Pinduoduo's Billion-Dollar Subsidy "Super Double Boost" Helps Domestic Brands Boom and Attracts International Giants

Pinduoduo's Billion-Dollar Subsidy "Super Double Boost" Helps Domestic Brands Boom and Attracts International GiantsDuring the recent Double 11 shopping festival, Pinduoduo's Billion-Dollar Subsidy program launched its second round of "Super Double Boost" campaign. The program focuses on subsidizing blockbuster products from agricultural produce, domestic brands, and global brands, covering brands like Apple, Dyson, Haier, Midea, DJI, Estee Lauder, Adidas, Nike, Lego, and Nintendo

Pinduoduo's Billion-Dollar Subsidy "Super Double Boost" Helps Domestic Brands Boom and Attracts International Giants

During the recent Double 11 shopping festival, Pinduoduo's Billion-Dollar Subsidy program launched its second round of "Super Double Boost" campaign. The program focuses on subsidizing blockbuster products from agricultural produce, domestic brands, and global brands, covering brands like Apple, Dyson, Haier, Midea, DJI, Estee Lauder, Adidas, Nike, Lego, and Nintendo.

According to a relevant official from Pinduoduo's Billion-Dollar Subsidy program, the number of merchants and brands participating in the second round of "Super Double Boost" has increased 2.5 times compared to the first round. The first round of the campaign accumulated 16.4 million orders, with many brands achieving a 10-fold or more increase in sales compared to the previous period. Based on the sales of products included in the first round of "Super Double Boost," fresh food products accounted for 32% of the orders, mobile phones and digital products accounted for over 40% of the sales revenue, and cosmetics, personal care, and baby products accounted for 28% of the sales revenue.

In terms of consumer demographics, users from first- and second-tier cities bought more new smartphones, high-end cosmetics, and healthy snacks. Users from third- and fourth-tier cities preferred high-end home appliances, emerging cosmetics, imported fruits, and luxury products. A wave of brand consumption is emerging among the vast county residents, including young adults in small towns, new mothers, and middle-aged residents in county towns, with significant growth in brands related to sports, apparel, baby products, cosmetics, home furnishings, and personal care.

Among the domestic brands participating in the first round of "Super Double Boost," Gongniu's sales for its 5 new socket products increased 12 times compared to September. A relevant official from Gongniu stated that Pinduoduo covers the widest range of consumers, from young people in first- and second-tier cities to middle-aged and elderly people in county towns and villages. These people are familiar with Gongniu. Therefore, both classic and new socket products from Gongniu can achieve rapid growth on Pinduoduo, giving them confidence to try new product categories.

Two new products from Xiaoxiong Electric Appliances - a health pot and an electric kettle - saw sales increases of 7 times and 9 times, respectively, exceeding their opening day sales targets. The store manager also stated that thanks to the high exposure and sales generated by "Super Double Boost," they conservatively estimate that Xiaoxiong Electric Appliances will achieve a 30% growth on Pinduoduo this year's 11.11.

In addition, sales of Xiaomi robot vacuums saw a 778% increase, sales of Vidda TVs increased 699%, sales of Li-Ning sportswear increased by over 140%, sales of cosmetics brand Fenghua increased by 273%, sales of Proya increased by 385%, and sales of baby products like Deyou wet toilet paper, SnowBear, and Babycare increased by 248%, 221%, and 214%, respectively.

This year, both domestic and international brands have been accelerating their presence on Pinduoduo, seeking new growth engines. In late September, global fashion brand H&M entered Pinduoduo and opened an official flagship store, officially launching a new phase of cost-effective fashion. After joining, H&M launched its entire product range on the official flagship store and offered consumers a new store benefit with a "Full 90 yuan, minus 10 yuan" discount. During Double 11, H&M's official flagship store provided consumers with extra benefits from 8:00 PM on October 23rd to 8:00 PM on October 24th, with over 300 men's and women's clothing items discounted directly. Official store members can also enjoy exclusive discounts of "Full 150 yuan, minus 15 yuan" and "Full 200 yuan, minus 20 yuan".

The head of H&M's official flagship store on Pinduoduo believes that joining Pinduoduo is an important part of H&M's continued implementation of its omnichannel strategy. This strategic move not only expands H&M's retail business footprint in China but also injects more powerful energy into the brand's goal of "making fashion accessible to the masses."

By joining this leading domestic e-commerce platform, H&M will reach a wider consumer base, rapidly gain market feedback, which is crucial for H&M to continuously enrich its trendy product series and maintain brand relevance in the Chinese market. The collaboration between the two parties will bring consumers more diverse fashion choices and a better shopping experience, said the aforementioned official.

Pinduoduo has a massive number of college students, young adults in counties and small towns who have strong brand consumption ability and preference. In recent years, they have increasingly focused on achieving consumption upgrades on new e-commerce platforms like Pinduoduo, providing brands with a broader market growth space.

The success of the "Super Double Boost" campaign reflects Pinduoduo's advantages in terms of subsidy intensity and brand introduction. It also reflects the platform's positive role in meeting consumers' diversified needs, promoting the rise of domestic brands, and driving consumption upgrades. With Pinduoduo continuing to invest resources, it is believed that more high-quality brands will join in the future, bringing more surprises and benefits to consumers.

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