Although the standard of living is getting higher and the shopping is becoming more and more convenient, the habit of Chinese people hoarding goods and carrying large bags and small bags to their homes before the Chinese New Year has not changed. After a busy year, everyone still wants to stay in the Spring Festival tradition at the end of the year, feel the joy and abundance, have a good rest, and accumulate energy for the coming year.
The "New Year's Festival" conforms to the needs, not only allowing consumers to enjoy the convenience of online shopping at the moment, but also to feel the strong flavor of the New Year.
At the beginning of January, Pinduoduo officially launched the 2024 New Year Festival. In the meantime, the platform unites thousands of landmark production areas in various provinces and cities across the country, selects millions of quality merchants, and escorts "many good New Year's goods" from the source. This year's New Year's goods** are more abundant, from landmark products to "recommended by the county magistrate", and then extended to direct procurement of top-notch goods in various regions of the world, which is dazzling, convenient for Pinduoduo's 900 million consumers to shop in one stop.
This year's festival has lasted for a week, and the person in charge of Pinduoduo said that sales have increased to varying degrees from fresh fruits, nuts and pastries, wine and beverages to home department stores, beauty and clothing, digital home appliances and other categories. Among them, the sales of Dandong strawberries, cherries, king crabs and other high-end fresh foods have increased significantly in the past week.
The Pinduoduo 2024 Festival will last until January 28. The person in charge said that during the event, it will continue to have "zero commission" for fresh agricultural products, tilt "10 billion subsidies", "10,000 people" and other station resources and red envelope discounts worth more than 3 billion yuan, give full play to innovative consumption models such as "multi-person groups", and continue to meet the needs of urban and rural consumers for New Year's goods.
Search for "New Year's Festival" on the Pinduoduo client to click to enter the main venue of the promotion. After entering the venue, you can receive coupons, and you also have the opportunity to get 288 yuan promotion coupons.
When Xiao Han was shopping in Pinduoduo, she noticed that the "New Year's Festival" had started again, and she was in a trance, it turned out that the Spring Festival was coming.
After returning to China after graduating from graduate school, Xiao Han stayed in Beijing to work for five years. Her home is in Xuchang City, Henan Province, usually busy with work, and only go back once during the Spring Festival, in order to honor her parents, but also to let her parents rest assured, she always buys things from time to time and sends them home, especially during the "New Year's Festival".
Last year's New Year's Festival, Xiao Han bought middle-aged and elderly milk powder, lotus root powder, nut snacks, oranges and strawberries and other fruits for his family, and also bought health care products for his father, skin care products and ** for his mother. At that time, every day the family would receive "feeding" from Xiao Han, and every time she received a courier, the family would call Xiao Han ** and tell her not to buy anything anymore, but Xiao Han knew in his heart that his parents were still very happy.
Xiao Han's parents did not have the habit of buying fresh meat online, but they were "amazed" by the texture and taste of the mutton rolls and coconut chicken that Xiao Han bought. "My parents changed their impression of buying fresh meat online. Xiao Han said.
In addition to the usual New Year's goods in the past, she also wanted to buy cherries and seafood for her parents to try, in addition, she also bought sports bracelets and massagers.
Cherries are an imported fruit that has become popular in recent years. Wang Pengfei, the person in charge of Pinduoduo Junli Fruit***, only sells Chilean cherries, and he believes that cherries have become popular in recent years because the cherries themselves are small and easy to eat. The season coincides with the New Year, as well as the traditional Chinese New Year, and the cherry fruit itself is red and very festive.
Chilean cherries are a popular fruit for the Adult Festival. Liu Hao |In order to ensure the quality and specifications of the cherries, Wang Pengfei strictly follows the process of shipping the original box after arriving in Shanghai from Chile, and also comes with a scale ruler when delivering the cherries to facilitate consumers to measure the size of the cherries.
In this New Year's Festival, the Pinduoduo platform tilted more than 3 billion yuan worth of resources and red envelopes such as "tens of billions of subsidies" and "10,000 people" to make real profits and subsidies for agricultural products. As far as Wang Pengfei's store is concerned, the 5-kilogram pack of 3J 4J, which sells well on the New Year's Festival, is 190+ yuan after 3J subsidy and 200+ yuan after 4J subsidy.
After the opening of the New Year's Festival, the sales of cherries were very considerable, and the average daily sales of the store exceeded 1,000 orders. Wang Pengfei is unwilling to live up to the trust of consumers, "It's going to be the New Year, and every order can be handed over to consumers before the year, so that they can rest assured, and it can be regarded as completing the performance with consumers." He said.
In addition, this year's Pinduo New Year Goods Festival, there are many highly sought after brands to participate. Three Squirrels, a casual snack brand, accounted for 30% of the year's sales during the New Year's Festival. "Compared with other platforms with the same price range, we have a higher gram weight on Pinduoduo, more gift package products, and more cost-effective. The person in charge of the three squirrels store said.
Pastry brand Chef Bao participated in the New Year's Festival for the first time. Chef Bao's pastries have a delicate taste, delicate snacks, and are very particular in terms of material selection and process production.
There is a good reputation among young people in first- and second-tier cities. In 2022, Master Bao will settle in Pinduoduo.
Participating in the New Year's Festival for the first time, Chef Bao came prepared and specially customized a "box of crisp" gift box, including egg yolk crisp, grape crisp, jujube paste soft crisp and other popular pastries, and prepared 50,000 pieces for the New Year's Festival. "This box of crisp gift boxes is about 90 yuan on the friend business platform, and the lowest price of Duoduo can be about 60 yuan. The person in charge of the store said that he hopes to let more consumers enjoy delicious pastries.
In addition, top-notch products directly sourced from around the world, such as American pistachios, Norwegian Arctic cod, Argentine red shrimp, and Irish brown crab, have also entered Pinduo's multi-year list, helping consumers taste the world's delicious food in one stop.
Argentine red shrimp that sells well in stores Photo courtesy of the interviewee Argentine red shrimp is found in the southwest Atlantic, Brazil and along the east coast of Argentina. The Argentine red shrimp is a nearshore warm water species, usually inhabiting mud or sediment bottom at a water depth of 2 25 m.
Xiao Xue, the person in charge of the first fresh road of Pinduoduo seafood business, introduced that the red shrimp in the store are sent directly from Argentina, and the cold chain is guaranteed at minus 20. Control costs in logistics and warehousing, and give benefits to consumers as much as possible.
In Shen County, Shandong Province on the North China Plain, Aunt Gu learned to use Pinduoduo under the guidance of her daughter. When she was young, Aunt Gu's family was not wealthy, and there were not many choices for New Year's goods in the county. This year, she browsed New Year's goods from all over the world, and when asked what she wanted to buy for New Year's goods, Aunt Gu replied casually: "Buy what you like." She heard that Harbin had become popular recently, so she bought Harbin's red sausages to try and other landmark agricultural products.
In order to further serve rural revitalization and respond to the call of "digital business to rejuvenate agriculture", Pinduoduo announced the launch of the "Agricultural Cloud Action" in 2023, focusing on investing superior resources to promote 100 agricultural belts across the country to "join the cloud" faster and create a more resilient and competitive digital agricultural belt.
The New Year's Festival is an extension of the "Agricultural Cloud Action". Every year, Pinduoduo will unite more than 1,000 high-quality agricultural production areas and many well-known agricultural and sideline product brands in various provinces and cities across the country, select millions of quality merchants, and escort "Duoduo Good New Year's Goods" from the source, such as Gannan navel orange, Jinhua ham, Harbin red sausage, and Guangxi Bale.
Harbin Meat Union was founded in 1913, 111 years ago, compared with other intestines, Harbin Meat Union red sausage is an authentic Harbin red sausage, does not contain chicken and duck meat, only pork and beef as raw materials, starch content is less than 7%, authentic Harbin red sausage cut in half will not break, frozen taste will not change.
In 2022, Harbin Meat United will settle in Pinduoduo. Compared with Pinduoduo, the consumer group is mainly concentrated in.
After entering Pinduoduo, the senior middle class in first- and second-tier cities will have a wider audience and wider coverage, and consumers in towns and villages can also enjoy authentic Harbin red sausages.
The time-honored Harbin red sausage has been injected with new vitality. Photo provided by the interviewee Last year, Harbin Meat Union participated in the Pinduo Multi-Year Goods Festival, and the daily sales were more than 50,000 orders. Since its entry, Pinduoduo's sales have accounted for 25% of the overall sales of Harbin Meat Union, injecting new vitality into the century-old brand.
Ganzhou, Jiangxi Province is the "world orange township", almost every household will plant a few acres of navel oranges, navel oranges are landmark fruits, the taste is fresh, "Gannan navel orange" is well-known throughout the country.
Liu Bin's hometown is in Shicheng County, Ganzhou City, and he is 33 years old this year. He was interested in e-commerce when he was in college, and in 2010 he returned to his hometown to start an e-commerce career at home. After researching the local industry, in 2014 he put his hometown's navel oranges online to sell.
At first, he only harvested navel oranges near the county seat, and slowly he began to expand to surrounding towns, "At that time, it was also the Internet bonus period, as long as the ** and good quality were good, it could be done." Liu Bin said. His familiarity with his hometown led him to decide to go deep into the fruit industry.
Gannan navel oranges planted in Liu Bin's hometown. Liu Bin |Photo he opened the "Yipinyou" fruit store in Pinduoduo, and the sales volume was hundreds of millions of dollars a year at its best. He also broadened the fruit category to mangoes, pomegranates, etc., no longer limited to local, but national.
This winter, navel oranges had their biggest harvest in years.
He participated in this year's Pinduoduo New Year's Festival and wanted to seize the traffic of this wave of platform subsidies. The ripe oranges on the orange trees are exposed to his circle of friends every day, and the golden fruits are hidden among the green leaves, which is very attractive.
The Chinese New Year is approaching, and we want consumers to get delicious fruits, be satisfied, and have a good New Year. Liu Bin said.