On November 8th, Pinduoduo's "11 · 11" promotion entered its peak sales period, with a subsidy of billions officially launching the third round of "Super Double Subsidy" activities, focusing on super products of domestic and foreign brands in the digital, home appliances, beauty, care, food, clothing, mother and baby categories. The promotional products are all double discounted on top of the daily price subsidy of billions, with the highest discount being an additional 50% off.
It is reported that the third round of "Super Double Supplement" activity will continue from 10am on November 8th to 10am on November 12th.
▲ The third round of "Super Double Supplement" activity is launched
The person in charge of Pinduoduo's billion yuan subsidy stated that through the previous two rounds of "billion yuan consumption vouchers" and "super double subsidy" activities, businesses in multiple categories have achieved continuous explosive sales and revenue. From October 28th to November 4th, the cumulative order volume of the second round of "Super Double Supplement" exceeded 45 million, an increase of 1.7 times compared to the first round of activities, and the cumulative sales increased by 145% compared to the first round of activities.
Under the dual subsidy of the platform, consumers and brands are rushing in both directions, and many brands have experienced new outbreaks. This has also driven the number of merchants and products participating in the third round of the 'Super Double Subsidy' activity to increase by nearly 70% compared to the second round, "said the person in charge.
The third round of "Super Double Supplement" is launched
Under the platform subsidy, multiple top brand products selected for the "Super Double Subsidy" have once again achieved a direct price reduction.
For example, Estee Lauder's small brown bottle essence has dropped 260 yuan from 599 yuan in the whole network, and only 339 yuan in the hand; L'Oreal Bose facial mask (15 pieces) dropped by 91 yuan on the basis of the low price of 150 yuan for the whole network, and the received price was only 59 yuan;
The Nintendo SwitchLite (Japanese version) game console has dropped by 77 yuan on the basis of the low price of 936 yuan across the internet, with a final purchase price of only 859 yuan; The DJI Pocket 3 PTZ camera (standard version) has dropped by 200 yuan from the official website's 3499 yuan, with a final purchase price of only 3299 yuan; Li Ning hotpot down jacket has dropped by 510 yuan on the basis of the low price of 829 yuan across the internet, with a final price of only 319 yuan.
Such affordable prices have also stimulated consumers' enthusiasm for ordering, and brand items such as Lanc ô me eye cream were sold out immediately after their launch.
On the morning of November 8th at 10 o'clock, after the "Super Double Supplement" activity started, Lanc ô me Eye Cream was sold out immediately after its launch
After the launch of this year's promotion, Pinduoduo has also launched multiple "Billion Consumption Coupons" activities with billions of subsidies. On October 20th, the subsidy for the "Billion Consumption Coupon" was greatly upgraded, and each person can receive a maximum of 2600 yuan in super large denomination billion consumption coupons. At present, the subsidy amount for the "Billion Consumption Coupon" has been increased to 3450 yuan, promoting domestic and foreign brands to achieve direct price reductions and bringing more authentic and good products to consumers.
The second round of orders exceeded 45 million
Under the continuous investment of billions of subsidies and real money, during the second round of the "Super Double Subsidy" campaign, the cumulative order volume exceeded 45 million, a 1.7 times increase compared to the first round of "Super Double Subsidy", and the cumulative sales revenue also increased by 145% compared to the first round of the campaign.
Among them, products in multiple categories such as department stores, food, mobile digital, and beauty and personal care have shown strong performance. Data shows that during the second round of the "Super Double Supplement" campaign, orders in the fresh and food categories accounted for as much as 29%, while orders in the beauty and personal care category accounted for 17%. In terms of sales revenue, the sales of mobile digital products account for as much as 38%, and the sales of beauty and personal care products account for as much as 16%.
Under the dual subsidies of billions of yuan in cash and flow, businesses in multiple categories have found new growth engines. Through the first round of activities, many brands were the first to achieve a successful start in their major promotions. Data shows that as of the end of the first round of the "Super Double Supplement" activity on October 18th, the cumulative number of related orders has exceeded 16.4 million. The merchants and brands participating in the first round of activities have accumulated significant sales, and the "double supplement" activity in the previous week has increased by more than 15 times.
For example, after being selected for the first round of the "Super Double Supplement" campaign, the daily sales of Zhengda's raw eggs exceeded 600000 pieces; The female lead lip balm, a star item under the emerging domestic beauty brand Into YOU, also became the top seller in the category during the October promotion, with a cumulative sales volume of nearly 300000 units.
On October 28th, after the launch of the second round of the "Super Double Supplement" campaign, many celebrity items from globally renowned brands were sold out immediately. For example, the Dyson HD16 hair dryer sold out within 1 minute of its launch, the Apple Watch sold out within 3 minutes of its launch, the Nintendo Switch game console sold out within 5 minutes of its launch, the Est é e Lauder Brown bottle sold out within 10 minutes of its launch, and international beauty brands such as Helena, Shiseido, and Guerlain quickly sold out.
With the support of the first round of "Super Double Supplement" activities, domestic and foreign big brands have accelerated their influx into new e-commerce platforms and exploded in subsequent promotions.
For example, during the second round of "Super Double Makeup" activity from October 28 to November 4, the sales of Helena Black Bandage face cream increased by 289% compared with the "Double Makeup" activity, the sales of Estee Lauder small brown bottles increased by 410%, the Nintendo Switch game console increased by 312%, Guerlain Recovery Honey increased by 246%, and the sales of Shiseido Yuewei water emulsion set increased by 316%.
It is worth mentioning that on the opening day of the CIIE, Pinduoduo, with a subsidy of billions, also collaborated with CCTV News to hold a special live streaming sales event, bringing more than 70 selected goods from nearly 20 countries around the world into the live broadcast room. That night, with the support of billions of subsidies, more than 30 million netizens sold out global delicacies such as Tanzanian cashews, Norwegian blue and white fish, and Ethiopian coffee. At the end of the live broadcast, the host arranged the return of international famous star products, such as essence of Clarins, and water of Jueland Emperor Bee Pose.
With the help of billions of subsidies, these international brands have found a broader market. At the same time, these global goods have also enriched the platform's supply, allowing consumers to purchase global goods at lower prices without leaving their homes. The person in charge of the billions of subsidies said that as Pinduoduo's "11 · 11" promotion enters its final explosive period, the billions of subsidies will continue to increase the subsidy for domestic and foreign brand goods, allowing consumers to purchase global goods at more affordable prices. （CIS)