On November 24, pinduoduo opened the “Double 12 Orange Carnival season” for half a month after the apple “Double 11”, paying tribute to labor and giving thanks to the land. , meanwhile, the platform will combine to guangxi, hunan, hubei, guangdong, jiangxi, sichuan, yunnan seven orange orange origin, through billions subsidies, limited seconds kill, ten thousand group, such as supporting the resources, make accurate production and marketing docking, promote Wu Ming walter orange, red orange orange, gannan navel oranges, LiPu edges of a large number of sugar orange owns national geographic marks good farming scale of goods sold, sales export tablet.
Rediscover citrus at Pinduoduo
At the industrial level, citrus has a planting history of more than 4,000 years in China. According to the “Report on the Development of Major Fruit Geographical Indication Products in China”, as of April 2020, the total number of citrus geographical indication products in China has reached 294, among which Sichuan has the most, with 48. And fruit category geographical indication brands up to January of the same year also did not exceed 809, which shows the “dominant position” of citrus.
These geographically marked citrus fruits are products with stories and homesick industries. Take Danlian County, Meishan City, Sichuan Province, for example. This small town in the southwest of Sichuan province has become the “orange capital” of consumers in recent years due to the popularity of eyuan orange, Huohuo and Baba orange. Behind this is more than 20 years of planning by the local government.
In the 1990s, Danling mainly planted navel orange, but the fruit is difficult to peel, thick coating, no residue, and the ripening time is similar to other citrus varieties on the market, so its competitiveness is weak. After 2000, Danlian County made a major adjustment to the agricultural industrial structure, put forward the development idea of “not competing with the two lakes”, and vigorously introduced new varieties, leading the local industry to find a new direction of development.
As the pioneer of the citrus family, Ehime orange made its debut in mid-October along with early-ripening oranges from all over the country. “It has a shelf life until February, and the later it gets, the sweeter it gets. So far, the fruit tastes the best in three years, like a jelly bun with a thin skin and a big filling.” Dan Prism county 90 hind new farmer fang Xiaoxiang said.
After ehime orange, gannan navel orange was mined in early November, nearly 10 days earlier than usual. Lai Yansheng, the “second generation of fruit” in Anyuan County, Ganzhou City, now has an annual sales volume of tens of millions on PINDUoduo. In his warehouse, fresh gannan navel oranges go through automatic cleaning, drying, screening and sorting on an assembly line before “bouncing” into the corresponding fruit basket according to their size. Regardless of the size of the 99mm king fruit or the 69mm small fruit, they are available online and consumers can get what they want.
In addition to Dan leng orange orange, gannan navel oranges, eat the orange season, from “one in every five Chinese walter mandarin from Wu Ming” Wu Ming from mandarin, “China’s sugar orange LiPu” LiPu sugar orange to “the hometown of chu orange” xinping sweet orange, “longevity” mayang sweet orange, more inspiring or warm heart seasonal citrus to spell of coming ashore. The vast number of diners can see mountains and water from the sweet taste, and remember a magnificent development history of farming in China.
“Landmark produce represents quality concepts such as green, safety and origin, which is in line with pinduoduo’s concept of letting consumers eat better.” Spell a lot of fruit, said an official with the category of the advantages of the platform will insist billions subsidies entrance in electricity peak season is still to produce zero commission principle, the landmark fruit as the gripper, further optimize “village orchard fruit basket” direct family “docking” elimination mechanism, the platform for users to provide better shopping experience at the same time, help good landmark product of brand development.
Strict selection of supply chain: affordable sales and quality control
One hand grasp “product”, spell a lot of other hand grasp “people”.
Since this year, pinduoduo has not only continuously improved the talent introduction and training mechanism, but also vigorously supported returning young people who love agriculture, know the Internet and are good at business to join the e-commerce of agricultural products. Pinduoduo has also actively promoted the online transformation of more traditional supply chain enterprises.
Cui Yi dominant spell, for instance, many shops are numerous “has 100000 + spell” a new face in store, but he is a line into more than 20 years of “fruit”, the company has eight positions in the main fruit producing area, all the year round for wal-mart and other offline business super retail platform and other new organizations citrus, bodhi fruits of the supply of goods, Last year achieved sales of more than 1 billion yuan.
“Having been in the background, we felt we had more to offer. After I decided to stand in front of consumers, I chose PDD because the mode of PDD can quickly gather a large number of consumer demands and achieve large-scale matching, which is conducive to enterprises like us to give full play to their advantages.” Cui Yi said.
By strictly controlling the supply chain and grasping the “people” and “products”, the citrus on Pinduoduo has “moral character” — the quality is more trustworthy for users, which in turn promotes sales.
Data show that in the first 10 months of this year, pinduot’s citrus sales increased by more than 35 percent year-on-year, overtaking apples to become the largest fruit category. From the region of production and sales, Guangxi, Sichuan and Jiangxi are the top three producing areas; Consumption in Liaoning, Zhejiang, Guangdong and Beijing was the most prosperous. On November 24, Pinduoduo launched a two-day “Citrus and orange Category Day” activity, and the sales volume on the first day exceeded 4.5 million jin.