Pinduoduo's "Hundred Billion Support" Initiative Promotes Delivery of Packages into Villages

With the support of the “longest Spring Festival holiday in history,” the consumer market in 2026 is “full of momentum.” The festive atmosphere in rural areas is immersed in vibrant red Spring Festival couplets, drifting with the aroma of rolling dishes, and packed in every parcel that crosses mountains and reaches the countryside. In vast rural villages and towns, “online group buying—pick up at the village entrance—neighbor sharing” is becoming a daily consumption practice.

Behind this new scene is the systematic deepening of national postal infrastructure and e-commerce platform services. Since the pilot program of “free delivery into villages” began in Q4 2025, Pinduoduo has deployed and built last-mile delivery networks across many regions, including county transfer warehouses and village collection points, and bears the secondary transfer fees for delivery into villages. The goal is to solve the high logistics costs and low merchant shipping willingness in remote administrative villages, bringing more distant rural areas into the “free shipping zone.”

This is another inclusive project implemented since Pinduoduo launched its “Trillion Support” plan, following initiatives like “Duoduo Specialty Products,” “Western Movement,” and “New Quality Supply.” It also actively implements the directives of the 2026 Central No. 1 Document. Building on the success of leading the “e-commerce western expansion” in six western provinces, the platform is now piloting “free delivery into villages” services in several other provinces and cities nationwide under the “Trillion Support” plan.

Paving the “business road” to the village entrance

Yu Shengmin has been running Shengmin Store for over 20 years. For the first time, he experienced a lively Spring Festival. The quietness hidden in a small village in Ankang, Shaanxi, was broken by Pinduoduo’s “free delivery into villages” service.

In December 2025, Yu Shengmin took on the Pinduoduo courier collection business for the village. Previously, his store was quiet, hardly speaking a few words all day. Now, people come to pick up parcels every day, chat occasionally, and buy some small goods on the side—his shop suddenly “comes alive.”

Villagers living deep in the mountains find it difficult to go out. Since his Pinduoduo station opened and deliveries could be sent to the village, “going to pick up” has become a new frequent phrase among villagers.

Thousands of kilometers away, in a remote village in Hefei, Anhui, shop owner Gao Xia set up a Pinduoduo station. In just a few months, the station was filled with new clothes, shoes, and Spring Festival couplets, then with nut gift boxes, frozen meat skewers, and other foods. Around the New Year, even large items like corn, rice, and milk appeared. “From a glance, almost everything is New Year’s goods,” Gao Xia said. Elderly villagers who want to send local specialties to children unable to return home can now do so through the station.

Similar scenes are playing out in more villages. In Shimen, Hunan, in the village served by post-00s recruit Hu Yingjie, the first batch of villagers who learned to order on Pinduoduo are now using electric pruning shears and thermostatic kettles. In Wuxi, Chongqing, mother Zheng Fayan is busy before the holiday because her station receives 100 to 200 parcels daily.

These logistics lines into villages and rural stations together sketch a vibrant new Spring Festival consumption scene in the digital age.

No matter how remote the village, it will eventually be within the “free shipping zone”

“Wow! It’s incredible! Last year around the New Year, there were fewer parcels. This year? The trucks are packed.” Jiang Jingniu has been in the courier industry for over ten years. Since late 2025, he has been responsible for courier delivery to remote villages in Hefei, Anhui, and was first amazed by the purchasing power of rural areas.

Initially, a small van could easily handle the load. During Double 11, the vehicle was barely enough. By Double 12, the surge in parcels forced him to switch to a 4.2-meter truck. Before the Spring Festival, the truck was fully loaded.

He noticed that almost all pick-up customers were elderly. Previously, they would go to the town 7-8 kilometers away on mountain roads, but since they couldn’t ride bikes or were reluctant to take taxis, they bought less. Now, before his truck even stops, someone is waiting at the station asking, “Has the parcel arrived?”

Jiang Jingniu’s transfer warehouse has recruited many drivers dedicated to delivering to suburban Hefei villages. Building the logistics network and stations is just the first step. The key is people. Besides driving, drivers also act as tutors, teaching station managers how to operate the parcel entry and exit systems. “Gao Xia is quick-witted and learns fast. Teaching them allows the stations to operate independently and efficiently, saving us a lot of trouble.”

Sun Wenwen, who has worked in the courier industry for over ten years, is responsible for the Pinduoduo transfer warehouse in the area. When he first encountered the “free delivery into villages” program, he didn’t expect that opening the village delivery route would be so difficult.

As the head of the local Pinduoduo courier transfer warehouse, he runs to villages mostly located on slopes over 500 meters high. “The straight-line distance is 30 kilometers, but navigation shows 70-80 kilometers, all mountain roads, winding around.” For a whole month, he and local drivers visited each village, trying every method to expand the business into over 90 administrative villages in the county. Seeing children in new clothes and elders using smart appliances, he said, “No matter how hard the road, I will keep going.”

Since the second half of 2025, Pinduoduo has extended the previously tested “segmented transportation + secondary collection + transfer fee reduction” model, used in leading the western e-commerce expansion, to the “last mile” of village delivery. The platform has launched “free delivery into villages” in multiple provinces and cities, improving rural shopping experiences and helping merchants access village markets. Merchants only need to send orders labeled “delivery into village” to the transfer warehouse, which then handles transportation from the warehouse to the rural collection points.

Taking Fufeng County in Baoji, Shaanxi, as an example, in 2025, the local county-level logistics center was converted into a Pinduoduo village transfer warehouse, consolidating deliveries from 11 major courier companies. Following the “county transfer, centralized sorting, and unified delivery” model, parcels are delivered to 71 village stations across the county. Currently, individual remote village stations handle over 100 parcels daily.

“Free delivery into villages” not only effectively promotes high-quality goods directly reaching rural areas but also accelerates the movement of local products into cities. Fufeng is famous for its apples, which used to be hidden deep in the mountains and unknown. Now, with Pinduoduo stations providing one-stop packing and shipping services, Fufeng apples are reaching the whole country more smoothly.

Data shows that in 2025, rural retail sales exceeded 6.82 trillion yuan, and rural online retail sales surpassed 3 trillion yuan for the first time. Online shopping is reshaping consumption habits and business ecosystems in rural areas, making the rural market one of China’s most resilient and promising sectors for growth.