Pinduoduo teaches three “secrets” to new media operations!

" Pinduoduo , Pinduoduo, the more you work, the more you save. If you must work, you must Pinduoduo. Pinduoduo, Pinduoduo anytime and anywhere every day..." Have you been flooded with this brainwashing song recently?

During this period, the topic most discussed by friends in the Internet operations circle is "Pinduoduo's listing."

On the one hand, it was "listed less than three years after its establishment and became a new Internet star", while on the other hand, netizens criticized it as "fake", "copycat" and "inferior".

Today, let’s put aside these controversies and try to analyze from an operational perspective - as an operational novice, what can we learn from Pinduoduo?

Next, I will talk about the "three secrets that Pinduoduo taught to new media operations " from the three dimensions of platform positioning, user retention , and event operations . I hope it will inspire you.

Tip 1: Platform positioning: consumption + entertainment + social networking = new e-commerce

Pinduoduo's official website describes its own positioning as follows: a new e-commerce pioneer that is committed to integrating entertainment and social elements into e-commerce operations . Through the "social + e-commerce" model, it allows more users to share benefits with fun and enjoy a new shared shopping experience.

Simply put, Pinduoduo's positioning is: an online shopping platform that offers group buying, low prices, and emphasis on social attributes. ·

Liang Ning, the lecturer of GetAPP and the "No. 1 Talented Woman in Zhongguancun", said in "What else does Pinduoduo have besides "fakes"? 》 , users are divided into three categories: Daming users, stupid users and Xiaoxian users.

Daming users are: I know what I want to buy, I know where to buy it with the best value for money, and I buy it and go;

Stupid users are: I want to buy something but I don’t know what to buy, so I just browse around;

A leisurely user is: I don’t want to buy anything, I just want to go out for a walk out of boredom, and suddenly I see this good product, and it’s on sale! Then buy it.

Pinduoduo’s main target is what Liang Ning calls “small idle users”.

Let’s imagine a scenario like this: you are bored today, and there is nothing new to see after browsing your Moments . You open JD.com and Taobao but don’t know what to buy, so you open Pinduoduo casually. At this time, you will see a lot of tempting keywords - limited time sale, brand clearance, daily cash...

" What does this mean? It means that I don't have any needs and don't want to buy anything, but suddenly I get such a thing and I can still do something by opening Pinduoduo."

Later, in an internal speech at JD.com’s marketing department, Liang Ning mentioned this point: in third- and fourth-tier cities, “the average number of friends of young, low-tier, and elderly people is 130, and they can’t do anything on WeChat . Then products like Pinduoduo make them enjoy it. It’s not just Pinduoduo, but products that satisfy these people’s social behaviors in WeChat scenarios…”

White-collar workers in first- and second-tier cities may not understand: I am so busy every day, how can I have time to browse shopping platforms? Besides, if you want to buy something, you should buy something that is guaranteed, so you’d rather spend a little more money…

However, users in third- and fourth-tier cities, or people with limited financial resources and relatively more free time, have different ideas - saving money, fast delivery, more choices, and greater discounts...

Pinduoduo targets exactly this type of users.

Tip 2: User Retention : Unique Product Attributes

New media operators face an important indicator every day - user retention rate .

How to attract more new users? How to retain and activate old users? How to promote the conversion (monetization) of new and old users?

As an e-commerce product, Taobao relies on a "large and comprehensive" supply of goods, and Vipshop focuses on a certain vertical field. So, what does Pinduoduo rely on?

Zhang Chengyi, content operator of Sanjieke , an online education website, believes that Pinduoduo relies on the uniqueness of its product functions to drive product growth.

This uniqueness mainly comes from two aspects: gamification design and social relationships.

1. Gamification design of group buying

The term "group buying" is not new. The low-price purchasing method of "group buying" appeared many years ago; but Pinduoduo mixed it with the element of game - "You don't know whether the group buying will succeed, and you don't know when the group buying will succeed, but you know that once it succeeds, you can get a lot of benefits, and at this time you will have a lot of interest to continue to participate in it."

To some extent, this satisfies users' curiosity and speculative psychology.

2. Trust endorsement brought by social relationships

We mentioned earlier that Pinduoduo's target customers are mainly third- and fourth-tier cities, as well as users with greater economic constraints and relatively ample time (such as students, pregnant women, frequent shoppers, and frugal middle-aged and elderly people). They all have one thing in common - social relationships between acquaintances.

Huang Zheng, founder, chairman and CEO of Pinduoduo, said: "Our core competitiveness is that people within the Fifth Ring Road cannot understand it. You can say I am low-level, you can say I am elementary, but you cannot ignore me. They are fighting for territory, and I want to be misaligned."

Imagine: if your pace of life is slower, your financial constraints are greater, and you have relatively ample time, at this time, your friend pushes you a link to a shopping platform with many low-priced goods. Even if you are not tempted, you can't help but want to browse it more, right?

This is Pinduoduo’s unique product attribute.

Tip 3: Activity Operation: Split Operation Goals from the Product Perspective

Raymond Vernon, a professor at Harvard University in the United States, proposed the product life cycle theory in 1966 . The theory mentions that the entire process from a new product entering the market to being eliminated by the market must go through four cycles: formation, growth, maturity, and decline.

As a new media operator, we can also use the product perspective to analyze how products operate at different stages.

Formation

Operational goal: attract merchants to join the platform and expand the platform categories and business volume

Event Operations:

1. Launch the "1 Yuan Purchase" activity, where users register on Pinduoduo and pay 1 Yuan to participate in the activity. If you fail to win the prize, a refund will be made and a platform voucher will be given

2. Anniversary promotion, three flash sales will be released every hour from 9:00 to 24:00 every day, a total of 432 flash sales, two products in each sale are less than 50% off, and one product is 0.1 yuan flash sales

3. A puzzle prize activity based on the concept of "grouping". Users can win an iPhone 7 by collecting five pieces in the "Anniversary Wheel" activity.

Activity effect: A large amount of traffic was attracted to Pinduoduo, and the number of APP downloads increased sharply

Growth

Operational goal: more users and platform transaction volume

Event Operations:

1. Collect 12 zodiac signs and share 100 million red envelopes, date goddess festival and other preferential activities

2.6.18 "Grab 100 million red envelopes" event, each user needs to find 2 additional friends to help get it, which promotes a large number of users to share and attracts new users to register

Other operational strategies: Investing in subway and bus advertisements in some areas of Beijing, and simultaneously launching the "brainwashing song" - "Pinduoduo"

Activity effect: Monthly GMV has exceeded 10 billion

Maturity

Operational goal: Establish a positive brand image

Event Operations:

1. Group Buying Card Collection: Users can obtain different group buying cards by completing information, initiating group buying, requesting from friends, participating in group buying, and making shopping comments. The combination of group buying cards can be exchanged for coupons for shopping

2. Double Eleven "500 million red envelopes giveaway": grab red envelopes at 10:11, 12:11, 16:11, 18:11, 21:11

3. A series of activities on Double 10: buy first, 10% off, 1 yuan flash sale, double red envelopes...

Decline

Operational goal: Promote user activity and convert user value

Since Pinduoduo has not yet entered a recession, it is difficult to find relevant cases . Friends who are engaged in operations may wish to observe the recent developments of ofo shared bicycles to gain some inspiration.

Operation is a long process.

In this process, we grow with you.

Source: Jianshu