On September 4, the launch event of the 2026 Chinese Farmers' Harvest Festival Golden Autumn Consumption Season (hereinafter referred to as the "Golden Autumn Consumption Season") was held in Shanghai. As one of the representatives of the e-commerce platform, Pinduoduo participated in the joint release of measures to promote consumption during the golden autumn, launched many measures to help farmers and benefit farmers, such as promoting urban and rural consumption and helping farmers increase their incomes. The platform also co-organized the "Fenghua Vientiane" light food and light exhibition area with the China Agricultural Film and Television Center, and jointly invited a number of agricultural anchors to bring goods on-site to popularize science on harvest culture and activate new momentum for healthy consumption of agricultural products.
On the same day, Pinduoduo joined forces with 300,000 agricultural goods merchants on the platform to jointly launch the "Duoduo Harvest Pavilion", covering multiple categories of agricultural commodities such as fruits and vegetables, seafood and aquatic products, meat, poultry, eggs, milk, and regional flavors. Consumers only need to search for "Duoduo Harvest Pavilion" on the Pinduoduo site to buy special agricultural products from various places in one stop, welcoming the golden autumn and celebrating the harvest together with more than 1,000 agricultural production belts across the country.
In March this year, Pinduoduo upgraded its "100 billion support" program and launched the "2026 Duoduo Good Specialty Products" project, increasing investment in the agricultural product supply chain and empowering the development and upgrading of the entire agricultural specialty industry chain. Relying on the "2026 Duoduo Good Specialty Products" special project, during this year's harvest festival, Pinduoduo will also invest 1 billion yuan in subsidy funds and 2 billion yuan in traffic resource packages to build a long-term operation mechanism to promote the sales of agricultural products, continuously improve the quality of agricultural products, and leverage new increases in healthy consumption in urban and rural areas.
Quality and health have become the key words of "Duoduo Harvest Museum", and traceable salt field shrimps are in short supply
This year, the "Duoduo Harvest Pavilion" has set up five special areas to explore Shanghai, the land of fish and rice, Jingchu premium products, Bayu "local specialties" famous and high-quality products, and support farmers and tens of billions of subsidies. Together with the agricultural authorities in Shanghai, Hubei, Chongqing, Sichuan, Anhui, Hunan and other agricultural authorities, they have jointly created online and offline integrated consumption scenarios. They have provided normalized and systematic support for agricultural product consumption for two consecutive months, and have focused on organic, healthy, green and other quality agricultural products to promote agricultural efficiency and increase farmers' income.
As the Mid-Autumn Festival is approaching, regional specialty cakes, fruits and vegetables are in hot season. In Shanghai, the time-honored Chinese brand "Shen Dacheng" has been preparing for a long time. This year, in response to the trend of healthy and snack-oriented mooncake consumption, Shen Dacheng launched sugar-free Soviet-style mooncakes at the "Duoduo Harvest Pavilion", launching classic flavors such as fine five-nuts, salt-and-pepper nuts, and rose fine sand. By combining natural grains and dietary fiber, it balances flavor, taste and sugar control needs, and meets consumers' light-burden dietary needs such as low sugar and low oil.
At the same time, in response to consumer demand for environmentally friendly and simple packaging, Shen Dacheng launched a graded packaging solution to match different consumption scenarios. "In addition to the high-end gift boxes for business gifts, for daily self-eating needs, we have launched independent small bags for convenient home consumption. For urban souvenir needs, we have integrated Shanghai-style cultural elements into the packaging to highlight Shanghai characteristics. Through sophisticated scene operations, we will bring consumers healthier and richer Mid-Autumn consumption choices." said Shen Dacheng, the person in charge of the brand.
In Binzhou, Shandong Province, the local specialty salt field shrimp has also entered a concentrated market period. Binzhou's coastal tidal flats were once saline-alkali wastelands where "no food could be grown and no grass could grow." It wasn't until locals took advantage of the salt brine to raise shrimps that this "barren land" came to life. Li Mingzhuang is a local born after 1985 in Binzhou. In 2025, he took the lead in bringing the local specialty salt field shrimp to Pinduoduo. The average daily sales volume of 10,000 kilograms not only opened up the popularity of salt field shrimp, but also gave shrimp farmers the confidence to increase production and income.
In order to ensure the growth environment of shrimp seedlings, this year, Li Mingzhuang introduced third-party agency testing and registration from the breeding stage, from water quality testing, breeding density, to feeding and maintenance, processing and packaging, to achieve full traceability. He also introduced automatic sorting machines and built a processing factory. Shrimp that meet the standard specifications are sold on Pinduoduo, and small shrimps are made into shrimp slippers. The salt field shrimp industry has been accelerated. "This year our first harvest of shrimp has been in short supply. Next, I hope to lead the folks to build the reputation of Binzhou salt field shrimp and make this salt-alkali tidal flat a cornucopia for everyone." Li Mingzhuang said.
In Hubei, Honghu lotus root has also ushered in a harvest season. He Gang has been running the local lotus root business for nearly eight years. This year, he not only launched fresh lotus roots, lotus root strips and other seasonal products on Pinduoduo, but also developed a variety of related agricultural and sideline products, such as pickled pepper lotus root strips that can be opened and eaten, window flower lotus root slices that can be boiled, etc. He has developed new varieties of Honghu lotus roots one by one, capturing a large number of young consumers.
According to He Gangang, in the past, Honghu lotus roots were mainly sold to the Yangtze River Delta, Pearl River Delta and the North China Plain. This year, with the support of Pinduoduo’s “E-commerce Westward Expansion”, the sales radius of Honghu lotus roots has been further expanded to Inner Mongolia, Tibet and other western regions, driving tens of thousands of surrounding lotus root farmers to increase their incomes.
Four major measures to increase agricultural investment and stimulate urban and rural consumption vitality
According to Zeng Hao, Pinduoduo’s deputy general manager of public affairs, during this year’s harvest festival, Pinduoduo will launch four major measures to increase investment in agriculture to further stimulate the vitality of urban and rural consumption and inject new momentum into rural revitalization.
First, with the help of the "2026 Duoduo Good Specialty Products" special project, increase investment in the agricultural product supply chain, focus on empowering the entire agricultural industry, and promote the improvement of agricultural added value; second, continue to explore innovative paths that highly integrate agricultural economic benefits, social benefits, and ecological benefits, and promote agricultural production through competitions such as the "Duoduo Agricultural Research Science and Technology Competition" The industry's cutting-edge technology innovation, application and promotion; third, the launch of the "Duoduo Harvest Pavilion", increased subsidies and traffic resource investment, continue to help high-quality agricultural products, strengthen the brand building of agricultural products; fourth, organize a series of activities such as the Harvest Festival special exhibition area, live broadcast to help farmers, innovate consumption scenarios, and broaden the sales channels of agricultural products.
At the launch event of the golden autumn consumer season, Pinduoduo and the China Agricultural Film and Television Center jointly organized the Light Food Exhibition Area, which attracted many consumers to check in and place orders. The exhibition area has a total of 20 booths, attracting the participation of more than 30 high-quality agricultural product companies from Shanghai, Hubei, Chongqing, Sichuan, Anhui, and Hunan provinces. Through visual science display boards, representative product display and experience, etc., it activates the potential of healthy consumption and taps new increases in agricultural product consumption.
At the core of the venue, Pinduoduo built a real-life plant factory for the Duoduo Agricultural Research Competition. Through scene restoration and explanation, Pinduoduo showcased the platform’s practices and achievements in promoting the implementation of cutting-edge agricultural technologies. In addition, the platform cooperates with the China Agricultural Film and Television Center to organize and invite agricultural anchors and well-known hosts of the Agricultural Film Center to conduct live broadcasts to help farmers. Representatives of local agricultural authorities and agricultural product companies are invited to the Pinduoduo live broadcast room to promote local specialty agricultural products through knowledge popularization, tasting reviews, etc., and further promote the rise of high-quality agricultural products.
Zeng Hao said that Pinduoduo will rely on the "100 billion support" plan to continue to carry out actions to help farmers and benefit farmers, empower the entire agricultural industry chain with digital intelligence and customization, solve problems such as insufficient standardization of fresh products and low added value, and promote agricultural product merchants to accelerate quality and brand transformation to better meet diverse consumer needs.
