The Way of Communication Strategy Empowering Market Layout and Consumer Awareness in Sinking Markets: The Example of Pinduoduo

In recent years, many companies have begun to enter the lower end of the market in an attempt to capture a larger share of the market; since there is variability in consumption upgrades, companies need to offer a wider range of products to satisfy different consumer segments. Secondly, the growing popularity of small towns and developing markets has made the sinking market increasingly attractive to companies, and Pinduoduo has not only maintained strong growth, but also consolidated its market position in the highly competitive e-commerce sector by virtue of its own development approach. This paper takes Pinduoduo as an example to study how the communication strategy of the sinking market empowers the market layout and consumer awareness. Through the use of process tracking method, it is found that Pinduoduo relies on its unique brand communication method and utilizes the large user base of social media platforms such as WeChat to increase user engagement and purchase intention. Pinduoduo's market positioning not only meets the needs of most consumers, but also provides value to them by utilizing STP theory as a marketing strategy. Pinduoduo has effectively built extensive brand awareness in the sinking market, provided key support for market placement, and established a strong foothold in today's competitive e-commerce business by establishing a connection channel with target consumers and precise marketing strategies.