Pinduoduo, as an e-commerce platform, has many official direct-operated stores. It provides a channel for merchants to sell their own products directly on the platform. Pinduoduo encourages merchants to open official direct-operated stores and provides them with professional operational support and services. Official direct-operated stores can increase consumers' trust in products, provide a more unique shopping experience, and cooperate with Pinduoduo platform to help companies achieve better sales performance. Therefore, Pinduoduo not only allows merchants to open official directly-operated stores, but also actively supports and promotes this model.