Pinduoduo and Vertically Integrated Social Commerce
[Game-like mechanics such as: a leaderboard ranking who saved the most money; colorful images and discounts hidden throughout the app.]
[Suppliers were fined ten times the value of any counterfeit goods they attempted to sell.]
[Pooling demand allowed suppliers to pass savings onto customers, which fed into the growth engine of 'more savings, more fun'.]
[They started selling products over a livestream as a way to build trust amongst skeptics, and gave discounts for inviting friends to watch.]