On January 6, Pinduoduo teamed up with more than one million quality merchants and thousands of agricultural and sideline product brands to jointly launch the "New Year's Day".
During the period, Pinduoduo's entire platform will distribute a total of 3 billion yuan of shopping red envelopes to 870 million consumers, and open the 24-hour rapid delivery channel of "good new year goods do not wait too much".
In recent years, Beijing, Shanghai, Guangzhou and other first-tier cities and vast rural areas have shifted from scattered offline purchases to centralized online purchases. The "New Year Festival" of e-commerce platforms has become more prosperous, and the coverage of New Year’s goods has also increased. Coming more and more.
New Year's goods supply is no longer just looking for "mother's taste" and "taste of hometown" for every household, but also for people who have been busy for a year to find "good taste from all over the world and even the world".
The person in charge of the Pinduo Multi-Years Festival said that this year, on the basis of the promotion of fresh fruits, nut snacks, brewed beverages, home department stores, beauty and clothing, digital home appliances, etc., the platform will meet the needs of festivals and focus on quality agricultural products. Cooperate with national brand flagship stores, explore local specialties and top-notch products around the world, and focus on resources such as "10 billion subsidies" and "10,000 groups", and strive to let consumers in first- and second-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou "fight" for the New Year. As needed, the vast number of rural consumers will upgrade their products for the New Year and strive to ensure a stable supply of "vegetable baskets" and "rice bags" during the Spring Festival.
"Different from 11.11, the New Year’s Day is not a simple'big promotion'. Purchasing the New Year’s goods is an indispensable top priority for every ordinary household. Continue to match the escalating demands of urban and rural consumers for the New Year’s The production area grasps the new year's goods sales season and explores the national market, which is our goal to stimulate and match this new wave of consumption during the Spring Festival." The person in charge said.
New Year’s Goods Consumption Upgrade: Combination of Chinese and Western New and Old
The roasted seeds and nuts are fragrant and have a strong flavor of the year.
Nipping melon seeds and peeling peanuts, accompanied by the crispness of roasted seeds and nuts, short in the family, and chattering, the taste of the New Year is no longer dull.
In the past, materials were scarce, and melon seeds and peanuts were very popular.
Nowadays, consumption has been upgraded. Imported nuts such as pistachios, macadamia nuts, and pecans, as well as top domestic products such as Dandong strawberries in Liaoning, mutton from Yongchang in Gansu, and Shouguang vegetables in Shandong, are also becoming popular with consumers online.
In the "Lingnan Water City" in Jieyang, Guangdong, snack food is one of the key industries in Puning and Jiexi, and the New Year's Day has become the busiest sales season in the local area.
“Nine out of ten of this year’s livelihoods fell in the previous month.” Lai Zuoxin, head of the local leading nut company Weiyi Yuncang e-commerce company, said that in the past, imported nuts were expensive and many people were reluctant to eat them.
“But in recent years, everyone’s pockets have grown and consumer confidence has increased. Moreover, the direct source purchase method has also made'foreign nuts' more affordable.”
Today's consumers are more and more aware of choosing high-quality pistachios.
Large-grain natural fruits with natural openings and full kernels are the most popular in the market.
Take pistachio nuts as an example. Because only a small amount of them are cultivated in Xinjiang, the raw fruits are mainly imported from the United States, Iran and other countries.
The harvest period of pistachios in the United States is from October to December each year.
After they travelled across the ocean to Jieyang, Lai Zuoxin's team immediately bake, pack, pack, and ship them.
Since November 2020, they have used Pinduoduo to directly connect the processed foreign pistachios directly to consumers, shortening the time and cost, and realizing "both delicious and inexpensive".
The same is true for cherries, which have received widespread attention during the Spring Festival almost every year.
Based on the shortest supply chain model jointly created by the Chilean Cherry Committee and Pinduoduo, currently, Chilean cherries arriving in Shanghai or other port cities by sea or air transportation do not need to go through multiple distributions or lengthy transportation. Platform merchants can depart from Hong Kong. The nearest warehouse is directly sorted and shipped.
American pistachios, Chilean cherries, New Zealand kiwis, Canada’s peony shrimp, New Zealand’s king salmon, Norway’s Arctic cod, France’s Ginadu oysters... Compared with previous years, Pinduoduo has tens of billions of subsidies this year. For the "three catties fat every holiday season" diners, we have prepared more good and cutting-edge goods directly sourced from around the world to enrich the New Year's table for the majority of consumers.
In addition to traditional grains, oils, rice, noodles, Dandong strawberries, Shouguang fruits and vegetables, Hubei lotus roots, Hengzhou corn, Fujian bamboo shoots, Gansu lamb, Zhoushan, Zhanjiang, Dalian and other places such as seafood and orange fruit brand gift boxes, etc. The landmarks and branded agricultural products of Pinduoduo are also the hot products for the new year.
In Donggang, Dandong, my country's largest strawberry production base, this year's "Hongyan" strawberries were put on a rich red dress early.
As a potential new year's explosive product on the Pinduoduo platform, this year's Dandong strawberry has ample supply and excellent quality.
To a certain extent, this is due to the introduction of the AI planting system of the first award-winning team of "Zhi Duo Berry" in the new production season by some local head farms, realizing the change from "one greenhouse with two pipes" to "one person managing seven greenhouses". "Improved human efficiency and output.
"On New Year's Day, I gave each of my three aunts and two uncles in my rural Hunan a box of 99 Strawberries, and within a few days, I found that they quietly started buying them by themselves." Mr. Liu, who had just settled in Shanghai, said. I usually choose to buy from shops with tens of billions of subsidies, and Pinxiaoquan has become the most labor-saving "purchasing base" for the whole family.
Dandong strawberries have not only become the new darling of consumers in first- and second-tier cities. With the popularization of cold chain logistics and the convenience of purchasing on platforms such as Pinduoduo, the proportion of consumers in third- and fourth-tier cities as well as rural consumers is rapidly increasing.
"In order to allow users to eat better, we have recently put on the shelves extra-large black tiger prawns. This variety will be red after being cooked and served on the table with a festive atmosphere." The head of the domestic aquatic food leader Guolian Aquatic Products Said that in addition to core products such as fresh shrimp and shrimps, Guolian Aquatic Products also increased the supply of pre-made dishes with fish, shrimp and other seafood as the main raw materials during the New Year's Day, and the stock volume was double the daily inventory.
Data from the Pinduoduo platform shows that pre-prepared dishes such as Golden Soup Pickled Cabbage Fish and Crystal Shrimp Dumplings from Guolian Aquatic Products are the annual hot-selling products of the platform.
The changes in dining habits brought about by the epidemic have accelerated the popularization of consumption of prepared dishes.
The quality control of supply chain manufacturers and the sales assistance of new e-commerce platforms have made pre-prepared dishes that "simple to cook and eat" have become popular "New Year's products" sought after by young consumers.
Helping farmers and rich peasants, young people create hope at home
For most consumers, a complete set of New Year’s goods implies ample abundance in the coming year; for many producers of agricultural and sideline products, whether the New Year’s goods can be sold well or not, to a large extent, determines whether the year is prosperous.
In Yongchang County, Jinchang City, Gansu Province, mutton sheep breeding is the local pillar industry and an industry that enriches the people.
These free-range lambs that "eat herbs and travel thousands of miles" are mellow and smell-free, and are products of National Geographical Indications.
“Our mutton can be sold from October of that year to March of the following year, but the most critical sales node is the New Year’s Day. This is half a month, and it sells well, every day is 11.11. If it doesn’t sell well, it’s killing pigs. Sheep is "sorrowful" for the New Year, it is "sorrow" not "reward"." Said Zhou Feng, the sales director of the local meat sheep processing leader Xiyuan Meat Joint Factory.
In the past, the Yongchang mutton sheep industry had long faced the embarrassment of large numbers but small scale, good quality but no brand, and unable to sell at a good price.
In recent years, the upward blockage of mutton sheep has been gradually cleared by e-commerce.
As mobile phones turned into "new farm tools" and live broadcasts became "new farm activities", local new farmers set up live broadcast rooms on the vast pastures. Outside the glass curtain wall, sheep ran across the mountains; inside the curtain wall, the anchor spoke vigorously, users Bought hot.
During the New Year’s Festival, the local new farmers in Yongchang are broadcasting live in Pinduoduo stores.
Behind the anchor is a vast pasture.
With the help of the high-speed channel of "live broadcast + purchase + direct delivery from origin", Jinchang mutton, which has a stable customer unit price of more than 10 catties and more than 300 yuan, has become the most popular mutton on the Pinduoduo platform.
During the Spring Festival, stewing a pot of lamb soup and frying a few pieces of lamb chops are popular among consumers in Jiangsu, Zhejiang and Shanghai.
“In the past, most of the herdsmen raised sheep were sold to sheep dealers, who then sold them to larger dealers. After the profit layer was diluted, the herdsmen’s income was minimal. In the past two years, they have been directly connected through e-commerce platforms such as Pinduoduo. After even production and consumption, herders no longer have to sell sheep cheaply. The more than 100 farmers who cooperate with us can basically increase their income by more than 10% every year." Zhou Feng said.
In Pinduoduo's important corn source, Hengzhou, Guangxi, the "Hometown of Sweet Corn in China", one month before the Spring Festival is also an important sales period for the local pillar industry of sweet corn.
The planting area of sweet corn in Hengzhou was initially only 50 acres, which was planted three times a year; but after the opening of online sales, the local planting area reached 250,600 acres last year, ranking first in the southwest.
In order to undertake the peak sales seasons such as New Year's Day and Spring Festival, Hengzhou people have also contracted land in neighboring Guangdong Huizhou, Xuwen and other places in recent years to plant the fourth "sweet corn".
This endless bucolic valley allows young people in Hengzhou to see hope and the future at their doorstep.
"In the past, young people squeezed their heads to work in Guangdong. They had a fierce meal and looked at their wages of four thousand and five. Now, as the hometown’s agricultural products are getting more and more money, everyone goes home one after another, doing e-commerce and planting. , Even the Hengzhou sweet corn has been'carried forward' to Guangdong." According to Peng Kai, director of the Hengzhou Agricultural Science Research Institute, local talents are gradually returning, and the "travel of returning home during the Chinese New Year" has now slowly disappeared.
In order to serve these young people who are opening up the land online, Hengzhou local has also arranged a courier company to continue to provide door-to-door service before the Spring Festival. Even if the shop has only a few orders, the courier will pick up the packages on time.
New farmers who have returned to their hometowns to start businesses are also driving the upgrading of the local sweet corn industry.
Previously, when the offline wholesale price of ordinary seasonal sweet waxy corn was 4 yuan per kilogram, Hengzhou’s "Bai Tian 289" and "China Red" two boutique fruit corns were sold online for 8-10 yuan. Selling price.
“Strong farmers must take the road of brand.” Peng Kai believes that Hengzhou’s sweet corn must not only be made online, but also must seize opportunities such as the New Year’s Festival and the Agricultural Goods Festival to promote the industry’s shift from “selling in tons and selling by weight”. The “extensive” model has been transformed into a boutique model of “selling individually, then selling after intensive processing” to enhance the added value of products and create a brand of agricultural products that can be truly remembered.