How to attract traffic to Pinduoduo's new store

In the crowded e-commerce market, how can new stores stand out in the current environment? This article takes the Pinduoduo platform as an example. Let’s take a look!

As the saying goes: All things are difficult at the beginning . The same is true for e-commerce. The most difficult thing is to set up a new store and a new link. I don’t know if you have felt recently that it is difficult to set up a new link.

Links that could take off before by breaking even can no longer get exposure even if they lose money. For example, new stores on Pinduoduo have no basic crowd, low levels, and poor market conditions, making it even more difficult to successfully start a store.

It is difficult to open a new store, but we can't just rely on the old business. When the performance of the old store is stable or there is a need for new business, it is inevitable to open a new store. Some people come in and some leave, and it is a continuous cycle. So how to attract traffic to a new store in the early stage to make it successful? Here are a few examples of the stores I opened recently, and I will share with you briefly.

1. The first step to attract new store traffic: choosing the right category means choosing the right crowd

We all know that when you create a new store and upload a new link, the system will classify your store into categories, and the category you choose is your crowd. Regular categories are not a big problem, but if the category you make is more special, such as plastic wrap, it is easy to attract people who like snacks.

Since the main picture is plastic wrap + food, there are many food people, and your store’s crowd label is wrong. The users who come are not accurate , resulting in many visitors but no conversions. Over time, your store will be ruined.

Therefore, the category selection of a new store is crucial. When an e-commerce friend posted a new link, he asked me in the Huhushengwei e-commerce circle of Knowledge Planet : What will happen if I choose the wrong category? How should I explain this? Under normal circumstances, choosing the wrong category will definitely affect the traffic of the link.

But nothing is so absolute, because the population and competition levels of each category are different. Sometimes if you jump out of a highly competitive category and go to a less competitive category, you may still get good results.

I sell skin care products, and one of my products was accidentally put in the wrong category, and it became very popular. When I reviewed the situation, I concluded that there were not many people in this category, and I was crushed by them. But this kind of situation is rare, and without a certain level of judgment, it is very likely to backfire .

2. The second step of attracting new store traffic: designing the pricing system and SKU

Let's put it this way: whether your new links and new stores can be established depends on the price system and SKU layout, without a doubt. What does that mean? You should know that your price determines your user pool and your gameplay, and your SKU layout determines your link conversion. The gameplay and conversion are directly related to the success or failure of a new store.

I used to have a new store that went from zero to 100,000 in monthly sales in one month. What did I rely on? It was the gameplay . I set a price that was above average, and I decided to use the strong payment gameplay from the beginning. If I use the ultra-low exposed price to attract traffic, then I will be using the extreme low-price natural flow gameplay. If the method is wrong, it is impossible to successfully start a store.

Don’t think about making a profit in the first month of compulsory payment, unless you have an exclusive hot product. Otherwise, it is more important to spend money to buy the store rights.

3. The third step of attracting new store traffic: supplement basic data

There is a proverb in the e-commerce circle: Don't drive if you don't make up for the order. What does it mean? It means that if the basics (evaluation and sales) are not done well, don't drive. Driving is a waste of money. It is easy to understand that the conversion rate of links without evaluation is often very low.

If the conversion rate is low, your link weight score will be low, and your bid will have to be higher than that of a link with a foundation to make it work . And how much does it cost to build a foundation? It's just a few dozen dollars. You can't save this money and the time to wait for the review, otherwise you will spend hundreds of dollars a day on transportation, and the loss in a month will not be just a few dozen dollars.

I understand that you want to start a new store quickly, but haste makes waste. It takes at least two weeks for a store to start from the beginning, so don't be too hasty. Slow is fast. If you are too hasty to start a new store, it will be much slower and you will take a lot of detours .

4. The fourth step of attracting new store traffic: test data

When you build a new store, you need to have at least a dozen links. After you have done this, you can start to bid. The next question is, how to bid for the start? I personally think that the best way to bid is to bid 0.8 times the break-even bid .

For example, if your product is priced at 28 yuan and your profit is 18 yuan, then the first-stage bid can be 7.2 yuan. In this way, no matter how you run, you will most likely not lose money.

The advantage of doing this is that if the link can take off, congratulations, this link will definitely make money in the future, because it can take off at a low cost, and it is very easy to raise the price in the future. If the link does not work, don't worry, there is room for price increase, increase the bid by 1~2 yuan and see.

Therefore, the advantage of a break-even bid is that you can attack or defend, and you can move forward and backward freely . It is not like the kind of bid that loses money right away. If you can't run, do you say to raise the bid? It's painful. Lower the bid? Don't be ridiculous, if you can't even run at a loss, and you still lower the bid, then you will lose even less exposure.

According to the break-even bid, even if you are unlucky, you can get two or three links out of a dozen links. If you are an e-commerce veteran and have more experience in link building, you will get more links.

Now I make 10 links, and 6-7 of them can generate orders, which is much higher than the success rate when I first started e-commerce. After the links are generated, you can focus on operating the links with good data.

5. The fifth step of attracting traffic to a new store: focus on pulling out the links

When a new link is first released, it is as fragile as a newborn baby. Please do not change the content of the link casually. I once changed the new customer coupon to an instant discount coupon, and the selling price remained the same. As a result, the link had more than 10 orders per day before, but then there was no order at all.

That’s why everyone should design a good pricing system and SKU before launching the product. The goal is to get it in place as much as possible and make fewer changes later. Any change will require you to re-reach the customer base, and if things go wrong, the good momentum will be lost .

For the links that can enter the second stage, it is important to follow up. One thing to note here is the store level, which does limit the traffic of the link. For my level 1 link, the number of visitors per day is only 200 to 300.

Even though my conversion rate was extremely high, the number of orders did not increase significantly. Later, I made up for the big orders and pulled the next level, and the number of orders was released. Everyone should pay more attention to the data of excellent competitors at the same level, and don't be lower than them. For the links in the second stage, you can increase the number of orders through activities. Links with good data should quickly increase the number of orders, otherwise they will remain half-dead. Go and report million-dollar hot products or brand flash sales.

I had a link that had about 10 orders a day. After signing up for a brand flash sale, the number of orders increased to 300 a day in a week, and then it was running very steadily. The key to opening a store with links is the rhythm of product promotion. Do the right thing at the right stage, and the number of orders will grow steadily.

6. The sixth step of attracting new store traffic: pay attention to backend DSR and other data

Is it stable once the link is up? No! I have a link that reports 10 billion yuan, and I can make tens of thousands of yuan a day without driving, which is pretty good. I thought that this store should be stable with this link. But after running for half a month, the 10 billion yuan was removed because the DSR was too low and did not meet the 10 billion activity requirements.

I really learn from my mistakes. Later, whenever there is a link that has a lot of volume, I will pay attention to its DSR. It must not be lower than 4.5. If it is lower, I can raise it through evaluation activities. Although it will cost some extra money, the link can last longer and make money for longer.

VII. Final

When your new store can run the above six steps normally, congratulations, the new store is up and running. Once the order volume is stable, there is basically nothing to do later. You don’t need to adjust the through train or change the materials. The next step may be to prepare to open other new stores and enter the next cycle.

It is really not a problem for a new store to have no traffic. Any problem that can be solved with money is not a problem . The real difficulty is to control the rhythm of opening a store and to create links with high conversion rates. This is the most difficult thing.

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