Pinduoduo: Through Train is not a panacea

The key to whether your link can take off is not the through train skills, but the comprehensive result of the cooperation between all departments in the company. This article proves that through train is not a panacea by analyzing basic data and link conversion issues. Interested students are welcome to read on.

When it comes to how to run Pinduoduo well, I believe everyone's first reaction is to drive a car well. I watched a live broadcast on Pinduoduo operation on a certain audio platform, and 95% of it was about how to drive a car.

When I started Pinduoduo a few years ago, I had the same idea. I studied the driving method painstakingly, listened to a lot of Kuifa Baodian-style strategies, and tested various methods. What can I say? The results of the test are hard to describe.

For example, the whole site is set with a limit of 100, and then natural orders are issued to achieve high production. The specific driving method is to set a limit of 100 first, and then run it for one day, and after running for 4 hours the next day, increase the limit, and reduce the limit the day after, and so on. A series of complex operations will eventually pull out natural orders.

I have actually tested this method, and the final result is the same as guessing the gender of the baby. Some links pull out natural orders, and some links have no orders without driving . Why does this happen?

As my e-commerce operation experience grew, I began to understand the essence of the through train. I realized that there is no one-size-fits-all approach, and different data links are done differently. The through train is less important than half of the entire link process. The basic data of the link is the real factor that determines whether the link will explode.

1. Talking about driving without linking basic data is just hooliganism

I often test links. I have to run different links every day. The more links I run, the more situations I encounter, just like when you meet more people, you know how to deal with different people . The more links I see and the more links I run, the more I know how to deal with links in different situations.

Among the links I made, I started to drive the links. Among ten links, at most one link can run. It just runs, not to say that it becomes a hot link. To really make a hot link, it takes more than a hundred links to come up with one. If there is really a driving method that can make any link a hit, then I would have achieved financial freedom long ago through Pinduoduo .

There are only two situations when a new link is opened to the entire site or searched: no exposure or exposure. If the product is well-known and has been running on the platform for a long time, it will indeed be exposed once it is launched, but it is still too early to explode.

If it is a completely new product, don't worry, there will be no exposure when driving, and you have to increase the price. This is just the first step of exposure. What everyone cares about most is the explosion of orders. Hundreds or thousands of orders a day are what they want most.

So if a link wants to be profitable and get thousands of orders a day, can any link be enough? Definitely not. My years of operation experience tell me that if you want to become a hot link, two data must meet the standard: a click-through rate of 10% and a conversion rate of 10% . This is just the entry data. If you really want to be the top sales and be on the list, you need a click-through rate of 20% and a conversion rate of 20% to be possible.

There are not many links with such data. The average data of the links I made is two 5%. I remember that one time such a link was very popular one day, and the conversion rate soared to 20%. The next day, the platform suddenly gave it a lot of exposure, but the conversion rate dropped to 2% the next day. Although the exposure increased, the number of orders did not increase.

What was the result? On the third day, the exposure started to decrease, and after a few days, it returned to its initial state. I adjusted the through train and offered a high price, but the exposure did not increase, unless I added it to the top, but that would be a loss, so it was unnecessary. The conclusion of the review is that if the platform gives you traffic, but your link cannot connect, then don't blame the platform for not giving you traffic later.

The same logic applies to driving. You may think that if you put Card 100 into production, you will be able to receive 10,000 orders every day. In fact, you have overlooked the basic premise for explosive orders: the basic data of the link (click-through rate and conversion rate) must be good .

2. Through Train cannot solve the conversion problem of links

Before I started Pinduoduo, I always thought that driving was the most difficult thing. Although Pinduoduo's through train is much simpler than Taobao and JD.com, it is not so easy to play well. For example, the seven-day spiral increase method, the new 2,000 yuan detonation link method, the latest black search technology in 2023, etc., just by looking at the name, I feel that this thing is very mysterious, advanced and expensive!

After working at Pinduoduo for a while, my views have subtly changed. Just like work, the most difficult things are often the simplest. The most difficult thing about working at Pinduoduo is actually making pictures . Do you think a picture with a 10% click-through rate is so easy to make?

I clicked the previous link and searched for OC. The selling price was 30 yuan. I offered 10 yuan, and it probably wouldn't work. Then I raised the price to 20 yuan, and it started to move a little. I raised the price to 30 yuan, and then I was able to place an order.

I have come across many such links, and I had the illusion that my links would only work if I paid a high price. So I bid high first, increase the weight, and then lower the price.

When your link can only be converted if you pay a high price, you must determine whether the link is sold because of the high price or because the link itself has a good conversion rate . If you cannot determine this reason, it will directly affect your subsequent operations.

If it is the former, don’t continue to drive, and optimize your internal strength. If your internal strength is not improved, your link will never make money in this life, and the orders you see are false prosperity. If the conversion rate of the link itself is good, then you can continue to offer high prices, attract pit production and crowds, and when the two weights go up, you can take off by cutting the low bid to the whole site.

You see, the through train does not play any role in the whole workflow. When your link conversion is not good, it is almost impossible to try to increase the conversion through powerful driving technology.

Why do we need to test pictures and models before making links? It is to avoid wasting money on useless links. I think at least half of the 400 e-commerce partners in my e-commerce group have not tested pictures and models before making them. Everyone makes a link and then goes straight to the link, and then finds that there is no exposure, or there are orders, but the production is more than 1 point, which is difficult to do.

Once you understand that the Through Train cannot solve the link conversion problem, you may know where the problem lies and where the optimization point is.

3. Those who are good at fighting do not have great achievements

It is really like this. The e-commerce masters I met who are able to make links explode often don’t talk about how good they are at driving, nor do they have any unique secrets. They all look like ordinary people.

I have also created some links. Am I that good? I reported a link worth 10 billion, and the sales increased tenfold. Do you think it was my credit or the supply chain's credit? For example, the link that my car can take off directly, I have summarized the core point is one: low price.

I sell the same product at a high price, but it doesn’t work. I lower the price and sell it at a low price. The links take off directly, which is not something that can be explained scientifically. It’s not because I optimized anything, but after the price is lowered, the conversion rate of the link goes up, and the through train is naturally much easier to open.

After understanding this principle, I focused my work on optimizing the main image, details, comments, and SKU. I did all these basic things silently. After I optimized the links, my through train data slowly started to improve. With the same bid, I got more and more exposure. I continued to optimize the cost of the products and lowered the selling price, and the exposure of the through train increased further.

During this process, I didn't use any amazing driving skills, such as daily limit, multiple driving plans, opening in the early morning and closing at night, etc. These are all fake and sound great, but are actually useless.

When everyone has quietly made the internal strength of the product well, believe me, at that time, you don’t even need to drive, you can make the links fly by playing natural orders.

4. Final

If you want to do well in e-commerce, the decisive factor is not the through train skills, but the comprehensive result of the cooperation between all departments of the company. The overall score of your company is your store score, which is the key to whether your link can take off.

In other words, if your company has no design skills, weak graphics skills, and low click-through rate, can you achieve 10,000 orders a day through the through train? It's difficult.

Author: Tiger Talks Operations

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