This year, Pinduoduo will invest a total of 4.5 billion yuan in consumer subsidies to promote consumption activities during the May 5th Shopping Festival. Users in Shanghai can receive various subsidy vouchers by entering the special area. On April 27th, at the launch ceremony of the 2024 International Consumer Season and the 5th Shanghai "May 5th Shopping Festival" jointly organized by the Ministry of Commerce, China Central Radio and Television Station, and the Shanghai Municipal People's Government, Pinduoduo co-founder Fan Jiezhen unveiled the user feedback "big gift package" prepared for this annual consumer festival.
The May 5th Shopping Festival is a landmark event in Shanghai to enhance the rebound momentum of the consumer market and build an international consumer city. As a new e-commerce platform growing locally in Shanghai, Pinduoduo has actively participated for five consecutive years and its investment has been increasing year by year.
In order to help the "May 5th Shopping Festival" gain popularity, this year Pinduoduo not only established an activity zone and collaborated with the Central Radio and Television Station (hereinafter referred to as the "Station") to carry out a special live broadcast, but also launched the platform's first "New Product Launch Season" activity, working together with well-known brands in categories such as home appliances, beauty, sports, stationery, food, etc., and striving to create a platform characteristic of the first launch economy.
"The 'May 5th Shopping Festival' is not only for Shanghai, but also for the whole country," Fan Jiezhen said. "We hope to establish ourselves in Shanghai and radiate to the whole country, so that consumers from all over the country can participate in this wonderful consumption feast."
"May 5th" special live broadcast with sales to welcome the opening of the "City of Flowers" favorite flowers
Last night, at the launch ceremony of the 5th Shanghai "55 Shopping Festival", the headquarters and Pinduoduo held a special live broadcast with the theme of "Pinduoduo Enjoy Life in Shanghai" with a subsidy of 10 billion yuan. CCTV hosts Zhou Yun and Guo Ruotian used Shanghai dialect to call on netizens in the live broadcast room to purchase and place orders.
Throughout the live broadcast, agricultural products were highly favored by users, with blueberries being a representative of the popular fruit on the internet.
According to Pinduoduo data, sales of blueberries on the platform have increased significantly since the beginning of this year, with a year-on-year growth rate of 300%. Among them, the order volume of Shanghai citizens has quadrupled compared to the same period in 2023. This enthusiasm was continued during the live broadcast, and before the host could recommend it, hundreds of boxes of blueberries had already been sold.
"Jiawo blueberries are not only sweet and juicy, but also contain various anthocyanins that can protect eye health." Guo Ruotian's words fell, and netizens placed orders one after another, with orders continuing to rise.
"The roses in Yunnan come in a variety of colors, not only with pleasant fragrance, but also to decorate rooms and entertain oneself. This flower was flown directly from Kunming planting base to Shanghai, which is more than 2000 kilometers away." The live broadcast lasted for half a journey, and Zhou Yun focused on promoting Yunnan fresh flowers, which were very popular.
In addition to the highly favored Yunnan specialty agricultural products supported by Shanghai, the platform's heavily subsidized international brands, "Shanghai brand" time-honored brands, trendy new brands, and other high-quality products also attracted widespread attention during the three hour live broadcast. Some brands even made a good start to online consumption during the preheating stage of the May 5th Shopping Festival.
For example, the well-known Yili brand received its first wave of dividends. On April 25th, the "Zhenxi Super Brand Day" event jointly created by Yili Cold Drink and Pinduoduo erupted. Through internal and external linkage and multi-channel traffic promotion, the daily sales of the store increased by more than 10 times compared to daily sales, breaking through the million yuan mark for the first time.
To enable consumers to upgrade their consumption more economically, Pinduoduo has invested a record breaking 4.5 billion yuan in consumer subsidies this year. In the past three years, Pinduoduo has invested over 12 billion yuan in consumer subsidies for the May 5th Shopping Festival.
At the same time, the platform has also set up themed floors such as "Shanghai Made Together", "Shanghai Good Agricultural Products", "Silk Road Cloud Products", "Matching Assistance for Good Goods Purchase", and "Green and Healthy Consumption" in the "May 5th Shopping Festival" activity zone, aiming to promote more high-quality products from home and abroad to connect with the Chinese consumer market and enhance the richness of high-quality supply.
Online concentration of "new" emotional values as new selling points
The May 5th Shopping Festival has entered its fifth year and gradually become the preferred schedule for domestic and foreign brands to launch, showcase, and showcase new products.
In order to help establish the "Shanghai First Launch" brand, Pinduoduo launched the "New Product First Launch Season" event for the first time during the May 5th Shopping Festival, covering categories such as home appliances, beauty, sports, stationery, and food.
Xiaomi, as one of the world's leading smartphone brands, participated in the May 5th Shopping Festival with Pinduoduo. "This not only helps Shanghai promote consumption and enhance brand influence, but also allows consumers to better enjoy the fun of technology," said Yu Peng, General Manager of Xiaomi's China E-commerce Department
On the evening of April 27th, Xiaomi selected four popular products in a special live broadcast featuring billions of subsidies, covering wearable and smart home categories, including two major scenarios: "people" and "home". One of the world's largest stationery manufacturers and a local enterprise in Shanghai, Chenguang Stationery, launched two products during last night's billion yuan subsidy live broadcast: one is the seven pen combination set that represents its advantages and strength in writing tools, and the other is the classic and best-selling Chenguang multifunctional photocopy paper.
"The 'May 5th Shopping Festival' has played a positive role in boosting consumer confidence and providing enterprises with a good opportunity for brand display and product promotion." Jiang Wei, the general manager of Chenguang Online Business, said, "The company plans to launch more than ten new products this year, including the Confucius Temple Blessing series exam set and the Golden List title series exam set. These products not only meet consumer needs in terms of functionality, but also provide more emotional value to candidates."
The classic Shanghai beauty brand, Baique Ling, with a 93 year history, has been continuously striving online in recent years. Last year, Baique Ling maintained sustained growth in Pinduoduo, with products covering more regions across the country.
In this year's "May 5th Shopping Festival", the "Multi effect Tightness" anti-aging series products specially customized and developed by Paquelin for Pinduo platform consumers have been launched in April. In the next two months, the "Soothing and Moisturizing" series products will be launched in succession, which focus on soothing, hydrating and moisturizing, so as to continue to make profits for platform consumers and strive for eye-catching consumption performance.
In addition, in the next two months, Heart to Heart, Peak, Special Steps, 361& Deg Brands such as Enzymes will also conduct new product launch activities on the Pinduoduo platform. According to the project leader, the platform should not only provide consumers with high-quality products, but also enable them to gain a sense of value and happiness from their purchases. "We will allocate billions of subsidies and other support resources for first-time new products, increase exposure to high-quality products, and create a novel, diverse, and healthy consumption experience."
Assist "Shanghai Brand" to Share Growth Dividends in Shanghai
As the first large-scale comprehensive consumer festival in the country, the May 5th Shopping Festival has become an important window for strengthening brand promotion both domestically and internationally.
Shanlin Food is an old brand of cooked food in Shanghai. As Shanghai enters the "Five Year Plan" period, online and offline preheating activities have begun. In the past week, the sales of Pinduoduo Shanlin Dahong Food flagship store have doubled. During last night's live broadcast of a billion yuan subsidy promotion, Shanlin Food launched a highly popular offline version of the same type of sausage. Jiang Shiyuan, General Manager of Shanlin Food E-commerce, said, "We hope to participate in the 'May 5th Shopping Festival' so that new Shanghai residents and more young people can know and understand our products, promote sales, and drive brand development."
The new force of domestic beauty and makeup, Ju Duo, has also affirmed the positive role of the "May 5th Shopping Festival" in brand display and sales promotion. The brand leader of Ju Duo stated that "the" May 5th "series of activities not only increased brand exposure, let more consumers know and understand our products, but also achieved a significant increase in sales through promotional activities." Shanghai's veteran chemical daily necessities manufacturer, Li Bai, participated in the platform's "May 5th Shopping Festival" for the first time this year, preparing a wide range of goods in six categories: powder, essence, soap, liquid, beads, and laundry aids, as well as the popular Li Bai Master fragrance series with exclusive specifications, fragrance types, and Li Bai underwear washing. Providing fragrant and other products to help improve the height of goods, and also preparing goods in advance, communicating and contacting logistics to ensure sufficient inventory and timely and rapid delivery, To provide high-quality services for consumers.
"The content of each May 5th Consumer Season is constantly innovating and enriching, not only continuously attracting the attention of Shanghai consumers and radiating the attention of surrounding areas, but also helping to lead the consumption trend, assist in consumption upgrading, promote regional growth, and bring positive effects to the growth of our brand voice and share. In the view of Zheng Yinning, the General Manager of Libai E-commerce, the Shanghai" May 5th Shopping Festival "is no longer just a city level shopping feast, but also a strategic measure for Shanghai to build an international consumer center city, promote consumption upgrading, and lead the new retail trend.".
This year, the May 5th Shopping Festival, which leads high-quality consumption, was launched at the end of April and ended at the end of June, running through multiple festivals such as Labor Day, Children's Day, and Dragon Boat Festival. High quality consumption is one of Pinduoduo's key tasks this year. Previously, Zhao Jiazhen, Co CEO of Pinduoduo Group, stated, "2024 is the Year of Consumer Promotion. We will continue to focus on serving consumer needs, enriching product categories and service forms, improving quality to price ratio, optimizing shopping experience, strengthening user engagement, and providing more opportunities for high-quality merchants who do business seriously to be seen and recognized by consumers, consolidating the positive cycle of the platform ecosystem."