拼多多“实锤”回应市场质疑 上半年电商巨头将重心移至线下
参考中国报告网发布《2019年中国移动电商行业分析报告-市场深度调研与发展前景评估》
11月20日晚，拼多多披露第三季度财报，数据显示，拼多多三季度总收入为33.724亿元（4.91亿美元），同比增长697%，环比增长24%。公司非通用会计准则下经营亏损为7.9亿元，上一个季度这一数字为8.157亿元，亏损环比收窄。此外，拼多多平台活跃买家数为3. 855 亿，同比增长144%，较上季新增 4200 万;三季度平台移动客户端平均月活用户数为2. 317 亿，同比增长226%，较上季新增 3700 万。值得一提的是，受业绩提振，财报发布后截至18时18分，拼多多盘前上涨11.95%。
2017Q3-2018Q3拼多多总收入
数据来源：《拼多多财报》
2017Q3-2018Q3拼多多活跃买家数
数据来源：《拼多多财报》
三季报前夕 拼多多屡遭市场质疑
此前，有做空机构发布的报告质疑拼多多GMV（网站成交金额）规模等问题。此外，也有机构发布报告，称拼多多正在遭遇创立以来最严重的增长停滞，用户增长几乎为0%。
对此，拼多多方表示，由于平台业务量激增，当季人力投入增大，云服务、呼叫中心支出和商户支持成本增加。此外，平台抓住了难得的FIFA世界杯广告投放机会，这也增加了本季度的销售和营销支出。这些长期投资，能有效推动品牌认知度与用户黏性。
2018上半年各大电商巨头纷纷把重心从线上转移到线下，给消费者带来全新化、多功能化、多体验化的购物体验，多角度、多方面践行新零售。电商和线下商业的全面融合，正升级着新零售，使得新零售、社交电商成为上半年电商热点。
社交电商则争做零售电商行业中与平台电商、自营电商并驾齐驱的“第三极”。据了解，随着手机互联网的发展，大部分在PC端网购的用户购物行为已转移到手机、平板等移动应用端上，拼购、分销等为典型的社交电商模式成为电商平台快速吸引客流的新方式。社交电商作为一种基于社会化移动社交而迅速发展的新兴电子商务模式，自2013年出现后连续五年高速发展。具体来看：2017年社交电商行业市场规模达到6835.8亿元，较2016年增长88.84%。近年来，社交电商大爆发，2014-2017年年均复合增长率达到90%以上。据预测，2018年社交电商有望维持其迅猛增长的势头，市场规模将突破万亿元。
2014-2018年全国社交电商行业市场规模及预测
数据来源：工信部
2018年社交电商呈六大发展趋势：社交电商合作主流化、社交电商平台化发展、技术创新推动社交高速发展、大数据创新优化社交电商发展、社交新零售聚合线上线下、主流资本投资助力社交电商快速发展。
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