Pinduoduo released the "618" mobile phone "Zhenxiang" Battle Report: 10 billion subsidies save 3 billion for users

Text/Yangcheng Evening News all -media reporter Shen Zhao

Photo/Interviewee provided

On June 19, Pinduoduo released the "618" mobile phone "Zhenxiang" battle report. As of 23:59 on the 18th, under the advantages of the highest cost performance of the entire network, the platform mobile phone category continued to maintain a strong momentum during the 618 period. The sales of the whole category increased by 148%year -on -year, and the order volume increased by 118%year -on -year.

Data show that during the "618" period this year, 10 billion subsidies jointly saved 3 billion yuan for users who purchased mobile phones. In the continuous "true incense" experience, Pinduoduo has become a preferred platform for mobile phone brands and consumers to go in two -way. The sales volume of the platform brand official flag last year was 124%, and the stores with sales of over 100 million increased by three times.

The number of stores breaking 100 million stores increased by 300% year -on -year

This year's "618" continues to increase the subsidy and coverage of the purpose of mobile phone categories, and in conjunction with the brand's and operators through multiple ways to make a "true incense" experience to consumers. According to the project leader of the "618" promotion of Pinduoduo, the subsidy of mobile phone products this year has far exceeded previous years, which has saved users 3 billion yuan.

Data show that as of 23:59 on June 18, the target sales and orders of the platform's mobile phone category have doubled. Among them, mobile phone sales increased by 148%year -on -year, the order volume increased by 118%year -on -year, and the stores with sales of over 100 million increased year -on -year.

At the level of mobile phone brand, Apple was awarded TOP 1 of the 618 mobile phone list, and has won this honor for many times, and Xiaomi and IQoo are divided into two or three on the list. In the field of Android mobile phones, Xiaomi continues to maintain a leading position and strongly win the double championship of sales and sales.

Since the beginning of last year, Xiaomi, Honor, Vivo, IQOO, OPPO, Realme and other mobile phone brands have accelerated the pace of new e -commerce companies, and the platform ushered in a new climax of official flags. During 618 this year, the mobile phone brand official flag continued to maintain a high growth trend, with sales increased by 124%year -on -year.

Benefiting from the dual trust of mobile phone brands and consumers, all products of platform mobile phone brands have doubled, especially for 4000+ high -priced mobile phones to sell the most significantly, an increase of 156%year -on -year.

The cumulative province of the old replacement province exceeds 110 million yuan

In addition to the intensity of additional subsidies, Pinduoduo also actively practiced the green consumption concept during 618 this year. The "new replacement of old" services launched by the platform basically achieved full coverage of mobile phones, home appliances and other products, and added an additional 20 million additional 20 million additional 20 million additional 20 million in the field of mobile phone recycling fields. Yuan, also superimposed the additional preferential benefits for platform users.

This has further stimulated the enthusiasm of platform users for mobile phone products. In the consumption area of ​​mobile phone products, new first -tier cities represented by Hangzhou, Nanjing, Suzhou, Wuhan, Chengdu, Chongqing, Xi'an and other new cities have become the main force of mobile phone consumption, winning the first two materials for sales and orders. In addition, the number of first -tier cities represented by Guangshen, north, the fastest increase in order, and the proportion of orders exceeded 16%.

It is worth mentioning that the volume and sales of mobile phone orders and sales in first -tier cities and fourth -tier cities are basically the same. This also means that low -line cities have also become the most potential consumer group of high -priced mobile phones.

Among the consumer groups of mobile phone products, the "post -90s" and "post -95s" are still core consumer groups, with an order of more than 40%. The "post -00s" orders have increased the fastest, especially after the college entrance examination, the "post -00s" purchase of new mobile phone orders shows a clear outbreak curve. Among the consumer groups of high -priced mobile phones, the number of youth orders in town in fourth and fifth -tier cities has the most obvious increase, and white -collar groups in first -tier cities followed closely.

Source | Yangcheng Evening News · Yangcheng School

Responsible | Wang Danyang

School counterpart | Xie Zhizhong

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