How to choose promotion tools in Pinduoduo?

For the merchants who are going to settle in Duopin in 2023 or want to know about the promotion tools of Duopin platform, I would like to share here how to choose and use the promotion tools of Duopin to help us operate the store better. It's not easy to create, show some love and concern! Before promotion, first understand what traffic channels and how big the traffic pool is in Pinduoduo Platform. As the first e-commerce platform in China, Taobao is known to all students who have done Taobao operation. On Taobao, search traffic is the mainstay, and the track that merchants will strive for is hand-scouring search; Followed by recommended traffic, live traffic, activity traffic (poly cost-effective, tens of billions of subsidies, etc.). ), and a lot of goods is different. 20 15 What are the most classic advertising words since the birth and development of Pinduoduo? "Pinduoduo used by hundreds of millions of people is cheaper to buy", which has been called "the lowest price in the whole network" since 20 19 started10 billion yuan subsidy. Since then, Pinduoduo's slogan to attract consumers is still "low price", so relying on Pinduoduo's extreme price comparison system, we can draw the conclusion that the best way for Pinduoduo to get traffic is "low price". Please remember that my low price here is quoted. Let's keep looking. Then, in 2023, no matter how Pinduoduo formulates new regulations and modifies the promoted charging model, its traffic pool will remain unchanged. It is divided into the following traffic pools: 1, search channels, and consumers' independent search behavior. According to the keywords searched by consumers, the platform displays product links based on keyword matching weights. In addition to our common Pinduoduo platform homepage search box, there is also an activity channel search box in Pinduoduo Station. For example:10 billion subsidy search box; Search box with code breaking and customs clearance. (Note that in addition to the well-known weight influencing factors, the commodity weight ranking here also has the influence of the resource location and price of the platform. For example: whether to subsidize10 billion; Spike and other activities. 2. Recommended Channel This traffic pool is the second largest in Pinduoduo Station, and I will talk about the largest pool later. The channel display locations recommended by Pinduo include: the home page of the station, the first-class category page, the second-class category page, the details page, and the marketing page of the station (the farm collects fertilizer; Leading water drops in the orchard; Fight the landlord; Read novels; Charge the phone bill; Wait a minute. ); Off-site media platforms (Weibo, Baidu, Zhihu, Xiaohongshu, etc. ) 3. Marketing Activities This pool is the largest traffic pool and source of free orders in Pinduoduo Station. Don't all the merchants in Pinduoduo want to get free of charge? They are eager to get free of charge in Pinduoduo. This place is the most effective and efficient traffic pool to get orders. Let me sort out more than 80% of the activity resources in Pinduoduo. Long-term marketing activities (that is, after successful registration, you can't cancel it at will without special circumstances. If you cancel the activity, you need to dock with Xiao Er):10 billion subsidy; Break the code and clear the warehouse; Ticket collection center; 9.9 yuan sells short-term marketing activities (that is, on the basis of long-term activities, the price will be reduced according to the requirements of the activities, and the long-term activities will be resumed and the sales will continue after the end of the limited-time activities). Tens of billions of subsidies: common ones are150 billion 18542, 20613; /kloc-20% off 0/00 billion18550,20614. One billion black winds are high at night (50% off); Ten billion subsidies for multi-person groups (50% or 30% off); Billion theme groups (new year's goods recommendation, New Year's Eve dinner, collection of good things in deep winter, etc.). ) There are code-breaking customs clearance: the more common ones are S-level promotion: the homepage of code-breaking channels is the main one, and the icon on the homepage of Pinduoduo flashes, including AB level; A-level promotion: code-breaking home page with three modules of interest; B-level promotion: 50% off the code, an hour's field, such as 12-13. Spike: brand spike; Single tunnel nail; Theme group (spike in deep winter women's boots group, etc.). ) ten thousand people. Spike is carried out from left to right according to the threshold of product sales card. Coupon Collection Center: There are only hidden coupons or public coupons, and the hidden coupons are probably that consumers do not display coupon information after searching for non-coupon resources. For example, if Product A participates in secret coupon activities, consumers can only see and use 20 yuan coupons if they enter from the coupon collection center and find the goods they want to buy. 9.9 yuan Special Sale: Less, only 50% off activities, free of charge. 4. List of other traffic pool categories: real-time update, push data seven days ago, and divide the best-selling list according to sales volume, favorable comments and price reduction; Praise list and price reduction list. Relatively speaking, the list blessing can better show that the sales data of products in Pinduoduo Station is excellent, and it is sufficient to get traffic support. Bian Xiao recommended: Although it is useless, it can be marked, and it has its own traffic pool, but it is dispensable. Holiday promotion: CPT flow pool will be purchased, and different stalls will be purchased according to exposure. Not an effect advertisement, the conversion rate is low, and the return on investment is naturally low. Shopping commodity keywords and marketing treasures: As far as I know, the brand merchants that Superstar plans to cooperate with can buy the related words of brand words in the search channel for fixed exposure, or they can make separate pages. Drill exhibition: This is a shopping flow resource, which is mainly suitable for wealthy brands that are easy to fool. Because it is not an effect advertisement, it is normal for ROI to be low, but it is not only CPT advertisement, but also PDB advertisement (that is, & draw a crowd package). Buy from within &; Many treasures: the small circle is similar to the WeChat circle of friends. If you have already purchased products, these products will be displayed in a small circle, and friends can see them. In-house purchase belongs to WeChat private domain marketing, and special small programs can cooperate with WeChat groups such as WeChat official accounts. There is no difference between buying more treasures and scouring customers, so I won't go into details here. Starting from 2023, friends who operate should have a clear understanding and positioning of their stores and market conditions, so as to better enhance their market share on the Pinduoduo platform and make money for continuous operation. In the following, I will classify businesses and make different analyses according to different situations. If you are a well-known brand dealer, self-operated brand or brand Pinduoduo, you should have made the sales target and operation plan for 2023. What I want to say here is that if we want to increase Pinduoduo's market share next year, we can optimize the product line, pricing strategy, promotion focus and so on. When the annual customer service manager reports the product line, find out the refund caused by product problems, delivery problems and less mistakes. What are the reasons for hot-selling products and unsalable products? Pricing depends on the sales data over the years, optimizing pricing strategy, matching marketing activities, appropriate external platform price difference and brand tonality to get free orders. Look at the data performance, find out the positive correlation between unit price expenditure and unit price transaction, and choose appropriate promotion tools in different product cycles. If you are a small seller or a mom-and-pop shop, you will still focus on making money in 2023. Why do you think so much? Money comes first. After getting the product, use a third-party tool or manually go to Pinduoduo platform to do market analysis to see if you are sure to do it and how much money you need to invest in the early stage. It's over when the analysis is over. Next year, I mainly think that paid traffic is the mainstay, and small and medium-sized sellers really don't recommend doing free traffic. Pay money to make money and start promotion, otherwise open more stores, pay more money and do more promotion planning. If you are a manufacturer, whether you are a support worker for shipping or a Pinduoduo store for clearing inventory in 2023, you hope to open several new stores to upgrade the production line while making low prices, learn more about the ability of paid promotion, and generate order profits by advertising high-margin goods. At the end of 22, the penalty rules for violating low-priced drainage came out. I don't know whether your low-priced products can survive, which three (9) and five (9) pieces, how many drainage products have been removed from the shelves, how many links have died, and how many operation methods have been broken. In fact, the promotion of Pinduoli is relatively simple, but everyone is not very clear about those insensitive details, so that Taobao and Pinduoli operators do not know much about the promotion methods of Pinduoli. At present, there are three different promotion tools for Pinduo. Many scenes; Whole station promotion; On-site promotion and star shops. The promotion mode is mainly OCPX mode, that is, advertising is provided to consumers who are most likely to make a deal; So who is the most likely consumer to buy your product? According to what kind of shopping behavior does the platform system judge that X is the most likely person to buy Y product? The display position of Pinduoduo's customized promotion is mostly the marketing activity page, with large traffic and low price, but no desire to make a deal. By the end of 65438+202317 October, Pinduoduo's search promotion was still defined by the majority of operating friends as a promotion tool for labeling products with precise keywords. For example, Xiaoming searched for "Martin Boots" in Pinduoduo and bought Belle's new pair of Martin Boots, so Belle's Martin Boots were labeled as "Martin Boots". When this product is promoted, it will be recommended to consumers who have searched for the word "Martin boots" first. I beg to differ. Director Wang believes that in Pinduoduo, consumers' accounts, like Taobao accounts, will be labeled with various labels, such as: age, gender, monthly consumption in the city where spending power is located, shopping links, etc. Pinduoduo system is presented to consumers according to historical labels and real-time labels of products. For example; You are a merchant selling ASUS computers. Your computer is not just an accurate crowd searching for the word "ASUS". The computer circle eats brand power, as well as price power and service ability. In other words, the most accurate search keyword is not necessarily the user. On the contrary, the click rate can fully understand the product labels in Pinduoduo. At the same time, search promotion pays more attention to the product itself. If the product link itself has the blessing of resources such as tens of billions or spikes, is the conversion ability in search advertising channels relatively high? You can promote search and vice versa. At present, search promotion has completely become a channel to grab money. There are basically no orders, but the unit price of paying the bill is still expensive. Generally speaking, it is not profitable and it is not recommended to open it. If you want to open it, it's like labeling a new product. You will enter the second stage after searching for the 10 order, and then optimize it according to the data. There is generally no room for optimization, so I won't elaborate here. Many scenes are generally the courage of businesses to support their survival. The scene is the first factor for merchants to make explosions, mainly based on click charges. What is relevant is that the higher the click rate, the cheaper ppc, and only 0cpx promotion mode. Custom promotion no longer exists. When the goods are at the opening scene, I generally suggest bidding by profit. For example, if your product has the profit from 40 yuan, you may run away if you generally bid 30 yuan for the new product. Observe the data at 1 hour. If there is no exposure or the amount of data is too small, you can add 35 yuan. In the first stage of the scene, it is usually when you can run out of order. At this time, the transaction cost will probably be between 1 and 1.5 times of your bid. Don't worry, it's normal. After the transition to the second stage, the system will officially end the bidding for your plan. Don't ask, just ask for more goods and lack of money. In fact, the scene is not that the higher the bid, the better. As an operational test, is product scenario promotion the first stage or the second stage? During the product climbing period, the higher the bid, sometimes the lower the exposure. What is the reason? When this happens, you should pay attention. Generally speaking, the exposure rate decreases because your conversion rate is low. In the mature period of the product, we can try to slowly reduce the daily limit, build a new scene promotion plan, bid half of the main link bid, and see if we can clinch a deal. The total order quantity of the product is not much different. If it is successful, it shows that your product has the ability to order for free. On the other hand, it would be terrible if there were no tools to promote the whole station. All that was left for our stores in Pinduoduo was paid orders, and the stores would die as soon as they stopped paying. First of all, this tool is more suitable for business friends with high customer unit price and high gross profit to do store-wide sales. Make three or five comments on each link and then hang up the whole station. Set the roi higher, and then drain it slightly with the top die. Second, it is more suitable for climbing in the new product period. What is needed in the climbing period of new products is data stretching, and the whole station promotion flow pool is the largest payment tool, which is very suitable for the climbing period of new products. Here, I suggest that low-priced products should be promoted by bidding, and high-priced products should be promoted by ROI bidding. If it is locked into production, you only need to reduce your transaction amount here, and you can adjust the roi of the next day within one day. To sum up, I will share with you an explosion promotion case. I once made a pair of winter ladies' bean shoes. Brand empowerment, in the tens of billions of subsidies, the price is 89 yuan, and my profit is 30 yuan. In the new product stage,