拼多多“千亿扶持”计划加码农业

大众日报2025-04-16

□ 本报记者胡羽近日，拼多多“千亿扶持”计划推出的“2025多多好特产”农业专项正式启动，首站走进江苏省连云港市，为包括连云港和山东临沂、日照等地的150多位中小商家进行电商培训，推出多项扶优助农的新举措，并就商家的“急难愁盼”问题答疑解惑。连云港地处黄海之滨，鱼类、虾类、贝类品种丰富，但因产业结构单一，商家缺乏品质生鲜的运营能力和品牌意识，导致当地海鲜的名号并不响亮。针对这一现状，“多多好特产...

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胡羽近日，拼多多“千亿扶持”计划推出的“2025多多好特产”农业专项正式启动，首站走进江苏省连云港市，为包括连云港和山东临沂、日照等地的150多位中小商家进行电商培训，推出多项扶优助农的新举措，并就商家的“急难愁盼”问题答疑解惑。连云港地处黄海之滨，鱼类、虾类、贝类品种丰富，但因产业结构单一，商家缺乏品质生鲜的运营能力和品牌意识，导致当地海鲜的名号并不响亮。针对这一现状，“多多好特产”专项小组带去了定制解决方案，即通过平台大数据，赋能连云港商家丰富供应链，实现品质海鲜周年供给，并依托平台补贴、黑标资源等，助力优质商家迅速成长，打造店铺品牌。“90后”任善良原本是一名远洋货轮驾驶员，2023年返乡创业，将家乡产的鱼虾搬上了拼多多，以另一种形式继续着他的“海洋营生”。初入电商行业，任善良是个完全的“小白”。“连云港海鲜一般要到秋季才会大量上市，但等到旺季才铺排产品已经晚了，店铺没有积累热度，销量就冲不上去。”任善良说。在拼多多水产运营人员的建议下，任善良今年调整了策略，春节后他便赶赴湖北潜江，为4月份的小龙虾旺季寻求货源，以填补上半年的产品空白期。据“多多好特产”水产负责人介绍，为鼓励商家开拓产品线，平台将推出双重举措助力商家实现周年运营，其一是在销售淡季给予新品流量倾斜，鼓励商家开拓供应链，丰富产品供给；其二是助力商家发挥连云港活鲜优势，定向扶持特色鲜活海鲜。在连云港的水产圈，商家周炳坤是个“传奇”。去年9月，他在拼多多开店，截至当年的年货节，店铺日销量已超过万单，鲜虾、带鱼、带鱼段等单品都在当地创下了销量纪录。“尽管海鲜资源丰富，但一直没有品牌商家。”这句话道出了像周炳坤这样商家的短板。针对这一现状，拼多多平台将推出三大举措，从产品、运营、供应链等维度为当地商家规划品牌成长路径。“多多好特产”水产负责人表示，水产商家的品牌化一直是个难题，0类目保证金降低了商家的试错成本，商家可以针对品牌调性进行多维度探索，店铺的定位越明确，平台算法越能精准识别并匹配目标人群，推动店铺品牌成长。同时，拼多多通过1V1深度指导和资源对接，全面提升商家对品质产品的运营能力。在“多多好特产”水产负责人的建议下，周炳坤将已经上新的扇贝肉页面进行了调整，除了克重，他还做了普通白扇贝肉的对比图。另外，拼多多还加大对品质海鲜的扶持，为商家规划品牌成长路径。除了“黑标品牌”，平台还推出了“星级”、“回头客好店”、“官方认证”等品质指标，在商家达到相关资质后，通过集中曝光和补贴，助力优质商家脱颖而出。据了解，今年4月，拼多多推出“千亿扶持”计划，未来三年拟投入1000亿元，持续发力用户、商家及平台多方共赢的商业生态。在农业领域，拼多多“千亿扶持”计划将依托“2025多多好特产”专项行动，继续加码农货、水果、海鲜、水产等品类的扶持力度，深入全国各大农牧产区，探索农货上行新模式，助力产业提升附加值，推动农牧产业增产增收。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":1,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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