Pinduoduo practical case: How did I achieve monthly sales of 500,000 in 30 days without a price advantage?

This article uses a real operational case to show how, in just 30 days, a hair care product with no price advantage can achieve an amazing monthly sales volume of 500,000 yuan. This is for your reference.

I have been reviewing some of the projects I have done recently. What can I say? Pinduoduo is indeed simple. The success rate of the stores we have taken over is still acceptable, but the only regret is that we have not achieved 100% success rate.

There are always a few stores that, no matter how hard they try, just can't make it. There's nothing they can do about it. This may be life. If any product can be brought to life by me, then I'm not a human being, but a god.

Without further ado, I will use a practical example of one of our products to tell you how we set up our store. Of course, in order to protect Party A’s sensitive information, the following data will be anonymized, so you can just look at the ideas. What about the data? You can tell whether it is true or false by yourself.

01 Project Introduction

What kind of project was this? It was a well-known brand of toiletries. When they found me and sent me product pictures, I knew they were definitely not the brand.

Because this is a foreign brand with strong brand strength, the other party is either a general agent or a regional agent. As expected, the other party is not a general agent, but a regional agent, which reveals that their products have no price advantage.

02 Market Analysis

Do we start working right after we get the product? Of course not. After the client tells us the product they are going to promote, we still need to look at the market to see if this product has a future. Don’t just analyze it and say that the best-selling competitor’s product only has 10 orders a day. If you say that the client wants us to do 1,000 orders a day, that’s a bit unrealistic.

Fortunately, the highest number of competitive products for this product is 200 orders a day, with an average customer order of around 50. There is still room for growth in the market, so we can do it.

03 Pricing Strategy

After we determined the product scale and Party A's needs, we began a brain-burning discussion internally. The cost of this product to Party A is about 40 yuan, and we have to compete according to the price of competing products. With only 10 yuan of space, we may not be able to increase the volume, but we can still give it a try.

Or we can directly increase the price to 69 and give the driver a 30-yuan driving space, which may be more in line with Pinduoduo's current tone, which is to force payment.

04 Preliminary preparation

After the cost and selling price are determined, and Party A's store is also approved, it is time to prepare the materials. E-commerce is all about selling pictures, and we go for high prices, so the quality of the materials must be up to standard and cannot be lower than the 50 yuan price.

Fortunately, Party A was quite cooperative and provided a lot of product materials. The main picture and details were very complete. This was normal. After all, they were an international brand and had been promoting it for so long, so many materials were ready-made.

But we are playing with high prices. In addition to the secondary carousel and details, we still have to make the first three main pictures by ourselves. How should they be made? This is the ultimate problem for e-commerce people. Whether the subsequent links can go viral depends on this main picture.

We did some research on the hair care products, whether they were the same products in the same industry or different products from competitors, and analyzed the high and low prices. We felt that we couldn't match the low-priced Ma Bian. We couldn't make a price. If it was 19.9 for two bottles, it would be fine. But ours is 69.9 per bottle.

Finally, a series of very stylish pictures were produced. Although the pictures look stylish, the design is not complicated at all. It is true that the simpler things are, the more high-end they tend to be.

05 Driving

The materials are ready, so we start working right away. Pinduoduo is good, without all the bells and whistles. After we put the product on the shelves at 69.9, we take half of the profit directly. Even though we don't lose money by driving the product, our bid is still quite high among our peers.

You think the profit of the competitor product is only 10 yuan, and our fare is 30 yuan. We expect the system to recommend our product. As expected, the single link ran through the first stage on the same day. Even more expected, the link was cut off when it entered the second stage.

We are used to it. The reason for the interruption of traffic in the second stage is that the link conversion cannot keep up. The fast running in the first stage tells us that the target audience of this product is very mature. What we need to do is to make a more detailed detail page than the competing products.

How to do it? We further analyzed the users and found that the users of this cleaning product actually have multiple demands. Some users value function A, while others value function B (Party A did not allow us to write specific ones).

In this case, let's play with segmented links. We will make link A for function A and link B for function B. We will do it as soon as we say it. This is how we did it. We continued to draw pictures, but our thinking changed. For function A, we looked through all the links of Pinduoduo's competitors for function A and summarized a winning copy.

In fact, it is just one sentence. If you say it right, the conversion rate will increase by 5%. If you say it wrong, it will cut off the traffic. As for what this sentence is, it is different for each category and each product. You have to use your keen eyes to dig it out.

Our main image talks about function A, the title talks about function A, and the SKU talks about function A. What’s even worse is that our review copy has also been changed to praise function A. After this wave of operations, I want to buy it after seeing it myself. After the new link is put on the shelf, in order to force entry into the pool, we invested heavily in the second production to open a hosting and force the crowd. After attracting the crowd, we cut into the stable cost and slowly expand it.

06 Zoom in

You may have a misunderstanding that link amplification requires some kind of black technology or hard work. To be honest, I don’t know. Anyway, we don’t have it. Whether a link can be amplified is essentially determined by the quality of the link. There is no black technology, or it may be determined by the attributes of the product we make, and we can’t do fancy operations.

We have only one requirement for link amplification: the conversion competitiveness of the link must be optimized to above level 7, otherwise it will be difficult to amplify. When we have done the preliminary work well and have passed the first stage at a stable cost, even if the flow is interrupted in the second stage, it will pick up again after one day. During this period, we did not do anything, but relied on the powerful internal strength of the link to pull it up by itself.

During the process, we found that it is still a bit difficult to increase sales by relying on a single link. If we want higher sales, we must increase the number of orders or the average order value.

We focus on two areas. Because Party A has many SKUs, we use different methods to create links: one link for one product, one link for two products, one link for multiple products, or any combination of links. With this kind of fission-like combination, a single store has more than 30 links for stable orders. Of course, the main link for placing orders is still the one link for multiple products.

Later, we thought of some ways to increase the average order value, which was also based on the characteristics of this category. Buyers like to stock up, so we directly promoted multiple SKUs. Previously, the average order value of a single product link was 60 yuan, but now our combination package link can increase the average order value to 100 yuan. In this way, we made steady progress and achieved daily sales of 20,000+ after 30 days.

However, even though sales increased, the profit was not much, and the price support continued for a period of time. The final overall result was: Party A got a cash cow store, and we successfully opened another store.

07 Last

The devil lies in the details, and the same is true for opening a store. If Party A is a manufacturer or brand, the difficulty of opening a store will be at least halved. However, we are on Pinduoduo, so as long as Party A has a demand for volume, we will bite the bullet and do it.

The conclusion is that all roads lead to Rome, and there is always a way that suits your current store (except for really crappy products).