The secret of Pinduoduo's explosive sales lies in the details

What is the secret to explosive sales in e-commerce? For those who are puzzled by this question, I recommend reading this article. I hope it will be helpful to you.

The road of e-commerce is long and arduous. You and I are all searching for what? The secret to explosive sales.

The secret to explosive sales is definitely what every e-commerce operator dreams of getting. Even if it is a peerless skill like the Sunflower Manual, which requires a certain price to learn, there will definitely be many e-commerce operators who would rush to learn it.

So is there a secret to a huge order volume in e-commerce? Take Pinduoduo as an example. There really is one. Based on my years of experience in operating Pinduoduo, I have summarized the secret to a huge order volume in Pinduoduo, which is: the lowest price on the entire network will definitely lead to a huge order volume.

Isn't it simple? Of course it is. The price is the lowest in the whole network. The system will push the flow for you without driving. So what is the price? The company doesn't need you to operate it anymore, and you are unemployed.

Actually, the lowest price on the entire network is originally a niche resource. The resources you and I have are often very ordinary. How can we get a lot of orders with such resources? This has to mention the secret to getting a lot of orders at the same price as the lowest price on the entire network - details.

1. Internal strength is determined by details

What is the current market situation? You and I both have the lowest price on the entire network. I have the same products as you, and my cost is also your cost. Everyone has equalized the cost, and there is no difference in price. For products like this, others have thousands or tens of thousands of orders a day, but we have hundreds of orders a day. Why? It's because we don't have the internal strength.

There is also competition between different brands. Anyway, everyone is in the same price range, and the quality of your product and mine is similar. Whose product should users buy? Details! For example, is the title important?

I made an anti-dandruff shampoo, and I accidentally wrote "anti-hair loss" in the title. I felt that the product sold much better than other products. I communicated with the customer service, and the customer service said that people often asked: Does this shampoo prevent hair loss? I said: Ours is just an ordinary shampoo, how can it prevent hair loss? I guess my title is misleading, I will change it.

Then I removed the keyword "anti-hair loss" and replaced it with "smoother". You may have guessed the result: no orders. After carefully studying the anti-hair loss market, I realized that anti-hair loss requires qualifications and the threshold is very high.

So I use this selling point. The market is big and the supply is small, so it is naturally much easier to do business. If I change to ordinary shampoo and compete with big brands like Fenghua and Clear for traffic, can I win over them?

There is also a quality inspection report and some buyer comments in the details, which may make buyers who eat this product convert and place orders. You complain all day long, my price is already low enough, why is no one placing an order? Details! Details! If the details are in place, you can still get conversions even if you sell at a high price.

Don't think that if the price is low, it will definitely be a hit. Why do others use the flat map? That's because this selling point can really meet the needs of buyers. It's still hot the next day, which shows that the heat preservation effect is good. Will no one click on such a flat map?

I just told everyone to pay attention to details. You may understand, but once the store opens, you will forget everything. Can you pay attention to details? Do you know what is needed? You need a careful personality. If you are naturally careless, I don't recommend you to do this job. The right personality should be used for the right job.

Some people can get started after reading it, while others are powerless. If you are a detail-oriented person, congratulations, if you pay attention to details, you will soon be able to get a lot of orders. If you just can't do detailed work, then you can be responsible for resource negotiation, and it will be a great achievement to reduce the procurement cost.

2. The quality of data depends on details

After working with so many e-commerce operators, I found that some experienced e-commerce operators still don’t know how to read data. I think it’s not that they don’t want to read data, but that they are not sensitive to data in their personality.

Take Pinduoduo through train as an example, isn't it very simple? We just open the whole site promotion and only offer a cost-effectiveness ratio. Even such a simple thing has a lot of details.

New links, new plan, do you bid from high to low or from low to high? If it doesn’t work on the first day, can you judge based on the data whether it’s because of the product, the link, the price, or the crowd?

Different conclusions correspond to different operations. Wrong conclusions will naturally lead to wrong operations. A link that may take off may miss the opportunity to take off due to incomplete data analysis and wrong operations.

The details of the data should pay attention to the exposure, clicks and conversions of the links in real time. This is for the early stage of the plan, and basically no longer needs to be paid attention to in the later stage. The fluctuations of the exposure data every hour in the early stage are the intuitive reflection of the data of the product itself.

This product is not good. You can’t get it out even if you try to expose it. But if others already have a link to this product that has taken off, and you don’t have exposure, then you can’t get into the pool. You either increase the price or change the link.

When I create a new link, I check the data changes about every 2 hours, looking at exposure and order volume. From the hourly data changes, you can slowly get a feel for whether this link is working or not.

You can tell the big picture from the small details by judging the potential of a link through the changes in hourly data. If you don’t pay attention to details and only look at one day’s exposure and order volume, maybe the link will take off later, but that is due to luck and cannot be replicated.

Only by observing the data in detail and drawing your own conclusions can you make potential links explode with the expected volume of orders, get the crappy links off the shelves early, and avoid wasting money.

Regarding the control of details on the data, you don’t need to stare at the old links, just check them once a day. For the new plan, check them at least 6 times in the morning, noon and evening. At the beginning, everyone may be confused, or even don’t understand the data that deeply. Just check them every day. If you persist in this for half a year or a year, you will be more likely than others to dig out valuable and shining links in the complex through train data.

3. Competitive product analysis is all about looking at the details

The best teacher for link building is the competitor. What should we look at when looking at the competitor? Not just the order volume.

You need to look at how the main image of the competitor is written, what the selling point is, what the comments are about, how many links there are to the same competitor on the market, how many people start to buy, how big the market space is, what the price range is, and whether everyone is mainly paid or free. After thoroughly studying the competitive product analysis, you will know how to build your own links.

For example, a top player in a certain category has been sitting firmly at the top for decades, with more than 10,000 orders a day. This is not important. What is important is that they still play at high prices. I once spent a month studying the tactics of this top player, but I couldn't figure it out.

There were countless people in the circle who intercepted traffic and plagiarized the number one on the list, but they couldn't shake others at all. Later, by chance, I finally knew how they did it. It turned out that they took advantage of a small BUG.

Such insignificant details determine that others always rank first. This is the detail. Last time I shared with you the gameplay of unlimited flash sales, but no one was interested. I think there is a reason why everyone can't do well in Pinduoduo. What is the reason? Find out for yourself.

In short, as long as you study the competitor thoroughly, you can make the materials that the other party makes, you can play the game that the other party uses, and you can sell at the same price that the other party can. Then, can you create the links that the other party can create? Therefore, it is very important and necessary to carefully study every detail of the competitor's products.

4. Final

The waiter also said that e-commerce prices are now very transparent. If you want to get a lot of orders, you have to rely on refined operations. What is refined operations? It means taking care of every detail.

The main picture color, text, title keywords, details, comments, and pictures. Don’t think that others’ links on the list are all based on price advantages. Let’s put it this way. If I give you a low-priced link, can you make it to the list? Not necessarily.

Because you didn’t pay enough attention to the details, the basic data of the link is not as good as the competitors, and the price is not as good as others in reality. Do you still want to have a big order at this time? Don’t dream.

Author: Tiger Talks Operations

Source: WeChat public account "Tiger Talks Operations"