Chinese social e-commerce platform Pinduoduo launched a new section called “High-quality hometown products” in partnership with a recent box office hit movie which features stories between people and their hometowns.
During this year’s National Day holiday, the movie My People, My Homeland became a box office hit, earning more than 2.2 billion yuan.
According to Di Lake, Vice President of Pinduoduo’s New Agricultural and Rural Research Institute, due to the movie’s success, the enthusiasm of consumers to support high-quality products from their hometowns has also been on the rise. So far, the number of orders for products in the new section has exceeded 100 million.
Pinduoduo’s home specialty orders exceed 100 million
The film My People, My Homeland made many consumers interested in Shaanxi, Guizhou, Zhejiang, Liaoning and other regions related to the film, said Di Lake.
As the official partner of the film, Pinduoduo has set up special sales venues in Beijing, Tianjin, Hebei, Yunnan, Guichuan, Jiangsu, Zhejiang, Shanghai, northwest and eastern provinces respectively corresponding to the film. Through displays of characteristic products and large-scale subsidies, consumers can experience the profound changes of hometown styles.
According to Pinduoduo, from Oct. 1 to Oct. 8, Beijing’s pastries and Hebei’s hawthorns were among the top sellers in the Beijing, Tianjin and Hebei region section. Among them, the order volume of Beijing’s pastry products increased by nearly 70% year-on-year. In the Jiangsu, Zhejiang and Shanghai region section, crabs and glutinous rice lotus root from Jiangsu, dried plum vegetables and water milled rice cakes in Zhejiang were also popular.
So far, Pinduoduo’s product orders in the new section have exceeded 100 million. Market insiders said this new section allows consumers to quickly and easily search for their local food and also helps farmers earn more money.
New methods for online sale of agricultural products
In his open letter on the 5th anniversary of Pinduoduo, Chen Lei, CEO of Pinduoduo, pointed out that the company would continue to invest heavily in the field of agriculture.
Pinduoduo has been exploring new paths and modes for online sales of agricultural products. It has initiated multiple innovative methods such as consumption poverty alleviation live broadcasts and cloud farmland to realize the effective supply of agricultural products from farm to table.
Data shows that the trade volume of Pinduoduo’s agricultural products reached 136.4 billion yuan in 2019, and is expected to exceed 250 billion yuan in 2020.