Pinduoduo new product launch process

This article starts from the author's experience in Pinduoduo operations, and shares three points about the gains and experiences after operations, to help students who are confused in Pinduoduo operations. Recommended for those who are engaged in Pinduoduo operations.

When we launch a new product on Pinduoduo, there are two ways to do it: one is to report an event, and the other is to drive . Reporting an event is relatively simple, which is to reduce the price, but the difficulty lies in how to control the rhythm of the event. Maximizing sales is worth in-depth research.

Compared with activities, launching a new product is a little bit more difficult, because after the new product is launched, you will encounter various situations, and how to solve different situations, such as having orders but no exposure, having exposure but no orders, having clicks but no conversions, having no clicks and no conversions, etc. Many friends have encountered the above problems and don’t know what to do.

In this article, I specifically organize the process of driving a new product, which you can refer to.

Before talking about the process of launching, there is one thing I want to remind you of: although you are on a new link, you must complete the foundation of the link before launching. The main picture, details, comments, sales, etc. must be complete before launching.

I have encountered some e-commerce companies that have not done any evaluations before starting to promote. If the link conversion is not good at this time, it is difficult to judge whether it is caused by poor product quality, inaccurate target audience, or lack of foundation. Too many uncertainties will increase the difficulty of our later optimization. Therefore, don't rush to promote new links. Remember: make sure all the foundations are done before starting to promote .

Assuming that the foundation of the new product is ready, and you have seen this link from the user's perspective and have the desire to place an order, then it's ok, go ahead and start promoting. So should you start promoting the new product by launching the entire site or searching? Normally, it depends on the specific product. Some products can be directly promoted on the entire site, such as well-known products. For some products, you need to start searching first to attract people.

The new product launch process described in this article is more like a panacea process. No matter what the product is, well-known or unknown, high-profit or low-profit, it is suitable for everyone to follow this process.

1. Open the search and customize the crowd first

Currently, there is a function called search customization. It is hard to say whether it will be available in the future. Since it is available now, we should make good use of it. Many Taobao operators turned on customization when they came to Pinduoduo, but they never received any orders, which made them doubt their lives.

In fact, there is no need to doubt it. Just do more customized searches and treat them as labels to attract people . As for whether you can get orders, just be open-minded. Not getting orders is the norm and getting orders is a matter of luck.

Remember, when you customize a new product, you don’t need to get orders, but only two data: click-through rate and collection rate . Although the click-through rate and conversion rate are different in each industry, a click-through rate of more than 5% and a collection rate of more than 8% are basically acceptable.

When you open the custom function, don't choose big words. For example, if the new product we are promoting is shampoo, then don't choose the word "shampoo". Because there are many people who buy shampoo, male, female, middle-aged, young, first-tier, second-tier, and they have different purposes, such as anti-dandruff, anti-itching, and smoothness. The consumption range is also different. Some can only accept 20-30 yuan, while others can spend 200-300 yuan to buy a bottle of shampoo, etc.

Can the shampoo we want to promote meet the needs of all shampoo groups? Of course not. It must serve a specific group of people. For example, the target audience is young girls with frizzy hair who love beauty.

So if you choose a big-name shampoo and expose it to a short-haired female professional, will there be clicks? No, or if you are lucky, there will be clicks, but will there be conversions? Don't be lucky, there will definitely be no conversions.

When doing e-commerce, you must be clear about one thing: don’t treat low-probability events as normal. For example, if two or three non-target groups place orders out of a thousand orders, we will say: there are still people from first-tier cities placing orders, and we can target such groups.

Don’t have this idea. Just target whoever your target audience is. As for orders from overflow groups of people, just ignore them .

When opening a custom feature, select 10 to 15 long-tail keywords and bid 0.2 cents to get exposure. Then open a static creative. There are two purposes for opening a custom feature: testing the image and testing the style. 200 clicks on each image can be used to analyze whether the image is worth promoting. The collection rate is to see whether the style is recognized by everyone.

When you have spent a few hundred dollars on customization and have clicks and favorites, that is, you have a crowd, you can start searching for OCPX.

2. Search OCPX to increase GMV weight

Switching to OCPX is equivalent to switching from manual to automatic. If you are an experienced e-commerce user, you can continue to play with customization. But newcomers should not stick to customization, switch to OCPX. After you have a crowd, turn off customization. The conservative approach is to bid half of the profit and run OCPX. In this way, no matter how you run, even in the first stage, you will not lose money.

In fact, the bid for searching OCPX still depends on the customized data you search. From the customized data, you can roughly judge whether this link has potential.

If the test data is very good, then you can bid a high price for OC search, directly bidding according to 100% of the profit. At this time, your goal is not to protect your capital, but to quickly increase the GMV weight of the link. If the data of OC search is very good, you can transfer the whole site when OC search reaches the second stage .

Don't pay too much attention to the investment-output ratio when searching for OC, because most of the time you will lose money. It is not ruled out that some links can make money by searching for OC, but again, don't treat this low-probability event as normal.

Conventional practice is to search for OC to increase GMV weight, so orders are the first priority. A hundred yuan may only bring in a little over a hundred yuan in sales, which is fine, but the premise is that your link can spend the hundred yuan within one or two hours.

If you bid based on 100% profit, you may only spend 100 yuan a day or even more. You can pause the promotion first, optimize your internal strength, and then continue .

The main reason why people lose money when searching for OC is that they spend their budget on links with no potential. It may seem that this link is okay if it spends four or five hundred data points a day, but it will not work when it comes to the entire site. Such links are useless and a pity to discard.

Don't hesitate, it's better to do the decluttering as soon as possible, because the data feedback link has been broken from the beginning, and you can't change the essence of this broken link even if you spend money. Just like some scumbag men and women, no matter how hard you try, you can't change a person, and you will eventually become her who disappears, and when it comes to driving, you will become your wallet that disappears.

3. Switch to full-site promotion to increase the number of orders

Search for custom search to attract crowds, search for OC to increase GMV weight. After both are available, you can start site-wide promotion. Site-wide promotion has the effect of amplification. Why does it have the effect of amplification? Because the site-wide promotion has the resources for scene promotion compared to search.

In Pinduoduo, except for the resources under the search box, all of them are scenes. You can imagine how huge the scale of scene resources is. It is so huge that whether you can grasp it depends on your ability.

Search for bids after transferring to the entire site, and the lowest bid is half of the break-even investment. For example, if the break-even investment of your product is 5, then the minimum investment for the entire site should start from 2.5. In this case, I would start from 3.

Why do we set the production like this? Because the initial production of the entire site is likely to be unprofitable. The profit depends on the subsequent price increase, and the price increase of 2 times is basically the limit. You must not set the initial production at 2, and the break-even production is 8, otherwise you will not be able to make a profit (if there are natural orders, it is another matter).

In my e-commerce group, the most common question people ask is why my entire site is not running. It is normal for the entire site to have no exposure, and then they suspect that there is something wrong with their bids. Normally, if the entire site has no exposure, you can increase exposure by increasing the bid , but your bid after the increase is mostly a loss. Only by losing money can you get exposure, and if you don’t lose money, there will be no exposure. Do you often encounter this situation?

The reason for this situation is that process one is not done well. After you complete process one, you must optimize the basics of the links. For example, if the link data is not good, it is impossible to run to process three, which is full-site promotion.

Everyone has a limited budget, so you should save money for potential links. If your link doesn’t get enough clicks or conversions, don’t force yourself to open a full site. Either change the product or optimize the internal strength. Don’t spend money on promotion before the data is optimized.

4. Final

If you follow the above three steps, there will be no major problems, which is suitable for most products. For some links, when I can get a lot of orders by searching OC, I will open the scene. Using search + scene to increase the order volume is also a strategy.

No matter how you adjust the driving process, as long as your link clicks and conversion data are excellent, then all driving tools will work. Once the foundation is laid, driving is so easy!

Author: Tiger Talks Operations

Source: WeChat official account: "Tiger Talks about Operations (ID: laohujiangyy)"