Pinduoduo starts the "Super Agricultural Fair Festival": invested 1.5 billion resources in 24 days, helping to accelerate digitalization in nearly 2,000 agricultural zones

Plant picking, picking grapes, down autumn pear; eating crab, drinking tea, and playing jujube. On August 21, the end of the autumn and summer, Pinduoduo launched the "Super Agricultural Fair" with a "online duration" in a timely manner, spanning the important solar terms of the two "spring and autumn" of the summer and white dew, covering 200,000 in the country. Agricultural products, over 100,000 agricultural stores.

From now on, from north to south, from Liaoning Panjin Rice, Shandong Qingdao prawns, to Jiangxi Wannian Gongmi, Guangxi snail powder, Yunnan Erhai Pu'er tea, Binchuan soft seed pomegranate; from west to east, from the westchang sun in Sichuan Shaanxi Dali Dongzao, Zhouzhi Kiwi, to the Yangtze River Delta hairy crabs, Fujian Pinghe honey pomelo ... Many high -quality origin agricultural products will usher in the home of their sales at home.

Since August 2019, Pinduoduo has held the Agricultural Fair for four consecutive years. The radiation production area has expanded from 500 in 2019 and more than 1,100 in 2021 to nearly 2,000 today. This year, the "Super Agricultural Festival" will always insist on the "zero commission" of agricultural products, leveraging the support resources of the 10 billion subsidies, 10,000 people, live broadcasts and other channels and search. The live broadcast of agricultural assistance in nearly ten counties (cities) in Hubei, Yunnan and other provinces, drove the sales of superior agricultural areas, and enhance the reputation and influence of brand agricultural goods and landmark agricultural products.

From the "Super Agricultural Festival" as the starting point, in the second half of the year, on the basis of citrus, apple, mango and other "super single products", the platform will also build a number of sales of more than 100 million sales around pomegranate, grapes, kiwi, hairy crabs and other categories "Super Agricultural" with a faster brand.

▲ Pinduoduo has held a big promotion of agricultural goods festivals for the fourth year. Users can enter the special page as long as they open the Pinduoduo App and search for the "Agricultural Fair Festival".

"Good agricultural goods must not only produce, but also sell them. We start with farmers and promote the large -scale 'production and consumption docking' of high -quality agricultural products in the model of" farmland cloud ". The annual agricultural festival is one of the effective starting points. "The person in charge of the Pinduoduo Agricultural Festival said that this year will invest 1.5 billion resources for the Agricultural Fair Festival, and support the" Nanguo Bei Grain ". , Help farmers, consumers and merchants share the joy of autumn harvest.

Create a batch of "super agricultural goods"

Seeing red dates in the summer, the autumn equinox was cleaned. In late August, the winter jujube, as writer Lu Yao described, was "shining red and bright light between yellow leaves and green leaves."

"I'm ready for jujube!" This year, the 27 -year -old Yang Dong once again sent him from the snack to the Da Lid Lidong jujube to the main venue. Infinite expectations. In the last season, he sold nearly 1 million pounds of winter jujube in Pinduoduo.

Xiao Yang's winter jujube was selected for the Agricultural Fair twice, not only because it was a small -scale landmark product. He graduated from the aircraft machinery and used all the skills he learned to the jujube. Sorting these "small golden eggs" was as strict as inspecting the aircraft. "In this way, our jujube can 'take off' and fly to all parts of the country." Yang Dong said.

▲ From the tip of the tree to the tip of the tongue, the "Xichang Grape" will land on the fourth agricultural festival of Pinduoduo, and at a affordable price, let the thousands of households be delicious. Weijiang | Photo

In the Land of Bashu, Sichuan -Chongqing Mountain goods are also waiting for the blessing of the agricultural festival. "This year, we are preparing. The" Xichang Grape "landmark involved 24 towns and villages under the jurisdiction of Xichang City. All of us have adopting or fixed parks. As long as the order comes, we immediately arrange picking and delivery to ensure that it is guaranteed to ensure that Send this fresh sweet from the tip of the tree to the tip of the tongue. "As an agricultural agent, Zheng Lei sold the famous grape stars in Pinduoduo in Pinduoduo, Sunshine Rose.

This is a native to Japan. In the past, it was rarely sold in the domestic market and expensive. And when it is cited to Xichang, which is cited to "God's grapes and eats", it grows in mountainous areas with sufficient light and heat resources, small temperature differences, and less insect pests. In recent years, with the help of the upward channel of "buying+direct hair" and the support of 10 billion subsidies, this Xichang grape "sweet" has become the national fruits loved by ordinary families.

Unlike well -known production areas such as "China Zao Township" Dali and "China Late Ripe Grape Hometown", such as Xichang, Yunnan Binchuan is the first time to participate in the "New Molic" area to participate in the agricultural goods festival this year. It is located in the Jinsha River dry hot river valley, and the sunny roses produced by Binchuan are sweet and delicious. After the successful "fighting" in Sichuan, will Binchuan become the next way? In order to help Binchuan pomegranate "sell nationwide", during the agricultural festival, Pinduoduo will land a series of measures such as the live broadcast of farmers and the tilt of resources.

According to the person in charge of the "Agricultural Festival" of Pinduoduo, the "Super Agricultural Fair Festival" is the beginning of the peak season of online sales of agricultural products in the second half of the year. As a starting point, the platform will be targeted at pomegranate, grapes, kiwi, hairy crabs and other categories. , Stable quality and good reputation areas to create a group of "super single products" that should sell over 100 million yuan and grow rapidly. Because the "fight" model can gather and stimulate the needs from the two dimensions of time and space, it is prone to explosive agricultural goods. As of the end of 2021, the number of agricultural products with an order volume of 100,000+ Pinduoduo platform has exceeded 6,000. More than 50 agricultural products with a sales volume of over 1 million are reached, and a number of "small production areas" fruits have become national fruits.

Live broadcast of agricultural goods: cracking consumer trust problems

On the road to creating "super agricultural goods", the live broadcast of agricultural goods is playing an increasing role. "Welcome tea friends to the live broadcast room. Today is the special session of" Jingmai Dashu Tea "." On August 19th, Li Yuping in the live broadcast lens introduced to netizens, while holding the hot tea cup to everyone while introducing it. exhibit. Although it is the off -season of the traditional tea industry, Li Yuping's live warehouse is hot. As the first live broadcast merchant participating in the "Super Agricultural Festival" this year, their team prepared multiple high -quality products of multiple categories in advance.

Yunnan Erhai is a well -known tea -producing town in the world. The authentic Erhai Pu'er is much higher than ordinary agricultural products. "How to convince consumers to believe me?" This was the difficulty of selling Pu'er online for Li Yuping, and the live broadcast made her gain the trust of users little by little.

▲ After participating in the "Super Agricultural Festival", Li Yuping was broadcasting live. Min Shan | Photo

"At first, it was not easy for me to properly promote the product in front of the camera. I started to explain how to injection water and how to make tea." Li Yuping believes that professional explanations will attract new customers, and high -quality products will attract repurchase. "In the past, we only care about making tea, and the sales depended on dealers from various places, and rarely received intuitive feedback from consumers. But through live broadcast, we can quickly see the market response and make adjustments to the product quickly." At present The purchase rate is extremely high, and the average stay time of users in the live broadcast room is more than 1 hour.

It is understood that during the "Super Agricultural Festival", Pinduoduo will tilt to the live broadcast of live broadcasts including live training and traffic, and encourage more new farmers to enter the live broadcast room to display, promote products, industries and production areas. , Let quality agricultural goods be seen and trusted by more people. Among them, the "Best Program" of the live broadcast project of agricultural products to support agricultural products will be broadcast once a day to help farmers ship in time and fulfill the joy of harvest.

"At present, the popular science broadcast and human -based anchor's personality broadcasting is the two live broadcast methods that are most popular with platform users." The person in charge of Pinduoduo's "Agricultural Development Festival" said that in the first half of this year, it was sold through the live broadcast channel. The amount of agricultural products is four times the same period last year. "During the autumn harvest during the agricultural festival, the new model of live broadcast is used in the field of harvest, or more explosive agricultural goods will be out of the‘ production ’.”

Earlier, the Institute of Agricultural Information of the Chinese Academy of Agricultural Sciences released the "China Agricultural Products Network Retail Market and Key Single Product Analysis Report" pointed out that "super single products" have significantly reduced the cost of agricultural products through intensive and large -scale supply, and new e -commerce platforms have a new new e -commerce platform. The application of technology and new models to promote the accelerated development of advantages and characteristic agricultural product network retail is a new engine that has spawned the "super single product".

From "first kilometer" to "one kilometer before delivery"

The Farm Festival, Pinduoduo has held four sessions so far. In several major shopping festivals that are actively promoted by many domestic e -commerce platforms in China, the agricultural festival is the only e -commerce festival featuring agricultural products, which clearly reflects the characteristics of Pinduoduo from agricultural and heavy warehouse agriculture. It is reported that this year's "Super Agricultural Fair" is the longest number of days and the largest number of production areas and the largest subsidy.

Data from the National Bureau of Statistics show that in recent years, my country ’s summer grain production has reached a new high. In the first half of this year, it reached 294.8 billion kg, achieving a harvest of production increase. In the context of the normalization of the epidemic prevention and control, the role of the "agriculture and rural" is further prominent. In order to help agricultural products and harvest, as early as August 2019, Pinduoduo planned to build an e -commerce festival that truly belongs to the majority of farmers and hundreds of millions of agricultural products.

At first, relying on the "farmland cloud fight" model, Pinduoduo's "first kilometers" of the sales of agricultural products have opened up the path of direct hair in the origin, so that the best taste period for fresh agricultural goods is no longer wasted in multiple distribution. During long transportation. Since then, in line with the needs of consumers from "whether there is" to "good", Pinduoduo's agricultural goods festival has been upgraded. The supply of agricultural goods is not only the amount, but also to maintain diverse and quality, and starts to penetrate the "one kilometer before giving birth" to promote the quality, standardized production and quality improvement of agricultural products.

▲ Xin Guosheng, a naturalized adult, Yugan No. 25, is undergoing tip peeling experiments. After breeding, it will be supplied to farmers after breeding. Xiaoman | Photo

For example, the No. 25 smoke and potato of the "Super Agricultural Festival" flipped is a high -quality roast potato variety selected by the Academy of Agricultural Sciences of Yantai. "Yantai No. 25 uses the dehydration seedlings authorized by the Academy of Agricultural Sciences of Yantai. At the same time, we require growers to be ridge, deeply cultivated, covered with membranes, and plant them in a scientific way. "Liu Chaoli, the founder of Yican sweet potato.

Qingdao prawns are another "re -supplementing" product that starts from the seedlings of seedlings. In the past, Qingdao's prawns industry took local shrimps as the main variety with high disease rate, low yield, and expensive price. In recent years, a number of coastal -related universities such as China Ocean University and Huanghai Aquatic Products Research Institute have continuously increased scientific research forces, which has made the problem of domestic shrimp seedlings made breakthroughs.

▲ In recent years, the Qingdao prawns industry has experienced the large -scale transformation from seawater breeding to pond farming, greenhouse breeding, and factory breeding. Cui Renzheng ｜ Photo

"Qingdao shrimp grows growing up, and the bait of bamboo shrimp is generally" sea sand ", clams and other shellfish seafood. South whitening shrimp enters the high -speed growth period and feeds cod meat." Cui Chenglong, the "new farmer" of the post -95s of prawns, said, "Good environment, good seedlings, good eating, and not taking medicine. This is an important reason for the outstanding quality of Qingdao aquatic products represented by prawns." In Kunshan, Jiangsu, the hairy crab brands who participated in the Farmock Festival for the first time this year also paid close attention to standardized production. For example, they have achieved mechanized sorting of different hairy crabs. Two or two female crabs are still three or two male crabs, and the machines are clearly divided. At the same time, they introduced machinery and equipment to replace the crab artist, using ropes that meet the requirements of food level for machine stagnation, thereby ensuring that they are "full and two", and the process can be tracked and traced.

It is understood that in order to help agricultural science and technology innovation dock the large market, drive the industrialization, large -scale, standardization and organizationalization of agricultural production and operation. During the "Super Agricultural Development Festival" 60 yuan, while the subsidy quota is generally more than 30%.

"In addition to this 'Super Agricultural Festivals', Pinduoduo will also find, choose, and cultivate more potential and reputable production areas and products through the long -term projects such as" Finding Fresh China ". People make more small varieties into large industries, use technology to empower agricultural production, and help rural revitalization. "The person in charge of the Pinduoduo Agricultural Festival said.

- END -