On May 31st, Pinduoduo released the first week report of its 618 billion yuan subsidy campaign. Since its launch on May 19th, the number of participating billion yuan subsidy merchants has increased by more than 90% compared to the first week of 618 last year. The total sales of mobile phone categories have reached 3 million units, and the sales of multiple home appliance brands have exceeded 1 billion yuan. The sales of beauty categories have increased by more than 80% year-on-year, indicating strong consumer demand across the region.
Among the newly added businesses receiving billions of subsidies, the number of agricultural product merchants increased by 83% year-on-year, the number of digital home appliance merchants increased by 86% year-on-year, the number of beauty merchants increased by 105% year-on-year, and businesses in categories such as food, department stores, mother and baby, personal care, clothing, sports, outdoor, home, and overseas shopping have maintained rapid growth. Domestic and international brands are accelerating the influx of billions of subsidy activities.
It is understood that in order to promote the export of agricultural products from villages to cities in various regions, the billion yuan subsidy campaign has always adhered to the policy of zero commission for agricultural products. In the first week of the promotion, fresh fruit sales still maintained a growth rate of over 50% despite being subsidized with billions of yuan. Seasonal agricultural products such as melons, durians, lychees, peaches, golden mangoes, fruit cucumbers, and Provence tomatoes continued to sell well. The daily sales of single product links for lychees exceeded 100000 kilograms, and the daily sales of durians exceeded 10 million yuan.
According to Pinduoduo data, billions of subsidies are still the "most popular" channel for consumers to purchase mobile phones. In the past week, the total sales of mobile phone categories have reached 3 million units, and the sales of top mobile phone brands have all exceeded 500 million yuan. Among them, one top mobile phone brand has sales close to 5 billion yuan, and the transaction volume of the top 20 mobile phone products has all exceeded the 100 million yuan mark. Huawei, Xiaomi, and Vivo brands saw a year-on-year increase of over 200% in smartphone sales, while Honor, OnePlus, iQOO, and Samsung brands saw a doubling in smartphone sales. The iPhone 15 Pro Max sold over 200000 units per unit.
In addition, the number of digital products subsidized with billions of yuan has also increased significantly, with orders from over 100 digital brands doubling. Among them, the sales of laptops, DIY assembly machines, computer hardware, smartwatches, Bluetooth earphones, digital cameras, projection printing, mobile phone accessories and other products increased by 100% year-on-year. Apple computers, Apple earphones, Apple watches, Lenovo Savior series laptops, Mechanical Revolution Jiaolong series laptops, Xiaomi tablets and other single products achieved sales exceeding 10 million yuan in the early stages of success.
It is understood that after the start of the promotion, Pinduoduo's subsidy of 10 billion yuan for mobile phones and home appliances continued to increase. The subsidy amount for mobile phones and home appliances exceeded 1 billion yuan in the first week, and the maximum subsidy for mobile phone products, including refrigerators, air conditioners, and washing and drying all-in-one machines, was up to 1000 yuan. The maximum subsidy for Midea's "family bucket products", including refrigerators, air conditioners, and washing and drying machines, reached 5300 yuan.
In addition, as the hot summer weather approaches, outdoor and sun protection products continue to be popular, with sales of road vehicle brands such as Xidesheng and Woleton increasing by 20 times year-on-year; VVC、 The sales of sunscreen clothing and accessories such as Jiaonei increased sharply in the first week of the promotion. According to the person in charge of VVC, a sunscreen clothing brand, in preparation for this year's 618, VVC completed stocking as early as March, and the sales of the entire promotion are expected to exceed 50 million yuan. The growth rate is particularly significant under the Pinduoduo billion subsidy activity.
In other categories, the sales revenue of beauty products increased by over 80% year-on-year, and the daily sales revenue of Jiaoyunshi Shuangcui products increased by 15 times year-on-year; The sales revenue of the personal care and home cleaning category increased by more than 110% year-on-year, while the sales revenue of the new category of hanging paper extraction increased by 220% year-on-year. Old domestic brands such as Tihuazhixiu and Lengsuanling achieved a threefold increase in sales revenue year-on-year with their high-quality and attractive products; The sales revenue of pet categories increased by over 200% year-on-year; The sales volume of Baijiu category increased by more than 100% year on year; Bedding sales increased by over 120% year-on-year; The payment order volume for mother and baby products exceeds 10 million, and the sales of mother and baby toys from brands such as LEGO have exceeded 50 million yuan; The sales revenue of men's clothing category increased by over 110% year-on-year, while trendy brands such as MEDM and WHOOSIS increased by over 500% year-on-year.
"From the first week of the promotion, overall consumption has achieved unexpected growth, and the platform's consumption potential will continue to be released during the upcoming hot selling period. Billion yuan subsidies will also be invested in more subsidy resources, continuing to benefit the supply and demand sides, allowing merchants to sell more goods and consumers to save more money." said the project leader of Pinduoduo's 618 promotion.