On September 23, the autumnal equinox of the lunar calendar, the ninth national home event of the Chinese Farmers' Harvest Festival officially kicked off in Dongjiao Village, Zaoyang City, Xiangyang City, Hubei Province. As a representative of the e-commerce platform, Pinduoduo participated in this event, displaying the results of "Duoduo Harvest Pavilion", consumption-assisted agriculture, technology-enhanced agriculture and other agricultural benefits through booths and special areas, innovatively integrating online and offline agricultural product consumption scenarios, and activating the vitality of urban and rural consumption in an all-round way.
In order to continue to help increase production and income in agricultural production areas across the country, on September 4, Pinduoduo jointly launched the "Duoduo Harvest Pavilion" with 300,000 agricultural commodity merchants on the platform and more than 1,000 agricultural production belts across the country. Relying on the "100 billion support" special investment, it continues to leverage new increases in agricultural commodity consumption. With the resource support of "Duoduo Harvest Hall", Honghu lotus root and other agricultural products have opened up new markets in the west and other areas. Time-honored food brands have activated new consumption among the younger generation, continue to enrich the upstream forms of agricultural products, and help farmers in production areas have a bumper harvest and increase their income.
Zeng Hao, Pinduoduo’s deputy general manager of public affairs, said that the Chinese Farmers’ Harvest Festival is an important carrier for e-commerce platforms to showcase their effectiveness in helping farmers and continue to help farmers. Pinduoduo will continue to take advantage of special resources such as "100 billion support" and "2026 Duoduo Good Specialty Products", increase investment in the agricultural product supply chain, activate new consumption of agricultural products with high-quality supply, and share the joy of the autumn harvest.
Online and offline integration, specialty products and customs are accelerating out of the circle
At the event site, Pinduoduo built the “Duoduo Harvest Pavilion” offline booth to showcase the specialties and customs of representative agricultural producing areas across the country. With the support of the Hubei Provincial Department of Agriculture and Rural Affairs, Pinduoduo has also opened the "Jingchu Premium Products Zone, the land of plenty" to showcase the specialty products of Hubei Province. The innovative integration of online and offline consumption scenarios has attracted many tourists to check in and buy together. With the support of platform traffic and real money, Hubei silk seedling rice, Zigui navel oranges, Xiaogan rice wine, Honghu lotus root and other Jingchu customs have accelerated out of the circle, and have stepped out of Jingshan and Chushui to go nationwide.
In addition, Pinduoduo has used thematic exhibition areas to showcase its measures and achievements in benefiting farmers through consumption and strengthening agriculture through science and technology.
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. So far, the "2026 Duoduo Good Specialty Products" project has entered dozens of agricultural specialty areas such as Guizhou matcha, Hubei crayfish, Guangdong orange red, and Shandong Yantian shrimp, promoting the standardization and quality of agricultural products. Relying on platform data insights, we will continue to develop upstream forms of agricultural products, help increase the added value of agriculture, and promote the integrated development of primary, secondary and tertiary industries in agricultural production areas.
In terms of strengthening agriculture through science and technology, Pinduoduo has established the "Pinduoduo-China Agricultural University Research Fund", organized agricultural competitions such as the "Duoduo Agricultural Research Science and Technology Competition", and actively explored ways to strengthen basic research and tackle key agricultural core technologies. Recently, the final competition of the fifth Duoduo Agricultural Research Science and Technology Competition has entered a fierce stage. Four participating teams from all over the country have independently built plant factories to comprehensively explore scalable plans for off-season large-scale planting of strawberries and explore innovative paths that combine agricultural economic benefits, social benefits and ecological benefits.
High-quality agricultural products are a hot seller at “Duoduo Harvest Hall”
On September 4, on the day of the launch of the golden autumn consumption season of the 2026 Chinese Farmers' Harvest Festival, 300,000 agricultural goods merchants on Pinduoduo's joint platform launched the "Duoduo Harvest Pavilion", covering vegetables and fruits, seafood and aquatic products, meat, poultry, eggs, milk, and regional flavors. and other agricultural commodities, relying on the "100 billion support" and "2026 Duoduo Good Specialty Products" special projects, investing 1 billion in subsidy funds and 2 billion traffic resource packages to provide regular and systematic support for the consumption of high-quality agricultural products for three months.
On the eve of the Mid-Autumn Festival, Baiyangdian salted duck eggs ushered in a hot-selling season on Pinduoduo. Baiyangdian Salted Duck Egg is a national geographical indication product of China, with a chewy texture and an oily salty aroma. However, the sales radius has been limited to the Beijing-Tianjin-Hebei region for a long time, and the brand awareness is not high. According to platform merchants, this year, with Pinduoduo's empowerment of the agricultural product supply chain, the factory introduced automated production equipment, which not only greatly improved the standardization of salted duck egg products, but also launched customized packaging products such as family packaging and gift packaging in conjunction with festival consumption scenarios such as the Mid-Autumn Festival, which has won the favor of consumers in the Yangtze River Delta, Lingnan and other places. "We had an overwhelming number of orders one week before the Mid-Autumn Festival, with more than 8,000 orders sold every day." A Baiyangdian salted duck egg merchant said.
In Tianshui, Gansu, Huaniu apples ushered in a good harvest in September. Compared with the sales of primary agricultural products in previous years, this year, based on the platform's insights into consumption trends such as "health care" and "emerging tea drinks", in addition to the hot sales of Huaniu apples, local merchants have also developed differentiated products such as dried Huaniu apples and Huaniu apple tea, further opening up the sales of Huaniu apples. "In the past two years, with the hot sales of Huaniu apples, the changes in our village have been visible to the naked eye. The dirt roads have turned into cement roads, and many villagers have built new houses. Huaniu apples have become the 'golden fruit' in everyone's hearts." said the Huaniu apple merchant on the platform.
In order to deeply explore and display regional agricultural products, during the Harvest Festival, Pinduoduo also cooperated with CCTV News to launch origin traceability documentary programs, which went deep into Yunnan, Heilongjiang, Hubei, Gansu and other places to reveal in depth the entire chain of planting, harvesting, sorting, packaging, and transportation of mushrooms and flowers in Yunnan, lotus roots, crayfish in Hubei, Huaniu apples in Gansu Tianshui, etc., to showcase the stories of origin and further increase the popularity of regional 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, focusing on empowering the entire agricultural industry chain, solving problems such as insufficient standardization of fresh products, low added value, and insufficient branding, helping the agricultural specialty industry achieve a value jump, and continuing to enrich consumers' dining tables with the supply of high-quality agricultural products.
