A fishing expert taught me how to operate Pinduoduo

Anyone who has fished knows that fishing requires preparation in advance, and you also need to learn how to find a fishing spot and wait. Pinduoduo operations are just like fishing. This article analyzes e-commerce operations from the perspective of a fisherman. If you want to know the methods and secrets, you might as well follow me to read this article.

When I first started operating Pinduoduo, I was confused. How could this e-commerce platform be so different from the e-commerce platforms I had in mind? First of all, the crowds were different. There is a saying that the high-end crowds of Pinduoduo are equal to the mid-end crowds of Tmall and the low-end crowds of JD.com . After working on Pinduoduo for such a long time, I deeply feel that this is indeed the case.

Can you guess which platform Pinduoduo's low-end users are targeting? In fact, there is no platform that can be targeted. For a product priced at RMB 9.9 with free shipping, after receiving a positive review and cashback, the other party still applies for a refund. Such users really cannot find a platform that can be targeted.

Complaints aside, I was completely confused as I entered into this e-commerce platform that was completely beyond my imagination. I stumbled around and couldn't find the direction until one day I met a fishing expert by the river. After chatting with him for a while, I finally realized the true meaning of Pinduoduo's operation. It turns out that Pinduoduo's operation is like this.

1. If you want to catch fish, make basic preparations first

Think about it, can you catch anything if you go fishing with nothing? Of course you can't. First of all, you need a fishing rod (product). What kind of fishing rod should you use? There are fishing rods that cost tens of yuan, hundreds of yuan, and thousands of yuan. I have seen fishing rods that can catch car tires without breaking. Such a rod (exclusive hot product) can increase your fishing efficiency several times.

Often your wallet determines your fishing tools, and your background determines what products you can get. If I could get the national agent of Estee Lauder, I would be able to just sit back and count the money , but the problem is that I can't get it. Do what you can do, little by little, and when your wallet is full, you can change to a better rod (product).

After you have a fishing rod, the next step is to prepare tools such as bait and landing nets. These auxiliary tools can greatly improve your fishing conversion rate. Just like the materials in e-commerce, after we get the product, the second thing is to produce materials, main pictures, details, comments, etc. These are all baits. Whether users can take the bait depends on whether your baits are attractive .

Let's take an extreme example. Your picture says: After drinking this bottle of milk, the child will grow 20 centimeters a week. If the child grows 1 centimeter short, you will be compensated 100,000 yuan. The price of this bottle of milk is 99 yuan per bottle. Will you buy it? If you don't say there is compensation, you probably won't buy it. Users are not stupid.

But because there is a 100,000 yuan bait, there is a high probability that people will take the bait. This is obviously giving money away, so why not take it? You think this is a joke, but no, there are really similar products on Pinduoduo, you can go and search for it.

2. If you want to catch fish, you must learn to find the fishing spot

Fishermen say that whether you can catch fish depends on your fishing spot. If there is no fish at the fishing spot you choose, even a world-class fishing expert will not be able to catch any fish. Only magicians (unreliable Pinduoduo agents) can catch fish in a fishless place.

The fishing point in Pinduoduo is the crowd. Pinduoduo's current advertising delivery methods include full site, OC, search customization, and scene. Currently in internal testing are full store hosting and CPM billing. Regardless of the delivery form, it is essentially the same, spend money to buy your crowd .

The fishing spots you can choose are the above-mentioned forms. After choosing a good fishing spot, you should start to make a nest. Making a nest refers to the action of throwing the bait off the hook to the fishing spot to improve the fishing efficiency. Making a nest for e-commerce is to bid and test the crowd.

Take OC as an example. You create a new plan and the system recommends a bid of 13.8. You think it is too high and I can only offer 4.8, so you bid 4.8. This is the bait you throw out. What kind of people you can attract depends on your bid. If I bid higher than the system's recommended bid, for example, I bid 14.8, can I attract more people? The answer is yes.

But one thing to note is, the higher your bid, the more likely you are to be targeted by bloodthirsty sharks. You can't catch sharks . This is all I can hint at.

3. If you want to catch fish, you must learn to wait

I have also gone fishing by the river. For those who have no interest in fishing, fishing is too uncomfortable. You have to sit there for an entire afternoon, which is extremely boring. You look around here and there, but you don’t catch any fish. But for those who are addicted to fishing, they will not get bored if they stay by the river for several days. If they sit there for a whole day, it is only a matter of time before they catch any fish.

Therefore, if you want to catch fish, you must be able to wait and see. We have seen such scenes on TV, where the hook is bitten as soon as it is thrown into the water, and a big fish is caught. This is not normal.

I once opened a through train and within ten seconds of opening it, there was a click and a deal was concluded for RMB 130, with a 100% transaction rate. I was happy but also calm, as it was just luck.

The real driving is that after the plan is created, the exposure increases very slowly, the number of clicks is pitifully small, or there are dozens of clicks a day, but no orders are made. Do we need to make adjustments? If you are impatient and can't wait, you may adjust the bid and optimize the materials. I have learned to wait by watching the fishing masters fishing.

There was a plan. On the same day, there were 500 exposures and more than 60 clicks, but one order was not sold. I did nothing and continued to observe the next day. There was still high exposure and high clicks, but no transaction. This is how I judged it. There was no conversion, but the exposure did not drop, which meant there was a trend of transaction, so I could wait a little longer.

As a result, eight orders were completed on the third day, with an average customer order of 100 and more than 10 put into production. The link was successfully cold started, and there was an increase every day afterwards. It ran well, so you must learn to wait and see, and don’t be impatient.

4. If you don’t want to fish but still want to eat fish, you need to learn how to raise fish

In reality, fishing is done once you catch a fish, but for e-commerce, there is another step to go, which is repeat purchases. When I see that 5% of my daily sales are repeat purchases from old customers, I feel very relieved. Even if I stop promoting, I still have a lot of turnover every month thanks to old customers. So how can I raise fish? Private domain?

I'm going to pour a bucket of cold water on you all here. Do you know how Duoduo got started? Routines. If you play the same tricks as the originator of the tricks, can you beat them? Last time I saw an operation group, an e-commerce operator asked if he would be punished for asking customers for contact information, and he was directly ridiculed by everyone.

Such behavior is like challenging the authority. Remember, don't touch a large crowd, even if they are the ones who are trying to take advantage of you, otherwise your deposit will be gone.

So how do you raise fish? Use sincerity (good products). The products I make have the attribute of high repurchase. One user said as soon as he came, "I'll buy one to try first. If it works well, I'll buy from you in the future." It's a bit like, I like to eat pig's trotter rice, and the taste of pig's trotter rice in each restaurant is different. If I find a restaurant that tastes good, I will always eat there in the future.

The prices of our products on Pinduoduo are very competitive. Some people even ask, "Why are you selling them so cheap? Are they genuine?" If users come across such a store and find that the products are not only genuine but also several dozen cheaper than other platforms (for products with a unit price of 70 or 80 yuan), will they continue to repurchase? Of course they will.

Looking at my DSR of 4.9, I know clearly that the later I get, the easier it will be to run my store. Why? Because I have fish.

5. Final Thoughts

E-commerce operation is like fishing, and fishing is like life, you have to pay first before you can get a reward. If you want to ensure a 100% return, learn various methods and skills, nip potential risks in the bud, and avoid the pitfalls of others, you will definitely have smooth sailing on the road of e-commerce operation, and making money is only a matter of time.

Author: Tiger Talks Operations

Source: WeChat public account "Laohu Jiangyy (ID: laohujiangyy)"