The momentum of comprehensive reading is booming, and the "spelling book" boom is rising again. On April 21, the new e-commerce platform Pinduoduo released the "2021 Duoduo Reading Report" (hereinafter referred to as the "Report"), showing that the potential of book consumption after 95 and 00 has risen, the number of college students has soared, and the volume of book orders and book transactions in remote rural areas has grown considerably.
Behind the release of the report is Pinduoduo's strategic layout of adhering to the universal knowledge and narrowing the "reading gap" between urban and rural areas. Pinduoduo said that it will continue to work on bringing affordable books to more readers and book lovers.
Gen Z readers' spending potential is on the rise
Based on the consumption situation during the "Duoduo Reading Month" activity in the first and second quarters of 2021, the "2021 Duoduo Reading Report" conducts research on the book purchase habits and reading preferences of the book consumer groups on the Pinduoduo platform through data analysis and network research, showing the new trend of online book consumption.
The report shows that more and more young people from first- and second-tier cities regard "spelling books" as a living habit, and the trend of book consumption users is obvious. In 2021, compared with the first season of "Duoduo Reading Month", in the second season of "Duoduo Reading Month", the order volume of post-95 readers increased by 62.5% year-on-year, and the order volume of post-00s increased by 58% year-on-year, and young white-collar workers and college students from all over the country are becoming loyal "fans" of "Duoduo Reading Month".
During the first and second seasons of "More Reading Month", the books were loved by many young white-collar workers and college students. Photo courtesy of the event organizers
Social science and management books and historical biographies have reached a new high in the growth rate of spelling on university campuses, and series of books such as Oracle and Khan Qingtang and the list of creators of the public voice have been warmly welcomed by college students. The report shows that during the two quarters of the "More Reading Month" activities, the number of college students fighting orders increased by 387% year-on-year. During the second season of "Duoduo Reading Month", the first batch of young writers liu Zichao's new book "Arrival Before Midnight" sold more than 4,000 copies, ranking among the most popular books among college students.
With the Internet industry and the short video industry becoming a popular career choice for fresh graduates, more learning teaching and auxiliary books have become the favorite of young people, and computer programming guides, film editing teaching, and financial management books are the "new favorites" of the post-00s. Consumers who have entered the workplace have different characteristics in the direction of book purchase, more than 70% of the groups engaged in the Internet, finance, and real estate industries are relatively concentrated in the types of books purchased by self-improvement books such as inspiration and management; more than half of the advertising industry and art practitioners prefer books such as youth literature and speculative fiction.
Knowledge inclusion narrows the "reading gap" between urban and rural areas
"Duoduo Reading Month" is a large-scale knowledge inclusion action initiated by Pinduoduo, which was held for three consecutive times in April 2021, August 2021 and April 2022, officially subsidizing authoritative publishing houses and book publishing companies in the form of reading funds, and continuing to promote the development of the affordable genuine book market and inclusive reading for all.
Up to now, the number of books in the official flagship store of the Commercial Press has reached nearly 90,000 pieces, and the number of spelling orders in the official flagship store of Shanghai Century Publishing has exceeded 100,000 pieces. According to the person in charge of the Commercial Press, "Through direct communication with upstream knowledge producers, the 'Duoduo Reading Month' broke the information barriers between the publishing house and consumers, and brought preferential books to consumers." The continuous holding and investment of reading month activities reflects the platform's emphasis and sincerity on the dissemination and promotion of high-quality knowledge, and plays a positive role in the development of the incremental market of the book industry. ”
During the "More Reading Month", consumer engagement has continued to increase. The report shows that Guangdong, Shandong and Henan rank among the top three regions with the largest number of "spelling" orders; from the perspective of the year-on-year growth rate of "spelling" orders, Liaoning, Shanghai and Beijing rank in the top three, and Tibet and Guangxi rank among the top ten.
During the two seasons of "More Reading Month" activities, book orders and book transactions from remote areas have grown rapidly. Photo courtesy of the event organizers
All along, Pinduoduo has adhered to the strategic layout of knowledge inclusion to narrow the "reading gap" between urban and rural areas. During the two-season "More Reading Month" activity, the book order volume and book transaction volume from rural areas increased by more than 154% year-on-year, the book order volume and book transaction volume from rural primary and secondary schools increased by more than 110% year-on-year, and the book order volume and book transaction volume from 160 national rural revitalization key counties increased by more than 123%.
Starting from the first season of "Duoduo Reading Month" in April 2021, Pinduoduo kicked off the prelude to the "Reading for You" public welfare donation action, and has donated more than 100,000 books to primary and secondary schools and special schools in mountainous areas such as Daliangshan, Hubei and Xinjiang in Sichuan. During the third season of "More Reading Month", the "Reading for You" public welfare action will continue to enter primary and secondary schools in remote areas such as Shaanxi, Guizhou and Sichuan.
"From the back of the 2021 Duoduo Reading Report, I feel the reading enthusiasm from platform consumers." The relevant person in charge of Pinduoduo said that he will continue to work to bring affordable books to more readers and book lovers.
Text/Zhang Jie
Edited by Lin Wang
Proofreading Fu Chunyi