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【Pinduoduo】_How do Pinduoduo merchants use promotion to make money

2018-04-10

　　The merchants who open Pinduoduo stores believe that they all go there with the intention of making money, otherwise they would not have opened a store. Since we are all in the mindset of making money, how can we make more money and what are the means to make money? This is something that merchants need to think about. When Pinduoduo stores have no sales, no activity positions, and no natural search rankings, the store will naturally not be able to open. Promotion is a very important tool in e-commerce operations !

　　If the store wants to continue to open, the first thing to do is to let the customer see your product. Only when the customer sees the product can he have sales. So how can customers see the product? It depends on store promotion. Store promotion is advertising space. This is based on the keyword bidding of your store promotion and displays the product in a certain position. Today I will focus on how to promote Pinduoduo store to the best and make more money.

Pinduoduo

　　1. Pinduoduo store promotion relies on keyword bidding to display it in a certain position, so it is naturally closely related to the title.

　　Before you start promoting, create a plan, which includes the words you want to promote. How to choose promoted words is better? You can first use the recommended words or search in the TOP, and then bid for different keywords according to different categories. The initial bid will be higher because the product has no weight and you can make adjustments slowly in the future.

　　2. Choose the most suitable products for promotion in Pinduoduo store

　　If the product performs poorly in all aspects of data, it is a waste of money even if it is promoted, so you should choose the product that is most suitable for promotion based on the data. In the process of promoting products, it is also necessary to reasonably allocate the cost of promoting products. For products with high click conversion, there can be more promotion costs. For products with low click conversion, you can plan to reduce the promotion costs. In addition, during the promotion process, we must set daily limits, which can better control the daily promotion costs.

　　3. When a pinduoduo store promotion encounters a turning point, adjust the limit and keywords

　　In the process of promoting products in the store, when the product has a certain sales volume and ranking, the bid for keyword positions will naturally decrease. The same money will appear here, but the number of clicks and transaction volumes have increased significantly compared to before, and the clicks have changed from dozens to hundreds. If this kind of situation occurs, it means that the turning point of your store promotion has appeared. At this time, you need to ensure that the store promotion is not losing money and increase the limit. Once the limit is raised, the search weight will increase, and the sales weight will naturally be greatly improved. During the store promotion period, the keywords of store promotion should be continuously modified as the category development trends, for example, the keywords of store promotion should be slowly changed from winter to spring, and the time and seasons should also be modified.

　　4. Pinduoduo store promotion promotes popular products

　　As store promotion sales continue to increase, the orders issued by subsequent natural searches will gradually increase, and the registration activity will naturally pass the higher. At this time, you can consider creating hot products, choose products with better data performance, and use the store to promote them.


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is confidence, three is enthusiasm, and the last is to dare to ask for it. When we come in, we cultivate the professionalism of customer service and have a very good understanding of the products - we must stay in our warehouse for a week and be familiar with our products. Let’s learn about Taobao’s system later, and then understand the company’s customer service system after getting it done, including what you can say, what you can’t say, and what you use to type fonts? What to use for color? What to use for font size? Including how long can you answer the phone? How long does it take to leave the position? Including if there is something to leave, how to hand over? We have a form and a charter in this series, and the customer service must be very clear. Then we have a complete Q&A system. Customer service must understand and answer all these Q&A questions so that I can get you to the computer; because it is very important for us to come here. Finally, let’s understand our assessment system. Our assessment system has a lot of content: conversion rate, response time, average customer price, and customer evaluation. After understanding these things, we will do this.

Lao Gao: Let me summarize it, it is standardization and processization.

Zhou Jun: We are standardized in the process, but our communication with customers is not standardized. Why? Because I think every customer comes here differently. What kind of people do our customer service meet and what they say the most. Our customer service doesn't care what we should reply; many large companies have such a misunderstanding: they edit the customer service into many quick replies, and you will reply to whatever questions the customer service asks. I think this is not particularly beneficial to a medium-sized seller and it feels inhumane.

Lao Gao: It is to standardize some bottom-line problems, and customer service deals with some flexible things. We must learn the awareness of sales and even the "wolf nature" of sales.

6. Netizen: Our company also has performance appraisals. What is the main appraisal of General Manager Zhou?

Zhou Jun: The most important thing about us is the conversion rate, which accounts for 50% of our assessment. Then we will evaluate the response time. If we are too busy to get busy, it will not be called service, so we care very much about the response time. Then we have another customer review, how does the customer evaluate our customer service. For example, when we call "10086", his customer service will speak to us very gently. Even if you scold a few words, he will definitely not respond. Why didn't he dare to respond? Because once you give him an unsatisfactory evaluation when you hang up the phone, his salary this month will have a great impact, so we care very much about the evaluations made by customers on our customer service. Another very important point is that our customer service needs to learn to sell; we cannot say what the customer wants and what we give you. We need to ask the customer service to recommend products to customers, new products or matching products, and customer service must have this skill. We have a task assessment every month: how much this product must be promoted, which is also a very important aspect. But we do not evaluate the sales of these things, because the average customer price is multiplied by the conversion rate, which is sales.

7. Lao Gao: If sales are too assessed, will customer service be very profitable?

Zhou Jun: We think this is unfair to customer service. Let me give you a very simple example. For example, we are both customer service. We both sell men's bags. The lowest price of our company is only 59 yuan per small bag. You have a maximum price of 399 yuan. At this time, a customer came over and asked me to buy a 59 yuan bag, but the customer was very picky and troublesome. I used a lot of sales skills and the power of the gigantic people and finally got it done. At this time, a customer also came over and asked you about the 399 bag and asked you "whether or not", and you said there was, then you took a photo. At this time, you earned 399 yuan, and I only had 59 yuan. So your sales are higher than mine, but I demonstrate higher levels than you; is this an unfairness? Especially during the big promotion period, when "Double 11" and "Juhuasuan", the role of customer service is weak, and no one has time to place an order. At this time, due to luck or time, some customer service sales are much higher than others... I think this is an unfair manifestation. Our company's performance must provide customers with the ability, high transformation, good execution and sales ability to make their performance available and get the best income.

8. Netizen: There are very few orders in the early stage of a new company. Where should customer service focus during this period?

Zhou Jun: If you have fewer orders, the consultation volume will not be large. At this time, you should make the customer service professional and humanized, especially humanized, and how to talk about customers to the hearts. Your product may not have any advantages, but how he calls "rice" "gold", I think this is crucial. The less orders, the higher the requirements for customer service.

9. Netizen: How is the commission from customer service more reasonable?

Zhou Jun: We have a complete set of KPI assessments. Our company has a very fair point: we know the salary of the customer service, and it is not the final decision. I think you have performed well this month, and I will give you a little more. Where can I make me feel comfortable, I will give you a little higher. We are not like this, we are the same to everyone. How much salary the customer service gets this month is achieved by myself, not by me. We have an assessment in it, with a bonus base of 100 points and above 90 points; a bonus base of 3,000 yuan for more than 90 points; a bonus base of 80-90 points is 2,000 yuan; a KPI assessment with less than 80 points, and a bonus base of only 1,000 yuan. For example, if the 90 points is 3,000 yuan, 3,000×0.9=2,700 yuan bonus; if the customer service reaches 89 points, it will be the 2,000 yuan bonus. At this time, he will work very hard because one point difference will have a big gap, so we will not evaluate sales.

10. Netizen: How much does your average customer price account for?

Zhou Jun: 20 points. Different companies will have different ratios. Some products with very different customer orders may vary greatly, including those with a few dollars to several thousand dollars. I suggest evaluating the number of customer items. This is actually the same concept. Either the average customer price or the number of customer items is evaluated.

11. Netizen: How many people are there in your company? How many customer service personnel are there?

Zhou Jun: Our company has more than 40 people in total, and our customer service number is 11.

12. Netizen: How many stores do you have? Will the customer service need to log in to different stores?

Zhou Jun: I have seen a customer service that has visited more than a dozen stores. I don’t understand how it was made. I think I definitely can’t do it. Our company has a regulation that under normal circumstances, one customer service can access up to two stores at most. In special circumstances, up to three, absolutely no more than three. And they all have primary and secondary aspects, one large and the other small are matched, because after all, people's energy is limited.

13. Netizen: If conversion rate and response time are used as the main assessment criteria, will customer service try their best to promote the product?

Zhou Jun: If your conversion rate is very high, his salary may be very different; then customer service will always pay attention to his conversion rate.

Lao Gao: Any company will be determined based on its own situation. For example, at this stage, which indicators are what you need most, then put this indicator into the KPI.

Zhou Jun: So we will adjust according to the actual situation. For example, when the conversion rate is very high, the average customer price will be a little higher.

Lao Gao: Different months and different seasons may be adjusted.

Zhou Jun: Depending on what your actual company lacks, any requirement without KPI ass