How to play Pinduoduo

Now many people want to enter the e-commerce industry. Among so many platforms, Pinduoduo has a relatively low threshold. However, operations also require methods and means, and what kind of products should be matched with what kind of marketing strategy. Perhaps you can learn something from this article.

I have been working on Pinduoduo for a while, and I feel that Pinduoduo is indeed much simpler than other e-commerce platforms. You don’t even need to invest in keywords. You just need to set a transaction bid or investment-output ratio, and leave the rest to the platform.

From this perspective, there is very little room for our operations to maneuver. As long as the products are good, selling tens of thousands of units a day is not a dream .

But ideals are beautiful, and reality is very cruel. I found that even such a simple platform and very good products may not be done well in the hands of most operators. Where is the problem? From my experience of visiting countless stores, most of the problems lie in the way they are played .

Although driving has become very simple, different products and different pricing require different ways of playing, just like children with different personalities need different ways of education to grow better.

There is no one-size-fits-all approach. For example, if you are a brand, you cannot play low prices. If you are a manufacturer, it is not suitable for you to force payment. The specific approach you choose depends on your role and strengths .

What are the ways to play Pinduoduo? The common ways to play are nothing more than forced payment, resource position, and forced payment + resource position .

In fact, in addition to these, there is also the positioning of the store, whether it is a multi-link dynamic sales approach or a single-link straight-to-the-sky approach. Different positioning determines the content of the operation work. If you choose the wrong gameplay and positioning, it will be a thankless task and it will be difficult for your store to expand. Next, I will analyze each gameplay one by one.

1. Store positioning: multi-link dynamic sales

This kind of play is suitable for merchants with many products, and manufacturers or agents can play this way. The skin care products I sell are agent-based, with many products, so I chose this kind of store positioning.

Because a single product has no price advantage, it is impossible to achieve a high order volume , but there is a performance requirement, so what should we do? Our Pinduowa is to spread more links. If one link has 10 orders per day, I can push 10 such links, and there will be 100 orders per day. If the customer order is 50 and the daily sales are 5,000, I can open 10 stores and make more than 1 million in a month.

Anyway, our goal is sales, and how to achieve it is not important, as long as we can do it. Another characteristic of merchants who choose this multi-link positioning is that they have no ability to draw pictures.

Coincidentally, when I chose this store positioning, I didn't even have a graphic designer. I just made some simple changes and put it on the shelves to promote it. There is a rule of thumb that if you really want to get the top link, the material must be original. I am not talented, and we really don't have this ability, so no matter how hard we try, we can't get to the top. This is the fate of the capability model we have, and we accept it.

2. Store positioning: single link straight to the sky

Such stores have a characteristic that they have very few links. One store has only a few links, or even only one. We all say that such stores have weak risk resistance. If the big links are down, the income will be gone. In fact, this is a very sour statement. The real situation is that envy makes people drool.

Others can get thousands of orders a day, and they only need to maintain a link. It's not like we have to do so many things to distribute goods, but we can make the same amount of money. Why can they make money drinking coffee and sunbathing? We have to keep improving products and making and testing pictures every day to make money, which is determined by your resources.

What kind of products are suitable for this kind of strategy? First of all, they must be manufacturers with absolute cost advantages. Any products that can be sold out have price advantages (except for some).

If the product is good, then you should have your own design team or outsource the design, and be willing to spend money on design. After all, a main picture costs 200 yuan, and a set of main pictures costs more than 1,000 yuan. If the product does not improve, the design alone will waste thousands of yuan. The boss of an ordinary company does not have this vision and dare not spend this money.

When the product is good and you have the design capability (to prevent price comparison), you can focus all your resources on this single product . When it reaches 10,000 per day, you can apply for activities. As long as you join the group of 10,000 people, the link will be almost stable. This is how to play the ultimate single product route.

3. Strong payment gameplay

No business likes to force payment unless it is absolutely necessary. After all, a 20% refund in seconds is not acceptable to every business, and there are also various after-sales services. If you don't drive, it's purely natural, at least you can avoid twice the trouble and worry .

But for products with no price advantage, how can there be traffic without driving? And even if there is a cost advantage, it will cost hundreds of dollars to use natural flow during cold start.

Forced payment means buying money with money. When you force payment, don’t have the illusion of a large number of orders, because the selling price of forced payment will definitely not be low, and the traffic pool that can accept high prices is not large. Forced payment + multiple links is the mainstream gameplay.

There are also those who force payment through a single link. The core of that method is still to prevent price comparison. As long as the system identifies that there is no similar product, it is acceptable to sell it at a high price.

4. Resource Position Gameplay

This method is still used by some people, that is, to report activities and use the free traffic of the platform. I will report some links with poor driving data to the big promotion, and I can get several orders every day. Some people will report 584 after supplementing the big goose, which is also an idea. The premise is that the product is really durable.

It is suitable for low-priced and high-conversion products. Otherwise, if you put it on a single pit and sell it for a second, there will not be many orders. The resource position is suitable for those with brand endorsements, such as the black label official store. Or for products with extremely low prices, the resource position must follow the rhythm of platform activities and understand some unconventional practices, because you don’t drive.

It is difficult to guarantee your pit output, but there is DSR, so you can improve it through scientific methods, and then reach the threshold for reporting large resource positions. As long as you get the resource positions, the rest depends on your quality .

5. Strong payment + resource position

I personally like this gameplay, which is to force payment to attract pit production and realize resource positions. This kind of cooperation is still good. The only disadvantage is that it requires high operation requirements for operations. You have to monitor it in real time, and the car has to stop for meetings during activities.

Then the price needs to change frequently, and the promotional price and the compulsory payment price are also different. The advantage is that the promotion can indeed quickly increase the number of orders, and then feed back to driving. Normally, there are 20 orders a day, and after the promotion, the number can be increased to 100. If it is purely driven by driving to increase the number of orders, it is hard to say how much money it will cost .

I predict that forced payment plus resource positions will be the mainstream gameplay of the platform in the next few years. If you just use resource positions, you will not get any orders. If you just force payment, your traffic coverage will not be large.

Forced payment and resource positions can cover at least 90% of the platform resources. That is the real resource maximization. The most important thing is that it is more controllable. If you want orders, sign up for activities. If you want profits, lower the price. There is a lot of room for operation.

VI. Final

Different roles have different gameplays. Choosing the right gameplay will get you twice the result with half the effort, while choosing the wrong gameplay will be a thankless task. The current mainstream gameplay of the platform is forced payment, so regardless of whether there is a cost advantage, forced payment must be played. If the resource position gameplay is superimposed, it will be even better.

So, after reading so much, the question is, do you know what kind of gameplay is suitable for your store?

Author: Tiger Talks Operations

WeChat public account: Tiger Talks about Operations (ID: laohujiangyy)