Hello everyone, I am the operator, and today I will share some dry goods with you. Now that the National Day has just ended, I don’t know how everyone is playing on the National Day and how the store data is. I haven't been idle for this period of time. I have been gathering with friends who are doing e-commerce. After drinking a lot, I feel that I have gained a lot.
The end of the National Day is an important time node for preparations for Double Eleven. The current small explosion is the profit money for Double Eleven. Friends who have not yet had a hit should hurry up. When we are working on Pinduoduo, we have been emphasizing one point---putting into production! In fact, there is a big difference between Pinduoduo's through train and Taobao's through train. I have been talking about Taobao through train before. I have talked a lot about both the principle and the operation idea. If you are interested, you can take a look back. Today I want to talk about the production of Pinduoduo through train. I want to analyze it from the perspective of operations. I don’t know if you can have a little inspiration after reading it.
The first high-level production must be the accurate traffic generated by the highly matching of the people, goods, words, graphs in the platform, and then the detailed page is used as the carrier, and the evaluation results The transaction conversion. This is the same no matter which platform it is. It can be said that the nature of all paid promotion can be summarized with this.
We also grasp these core points when we operate Pinduoduo. Many people are superstitious about the operation, and think that there are any secrets for the through train that can instantly increase the click-through rate of their products, put them into production, and so on. As a veteran driver, the longer I work, the more I look down on the operation. There are only a few buttons in the entire backend, and there are so many things that can be controlled. I never believe that someone can push a nonsense product through a through train.Any explosions are formed from the inside out.
I once said a word to a friend, which can be regarded as a joke, that is, Pinduoduo’s explosion is essentially a supply chain, just like a dynamic picture on the Internet, where two villains compete, and a villain woos Wuzhazha's gestures, Ningwai stood and tapped a button, and stretched out a 30-meter long sword to stab at the opponent. This is just like you are here to study this research and that, others don't do anything, come 9.9 free shipping and cash back 10 yuan. It's the same as killing you directly.
The above is just a joke. I can say responsibly that there are many friends who do Pinduoduo around me, especially those in the high-quality supply chain. They have four to five thousand orders every day, although they do. It's a low price, but their desire for technology is stronger than those who make hundreds of orders a day. These people’s warehouses are always about seven to eighty thousand in inventory, and they are careful every day. In the eyes of these extreme supply chain merchants, low prices are equal to high inventory, and profits and technology are the safest! ! Whether it is optimization or driving, they will be more attentive. What does this show? That is, the routine of optimizing and cooperating with driving is extremely important no matter how much you send every day and what price you sell.
Having said so much above, I would like to express two points of view:
First: Don’t think that your product is not the lowest price and it’s useless. Price is one of your competitiveness, and technology is the support of your profit. Click
Second: The optimization should start from the product, and gradually optimize to the through train. It must not turn the cart before the horse.
Okay, then the beginning of the topic, the optimization of pictures, words, people, and goods. Let me talk about the words first. The choice of words for the through train is the most important thing, and the choice of keywords mainly depends on the competitiveness of the product. , According to the category you belong to, choose the promotion words that suit your store. As for the number of words, the more high-quality keywords, the better, which will help to make free traffic. Both passive display and active display require keyword assistance.Otherwise, it is difficult for the traffic to continue to rise.
According to the attributes of the product, it can be divided into these types of keywords: high search terms, hot words with high conversion potential, precise attribute words, and extension words of precise words.
High search terms are generally the words in the drop-down box, and they are highly searched. They are basically high search quantifiers in the industry, and more are category words, or updated real-time hot words, which are convenient for buyers to find quickly The required products are suitable for the crowd and the stores with higher product weight are used as promotion words. Small and medium-sized stores directly use category words. The cost of promotion and drainage is too high, and there may not be much conversion.
High conversion potential hot words This type of word is basically the external traffic brought by Weibo , Kuaishou, and Douyin. Of course, there are also this type of high conversion potential hot words on the site, usually with Accurate product attributes, or category words selected by some high-weight stores, will have a high conversion effect, but in daily promotion, you should select keywords that suit you based on your store's situation.
Accurate attributes + extended words No matter what kind of words, they are more suitable for the main selling point of the product, and have a higher correlation with the product. As the main push word, the extended word is to add more detailed product attributes. It is to find buyers who have a clear purchase intention for the product, which can bring high conversion.
Let’s talk about the picture again, this is a bathroom hook, which one do you think will have a higher click-through rate?
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img , The first one is the selling point description,The second is the scene display. In fact, it would be better to merge the two, with scene guidance and selling points explained. This form is more suitable for the platform of Pinduoduo. is to allow buyers to remember and increase interest at a glance when browsing, but the most important thing is to attract users to click to learn about product details. Therefore, we must analyze the characteristics and preferences of the delineated consumer groups. Only in this way can we make the combination of pictures + copy easier when we take product pictures and copywriting design.
is thinking of making products have good visitor behavior, enabling products to be accurately labeled, allowing buyers to click, collect, and directly convert. It is necessary to increase the competitiveness of the product’s selling point and allow buyers to pay more attention to it. Many potential factors.
Because of the diversification of buyers' purchasing needs, we can't grasp everything, just find one or two points.
Why the same products are sold by everyone. The top sellers sell well, and everyone else can follow the soup. Because in the search process, the purchaser is stratified, and the demand for the selling point of the product is different after the stratification.
① Functional differences: rich product features, upgrades to the original product, and emphasis on different product directions, product display packaging is very important.
②The price difference: This is commonly used in daily shop, suitable for low-priced baby. In addition, with a good product design, the product can also be sold at a high price.
③Different points of interest: Product discounts and product gifts can all allow babies to gain some advantages in the subtle competition.
④Differences in demand points: It is more product differentiation, products that meet different needs, and the distribution of multiple skus, so as to better obtain conversion.
⑤Provide added value: that is, value-added service,Buying a product is also buying a service. There is no after-sales problem. It provides a super-service experience, and it is good to pull new ones and retain them.
Clearly position your products, so as to reflect your advantages in the main picture, main picture video, details, and overall product packaging design.
After talking about these internal power problems, I will talk about the operation of the through train. I still find the operation of Pinduoduo through train more interesting. That is, the effect response will be faster after the optimization meeting.
This is a low-cost women's clothing, which is almost 30 yuan per customer. To be honest, it’s really bad to start production at this customer unit price. Looking at the brother’s shop, I feel that this shop is not profitable. First of all, it is the stall map without any optimization. Secondly, the customer unit price is low, and the final daily order quantity is only more than 300 orders. There are really not many things I can do with a store with such a customer unit price. The focus is on store planning.
The first thing to do when you get the store is to take it off the shelves, and delete the merchandise around the store owner’s promotion. If the style is not uniform, the picture background is not uniform, and delete them from the original more than 300 models. Reduced to more than 120 models, the second thing is to introduce new products, and made a regular plan for him to test out the next single product to be promoted through the new products. During this period, the through train opened an OCPX plan for the original small explosion.
The reason for opening this way is to discuss with this brother, it is to be fast. Spend a wave of money, and then the price drops,Just start eating. Change money if it doesn't work. Don't think that this approach is very low. There is nothing wrong with doing it with a low customer unit price. At least the through train is no problem. It's just that they have ignored the problems of the store's internal power and the maximum utilization of traffic. It must be the correct way to adjust the style and structure of the store while draining traffic.
I said that the purpose of this case is actually to tell everyone that rudeness is one of the ways to play, suitable for products with low customer unit prices. However, Pinduoduo's through trains also have sophisticated gameplay, which is suitable for customers with a slightly higher unit price and customizable. I wrote about the building of Pinduoduo's custom plan in the previous post. If you are interested, you can check it back.
Here I will only talk about the card position. When customizing, the through train ranking is particular about it. Although we all know that the higher the bid, the higher the exposure, that is, the higher the bid, the higher the ranking, but our cost is Limited, so we have to determine the position where we can afford to maximize the benefits. Personal recommendation is 13 and 21. The reason for recommendation is very simple, because consumers will look at 30-50 baby items on average after searching for a keyword. This At that time, the buyer's click-through rate is the highest, and then the click-through rate will drop. So we can avoid the high price position in front and go to cards 13 and 21. When we are in the card slot, we first need the keywords to be accurate. The keywords we add must add accurate keywords and positioning. The accurate words are generally displayed a little bit smaller, but the click-through rate will be higher, and the bid will not be too high. , This is also helpful to increase the weight of the entire account. Then there is the bid. Don’t make the price too high at the beginning. When you increase the price, don’t listen to those "great gods" saying that you will increase the price by one point. This will only waste your time. The current market competition is only suitable for a dime. Increase the price by a dime until the card reaches 13 or 21. Plug-ins are needed here.
There will be a problem here, which is also a commonplace question, click-through rate! When we talk about the click-through rate, we need to determine three values of the click-through rate of an image: the lowest value, the average value, and the peak value.
The three indicators of clickthrough rate are all measured.We must have a good sense of mind. Let’s talk about the peak value first. When we bear the highest bid, the ranking is highest at this time, and the click-through rate is also the highest. At this time, the click-through rate of 200 clicks is regarded as the peak value. This click-through rate is an important indicator for us to judge the potential of this model. If the peak value cannot exceed 2 times the industry click-through rate, the picture must not be used, or this section should not be too hopeful. The average value is the click-through rate of this model during daily operation. For example, when I make clothing, the average value is the click-through rate of 4-6. When the average click-through rate cannot be higher than 1.2 times the industry for a long time, you should also pay attention to the optimization of the picture. This is a very bad signal, and the PPC of the through train may remain high. The last is the lowest value. This click-through rate indicator mainly depends on whether the price can be dragged. When we drag the price, it will be accompanied by lowering the PPC and lowering the ranking. If your product's click-through rate drops as the ranking drops For the industry average, the first thing to do is to optimize the picture. In fact, it is also necessary to consider whether this model has stamina.
The last point to say is the upper score of the through train. There are currently no fewer than five ways to divide Duoduo through trains. The specific method depends on what category you are and how large you are, and on the other hand, it depends on the price of your products. Here I will talk about the sub-routine I am used to.
1. Add several keywords to the regional pass, time discount 50%, platform discount 100%
2. Then check how much you need to bid for the main keywords to get to the homepage, set a similar price, and then Open the crowd premium directly and directly premium 200%, the crowd premium calculation method (1*200=2 yuan) for example, bid 2 yuan to go to the home page.
3. Set the daily limit, 100 yuan a day, stop after burning, for two days
4. According to the effect of the previous two days, optimize the region, other settings remain unchanged, and the daily limit is increased to 200 yuan .
This is my most used routine,It is most suitable for non-standard categories, and can be marked and marked. According to the weight of the store, the entire closed-loop through train will increase rapidly within 5-7 days.
In fact, there are many concepts and techniques for Pinduoduo through train. There is no way to say them one by one. I will share them here today, and I will continue to share them when I am free next time. I am an operator and an old e-commerce driver. I sincerely welcome e-commerce friends to communicate, learn and make progress together. The National Day is also over. Everyone has to take care of their work. One month is the most important Double Eleven for our electronics businessmen. I wish you all the small explosions and the big explosions forever.
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