Pinduoduo'S "Brand" Ambition: Support 100 Industrial Belts And Target Sales Of 1 Billion Yuan

Since this year, in order to overcome the impact of the new epidemic on the industrial belt, foreign trade enterprises have opened the road of domestic sales transformation.

"Many foreign trade enterprises have been engaged in international order business for a long time, and they do not understand the domestic market, and they do not have historical data. Therefore, the traditional central model is not conducive to the development of foreign trade enterprises. The new brand plan just aims at foreign trade enterprises, exploring a different road, and can provide a lot of effective suggestions and data." On October 22, Chen Qiu, vice president of pinduoduo, said.

On the same day, pinduoduo announced the comprehensive upgrading of its "new brand plan." by 2025, we will support 100 industrial belts and launch 100000 customized products through cooperation with domestic high-quality manufacturing enterprises, so as to drive the new brand plan shortlisted enterprises to increase 1 trillion sales Chen Qiu further said that more independent brands would be incubated through 10 billion yuan subsidy support, business group testing funds per second and customized brand promotion programs.

In 2018, pinduoduo put forward the "new brand plan" for the first time, hoping to support 1000 industrial factories in five years by establishing a systematic platform focusing on the growth of China's small and medium-sized manufacturing enterprises. In this new upgrade of the new brand plan, the first is to increase the support target.

At present, pinduoduo has successively reached strategic cooperation with more than ten provinces, autonomous regions, cities and governments at all levels including Qingdao, Yantai, Shanghai, Dongguan and so on. Through the cooperation between government and enterprises, pinduoduo has helped foreign trade enterprises transform the domestic market and expand the domestic demand market.

In this regard, Wu Bofan, a well-known scholar and founder of Bofan time, believes that China has formed a powerful "tide of economic applicability", and now the made in China brands who have studied arts for many years are also in an unprecedented dividend period. Based on the current policy, technology and consumer market dividends, Chinese brands will continue to explore reverse customization to meet the needs of consumers in the greatest depth and breadth.

Brand is a common problem faced by Chinese manufacturing enterprises. Pinduoduo has cooperated with several industrial belts and enterprises to explore more brand support modes, which has achieved fruitful results. Chinese vision

Four measures to promote innovation

Launched more than two years of pinduoduo's new brand plan, has delivered more than expected answers. According to the official data of the company, 1500 enterprises have participated in customized R & D and launched more than 4000 customized products, creating 460 million orders. In the third quarter of this year, the average daily sales of customized goods exceeded 2 million, creating millions of new jobs for small and medium-sized enterprises.

It is understood that in recent years, pinduoduo's "new brand plan" has visited and investigated many enterprises, including many factories with strong design, manufacturing and supply chain integration capabilities, but most manufacturers and products are unknown. Since this year, with the outbreak of the epidemic in the world, foreign trade enterprises have a stronger demand for domestic sales. In order to help relieve the difficulties of the agent factories, pinduoduo has specially built a targeted green channel of "transferring foreign trade to domestic sales". So far, it has promoted more than 1000 foreign trade enterprises to settle in the platform zone, providing them with full chain enabling services including data, pricing, sales and operation.

"Since the launch of the new brand plan, pinduoduo has received applications from tens of thousands of manufacturing enterprises, many of which are not OEM factories, but have high-quality capacity, and some have explored innovative brands." In an interview with the 21st century economic reporter, Chen Qiu said that brand is a common problem faced by Chinese manufacturing enterprises. Pinduoduo has cooperated with several industrial belts and enterprises to explore more brand support modes, which has achieved fruitful results.

For example, under the advice of the new brand laboratory, Kaiqin transformed the exported steaks machine into an electric cake pan more suitable for domestic consumers, which was very popular and sold nearly 180000 pieces.

"The common new brands of paper towel in the market are basically cultivated by pinduoduo. They are not only selling well in pinduoduo, but also in other e-commerce platforms and offline markets." Taking tissue as an example, Chen Qiu said that the paper towel industry is an industry with a special concentration of brands, but before that, many tissue brands in China were established by multinational companies and Hong Kong funded enterprises.

Pinduoduo found the original OEM factory that helped the production of first-line tissue brands. It adopted a completely different system and accurately sent all the summarized and collected data to the manufacturers. Manufacturing enterprises can produce according to the data. In the past two or three years, pinduoduo has developed four or five new and quasi first-line tissue brands.

For the cultivation of new and cutting-edge brands, pinduoduo continues to increase investment resources. Through pinduoduo's data support, "our brand can quickly master customized products in one hour, two hours, or even shorter time. What are the possible improvements? The relevant industrial belt will quickly adjust the planning, so as to form an ecology closer to c2m." Chen Qiu explained.

It is worth mentioning that pinduoduo also helps to customize brand promotion programs, such as planning to launch some large-scale factory open days, etc. The main goal is to upgrade the number of famous OEM companies from "1 000 OEM companies" to "2 major brands"; the main goal is to upgrade the number of new brands from "1 000 OEM" to "2 major brands" There are four modes of brand support and old brand reconstruction of domestic products.

Zhang Chunyu, a researcher at the Chinese Academy of Social Sciences, believes that the "new brand plan" can not only provide Internet sales channels for export-oriented enterprises, but also help enterprises incubate brands, accurately create brands according to product characteristics, reduce costs and improve success rate. At the same time, the new brand program can also serve as an alarm clock and booster. At present, there are still some export-oriented enterprises that the sluggish external demand is a temporary situation, which will improve after the epidemic. Pinduoduo's "new brand plan" is using the alarm clock to wake up these "sleeping" enterprises by taking the initiative to help these enterprises to move forward.

Data reverse enabling

For most of the enterprises engaged in foreign trade, brand is a lingering pain.

In the same production line, a number of products branded with European brands have become world famous products and sold at high prices. Another batch of Jinxi's packaging boxes were sold to the domestic market, but no one paid attention to it.

Huang Huafeng, founder of Xishi brand and chairman of Guanhua Stainless Steel Co., Ltd., disclosed that after the establishment of the brand in 2009, he has been exploring hard transformation for more than 10 years. Until June this year, under the background of the series of measures taken by the relevant departments of Shanghai municipal government to stabilize foreign trade, Xi Shi settled in the new e-commerce platform and became a strategic partner of the "new brand plan" and rose rapidly, with a daily sales of more than 3000 stainless steel frying pans. Finally, it took the first step towards national brand.

"For a long time, our products are exported to Europe and the United States for thousands of prices, but only a few hundred at home. However, users don't feel fragrant, and even think that Xishi is an unknown brand. However, after the cooperation with pinduoduo, our brand recognition and word-of-mouth effect have been rapidly improved, and value for money has become the label of Xi Shi. As far as consumers are concerned, it's just the same for consumers. " Huang Huafeng said.

Previously, the company has been a leading European kitchen utensils brand such as WMF, rosle, Fissler and berndes, as well as a global supplier of IKEA. A live broadcast changed Huang Huafeng's mind. On August 23, pinduoduo's "10 billion subsidy" launched the live broadcast of Chinese Valentine's day, with actor Zhong Hanliang helping. In order to participate in this activity, Xi Shi quickly customized a frying dual-purpose, large caliber frying pan.

Considering the habits of Chinese consumers, under the suggestion of pinduoduo's new brand laboratory and the preference of users on the platform, Xi Shi selected a non stick frying pan with large capacity and stable handle, and designed three SKUs without cover, with cover, with cover and silicone shovel. At the same time, in terms of brand positioning, Xishi clearly puts forward the concept of "factory goods", and shows the scene of factory assembly line, pot production and assembly to users through video.

In pinduoduo, the export tax, circulation fee, middleman's profit and other invisible sales costs are saved. The practice of directly subsidizing the expenses to consumers is conducive to the rapid accumulation of word-of-mouth and popularity of the brand through the sales volume in a short period of time. Coincidentally, Jinhui knives and scissors, a leading enterprise in tool manufacturing, has found new business opportunities in pinduoduo.

Founded in 1989, the company is the only export inspection free enterprise in the domestic hardware knife and scissors industry. Its technology is at the international leading level. It is a manufacturer of world top kitchen utensils such as shuangliren and WMF. Zhong Jialiang, deputy general manager of Jinhui knives and scissors, said frankly in an interview with 21st century economic reporter that brand is really too important for enterprises. It is difficult to win market competition only by focusing on product quality. "Especially under the influence of the epidemic, the overseas market has been greatly affected. The past half a year has not been particularly obvious, and by the third quarter, sales have dropped a lot. We have to pay attention to the Chinese market. "

As early as 2008, in order to expand its market, Jinhui knives and scissors invested a lot of money to set up branches in the core area of Shanghai, set up a talent team with high salary, and focus on offline supermarkets and stores. "At that time, it was mainly for the offline market, but the offline supermarket had sales requirements for the brands to enter, and the cooperation could be continued only when the monthly sales volume reached a certain level." Zhong Jialiang said that the company had to pay out of its own pocket to buy back the products put out to meet the performance requirements of the channel due to the poor sales volume.

Until this year, Jinhui knives and scissors won the "Wangmazi" brand, which has already been competitive in the consumer market, and quickly joined the new brand cooperation plan of pinduoduo. "In the past, the industry paid attention to special knives, but pinduoduo's big data tells us that consumers want a knife to have multiple functions." Zhong Jialiang said that before our new products were put into the market, it was impossible to predict whether they were suitable for consumers. Pinduoduo helped enterprises carry out reverse customization development according to the consumption data, which solved this problem very well.

According to the data, the sales volume of Wangmazi related knives and scissors on the platform has reached nearly 50 million yuan.

Brand awareness Awakening

For Zhong Jialiang, tmall and Jingdong have accumulated for many years, and the brand aggregation degree is relatively high. For new enterprises, they will have to bear a lot of costs, and the competition is also very fierce. And pinduoduo from the flow, service fees have given a lot of support.

At present, enabling reverse customization of big data has become the standard configuration of e-commerce platform, but operating cost, resource tilt, input-output ratio and marketing cost are still the most considered factors. "There is basically no cost in pinduoduo, and the input-output is better than other platforms." Liu Sui, general manager of Kaiqin electric appliances, told reporters of the 21st century economic report that no matter whether it is the data empowerment of the new brand plan, or the resource support of large promotion activities such as 10 billion subsidies, enterprises do not need to spend too much marketing expenses on pinduoduo.

In the past few years, Chinese enterprises have been apprentices for many years, from made in Britain, made in the United States, made in Germany, made in Japan, and today's made in China. However, the epidemic situation has forced the fixed path and habitual mode of export-oriented economy to be changed, and the establishment of self owned brand is imminent.

"In fact, there is no difference in technology and product quality between domestic and foreign diapers, and even some domestic materials are better used. Why are we so despised? " AI Chunyuan, chairman of Hunan Jieyun daily necessities Co., Ltd., pointed out that "in fact, the brand strength is not strong enough and the brand awareness is not high."

His own brand beiyingshuang and other related brands have achieved "one million per day sales" in pinduoduo stores. "Pinduoduo has given us a lot of suggestions. To refine it, we should seize the dividend, push more customized pop models, and create more new brands. Based on these three points, the follow-up also includes the core products customized for the first and second tier cities, improving the brand system, covering more post-90s and post-95 consumers, making IP, going out of the circle, and getting closer to national brands, etc AI Chunyuan has entered the fast lane of independent brand development under the guidance of big data of the platform.

In order to meet the personalized and differentiated needs of the post-95 and post-90 consumers, the company has cultivated a number of new brands through customization, and adopted the strategy of multi brand oriented consumers. At the same time, beiyingshuang has cooperated with pinduoduo team to produce a new co branded product with monkey king.

"Now these brand stores are operating well, filling the service space left by the main brand beiyingshuang. Now the market is changing fast. In order to remain invincible, I think only by following the pace of pinduoduo platform can we adapt to the changes of the market. " "Our goal is to achieve 1 billion product sales on pinduoduo platform by 2022," Ai said

Similar to beiyingshuang, the independent brand "Kaiqin" of Xinbao shares, a small household appliance manufacturer, also broke out in a short time. Xinbao is a manufacturer of international brands such as Electrolux, Philips, Panasonic and Siemens. In the past few years, Xinbao shares tried to develop its own brand, and the promotion was not as expected.

After Kaiqin joined the new brand plan, pinduoduo team conducted on-site investigation. It was suggested that Kaiqin should launch high-cost products such as electric cake bowls of 89 yuan, meat grinder of 49 yuan and blender of 35 yuan based on the original technology. The products sold well soon after they went online. The sales volume of electric cake dangles is nearly 180000 pieces, and the sales volume of meat grinder is more than 100000 pieces.

In the previous new brand plan, the customized products of pinduoduo platform are constantly increasing, "through the mode of fixed research and production on demand, and through the determined and massive demand, the uncertainty of enterprise's R & D and production can be reduced to help them achieve more stable development." Compared with the growth rate of other channels, we also explained that compared with other channels, Chen Duoduo's R & D expenses were reduced by more than 80%

After that, it will promote the number of OEM enterprises from 1000 to more high-quality manufacturers and expand their services to more Chinese enterprises.

As a new e-commerce platform, pinduoduo obtains users and collects demands by providing group joining function, which makes crowd effect and scale effect achieve an order of magnitude improvement. When businesses customize products according to the demand of order matching, the cost of customer acquisition, promotion and brand will be greatly reduced. Therefore, businesses are willing to give more profits and more benefits to consumers, thus forming a positive cycle. In the future, this idea may further promote the reform of China's manufacturing industry.

(trainee reporter Yi Jiaying also contributed to this article)

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