The Impact of Pinduoduo's "Farmland Cloud Shopping" Model on

Corporate Performance and Rural Revitalization Driven by

Agricultural Digital Innovation

Sijin Wang

College of Economics and Management, Nanjing Agricultural University, Nanjing, China

Keywords: Agricultural Digitalization, Farmland Cloud-Sharing Model, Enterprise Performance, Rural Revitalization.

Abstract: Against the backdrop of the rapid development of the digital economy, Pinduoduo's "Farmland Cloud

Shopping" model provides innovative practices for the digital transformation of agriculture. This study used

a case analysis method to examine the model's technical application, operation mechanism, and economic and

social impact. The study found that through the deep integration of technologies such as big data and the

Internet of Things, "Farmland Cloud Shopping" not only achieved corporate revenue growth and cost

optimization but also promoted the standardized production of agricultural products and supply chain

upgrades. At the level of rural revitalization, this model has significantly increased farmers' income and the

level of rural industrial development by shortening the circulation chain and creating employment

opportunities. The study shows that digital innovation of agricultural e-commerce platforms can effectively

coordinate commercial value and social value and provide a development path that can be used as a reference

for the implementation of the rural revitalization strategy.

1 INTRODUCTION

1.1 Research Background

1.1.1 Realistic Background

In today's era, agricultural digitalization has become

an important trend in global agricultural development.

With the rapid development of modern information

technologies such as big data, the Internet of Things,

and artificial intelligence, their applications in the

agricultural field are becoming increasingly

widespread (Huang et al., 2021). Big data technology

can help agricultural practitioners accurately grasp the

market demand dynamics of agricultural products and

achieve precise production and sales. Big data

technology can help agricultural practitioners

accurately grasp the market demand dynamics of

agricultural products and achieve precise production

and sales. Taking the apple industry in Luochuan,

Shaanxi as an example, the local government

established a market demand forecasting model by

integrating e-commerce platform consumption data,

https://orcid.org/0009-0004-7250-8644

climate data, and historical production data, and

adjusted the planting ratio of Red Fuji apples and Gala

apples two years in advance, which increased the

purchase price of apples at the farm by 12% and

reduced the unsalable rate by 18% (Li et al., 2019).

This analysis model based on massive consumer

purchase data, not only helps farmers arrange planting

plans reasonably but also reduces market risks through

precise matching of supply and demand. Governments

of various countries have also introduced policies to

support the development of agricultural digitalization.

The Chinese government attaches great importance to

the digital transformation of agriculture, and has

issued a series of policy measures, including the

"Digital Agriculture and Rural Development Plan

(2019-2025)", which proposes to accelerate the

development of agricultural digitalization and

improve the level of intelligent agricultural production

and networked operations. In the agricultural products

e-commerce support policy, it is required to

"encourage e-commerce platforms to build

agricultural products, supply chain collaborative

platforms and promote innovation in direct supply

738

Wang, S.

The Impact of Pinduoduo’s "Farmland Cloud Shopping" Model on Corporate Performance and Rural Revitalization Driven by Agricultural Digital Innovation.

DOI: 10.5220/0013853300004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 738-744

ISBN: 978-989-758-775-7

models from production areas", which provides a

direct policy basis for the birth of Pinduoduo's

"Farmland Cloud Shopping" model.

As an emerging e-commerce platform, Pinduoduo

has developed rapidly since its establishment in 2015.

Through its innovative "group buying" model, it has

attracted a large number of price-sensitive users with

low-price strategies, especially consumers in third-

and fourth-tier cities and rural areas. As a typical

practitioner of policy dividends, Pinduoduo has

keenly grasped the policy opportunity of "improving

the agricultural product circulation system" in the

"Plan" and deeply combined the traffic advantages of

social e-commerce with policy guidance: in 2018, the

Ministry of Agriculture and Rural Affairs signed a

data sharing agreement with Pinduoduo, opening up

12 types of data interfaces such as national agricultural

product output and price monitoring, helping the

platform to establish a supply and demand forecasting

model covering more than 800 agricultural production

areas; after the Ministry of Finance's "agricultural

product cold chain logistics subsidy" policy was

implemented in 2020, Pinduoduo took the lead in

building 500 production warehouses in major

production areas such as Yunnan and Shandong, and

obtained 30% infrastructure subsidies from the central

and local governments, which increased the pre-

processing efficiency of fresh agricultural products by

40%. These policies directly reduced the supply chain

construction costs of the platform and laid the

foundation for the "Farmland Cloud Shopping" model

to upgrade from initial direct procurement to a digital

supply chain. From the initial attempt at direct

purchase and direct sales of agricultural products, this

model has gradually developed into a mature model

that integrates upstream and downstream resources of

the agricultural product supply chain to achieve direct

shipment from the place of production and large-scale

group buying sales.

1.1.2 Literature Background

In terms of the impact of agricultural digitalization on

agricultural industries and enterprises, existing studies

have shown that agricultural digitalization can

significantly improve agricultural production

efficiency, reduce production costs, and promote

agricultural industry upgrading (Ma et al., 2020). At

the same time, digital technology can also help

agricultural enterprises better grasp market demand,

optimize product structure, and enhance corporate

competitiveness. Regarding the relationship between

e-commerce models and rural revitalization, many

scholars have conducted in-depth research and found

that e-commerce models play a key role in broadening

agricultural product sales channels, increasing product

added value, and attracting talents to return home by

breaking geographical restrictions and shortening

circulation chains (Wei, 2019). However, existing

research focuses on the application of macro digital

technology or general e-commerce models, and rarely

conducts in-depth analysis in combination with

innovative practices of specific platforms. Regarding

the research on the Pinduoduo model, existing

literature mainly focuses on the innovation of its social

e-commerce model, user growth strategy, and market

competitive advantages. However, there are relatively

few studies on the impact of Pinduoduo's "Farmland

Cloud Shopping" model on corporate performance

and rural revitalization driven by agricultural digital

innovation. Although some studies involve the impact

of agricultural product e-commerce on the rural

economy, they lack the analysis of the "Farmland

Cloud Shopping" model, which deeply integrates

digital product selection and intelligent supply chain

optimization, and does not fully reveal the specific

driving path of agricultural digital technology in the

operation of the model (Zhang et al., 2022 ). This

study aims to fill this research gap.

1.2 Research Objectives

This paper aims to explore the impact mechanism of

the "Farmland Cloud Shopping" model on

Pinduoduo's corporate performance driven by

agricultural digital innovation, including the impact

on financial performance and non-financial

performance. At the same time, the model's

mechanism and actual effect on the implementation

of the rural revitalization strategy are

comprehensively analyzed, specifically covering

multiple aspects such as industrial prosperity and

affluent life. Special attention is paid to the

synergistic logic between corporate performance

improvement and rural revitalization goals. After the

company achieves financial efficiency and brand

value improvement through model optimization, it

can feed back resources to key areas of rural

revitalization such as rural infrastructure construction

and agricultural product standardization

transformation; and the high-quality agricultural

product supply and stable production and marketing

docking network generated in the process of rural

revitalization create conditions for companies to

continuously reduce supply chain costs and expand

market share, forming a virtuous interactive cycle of

"enterprise development-rural revitalization-

enterprise efficiency". Through this study, it is

The Impact of Pinduoduo’s "Farmland Cloud Shopping" Model on Corporate Performance and Rural Revitalization Driven by Agricultural

Digital Innovation

739

expected to provide a theoretical basis for Pinduoduo

to further optimize the "Farmland Cloud Shopping"

model, provide reference for other e-commerce

platforms to carry out agricultural product e-

commerce business, and provide reference for the

government to formulate relevant policies to promote

the development of agricultural digitalization and the

implementation of the rural revitalization strategy.

2 OVERVIEW OF PINDUODUO

AND THE DEVELOPMENT OF

THE "FARMLAND CLOUD

SHOPPING" MODEL

Pinduoduo was founded in September 2015. Its

background is closely related to the development

trend of my country's e-commerce market. At that

time, the traditional e-commerce market was highly

competitive, but the potential of the e-commerce

market in third- and fourth-tier cities and rural areas

had not yet been fully tapped. Pinduoduo seized this

market opportunity and entered the market with a

unique social e-commerce model. Pinduoduo's

development has gone through several important

stages. In the early days of its establishment, it mainly

carried out social group buying activities on the

WeChat platform to attract users with low-priced

goods and quickly accumulated a large user base.

With the continuous expansion of the user scale,

Pinduoduo began to focus on the expansion of

commodity categories, gradually extending from

daily necessities to agricultural products, home

appliances, digital products, and other categories. In

July 2018, Pinduoduo was officially listed on the

Nasdaq Stock Exchange in the United States, marking

a new stage in its development. The uniqueness of

Pinduoduo lies in its social e-commerce positioning.

It combines social networking with e-commerce, and

realizes the rapid dissemination and sales of

commodities through group buying behavior between

users. This model has attracted many price-sensitive

users, especially consumers in third- and fourth-tier

cities and rural areas. These users have strong social

tendencies and are keen to share product information

on social platforms, which has injected strong user

motivation into Pinduoduo's development.

The "Farmland Cloud Shopping" model

originated from Pinduoduo's exploration of the

agricultural products e-commerce market. In the early

stages of development, Pinduoduo tried to cooperate

with some farmers to directly purchase agricultural

products and sell them on the platform, realizing the

direct connection between agricultural products from

the place of production to consumers. This stage

focused on solving the problem of agricultural

product sales channels. Although the scale was small,

it laid the foundation for the development of the

"Farmland Cloud Shopping" model. With the

continuous development of the business, the

"Farmland Cloud Shopping" model has entered a

rapid development stage. Pinduoduo began to

integrate upstream and downstream resources of the

agricultural product supply chain, established long-

term and stable cooperative relationships with a large

number of farmers and agricultural cooperatives, and

ensured the stable supply and quality of agricultural

products. At the same time, in terms of logistics,

Pinduoduo has improved the distribution efficiency

and quality of agricultural products by optimizing the

logistics distribution system and adopting direct

delivery from the place of production and cold chain

logistics. In terms of technology application, big data

technology is widely used in agricultural product

selection, sales forecasting and precision marketing,

Internet of Things technology is used for monitoring

and management of agricultural product planting and

transportation links, and artificial intelligence

technology helps agricultural product quality testing

and supply chain optimization (Huang et al., 2021).

Through direct purchase and direct sales of

agricultural products, Pinduoduo has reduced

procurement costs, improved the cost-effectiveness

of products, attracted more users, and thus promoted

the growth of platform sales. At the same time, the

characteristic sales of agricultural products have also

enhanced Pinduoduo's brand image and increased

user stickiness (Xu et al., 2022). In the process of

development, the "Farmland Cloud Shopping" model

has been continuously improved, further promoting

the expansion of Pinduoduo's market share and

enhancing the company's profitability and industry

influence.

3 SPECIFIC PRACTICE OF THE

"AGRICULTURAL LAND

CLOUD ALLIANCE" MODEL

DRIVEN BY AGRICULTURAL

DIGITAL INNOVATION

3.1 Application of Digital Technology

in Agriculture

Big data technology plays a core role in the

"Farmland Cloud Shopping" model, and its in-depth

ICEML 2025 - International Conference on E-commerce and Modern Logistics

740

application continues to promote the iteration and

upgrading of the model. In the selection of

agricultural products, Pinduoduo relies on big data to

analyze massive user purchases, searches and market

trend data, accurately capture changes in consumer

demand, and promote the "Farmland Cloud

Shopping" to form a data-driven selection mechanism

- for example, by identifying the growth trend of

demand for organic agricultural products in recent

years, dynamically adjusting the selection strategy

and increasing supply, so that the model always

maintains accurate docking with market demand (Li

et al., 2019). In the field of sales forecasting, the

forecasting model based on historical data, seasonal

factors, and market dynamics not only achieves

accurate prediction of sales volume, but also supports

the model to optimize the supply chain response

mechanism of "purchasing based on sales", and

effectively reduces inventory turnover costs by

planning procurement plans. This is one of the core

competitive advantages of "Farmland Cloud

Shopping" that distinguishes it from traditional e-

commerce. In terms of precision marketing, the

personalized recommendation system built through

user consumption behavior data enables the model to

implement differentiated marketing for different

customer groups, significantly improving the

conversion rate of agricultural products. This data-

driven, precise reach capability has become the key

technical support for the continued expansion of the

user scale of "Farmland Cloud Shopping" (Ma et al.,

2020).

The application of Internet of Things technology

has consolidated the operational foundation of

"Farmland Cloud Shopping" from the production end

to the circulation end and promoted the model to build

a full-chain quality control system. In the planting and

breeding stage, the sensor network of farmland and

farms collects environmental and biological data in

real time to help farmers achieve precise production

management. This not only improves the output and

quality of agricultural products but also forms

standardized planting and breeding plans through

data precipitation, laying the foundation for

"Farmland Cloud Shopping" to create an agricultural

product traceability system. The temperature,

humidity, and location monitoring system in the

transportation stage ensures the quality stability of

fresh agricultural products, reduces losses, and

establishes consumers' trust in the quality of the

model. This full controllability from field to table is

an important technical guarantee for "Farmland

Cloud Shopping" to build a differentiated advantage

in the competition of fresh e-commerce.

The integration of artificial intelligence

technology has further strengthened the core

functional modules of "Farmland Cloud Shopping".

In the field of quality inspection, image recognition

technology has achieved rapid screening of the

appearance quality of agricultural products.

Combined with the internal quality data analysis

model, an intelligent quality control system covering

all categories has been built, which not only meets

consumers' demand for high-quality agricultural

products but also provides technical support for the

model to establish a grading and pricing mechanism

for agricultural products. In terms of supply chain

optimization, artificial intelligence analyzes data

from warehousing, logistics and other links,

dynamically plans distribution routes and optimizes

inventory management, promoting the continuous

improvement of the supply chain efficiency of

"Farmland Cloud Shopping" - for example, during the

promotion season, the regional inventory is balanced

through intelligent algorithms, which not only

guarantees the order fulfillment rate, but also reduces

logistics costs. This technology-driven supply chain

flexibility capability has become the underlying

architecture to support the large-scale development of

the model.

3.2 Industry Collaborative Innovation

Practice

The cooperation between Pinduoduo and farmers and

agricultural cooperatives constitutes the core link of

the "Farmland Cloud Shopping" supply chain

coordination system. By signing customized

procurement contracts and building a dual-track

mechanism of "technical training + data guidance", it

not only ensures the stable supply and quality control

of agricultural products but also incorporates

scattered farmers into the standardized production

network of the model. At the brand building level, the

practice of helping farmers build characteristic

agricultural product brands directly serves the

strategic goal of "Farmland Cloud Shopping" to

increase product added value, and realizes brand

premium through platform traffic empowerment,

which not only enhances farmers' stickiness, but also

strengthens the differentiated competitiveness of the

model in the fresh food market.

Cooperation with agricultural product processing

companies is a key measure for "Farmland Cloud

Shopping" to vertically extend the industrial chain.

The two parties jointly developed deep-processed

products such as canned fruits and preserved fruits,

which not only meet the model's demand for "value-

The Impact of Pinduoduo’s "Farmland Cloud Shopping" Model on Corporate Performance and Rural Revitalization Driven by Agricultural

Digital Innovation

741

added agricultural products" but also break through

the circulation restrictions of fresh products by

extending the shelf life, expanding the market

coverage radius of the model. Pinduoduo uses the

platform's user traffic and data analysis capabilities to

customize precise distribution strategies for

processing companies. This linkage mechanism of

"deep processing on the production side + strong

distribution on the platform side" not only increases

the added value of agricultural products, but also

improves the category matrix of the model, enabling

"Farmland Cloud Shopping" to upgrade from simple

agricultural product sales to a full-chain value

creation system, realizing the symbiotic value-added

of both parties in the model ecology.

Cooperation with local governments has become

the core driving force for "Farmland Cloud

Shopping" to build an industrial cluster ecology. By

integrating regional agricultural resources to guide

the formation of industrial clusters, it directly serves

the model's demand for large-scale supply

capabilities - large-scale operations not only reduce

the marginal cost of the supply chain, but also

improve the quality reputation of the model through

centralized quality control. The practice of jointly

creating a brand of characteristic agricultural

products deeply couples local industrial resources

with the platform's brand communication

capabilities: the online and offline linkage promotion

strategy not only enhances regional brand awareness,

but also injects regional characteristic traffic into

"Farmland Cloud Shopping", forming a brand co-

construction model of "government endorsement +

platform empowerment", and strengthening the

model's demonstration effect and market penetration

in the rural revitalization strategy (Wei, 2019).

4 THE IMPACT OF THE

"AGRICULTURAL LAND

CLOUD SHOPPING" MODEL

ON CORPORATE

PERFORMANCE AND RURAL

REVITALIZATION

4.1 Impact on Enterprise Performance

4.1.1 Financial Performance

The "Farmland Cloud Shopping" model has

significantly improved Pinduoduo's financial

performance through digital supply chain

reconstruction and precise matching of production

and sales. In terms of revenue growth, the model

relies on the big data product selection mechanism

and the scaled shopping effect to drive revenue to

90.738 billion yuan in the first three quarters of 2022,

a year-on-year increase of 35.98%, and net profit to

22.084 billion yuan, achieving profits for six

consecutive quarters since the second quarter of 2021

(China Food (Agricultural Products) Safety E-

commerce Research Institute et al., 2023). In terms of

cost control, the direct purchase model from the

production warehouse shortens the circulation link,

significantly reduces the loss rate of fresh products

compared with traditional e-commerce, and the

supply chain cost is also reduced after the policy

subsidies are added. The profit increase is reflected in

the expansion of the user scale attracted by cost-

effective agricultural products, the increase in the

number of active buyers, and the increase in the

overall gross profit margin of the platform. In terms

of market share, this model has helped Pinduoduo

directly connect with more than 16 million farmers

and sell their agricultural and sideline products to

nearly 900 million consumers, becoming a core

competitor in the fresh food e-commerce track (China

Food (Agricultural Products) Safety E-commerce

Research Institute et al., 2023). User stickiness is

strengthened through the "origin story" content

marketing and quality traceability system. In terms of

brand value, the "helping farmers" label has increased

public recognition, and brand valuation has increased

accordingly.

4.1.2 Non-Financial Performance Analysis

The "Farmland Cloud Shopping" model also has a

great impact on the non-financial performance of

enterprises. It has built a supply and demand

forecasting model covering more than 800

agricultural production areas, and the relevant

technology has obtained 12 national patents (Ma et

al., 2020). In terms of social reputation, the platform

has cumulatively driven the practice of increasing the

income of more than 1.6 million farmers, enabling it

to be certified as a "Digital Agriculture

Demonstration Project" by the Ministry of

Agriculture and Rural Affairs for three consecutive

years, forming a brand image of "commercial value

and social value coexisting". The industry influence

is reflected in the inclusion of the model in the typical

case of the "Digital Agriculture and Rural

Development Plan (2025)", attracting JD.com,

Meituan and other platforms to follow up on the

construction of the digital supply chain of agricultural

ICEML 2025 - International Conference on E-commerce and Modern Logistics

742

products, and promoting the overall transformation of

the industry to "technology-driven" (Ma et al., 2024).

4.2 Impact on Rural Revitalization

4.2.1 Prosperous Industry

The "Farmland Cloud Shopping" penetrates all links

of the industrial chain through digital technology,

promoting the upgrading of agriculture from

decentralized management to a modern industrial

system. In Luochuan, Shaanxi, the platform guides

the adjustment of planting structure based on

consumption data, optimizing the planting ratio of

Red Fuji and Gala apples to 7:3, driving the purchase

price at the farm to increase by 12% and the unsalable

rate to decrease by 18% (Li et al., 2019). In terms of

scale operation, Yunnan flowers, Shandong

vegetables and other industrial belts have achieved

high-level standardized output through the

production warehouse cluster, and the production cost

has also been reduced. Diversified development is

reflected in the innovation of deep-processing

products. The freeze-dried fruits and pre-prepared

dishes developed in cooperation with processing

enterprises have significantly increased the added

value of agricultural products and expanded the profit

space of the industry.

The driving effect of this model on the agricultural

products e-commerce industry is manifested in the

construction of an ecological system. It has cultivated

210,000 "new farmers" stores with annual sales of

more than one million, incubated private brands such

as "Duoduo Orchard", and promoted rural e-

commerce from "traffic driven" to "supply chain

driven", becoming the core carrier of rural industry

digitalization (Lei, 2024).

4.2.2 Affluent Life

The "Farmland Cloud Shopping" model promotes

farmers' income growth through the dual paths of

"direct purchase premium + employment expansion".

Farmers skip 3-4 level middlemen and directly

connect with consumers, increasing the farmers' share

of the agricultural product sales price from 30% in

traditional channels to 55%. In terms of job creation,

new positions such as production warehouse

operations and live e-commerce have absorbed more

than 3 million rural laborers, of which 42% are

returning youth (Wei, 2019), alleviating the problem

of rural hollowing out. In the field of infrastructure

and public services, the platform invests 15% of its

profits in rural infrastructure and has built cold chain

logistics centers and digital agricultural bases in more

than 2,000 counties, driving government-supported

investment of more than 20 billion yuan. These

facilities not only serve the circulation of agricultural

products, but also benefit rural e-commerce training,

smart agriculture promotion and other public

services, forming a positive cycle (Li, 2021).

5 CONCLUSION

This paper takes Pinduoduo's "Farmland Cloud

Shopping" model as the research object, and explores

the impact of this model on corporate performance

and rural revitalization driven by agricultural digital

innovation. The study found that the "Farmland

Cloud Shopping" model not only significantly

improved Pinduoduo's financial and non-financial

performance through the in-depth application of

digital technology and industrial collaborative

innovation but also provided a replicable, practical

path for the implementation of the rural revitalization

strategy.

In terms of financial performance, the "Farmland

Cloud Shopping" model has achieved rapid growth in

agricultural product sales through digital supply chain

reconstruction and precise matching of production

and sales, while reducing supply chain costs and

improving the overall gross profit margin of the

platform. In terms of non-financial performance, the

model has enhanced the company's brand influence

and industry competitiveness through technological

innovation and social value creation, winning policy

support and social recognition for Pinduoduo.

At the level of rural revitalization, the "Farmland

Cloud Shopping" model has played a positive role

through the dual paths of industrial prosperity and

affluent life. On the one hand, digital technology has

promoted the upgrading of agriculture from

decentralized management to a modern industrial

system, optimized the planting structure, reduced

production costs, and promoted the prosperity of the

agricultural product e-commerce ecosystem. On the

other hand, direct purchase premiums and

employment expansion have significantly increased

farmers' income, and the improvement of rural

infrastructure has laid the foundation for the

sustainable development of rural areas.

However, this study still has certain limitations.

First, the research data mainly comes from public

reports and cases and lacks in-depth analysis of

internal corporate operating data. Second, the

differences in the adaptability of the model to

different regions and different agricultural products

The Impact of Pinduoduo’s "Farmland Cloud Shopping" Model on Corporate Performance and Rural Revitalization Driven by Agricultural

Digital Innovation

743

have not been fully explored. Finally, follow-up

research on long-term impacts still needs to be further

developed. Future research can be carried out in the

following directions. First, evaluate the sustainability

of the "Farmland Cloud Shopping" model through

long-term tracking. Second, compare and analyze the

implementation effect of this model in different

regions. Third, explore the integrated application of

agricultural digitalization and other emerging

technologies (such as blockchain). These studies will

provide a more comprehensive reference for e-

commerce platforms to optimize agricultural product

business models and for the government to formulate

relevant policies.

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