· Yunnan-related travel orders surged 330% hours after promotion campaign went live
· Consumers can travel first and pay only later if they are satisfied with the experience
Vacations typically take a bit of planning, sometimes weeks or even months ahead of time. Now, Pinduoduo (PDD) is making it easier to just drop everything and head out.
PDD rolled out a Yunnan tourism festival on July 20, lasting through the rest of the month, to promote travel to the picturesque southwestern province. The interactive e-commerce company worked with several tour agencies to develop packages to popular destinations like Kunming, Dali and Lijiang.
To make it easier for consumers, they can “travel first, pay later” by signing up for the tour with just a small upfront fee. If they are not satisfied with the experience, they can opt not to pay, no questions asked. There is also the added incentive of “buy one, get one free” to make it easier and more wallet-friendly for friends and family to travel together.
Since the campaign went live on July 20, Yunnan travel-related orders surged by 330% within a few hours, according to the company. A six-day package to Kunming, Dali and Lijiang was among the most popular items, with more than 4,000 team purchase orders.
During the campaign, PDD will also hold several “livestreaming tours” taking users on tours of destinations like Dali and Xishuangbanna and offer deals on accommodation, souvenirs, and local agricultural specialties.
PDD has grown from an online seller of fruit and vegetables since its founding in 2015 to operating an e-commerce marketplace used by more than 600 million consumers, who now trust the platform to buy everything from daily necessities to big-ticket items like cars and apartments, to services like travel and health checkups.