Pinduoduo Establishes 'New Pinduom': Plans to Invest 100 Billion to Boost Self-operated Brand Model

[Ebrun Original] On March 25, Pinduoduo Group released its financial report for the fourth quarter and full year of 2025. During the earnings call, Pinduoduo disclosed that it has officially established "New Pinduom" to focus on the self-operated brand model.

It is reported that in December last year, Pinduoduo Group's shareholders' meeting announced Zhao Jiazhen as Co-Chairman and Co-CEO and unveiled the group's next-phase strategy, proposing to "strive to rebuild another Pinduoduo within three years."

Now, the first major strategic initiative is being implemented: Pinduoduo Group has officially announced the establishment of "New Pinduom" to launch brand self-operation, continue investing heavily in China's supply chain, and drive high-quality, branded development of domestic industries.

According to the introduction, "New Pinduom" has established a new specialized company in Shanghai, with an initial cash injection of 15 billion yuan and a planned total investment of 100 billion yuan over the next three years. It aims to integrate the supply chain resources of "Pinduoduo Temu" and begin building a self-operated brand model, focusing on global markets and systematically self-operating and incubating brands for different markets and categories.

Zhao Jiazhen stated that in the next phase, the company does not aim for diversification but rather greater focus—centering on the high-quality development of the supply chain.

The platform officially claimed that it will "mobilize the entire group's efforts, align all forces, and strive to drive 'New Pinduom' to achieve high-quality transformation of domestic self-operated brands within three years, promoting the transformation, upgrading, and value leap of China's supply chain."

Specifically, Pinduoduo's "New Pinduom" will introduce three major measures to promote high-quality, branded expansion for industrial belt merchants:

First, establish a specialized "New Pinduom" company, investing 100 billion yuan over the next three years to comprehensively cover domestic industrial belts, launch customized manufacturing solutions, and cultivate a batch of self-operated brands with different positioning and multiple categories.

Second, form specialized teams to deeply engage with industrial belts, leveraging the platform's digital advantages to provide merchants with integrated solutions for products, technology, and marketing, driving industrial belts to improve manufacturing standards and complete transformation and upgrading.

Third, launch a full range of brand export solutions, offering comprehensive services such as product standards, warehousing and logistics, intellectual property services, legal assistance, and regulatory reviews.

In fact, as early as April 2025, Pinduoduo had already pioneered a "hundred-billion-level" merchant-friendly strategy in the e-commerce industry to develop the supply chain ecosystem, laying the foundation for the launch of "New Pinduom."

In 2026, Pinduoduo will further enhance "new quality supply" based on the "hundred-billion support" to accelerate the branding process of industrial belts.

To date, the "new quality supply" specialized teams have visited over 100 high-quality manufacturing clusters, including Yiwu cosmetics, Shenzhen electronics, Shandong snacks, Shaodong bags, Pinghu down products, and Weihai fishing gear, and delved into supply chain links such as raw materials and components to promote "progressive innovation" and resolve issues of homogenized competition.

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