Recently, the "Super Brand Day" campaign report jointly launched by Unilever and Pinduoduo was officially released.
It is reported that during the event, Unilever's brands such as Qingyang, Dauphin, Ha Shilin, Lux, Omo, Jinfang, Vaseline and other brands have achieved explosive growth.
Among them, the sales of all products of Qingyang increased by 400%, and continued to rank TOP1 in the shampoo category on the platform.
Not long ago, Unilever and Pinduoduo jointly launched the "Super Brand Day" special event.
In order to give back to consumers to the greatest extent, Unilever's official flagship store has launched multiple benefits such as "50% off the whole site, multiple discounts for multiple items, and full discounts". 30 products such as Finn and Jinfang.
In addition, Qingyang KPL Canyon Legend E-sports Card series products are also exclusively registered on Pinduoduo during the Super Product Day. All users who purchase Qingyang series products will have the opportunity to obtain "Qingyang KPL Canyon Legend E-sports Card" and "Qingyang Ace Card". A set of "Dianji Card Books", this series of products has been very popular among young people born in the 1995s as soon as it was launched.
▲During the event, Qingyang donated a total of 150,000 sets of Qingyang KPL Canyon Legend Gaming Cards to consumers, which was very popular among the post-95s generation.
"During the Super Quality Day, the search popularity of Qingyang products on the site also increased by nearly 4 times, and Guanqi gave away more than 150,000 sets of Qingyang KPL Canyon Legend Gaming Cards for free." According to Unilever Pinduoduo Operations Manager Yin Hang introduced that the Qingyang brand population increased by 10 million in a week.
Among them, the post-95s group represented by Generation Z increased by 3 times compared with before the event.
At the same time, many brands of Unilever have achieved explosive growth. The single-day hot sales of Qingyang’s entire line of products exceeded 30,000 pieces, and Lux’s various products sold more than 7,000 pieces in a single day. The sterilizing laundry detergent is TOP1, and the platform's spike channel also sold nearly 100,000 Unilever products during the event.
With the change of consumption concept, hair care products such as essence care are becoming the new favorite of consumers.
Unilever's market research data shows that in the past three years, the market share of domestic hair care products has increased from 19% to 25%, but in the European, American and Japanese markets, the market share of hair care products can reach 50%. There is still huge room for growth in the protection market.
"During this Super Product Day event, the market share of Unilever's washing and care products increased the fastest, with a year-on-year increase of more than 70%." The person in charge of Pinduoduo's washing and care products category said that the brand has added new people. Looking at it, Unilever's hair care products are also the category with the largest growth in new customers, accounting for 80% of the brand's new customers.
"This Super Product Day event also allows us to see the huge potential of the platform's washing and care market." Yin Hang said that in the second half of this year, Unilever will focus on hair care products on the basis of deepening the platform's layout of all products. , join hands with Pinduoduo to provide consumers with more high-quality and affordable cleaning products.