The wind and rain send spring back, and the snow welcomes spring. The Chinese New Year is approaching, and everyone is looking forward to the arrival of the Year of the Dragon.
The financial reporter learned that following the "New Year's Festival", on January 29, Pinduoduo officially launched the "Spring Festival does not close" activity. So what kind of discounts can this activity bring to consumers? Which items can be sold well? How to ensure that the materials purchased by consumers can be delivered in a timely manner? The financial reporter of the outlet launched an investigation.
The event covers the entire Spring Festival holiday
During the event, Pinduoduo fully covered consumers' Spring Festival needs, and continued to distribute New Year benefits through tens of billions of subsidies, multi-person groups, cross-store full reductions, etc., to ensure that 900 million consumers can enjoy "vegetable baskets", "rice bags" and "Chinese New Year's Eve dinner" in the Spring Festival at an affordable price, conveniently and smoothly to celebrate the festive season.
The "Spring Festival does not close" campaign will last until February 20, fully covering the Spring Festival holiday. Users can go directly to the main venue of the event by opening the Pinduoduo App and going through the event entrance at the bottom of the homepage, or searching for "Spring Festival does not close". In the eye-catching position of the venue, you can see the benefits prepared by Pinduoduo for consumers, in addition to the preferential subsidies such as 30 for every 200 across stores, grabbing coupons on the hour, and 288 yuan coupon packages, there are also ways to play such as smashing golden eggs and three single challenges, and enjoy double the happiness brought by good luck in the single room.
The event page has a special session of tens of billions of subsidies, focusing on seasonal fruits such as Chilean cherries, Dandong strawberries and Gannan navel oranges, beef and mutton such as Northwest lamb and imported steak, refined meat products such as Harbin red sausage, Jinhua ham and Cantonese sausage, as well as high-end imported seafood gift boxes and nuts and other high-quality New Year goods, so that consumers can prepare a more hearty Chinese New Year's Eve dinner at a more affordable price. In addition, the "Spring Festival does not close" campaign has joined forces with a number of domestic brands to send excess benefits to consumers, focusing on preferential subsidies for hot-selling products such as food, beauty, daily necessities, and home appliances.
Give 900 million consumers a "reassurance"
Meteorological shows that the mainland will encounter the most complicated spring weather since 2008, and the central and eastern parts of the mainland will encounter the largest range and longest rain and snow weather since this winter from January 31, of which February 2-4 is the strongest snowfall period. Complicated weather makes people worry about road and logistics conditions.
But Pinduoduo has given all consumers a "reassurance". In order to ensure that the Spring Festival goods can be delivered to consumers as soon as possible, Pinduoduo's "Spring Festival does not close" event specially invited Zhongtong Express and J&T Express, as the platform's express special partners, to deliver the New Year's goods to consumers' doorsteps smoothly and smoothly, and experience the joy of receiving New Year's goods in the windy and snowy weather and the Spring Festival. As the exclusive comprehensive strategic partner of Pinduoduo, China Post will also receive mail normally during the Spring Festival, and will further deepen the cooperation with Pinduoduo in the field of rural delivery during the Spring Festival, so as to provide further convenience for consumers in rural areas to pick, return and exchange goods. For merchants participating in platform activities, Pinduoduo provides logistics support and guarantee to ensure that high-quality and good products from major production areas can directly reach the Chinese New Year's Eve dinner table.
As an animal in ancient Chinese mythology, the dragon is regarded as a symbol of auspiciousness and authority, and the dragon is also a symbol of mascot in traditional Chinese culture, especially during festive festivals such as the Spring Festival, where people pray for good luck and happiness through dragon dances, dragon lanterns and other performances.
Since the launch of the Pinduo Multi-Year Goods Festival in early January, the number of orders for some "dragon elements" peripheral commodities has increased by more than 10 times over the same period. Among them, household daily necessities account for more than one-third of the total, and consumers on the Pinduoduo platform use ornaments, ornaments and small dolls of the Year of the Dragon to add New Year's flavor to their homes. Year of the Dragon Blessing Couplet, Year of the Dragon Desk Calendar, Year of the Dragon Baby Plush Toys, Year of the Dragon Red Underwear Tights, and Year of the Dragon Chinese Knot Hanging Ornaments have become the top five best-selling New Year's peripheral products during the Pinduo New Year Festival.
"The Spring Festival is approaching, and the flavor of the New Year is getting stronger and stronger. Since the launch of the festival, we have seen consumers from all over the world buying good things from their hometowns, choosing festive gifts, and sending the best blessings for themselves and their families. The person in charge of Pinduoduo said, "In the next non-closing activities, we will continue to work with millions of merchants to give back to consumers with high-quality products, so that the festive atmosphere will not close." ”
Ingenuity and taste, landmark specialties are hot to sell
In addition to dragon element products, high-quality seafood gift boxes, intangible cultural heritage specialties from all over the world, and landmark fresh meat are also growing in Pinduoduo to varying degrees, and on Pinduoduo, the sales of king crab during this year's New Year Festival have increased by 246% year-on-year.
In Jiangsu and Zhejiang, since the eighties and nineties of the twentieth century, it was popular to send Jinhua ham during the New Year, which was a high-end New Year's goods at that time, and was also sent to Shanghai. In the recently hit TV series "Flowers", "Little Ningbo" and "Mr. Wei" also carried Jinhua ham as gifts. This year's Pinduo New Year Festival, the sales of Jinhua ham are also booming. According to the data of Zhejiang Jinhua Ham Co., Ltd., the sales volume during the New Year Festival doubled compared with the same period last year, and the category of 3 catties of boxed ham slices sold better.
During this year's New Year's Festival, Pearl River Bridge has 5 products with a total of 8 specifications on sale in Pinduoduo, an increase of 2 products with 5 specifications compared with last year, and it has also been redesigned on the outer packaging, adding a lot of national tide elements. During the festival, Pearl River Bridge's sales of sausages on Pinduoduo increased by 65% year-on-year, and consumers increasingly preferred high-quality foods with less additives.
During the Chinese New Year, every household in Guangdong is accustomed to drying sausages in the courtyard. Photo by Liu Zhou
Gao Yan, head of Pinduoduoha's meat food flagship store, said that sales during this year's New Year Festival exceeded expectations, with a year-on-year increase of 400%. Among them, gift boxes and red sausages are selling well, and they are the first place in the best-selling list of Harbin red sausages on the Pinduoduo platform, mainly because of the high brand awareness of Harbin Meat Union and the hot spots of Harbin tourism this year. "There are many people from the Northeast who choose to buy the Harbin Meat Union gift box online as a gift, and feel that it is more face-to-face to give a gift to Harbin red sausage this year."
The person in charge of the platform said that this year, Pinduoduo has united thousands of landmark production areas in various provinces and cities across the country, and selected millions of quality merchants to escort "Duoduo Good New Year's goods" from the source of supply, "China's contemporary craftsmen combine craftsmanship with modern technology and abundant mass production." Pinduoduo continues to explore ingenuity, so that the products of excellence can be efficiently matched to those in need, and at the same time help craftsmen create wealth and increase income, and return ingenuity. ”
Many of Pinduoduo's merchants are young people who have returned to their hometowns to start their own businesses, and the festival has not only boosted their sales, but also strengthened their confidence in staying in their hometowns. Huanxian mutton is one of the representatives. As a well-known local mutton merchant, Zhongshenghuan has attracted a large number of young people who have returned to their hometowns, with an average daily revenue of about 50,000 yuan during the Pinduo Festival. As the Chinese New Year approached, the number of product views doubled compared to usual, and the sales volume of goods increased by 30% compared to usual.
In addition to meat, which is essential for the Chinese New Year, sales of high-quality dairy products are also among the highest. During the "New Year's Festival", Yili combined with the traditional custom of "welcoming the God of Wealth" in the New Year, and joined hands with the Wulu God of Wealth IP to jointly launch the limited pure milk for the Year of the Dragon, and chose Pinduoduo as the starting position. With the support of resources such as "10 billion subsidies" and the blessing of activities such as "Live Brand Day" and "Big Brand Day", Yili Pure Milk New Year Limited Edition ushered in a good start, and the sales volume has exceeded 2 million boxes in just a few days after the first release, ranking first in the best-selling list and hot search list of milk beverages.
Last year, cherries were regarded as the new favorite of the Chinese New Year by the public, and they are still favored during this year's New Year's Festival, with overall sales increasing by about 30% year-on-year, and the average daily sales of hot-selling stores exceeding 5,000 orders.
Pinduoduo cherry merchants have sufficient stock to ensure the needs of consumers for New Year's goods. Photo by Liu Zhou
It is reported that the varieties with a large year-on-year increase in this year's New Year's Festival also include green dates, bala, blueberries, jackfruit, passion fruit and other fruits. During the New Year's Festival, Liu Bin, a merchant of navel oranges in southern Gansu, has been busy delivering goods. This month, he has to send more than 6,000 Gannan navel oranges from Pinduoduo every day, "We also have to participate in the next non-closing activities," Liu Bin said, "Although I am very tired, my family is also by my side to work together, and I still feel that life is very happy." ”