On October 11th, five customized plugs from the old domestic brand Bull were selected for the "Super Double Subsidy" campaign with a subsidy of billions from Pinduoduo. They quickly sold out in a short period of time, which also made Bull's opening on November 11th a success.
These 5 product inserts are new quality products launched for Pinduoduo users. They have just been launched, and our expectation is to achieve two or three times the growth. However, we did not expect the actual sales to increase by 12 times compared to September, and we were unable to replenish them in time, "said the person in charge of Bull.
Bulls are not an isolated case. Many brands quickly opened up their market through Pinduoduo in the early days of November 11th. Xiaoxiong Electric, Axe Jiaqing, and Into YOU Beauty developed new quality products based on Pinduoduo's user attributes and discovered incremental growth in emerging markets on the platform; Jiapei kiwifruit and Zhengda raw edible eggs have achieved tens of times growth with the help of billions of subsidies for "super doubling subsidies".
After the start of this year's big promotion, Pinduoduo launched the "Super Double Subsidy" campaign with a subsidy of billions of yuan, focusing on supporting a group of new quality brands with innovative capabilities in products, technology, etc. As the big promotion enters its peak period, the second round of "Super Double Supplement" will also be launched on October 28th, and more merchants and brands will usher in a sales peak.
Domestic products accelerate the layout of new quality products, with some merchants experiencing a 200% increase in sales
As a domestic brand with nearly 30 years of history, Bull established a customized strategy for new quality products at the beginning of its layout in Pinduoduo.
As early as 2021, Bull launched hundreds of new high-quality products on Pinduoduo, achieving a doubling of sales compared to before. It is estimated that by 2024, the Bulls will continue to maintain a doubling growth momentum on Pinduoduo, with a significant portion contributed by new quality products such as wiring boards and wall switches.
The 5 best-selling power strips in this "Super Double Supplement" event have achieved a more flexible pricing strategy by adjusting their appearance and wire length. The wire length of these new quality inserts is 1.5 meters, slightly shorter than the regular model. The regular model has a more rounded shape, while the new quality inserts have a simpler shape, so the overall cost-effectiveness is higher and more suitable for the needs of Pinduoduo users
During the big promotion period, the Bull series products fully participated in the billion dollar subsidy activity.
In addition to the new quality products that cooperate with the platform, Bull has also found that the brand's new products have a very good conversion rate on Pinduoduo.
From young people in first and second tier cities to middle-aged and elderly people in counties, urban and rural towns, Pinduoduo has covered the widest range of people who are familiar with Bulls. Therefore, whether it is our classic socket products or Bulls' new products, they can quickly explode on Pinduoduo, which also gives us the confidence to try new product categories, "said the person in charge of Bulls.
In 2022, the Bull operations team discovered that new digital 3C accessories such as USB data cables and charging heads had achieved several times the sales growth on Pinduoduo, so they made Pinduoduo a key platform for developing new products. Last year, the group's key research and development products such as charging piles also became hot selling products on the platform. In addition to this year's strategic products such as LED energy-saving lamps, many of Bull's new products have been validated first on Pinduoduo.
Like the Bulls, the performance of the 11.11 domestic old brand Axe was also extremely impressive. From October 11th to 17th, after participating in the "Super Double Supplement" activity, sales of Axe's household cleaning products increased nearly tenfold compared to the previous period.
As a new force of domestic brands, Little Bear Electric has also tasted the dividends of new quality products on Pinduoduo.
On the eve of the big promotion, Little Bear Electric Appliances has two customized new products - a health pot and an electric kettle, and has signed up for the "Super Double Supplement" activity. After adding billions of subsidies, the sales volume of the product increased by 7 times and 9 times respectively compared to the previous period, and Xiaoxiong Electric Appliances also ushered in the first round of explosive promotion as a result. The relevant person in charge stated that thanks to the high exposure and sales brought by the "Super Double Supplement", it is conservatively estimated that Little Bear Electric will achieve a 30% growth on Pinduoduo on November 11th this year.
In 2022, a new 5L capacity visual air fryer under Little Bear Electric launched with a subsidy of billions, and its daily sales skyrocketed 10 times compared to the previous year, driving the monthly sales of this product to approach the 10 million mark and becoming Little Bear Electric's first super product. As a result, Little Bear Electric has established a strategy for new quality products on Pinduoduo.
The initial target customer group of Little Bear Electric was first and second tier users. After several outbreaks of new quality products on Pinduoduo, the company found that as long as mature product categories were slightly adjusted, it was highly likely to be favored by a wider range of Pinduoduo users, which also filled the gap in Little Bear Electric's county-level market.
Our mature products have been validated in first - and second tier markets, while users in third - and fourth tier cities may be more concerned about price, material, and color, so even slight adjustments to the product will continue to explode, "said the person in charge." Taking rice cookers as an example, users in first - and second tier cities prefer light colors such as white, but county-level users prefer dark colors such as black
In the field of beauty, the emerging beauty brand Into YOU places more emphasis on developing new users such as urban white-collar workers and avant-garde girls. It has also launched its annual new product, Velvet Mirror Light Lip Glaze, on Pinduoduo, and achieved a 200% increase in sales through platform activities such as billions of subsidies and ten thousand person groups.
Three years ago, when Into YOU first joined Pinduoduo, it focused on lip products and quickly seized the resource position of the billion yuan subsidy channel through single products and gifts. In just three months, it achieved a breakthrough in sales from 0 to millions, firing the first shot of the brand's layout in Pinduoduo.
▲ Into YOU lip gloss products participate in the "Billion Double Supplement" activity.
In the second half of 2023, Into YOU began to match products for core users aged 18 to 30 on the Pinduoduo platform, customizing four new quality items including fingertips, refractions, concentrates, and gels. After half a year of operation, the sales of new quality items increased three times compared with the previous ones, and successfully overtook at the corner of the Pinduoduo "lipstick lipstick" category. In October this year, the INTO YOU actress lip mud rushed to the top of this category, with a cumulative sales of nearly 300000 pieces.
At present, many new domestic brands in various categories have achieved a good start in 11.11 sales on Pinduoduo. The sales of home appliances such as Zhumi, Vidda TV, and Xiaomi TV increased by 778%, 699%, and 164% respectively compared to the previous period; The sales of beauty and personal care products such as Kefumi and L'Oreal increased by 442% and 385% respectively compared to the previous period.
Super Double Supplement "Ignites Super Single Product, Merchants Sell 600000 Eggs a Day
Before the big promotion, several fresh food brands such as Zhengda and Jiapei unanimously made the billion yuan subsidy their main battlefield of operation.
In August of this year, a raw edible egg under CP was selected for a subsidy of billions, and its sales doubled to tens of thousands of boxes in a short period of time. During the big promotion period, the egg became a "super double subsidy" product, with a daily sales volume of 600000 eggs after adding billions of subsidies. Roughly estimated, within just three days of the launch of "Super Double Supplement", the sales revenue of Zhengda's raw edible eggs increased by 1.9 million yuan month on month, and increased by more than 2 million yuan compared to the same period last year.
As a traditional brand, Zhengda's advantage lies in offline channels, and the timing for launching efforts in the online market is not too early. Therefore, in the first year of its layout, Pinduoduo opened up the situation through single product eggs, which also made the channel manager of Zhengda Group Pinduoduo quite pleased.
In his opinion, Pinduoduo has the widest user base, and fresh food categories such as eggs, as daily necessities, have obvious price advantages after billions of subsidies, and consumers can quickly perceive them, thus opening up the online market in the fastest way possible.
Consumers are often the most sensitive to the price of essential goods, and the billion yuan subsidy has a simple gameplay and a large subsidy intensity. Although we entered the market not too early, we have also achieved a turning point overtaking, "said the person in charge.
▲ Zhengda can launch raw eggs on Pinduoduo, with billions of subsidies for "super double subsidy"
With the support of activities such as "Super Double Supplement", as of mid October, the sales of the single product "Only Raw Eggs" under CP have reached millions of yuan. As the big promotion enters its explosive period, relevant officials estimate that this number is expected to double in November.
This year, our sales target on Pinduoduo is also to double. To achieve this, we will also invest in advantageous products such as Thai prawns and offer more favorable prices. We believe that by subsidizing these products with billions of dollars, they can also become super products, "added the channel manager of Pinduoduo of CP Group.
Like Zhengda, the globally renowned kiwi fruit brand Jiapei has also focused on the platform's billion dollar subsidy campaign. According to the person in charge of Jiapei E-commerce, nearly 70% of the company's annual sales revenue of tens of millions in Pinduoduo comes from subsidies worth billions.
After more than 20 years in China, Jiapei has become a well-known brand, so on the one hand, our natural traffic on the billion yuan subsidy is also considerable, and on the other hand, the billion yuan subsidy has also allowed us to gain a wider customer base. Jiapei's sales are expected to double this year, "said the e-commerce manager of Jiapei.
It is reported that during the Mid Autumn Festival just past, the sales of Jiapei in Pinduoduo ushered in a new round of outbreak, and the daily sales of single kiwi doubled to hundreds of thousands of yuan. After landing on "Super Double Supplement" in October, the sales of Jiapei kiwi fruit skyrocketed 11 times compared to the previous month.
In addition to Zhengda and Jiapei, multiple top brands in the fresh food category have also experienced explosive growth during the same period. The sales of Silver Heron, Haitian Soy Sauce, Three Squirrels Snack, and October Rice Field Rice increased by 47 times, 33 times, 11 times, and 8 times respectively compared to the previous period.
In the early stages of this major promotion, brands in other sub categories also performed well. From October 11th to 17th, the sales of digital products such as Maicong mouse and keyboard, Huanyin solid-state drive, and Huike monitor surged 42 times, 19 times, and 18 times respectively compared to the previous period; The sales of mother and baby products such as DeYou wet toilet paper, Snow Bear, and Babycare increased by 248%, 221%, and 214% respectively compared to the previous period.
In addition to the billion yuan subsidy, in mid to late August, Pinduoduo launched a package of support plans called "billion yuan reduction and exemption", which also benefited the top brands mentioned above.
Bulls stated that since the platform returned the promotion fee red envelopes in late August, it is roughly estimated that the amount of red envelopes received has reached as high as 50-600000 yuan. Bulls once calculated a set of data internally, and as a result, the cost of a single click on a link for customers decreased by 11%. After the platform lifted the merchant's appeal authority for abnormal orders, Jiapei's appeal approval rate reached 60%, and it also indirectly increased monthly income by tens of thousands of yuan.
Several brand executives have stated that it can be seen that the platform is continuously positioning high-quality merchants, which has given them more confidence to sprint towards 11.11.