距离除夕已不足十天，春节的气息愈发浓厚。拼多多数据显示，1月6日启动年货节至今，平台“百亿补贴”相关打标商品的销量较去年同期增长逾138%。随着消费者对过节质量要求越来越高，年货消费的成交客单价显著提升。同时，平台异地订单的比例亦大幅攀升，发往三四线城市及乡镇的订单中，高客单价商品占比较去年同期进一步增加，其中不少是年礼，与一二线消费显著趋同。
拼多多近期联手逾百万品质商家及上千个农副产品品牌，共同启动“年货节”。期间，平台大力倾斜“百亿补贴”资源，最高补贴力度达到60%，并开启“好年货不用多等”的24小时急速发货通道，力争“人到家，货亦到家”。
1月21日，接档“年货节”，拼多多又推出“春节不打烊”活动，联合各商品类目的头部与优质商家，以及中通、韵达、极兔等快递公司，为消费者提供7*24小时不间断的商品和物流服务。该活动将持续至春节后，集中优势商家与补贴资源，确保疫情背景下年货的平价稳定供应。
抚慰亲情：年货升级，花费不涨
拼多多发布的榜单显示，综合下单、搜索、分享三个数据维度，徐福记零食礼盒、茅台系列酒、智利车厘子、苹果家族产品及SK-II护肤品“毫无悬念”地成为平台开启年货节以来的五大爆款产品，与去年差别不大。不同的是，以这五大产品为代表的品牌年货与品质农产品不仅实现了同比销售额的大幅提升，而且也走进了更多小镇及农村家庭。
其实，苹果家族产品、茅台系列酒、SK-II护肤品是拼多多自2019年6月推出百亿补贴后就持续重点补贴的产品。秉承“消费者需要什么，拼多多就补贴什么”的原则，这些高端商品也是该平台历年年货节为推动“城乡年货共享”而重点倾斜优惠资源的对象。
不止如此，在“百亿补贴”的加持下，各种进口年货今年备受欢迎。智利的车厘子、美国的开心果、新西兰的奇异果、加拿大的牡丹虾、新西兰的帝王鲑、挪威的北极鳕等海外尖货也以更亲民的直采价登陆平台，减少了消费水平差异给消费者购买年货带来的影响。
Although the improved consumption during the Spring Festival has risen sharply, the more prominent demand comes from the consumption of delicious and affordable agricultural (by-line) products.
According to data from the Pinduoduo platform, recently, the seasonal listings of Guangxi citrus mandarin, Dandong strawberry, apple gift box implying "safety", green and healthy Shouguang high-quality vegetables, and Yongchang mutton, which is fat but not stinky, continue to attract consumer demand. This trend will continue until around New Year's Eve.
Take the red-faced strawberries that are abundant in Dandong, Liaoning Province, the "Northeast Suzhou-Hangzhou" as an example. In the past, the delicate "beautiful women of the Northland" often couldn't get out of the local market in Liaoning, and the "best tasting period" was always wasted in multiple distributions and lengthy transportation.
Even if it is sometimes successfully sold to various places, the price also rises, and the sales crowd is limited to first- and second-tier cities.
And after the channel of "shopping together + direct hair from the origin" is opened, the red-colored strawberries, which are dampened by a net cover and locked in a vacuum, only need 8 hours from picking to delivery.
Benefiting from this, during the New Year's Day, the number of rosy strawberry orders from markets below the third tier increased by more than 120% year-on-year.
All kinds of high-quality meat have also become the highlights during the New Year's Day.
Pinduoduo data shows that during the New Year period, beef and mutton have a strong growth momentum, and the number of orders has increased by more than 70% compared with the same period last year. Among them, imported steak and Gansu mutton are the growth engines.
The consumption growth of "hard vegetables" seafood also outperformed the growth of the broader market. Cold fresh shrimp represented by Zhanjiang domestic white shrimp is the most popular among platform users, followed by fish products that symbolize surplus every year, such as yellow croaker, Hairtail and pomfret are the main representatives.
At sunset, in Hongshanyao Town, Yongchang County, Gansu Province, the sheep go home.
These free-range Tan mutton on the plateau is the hot-selling "hard-core annual dish" this year.
"From the big fish and meat in the past to today's high-quality protein supplementation, the demand of domestic consumers to 'eat better' is still increasing. How to dig more high-quality products from domestic and foreign sources, and how to balance quality and price, Letting the consumption of new year goods and the level of income upgrade simultaneously, these are the issues we are most concerned about." said the relevant person in charge of Pinduo's multi-year goods festival.
Pursue domestic products: "New National Tide" guarantees the Spring Festival supply in the Year of the Tiger
In addition to agricultural goods, during the New Year's Day, Pinduoduo also opened the first season of "Duoduo New National Tide".
The platform announced to invest at least 1 billion level of traffic resources to provide special support for the new national trend brand.
The discount will last until the end of February, covering the entire Spring Festival holiday.
Judging from the sales of the New Year's Day, the "cooking assistant" Midea air fryer, Galanz smart microwave oven, the "Laundry Artifact" Libai Laundry Beads, the "Light of Domestic Products" Yuze Repair Mask, Hongxing Erke Casual Skaters, Domestic New Year products such as Junlebao pure milk, which took the New Year's gift, entered the best-selling list.
"With the maturity of my country's manufacturing and supply chain, the independent research and development and industrial design capabilities of domestic brands have made great progress. We hope to promote domestic brands to seize opportunities such as the platform's continuous penetration into first- and second-tier cities, and the upgrading of new year products to help local brands. Rise." said the relevant person in charge of "Duoduo New National Tide".
The first-quarter consumption season of "Duoduo New National Tide" is one of the components of Pinduoduo's overall Spring Festival activities.
During the Spring Festival, the platform will intuitively distinguish between closed goods and non-closed goods through marking, and will give priority to the core resources of the platform such as "tens of billions of subsidies", "limited time seckill" and other platform core resources to non-closed goods, so that users can quickly find out what is normal during the Spring Festival. Goods shipped.
Zhongtong, Yunda and Jitu, as special express partners of Pinduoduo during the Spring Festival, will provide consumers with 7*24 hours of uninterrupted commodity and logistics services.
During the period, if the packages carried by these three express delivery companies have “false trajectory” and “time limit after collection” triggering compensation to consumers, the relevant expenses will be borne by the express companies.
This move is expected to "reduce the burden" for platform merchants and improve the consumption experience during the Spring Festival holiday.
"Since last year, on the one hand, the platform has supported young people returning home who love agriculture, understand the Internet, and are good at business to join the e-commerce of agricultural products, enriching the supply chain system, and on the other hand, it has actively promoted more traditional large-scale supply chain enterprises to transform online. These accumulations will help us to always stand for consumers during the Spring Festival, improve the utilization efficiency of various resources, and ensure the orderly supply of new year goods." said the relevant person in charge of Pinduo's multi-year goods festival.