拼多多备战618：化繁为简直接补贴推动消费普惠

人民网2021-06-12

原标题：拼多多备战618：化繁为简直接补贴推动消费普惠来源：环球网近日，拼多多宣布今年618年中大促相关举措，吸引到迄今为止数量最多的品牌官方旗舰店直接参与，通过集体放价为消费带来品类丰富、实惠多多的产品。618当天，平台还将根据实时销售动态，将最热门、最优惠的Top3品牌送入主会场C位，方便消费者直达这场大型消费普惠活动的第一现场。今年618也开启了拼多多“百亿补贴”的第三年。自2019年年...

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来源：环球网近日，拼多多宣布今年618年中大促相关举措，吸引到迄今为止数量最多的品牌官方旗舰店直接参与，通过集体放价为消费带来品类丰富、实惠多多的产品。618当天，平台还将根据实时销售动态，将最热门、最优惠的Top3品牌送入主会场C位，方便消费者直达这场大型消费普惠活动的第一现场。今年618也开启了拼多多“百亿补贴”的第三年。自2019年年中推出后，“百亿补贴”目前已成为拼多多高速发展的重要引擎，同时也成功“出圈”，成为国内消费增长背景下的行业性现象。“618期间，我们将延续百亿补贴的思路，对市场关注越高、销量越好、反馈越佳的产品，加重补贴，多点诚意，少点‘套路’，办一场实现美好生活需要的年中大促。”拼多多相关负责人表示。化繁为简，回归大促初心自5月下旬始，各大电商平台便进入618备战阶段。从陆续披露的大促玩法来看，今年，平台普遍聚焦规则简化、优惠升级，关注重点重回消费体验。以拼多多为例，平台宣布一如既往地延续“极简”玩法，不搞预售、不付定金，用户只要“多拼单”就能获得“多实惠”。而且，部分商品支持拼满200元返还30元无门槛券，“拼得多、省得多”。众所周知，在中国零售行业原本的商品流通模型中，很大一部分成本用于寻找消费者。而通过“货找人”的拼团模式，当商家获得生产的确定性，用于推广、品牌等方面的费用顺势下降，商家也愿意给出更多让利。除了进一步释放“拼单”的聚集效应，618年中大促期间，拼多多还将联合入驻品牌，沿着“消费者喜欢什么，我们就补贴什么”的路径，实践上半年最大力度的消费直补，且补贴不设上限。阿根廷红虾、大白兔奶糖、回力鞋、泰国榴莲、大凉山苹果，还有阿迪达斯运动鞋、苹果手机……在拼多多“百亿补贴”频道上，单品补贴后的全网最低价、即时上升的拼单数量，绘成了反映中国消费市场实时活跃的一个折面图。今年以来，拼多多“百亿补贴”已累计售出超过10亿件各类品牌产品。与其他平台限时限量的补贴做法不同， 2021年一季报显示，拼多多这一季度用于销售与市场推广费用为129.974亿元，较去年同期增长78%。值得一提的是，整个6月份，拼多多还将持续加码对苹果、樱桃、荔枝等当季水果的流量倾斜与补贴力度，促进产销对接，助力解决“卖难”问题，加速推动优质农产品上行。品牌加持，完善基建短板今年的年中大促，品牌化将成为拼多多的重点与亮点。5月下旬，拼多多推出“百亿补贴”两周年活动，向市场释放了加速推动品牌入驻，提高入驻门槛和服务标准等信息。而接档百补周年大促的618年中活动，品牌依旧是关键词。据了解，拼多多今年的年中大促由一个主会场和多个类目的品牌会场组成。其中，主会场首屏页面目前呈现的是此次参与活动的品牌旗舰店，涵盖手机数码、母婴玩具、食品车品、品质服饰、家居百货等类目。而618当天，这里将以小时为节点，推送平台上最受欢迎的三家品牌旗舰店。消费者可以用订单投票，送自己喜欢的品牌上C位。今年以来，越来越多的国内外一二线品牌加速入驻拼多多。而此次618是这些品牌旗舰店首次集中亮相并“组团”降价。有行业专家认为，618等电商大促考验的是货品周转高峰时期的平台服务效率与供应链能力。而品牌加持的背后是拼多多希望通过更高的准入门槛和服务标准，筛选出供应链及服务能力较强的商家，进而提升对消费者的吸引力与满意度。目前，拼多多还对售中、售后的服务体系进行了全面的升级。比如，618主会场提供“语音陪你逛”服务，希望为银发族用户增添网购乐趣。又如，“百亿补贴”频道的农产品在年中大促期间将全部实行顺丰包邮、坏果包赔；而该频道的大部分订单目前都支持24小时内发货，退货时一键免费让快递员上门取件；信用良好的用户还可享受一键退款、立即到账。随着更多品牌入驻，物流持续提效保证体验，拼多多有望通过这一轮的基础设施建设投入，构建起新的壁垒与优势。(责编：李源、董童)分享让更多人看到","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[{"id":186423357,"gmtCreate":1623532679879,"gmtModify":1704205483623,"author":{"id":"3575044403730346","authorId":"3575044403730346","name":"暴风里的鸡蛋壳","avatar":"https://static.tigerbbs.com/b41dfc8827b17f2442f628bf066fb51e","vip":1,"hat":"https://static.tigerbbs.com/3b7820dfed76481d8dc4de6ac5a7a136","crmLevel":12,"crmLevelSwitch":1,"authorIdStr":"3575044403730346","idStr":"3575044403730346"},"htmlText":"ok","listText":"ok","text":"ok","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/186423357","repostId":2142008552,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"EN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":1,"commentSize":1,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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拼多多备战618：化繁为简直接补贴 推动消费普惠

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拼多多备战618：化繁为简直接补贴推动消费普惠