How to do Pinduoduo full site promotion

To do e-commerce well, you must do marketing promotion well, so how should Pinduoduo's full-site promotion be done? In this article, the author proposes corresponding methodologies based on five types of hot products. Let's take a look.

If you want to do e-commerce well, you can't do without two things: one is internal optimization, and the other is through-train promotion. Internal optimization determines the product's ability to carry traffic, and through-train determines the product's ability to obtain traffic. Good internal optimization plus good through-train skills, the probability of making a hot link is much greater than the operation of relying on luck to create links.

In this article, we will not talk about internal skills, but the most important full-site promotion in Pinduoduo's through train promotion. According to my past experience, among the sales brought by a store's through train, more than 95% of the sales are contributed by the full-site promotion. If some links run well in search or scenes, they will not be cut into the full site. In other words: if you grasp the full-site promotion, you will grasp the sales .

So how to do full-site promotion? I think it will be more accurate and efficient to choose the promotion strategy according to the attributes of the product. Although full-site promotion is just a bid and investment ratio, it is very important to set it high or low and when to raise the price. The specific setting depends on the product and the market environment.

Next, I will talk about how to promote different types of products on the entire site. If there is anything that does not match your experience, just ignore it.

1. Hot-selling products with high cost per customer

I classify products with an average order value of more than 60 as high average order value. High average order value products have one characteristic: high average order value. Low-key, low-key, what I actually want to say is that the characteristic of high average order value products is that the cost of direct train is high. If you encounter a refund within seconds, the loss will be large. For such products, my suggestion is: bid according to the transaction.

The cost is advantageous, and it is a hot product. If you want to quickly build up the whole website, you can directly offer a high price and quickly increase the link weight. In two weeks to a month, you can raise the price. If you have enough cash flow and want to proceed steadily, you can start with the lowest bid. If there is no exposure, slowly increase the price until there is a deal.

Because the cost is advantageous and it is a hot product, the conversion rate of the link will definitely not be bad. For such a link, you can drive it with your eyes closed. Therefore, for such a product, you don’t need to be too restrained when driving, and you can get a hot order by driving it casually .

2. Hot-selling products with high customer cost but no advantages

Hot-selling products with high customer price and no cost advantage are mostly seen in agents. I make a lot of such products. The opening of a full site for such products should be based on the actual situation of the company. If you have enough products, you can adopt the method of small hot-selling products with multiple links, that is, a single link can make 20 to 50 orders per day, and making 10 to 20 such links is also good.

If the company has few products, everyone should understand one thing: your selling price determines the size of your traffic pool, and the size of the traffic pool determines the number of your orders.

The higher the price, the fewer orders. This is a truth that exists. Don't doubt it. Try to change it. If the price you sell is higher than that of similar products, don't have the illusion of getting too many orders. Accept the reality.

The bid for the whole-site promotion can be half of the profit. The advantage of this bidding is that you can attack or defend . If there are orders with the bid of half of the profit, it proves that the market is still good. If you want to increase the number of orders, you only need to increase the price and optimize the internal skills. If there are no orders with the bid of half of the profit, don't bother. This link is not good. Either change the product or change the link and start over.

3. Hot-selling products with low customer unit costs

Why do we need to design a full-site promotion module when we already have search and scenarios? Because of the existence of low-order products. For example, if you search for a popular online knife with free shipping for 2.9 yuan, it will be worth more than any number of houses. The whole site can bid according to the investment-to-production ratio. Don't hesitate to choose the investment-to-production ratio for low-order products.

I have also sold low-priced products, such as mobile phone cases for 9.9 yuan and rearview mirrors for 7.8 yuan. Compared with mobile phones that cost thousands of yuan and electric cars that cost tens of thousands of yuan, these prices are very low. Sorry, they still don't sell well. Why? Because other people sell mobile phone cases for 4.9 yuan with free shipping, and rearview mirrors for 2.9 yuan with free shipping. It seems that the absolute value of the product price is very low, but when compared with other products of the same model, it is much higher. Low-priced products also need to be compared.

If your cost and selling price are advantageous, you can start with 2 for full-site promotion, not for anything else, but to quickly attract people, gain exposure and increase orders. As long as the price is advantageous, you can drag the price down as you like, from 2 to 5 .

The more advantageous your price is, the shorter the cold start time will be, which will be about a week. The conversion rate is proportional to the drag price. Therefore, when everyone is launching a direct train for hot products with low customer unit costs, you can judge for yourself based on the current price of your product and its popularity in the market. The more confident you are in your product, the more likely you are to start low and end high (start with a low production ratio, and gradually increase the production ratio as orders increase).

4. Hot products with low customer cost but no advantage

I have also made such products. Just like high-order products, products without cost advantages are really hard to promote on Pinduoduo. Even for low-order products, we should do the same as high-order products and not have the illusion of too many orders. For products like this, my opinion is that we should not make them. First, the order volume is small, and second, it is difficult to generate revenue .

I sell products with an average order value of 60 yuan, and I receive 100 orders a day, which means my daily turnover is 6,000 yuan. If my product has an average order value of 6 yuan, and I receive 100 orders a day, I only earn 600 yuan, which is totally different in terms of turnover.

For products with no price advantage, the difficulty of selling products priced at 6 yuan and 60 yuan is the same, that is, the effort put into e-commerce operations is the same for the same number of orders. And from the perspective of the platform, they will not give us traffic, and they also need to maximize the value of traffic.

What is suitable for a product like this? You can post links in large quantities. If you post one link, you can earn 40-50 yuan a day. If you post 100 links, that's enough. I've seen people post several thousand links or so, which is not a small amount anyway. They don't optimize the main image, but just leave it there. Although the number of single links is small, they can't beat the number of links of others. Different ways lead to the same result. They can also make 6,000 yuan a day.

5. White-label products with high and low selling prices

If the white-label products are sold at a high price, don't touch them unless you have extraordinary e-commerce skills. Anyway, I don't recommend that you make such products. The purpose of doing e-commerce is to make money, not to show off. It is basically impossible to make a white-label product with a high selling price unless a miracle happens.

White-label products with low selling prices can still be tried. Autumn is here, and hand creams are starting to increase in volume. If you sell two hand creams for 6.8, even if they are white-label products, the order volume will not be small. Such products often have high gross profit margins. When cold starting, just set the full-site promotion to more than 1 o'clock. White-label products have no crowds, and if you don't offer extremely low prices, you won't be able to attract crowds.

For white-label products with low selling prices, my suggestion is to search for OC first, and then open the full site. The full site is more suitable for products with a certain degree of popularity and data in the platform system. For white-label products, it is better to search for OC for a cold start.

VI. Final

The above five types of products are all choices. Whatever product you choose, you must choose the corresponding driving strategy. There is no one-size-fits-all driving strategy. Remember: different products have different driving strategies.

For some items, I will offer dozens of dollars right away, and for other items, I may start at four dollars and ten cents. It’s not because I bid based on my mood, but based on past experience, I think this bid is more appropriate.

Author: Tiger Talks about Operations, WeChat public account: “Tiger Talks about Operations”.