"Duoduo Reading Month" pushed four seasons within two years: hundreds of publishers and book brands in the direct connection, and the north of the north into the "City of Social Sciences"

Lottery, on September 24th, Pinduoduo's large -scale knowledge of inclusive operation "Duoduo Reading Month" officially ended in the fourth quarter. This season's event was launched from 00:00 on August 24th, and united hundreds of publishers and book brands. The platform officially subsidized more than 1,200 books and 6 million classic works. The "scholar" who squatted in front of the mobile phone immediately launched the "Fighting Speed" mode, and called on "Douban, Xiaohongshu, Weibo and other platforms. Just a few hours later, the many good books in the preview book were robbed of the inventory.

Since April 2021, "Duoduo Reading Month" has been held for four consecutive seasons and successfully came out. The new e -commerce platform has gathered a group of classic reading enthusiasts. Chinese and foreign literature, social science management, and historical philosophy have become popular books.

The latest reading list showed that "Winter Ranch", which is known as "summer artifact", "Social Psychology (11th Edition)", "Social Psychology (11th Edition)", "The Wind Sound" in "The Book of the Voice Creatives", "The Wind", " The long rest of her life: a Northern Wei Palace girl and her time "and Woolf's most important feminist work" One of your own rooms ", social science book" Research on Ancient Chinese Clothing "," Capital: Capitalism, Nature and Planet The future of the top ten in the best -selling list. At the same time, 36.2%of consumers purchased 5 and above books during the event.

"A turn of the four seasons. For more than a year, we have launched the 'Voice Creator Program' to help outstanding creators and high -quality works find readers who love them; Carry out the "reading for you 'public welfare donations to help the public welfare reading of primary and secondary school students in remote areas." Consumers, harvesting readers' wide support and love. "In the future, we will continue to help more readers read good books and read books."

"All people's compelling books" into a book industry in the book industry

"Is it a book? Three vacancy" "Follow Van Gogh's Biography", "Pray for Books" ... In the past month, in Douban, Weibo, Xiaohongshu, and even buyers' sun -order comments, please The posts of fighting have become a large landscape in social media. There are Douban Reading Group even built a "10,000 -story and high -rise buildings." Among them, a prayer building, which has been built since the "Duoduo Reading Month" in the first quarter of last year, has reached the "50 screens" so far.

What books are "Compassion in the People"?第四季“多多读书月”阅读榜单显示，最受消费者欢迎的书籍前五名包括《冬牧场》《社会心理学（第11版）》《风声》《漫长的余生：一个北魏宫女和Her era "and" A room of your own ". Followed by Neruda's "Twenty Love Poems and a Desperate Song", the economic book "The cost of cheap: the future of capitalism, nature and the planet", Shen Congwen's academic monograph "Research on Ancient Chinese Clothing Research "Wencheng" and science fiction writer Liu Cixin's "Wandering Earth".

Among them, "Research on Ancient Chinese Clothing" was originally a relatively niche professional book, but it was sold as a small explosion in this reading month. This made the publisher's business printing hall a little "surprise". It launched the C2M Pinduoduo Line urgently and printed overnight.

From the perspective of detailed categories, during the reading month, interesting and easy -to -read literary novels, professional, and boring social science management works can evoke the desire to read "readers", and the orders account for 45%and 31%, respectively.

In the category of social sciences, "Social Psychology (11th Edition)", "Cost: The Future of Capitalism, Nature, and Planet", "How to Read a Book", "Influence", "Evolution Psychology -Psychological Psychology -Psychological Psychology New Sciences and other books have entered the top five best -selling lists. And who is spending these "most heads" and regain serious reading? Data show that Guangdong, Zhejiang, Shandong, Beijing, and Shanghai are consumer provinces (cities) for social science management books.

In addition, in the book list of the audience, in addition to the "Wind Sound" of the Mao Dun Literature Award, the "Wind Sound" and the historian Luo Xin's "Long Yu Life: a Northern Wei Palace Madam and her era", "Moonlight falls on the left hand Books such as "Life Sea", "Lost Satellite", "Vulgar Land", "Flowers", "Abandoned Chang'an" and other books are also popular. Among them, "Moonlight Fall on the Left", "Life Sea" and "Lost Satellite" are all Three times on the "Voice Creator Program" best -selling list.

而从地域来看，与前一季读书月类似，广东、山东、江苏依然是“拼”单量排名前三的拼书大省；城市购买力榜单中，上海取代上一季的广州，与北京、 Together, Shenzhen returned to the top three urban camps in the order, and Chengdu's ranking rose rapidly from the 7th of the previous season to the top 5 of this season.

There is no coffee and dessert, but it is affordable and classic

With high -quality books such as "The Rest of Life" and "Winter Swimming", the ideal national flagship store also quickly opened the situation. This shop that only started operations in mid -August. During the month of reading this season, nearly 4,000 people sucked powder, with more than 20,000 orders. Among them, the first explosive "Long Yushu" was even more popular.

The relevant person in charge of the ideal country brand said that the official flagship store of the ideal country is the first time to participate in the "Duoduo Reading Month" as a new store. During this event, the new book "Long Yu" was sold at 4000+, and book sales of books such as "Moses on the Plain" and "Winter Swimming" were sold 1000+. In order to do a good job of the service of this event, as a new store, it is actively prepared in all aspects of supply chain, logistics, customer service, etc., from printed by books to the warehouse, to the preparation of express materials, and the packaging of books. Provide readers with better shopping and reading experience. Similar to the ideal country, the first modern publishing institution and a century -old business printing library entered Pin Duoduo and opened an official flagship store before the opening of the "Duoduo Reading Month" in the second season. "In the context of Shuxiang society, the publisher and platform, as the producer and communication of knowledge, should promote high -quality publications to readers." The relevant person in charge of the Commercial Press said.

Prior to the opening of the reading month this season, the publishing house had exceeded 100,000 books. The "Overlord Book" and "Outline of the National History", which are recommended in this event, won the second and fifth of the best -selling list of historical biographies, respectively. "Geometry Original" and "Religious essence" entered the top five of the sales list of art philosophy.

The relevant person in charge of the official flagship store of Shanghai Century Publishing has stated that since the store has accelerated the development of the platform in April 2021, the number of store visitors and buyers has increased significantly. Benefiting from the "Duoduo Reading Month", the number of buyers increased sharply to nearly a thousand people per day, and the sales amount increased by more than 1000%over the event. At present, the official flag has nearly 33,000 iron rod fans, and the single volume of books has already exceeded 100,000+.

At the same time, a group of publishing houses that had been layout of Duoduo platforms earlier also harvested in the "Duoduo Reading Month". For example, since the opening of the official flag in July 2019, the People's Posts and Telecommunications Publishing House has used the strong subsidy of the platform to bring readers to bring high -quality reading and cost -effective experience through rich book categories, and has achieved more than one million yards daily. In the New Season Reading Month, "Social Psychology (11th Edition)" by Renmin Post and Telecommunications Publishing House appeared on the second place in the best -selling list.

According to reports, the fourth season of "Duoduo Reading Month" has hundreds of publishing houses and book brands, including people's literature publishing house, commercial printing library, Shanghai Century Publishing Group, CITIC Publishing House, Renmin Post and Press and other mainstream publishing Institutions also include high -quality book brands such as ideal countries, new classics, fruit wheat, milling iron, readers, and Boji Tianjuan.

According to the data released by Pinduoduo, in the fourth season, the official flagship stores such as the new classics, business printing libraries, Shanghai Century Publishing Group, CITIC Publishing House and the ideal country ranked among the top ten sales month this season.

The two -year reading month supports the healthy and healthy development of the publishing industry

"Duoduo Reading Month", as a large -scale genuine book subsidy plan launched by Pinduoduo, began at the end of March 2021. At that time, as the largest agricultural product upward platform in China, in addition to the delicious and expensive agricultural products, Pinduoduo also hoped to give a large number of platform users to "feed" affordable high -quality "spiritual food".

At first, the first "Duoduo Reading Month" invested 50 million yuan, attracting more than 40 large -scale well -known publishers, publishing companies and brand merchants to register, subsidizing more than 1 million books. In the meantime, Pinduoduo began to open up the cooperation with more publishing institutions, established a special reading fund, explored and promoted the "Voice Creator Program" and the "Reading for You" for the Genuine Good Book of Primary and Middle School students in remote areas. Donation operation.

Four months later, the "Duoduo Reading Month" appeared again and announced the official launch of a 100 million -level reading fund. Participate.

After experiencing the pavement of the previous two seasons, the third season of "Reading Month" launched in April this year, the subsidy has been increased again -the number has expanded from 2 million copies to 5 million copies, and publishers, publishing institutions and brand book vendors climbed to the top Hundreds.

Since its launch in April 2021, the IP of "Duoduo Reading Month" has quickly formed influence on platforms such as Douban, Xiaohongshu, Weibo, etc. "Readers" have built a "high -rise building" in patchwork, ridiculed "Pinduoduo let love for love for love The book can be wool in the ocean of knowledge. "

And this season's reading month is almost online in the strong call of consumers. More domestic mainstream publishing houses and high -quality book brands have actively "participating in the war", and the subsidy book has also expanded to 1,200 copies, 6 million in inventory. At 00:00 on August 24th, in the fourth quarter, the monthly reading monthly launching, there was a rush to grab the book on platforms such as Douban, Xiaohongshu, Weibo, and so far, the reading group of 620,000 Douban has set up 10,000 people. Floor a high -rise building. The "Long Rest of Life" from the ideal national official flag and "Research on the Ancient Chinese Clothing" of the Business Press, etc., were sold out. The reading monthly project team urgently contacted the publisher and opened the C2M Pinduoduo special line to print. On September 24, the event was offline, and some fans said that they missed the month of reading.

"Although the reading month does not provide coffee and desserts, there are many classics that have a lot of book editors and the good price of tens of billions of subsidies. A small fire. "The person in charge of the project" Reading Month "said.

With this book consumption IP gradually coming out, Pinduoduo cooperated with Shanghai Century Publishing Group, Knowledge Publishing House, Dangdang.com, Xinhua Wenxuan, Bocu.com and other publishers and book providers.It is developing and growing, attracting more and more mainstream publishing houses to participate, meet the knowledge consumption needs of more emerging reading groups, and promote the healthy development of the genuine book market.At the same time, the "Reading for you" public welfare donation operations have entered Sichuan, Tibet, Xinjiang, Gansu, Qinghai, Guizhou and other places in mountain primary and secondary schools and special schools. As of September 2022, nearly 300,000 books were donated.

The operation is not limited to traditional donations, but invites writers to actively participate, adding scene -based knowledge spread.The person in charge of the above said, "Read a poem, read an article, and share the lesson to inspire the spirit of learning and cultivate the enthusiasm of reading. We hope to help the development of public welfare reading business in primary and secondary schools in remote areas in a richer three -dimensional form."

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