巨亏40亿！拼多多反倒亏成第二大电商，但京东、天猫仍是大赢家
最近，拼多多逆袭上位反超京东，摘得“中国第二大电商”的桂冠，但账面上的数据却并不乐观。据拼多多公布的2018年财报显示，全年营收达到131.2亿元，同比增长高达652%，全年GMV总值为4716亿元，同比增长234%，活跃用户规模激增至4.18亿。
虽然交出了一份光鲜亮丽的成绩单，但却瑕不掩瑜，拼多多去年近40亿的巨大亏损，持续增加的亏损令外界无法理解。拼多多的创始人兼CEO黄峥，慷慨激昂的总结去年的成绩“2018年是拼多多强劲增长的一年，也是里程碑的一年。”
活跃用户、全年营收、市场份额一致飘红的盛况，难以掩盖拼多多的知名薄弱环节——盈利能力堪忧。在竞争进入白热化的国内电商市场，拼多多一路逆袭的蛮野生长，只用短短3年时间疯狂拓展自身的商业版图，以超过行业平均10倍的增长速度，跻身为中国第二大电商平台，大有和稳扎稳打的天猫、京东分庭抗礼的阵势。
凭借“社交电商+拼团购”的战略模式，拼多多在中国电商领域崭露头角，一度被外界评价为“电商黑马”，虽说开创出傲人的商业神话，但高达40亿的巨额亏损却足以将拼多多的成绩全盘否定。
而导致拼多多叫好不叫座，入不敷出的原因离不开高额的成本支出，其中包括市场营销、管理费用和运营成本等，研发费用11.161亿元、管理费用3.22亿元，各项成本的增长速度均超过拼多多的整体增速。一年巨亏40亿，拼多多非但没有倒闭，反倒是活生生的亏成了“中国第二大电商”，然而在表面光鲜亮丽的数据背后，却暗藏着诸多不足和短板，虽然营收、用户规模保持连年增长，但亏损却也在水涨船高。
外界对野蛮生长的拼多多的评价略显浮夸，至少目前的拼多多，还不够胜任“第二大电商”的名号。毕竟拼多多创立至今才短短3年时间，虽然已经取得了傲人的成绩，不过相较于天猫、京东而言，拼多多的电商产业链尚处于初步成型的阶段，在物流体系、用户服务、平台运营、渠道拓展、品牌形象等各方面仍有较大的待开发空间。
构建完善的电商平台体系，绝非一朝一夕之功，例如除了低价以外，拼多多在面对天猫淘宝、京东时，还具备哪些核心竞争力呢？如何在短时间内，树立优质的品牌形象和用户口碑，这些都需要长久的摸索和拓展，毕竟拼多多若想寻求盈利能力的实质增长，打破持续亏损的现状，必然需要寻求多元化发展，揭去“低价拼团”的固有模式和过于单一的市场定位，是拼多多寻求利润增长的而唯一途径。
受到自身战略模式的限制，拼多多的影响力和市场份额太过依托于三四线城市，主要用户群体平均消费力低于京东、天猫，低价拼团的模式，既是拼多多的优势同样也成为影响其利润无法增长的“绊脚石”。
综上所说，现阶段的拼多多和“中国第二大电商平台”仍有一定差距，尚且不足以对京东、天猫构成较大威胁，而如何尽早推进商业化变现、战略定位多元化，已然是拼多多目前迫切需要解决的难题。
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