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Brand information

Pinduoduo is the largest agriculture-focused app and e-commerce platform in China, in terms of user registration.

The app has more than 178 million registered users and 1.35 billion orders have been served on Pinduoduo since its launch (2017).

Pinduoduo started off as a farmer’s cooperative in Harbin City, which aimed to grow vegetables and sell them.

Calling themselves ‘Finance 2.0", they accept small investments from its members that mirror an interest-bearing format, called Dragon coin.

Neighbouring farmers are interconnected with each other through their membership cards to increase their sales of commodities such as vegetables and soybean products. One member buys a product from the private sector, sells it on Pinduoduo at a lower price, and then the farmer is able to buy more products from neighbours.The Pinduoduo model requires a high number of users in order to work efficiently, and actively markets itself by giving discounts and releasing new features such as contests