Pinduoduo's core gameplay in 2024: Multiple links for the same product

In the new year, Pinduoduo’s core gameplay is the same multi-link layout. Let us learn about this core gameplay.

Recently, when I looked at the success stories shared by the platform staff, nine out of ten of them were inseparable from one way of playing: laying out different links for the same product to meet the needs of different scenarios, that is, making differentiated links to meet the needs of different scenarios.

When I first saw this gameplay, my first reaction was that this conflicted with repeated distribution. Later, I carefully studied the differences between the two gameplays and found that distributing the same product with multiple links and different materials is a gameplay that makes the best use of platform traffic. Of course, the platform will encourage it. Which platform doesn’t like the gameplay that can monetize marginal traffic?

What does the same multi-link layout gameplay specifically mean? For the same product, you will definitely have different user needs. For example, some beverages need to quench thirst, some need to reduce fat, some need to replenish energy, and some need to be easy to carry, etc.

For specific demand scenarios, make a specific main picture, and post a separate link to hit the users with this wave of demand. For ten demands, there will be ten links. Including the multiple link test for the same demand, the same product must have at least 30 links to pass.

1. The principle of the same multi-link layout

Everything that exists is reasonable. Since the platform encourages multiple links for the same product, it must be combined with the current actual situation. The actual situation is that everyone has limited products. Some merchants only have one product. If you want to open 10 stores, you can't just put one link on each store. It doesn't look good, and the success rate of starting a business will be much lower.

The most realistic situation is that the difficulty and risk of making large links for a single product are increasing day by day. When a single link is good, there are tens of thousands of orders a day. If the DSR drops, or the traffic is intercepted or the promotion is restricted, the link will suddenly drop to dozens of orders per day. The company may lose its income immediately. Isn’t it a risk that the goods in your warehouse will be piled up?

Moreover, the platform's own traffic is huge and scattered. 90% of the merchants are focusing on the 50% of regular demand, and the remaining 50% of the traffic has no merchants to handle, which will result in a huge waste of traffic.

Therefore, whether from the perspective of merchant risk control or platform traffic monetization, it is imperative to deploy multiple links of the same product for multiple scenarios, which is beneficial to merchants and even more beneficial to the platform.

2. How to play with the same multi-link layout

The same multi-link layout is a manual job in the final analysis. I started testing this gameplay in October last year. What is my daily work? Digging up requirements, modifying pictures, putting up links, doing basic work, and driving.

Just do these basic work over and over again. Are the needs dug out accurately? Who cares? If you think users have this need, make 2~3 main pictures first, put 2~3 links, and you will know whether this demand is real.

At that time, there was still customization, and it was easy to test different needs. You could spend a few dozen dollars to look at the clicks and favorites to know whether you met the real needs of users. For links that accurately met the needs, you could run a custom campaign for 50 or 60 yuan, and then switch to standard promotion, which was often much faster than running the standard campaign directly.

Because the target user group of my link is very clear, and I have used customization to tell the system what kind of users I need, and colored the precise users, and then after turning it to automatic, the system can push to the target users more efficiently, naturally avoiding many detours.

What is tested here is actually your drawing ability. You have to modify the pictures until you feel sick, because the same picture will be judged as duplicate distribution, so one link must have an original main picture, and the first main picture must not be the same. I use the same SKU picture and details. I really don’t have the energy to change the SKU picture. If I change the SKU picture, the workload will at least increase five times.

The downside of not changing the SKU picture is that different links of the same product will compare prices, so I have to unify the selling prices. If one link has a low selling price, even if there is no sales, it will lower the promotional discount of the links that are performing well.

3. Tips for playing with multiple links of the same model

There is a term on the platform called horse racing. Our same product with different needs and different scenarios is essentially a horse racing to see which demand can get an order. There is also a little trick here that different scenarios can cover different categories of the same product. According to the rules of the platform in the past, putting it in the wrong category is a negative operation.

The actual situation is that you can reach more traffic and attract more people by spreading different categories. For example, Bluetooth speakers can cover multiple categories such as Bluetooth speakers, multimedia speakers, square dance, KTV, home theater, etc. The same category can also spread different connection requirements, which can expand the imagination space by at least 10 times. It is effective after personal testing.

Now that the platform is not customized, it is much more difficult to test groups with different needs. Therefore, when testing links in multiple scenarios of the same product, the text and pictures of the main image must clearly inform the system which group of people this product is sold to.

For example, if I sell key chains and put a mobile phone as the background, the system suggests the title of tempered glass. The default target audience of such links is the tempered glass target audience. If you start standard promotion, the target audience will definitely be inaccurate.

Therefore, the main picture scene and copy must be accurate. If there is no customized correction population, you have to tell the system in plain language what kind of population I want. You can come to my Knowledge Planet to check out specific practical cases.

In this way, you can run dozens of links at the same time to see which one can complete one stage first. For the links that cannot complete one stage, just abandon them and make new links. When it is time to give up, give up without hesitation and focus your energy on the links that can run the volume.

After testing, I found that the survival rate of links with multi-scenario layouts is much higher than that of multiple links with the same model and picture. 6 to 7 out of 10 links can run, and each link can place stable orders every day. The number of orders from one big link in the past can be caught up with 20 small links, and the risk is very low. I don’t feel bad about losing one, because I have many links that can run, so I have no fear.

4. Final

Diligence can make up for lack of talent. If you want to make money from Pinduoduo in the past 24 years, you must choose the right way to play. The multi-scenario and multi-link layout must be the right direction of the general trend.

Some businesses have already made such arrangements last year and reaped the benefits. For those businesses that have not yet done so, you must seize the time after the New Year and make arrangements quickly. It doesn’t matter if it’s a bit hard and tiring. Once the links are laid out and the volume increases, you can reap the benefits.

Author: Tiger Talks Operations, WeChat Official Account: Tiger Talks Operations