Pinduoduo: More Than 400 Million Person Times Will Sink Into The Market And Become New Consumption Power In 2020

In the economic and social development to a certain stage, reading will begin to popularize in a large area.

Now China is in such a starting point, pinduoduo is sparing no effort to seize the opportunity to expand reading consumption. Recently, pinduoduo, together with Shanghai Library Industry Association and Shanghai book publishing industry association, has become one of the first ten sponsors of Shanghai National Reading alliance. On the same day, pinduoduo held the "more reading month" activity announced the investment of 50 million books fund, selected high-quality books list based on the Nobel Prize for literature, Hugo prize, Mao Dun Literature Prize and the hot selling list of the whole network, and subsidized the original classic works on the basis of the lowest price of the whole network.

In the new era, China's goal of poverty alleviation has been completed on schedule. While material wealth is abundant, spiritual satisfaction is equally important. Since 2014, "Nationwide Reading" has been written into the government work report for eight consecutive times. The 2021 government work report points out that it is necessary to promote the integrated construction of urban and rural public cultural service system, innovate the implementation of cultural benefit project, and advocate nationwide reading.

Data show that more than 400 million people bought books through pinduoduo last year, of which book purchase orders from rural areas increased by more than 180% year-on-year“ The person in charge of "more reading month" said that the platform will continue to increase subsidies for genuine and good books, meet the needs of consumers in various forms, provide diversified support for high-quality creators, and work with all parties to promote "fair consumption and knowledge inclusion", and jointly help narrow the reading gap between urban and rural areas.

Ten billion subsidizing reading

On March 31, pinduoduo officially launched the "more reading month" activity. It cooperated with more than 30 publishing houses and book publishing companies, including CITIC publishing house, Knowledge Publishing House, Qingdao publishing house, Mo tie books, Guomai culture and other publishing companies, to provide large-scale direct subsidy of 10 billion yuan for more than 1000 books in Social Sciences, literature and art, teaching and auxiliary. At present, pinduoduo is continuously strengthening the introduction of high-quality books. Up to now, more than 2700 publishing houses, book companies and channel merchants have been introduced to settle in, and close cooperation has been reached.

"We hope that through the month long reading month, we will give preferential official subsidies and flow support to affordable legitimate books, further promote in-depth cooperation with publishers and well-known authors, bring more quality and affordable genuine books to consumers, and truly promote knowledge inclusion and universal reading."“ "More reading month" the person in charge said, next pinduoduo will also promote domestic well-known authors to settle in pinduoduo and recommend good books for more readers in the national reading month.

While promoting nationwide reading, pinduoduo is also stepping up efforts to crack down on pirated books. Pinduoduo uses artificial intelligence algorithm to mine and analyze massive data, and reconstructs the model base of illegal merchants, commodity identification, fake identification and inferior product identification from the bottom layer, and carries out 24-hour online inspection on books and commodities. At the same time, pinduoduo, together with the people's property insurance company of China, launched "genuine warranty insurance", covering a large number of books.

It is worth noting that Zheng Yuanjie, the national anti piracy image ambassador, entered the "fairy tale King's flagship store" in pinduoduo“ Excellent cultural works are the soul of a country, and all truly powerful countries have strong cultural strength. Piracy and infringement will hurt the initiative of creators. " Zheng Yuanjie pointed out that "to protect the rights and interests of creators from infringement, writers will have more time to write, and the country will have more excellent cultural works."

The person in charge of "Duoduo Reading Month" also said that the participation of teacher Zheng Yuanjie, the national anti piracy image ambassador, has met the strong knowledge consumption demand of pinduoduo platform users, brought more high-quality children's books to the broader reader group, and "spell" more children's interests, and further promoted knowledge inclusion and scientific child rearing.

At present, pinduoduo has signed intellectual property rights protection agreements with Beijing version 15 news agency anti piracy alliance, children's publishing anti piracy alliance, China Publishing Association, Xinhua Wenxuan and other institutions to jointly promote the crackdown on infringing and pirated books. In October 2020, pinduoduo also signed a memorandum of understanding with the British Chinese Trade Association (CBBC), which has more than 400 members, including Oxford University Press, the British Library and several top universities in the UK.

"We hope to further promote in-depth cooperation with publishers and well-known authors through the month long reading month, so as to bring more quality and affordable genuine books to consumers."“ "More reading month," said the person in charge.

During the reading month, pinduoduo will also jointly launch the "crowdsong creator program" with writers. For the writers who join the program, the exclusive brand page (Star Store) will be opened free of charge. The first period of the page will last until December 31, 2021. The page can be directly linked by searching authors' keywords. Through the "public voice creator plan", the platform will invest free resources and operation team to help more excellent writers and high-quality books to the public.

The person in charge of "Duoduo Reading Month" further explained that pinduoduo, on the one hand, will intensify its efforts to combat piracy, on the other hand, it will actively cooperate with writers to launch the "public voice creator program", aiming to help outstanding writers and high-quality works find the largest number of users through the new e-commerce platform, so as to diversify its operation mode, To help high-quality creators gain more profits through the sales growth of legitimate books, and realize the benign interaction among authors, readers and publishing institutions.

Online book consumption recovery

As early as 2019, the scale of China's book retail market has broken through the 100 billion yuan mark, reaching 102.27 billion yuan. According to the 2020 report on China's book retail market, although the first negative growth of China's book retail market since 2001 was caused by the epidemic situation last year, careful observation shows that the decline rate in the first three quarters has gradually narrowed, and the fourth quarter has turned to positive growth, and has maintained a growth rate of more than 10% in the past five years.

"We found that more users of the platform have a strong demand for knowledge consumption, especially in the third and fourth tier cities and rural areas, book purchase has grown rapidly, and the growth rate has far exceeded that of first tier cities."“ According to the person in charge of "more reading month", pinduoduo had conducted in-depth cooperation with Xinhua Boya and launched the original civil code of 7.81 yuan. In January, 350000 copies had been sold, helping more consumer groups to learn legal knowledge.

It can be seen that the negative growth of the book retail market is only an occasional episode, and the pattern of stability and recovery will appear in 2021. It is worth noting that affected by the new crown pneumonia epidemic, the already weak physical bookstores have been closed and semi closed, while the growth of online channels has only slowed down, with a year-on-year growth of 7.27%. The scale of code ocean is 76.72 billion yuan, accounting for 79% of the overall retail market.

Guomai has maintained a high explosive speed on pinduoduo platform. In the first quarter of this year, it has completed 2 / 3 of the sales volume of last year. The person in charge of the e-commerce of Guomai culture pinduoduo pointed out that "the new reading group of pinduoduo helps us understand the new demand of the book market and has great expectation for future growth."

The proportion of retail code size between physical bookstores and online bookstores has changed from 3:7 in 2019 to 2:8 in 2020, and the site of online stores continues to expand. Although there are epidemic reasons, the most powerful factor is still discount. It is understood that pinduoduo has achieved cooperation with a number of large domestic publishing houses, book companies and channel providers, and has launched more high-quality and affordable genuine books in various forms such as customization and special supply. For example, the 7.8 yuan / copy of the genuine color picture version of the classic of mountains and seas has produced nearly 60000 copies in more than 20 days of its launch, and even the "Quanyou jinjuan" with a minimum of 3 yuan.

"The form of recommendation by famous writers can effectively shorten the distance between readers and writers, and live face-to-face communication can also help readers better understand the story and deep meaning behind the works." The person in charge of pinduoduo's book category said, "in the future, the book category will continue to unite with channels such as the platform's 10 billion subsidy to invite more well-known writers and cultural celebrities into the studio to appreciate good books with consumers. At the same time, we will continue to improve the scope and intensity of book products subsidies, so as to bring higher cost performance to consumers. "

In the live studio alone, 100000 consumers were attracted to buy online. Among them, Shen Shixi's collection of Chinese animal novels, the great great writer series and the four famous books were the most popular, driving the sales of children's books in relevant stores on that day by 230% compared with the previous day.

It is worth mentioning that the book category also provides the biggest discount in price through the 10 billion subsidy. Popular books have gradually entered the 10 billion subsidy zone of the platform, and the official subsidy rate of individual books has reached more than 30%. With famous writers live recommendation activities, book subsidies are as low as 50% discount.

"So far, the flagship store of pinduoduo, a Knowledge Publishing House, has broadcast 667 live shows, with a total of more than 13.28 million viewers." According to the person in charge of the Knowledge Publishing House, live broadcasting has become the growth engine of knowledge publishing houses, driving the sales revenue of stores to more than 70 million yuan (code foreign), and has rapidly grown to the first place in the list of enlightening cognitive shops and children's English. Knowledge Publishing House is a well-known publishing house with a history of more than 40 years. It belongs to China Encyclopedia publishing house.

Activate sinking Market

On the other hand, although the proportion of digital reading is increasing, the problems of "shallow reading" and "impetuous reading" also follow due to a lot of digital information activities. The 2020 Shanghai national reading survey report shows that "need deep reading" and "need to read repeatedly" have become the two most important reasons for choosing paper books to read.

Deep reading can effectively relieve anxiety, especially some classic books. According to pinduoduo's 2020 reading report released by pinduoduo, more than 100000 classic books will be sold on pinduoduo in 2020, a year-on-year increase of 124%. This may be related to the fact that during the outbreak of the epidemic, consumers' reading time was more continuous, reading books and periodicals was longer, and the purpose of reading books and periodicals was more clear.

In the past year, the most popular books on pinduoduo platform mainly cover inspirational, teaching aids, children, and poetry. Among them, the top 5 best-selling books are Murphy's law, Quanyou jinjuan, 300 Tang poems, bad habits please go away and 365 night bedtime stories. At the same time, the sales of science and technology books grew the fastest last year, with a year-on-year growth rate of over 282%; The second is the study of teaching aids, fiction literature and instrumental encyclopedia, with the corresponding growth rates of more than 202%, 170% and 155% respectively.

According to the person in charge of the operation center of boku.com, boku.com has realized the effective expansion of new reading groups on pinduoduo platform. In 2020, the number of users in the third and fourth tier cities will exceed that in the first and second tier cities, and the student population will be expanded rapidly“ In 2020, the sales volume of boku.com in pinduoduo has increased 7 times compared with that in 2019. We hope to promote nationwide reading together with the platform. "

Industry analysts pointed out that with the increase of residents' income level and the popularity of mobile Internet in urban and rural areas, the demand of non key urban residents for entertainment content consumption is increasing, and the market development potential of online book consumption in these areas is expected to be further released.

According to pinduoduo's data, book orders and transactions from rural areas increased by more than 180% year-on-year; Among them, the book order volume and Book transaction volume growth rate of rural primary and secondary schools also exceeded 152%. Xinjiang and Tibet surpassed Shanghai and Beijing, becoming the regions with the fastest growth in the number of "spell book" orders. With the comprehensive popularization of online shopping, Northwest China shows higher enthusiasm than first tier cities in terms of knowledge absorption. The low-level market has become the new growth engine of the book market. Therefore, many book e-commerce companies have carried out development and layout in the low-line market in order to obtain a larger market share.

At the same time, thanks to the smooth flow of rural logistics "the last kilometer" and the convenience of mobile payment, there is a "strong convection" of agricultural products entering the city and knowledge going to the countryside. According to the report, readers in rural areas are particularly fond of instrumental books. Among them, "electrician's Manual", "vegetable planting treasure", "new technology of sheep raising", "Introduction to automobile maintenance" and "high efficiency pig raising technology" are among the best. In particular, the task of poverty alleviation in the new era has been completed as scheduled. The report shows that in the past year, the enthusiasm of users in remote areas for book cataloguing has been on the rise. The volume of book collage from the original three districts and three prefectures has increased by more than 182%.

In addition, the "more reading month" also launched the "scholarly corner" donation program, the first stop in Liangshan Yi Autonomous Prefecture of Sichuan Province, donating 10000 teaching books to local primary and secondary schools. On the basis of this plan, reading month will also launch a public welfare action of "reading for you" to send books to children in remote areas.

Liangshan, located in the southwest of Sichuan Province, was once one of the "three districts and three states" deep poverty-stricken areas in China. Previously, pinduoduo has cooperated with the local government to launch consumption poverty alleviation week, with online and offline sales reaching 126 million yuan. The new e-commerce platform is a new attempt of poverty alleviation cooperation between the East and the West. In February this year, pinduoduo, as a representative of Internet enterprises, was awarded the title of "national advanced collective for poverty alleviation" at the national poverty alleviation summary and commendation conference.

"In the" more reading month ", we also launched a series of public welfare activities, including this visit to Daliang Mountain to bring spiritual food to the children, hoping that they can grow up more happily."“ In the future, pinduoduo will continue to launch "shuxiangjiao" donation program in Guizhou, Yunnan, Qinghai and other places to bring more cultural reading materials to children, the person in charge said.

On the other hand, with the gradual rise of generation Y and generation Z, the younger Book users are becoming more and more obvious. The report also shows that in the list orders of literary novels, more than 40% of them are post-95 and Post-00, which has exceeded the proportion of readers after 75.

Among the current three e-commerce platforms, pinduoduo has the highest proportion of young people, and the proportion of post-95 users has reached 32%. According to its fourth quarter financial report, the number of active buyers of pinduoduo reached 788 million, and 32% of the new generation of consumers is quite large in volume.

"In the past year, the e-commerce penetration rate of the book industry has reached nearly 60%, but there are still a large number of emerging reading groups whose needs have not been fully met." The relevant person in charge of pinduoduo further said, "in the next step, the platform will continue to increase subsidies for genuine good books, meet the needs of consumers in various forms, provide diversified support for high-quality creators, and work with all parties to promote" fair consumption, knowledge and universal benefit. "

?