On November 24, after Apple’s "Double 11", Pinduoduo opened the "Double 12 Citrus Orange Carnival Season" for half a month, paying tribute to labor and thanking the land.

In the meantime, the platform will join forces with the seven major citrus orange producing areas in Guangxi, Hunan, Hubei, Guangdong, Sichuan, Jiangxi, and Yunnan, and through tens of billions of subsidies, time-limited spikes, and 10,000 groups, and other supporting resources, the platform will promote precise production and marketing docking, and promote Wumingwo A large number of good agricultural products with National Geographical Indications, such as tangerines, Danleng oranges, Gannan navel oranges, and Lipu sugar oranges, have been sold and exported.

Recognize Citrus in Pinduoduo

　　At the industrial level, citrus has been cultivated in my country for more than 4,000 years. According to the "Report on the Development of China's Major Fruit Geographical Indication Products", as of April 2020, my country has 294 citrus-based geographical indication products, of which Sichuan has the most, with a total of 48. .

As of January of the same year, there were only 809 GI brands in the fruit category, which shows the "dominance" of citrus.

　　These citrus fruits with geographical indications are products with stories and industries with nostalgia.

Take Danling County, Meishan City, Sichuan Province as an example. Because of the sale of Ehime Orange, Shiranui, Baba Orange and other varieties, this small town in the southwestern corner of Sichuan has become the "Orange City" among consumers in recent years.

And behind this is the planning of the local government for more than 20 years.

　　In the 1990s, Dan Leng mainly planted navel oranges, but the fruits grown were difficult to peel, thick, and not slag-free. The maturity time was similar to that of other citrus varieties on the market, and their competitiveness was weak.

After 2000, Danling County made major adjustments to the agricultural industry structure, put forward the development idea of ​​"not rushing to the two lakes", vigorously introduced new varieties, and led the local industry to find a new direction for development.

　　As the vanguard of the citrus family, Ehime Orange first appeared on the market as early as mid-October this year along with early-maturing citrus from all over the world.

"Its shelf life can last until February next year, and the later, the higher the sugar content. At present, the fruit tastes the best in the past three years, just like a jelly bun with a'thin skin and big stuffing'." Danling County Fang Xiaoxiang, a new farmer born in the 90s, said.

　　After Ehime oranges, Gannan navel oranges were mined in early November, nearly ten days earlier than in previous years.

Lai Yansheng, the "second generation of fruit" in Anyuan County, Ganzhou City, now has an annual sales of tens of millions on Pinduoduo.

In his processing warehouse, fresh Gannan navel oranges undergo automated cleaning, drying, preliminary screening, and sorting processes on the assembly line, and then "bounce" into the corresponding fruit basket according to their size.

Regardless of the 99 mm diameter fruit king or the 69 mm small fruit, they are all sold online, and consumers take what they need.

　　In addition to danleng oranges and southern Jiangxi navel oranges, this edible orange season includes Wumingwo oranges from "Wuming for every five Chinese wo oranges" and Lipu sugar oranges from "Chinese sugar oranges to see Lipu". To the "Hometown of Chu Orange" Xinping Rock Sugar Orange, "Longevity Land" Mayang Rock Sugar Orange, more inspirational or heart-warming seasonal oranges will continue to land in Pinduoduo.

The vast number of diners can see the mountains and the water in the sweet taste, remembering a magnificent history of the development of farming China.

In the past, farmers sold citrus in baskets, and sold at a load. Nowadays, with the help of the model of "buying together + direct delivery from the origin", they are sold in trucks and trucks to all parts of the country.

　　"Landmark agricultural products represent quality concepts such as green, safety, and origin. This is in line with Pinduoduo's concept of allowing consumers to eat better." The person in charge of the fruit category of Pinduoduo said that the platform will adhere to the advantages of tens of billions of subsidies and other advantages. In the e-commerce peak season, the principle of zero commission for agricultural products is still used, and landmark fruits are used as the starting point to further optimize the "production and consumption docking" mechanism of "rural orchards directly connected to the family fruit basket", in order to provide platform users with a better consumer experience At the same time, help the brand development of outstanding landmark products.

Strictly selected supply chain: Able to carry sales and control quality

　　One hand grasps "products", while Pinduoduo grasps "people" with the other.

　　Since the beginning of this year, in addition to continuously improving the talent introduction and training mechanism, and vigorously supporting young people who love agriculture, understand the Internet, and are good at business to join the e-commerce of agricultural products, Pinduoduo has also actively promoted the transformation of more traditional supply chain companies to online.

　　For example, although the Pinduoduo store led by Cui Yi is a new face among many "already 100,000+" stores, he is a "fruit old man" who has been in the business for more than 20 years. His company is located in the main domestic fruit producing areas. With eight warehouses, it organizes the supply of citrus and bodhi fruits for offline supermarkets such as Wal-Mart and other new retail platforms throughout the year. Last year, it achieved sales of more than 1 billion yuan.

　　"Being behind the scenes before, we felt that we have more potential to be tapped. But after deciding to go to the front of the stage and face the consumers, the reason why we chose Pinduoduo is because the mode of purchase can quickly gather a large amount of consumer demand and achieve large-scale consumption. The matching of this is conducive to enterprises like us to give full play to their advantages." Cui Yi said.

　　Strictly control the supply chain and focus on "people" and "quality". Pinduoduo's citrus has "personality"-quality is more trustworthy by users, which in turn promotes sales.

　　Data shows that from January to October this year, Pinduoduo’s citrus orange sales increased by more than 35% year-on-year, surpassing apples and becoming the largest fruit category.

From the perspective of production and sales regions, Guangxi, Sichuan and Jiangxi are the top three producing areas; Liaoning, Zhejiang, Guangdong, and Beijing have the most prosperous consumption.

On November 24, Pinduoduo launched a two-day "Citrus Orange Category Day" event, with sales exceeding 4.5 million catties on the first day.