer.

The Pinduoduo model, in fact, is to integrate the links of sellers, so that manufacturers can directly contact consumers through the Pinduoduo platform. The platform combines the big data obtained through the ordering mode with advanced algorithms to feed the information directly to the producers. The very unique ordering mode on Pinduoduo is actually to automatically generate order information through the spontaneous ordering behavior of consumers, without the need to go through traditional sellers. The reduction of circulation links naturally leads to a reduction in the cost of sales, which allows consumers to buy goods at lower prices. Such a model is definitely an innovation, from both ends, producers and consumers are also win-win.

And the point of attack of the big V of the media is still a commonplace, the quality of the goods on the platform is compared, and fake goods are prevalent. This is not to say that such problems do not exist, such problems do exist, especially in the early days of Pinduoduo, but also known for low-cost fake goods, and even as a low-end population shopping platform reputation. But just like the classic first "Jurassic Park" said, those scientists in order to be able to control the resurrected dinosaurs, by controlling the incubation temperature and other means, so that those dinosaurs released into the wild are all female. In this way, humans thought they could control the reproduction process of these ancient giants and keep their numbers under control. But one visiting scientist made a profound remark that set the stage for the crisis. What he said was: Life always finds its way. The market economy is such a living organism that it will also find solutions to these problems. Today's Pinduoduo platform has been very popular, people of all classes will shop on it, and many regular brands are also settled in Pinduoduo. Therefore, counterfeit goods and inferior goods still exist, but the number of brand goods with better quality is also greatly increased.

Another major issue under attack is that because Pinduoduo's model replaces the middleman part of the sales channel, it will lead to massive job losses and bankruptcies, adding to an already sluggish economy. This is simply a conservative cliche you hear every time a new technology comes along. For example, in the Ming and Qing Dynasties, sea transport was obviously more efficient than water transport and the volume of traffic was larger, but the court refused to vigorously develop sea transport. One of the reasons is that the canal is millions of water supply, clothing and food depend on, if the development of sea transport, then these people engaged in water transport will drink the northwest wind? For example, during the Industrial Revolution, people were also afraid of machines replacing workers or machines eating people. Nowadays, AI technology has made many breakthroughs, and people are also sad. In fact, new technologies always bring new jobs and new working patterns, and the impact on employment is so minimal that these big Vs need not pretend to be concerned. Finally, the great V also used the famous words of Hayek to judge Pinduoduo, saying that "the road to hell is paved with good intentions." The Pinduoduo model has not brought disaster to the economy, but has brought more choices and convenience to consumers and producers. Isn't this the essence of a market economy? The rise of Pinduoduo is not an economic killer, but an innovation in the market.