From July 29th to 30th, Unilever and Pinduoduo jointly launched the "Super Brand Day" special event.

It is reported that during the event, Unilever's cleaning brand Qingyang also launched the Qingyang e-sports joint event exclusively on the Pinduoduo platform. All users who purchase Qingyang series products have the opportunity to obtain the "KPL Canyon Legend E-sports Card", "Qingyang Ace Temple Collection Card Book" is highly sought after by young people born in the 1995s. Once it was launched, it won the first place on the Unilever official flag hot-selling list.

All products of Unilever's brands such as Qingyang, Dove, Xia Shilin, Lux, Omo, Jinfang, Vaseline and other brands have deeply participated in this event and provided consumers with multiple benefits.

▲During the Super Product Day, Qingyang also exclusively launched the Qingyang KPL Canyon Legend E-sports Card on the Pinduoduo platform.

  According to reports, in order to give back to consumers to the greatest extent, Pinduoduo’s tens of billions of subsidies, time-limited spikes and other subsidies and traffic resources have also focused on Unilever’s brands.

Nearly 30 products of Qingyang, Omo, Lux, Dove, Jinfang and other brands have participated in the limited-time seckill activity, which has greatly stimulated the enthusiasm of platform consumers to stock up.

  The data shows that during the Super Product Day event, the sales of Qingyang’s entire line of products exceeded 30,000 in a single day, and the various products of Lux sold more than 7,000 pieces.

As of 6 p.m. on July 30, nearly 100,000 Unilever products have been sold on the Spike channel alone.

  Since the beginning of this year, Unilever has significantly accelerated its upward rhythm in Pinduoduo.

In the just-concluded "618 Promotion" campaign, Unilever further increased its investment in Pinduoduo, and made active adjustments to strategies such as key products and promotion rhythms.

  According to Yin Hang, head of operations at Unilever Pinduoduo, compared with other platforms, the consumption habits of users on the Pinduoduo platform are significantly different. For users who are used to tens of billions of subsidies, they are more inclined to keep repurchasing.

In addition, Guanqi's key consumer groups are young people from second- and third-tier cities, who prefer small-sized products.

  In response to the user characteristics of these platforms, Yin Hang adjusted the product structure and big promotion plan, launched a variety of small-sized customized products, and covered different customer groups and consumption scenarios through multiple welfare means such as 10,000-person groups and tens of billions of subsidies, and gained unexpected results. , and make up for the impact and losses caused by the epidemic.

▲During the event, nearly 30 of Unilever’s products participated in the limited-time seckill event, providing excessive benefits to platform consumers.

  "In the first half of this year, Guanqi's overall sales increased by 175% year-on-year, and Unilever's anti-dandruff, oil control, hair-fixing, nourishing, repairing and other products maintained rapid growth." Yin Hang said that this year In the second half of the year, Guanqi will focus on hair care products on the basis of deepening the layout of all products.

  Yin Hang explained that according to Unilever's market research, in the past three years, the market share of hair care products has increased from 19% to 25%, but in the European, American and Japanese markets, the market share of hair care products has reached 50%. In contrast, the potential of the domestic hair care market still has huge room for growth.

  "This is why we value the Pinduoduo platform." Yin Hang said, as a new e-commerce platform that has only been established for a few years, Pinduoduo has more than 880 million users, and the market space for its hair care products is still very large. According to the space, especially the third- and fourth-tier cities have huge potential.

Taking Qingyang hair care products as an example, orders in first- and second-tier cities accounted for 50%, but orders in third- and fourth-tier cities increased rapidly during the Super Product Day, and were constantly approaching the market share of high-tier cities.

  "With the change in consumption concepts, products such as essence care have gradually become the new favorites of consumers." The person in charge of Pinduoduo's cleaning and care products category said that since this year, domestic and foreign cleaning and care brands have also significantly accelerated their participation in this subdivision. Road layout.

The platform will also continue to deepen the cooperation with domestic and foreign first-line brands such as Unilever to provide consumers with more high-quality and affordable washing and care products.