"Duoduo Reading Month" has invested hundreds of millions of yuan in expenses and resources to support genuine books in two years

　　On September 25th, Pinduoduo joined nearly 20 mainstream publishing institutions to hold an online seminar on "Affordable and Good Books for All to Read", and invited industry association leaders, writers, intellectual property experts, etc. to discuss in depth how to increase the quality of genuine content. It supports high-quality creators to build personal brands, unites all parties to practice social responsibility, jointly crack down on piracy and infringement, promote multi-party governance, and promote the healthy and sound development of the publishing industry.

　　In his speech, Ai Limin, chairman of the China Book Publishing Industry Association, affirmed Pinduoduo's efforts to actively participate in national reading activities and social welfare donations in the past two years. The powerful measures taken in piracy and promoting the standardized operation of the book market expressed encouragement and support.

He suggested from the perspective of the whole industry, adhere to the unity of social and economic benefits, insist on combating piracy, adhere to standardizing the market order, play the driving and supporting role of the platform economy, and achieve a win-win situation for authors, publishers, and platforms.

▲In the online seminar of "Affordable and Good Books for All to Read", heads of industry associations, writers, intellectual property experts, and relevant heads of nearly 20 publishing institutions attended the event and shared their speeches (the picture shows some of the speakers).

　　According to the relevant person in charge of Pinduoduo, in the past two years, Pinduoduo has invested hundreds of millions of dollars in expenses and platform resources to support the development of genuine books, and formed a "duoduo reading month", "Zhongsheng Creator Plan", and affordable genuine public welfare alliance as the core. Trinity" product model, and practice social public welfare responsibility, continue to implement the "Reading for You" public welfare donation plan.

At the same time, it also disclosed the relevant work and governance achievements of the platform in intellectual property protection in recent years, and hoped to further listen to the suggestions and opinions of people in the industry.

"Duoduo Reading Month" invested hundreds of millions of yuan to subsidize genuine books in two years

　　It is understood that in April 2021, Pinduoduo launched the "Duoduo Reading Month" large-scale knowledge-inclusive action, which has been held for four seasons so far, and has invested hundreds of millions of dollars in expenses and massive platform resources in two years. 100 million subsidy channel, platform focus banner and other traffic resources, together with hundreds of publishing houses and high-quality book brands, to jointly create a genuine book subsidy plan.

　　Since its inception, the "Duoduo Reading Month" has been held for four consecutive seasons and successfully out of the circle. Chinese and foreign literature, social sciences, economics and management, history and philosophy have all become popular and sought-after books.

On September 24, the month-long fourth quarter "Read a lot of books" activity ended.

Data shows that 36.2% of consumers purchased more than 5 books during the event.

　　The newly released Duoduo reading list shows that "Social Psychology (11th Edition)" published by People's Posts and Telecommunications Publishing House ranks among the top ten best-selling lists.

Among them, due to the hot sales, "The Long Rest of Life" and "Research on Ancient Chinese Clothing" were urgently reprinted to meet the needs of consumers.

▲The 10 most popular books in the fourth season of the "Reading a lot of books month" event

　　"She is like autumn leaves in the wind, like duckweed on the water." In "The Voice Creator Project", a writer, professor of the History Department of Peking University, and a famous writer Luo Xin recently published "The Long Remaining Life: A Palace Maiden of the Northern Wei Dynasty and Her Times" In the novel, he used epitaphs and other historical materials to tell the long and ups and downs life of Zhong Er, the queen of the ordinary palace.

At the seminar, Luo Xin said that he did not expect that the type of book "The Long Rest of Life" would become a hit in the "Duoduo Reading Month".

He believes that writers have encountered a good period and are reaching the current high-quality, large-scale, and well-educated readership with high-quality content through large platforms.

　　The book brand Utopia is the producer of The Long Remaining Life.

With the hot sale of high-quality books, the official flagship store of Pinduoduo in the ideal country also quickly opened up.

This store, which only started operation in mid-August, attracted nearly 4,000 fans during the month-long fourth quarter "Duoduo Reading Month", and the number of orders has reached 21,000.

　　Duan Pengbo, head of the brand distribution department of Utopia, said that Utopia is a publishing company that focuses on classic social science and humanities content, and is actively exploring channels to try a new sales model such as "Reading a lot of books".

As a new store, it was the first time to participate in the "Duoduo Reading Month" and achieved good results.

After that, we will increase the investment resources on the Pinduoduo platform to achieve a win-win situation.

Continue to enter the primary and secondary schools in the most remote areas

　　Helping the universal benefit of knowledge is the original intention of Pinduoduo. It was launched with the "Duoduo Reading Month". In addition to the "Multiple Voice Creators Program" that supports high-quality creators, there is also the "Reading for You" charity that supports public reading for primary and secondary school students in remote mountainous areas. Donate.

　　In June this year, writer Ma Huijuan and Pinduoduo's "Reading for You" public welfare project team went to the Huimin Primary School in Yuanlong Village, Minning Town, Yongning County, Yinchuan City, Ningxia Hui Autonomous Region, and gave a special reading class to the children. The primary school donated 15,000 extracurricular books, bookshelves and sporting goods.

　　For more than a year, Pinduoduo's "Reading for You" charity donation campaign has continued to enter the most remote plateaus, mountains and villages in China, donating books to children in primary and secondary schools, and inviting well-known domestic writers, scholars, and children We read together.

Since its launch in April 2021 from Liangshan Yi Autonomous Prefecture in Sichuan Province, a total of 300,000 books have been donated.

　　The relevant person in charge of Pinduoduo said that this public welfare action is not limited to the traditional book donation, the bibliography is customized, and writers are also invited to actively participate, which increases the scene-based knowledge dissemination process.

Read a poem, read an article, take a sharing class, inspire learning spirit, cultivate reading enthusiasm, and hope to help the development of public welfare reading in primary and secondary schools in remote areas in a richer and more three-dimensional form.

Iteration of "Affordable Genuine Public Welfare Alliance" calls for multi-party co-governance to promote the development of the publishing industry

　　How to do a good job in intellectual property protection and promote the healthy and sound development of the publishing industry is also one of the important topics of this seminar.

Domestic mainstream publishing houses such as the Commercial Press, high-quality book brands such as Utopia and New Classics, and book distributors such as Dangdang and Boku.com put forward constructive opinions and suggestions at the meeting.

　　In April 2021, Pinduoduo, together with Shanghai Century Publishing Group, Knowledge Publishing House, Dangdang.com, Boku.com, Xinhua Wenxuan, Motie Culture and other publishers and book dealers, launched the "Affordable Genuine Public Welfare Alliance", hoping to use this Accelerate the development of the affordable genuine book market to meet the knowledge consumption needs of more emerging reading groups.

　　At this seminar, the Affordable Genuine Public Welfare Alliance announced an iteration. In addition to continuing to receive support from resources such as the "Duoduo Reading Month" reading fund and tens of billions of subsidy channels, this plan also called on all parties to jointly send books to the countryside through the model of sending books to the countryside. Help rural public welfare reading.

At the same time, carry out in-depth cooperation on brand cooperation, green channel for intellectual property complaints, active prevention and control, offline project crackdown, etc., crack down on piracy, strengthen book governance, and jointly improve and maintain intellectual property protection cooperation mechanisms, so as to promote publishing The industry develops in a healthy and orderly manner to achieve a win-win situation.

　　According to data released by Pinduoduo, in the fourth quarter of "Duoduo Reading Month", official flagship stores such as New Classics and Commercial Press ranked among the top ten sales in this season's reading month.

　　It is understood that in the near future, Pinduoduo has further upgraded its knowledge protection platform, developed a "book standard library" system, and formed a work pattern of "two groups, two lines of defense, and multi-party linkage" in book governance, including optimizing the intellectual property platform governance system. , set up a "grey list" system for merchants, continue to optimize the response time for complaints and reports, build an active prevention and control system, continue to monitor and review and regularly spot checks, "serve intellectual property rights and their inclusiveness with more effective governance methods, and serve Author rights and social benefits".

　　Liu Xiaochun, executive director of the Internet Law Research Center of the University of Chinese Academy of Social Sciences, expressed her appreciation for the model of the "Duoduo Reading Month" and the affordable genuine public welfare alliance. She believes that price subsidies and traffic support are changes to the production and circulation mode of genuine books and support. An efficient way of genuine development.

At the same time, it is suggested that from the perspective of intellectual property protection and platform governance, on the one hand, proactive prevention and control, and on the other hand, post rights protection, establish a green rights protection channel for rights holders and publishing houses, including online and offline joint governance, etc., to promote the publishing industry healthy development.

　　The relevant person in charge of Pinduoduo said that under the guidance of the government, regulatory agencies, and industry associations, the platform hopes to maintain good communication with writers, publishers, and the intellectual property community, and further support affordable genuine public welfare undertakings and jointly crack down on intellectual property infringement issues. Make greater efforts to help knowledge inclusiveness.