"Festival-making" for e-commerce platforms has long been a marketing path of light cars and familiar roads, and there are only more than a dozen national statutory holidays, but the number of festivals created in the e-commerce field has exceeded 100, most of which are mainly subsidized and profitable, and then set off a carnival of consumers.
Although they are all launching activities to make profits and subsidies, Pinduoduo seems to be particularly different - from the agricultural goods festival, the harvest festival and the "National True Fragrance Festival" launched on December 6 throughout the year, it can be seen that Pinduoduo is taking deeper and deeper root in the agricultural product market, and relies on tens of billions of subsidies to make up for "true incense" agriculture.
When agricultural products meet Pinduoduo's "tens of billions of subsidies": high-end deep processing "down", primary agricultural products "up"
In the growth process of Pinduoduo, tens of billions of subsidies have contributed indispensably, and even become the "standard" preferential rules of the current e-commerce industry.
Since Pinduoduo launched the "10 billion subsidies" channel in 2019, its subsidy focus has been sharply tilted towards agricultural products. On Double 12 this year, Pinduoduo once again opened the "National True Fragrance Festival" to subsidize the brand goods in the platform goods.
"True incense" this network term, originally refers to a person to a thing from the process of rejection to acceptance, and Pinduoduo's true incense festival, in the view of "Pine Cones Finance", has two meanings, the first refers to the consumer's purchase of agricultural products in Pinduoduo, from resisting, not taking it for granted, to accepting and developing habits of "true incense"; the second refers to the "true fragrance" of Pinduoduo's tens of billions of subsidized agricultural products, "both true and fragrant", that is, the product guarantee is the genuine product of the place of origin, and it is a healthy and delicious product.
In the past, most of the sales channels of agricultural products such as vegetables and fruits, dried aquatic products and other agricultural products relied on offline markets, and were mainly operated by small-scale self-employed households. Therefore, the sales of agricultural products are limited by geography and scale, and because of the small workshop model, the added value of agricultural products is low, and the turnover efficiency is low because of the lack of logistics supply chain support.
Therefore, for the "upward movement of agricultural products", it is urgent to have new platforms and new models to empower and release the value of thousands of agricultural products in "agricultural powers".
In this Pinduoduo's "National True Fragrance Festival", it seems that an answer has been handed in for the subsidies and empowerment of platform agricultural product merchants.
On the one hand, it is the tens of billions of subsidies that make the high-end agricultural products "downward" for deep processing. Taking high value-added sea cucumber products as an example, for products such as sea cucumbers, in the impression of most consumers, they belong to "high-end products", which are expensive and difficult to buy, and suppress consumer demand due to objective reasons, in fact, it is not that consumers do not like sea cucumbers, but "love and cannot". Pinduoduo also gives preferential subsidies to merchants and consumers, so that high-end agricultural goods can be "lowered", and under the dual guarantee of price and quality, the demand for sea cucumber market has been released for a long time.
On Pinduoduo, a "Huangchun flagship store" that mainly sells light dried sea cucumbers and ready-to-eat sea cucumbers, double eleven sales increased by 300% over the same period last year. Such a strong growth data allows merchants to see the traffic and resource strength of Pinduoduo, but also feel the strong demand of consumers, so they are willing to believe that the platform can help themselves reduce costs and increase efficiency, so as to achieve long-term development.
On the other hand, it is the tens of billions of subsidies that enable primary agricultural goods to achieve large-scale, standardized and refined development.
Previously, vegetables and fruits of primary agricultural products were more "retail" production, and then some market entities carried out door-to-door "collection", which was inefficient and uneven in product quality, and was seriously damaged due to inconvenient logistics. Farmers who have worked hard for a year, because they lack market perception and insight, do not know what products to produce and grow in order to sell more profitably.
Therefore, a new e-commerce platform like Pinduoduo, if you want to let merchant farmers "plant melons and get melons, plant beans to get beans", how to achieve large-scale, standardized and refined development has become an unavoidable topic.
From this "National True Fragrance Festival" activity, "Pine cone Finance" can get a glimpse of one or two.
Taking Zhang Guangpeng, who operates the "official flagship store of Aonong Card", as an example, first of all, its in-depth production source, starting from the production base, to the subsequent production technology, transportation, packaging, platform operation, sales subsidies and other links, has achieved large-scale production and operation, and the monthly sales exceeded 2 million after entering Pinduoduo.
△ The picture shows the "Official Flagship Store of Ao Nong Card" operated by Zhang Guangpeng in Pinduoduo, and more than ten vegetables were selected for the "10 Billion Subsidies" channel.
Pinduoduo's tens of billions of subsidies do make up a "true fragrance" agriculture, empowering farmers to produce and operate at the same time, so that consumers can also buy high-quality products from all over the world, the most important thing is that the platform's initiative to make profits, reduce the sales burden of businesses, but also let consumers feel a lot of "true incense".
According to public information, the current Subsidy of Pinduoduo has continued to cover more than 10,000 high-quality agricultural product merchants, and the cumulative online agricultural products have exceeded 30,000.
"True incense" is the appearance, what is the logic of Pinduo's subsidy of "eccentric" agricultural goods?
Whether it is a high-end agricultural product that is deeply processed or a primary agricultural product that is produced on a large scale, it is essentially a business in the "soil", compared with products such as clothing and beauty, and a kind of "thankless" business, why is Pinduoduo still insisting on this?
Looking back on this year, Pinduoduo's efforts in agricultural subsidies have been increasing, from the third "Agricultural Goods Festival" to the "Landmark Agricultural Products China Tour" activity, and then to the Double Eleven and the "National True Fragrance Festival" of double twelve, Pinduoduo has promoted upgrading in the form of subsidies in agricultural products, agricultural production areas and even agricultural industries.
In the view of "Songguo Finance", there are two points in the idea of Pinduoduo's "preference" for agricultural goods in subsidies.
One is to adapt to the changes in the needs of platform consumers. Although life has "poetry and far away", chai rice oil and salt is still the main theme, in this remote and anxious society, the smell of fireworks in the world is the most touching to the hearts of mortals. Therefore, in the minds of consumers, flowers and vegetables are raised to the same level of demand.
More and more young people return to the kitchen, and compared with the older generation of the market, the generation that pursues the quality of life hopes to buy clean and hygienic, quality-assured fruits and vegetables, and is more and more accustomed to buying various life needs on the e-commerce platform. Compared with the clothing and beauty of the quarter, half a year or even longer will be replaced by new goods, this kind of daily necessities, such as melons, fruits and vegetables and other "stomach" products, obviously the frequency of consumption, consumption quality demand will be higher.
Therefore, Pinduoduo has insight into such changes in demand, in addition to the romantic dream of flowers, more to provide users with comfortable and preferential daily life.
The other is to conform to the development of the industry and promote the benign transformation of the agricultural industry.
Facts have proved that Pinduoduo has made many agricultural products feel "really fragrant". Many agricultural products that were once sold without access have become Internet celebrity products on the market with the help of e-commerce platforms.
Located in Yanyuan County, Daliangshan Yi Autonomous Prefecture, Sichuan, it produces a well-known "ugly apple" - Yanyuan apple, which was difficult to open before, but now it has gradually become a well-known "net red apple" for mainstream consumers.
△ The picture shows the salt source apple, which grows naturally without bagging, but due to uneven sunlight exposure and wind and sand, the apple skin is rough and the fruit shape is irregular, which is called "ugly apple"
It can be said that Yanyuan Apple quickly opened the market with the help of Pinduoduo, and beat apples in other production areas in 2020, jumping to the first place in the platform "Apple Best-seller List". National Geographic has also labeled it as "the closest to the sun and the farthest from the city", and Yanyuan has also established a hundred million-level industry with apples as the core with the help of Pinduoduo.
In addition, Pinduoduo also makes the majority of farmers feel "real fragrance". According to the seventh census, more than 500 million people live in rural areas in China, accounting for about 40% of the country's population, which means that agriculture should be an industry that cannot be ignored, but in fact, the attention it receives is not directly proportional to its huge volume.
But because Pinduoduo has connected thousands of agricultural production areas across the country, e-commerce sales is one of the skills that agricultural producers must master today. For example, the prototype of the heroine Shui Hua in the TV series "Mountains and Seas" is the left-behind women in Minning Town, who set up an e-commerce workshop to sell Minning cool skin, mushrooms and other products to Ningxia through Pinduoduo.
In fact, Pinduoduo has profoundly changed the production pattern of China's agriculture. Pinduoduo realizes the direct connection between the "last kilometer" of the consumer end and the "first kilometer" of the place of origin, directly breaking the circulation chain from farmers to multi-level distributors to the vegetable market and thus conveying to the consumer end, greatly shortening the intermediate circulation link and providing consumers with more affordable and high-quality agricultural products. Farmers have also become the main stakeholders of the whole industrial chain, thus driving agricultural products upwards more quickly and effectively.
Continue to "throw coins" into the field, what is the ideal agriculture of Pinduoduo?
Nowadays, the production and marketing of pinduoduo's agricultural products has become more and more mature. In 2020, the GMV of Pinduoduo agricultural products reached 270 billion yuan, accounting for 16.2% of the total GMV, an increase of 3 percentage points over the previous year. In the first half of this year, the order volume of Pinduoduo agricultural (by-product) products increased by 431% year-on-year.
But even so, the story of the tens of billions of subsidies continues. After Pinduoduo made a profit this year, it did not intend to retain profits, but decided to invest the profit part and possible future profits into agriculture and implement the "10 billion agricultural research" plan.
Chen Lei, CEO of Pinduoduo, has said many times that he will pay close attention to the cooperation and investment opportunities of the whole value chain and infrastructure of agricultural products, promote the agricultural value chain to become more efficient, and ultimately achieve the goal of "inclusiveness", and make Pinduoduo the world's largest agricultural product retail platform. It has to be said that this has gone beyond the simple "retail dream", but is digging deep into the value of the whole industry chain in the vertical field.
△The picture shows the base of Duoduo Agricultural Research Science and Technology Competition
In fact, Pinduoduo is exactly what it does.
In the process of agricultural product sales, Pinduoduo has established a complete set of "intelligent processing system for agricultural goods", Pinduoduo on the one hand will be decentralized agricultural production capacity convergence and integration to form a "cloud farm", on the other hand, the scattered agricultural product user demand through shopping, live broadcast and other communication methods gathered in the "cloud", so as to achieve accurate matching of supply and demand, to help farmers make money more easily.
In addition to continuing to invest energy in optimizing algorithms and AI systems, Pinduoduo is more important in terms of "universal benefit" and has vigorously promoted the emergence of "new farmers".
As Pinduoduo continues to take root in the countryside and empower agriculture with science and technology, "new farmers" have begun to emerge, and He Shuang, a post-95 girl, is a typical representative of them.
In 2017, He Shuang quit his job as a flight attendant and returned to his hometown to sell pomegranates. Through cooperation with Duoduo Orchard, He Shuang sold 8 million kilograms of pomegranates in 3 months, with sales of more than 30 million yuan. She not only made the pomegranates of her hometown fathers and elders "more valuable", but also led a group of young people to work in their hometowns and made due contributions to the revitalization of the countryside. In 2020, He Shuang was awarded the title of "National Excellent Migrant Worker" by the State Council's Leading Group for Migrant Worker Work.
In addition, Pinduoduo is launching a large-scale new farmer training program, and has carried out nearly 100 e-commerce lectures and trainings in Yunnan, Guizhou, Henan, Qinghai and other regions, covering more than 5,000 agricultural producers and operators.
In summary, from the perspective of Pinduoduo's inputs and goals, a longer-tail agricultural reform and development is underway. From agriculture to e-commerce, the entire industry chain will benefit from this for a long time. From the perspective of the industry, due to the earlier participation in the process of deepening and transforming smart agriculture, Pinduoduo is likely to become an indispensable part of it.
At a time when the frontier companies of science and technology are busy exploring the "meta-universe" cyberspace, Pinduoduo is still bent in the dirt and chooses the path of "sparse interpersonal relations".
Wen | Songguo Finance (ID:songguocaijing1)