Since 2014, "Reading for All" has been written into the government work report for 9 consecutive times. On the new e-commerce platform Pinduoduo, which has 870 million annual active users, "affordable books, reading by all" is also becoming a new trend of mass consumption.
On April 20, Pinduoduo announced the launch of the third season of "Duoduo Reading Month", and searching for "Duoduo Reading Month" on the Pinduoduo APP can directly reach the activity page. It is reported that the one-month "Duoduo Reading Month" will adopt the online and offline three-dimensional linkage method, Pinduoduo will invest tens of billions of subsidies in the reading fund, focus banner and other key resources, launch the "Duoduo Reading Month" special activity page of 5 million genuine classic books, release the "2021 Duoduo Reading Report" and "Duoduo Reading Month Rankings", and continue to promote the "Reading for You" public welfare donation action, "Voice Creators" salon and other projects.
From April 20, search for "Duoduo Reading Month" in the Pinduoduo APP and Mini Program to enter the online zone
United hundreds of publishing houses, subsidized more than 5 million genuine classic books
Reading does not feel that the spring is deep, an inch of time and an inch of gold. In this special spring, reading a few good books at home may be the best solution to relieve emotions and not waste time.
According to the person in charge of the "Duoduo Reading Month", this season's reading month is based on the first and second seasons of reading month product iteration, with a reading fund of 100 million yuan to increase the official subsidy, expand the scope of bibliographic subsidies, online digital reading library, release the "10 billion subsidy" channel resources, jointly with hundreds of domestic authoritative publishing houses, book publishing companies, set up a "Duoduo Reading Month" online zone, subsidizing more than 5 million genuine classic hot books.
In the "Duoduo Reading Month" special event launched on the main website of Pinduoduo, users can see hundreds of domestic mainstream publishing houses such as the People's Literature Publishing House, the Commercial Press, the CITIC Publishing House, the Social Science Literature Publishing House, and the Shanghai Century Publishing Group; the online zone of social science classics, historical biographies, literary novels, and artistic philosophies set up by the book publishing company; the Nobel Literature Prize, Mao Dun Literature Award, the Wenjin Book Award, the Pulitzer Prize in the United States, the Royal Society Science Book Award, and other good books; "Variable 4: The Tengnuo of a Big Country". The bibliography of the "All Voice Creators Book List" such as "Life Sea Sea", "Arrival Before Midnight" and "Abandoned Chang'an"; and nearly 100 classic books with low price and high quality in the "Super Subsidy Zone".
In the third season of reading month, the "All Voice Creators Book List" special area returned to the scene, including literary classics and new works such as "Variable 4: The Movement of Great Powers", "Life In the Sea", "Arriving Before Midnight", "Abandoning Chang'an" and so on. The picture shows some of the selected good books in the "All Voice Creators Book List"
In the recommended book list of the third season of "Duoduo Reading Month", "Thorne Series: Crime and Silence", "The Charm of the Body: The Politics of Body in Chinese History", "Epidemiological Investigation Bureau", "The Transformation of Late Qing Opera", "Outline of National History", "Imaginary Art Museum", "From Poverty to Prosperity : A-C Theory Explaining China's Growth Miracle and Its International Applicability" were all listed.
"During the first two seasons of the Duoduo Reading Month event, Houlang store sales increased by at least 2 times, of which the Khan Qingtang series, art, mass life, books with higher Douban scores and coloring books were the most popular among readers." The relevant person in charge of Houlang Publishing Company said that the "More Reading Month" activity can not only allow consumers to buy more affordable and high-quality books, but also help publishing houses and publishing companies to embrace the online economy and develop more quickly and better.
It is understood that compared with the previous two seasons, the third season of the reading month also added a "digital reading hall", the introduction of Pinduoduo tens of billions of subsidy channels of digital products, such as iPads, tablet computers, Kindles, electric paper books, early education machines, translation pens (dictionary pens), point readers, electronic flashcards, etc.
"This is the first time that reading is the first attempt at digital reading universal, and we hope to strive for excellence in products to bring consumers a better and richer experience." The person in charge of "More Reading Month" said.
Bring knowledge to the end
In recent years, the rise of online red bookstores around the world has become a new landmark of urban culture, which has also made more and more people realize the importance of reading to enhance their comprehensive strength, and aroused the public's attention to the era of reading for all.
As a new economic platform, knowledge inclusion has become a long-term strategy of Pinduoduo. In order to further strengthen the protection of intellectual property rights, promote the sustainable development of the affordable genuine book market, and promote more high-quality content to directly connect with consumers, in April, August and April 2022, Pinduoduo set up a 100-person special working group to launch the platform's largest knowledge inclusion action so far, "Duoduo Reading Month".
According to the official introduction, in the second season of the "Duoduo Reading Month" activity, Pinduoduo united more than 60 publishing houses such as the People's Literature Publishing House, the Commercial Press, Shanghai Century Publishing Group, Writers Publishing House, and CITIC Publishing House, attracting more than 10 million consumers, of which more than one-third of consumers purchased more than 5 books. In the third season of the reading month, there were hundreds of publishing houses and book publishing companies participating in the activities.
In the third season of the "More Reading Month" activity, a joint special area for publishing houses was set up, and hundreds of domestic mainstream publishing houses such as the People's Literature Publishing House, the Commercial Press, and the CITIC Publishing House were connected to the official flagship stores of book publishing companies with one click.
During the first and second seasons of the reading month, on the consumer side, such as Weibo, Xiaohongshu, Circle of Friends, Baidu Tieba and other platforms, there are constantly consumers posting orders, and on Douban, a thousand-storey "high-rise building" of "spelling" books has also been formed. "Fifteen Years of Wanli", "Social Contract Theory", "Six Notes of Floating Life", "Sir", "Selfish Gene" are the explosive books of the first two seasons of the reading month, and the project team even contacted the publishing house to urgently reprint, initially trying to book the C2M model.
The relevant person in charge of the Commercial Press said that its series of books on Chinese translation, such as "History of Western Philosophy", "Chrysanthemum and Knife", "Outline of National History", "Ancient Chinese Costume Research" and other books, have been loved and recognized by readers in the "Month of Reading More". Reading Month, as a marketing campaign specially set up by Pinduoduo for the book category, is a very good attempt. Through continuous holding and investing in this activity, the platform promotes direct communication between upstream knowledge producers and consumers, breaks down the information barriers between publishing houses and consumers, and brings preferential good books to readers.
For Zhejiang People's Publishing House, the Cape of Good Hope book series, such as "Israel" and "Game Without Rules", and the social documentary works "Full of Poor People" and "The Best Farewell" are its best-selling books in the "Reading Month". The relevant person in charge of the company said that the holding of the "More Reading Month" helps the knowledge of books to be inclusive, through official subsidies to allow more consumers to buy affordable and genuine books, promote valuable cultural food and food to connect the market, and practice reading for all.
The person in charge of "Duoduo Reading Month" said that continuing to directly supplement high-quality and classic books, promoting more affordable genuine books, and passing more knowledge to a wider range of consumers is also the original intention of the platform to effectively implement the strategy of knowledge inclusion and further promote "affordable good books, reading by the whole people".
The "Read for You" public welfare action continues to enter remote mountainous areas
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 joined hands with local governments, mainstream media, well-known writers, etc., to go to primary and secondary schools and special schools in mountainous areas in Sichuan, Hubei, Xinjiang, Qinghai, Guizhou, Shaanxi, Anhui, Yunnan, Gansu, Jiangxi and other places to donate books for children, read with them, and donated more than 100,000 books.
In 2021, the "Reading for You" public welfare action continued to enter remote mountainous areas, and has donated more than 100,000 books. The picture is derived from the "Reading for You" public welfare donation campaign
"Reading for You" is in action with Chinese writers.
In May 2021, famous writers and winners of the Lu Xun Literature Prize, Lei Pingyang and "Reading for You", came to a primary school in Eryuan County, Dali Prefecture, Yunnan Province, to give the children a reading lesson. School conditions are very difficult. The principal said that students have lived in the school since the first grade and carried rice and firewood from home; most of the parents of the students are illiterate, and the family education and cultural environment is missing.
Lei Pingyang told the children about his experience: "Since then, reading has become an indispensable part of my life, and reading has also taken me out of the small mountain village to see the bigger world. He encouraged the children, "Go to the sky, go to the infinite distance."
There are also many writers who participated in the reading class of Pinduoduo's "Reading for You" public welfare donation action, such as Li Xiuwen, chairman of Hubei Writers Association, Dai Bing, vice chairman of Guizhou Writers Association, Liu Fangfang, children's writer, Yu Hong, children's literature writer, and Duan Zi, young science fiction writers.
At the end of 2021, Pinduoduo's "All Voice Creators Plan" dedicated to helping creators announced iteration, in the future, in addition to continuing to pay attention to the humanistic themes of the times and creations, it will focus more on the construction of social welfare responsibilities, and invite writers who join the program to participate in the "Reading for You" public welfare donation action to bring reading and knowledge to children in remote mountainous areas.
In the early winter, Shanghai writers walked to Shuanghe Primary School in Xintang Township, Enshi, Hubei Province, and brought a reading class with "Reading for You", and were infected by the students' learning spirit.
In December last year, Zhang Mingyang, a writer and historian from the "All Voices Creators Program", walked into Qiandongnan, Guizhou Province, and Zhang Mingyang left a message for the students of Jianhe County No. 2 Middle School: "Reading is one of the few things in our lives that can be completely controlled by ourselves, and it will also be a key factor that truly determines who you are in the future." What kind of life you want to start, the decision is in the books you are about to open. ”
The person in charge of "Duoduo Reading Month" said that the "Reading for You" public welfare donation action will continue, and during the third season of "Duoduo Reading Month", "Reading for You" will continue to work with well-known writers to walk into remote mountainous areas such as Shaanxi, Guizhou and Sichuan, and strive to move forward on the road of promoting "knowledge inclusion" in urban and rural areas.