On March 3, Pinduoduo's 21 billion subsidy joined hands with CCTV News to launch the "Better Life Spell Out" series of live broadcasts, and the first one landed in Quanzhou City, Fujian Province. CCTV host Ren Luyu and reporter Wang Bingbing formed the "Lu Binghua" group and recommended dozens of products such as Fujian specialties, beauty and skin care, clothing and bags, digital appliances, and food fresh to netizens. The live broadcast lasted three and a half hours, attracting more than <> million netizens across the network to watch and fight orders.
"The goal of the 'Better Life Spelled Out' series of live broadcasts is to create live streaming programs with strong local characteristics based on the resource advantages of each city, focusing on urban specialties and national tide and good things, enlivening the urban market atmosphere, exploring consumption potential, and helping the consumer market prosper." The person in charge of Pinduoduo's 10 billion subsidy said that the platform will let good products enter ordinary people's homes at good prices through the method of "characteristic live broadcast + 10 billion subsidies".
"Remake-up" on the basis of the low price of the whole network
The first live broadcast of "A Better Life Spelled Out" was built in the Fuwen Temple, the center of Quanzhou's bustling commercial district, and a 400-square-meter outdoor studio was built. The live broadcast opened with the intangible cultural heritage "Nanyin" originating from Quanzhou. Wang Bingbing explains: "Nanyin interprets the enduring charm and endless vitality of China's excellent traditional culture. ”
Quanzhou is one of the cities with the most active private economic development in China, and it is also the starting point of the ancient "Maritime Silk Road" and a world heritage city. This live broadcast event fully demonstrated the characteristics of Quanzhou city, promoted Quanzhou's good things, and also let netizens feel the vitality of Quanzhou that dares to be the first and loves to fight and win through online live broadcast.
Before the live broadcast began, Wang Bingbing had already gone to Wupu, West Street, Luoyang Bridge and other places to enjoy the fireworks and customs of Quanzhou with the general audience. In the fishing village of Wupu, Wang Bingbing combed the hairpin flower fence, wore the women's costume of Wupu, and walked among the oyster shells with a small fish basket to experience local life.
At the beginning of the live broadcast, the "Lu Binghua" group recommended Anxi Tie Guanyin, Taoxi Yongchun Old Vinegar, Guava, Loquat and other local Fujian specialties for the majority of netizens.
For how local characteristic agricultural products can be "out of the village and into the city" through Pinduoduo, "Lu Binghua" also said: Pinduoduo's tens of billions of subsidies effectively reduce the procurement and marketing costs at both ends of supply and demand by increasing subsidies for agricultural products and agricultural and sideline products, linking hundreds of agricultural industrial belts across the country to help regional agricultural products develop into large industries.
▲Live broadcast CCTV reporter Wang Bingbing experienced Quanzhou's local characteristic culture.
While eating and drinking well, the makeup should also be beautiful. Products such as Proya Ruby Cream, Luxe Color Repair Essence, and Avène Hydrating Mist are highly recommended by the "Lubing Flower" combination.
"Refreshing, silky and non-sticky, suitable for a wide range of skins, easy to absorb." "It can be used to refresh the skin in the morning and as a secondary cleanser in the evening." While sharing their "Empty Bottles", the "Lu Binghua" group introduced the experience accumulated over the years.
From agricultural products, beauty and cosmetics to digital appliances, all products in this live broadcast are "refilled" by Pinduoduo's tens of billions of subsidies on the basis of low prices on the whole network, and the prices of many brand goods are even more cost-effective than airport duty-free shops. The vivid introduction of the well-known host, coupled with the real cost performance of the platform, set off a craze for fighting orders in the live broadcast room for a while.
It is reported that in 2023, the "Spell Out of a Better Life" Pinduoduo <> billion subsidy series live broadcast will take the Quanzhou station as the starting point and will enter a number of manufacturing and agricultural industrial belts across the country to help urban vitality, industrial prosperity and boost consumption.
▲ Lai Weilong, the person in charge of Hongxing Erke live broadcast, is introducing the running shoes that entered the live broadcast room.
Pinduoduo joins hands with well-known brands to enter the industrial belt
The live broadcast held in Quanzhou attracted many brand merchants such as Honor, Haier, Xiaomi, Proya, Hongxing Erke and so on.
"There are two products that entered the live broadcast room this time: Hongxing Erke Qi technology running shoes and defiant casual shoes. If you want high-tech professional running shoes, choose the former, and if you want leisure, choose the latter. Lai Weilong, head of Hongxing Erke Live Broadcast, said.
As an enterprise rooted in Quanzhou and deeply engaged in sports brands for more than 20 years, Hongxing Erke has reached in-depth cooperation with Pinduoduo since November 2021, and has continuously met the needs of young consumer groups through product design innovation.
"The mode of live streaming into the industrial belt can shorten the distance between enterprises and consumers, and enhance the realism of goods and consumer interaction." Hongxing Erke has come to the current scale, which is inseparable from the support of consumers. Lai Weilong said that participating in the special live broadcast event of CCTV and Pinduoduo's tens of billions of subsidies can repay fans for their long-term support of Hongxing Erke; On the other hand, we expect to reach different customer groups in this way. Lai Weilong said that he hopes to reach more cooperation with Pinduoduo in industrial belts and live broadcasts.
"In response to the expanding consumer demand of consumers, tens of billions of subsidies continue to accelerate the branding process. In 2021, the 10 billion subsidy channel opened the entrance of the 'official cooperation flagship store', and the number of new brand official flag stores settled in that year increased by more than <> times year-on-year. The person in charge of Pinduoduo's <> billion subsidy said that up to now, nearly <>,<> brand flagship stores have settled in the <> billion subsidy channel, achieving basic coverage of high-appeal brands in the whole industry.
Along the path of "what consumers need, we will subsidize", Pinduoduo tens of billions of subsidies continue to innovate the form of "social grouping", increase subsidies, and bring more benefits to consumers.
▲Pinduoduo through the method of "special live broadcast + tens of billions of subsidies" allows good products to enter ordinary people's homes at good prices.
In the second half of 2022, a new "multi-person group" form will be launched in the tens of billions of subsidies, allowing consumers to purchase selected brand goodies on the platform by inviting friends to join groups, and enjoy excess subsidies. The person in charge of Pinduoduo's <> billion subsidy introduced that for "multi-person group" products, the platform will carry out "double subsidies" to allow consumers to enjoy super discounts.
At present, with the intensive introduction and landing of various policies and measures to promote consumption in various places, the domestic consumer market is recovering rapidly. Platform enterprises rely on their own advantages to fully activate the consumption engine and inject lasting impetus into economic growth. In this regard, the person in charge of Pinduoduo's tens of billions of subsidies said that the current consumer market demand presents personalized, diversified and high-quality characteristics. Next, the platform will continue to work with brand flagship stores to enter multiple industrial belts across the country, bringing affordable and good things to consumers through the method of "characteristic live broadcast + tens of billions of subsidies", meeting consumers' personality, diversity and high-quality yearning for a better life, and helping the national consumer market continue to heat up.