CCTV teamed up with Pinduoduo to live the special live broadcast of the first season of Nigmat, and Sister Moon recommended high-quality books such as "Red Rock" and "Splendid Glory"
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Arrived in September, go to school.
In a few days, students from all over the country are about to return to school.
Enrollment is just around the corner, and major e-commerce platforms have recently launched large-scale promotions for the school season to provide affordable learning and daily necessities.
On August 26, CCTV News and CCTV jointly held a live-streaming event with Pinduoduo's tens of billions of subsidies. CCTV host Nigmaiti and Sister Moon became good goods appraisers and recommended schoolbags to netizens. Dozens of school equipment such as watercolor pens, children's watches, books, etc.
This is the first live broadcast of Pinduoduo's big promotion this year, attracting 24.35 million netizens to watch and buy in three hours.
At present, Pinduoduo is launching the second quarter of "Duoduo Reading Month" activity. The platform once again invested 50 million yuan in reading funds, and united with People's Literature Publishing House, Commercial Press, Shanghai Century Publishing Group, Writers Publishing House and other 50+ domestic authorities The publishing house has set up an online joint special area to officially subsidize 2 million copies of genuine classic books on the basis of the lowest price on the entire network, and promote "good books at affordable prices, and enjoyable reading for all."
During the live broadcast of CCTV’s first-semester season, Moon Sister and Nigmati focused on recommending books such as "Red Rock" and "Splendid Glory" subsidized by the "Duo Duo Reading Month" activity.
During the delivery process, they not only sang "Red Plum Praise" live, but also read some passages aloud, which caused many netizens to be moved.
"The Artifact of Self-discipline", "The Four Treasures of the New Study"
Consumption highlights of the first school season
Although there are still a few days before school starts, Chen Lu is ready to become a qualified mother of elementary school students: earnestly learn the "double reduction" policy, put the top class WeChat group, check in every day to report the health of his son, and at the same time actively fight for orders "The Analects", "Insects", "Aesop's Fables", "Robinson Crusoe" and other children's books and two sets of self-disciplined punch cards.
"One book for me, one book for my son, and make progress together." From "chicken out of the cow" to "quality education", Chen Lu actively changed her mind. "If your child is to learn well, the important thing is not to blindly follow the trend and report to the child's class. , But to cultivate their habit and ability to learn consciously and independently."
In recent years, not only "network supervisors" have been in business, but also various self-discipline artifacts including self-discipline books have been actively developed to treat procrastination and anxiety disorders, which have repeatedly become the highlight of consumption in the "school season".
"Everyone's self-discipline needs are diverse, from memorizing words, memorizing Tang poems, correcting wrong questions, writing essays, and designing PPT." An online distributor who has worked in the stationery industry for many years told the author, "We are iterating every year. Products, upgrade learning equipment. For the purpose of urging self-discipline and cultivating habits, there are now many products such as e-learning timers, planning books, mind map books, vocabulary books, and wrong question books."
The author also discovered on Pinduoduo that a kind of acrylic endorsement board that "continuously creates memory focus and improves memory efficiency" is a new type of learning "weapon" that has become popular recently-users can recite texts while continuously covering them with black pens. What has been memorized until all the contents are memorized.
What's even better than the "artifact of endorsement" is that now students don't need to clean up the desktop trash after finishing their homework.
Because, many businesses have sold a small tool for cleaning the desktop-desktop vacuum cleaner, eraser shavings, pencil shavings can be sucked.
Not only that, some old stationery has now also been replaced with a new look of "improving efficiency".
For example, both the pencil sharpener and the eraser can be electric.
According to Pinduoduo data, since late August, the "four treasures of the study" most searched by parents born in the 80s and 90s are no longer pen, ink, paper and inkstone, but the "new four treasures of the study" born in the 10s-electric pencil sharpener, electric eraser, desktop Vacuum cleaner and sitting posture corrector.
Subsidize millions of products
Make learning more "affordable"
However, when these school supplies have advanced functions and high-end designs, the prices will naturally rise.
For example, in offline stationery stores, some western-style foreign Internet celebrity brands, a pen can easily cost 20 to 30 yuan; a more exquisite book, 50 or 60 is still a "conscience price"; and a small and fresh marker pen, a set At least a few dozen.
If the notebooks and writing pens of primary and middle school students are just "small money", then when the school wants to take online classes, the notebook becomes a computer and the writing pen becomes an Apple pencil, and the learning cost of college students has more than doubled.
This has also become an important reason for the major e-commerce platforms to actively launch promotional activities during the school season.
The relevant person in charge of Pinduoduo’s "School Season" promotion said that during the event, the coverage and subsidies for school supplies will be increased. Millions of products including stationery, school bags, computers, mobile phones, books, etc. will be welcome. Come to the discount straight down.
With the support of tens of billions of subsidies, the "puzzle book" has also become the first shopping choice for many people in the "school season" this year.
According to related reading reports released by Pinduoduo, among the best-selling books on the platform, the sales of learning teaching aids, novels and literature have grown tremendously, and they have become the most popular books among Pinduoduo readers; among the relevant bibliographic orders, post-95s and 00 The latter accounted for more than 40%; for literature and social science books, the youth reading group showed an urgent need.
E-commerce platform collection requirements
"Send to school" stimulates the industry's peak sales season
Unlike in the past, carrying large bags and small bags to school, today, post-00s college students carry less and less luggage with them.
They will purchase admission equipment online in advance and "sign for it" when they return to school.
"The beginning of the school season has gradually become our peak sales period, and the order volume is no less than 618. This year, we have prepared 100,000 sets of light-proof bed curtains commonly used in university dormitories one month in advance to supply this peak season." Home textile merchants in Nantong, Jiangsu Sun Xiangfei told the author that August and September were originally the off-season for the home textile industry, and the traditional off-season turned into a peak sales season after the student demand in the opening season was collected through the e-commerce platform.
The bed curtains produced by Sun Xiangfei's OEM factory are known as "dormitory artifacts." More than 80% of the purchasers are college students from Guangdong, Hebei, Heilongjiang, Tianjin and other provinces and cities.
This kind of bed curtain can only prevent mosquitoes at first, but after a comprehensive upgrade, it not only integrates the functions of mosquito nets, shading and storage, but also allows the post-00s who have a separate room since childhood to have one of their own in a multi-person dormitory. Privacy space.
"The school started in September last year. This bed curtain was very popular, and it remained popular until the beginning of the first half of the school season. Now, the order volume of this product has increased five or six times than usual. It is expected that the daily order volume will exceed 2,000 during the peak period. According to Sun Xiangfei, due to the different specifications of the upper and lower bunks of this kind of bed curtains, many prospective college students have to wait until they are divided into dormitories after enrollment to know the location of the beds. The sales peak will appear in early September.
In addition to the bed curtains, student mattresses and bed three-piece sets are also categories that many student consumers choose to place orders from e-commerce and send them to schools.
“Mattresses are large. Nowadays, college students rarely bring them from home. They usually buy them online.” A Pinduoduo merchant told the author that they can sell 5,000 mattresses a day, which has entered the peak sales period.
The sales of three-piece suits have also increased four or five times than usual.
For young people who are homesick as soon as school starts, the school season is also the peak season for hoarding local specialties. According to data from Pinduoduo, the recent fruit harvest season in various places is coincident with local specialty products such as red heart pomelo from Fujian, Luochuan apple from Shaanxi, Pujiang kiwi from Sichuan, and soft-seed pomegranate from Tunisia. .