同时打响供应链品牌化与出海攻坚战，拼多多（PDD.US）新拼姆从容趟入“深水区”

智通财经05-28

对于一家上市公司而言，到底是短期利润更重要，还是长期可持续的发展更重要？这是长久以来一直横亘在众多投资者心中的价值之问。毫无疑问，前者迎合了资本市场里大部分投资者的偏好，亮眼的增长数字通常即刻就可以换来股价上涨；但正所谓风物长宜放眼量，后者虽然需要在当下承受业绩的波动与外界的不解，却往往有利于企业筑起更深的护城河，最终惠及更大多数的群体。在智通财经看来，拼多多（PDD.US）最新披露的2026年一...

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虎啸非洲
05-31
虎啸非洲
感觉像介于天猫很京东之间的一个细分市场。培训费商家新概也是已自己体系里的优质商家或者有培训潜力像做能做好产品的商家。

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zone\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PDDL":0.6,"KPDD":0.6,"PDD":1.98},"content_text":"对于一家上市公司而言，到底是短期利润更重要，还是长期可持续的发展更重要？这是长久以来一直横亘在众多投资者心中的价值之问。毫无疑问，前者迎合了资本市场里大部分投资者的偏好，亮眼的增长数字通常即刻就可以换来股价上涨；但正所谓风物长宜放眼量，后者虽然需要在当下承受业绩的波动与外界的不解，却往往有利于企业筑起更深的护城河，最终惠及更大多数的群体。在智通财经看来，拼多多（PDD.US）最新披露的2026年一季报，恰好为以上这一价值之问提供了一个鲜活的观察样本。财报显示，公司当季实现营收1062亿元，净利润125亿元，业绩延续了近几个季度“营收稳健、利润承压”的基本特征。而若细究这背后逻辑，依然是“千亿扶持”与重仓供应链的持续投入在发挥作用，平台通过主动让利商家、反哺产业生态，换来一条更可持续的增长曲线。而在财务数据之外，更值得关注的，是拼多多战略层面的实质性推进。去年底拼多多管理层提出“三年再造一个拼多多”，其核心抓手新拼姆在今年一季度迎来了深化发展的首个完整季度。据悉，首期150亿元现金已经就位，品牌自营业务稳步落地，团队深入产业一线，加速整合“拼多多+Temu”的供应链资源。这意味着，拼多多正从“帮产业带卖货”的平台角色，向“自营品牌+供应链组织者”的新定位加速迈进。随着新拼姆进入深化发展新阶段，中国供应链也迎来了品牌化出海的全新窗口期。新拼姆打响供应链品牌化攻坚战那么，这场被寄予厚望的“品牌化攻坚战”，究竟从何打起？事实上，新拼姆并非平地起高楼。它是拼多多多年来在产业一线深耕供应链、助力产业带从代工走向品牌的自然延伸。从海南凤梨的确定增收，到中山灯饰跳出同质化竞争，再到西部物流打通“最后一公里”，这些散落在田间地头与工厂车间的变革，都在为新拼姆后续的进化打下良好基础。在海南，凤梨产业曾长期陷于“靠天吃饭”的困境，丰收未必增收，滞销才是常态。拼多多带来的最大改变，不只是给农人多了一个销售渠道，而是提供了更多的确定性。拼多多开创的拼购模式，通过社交裂变降低了获客成本；基于算法的商品推荐，让优质农产品能够精准触达目标用户；而“百亿补贴”等政策，则降低了高品质农产品的尝鲜门槛。当然，成为“网红爆款”还远远不够，海南凤梨产业还正在向着品牌化、标准化的全产业链升级，而这也正好与新拼姆的价值主张同频共振。就在前不久，“2026多多好特产”专项行动也已经率先在海南凤梨农特产区展开。将视线往北移，“要买灯，到古镇”的俗语见证了中山灯饰产业的昔日辉煌。中山古镇镇，不到50平方公里的土地上曾集聚超3万家经营主体，灯饰销量一度占据国内市场的七成。然而，这其中大量中小企业一直停留在作坊式生产阶段，一盏灯甚至只能论斤卖。转机出现在以拼多多为代表的电商平台深入渗透之后，不少企业得以重新理解用户、定义产品，智能化、健康化为大量灯饰企业“照亮”了前路。就以童视界为例，该品牌自2023年下半年入驻拼多多以来，月销售额稳定在30-40万元，客单价维持在700-1000元，退货率低于3%。当然，品牌化的前提是触达。如果商品无法高效地送到消费者手中，再好的品牌也只能困于产地。这大概也正是拼多多持续加码物流基建的原因。一季度，拼多多在“电商西进”基础上全力推进快递免费“送货入村”服务，通过建设县级中转仓及村级代收点等末端物流网络，破解偏远乡村物流成本高、配送难等痛点。以陕西扶风县为例，村民在家门口的快递点就能取到来自全国各地的包裹，网购频率随之大幅提升。这种下沉到末端的物流网络，不仅让偏远地区的消费者享受到了平等的购物体验，也为产业带的商家开辟了新的增量市场，反向拉动的订单增长，进一步巩固了供应链的规模效应。全球进击开启品牌化出海新纪元对于出海，拼多多自然也有着独到的深刻理解。最新数据显示，Temu已升至全球电商网站访问量第二位，月访问量达13.4亿次，独立访客3.66亿。如果说Temu解决的是“中国货卖向全球”的渠道问题，那么新拼姆要回答的则是“中国品牌如何走向世界”的这一更高层级的命题。如今，伴随国内越来越多的产业完成提质升级改造，中国优势制造业向全球市场进行品牌化输出也已是箭在弦上。今年一季度，新拼姆的出海战略进入实质性落地阶段。在首期已到账的150亿元现金基础上，未来三年拼多多还将持续投入1000亿元。目前，新拼姆已选定服装、家居、户外三个核心类目作为首发阵地。与之匹配的供应商，均为具备完整供应链和设计能力的大牌工厂，如波司登、雅戈尔、骆驼等。而选定服装、家居、户外这三个品类亦有深层次的考量：服装和家居是Temu销售额最高的类目，分别占GMV约40%和20%，户外则是消费者对品牌不敏感、需求远未饱和的品类。商品定价则仍然是性价比路线：售价约为生产成本的4-5倍，相当于同类大品牌商品的5-7折甚至更低。智通财经认为，以上这种模式为产业带商家打开了全新的大门。过去，中国工厂要么做代工赚取微薄加工费，要么自己开店卖货，但品牌建设门槛高、周期长。新拼姆提供了第三种选择：商家专注生产与品质，平台负责品牌定义、营销推广、全球履约。正如拼多多管理层的表态，在新拼姆深化发展的阶段，拼多多将全力推进自营品牌，系统性孵化一批有国际影响力的品牌，持续重仓供应链，力争三年再造一个拼多多，带动供应链实现转型升级和价值跃迁。既有Temu珠玉在前，新拼姆乃至于整个供应链的品牌化出海节奏预计很快也会按下加速键。借助Temu巨大的全球流量池，新拼姆孵化的自营品牌无需经历漫长冷启动，便能直接触达全球数亿活跃用户。可以预期，随着更多产业带优质工厂加入新拼姆体系，一大批真正有国际影响力的中国新品牌将加速涌现，并有序走向全球舞台的中央。而若站在更宏大的视角，应该说新拼姆的意义远不止于拼多多一家公司的战略升级。它尝试回答的，其实是中国制造如何依靠产业升级与品牌化走向世界的时代命题。现在拼多多正在做的事，正是用真金白银的重仓投入，为这条品牌化之路铺下坚实的基石。而这样的拼多多，也许没办法在短期的一、两个季度里给出超预期的盈利数据，但长远看必能惠及更大多数的群体。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[{"id":570019081252912,"gmtCreate":1780169109568,"gmtModify":1780176261569,"author":{"id":"3542146702087360","authorId":"3542146702087360","name":"虎啸非洲","avatar":"https://static.tigerbbs.com/4359f2c8aed400c6ff6d58120088cc49","vip":1,"crmLevel":1,"crmLevelSwitch":0,"wearingBadges":[],"idStr":"3542146702087360","authorIdStr":"3542146702087360"},"htmlText":"感觉像介于天猫很京东之间的一个细分市场。培训费商家新概也是已自己体系里的优质商家或者有培训潜力像做能做好产品的商家。","listText":"感觉像介于天猫很京东之间的一个细分市场。培训费商家新概也是已自己体系里的优质商家或者有培训潜力像做能做好产品的商家。","text":"感觉像介于天猫很京东之间的一个细分市场。培训费商家新概也是已自己体系里的优质商家或者有培训潜力像做能做好产品的商家。","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/570019081252912","repostId":2638866317,"repostType":2,"repost":{"id":"2638866317","kind":"news","pubTimestamp":1779955200,"share":"https://www.laohunote.com/m/news/2638866317?lang=zh_CN&edition=full","pubTime":"2026-05-28 16:00","market":"sh","language":"zh","title":"同时打响供应链品牌化与出海攻坚战，拼多多（PDD.US）新拼姆从容趟入“深水区”","url":"https://stock-news.laohu8.com/highlight/detail?id=2638866317","media":"智通财经","summary":"去年底拼多多管理层提出“三年再造一个拼多多”，其核心抓手新拼姆在今年一季度迎来了深化发展的首个完整季度。随着新拼姆进入深化发展新阶段，中国供应链也迎来了品牌化出海的全新窗口期。新拼姆打响供应链品牌化攻坚战那么，这场被寄予厚望的“品牌化攻坚战”，究竟从何打起？今年一季度，新拼姆的出海战略进入实质性落地阶段。目前，新拼姆已选定服装、家居、户外三个核心类目作为首发阵地。","content":"<html><body><p>对于一家上市公司而言，到底是短期利润更重要，还是长期可持续的发展更重要？这是长久以来一直横亘在众多投资者心中的价值之问。毫无疑问，前者迎合了资本市场里大部分投资者的偏好，亮眼的增长数字通常即刻就可以换来股价上涨；但正所谓风物长宜放眼量，后者虽然需要在当下承受业绩的波动与外界的不解，却往往有利于企业筑起更深的护城河，最终惠及更大多数的群体。</p><p>在智通财经看来，<a href=\"https://laohu8.com/S/PDD\">拼多多</a>（PDD.US）最新披露的2026年一季报，恰好为以上这一价值之问提供了一个鲜活的观察样本。财报显示，公司当季实现营收1062亿元，净利润125亿元，业绩延续了近几个季度“营收稳健、利润承压”的基本特征。而若细究这背后逻辑，依然是“千亿扶持”与重仓供应链的持续投入在发挥作用，平台通过主动让利商家、反哺产业生态，换来一条更可持续的增长曲线。</p><p>而在财务数据之外，更值得关注的，是拼多多战略层面的实质性推进。去年底拼多多管理层提出“三年再造一个拼多多”，其核心抓手新拼姆在今年一季度迎来了深化发展的首个完整季度。据悉，首期150亿元现金已经就位，品牌自营业务稳步落地，团队深入产业一线，加速整合“拼多多+Temu”的供应链资源。这意味着，拼多多正从“帮产业带卖货”的平台角色，向“自营品牌+供应链组织者”的新定位加速迈进。随着新拼姆进入深化发展新阶段，中国供应链也迎来了品牌化出海的全新窗口期。</p><p><strong>新拼姆打响供应链品牌化攻坚战</strong></p><p>那么，这场被寄予厚望的“品牌化攻坚战”，究竟从何打起？事实上，新拼姆并非平地起高楼。它是拼多多多年来在产业一线深耕供应链、助力产业带从代工走向品牌的自然延伸。</p><p>从海南凤梨的确定增收，到中山灯饰跳出同质化竞争，再到西部物流打通“最后一公里”，这些散落在田间地头与工厂车间的变革，都在为新拼姆后续的进化打下良好基础。</p><p>在海南，凤梨产业曾长期陷于“靠天吃饭”的困境，丰收未必增收，滞销才是常态。拼多多带来的最大改变，不只是给农人多了一个销售渠道，而是提供了更多的确定性。拼多多开创的拼购模式，通过社交裂变降低了获客成本；基于算法的商品推荐，让优质<a href=\"https://laohu8.com/S/000061\">农产品</a>能够精准触达目标用户；而“百亿补贴”等政策，则降低了高品质农产品的尝鲜门槛。当然，成为“网红爆款”还远远不够，海南凤梨产业还正在向着品牌化、标准化的全产业链升级，而这也正好与新拼姆的价值主张同频共振。就在前不久，“2026多多好特产”专项行动也已经率先在海南凤梨农特产区展开。</p><p>将视线往北移，“要买灯，到古镇”的俗语见证了中山灯饰产业的昔日<a href=\"https://laohu8.com/S/002296\">辉煌</a>。中山古镇镇，不到50平方公里的土地上曾集聚超3万家经营主体，灯饰销量一度占据国内市场的七成。然而，这其中大量中小企业一直停留在作坊式生产阶段，一盏灯甚至只能论斤卖。转机出现在以拼多多为代表的电商平台深入渗透之后，不少企业得以重新理解用户、定义产品，智能化、健康化为大量灯饰企业“照亮”了前路。就以童视界为例，该品牌自2023年下半年入驻拼多多以来，月销售额稳定在30-40万元，客单价维持在700-1000元，退货率低于3%。</p><p>当然，品牌化的前提是触达。如果商品无法高效地送到消费者手中，再好的品牌也只能困于产地。这大概也正是拼多多持续加码物流基建的原因。一季度，拼多多在“电商西进”基础上全力推进快递免费“送货入村”服务，通过建设县级中转仓及村级代收点等末端物流网络，破解偏远乡村物流成本高、配送难等痛点。以陕西扶风县为例，村民在家门口的快递点就能取到来自全国各地的包裹，网购频率随之大幅提升。这种下沉到末端的物流网络，不仅让偏远地区的消费者享受到了平等的购物体验，也为产业带的商家开辟了新的增量市场，反向拉动的订单增长，进一步巩固了供应链的规模效应。</p><p><strong>全球进击开启品牌化出海新纪元</strong></p><p>对于出海，拼多多自然也有着独到的深刻理解。最新数据显示，Temu已升至全球电商网站访问量第二位，月访问量达13.4亿次，独立访客3.66亿。如果说Temu解决的是“中国货卖向全球”的渠道问题，那么新拼姆要回答的则是“中国品牌如何走向世界”的这一更高层级的命题。如今，伴随国内越来越多的产业完成提质升级改造，中国优势制造业向全球市场进行品牌化输出也已是箭在弦上。</p><p>今年一季度，新拼姆的出海战略进入实质性落地阶段。在首期已到账的150亿元现金基础上，未来三年拼多多还将持续投入1000亿元。目前，新拼姆已选定服装、家居、户外三个核心类目作为首发阵地。与之匹配的供应商，均为具备完整供应链和设计能力的大牌工厂，如<a href=\"https://laohu8.com/S/03998\">波司登</a>、<a href=\"https://laohu8.com/S/600177\">雅戈尔</a>、骆驼等。而选定服装、家居、户外这三个品类亦有深层次的考量：服装和家居是Temu销售额最高的类目，分别占GMV约40%和20%，户外则是消费者对品牌不敏感、需求远未饱和的品类。商品定价则仍然是性价比路线：售价约为生产成本的4-5倍，相当于同类大品牌商品的5-7折甚至更低。</p><p>智通财经认为，以上这种模式为产业带商家打开了全新的大门。过去，中国工厂要么做代工赚取微薄加工费，要么自己开店卖货，但品牌建设门槛高、周期长。新拼姆提供了第三种选择：商家专注生产与品质，平台负责品牌定义、营销推广、全球履约。正如拼多多管理层的表态，在新拼姆深化发展的阶段，拼多多将全力推进自营品牌，系统性孵化一批有国际影响力的品牌，持续重仓供应链，力争三年再造一个拼多多，带动供应链实现转型升级和价值跃迁。</p><p>既有Temu珠玉在前，新拼姆乃至于整个供应链的品牌化出海节奏预计很快也会按下加速键。借助Temu巨大的全球流量池，新拼姆孵化的自营品牌无需经历漫长冷启动，便能直接触达全球数亿活跃用户。可以预期，随着更多产业带优质工厂加入新拼姆体系，一大批真正有国际影响力的中国新品牌将加速涌现，并有序走向全球舞台的中央。</p><p>而若站在更宏大的视角，应该说新拼姆的意义远不止于拼多多一家公司的战略升级。它尝试回答的，其实是中国制造如何依靠产业升级与品牌化走向世界的时代命题。现在拼多多正在做的事，正是用真金白银的重仓投入，为这条品牌化之路铺下坚实的基石。而这样的拼多多，也许没办法在短期的一、两个季度里给出超预期的盈利数据，但长远看必能惠及更大多数的群体。</p></body></html>","source":"stock_zhitongcaijing","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" 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width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n同时打响供应链品牌化与出海攻坚战，拼多多（PDD.US）新拼姆从容趟入“深水区”\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-05-28 16:00 北京时间&nbsp;&nbsp;&nbsp;<a href=http://www.zhitongcaijing.com/content/detail/1447095.html><strong>智通财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>对于一家上市公司而言，到底是短期利润更重要，还是长期可持续的发展更重要？这是长久以来一直横亘在众多投资者心中的价值之问。毫无疑问，前者迎合了资本市场里大部分投资者的偏好，亮眼的增长数字通常即刻就可以换来股价上涨；但正所谓风物长宜放眼量，后者虽然需要在当下承受业绩的波动与外界的不解，却往往有利于企业筑起更深的护城河，最终惠及更大多数的群体。在智通财经看来，拼多多（PDD.US）最新披露的2026年一...</p>\n\n<a href=\"http://www.zhitongcaijing.com/content/detail/1447095.html\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0821914370.USD":"贝莱德亚洲成长领袖A2","LU0516422440.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"A\" (USD) ACC","IE0031814852.USD":"FSSA GREATER CHINA GROWTH \"I\" (USD) ACC","LU1242518857.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"I\" (USD) ACC","BK4558":"双十一","LU0502904849.HKD":"FIDELITY FUNDS  CHINA INNOVATION \"A\" (HKD) ACC","LU0823413660.USD":"BNP PARIBAS EMERGING EQUITY \"C\" (USD) INC","HK0000320264.USD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (USD) 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ACC"},"source_url":"http://www.zhitongcaijing.com/content/detail/1447095.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2638866317","content_text":"对于一家上市公司而言，到底是短期利润更重要，还是长期可持续的发展更重要？这是长久以来一直横亘在众多投资者心中的价值之问。毫无疑问，前者迎合了资本市场里大部分投资者的偏好，亮眼的增长数字通常即刻就可以换来股价上涨；但正所谓风物长宜放眼量，后者虽然需要在当下承受业绩的波动与外界的不解，却往往有利于企业筑起更深的护城河，最终惠及更大多数的群体。在智通财经看来，拼多多（PDD.US）最新披露的2026年一季报，恰好为以上这一价值之问提供了一个鲜活的观察样本。财报显示，公司当季实现营收1062亿元，净利润125亿元，业绩延续了近几个季度“营收稳健、利润承压”的基本特征。而若细究这背后逻辑，依然是“千亿扶持”与重仓供应链的持续投入在发挥作用，平台通过主动让利商家、反哺产业生态，换来一条更可持续的增长曲线。而在财务数据之外，更值得关注的，是拼多多战略层面的实质性推进。去年底拼多多管理层提出“三年再造一个拼多多”，其核心抓手新拼姆在今年一季度迎来了深化发展的首个完整季度。据悉，首期150亿元现金已经就位，品牌自营业务稳步落地，团队深入产业一线，加速整合“拼多多+Temu”的供应链资源。这意味着，拼多多正从“帮产业带卖货”的平台角色，向“自营品牌+供应链组织者”的新定位加速迈进。随着新拼姆进入深化发展新阶段，中国供应链也迎来了品牌化出海的全新窗口期。新拼姆打响供应链品牌化攻坚战那么，这场被寄予厚望的“品牌化攻坚战”，究竟从何打起？事实上，新拼姆并非平地起高楼。它是拼多多多年来在产业一线深耕供应链、助力产业带从代工走向品牌的自然延伸。从海南凤梨的确定增收，到中山灯饰跳出同质化竞争，再到西部物流打通“最后一公里”，这些散落在田间地头与工厂车间的变革，都在为新拼姆后续的进化打下良好基础。在海南，凤梨产业曾长期陷于“靠天吃饭”的困境，丰收未必增收，滞销才是常态。拼多多带来的最大改变，不只是给农人多了一个销售渠道，而是提供了更多的确定性。拼多多开创的拼购模式，通过社交裂变降低了获客成本；基于算法的商品推荐，让优质农产品能够精准触达目标用户；而“百亿补贴”等政策，则降低了高品质农产品的尝鲜门槛。当然，成为“网红爆款”还远远不够，海南凤梨产业还正在向着品牌化、标准化的全产业链升级，而这也正好与新拼姆的价值主张同频共振。就在前不久，“2026多多好特产”专项行动也已经率先在海南凤梨农特产区展开。将视线往北移，“要买灯，到古镇”的俗语见证了中山灯饰产业的昔日辉煌。中山古镇镇，不到50平方公里的土地上曾集聚超3万家经营主体，灯饰销量一度占据国内市场的七成。然而，这其中大量中小企业一直停留在作坊式生产阶段，一盏灯甚至只能论斤卖。转机出现在以拼多多为代表的电商平台深入渗透之后，不少企业得以重新理解用户、定义产品，智能化、健康化为大量灯饰企业“照亮”了前路。就以童视界为例，该品牌自2023年下半年入驻拼多多以来，月销售额稳定在30-40万元，客单价维持在700-1000元，退货率低于3%。当然，品牌化的前提是触达。如果商品无法高效地送到消费者手中，再好的品牌也只能困于产地。这大概也正是拼多多持续加码物流基建的原因。一季度，拼多多在“电商西进”基础上全力推进快递免费“送货入村”服务，通过建设县级中转仓及村级代收点等末端物流网络，破解偏远乡村物流成本高、配送难等痛点。以陕西扶风县为例，村民在家门口的快递点就能取到来自全国各地的包裹，网购频率随之大幅提升。这种下沉到末端的物流网络，不仅让偏远地区的消费者享受到了平等的购物体验，也为产业带的商家开辟了新的增量市场，反向拉动的订单增长，进一步巩固了供应链的规模效应。全球进击开启品牌化出海新纪元对于出海，拼多多自然也有着独到的深刻理解。最新数据显示，Temu已升至全球电商网站访问量第二位，月访问量达13.4亿次，独立访客3.66亿。如果说Temu解决的是“中国货卖向全球”的渠道问题，那么新拼姆要回答的则是“中国品牌如何走向世界”的这一更高层级的命题。如今，伴随国内越来越多的产业完成提质升级改造，中国优势制造业向全球市场进行品牌化输出也已是箭在弦上。今年一季度，新拼姆的出海战略进入实质性落地阶段。在首期已到账的150亿元现金基础上，未来三年拼多多还将持续投入1000亿元。目前，新拼姆已选定服装、家居、户外三个核心类目作为首发阵地。与之匹配的供应商，均为具备完整供应链和设计能力的大牌工厂，如波司登、雅戈尔、骆驼等。而选定服装、家居、户外这三个品类亦有深层次的考量：服装和家居是Temu销售额最高的类目，分别占GMV约40%和20%，户外则是消费者对品牌不敏感、需求远未饱和的品类。商品定价则仍然是性价比路线：售价约为生产成本的4-5倍，相当于同类大品牌商品的5-7折甚至更低。智通财经认为，以上这种模式为产业带商家打开了全新的大门。过去，中国工厂要么做代工赚取微薄加工费，要么自己开店卖货，但品牌建设门槛高、周期长。新拼姆提供了第三种选择：商家专注生产与品质，平台负责品牌定义、营销推广、全球履约。正如拼多多管理层的表态，在新拼姆深化发展的阶段，拼多多将全力推进自营品牌，系统性孵化一批有国际影响力的品牌，持续重仓供应链，力争三年再造一个拼多多，带动供应链实现转型升级和价值跃迁。既有Temu珠玉在前，新拼姆乃至于整个供应链的品牌化出海节奏预计很快也会按下加速键。借助Temu巨大的全球流量池，新拼姆孵化的自营品牌无需经历漫长冷启动，便能直接触达全球数亿活跃用户。可以预期，随着更多产业带优质工厂加入新拼姆体系，一大批真正有国际影响力的中国新品牌将加速涌现，并有序走向全球舞台的中央。而若站在更宏大的视角，应该说新拼姆的意义远不止于拼多多一家公司的战略升级。它尝试回答的，其实是中国制造如何依靠产业升级与品牌化走向世界的时代命题。现在拼多多正在做的事，正是用真金白银的重仓投入，为这条品牌化之路铺下坚实的基石。而这样的拼多多，也许没办法在短期的一、两个季度里给出超预期的盈利数据，但长远看必能惠及更大多数的群体。","news_type":1,"symbols_score_info":{"PDDL":0.6,"KPDD":0.6,"PDD":1.98}},"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":1,"repostSize":1,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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