How does Pinduoduo achieve high investment and yield?

How to achieve high investment and production is perhaps a problem that every e-commerce operator is worried about. So, how can we achieve high investment and production? In this article, the author analyzes and interprets his own practical cases, which may be helpful to students in e-commerce operations.

What do e-commerce operators want most? A huge sales volume? Not really. A huge sales volume is actually very simple. There are many businesses with a monthly turnover of tens of millions or even hundreds of millions. But if you ask them how much money they made this month, you will be shocked if you do the math.

With a turnover of tens of millions a year, the profit may only be a few hundred thousand. With a turnover of millions a month, after deducting various expenses, it is possible to still make a loss in the end. Some businesses appear to be doing well on the surface, but they are actually profiting from it in secret .

What e-commerce operators really want is high turnover and high production. The higher the production, the higher the profit. High production is the dream of every operator. Last time, I talked about the method of achieving high production in the e-commerce group, and every e-commerce operator listened with great interest.

However, I have to pour a bucket of cold water on everyone here . It is actually very simple to make the card high-production. It is just a matter of moving the mouse and keyboard. The really difficult part is how to run the card with high production. Only when it can be turned on can it be truly high .

Here I would like to share with you some high-investment and high-yield cases that I have developed. You can refer to them. How to use them specifically depends on your understanding.

1. High investment and production case 1: High conversion equals high investment and production

I have worked on a product in the category of washing and care. The break-even investment ratio is 4, and the normal investment ratio is about 7. There are stable orders every day, and the click-through rate and conversion rate are relatively stable. For such a product, there is no need to increase the investment ratio in theory, because the link itself is profitable. If I increase the investment ratio, it will reduce the number of orders. Comprehensively judging, the current stable operation is the best solution.

Later, by chance, we got the authorization of this brand. Authorization means that we can apply for substantive certification. If the certification is passed, it is possible to apply for a black label. Do you know what the black label means?

This means that even if I give this store to a three-year-old child, he can run it. As expected, the brand certification was passed and the black label application was approved, and the store entered the black label era.

After getting the black label, I clearly felt that the exposure and number of orders were increasing day by day . The links that had not received many orders before started to receive orders, and the links that had received dozens of orders a day before now exceeded 100, a historic high. So I started to think, since the number of orders has increased, could I lower the price?

So I started with the link mentioned above. Before the black label, I tried to drag the price down. The exposure plummeted from 7 to 7.2, so I didn’t dare to drag the price down. Now that I have the black label, am I still afraid that the exposure will drop? I dragged the price down directly from 7 to 7.2. The next day, I saw that the exposure did not drop, but was still rising, so I continued to drag it down. After a week, it dragged to 9.8, and then stopped.

There are two reasons why I stopped lowering the price. One is that I think one should not be too greedy. It is enough as long as the profit is sufficient. One should be content and knowing when to stop while you are ahead is the foundation for the long-term success of a business.

The second reason is that it was locked for production. I waited for several days, but it was not unlocked. I didn’t have a channel to place a large order. I tried many methods, but it still could not be unlocked. 9.8 has already reached the top. Well, let it be, anyway, the profit is high enough.

The same product, the same driving idea, just because of the black label, I can drive a higher investment-output ratio, why? Because I have become more handsome recently. Ahem, it is because of the blessing of the black label that the conversion rate has been improved and the traffic pool can be further expanded.

Well, if you want to achieve high investment and production, you can try every possible way to get the support of platform resources, such as black label and promotional label. Once you use it, you will know that this thing is really useful.

2. High production case 2: Natural flow + limit = high production

This is an advanced gameplay. There are not many links that can play this gameplay. Let me talk about the general idea of ​​this gameplay. First of all, the link must have natural orders. At that time, I had a link that was open 24 hours a day on the entire site, but there were no natural orders.

For a period of time, due to complex situations and tidal changes caused by the moon's gravity, the through train was shut down for two weeks. We thought there would be no orders during the two weeks when the through train was shut down. Unexpectedly, there were indeed no orders on the first day, and a few orders inexplicably came in on the second day. On the third day, the number of orders increased a little, and continued to increase afterwards. Finally, the daily number of orders reached half of the full day when the through train was opened.

It turned out that all my previous through trains were in vain. I could still get orders even if I didn't drive. When the through train was allowed to continue running, I fell into deep thought. I began to wonder whether I should continue to run this through train.

If I don't drive, I get fewer orders, but the profit is higher. If I drive, the profit is lower, but the order volume is higher. As the saying goes, you can't have your cake and eat it too, but in the adult world, I don't make choices, I want both .

So, I chose to set a daily limit, running one-third of the orders, and leaving the remaining two-thirds to the natural flow. I admit that I was gambling. If I didn't give the natural flow to the train after I started, it would be a loss. After setting the limit, I found that the through train and the natural flow were actually running separately. The limit was almost finished by noon, and when the limit was finished, the natural flow naturally took over.

In the previous plan, the daily production was about 8-9, and later, after adding the natural order, the daily production ratio can be increased to about 18-20. This is also a method to achieve high production, have you learned it?

3. High production case 3: Good quality can lead to high production

What is a good product? Let's put it this way: a good product is one that can be sold out with just a few clicks of the mouse . I was lucky enough to make such a product, and it was really easy to make. I could get orders as soon as I put it up without driving. I just drove a car and the orders took off.

At the beginning, we were very cautious when lowering the price of the through train, and adjusted it by 0.2, 0.2. After the adjustment, we found that the exposure had no effect at all and the price kept rising. So we simply adjusted it by 0.5, 0.5. In the final step, we adjusted it directly to the position where it was locked for production, and the number of orders took off as well.

Later, this product ran out of stock, and the sales gradually died down. Yes, this is a product that is sold at a low price, which is much lower than the market price. It is very popular. Because it is a product that is sold at a low price, our purchase price is also very cheap. Even if we sell it at a low price, the profit is quite rich. I thought about whether I could get another batch of such goods, but the other party said: No more, all the stocks have been sold out.

So, do you know? In the face of the general trend, personal efforts and skills are so insignificant. For such a product, no matter which store it is listed in, no matter what the main picture details are, as long as it is launched, it will have a lot of exposure, because the price is low and the conversion rate is high. When I encounter such a product, I have also learned my lesson. In the future, I will directly invest in 50 and run it, and it will still run well.

4. Final

There is no such thing as high production without reason. If your operation level is not good, then maximize your resource advantages. If your product is good, you will naturally be able to achieve high production. A product that can really sell 10,000 orders a day must be based on good product quality.

Remember, no matter how good the operation is, it is impossible to make a product that has the genes of a hit into a hit. But if you give a product with the genes of a hit to a dad, he can promote it into a hit . So, if you want to make high investment and high output, you know where the direction is, right?

Author: Tiger Talks Operations

WeChat public account: Laohu Jiangyy (ID: laohujiangyy)