Although living standards are getting higher and shopping is becoming more convenient, the habit of Chinese people hoarding goods and carrying large and small packages to their homes before the Chinese New Year has not changed to this day. After a busy year, everyone still wants to stay at the end of the year to celebrate the traditional Spring Festival, feel the joy and abundance, rest well, and accumulate energy for the coming year.
The New Year's Goods Festival caters to the needs, allowing consumers to enjoy the convenience of online shopping while also experiencing the rich flavor of the year.
In early January, Pinduoduo officially launched the 2024 Annual Goods Festival. During this period, the platform collaborated with thousands of landmark production areas in various provinces and cities across the country, selecting millions of high-quality merchants to safeguard "Duoduo Good New Year Goods" from the source of supply. This year's supply of New Year's goods has become more abundant, ranging from landmark products to "county mayor recommendations", and then extending to direct procurement of top-notch goods in various regions around the world, offering a wide range of options and facilitating one-stop shopping for 900 million consumers in Pinduoduo.
As of this year, the goods festival has been going on for a week, and the person in charge of Pinduoduo stated that sales have increased to varying degrees in various categories, including fresh fruits, nut pastries, alcoholic beverages, home department stores, beauty clothing, digital appliances, and more. Among them, high-end fresh products such as Dandong strawberries, cherries, and emperor crabs have seen significant sales growth in the past week.
The Pinduoduo 2024 Goods Festival will continue until January 28th. The above person in charge stated that during the event, they will continue to provide "zero commission" for fresh agricultural products, tilt in resources and red envelope discounts worth over 3 billion yuan such as "billion yuan subsidies" and "ten thousand person groups", fully leverage innovative consumption models such as "multi person groups", and continue to meet the annual goods needs of urban and rural consumers.
Ensuring high-quality consumption during the Chinese New Year holiday
Search for "New Year's Goods Festival" on the Pinduoduo client and click to enter the main venue of the promotion. After entering the venue, you can receive coupons and also have the opportunity to receive a 288 yuan promotion coupon. In addition, there are activities such as smashing golden eggs, three order challenges, and hourly coupon grabbing set up in the venue.
While strolling through Pinduoduo, Xiaohan noticed that the "New Year's Goods Festival" had begun again. She felt a bit dazed, realizing that the Spring Festival was approaching.
After graduating from graduate school and returning to China, Xiao Han has been working in Beijing for five years. Her home is in Xuchang City, Henan Province. She is usually busy with work and only goes back once during the Spring Festival. In order to show filial piety to her parents and reassure them, she always buys things and sends them home from time to time, especially during the "New Year's Goods Festival".
Last year, Xiaohan bought milk powder, lotus root powder, nut snacks, oranges, strawberries and other fruits for the middle-aged and elderly, health care products for his father, and skin care products and facial mask for his mother. At that time, every day, my family would receive a "feed" from Xiao Han. Every time I received a delivery, my family would call her and ask her not to buy anything again. However, Xiao Han knew in his heart that his parents were still very happy.
Xiao Han's parents did not have the habit of buying fresh meat online, but they were amazed by the taste and flavor of the lamb rolls and coconut chicken that Xiao Han bought. "My parents have changed their impression of buying fresh meat online," said Xiao Han.
This year's New Year's Festival, Xiao Han strolled around Pinduoduo. In addition to the common New Year's goods in the past, she also wanted to buy cherries and seafood for her parents to taste. In addition, she also bought a sports bracelet and a massage device.
Cherry is a popular imported fruit in recent years. Wang Pengfei, the head of Pinduoduo Junli Fruit Flagship Store, only sells Chilean cherries in his store. He believes that the reason why cherries have become popular in recent years is because they are small and easy to eat. The production season coincides with the New Year and traditional Chinese New Year, while cherries themselves are red and very festive.
Since January, the quality of cherries has improved compared to the initial shipment period in December last year. In order to ensure the quality and specifications of cherries, Wang Pengfei strictly follows the process of shipping them in their original containers from Chile by sea to Shanghai, and also comes with a graduated ruler during delivery to facilitate consumers in measuring the size of cherries.
During this New Year's Goods Festival, the Pinduoduo platform provided on-site resources and red envelope discounts worth over 3 billion yuan, such as "10 billion yuan subsidies" and "10000 person groups", and provided genuine discounts and subsidies for agricultural products. For Wang Pengfei's store, the popular 5-pound 3J/4J package during the Chinese New Year holiday is priced at 190+yuan after receiving a 3J subsidy and 200+yuan after receiving a 4J subsidy.
After the start of the New Year's goods festival, the sales of cherries were very impressive, and the daily sales of the store exceeded a thousand orders. Wang Pengfei did not want to disappoint the trust of consumers. "It's time for the Chinese New Year, and being able to deliver every order well to consumers before the New Year, so that they can rest assured, can also be considered as fulfilling the contract with consumers," he said.
In addition, this year's Pinduo International Goods Festival also features many popular brands participating. Three Squirrels, a leisure snack brand, accounted for 30% of the annual sales during the Chinese New Year holiday. "Compared to products of the same price range on other platforms, our Pinduoduo has a higher weight, a larger number of gift package combinations, and a higher cost-effectiveness," said the manager of the Three Squirrels store.
Pastry brand Master Bao is participating in the New Year's Goods Festival for the first time. Master Bao's pastries are delicate in taste and delicate in Dim sum. The selection of materials and craftsmanship are very sophisticated. Before the products are launched, they need to go through layers of product selection checks. They are well known among young people in the first and second tier cities. In 2022, Master Bao joined Pinduoduo.
For the first time participating in the New Year Festival, Master Bao came prepared and specially customized a "box of pastries" gift box, including popular pastries such as egg yolk pastry, raisin pastry, and jujube paste soft pastry. He also prepared 50000 pieces for the New Year Festival. "This box of pastry gift box is priced at around 90 yuan on the friend platform, and the lowest price on Duoduo can reach around 60 yuan." The store manager said, hoping to allow more consumers to enjoy delicious pastries.
In addition, top products directly harvested from around the world, such as American pistachios, Norwegian Arctic cod, Argentine red shrimp, and Irish bread crabs, have also entered Pinduoduo's annual inventory, helping consumers taste global delicacies in one stop.
Argentine red shrimp, distributed in the southwestern Atlantic, Brazil, and the eastern coast of Argentina. The ecological habits of Argentine red shrimp belong to the nearshore warm water species, usually inhabiting the muddy or muddy seabed at a depth of 2-25m.
According to Xiao Xue, the head of the first seafood market at Pinduoduo Seafood Merchant, the store's red shrimp is shipped directly from Argentina, minus 20&amp# 8451; Cold chain full process guarantee. Control costs in logistics and warehousing, and provide affordable services to consumers as much as possible.
The New Year's Goods Festival continues to assist and enrich farmers
In Shen County, North China Plain, Shandong Province, Aunt Gu learned to use Pinduoduo under the guidance of her daughter. When she was young, Aunt Gu's family was not wealthy, and there were not many options for county New Year goods. This year, when she was browsing New Year's goods from all over the world and was asked what she wanted to buy, Aunt Gu casually replied, "Buy what you like." She heard that Harbin has become popular recently, so she bought Harbin's red sausage to taste, as well as other landmark agricultural products.
In order to further serve rural revitalization and respond to the call for "digital commerce to promote agriculture", Pinduoduo announced the launch of the "Agricultural Cloud Action" in 2023, focusing on investing advantageous resources to promote the faster integration of 100 agricultural belts nationwide into the cloud, and creating a more resilient and competitive digital agricultural belt.
The New Year's Goods Festival is an extension of the "Agricultural Cloud Action". Every year during the New Year's Goods Festival, Pinduoduo collaborates with over 1000 high-quality agricultural production areas and numerous well-known agricultural and sideline product brands in various provinces and cities across the country, selecting millions of high-quality merchants to provide support for "Duoduo's good New Year's goods" from the source of supply, such as Gannan navel oranges, Jinhua ham, Harbin red sausage, and Guangxi ballet.
Ha Rou Lian Chuang was founded in 1913 and has a history of 111 years. Compared to other types of sausages, Ha Rou Lian Red Sausages are authentic Harbin red sausages that do not contain chicken or duck meat, but only pork and beef as raw materials. The starch content is less than 7%, and the authentic Harbin red sausages are sliced thin and will not break in half. The frozen taste will not change.
In 2022, Ha Rou Lian joined Pinduoduo. Compared to before joining Pinduoduo, the consumer group was mainly concentrated in the senior middle class of first and second tier cities. After joining Pinduoduo, the audience is wider and the coverage is wider. Consumers in rural areas can also enjoy authentic Harbin red sausage.
Last year, Ha Rou Lian participated in the Pinduo Years of Goods Festival and sold over 50000 orders per day. Since joining, Pinduoduo's sales account for 25% of the overall sales of Ha Rou Lian, injecting new vitality into the century old brand.
Ganzhou, Jiangxi is known as the "World Orange Township", where almost every household grows several acres of navel oranges. Navel oranges are landmark fruits with a fresh taste, and "Gannan navel oranges" are renowned throughout the country.
Liu Bin's hometown is in Shicheng County, Ganzhou City, and he is 33 years old this year. He was interested in e-commerce during his college years, and in 2010, he returned to his hometown with the intention of starting his e-commerce career at home. After studying the local industry, he put his hometown's navel oranges online for sale in 2014.
At first, he only collected navel oranges near the county town, but gradually expanded to surrounding towns. "At that time, it was also a period of internet dividend, as long as the price and quality were good, it could be done," Liu Bin said. His familiarity with his hometown led him to decide to delve deeper into the fruit industry.
He opened a "Yipin You" fruit store at Pinduoduo, and the sales were at their peak, with annual sales exceeding 100 million yuan. He also expanded the fruit category to include mangoes, pomegranates, etc., no longer limited to local markets, but national products.
This winter, navel oranges have the biggest harvest in recent years.
He participated in this year's Pinduoduo New Year's Goods Festival, hoping to seize the flow of platform subsidies. Every day in his circle of friends, ripe oranges on the orange tree are exposed to the sun, with golden fruits hidden among green leaves, which are very tempting.
"It's almost Chinese New Year, and we want consumers to get delicious fruits, feel satisfied, and have a good New Year," said Liu Bin.