On September 7th, the "2024 China Farmers' Harvest Festival Golden Autumn Consumption Season" activity jointly initiated by the Ministry of Agriculture and Rural Affairs, the Ministry of Commerce and other departments was officially launched in Tianjin. As a representative of e-commerce platforms, Pinduoduo has teamed up with the China Agricultural Film and Television Center to promote characteristic agricultural products from seven poverty-stricken counties, including Weiyuan in Gansu, to consumers through live streaming rooms, promoting local agricultural products to move from villages to cities.
Zhu Zheng, Senior Vice President and Chief Development Officer of Pinduoduo, delivered a speech at the launch event. Photo by Zhong Xingzhu
On the same day, Pinduoduo also partnered with 300000 agricultural merchants on the platform to launch the "Duoduo Harvest Pavilion", which comprehensively covers 500000 agricultural products such as vegetables, fruits, seafood, meat, poultry, eggs, milk, grain, oil, rice, and flour. Consumers only need to search for "Duoduo Harvest Pavilion" and "Harvest Festival" on Pinduoduo's website to easily purchase seasonal agricultural products from various regions, promoting consumption and celebrating the harvest together with over 1000 agricultural belts across the country.
During the Harvest Festival, Pinduoduo will also invest 1 billion yuan in subsidy funds and 2 billion yuan in traffic resource packages to support new quality agricultural merchants, further improving the quality and efficiency of agricultural products, promoting direct connection between agricultural production areas and national consumer dining tables, and continuously enriching the "rice bags," "vegetable baskets," and "fruit plates" of consumers.
Pinduoduo is accelerating its transformation towards high-quality development, and agriculture is an important foothold for the platform to achieve this goal. In the process of promoting the upward trend of agricultural products, Pinduoduo continuously increases resource investment, enhances the market competitiveness of agricultural products, and brings consumers more high-quality, fresh, and healthy agricultural product choices, while also promoting the sustainable development of the agricultural industry.
Agricultural products from various regions have landed at the "Duoduo Fengshou Hall", and sales of Xinjiang white salmon have become popular
Recently, agricultural products from all over the country have experienced a bountiful harvest season. Iron stick yams from Wen County, Henan, kiwis from Zhouzhi, Shaanxi, Huili pomegranates from Liangshan, Sichuan, hairy crabs from Yangcheng Lake, Jiangsu, and honey pomelos from Pinghe, Fujian have all landed at the "Duoduo Harvest Pavilion".
In Wen County, Jiaozuo City, Henan Province, Pinduoduo merchant Ma Weimin's iron rod yam has entered the harvest season. Compared with last year, the production of iron rod yam planted by Ma Weimin has increased by 40% this year, which has also driven more local farmers to join the industry chain of planting, harvesting, and sorting yam.
Iron rod yams that have been sorted in Ma Weimin's warehouse. Photo by Ma Bin
Previously, due to wholesalers controlling the sales channels and market conditions of iron rod yam, farmers did not have a bargaining advantage. Now, through Pinduoduo, we can bypass intermediaries and sell directly to the whole country. Platform information can also help us grasp the market situation in a more timely manner and adjust the scale of yam planting in a timely manner. "Ma Weimin introduced that Wenxian yam has just been launched, and the daily average sales of personal stores have reached nearly 300 orders, which has increased significantly compared to last year. It is expected that the concentrated harvesting period until October will be even more considerable.
In Zhouzhi County, Shaanxi Province, the local kiwi fruit has just been launched, and the production is expected to increase by 20% compared to last year. Pinduoduo merchant Li Wei's store has reached an average of 6000 orders per day. Pinduoduo has a fast growth rate, simple and efficient promotion tools, and lowered the operational threshold for merchants. We are very confident in this year's sales. According to Li Wei, in order to bring green and healthy kiwifruit to consumers, local merchants have started to strictly control the quality from the planting end, without using pesticides or ripening, and only pick it after it is naturally ripe.
Pinduoduo launches "Duoduo Harvest Pavilion" on September 7th
Since last year's outbreak, the popularity of aquatic products in Xinjiang has remained high. Since the beginning of autumn this year, the sales of fish and shrimp originating from Xinjiang have doubled compared to last year, especially the sales of high white salmon, which continue to be popular. Liu Jiang, a seafood merchant from Pinduoduo, said that high white salmon is mainly produced in Sailimu Lake, Xinjiang. Due to its growth in cold water rivers and lakes at high latitudes, the meat is white, tender and fresh, and it is highly favored as soon as it is launched.
According to Liu Jiang, the price of high white salmon in Sailimu Lake is relatively high, but there is a considerable group of high priced consumers on Pinduoduo who have higher requirements for the quality and growth environment of fish. Xinjiang is vast and sparsely populated, with low fish and shrimp farming density and good growth environment. He personally owns a 500 acre fishing ground in Yili, and the output is now in short supply.
In order to enable consumers to taste fresher "top-quality fish", Liu Jiang has always adhered to the principle of "catching and killing on the spot", recording the slaughter, cleaning, and packaging process of each high white salmon and sending it to customers. In addition, Liu Jiang has also upgraded the logistics. After catching high white salmon in the production area, it is immediately subjected to air freezing treatment and then transported to Urumqi by air to various parts of the country on the same day. "Users in first and second tier cities can receive their orders as soon as the next day. At Liu Jiang's Pinduoduo store, there are many repeat customers who have "tried 3 times" or "tried 6 times".
It is reported that the "Duoduo Harvest Pavilion" covers various agricultural products from vegetables and fruits to seafood, meat, poultry, eggs, milk, grain, oil, rice, and flour. It directly connects high-quality agricultural products from over 1000 agricultural belts to consumers across the country, meeting their demand for healthy and fresh food.
Despite facing fierce market competition, Duoduo Harvest Pavilion has achieved significant results in promoting agricultural modernization, increasing farmers' income, and optimizing the supply chain. For businesses, this not only promotes the sales of agricultural products, but also helps to enhance the visibility of agricultural brands.
Pinduoduo increases investment in the golden autumn consumption season, investing 1 billion yuan to support new quality farmers and businesses
On September 7th, the "2024 China Farmers' Harvest Festival Golden Autumn Consumption Season" event was officially launched in Tianjin. At the launch ceremony, Pinduoduo and China Agricultural Film and Television Center jointly created a live broadcast room. Representatives from five key counties for rural revitalization, including Pingquan City in Hebei Province, Laifeng County and Longshan County in Hubei Province, Leishan County in Guizhou Province, and Weiyuan County in Gansu Province, as well as nearly 10 representatives from relevant agricultural associations, cooperatives, and agricultural enterprises in the Beijing Tianjin Hebei region, entered the interview live broadcast room.
Zhu Zheng, Senior Vice President and Chief Development Officer of Pinduoduo, stated at the event that during this year's Harvest Festival, Pinduoduo will also invest 1 billion yuan in subsidy funds and 2 billion yuan in traffic resource packages to support new quality agricultural merchants, increase promotion efforts for high-quality agricultural products, and focus on improving the efficiency and quality of agricultural product listing from eight aspects, including brand benefiting agriculture, consumer enriching agriculture, and technology strengthening agriculture, to continue to benefit both supply and demand sides.
In addition to the interview live broadcast room, on that day, 5 high-quality anchors from China Agricultural Film MCN and Pinduoduo walked into the "Duoduo Live Broadcast Room" to promote a total of 8 live public welfare sales of characteristic agricultural products from 7 assistance areas and the Beijing Tianjin Hebei region. The live broadcast lasted for 15 hours, covering categories such as grain and oil seasonings, traditional supplements, famous Chinese and foreign wines, dried meat and seafood. This means that agricultural products can be directly connected from the production area to consumers' dining tables, reducing intermediate links and improving efficiency.
Ning Qiwen, Secretary of the Party Committee and Director of the China Agricultural Film and Television Center, stated that China Agricultural Film and Pinduoduo, the largest agricultural product upstream platform in China, have jointly built a live broadcast room to solicit high-quality agricultural products from poverty-stricken counties for on-site live promotion. With the support of e-commerce, they aim to enrich farmers and assist them, promote the high-quality development of rural e-commerce, and stimulate the vitality of the national agricultural product consumption market.
Five representatives from key counties for rural revitalization entered the Pinduoduo live broadcast room to "endorse" local specialty agricultural products. Photo by Chen Zhuozhen
In recent years, Pinduoduo has continued to delve into the front-end of agricultural production, utilizing its platform advantages to help science and technology institutes smoothly connect their agricultural research achievements with the national market.
It is reported that on September 19th, Pinduoduo will collaborate with CCTV News to invite teachers and students from science and technology institutes from all over the country to gather at Erhai Lake in Dali to build a large collection of agricultural products from science and technology institutes. Agricultural experts, scholars, and internet celebrities will be invited to the Pinduoduo live broadcast room to showcase the scientific research achievements of science and technology institutes. At that time, the latest agricultural research and improvement achievements of agricultural and animal husbandry products, including bamboo shoots, seabuckthorn, pomegranate, beach sheep, and lion headed goose, will be met with netizens from all over the country in the Pinduoduo live broadcast room.
It can be seen that Pinduoduo's high-quality development strategy has entered a stage of deepening development. The platform continues to be guided by consumer demand, continuously increasing support for high-quality merchants and brands, upgrading logistics, after-sales and other service experiences, and bringing benefits to both supply and demand sides.
In addition to the above measures, Pinduoduo also promotes the faster integration of 100 agricultural belts across the country into the cloud through projects such as the "Nongyun Action", creating a more resilient and competitive digital agricultural belt. These actions include maintaining the "zero commission" policy for agricultural products, promoting the "multi person team" model, connecting with high-quality supply chains, providing end-to-end agricultural product upstream infrastructure services, aiming to address the pain points of talent, quality control, and brand building faced by the agricultural industry belt, and promote the improvement of the agricultural industry chain and value chain.
In the second quarter, Pinduoduo's "Nongyun Action" successively went deep into the fields of major agricultural production areas, promoting seasonal fruits such as Xianju Yangmei, Guangdong Litchi, Shandong Cherry, Yangshan Honey Peach, Xinjiang Hami Melon, etc. to leave villages and enter cities, and continuously promoting the brand of production areas through billions of subsidies, flash sales, and ten thousand person teams.
In mid May, during the new season of lychee, due to weather conditions, lychee production in Guangdong, Hainan and other regions decreased significantly. Varieties such as Feizixiao reduced production by nearly 40% year-on-year, and market prices increased several times. Pinduoduo's "Nongyun Action" joined forces with local lychee producers to actively promote billions of subsidies from the source, and helped consumers achieve lychee freedom through large subsidies and full cold chain measures.
As a new e-commerce platform with mud on its legs, Pinduoduo insists on being a service provider for China's agriculture, rural areas and farmers. It will continue to take root in agriculture, actively enter the market in building production and sales docking platforms, promoting and assisting agricultural brands, promoting the consumption of high-quality agricultural products, and increasing farmers' income. It will persist in long-term investment and grow together with Chinese farmers and agriculture, "said Zhu Zheng.