It has been less than ten days since the Chinese New Year's Eve, and the atmosphere of the Spring Festival has become stronger and stronger. When many people embark on the road back to their hometowns, countless hometown goods are also being packed into packages and running in another "Spring Festival of New Year Goods".
Pinduoduo data shows that since the launch of the New Year Goods Festival on January 6, the sales volume of the platform's "10 billion subsidies" related marking products has increased by more than 138% compared with the same period last year. As consumers have higher and higher requirements for the quality of the festival, the unit price of the transaction of new year goods consumption has increased significantly. At the same time, the proportion of off-site orders on the platform has also risen sharply, and among the orders sent to third- and fourth-tier cities and townships, the proportion of high-priced goods has further increased compared with the same period last year, many of which are Annual Gifts, which are significantly similar to first- and second-tier consumption.
In response to the Ministry of Commerce's call to hold the "2022 National Online New Year Goods Festival", Pinduoduo recently joined hands with more than one million quality merchants and thousands of agricultural and sideline product brands to jointly launch the "New Year Goods Festival". During the period, in order to make the affordability simple and accessible, the platform vigorously tilted the "tens of billions of subsidies" resources, the maximum subsidy reached 60%, and opened a 24-hour rapid delivery channel of "good New Year goods do not need to wait", and strive to "people arrive at home, goods also arrive home".
On January 21, taking over the "New Year Goods Festival", Pinduoduo launched the "Spring Festival Without Closing" activity, uniting the heads and high-quality merchants of various commodity categories, as well as express delivery companies such as Zhongtong, Yunda and Jitu, to provide consumers with 7 * 24 hours of uninterrupted goods and logistics services. The activity will continue until after the Spring Festival, concentrating advantageous merchants and subsidy resources to ensure the stable supply of new year goods under the background of the epidemic.
Soothe family affection: The new year goods are upgraded, and the cost does not rise
"Online New Year gifts, online new year's taste" has become today's New Year customs. In this new Spring Festival of "people do not move, new year goods move", the good goods of the north and south of the world "go to the city and go to the countryside" to soothe family affection. Although the consumption level of urban and rural residents is different, they have the same expectations for high-quality New Year goods.
The list released by Pinduoduo shows that the three data dimensions of comprehensive ordering, searching and sharing, Xu Fuji snack gift box, Moutai series wine, Chilean cherry, Apple family products and SK-II skin care products have become the five most explosive products since the platform opened the New Year Festival without suspense, which is not much different from last year. The difference is that the brand new year goods and quality agricultural products represented by these five major products have not only achieved a significant increase in year-on-year sales, but also entered more small towns and rural families.
In fact, Apple family products, Moutai series wine, and SK-II skin care products are products that Pinduoduo has continued to focus on subsidies since the launch of tens of billions of subsidies in June 2019. Adhering to the principle of "what consumers need, Pinduoduo will subsidize", these high-end goods are also the objects of preferential resources that the platform has focused on in favor of preferential resources to promote "urban and rural New Year goods sharing".
Not only that, under the blessing of "tens of billions of subsidies", all kinds of imported New Year goods are very popular this year. Chile's cherries, American pistachios, New Zealand's kiwifruit, Canada's peony shrimp, New Zealand's monarch salmon, Norway's Arctic cod and other overseas sharp goods have also landed on the platform at more affordable direct prices, reducing the impact of differences in consumption levels on consumers' purchase of New Year goods.
Although improved consumption rose sharply during the Spring Festival, the more prominent demand came from the consumption of delicious and affordable agricultural (by-product) products. As the country's largest uplink platform for agricultural products, ensuring the rich variety of "vegetable baskets", "rice bags" and "fruit pots" and fair prices is one of the key tasks during the Spring Festival of Pinduoduo. Platform data shows that recently, the seasonal listing of Guangxi wo citrus, Dandong strawberries, apple gift boxes meaning "peace", green and healthy Shouguang fine vegetables, fat and unhurried Yongchang mutton and other landmark and characteristic agricultural products, consumer demand continues to rise, this trend will continue to last until around the Chinese New Year's Eve.
Taking the red strawberries abundant in Dandong, Liaoning, the "Northeast Suzhou and Hangzhou" as an example, the delicate "Northern Beauty" often could not go out of the local market in Liaoning in the past, and the "best taste period" was always wasted in multiple distributions and lengthy transportation. Even if it is sometimes successfully sold everywhere, the price is still rising, and the sales crowd is limited to the first- and second-tier cities. After the channel of "shopping + direct hair from the place of origin" is opened, the red strawberries with net sleeve shock absorption and vacuum lock fresh are only 8 hours from picking to shipping. Benefiting from this, during the New Year Festival, the number of red strawberry spellings from the third tier market and below increased by more than 120% year-on-year.
A variety of high-quality meats have also become a highlight during the Festival. Pinduoduo data shows that during the New Year period, the growth momentum of beef and mutton is strong, and the amount of spelling orders has increased by more than 70% compared with the same period last year, of which imported steak and Gansu mutton are the growth engines. The consumption growth of "hard dish" seafood also outperformed the market increase, and the cold fresh shrimp represented by Zhanjiang domestic white shrimp was the most popular among platform users, followed by fish products that symbolized more than one year, with yellow croaker, striped fish and pomfret as the main representatives.
▲ The sun sets in the west, In Hongshan Kiln Town, Yongchang County, Gansu, the sheep go home. These highland free-range beach lambs are the "hardcore New Year dishes" that are selling hot this year. The little dragon | photographed
"From the big fish and meat of the past to today's supplementary high-quality protein, the demand of domestic consumers for 'eating better' is still increasing. How to tap more high-quality products from domestic and foreign sources, how to balance quality and price, and upgrade the consumption and income level of new year goods are the issues we are most concerned about. The relevant person in charge of the pinduoduo goods festival for many years said.
Pursue domestic products: "New National Tide" guarantees the supply of the Spring Festival in the Year of the Tiger
In addition to agricultural goods, during the New Year Goods Festival, Pinduoduo also opened the first quarter of the consumption season of "Duoduo New National Tide". The platform announced that it will invest at least 1 billion level traffic resources to provide special support for the new national tide brand. The concession will last until the end of February, covering the entire Spring Festival holiday.
Judging from the sales situation of the New Year Festival, the "cooking assistant" Midea air fryer, Galanz smart microwave oven, "laundry artifact" Libai laundry condensation beads, "light of domestic goods" Yuze repair mask, Hongxing Erke casual board shoes, "versatile New Year gift" Junlebao pure milk and other domestic New Year goods have entered the best-selling list.
"With the maturity of the mainland manufacturing and supply chain, the independent research and development and industrial design capabilities of domestic brands have made great progress, and we hope to promote domestic brands to seize the opportunity of continuous penetration of the platform to first- and second-tier cities and the upgrading of new year goods to help local brands rise." The relevant person in charge of "Duoduo New National Tide" said.
▲Pinduoduo and Midea Group recently reached a strategic cooperation with an annual scale of more than 10 billion yuan, and the two sides will carry out full-link cooperation to help the rise of new domestic products. Li Yunfeng | photo
The first quarter of the "Duoduo New National Tide" consumption season is one of the components of the overall activities of Pinduoduo Spring Festival. During the Spring Festival, the platform will intuitively distinguish between closed goods and non-closing goods through marking, and give priority to the core resources of the platform such as "10 billion subsidies" and "limited time spikes" to non-closing goods, so that users can quickly find goods that can be shipped normally during the Spring Festival
Zhongtong, Yunda and Jitu, as express special partners during the Spring Festival of Pinduoduo, will provide consumers with 7 * 24 hours of uninterrupted goods and logistics services. During the period, if the parcels carried by these three express deliveries appear to have a "false trajectory" and a "post-collection limitation period" that triggers the payment of consumers, the relevant expenses will be borne by the courier company. This measure is expected to "reduce the burden" for platform merchants and enhance the consumer experience during the Spring Festival holiday.
"Since last year, on the one hand, the platform has supported young people who love agriculture, understand the Internet, and are good at business to devote themselves to agricultural product e-commerce and enrich the supply chain system, on the other hand, it has actively promoted the transformation of more traditional large-scale supply chain enterprises to online." These accumulations will help us always stand in the position of consumers during the Spring Festival, improve the utilization efficiency of various resources, and ensure the orderly supply of new year goods and materials. The relevant person in charge of the pinduoduo goods festival for many years said.