618 Cold outside and hot inside, Pinduoduo strives to be upstream

On the first day of Shanghai's resumption of work in early June, Zhang Man looked at the numbers that kept beating in the backstage of the store, and finally let go of a dangling heart.

Zhang Man is an employee of the domestic sports brand Xtep. In order to prepare for this year's 618, he allocated a large number of summer new models to the Shanghai warehouse as early as April. However, the sudden outbreak of the epidemic broke the original plan. As one of the four major warehouses of Xtep in China, if the goods cannot be shipped in time, the entire second quarter, including 618, will show a loss. Fortunately, Shanghai ushered in the unblocking on the eve of 618. In order to get back the lost orders, Zhang Man signed up for Pinduoduo's 618 Mid-Year Promotion, and sent many excess discounts and benefits to consumers.

Zhang Man said that the order of Xtep's official flagship store 618 in the first week increased by more than three times compared to the previous week. With the further recovery of logistics, the Shanghai warehouse rebounded faster than expected, and the current express shipments have recovered to the pre-epidemic level. about 90%.

For Zhang Man, this is the most special 618 he has experienced over the years in his e-commerce campaign.

Not only Zhang Man, but for many manufacturing brands and e-commerce platforms, this year's 618 is also very special. In the eyes of the outside world, this year, e-commerce platforms are no longer competing to publish core battle report data including GMV as in previous years. The disappearance of several major anchors also makes the atmosphere of 618 this year less hot than in previous years.