Pinduoduo: How to refine the selling points of products

Refining product selling points is a very important part of marketing. It is the key factor that distinguishes a product from its competitors and is also the key to motivating the target audience to choose to buy their products. This article will introduce several steps to refine product selling points, I hope it will be helpful to you.

I used to think that if I wanted to do well in Pinduoduo, I just needed to drive a good car and everything would be fine. It was not until I was hit and bleeding that I realized that if I wanted to promote a good product in Pinduoduo, the foundation of the product was the most important.

We often see other people's cars running very fast with a 50 rpm engine, and we subconsciously think that this person has really great driving skills.

In fact, what everyone doesn’t know is how long they spent on product selection, how many versions they tested for the main image, and what they did for reviews and sales. We only see the successful side of others, but we don’t see everything they have paid for their success.

Just like when we see the bosses around us who are worth over 100 million, we think how come they make money so easily and are so lucky. But let’s ask ourselves, if opportunities are really presented to us, can we seize them? Without basic skills, even if we encounter opportunities, we will not be able to seize them, just like the disinfection gun at that time.

In this article, we will focus on the product selling point module. How important is this module? Let's put it this way. If the product selling point is refined, your entire site will take off. Everyone should understand that anyone who visits Pinduoduo must have a need, and your selling point exists to solve user needs.

If a user sees your product and your selling point happens to meet his needs, do you think the user will place an order? Of course, they will. Therefore, refining the selling point is a crucial prerequisite for Pinduoduo.

1. The process of refining selling points Step 1: Market analysis

Summer is here. Let's take a small fan as an example. Suppose we are going to promote a small fan that blows air to keep people cool and has a medium price. So when we refine the selling point of the small fan, the first step is to do market analysis.

Through third-party platform data and market analysis reports, we can determine the time period for the small fan's growth and decline. By looking at the popularity of the platform rankings, we can also estimate the small fan's daily sales. This is a big analysis, and it is enough to just take a look at it to get a general idea.

Next, we need to analyze the competitive products, which is the real work. We need to use a document to find the top 20 small fan lists on the three platforms of Pintaojing and record them in EXCEL. The most common mistake people make is to only use their eyes to see and their brains to remember when doing competitive product analysis. This is useless. Everyone must copy and paste it into the document.

The content I usually collect is: main picture, title, price, SKU, and then use the collected content to analyze the main picture style, main keywords, price range, marketing activities, etc. of competitors' products.

This process is quite time-consuming. For me, it takes at least a day to collect and summarize this information. So, do you understand? Good links are not obtained by luck, but are summarized and analyzed.

When I got that information, I knew clearly what keywords everyone was using. If I wanted to get on the list, I needed to know at least those keywords, as well as the price range. It was very valuable for our pricing decisions.

From the market analysis, I can conclude that: preliminarily determine the title keywords, main picture layout, and price of our product links.

2. Step 2 of the selling point extraction process: demand analysis

Competitive product analysis is something that everyone has done quite a lot, so it's not a big problem. Most of the problems people have come from demand analysis, because they don't know how to do it, and then they don't do it. Demand analysis is actually very simple. Go to the comment section of a certain top link, and at the bottom is the product Q&A.

From here you can see the user's demand for the product, such as the following common questions and answers from users of the top 1 small fan: Can it be disassembled and cleaned? Is the wind strong? How long can it be used after a single charge? Is it noisy? And so on.

Do you think this is just a simple question and answer? No, it represents the needs and pain points of users. If your product can perfectly solve the above problems of users and put this selling point into the main picture and details, do you think the conversion rate will increase? For example, the user asks if the sound is loud?

Let's think about it, among the advertisements for air conditioners and fans, are there any that promote the silent function as a selling point? Why do others promote the silent function as a selling point? It is because some users are very concerned about this.

I bought a small fan last time. It had quite strong wind power, but it had one bad thing: the sound was piercing. When I turned on the fan, I felt like an airplane was taking off. So I returned it for a refund.

I usually collect at least 20 questions and answers from users. I will ignore the common selling points because everyone has done them too well. I prefer to explore niche needs and enter the blue ocean market. Although there are fewer people like this, they are more accurate, have higher conversion rates, and higher investment returns.

In the area of ​​demand analysis, I will also include user portraits. For example, most people who buy small fans are young people in small towns aged 20 to 30, with medium purchasing power. These data can be found in official promotion tools or in third-party platform data. The role of user portraits is to guide our graphic style and pricing strategy.

I made a sunscreen. Its market among young people has been crowded out. The data background shows that middle-aged and elderly people also have a demand for sun protection. So I targeted this user group and chose a style that was not cheerful and bright when making the material, but deep and textured instead.

Because people of different ages have different preferences for color styles. For example, as you get older, you may not like watching Teletubbies anymore and may watch SpongeBob SquarePants instead.

3. Step 3 of the selling point extraction process: Our product analysis

Through the first two steps, we know the market environment and user needs, and the next step is to see what features our products have. For example, if the user needs a silent fan, but our fan is indeed quite noisy, then we cannot promote this selling point.

Why is the fan in my house noisy? Because the blades rotate at a high speed, the noise is loud. So what does a high speed mean? It means the wind is strong.

Just like the recent popular candid photography incident, the response was very clever, you can learn from it. The core idea is: I will never mention my shortcomings. I will infinitely magnify my advantages.

The same idea applies to refining the selling points of our products. The loud noise of a small fan is not a disadvantage, but because of the strong wind. If you go out to play in the hot sun, a small fan with huge wind power is far more attractive than a silent fan with low wind power.

Therefore, when we get the competitors' products and user demands, we need to put our products into them and filter out the selling points that others have as much as possible. The demands that others do not have and that users are extremely concerned about are the product selling points that we really need to explore.

If there are selling points that others don't have and users don't care about, don't promote them. This is a false demand. I've seen self-entertainment operations that thought their selling points were great, but when they started, they found that there was no conversion at all, because this was a false demand. For example, my small fan can emit colorful lights and instantly take me back to the 1990s, who cares?

4. Final

The devil's charm lies in the details. Before promoting, you must do these trivial details well, so that the link you make is likely to become a qualified link. Qualified means worthy of promotion. I believe that everyone must have encountered the kind of link that just won't work no matter how hard you push it. This is really not a problem of driving skills, but a failure to grasp user needs.

It's wrong from the beginning. One wrong step, then another. When you spend thousands of dollars on advertising and still can't make any progress, you have no choice but to give up. It's better to spend more time at the beginning and follow the above three steps. You will probably find that, hey: how come the links are so easy to drive now?

Author: Tiger Talks Operations

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