Strategy analysis of e-commerce enterprises under the COVID-19 pandemic

-- A case study of PDD

Abstract

Due to the emergence of COVID-19 and the rise of the digital economy, the economic environment and trade patterns have completely changed, which has a significant impact on the development of domestic e-commerce enterprises. In this case, the formulation of a scientific enterprise strategy has become the key to the transformation and upgrading of e-commerce enterprises and their maintenance and development. This paper will take PDD, a large domestic e-commerce platform, as a case study and SWOT model as a qualitative indicator to gradually analyze its internal competitive advantages and disadvantages, external development opportunities, and competitors. The financial data of PDD are used as quantitative indicators to analyze its solvency, operating ability, profitability, and future growth trend; To explore the rationality and shortcomings of Duoduo's current corporate strategy from both qualitative and quantitative perspectives. Through the research, it is found that although the existing strategy of PDD enables the enterprise to obtain greater competitive advantages and good solvency and operation ability, it fails to help the enterprise improve the currently low profitability and break through the growth bottleneck, which leads to a slight decline in the investment value of PDD and the profitability method is not favored. Based on the development opportunities of PDD, this paper will put forward suggestions for the improvement of enterprise strategy to help enterprises successfully transform and upgrade.