How does Pinduoduo operate? Detailed analysis of Pinduoduo’s operations!

1 Merchant promotion path

1.1 Beginner's Guide

1.1.1 Home page product bidding

1.2 New Product Recommendations

1.2.1 The 5-minute response rate for the first three consecutive days is higher than 50%

1.3 9.9 Special Sale

1.3.1 The total number of store reviews in the past 90 days must be greater than or equal to 400

1.3.2 The 5-minute response rate is higher than 50% for the past three consecutive days

1.4 Limited Time Flash Sales

1.4.1 The total number of store reviews in the past 90 days must be greater than or equal to 500

1.5 Love shopping

1.5.1 The 5-minute response rate is higher than 50% for the past three consecutive days

1.5.2 The total number of store reviews in the past 90 days must be greater than or equal to 3,000

1.6 Promotion based on merit

1.7 Docking Operations

1.7.1 Enter the docking group and receive guidance from a dedicated person

2 Software/Tools

2.1 Data

2.1.1 Pinduoduo Elf and Heyu Software

2.2 Customer Service

2.2.1 Duoduo Butler

2.3 Delivery

2.3.1 Multiple orders

3 Investment Rules

3.1 Pinduoduo Margin Rules

3.1.1 Store Deposit Rules

3.1.1.1 Deposit standards for each category of store: 1,000 yuan for corporate stores and 2,000 yuan for individual stores

3.1.1.2 Adjust the store deposit based on monthly sales. If the sales in the previous month is greater than 500,000, the deposit standard is 10,000

3.1.1.3 Deduction and compensation of store deposit

3.1.1.4 Payment of store deposit

3.1.1.5 Store deposit refund

3.1.2 Activity Margin Rules

3.1.2.1 Activity security deposit

3.1.2.2 Activity Deposit Deduction and Compensation

3.1.2.3 Unfreezing of activity deposit

3.1.2.3.1 Merchant application: 15 days after all store activities are completed

3.1.2.3.2 Unfreezing conditions: All activities in which the merchant participated have ended for 15 days, and there is no delayed delivery, false delivery, etc.

3.1.2.3.3 Unfreezing after store withdrawal: The merchant applies for store withdrawal, and after review by the platform, the store meets the conditions for withdrawal and meets the unfreezing conditions stipulated in Article 4.4.2.

3.2 Pinduoduo Store Exit Rules

3.2.1 Merchants withdraw from the store normally

3.2.1.1 Merchants applying to close a store must meet the following conditions at the same time

3.2.1.1.1 All products have been removed from the shelves, and there are no products to be added

3.2.1.1.2 There are no products in the store that are being promoted in the store promotion system

3.2.1.1.3 All orders in the store have been signed for or refunded successfully, and 30 days have passed since the day after the last order was completed.

3.2.1.1.4 There are no disputes in progress

3.2.1.1.5 There is no violation of the agreements signed with the platform

3.2.1.1.6 The merchant’s application to close the store does not violate the provisions of laws and regulations

3.2.1.2 Normal merchant exit process

3.2.1.2.1 Pinduoduo will review the application within 30 days after receiving it.

3.2.1.2.2 During the store withdrawal review period, if a store order is returned or refunded or other abnormal circumstances occur, the platform has the right to extend the review period by 30 days

3.2.2 Merchants withdraw from or close down their stores due to breach of contract

3.2.2.1 In addition to meeting the conditions specified in Section 1.1, the application for withdrawal must also meet the following requirements

3.2.2.1.1 Have accepted Pinduoduo’s processing in accordance with the platform agreement or platform rules

3.2.2.1.2 The store deposit has been restored to the standard/amount required by the Pinduoduo Deposit Rules

3.2.2.1.3 The dispute has been properly resolved

3.2.2.2 Merchant Breach of Contract and Store Withdrawal Process

3.2.3 Matters after store withdrawal/closure

3.2.3.1 After the approval and formal notification to the merchant, the store account balance and deposit will be settled within 10 days.

3.3 Other Notes

3.3.1 Currently, the platform does not deduct commissions, but third-party payment institutions such as WeChat, Alipay, and QQ Wallet charge a payment service fee of 0.6%

3.3.2 A store can only choose one main category. If the store has no sales, you can send an email to change it. Existing sales cannot be changed.

4. Connect with operation channels

4.1 Activity Requirements

4.1.1 New product recommendations, 9.9 special sales, and Aiguangjie do not require connection with operators, you can directly register in the background

4.1.2 Only food festivals, famous brand discounts, group bidding-free, Double 11 promotions, Black Friday foreign goods festivals, etc. need to be connected and operated

4.2 How to connect

4.2.1 Successfully participate in the homepage bidding activity and connect to the operation in one step

4.2.2 Have a Tmall store, the Tmall store rating is positive, and the total sales volume of the Pinduoduo store is greater than 1000+

4.2.3 There are other stores such as Taobao and JD.com, the store ratings are positive, the total sales of Pinduoduo stores are greater than 5,000, and the sales of hot-selling products are greater than 3,000

4.2.4 No other stores, total sales of Pinduoduo stores are greater than 10,000, and have successfully participated in an Aiguangjie event

4.2.5 System recommendation connection, pay attention to station messages, forum announcements and other messages

5 Basic store operations

5.1 Withdrawal and Deposit

5.1.1 Withdrawal Operation

5.1.1.1 Withdrawal portal: Open [Merchant Management Backstage], click [Account Funds] → [Account Withdrawal]

5.1.1.2 [Withdrawable balance] Check the withdrawable balance of the store and click "Withdraw" to withdraw cash

5.1.1.3 The single withdrawal amount is: 1,000 yuan to 500,000 yuan. Currently, only one withdrawal is supported per day.

5.1.1.4 Withdrawal application will be received within 2-4 working days

5.1.1.5 The funds that failed to be withdrawn will be returned to the "Withdrawable Balance" in the merchant management backend within 2-4 working days

5.1.2 Recharge process

5.1.2.1 Recharge Type

5.1.2.1.1 Dedicated account payment: no transaction fee, remittance arrival time 1-3 days

5.1.2.1.2 Alipay payment: Instant payment, the merchant needs to pay a transaction fee of 0.6% (recommended for expedited recharge)

5.1.2.2 The remittance amount must be the same as the top-up amount, and the remittance operation must be completed in one go. It cannot be remitted in batches.

5.2 Sub-account settings

5.2.1 Sub-account creation

5.2.1.1 [Store Management] → [Sub-account Management] → [Add Sub-account]

5.2.1.2 Setting information

5.2.2 Introduction to Permission Roles

5.2.2.1 The administrator is the highest-level role in the store except for the main account; he/she has all the permissions of this store.

5.2.2.2 Customer service is the role of the store to receive buyer information and handle buyer issues

5.2.2.3 Operations can list new products and register for store activities

5.2.2.4 Customer service administrators can set up an account to receive offline messages

5.2.3 Sub-account operations

5.2.3.1 Only administrators and master accounts can change permissions for other roles

5.2.3.2 Nicknames can be modified, but accounts and bound mobile phone numbers cannot be reused

5.2.3.3 Password and Deletion:

5.2.3.3.1 Password modification currently requires at least two password combinations, i.e. numbers and letters.

5.2.3.3.2 After deleting a sub-account, the sub-account nickname can be used again

5.2.4 Sub-account login

5.2.4.1 Sub-account login requires binding of mobile phone number, otherwise the account cannot be logged in

5.3 Order Management

5.3.1 Delivery Management

5.3.1.1 Order Query

5.3.1.1.1 Set up message push, and regularly push pending order messages to the WeChat Pinduoduo service account

5.3.1.2 Bulk Delivery

5.3.1.2.1 The express tracking number can be modified within 24 hours. First query the order, and then re-import the correct tracking number

5.3.1.2.2 Complaints about abnormal logistics

5.3.1.3 Freight template

5.3.1.3.1 Except for remote areas, free shipping is provided by default. If free shipping is not provided for non-remote areas, buyers cannot place orders.

5.3.2 On-time delivery

5.3.2.1 Delivery method

5.3.2.1.1 Single delivery: Single delivery is suitable for when there are fewer orders. There are two specific operation methods:

5.3.2.1.1.1 Management Backstage--Delivery Management--Batch Delivery--Single Import

5.3.2.1.1.2 Management Backstage--Order Inquiry--Orders to be shipped--View--Shipment

5.3.2.1.2 Bulk Delivery

5.3.2.1.2.1 Open the "Admin Backstage - Delivery Management - Batch Delivery" page

5.3.2.1.2.2 Download the delivery template, keep the first two lines, and fill in the order number, courier company, and courier number from the third line as required

5.3.2.1.2.3 Click [Select File] to import the delivery template you just filled in

5.3.2.1.3 To ship software for ordering, go to "Management Backstage - Service Market - Third-Party Cooperation Software"

5.3.2.2 Shipping Rules

5.3.2.2.1 Delayed delivery: If the order number is not uploaded within the delivery time, it will be automatically marked as delayed delivery.

5.3.2.2.2 False shipment

5.3.2.2.2.1 No pickup information within 24 hours after uploading the order number

5.3.2.2.2.2 Logistics information is not updated after 24 hours of collection

5.3.2.2.2.3 The logistics track does not match the buyer’s actual delivery address

5.3.2.3 Shipping Tips

5.3.2.3.1 Avoid false shipments caused by uploading the courier number too early and the logistics cannot be updated in time

5.3.2.3.2 Check the order information carefully to avoid selecting the wrong courier or uploading the wrong order number

5.3.2.3.3 Review the delivery orders every day to avoid problems caused by the web page not being refreshed or staff being careless

5.4 Backstage Sample Delivery

5.4.1 Register the "Merchant Sample Registration Form" in the backend.

5.4.2 Fill in the “Sample Mailing Information Sheet” (referred to as “Sample Mailing Sheet”)

5.4.3 Fill out the “Express Delivery Note” correctly

5.4.4 The “Sample Mailing Information Sheet (Sample Mailing Sheet)” is mailed together with the samples

6 Operation and promotion

6.1 Hot-selling process

6.1.1 New product → New product activity/CPC competition → Accumulate basic sales → Increase exposure → Increase sales → Platform activity → Hot sale

6.2 Pre-sale Rules

6.2.1 Pre-sale model

6.2.2 Pre-sale product management

6.2.2.1 For non-promotional products, the pre-sale period shall not exceed 7 days.

6.2.2.2 The pre-sale time is the promised delivery time of the pre-sale product. It is recommended to modify the pre-sale product to a non-pre-sale product 2 days before the pre-sale time expires, or postpone the pre-sale time.

6.3 Basic Operations

6.3.1 How to publish products

6.3.1.1 Product Release Operation Guide

6.3.1.1.1 Create a product

6.3.1.1.1.1 Product publishing portal: Find Product Management in the left navigation bar, click "Publish New Product", and then click "Create Product"

6.3.1.1.2 Fill in relevant information

6.3.1.1.2.1 Product Classification

6.3.1.1.2.2 Product Type (General Product)

6.3.1.1.2.3 Pre-sale (No)

6.3.1.1.2.4 Delivery time (48 hours)

6.3.1.1.2.5 No reason within seven days (yes)

6.3.1.1.3 Fill in product details

6.3.1.1.3.1 Product Title

6.3.1.1.3.1.1 The first 24 characters are important. Punctuation marks and Chinese characters are counted as one character.

6.3.1.1.3.1.2 It must only consist of product description and specifications, and cannot include information such as price and import source.

6.3.1.1.3.1.3 Brand words cannot appear in the title of counterfeit products

6.3.1.1.3.1.4 It is not allowed to add irrelevant punctuation marks. If necessary, it is recommended to use [ ]

6.3.1.1.3.1.5 For products sold in specialty stores and flagship stores, the corresponding brand must be indicated in the title

6.3.1.1.3.1.6 Marketing-sensitive words such as brand clearance, bargain price, loss-making sale, special offer, flash sale, clearance, first, best, etc. should not appear in the title.

6.3.1.1.3.2 The market price of the product is higher than the maximum purchase price in the product specification

6.3.1.1.3.3 Shipping template: Products on the Pinduoduo platform are mainly free shipping. Only Gansu, Hainan, Inner Mongolia, Ningxia, Qinghai, Tibet and Xinjiang can set shipping fees.

6.3.1.1.3.4 Product Description

6.3.1.1.3.4.1 You may not publish only offline store introductions, mood stories, or non-product information such as appreciation only or not for sale.

6.3.1.1.3.4.2 Do not publish offline purchase information such as group purchases or wholesale

6.3.1.1.3.4.3 You may not publish irrelevant information such as the name of an external website, personal WeChat ID, personal mobile phone number, etc.

6.3.1.1.3.4.4 Marketing sensitive words should not appear in product descriptions: for example, brand clearance, bargain price, loss-making sale, special offer, flash sale, clearance, first, best, etc.

6.3.1.1.4 Upload product images

6.3.1.1.4.1 Main image

6.3.1.1.4.1.1 Display only on the home page

6.3.1.1.4.1.2 Size 750x352px, size within 100k

6.3.1.1.4.1.3 The image must have a pure white background, the product must be displayed in the center, and no text or logo can be added

6.3.1.1.4.2 Slideshow

6.3.1.1.4.2.1 The slideshow must be square, with a width and height of no less than 480px and a size of less than 1M

6.3.1.1.4.2.2 The number is limited to 10, and more than 3 is recommended

6.3.1.1.4.2.3 The main slideshow must have a pure white background (except for clothing)

6.3.1.1.4.2.4 No text or logo can be added to the main slideshow

6.3.1.1.4.3 Product details image

6.3.1.1.4.3.1 Width is between 480 and 1200px, height is between 0 and 1500px, size is within 1M②The number is limited to 20, more than 3 is recommended

6.3.1.1.5 Fill in product specifications and inventory, and upload SKU preview image

6.3.1.1.6 Group Information

6.3.1.1.6.1 Number of people for group purchase: 2-3 people are recommended, 2 people are the default

6.3.1.1.6.2 Single limit: The single purchase limit for each account, the default is 999999

6.3.1.1.6.3 Purchase limit: The maximum number of purchases per account, the default is 999999

6.3.1.1.7 Product Preview and Submission

6.3.1.1.8 Product Modification

6.3.1.1.9 Product information violations

6.3.1.2 Review and modification of rejected products

6.3.1.2.1 Check the products to be reviewed

6.3.1.2.2 Rejected Product View

6.3.1.2.2.1 Rejected: In the navigation bar [Product Management] → [Publish New Product] page, click [Rejected] at the top

6.3.1.2.2.2 Approved: In the navigation bar [Product Management] → [Publish New Product] page, click [Approved] at the top.

6.3.1.2.3 Rejection of Product Modification

6.3.1.2.3.1 On the [Rejected] page, click [Edit] on the right side of the product to view the rejection opinion.

6.3.1.2.4 Products approved for review

6.3.1.2.4.1 It will appear on the [Online Products] → [On Sale] page

6.3.1.2.4.2 Except for modifying inventory and delisting, other information will enter the review process again after modification and submission

6.3.1.2.5 Sold out and removed from shelves

6.3.1.3 Management regulations for adult products

6.3.1.3.1 Image requirements

6.3.1.3.1.1 Interesting lingerie pictures can be published if they meet any of the following conditions:

6.3.1.3.1.1.1 Only use physical goods for display;

6.3.1.3.1.1.2 Use of mannequins for demonstration;

6.3.1.3.1.1.3 When using real models for display, there is no direct exposure or description of human sexual parts, and no performance or implicit performance of sexual behavior; or the use of designated materials to completely cover sensitive parts

6.3.1.3.1.2 If any of the following conditions are met, the pictures of interesting underwear cannot be published

6.3.1.3.1.2.1 Sexy lingerie images that directly or implicitly show private parts of the human body

6.3.1.3.1.2.2 Any underwear images that directly show the buttocks will be deleted

6.3.1.3.1.2.3 C-shaped panty images showing real people, regardless of whether they are completely covered by designated materials, will be deleted

6.3.1.3.1.2.4 Sexy lingerie pictures showing the female lower body from the front (front or buttocks), such as sticking out the buttocks, lying on the crotch, and other vulgar poses, will be deleted.

6.3.1.3.2 Violation handling

6.3.1.3.2.1 Depending on the severity of the violation, we will take measures including but not limited to removing the products from shelves, prohibiting their listing, removing inventory, removing advertisements, de-ranking in search results, blocking searches, etc. against the products that violate the regulations. We also have the right to take measures against the stores including but not limited to removing all products from shelves, removing inventory, removing advertisements, prohibiting new products, prohibiting listing, etc.

6.3.1.3.2.2 Cause damage to the platform and/or any third party, including but not limited to rescinding the agreement, terminating the service, requiring the merchant to compensate for losses, and pursuing other breach of contract and/or infringement liability of the merchant

6.3.2 How to process refunds

6.3.2.1 24-hour automatic refund for uncompleted group

6.3.2.2 If the group order is not shipped, the consumer can contact the platform customer service to apply for a refund

6.3.2.3 For group shipments, consumers can simply find the corresponding order and apply for a refund.

6.3.3 How to communicate quickly with buyers

6.3.3.1 Downloadable mobile app

6.3.4 How to increase the rate of customer group formation

6.3.4.1 Human manipulation, phishing/order-sharing

6.3.4.2 App sharing link, WeChat Mall sharing link

6.3.4.3 Merchants share real information and use coupons to induce orders

6.3.4.4 Details to guide buyers to join the group, and group buyers will be given priority in shipment

6.4 Store Layout

6.4.1 Product Selection Layout

6.4.1.1 Category relevance

6.4.1.1.1 Product unification to meet the needs of Pinduoduo’s mainstream consumer groups

6.4.1.2 Same price

6.4.1.2.1 Product price gradient should not be too large, out of the purchasing power of the target customer group

6.4.1.3 Product relevance

6.4.1.3.1 Related collocation, such as jeans with a belt

6.4.1.4 Product Pricing

6.4.1.4.1 Refer to the prices of popular products on Taobao and Pinduoduo, and combine them with the actual profit of your own products

6.4.1.5 Product Specifications and SKU Layout

6.4.1.5.1 Set promotional information within SKU to improve conversion

6.4.2 Store Recommendation Position Settings

6.4.2.1 Pinduoduo Merchant Backstage - Store Decoration - Store Homepage Decoration

6.4.3 Product recommendation position setting

6.4.3.1 Pinduoduo Merchant Backstage - Product Management - Store Recommendation Position Settings

6.5 How to choose a model

6.5.1 External factors (market demand)

6.5.1.1 Taobao, JD.com and other platforms have hot products, but Pinduoduo has not yet

6.5.1.2 Seasonal products, such as summer parasols and winter hand warmers

6.5.2 Internal factors (own advantages)

6.5.2.1 Source of goods, price, style, industry experience, suitable for merchants with factory support

6.6 How to break zero

6.6.1 Breaking Zero Techniques

6.6.1.1 Give customers benefits and win with quality

6.6.1.2 Using external platforms such as WeChat, QQ, Weibo, etc.

6.6.1.3 Make good use of Pinduoduo’s event resources, such as new product recommendation events

6.6.2 Notes

6.6.2.1 Keep your account clean and do not use random numbers

6.6.2.2 Do not use any platform coupons to cash out

6.6.2.3 If the express logistics information is consistent with the delivery address, an empty package can be used

6.7 How to test the model

6.7.1 New Product Recommendation Activities

6.7.1.1 The activity has no requirements for store or product reviews or sales, but it is recommended to first do basic sales and basic reviews before registering for the activity

6.7.2 Direct Train Testing

6.7.3 Testing of old customers

6.8 Search Optimization

6.8.1 Sorting Rules

6.8.1.1 Product sorting method

6.8.1.1.1 Comprehensive ranking

6.8.1.1.2 Sales Ranking

6.8.1.1.3 Price from low to high

6.8.1.1.4 Rating Ranking

6.8.1.1.5 Price from high to low

6.8.1.2 Sorting Indicators

6.8.1.2.1 Relevance (Title Optimization)

6.8.1.2.2 Sales

6.8.1.2.3 Scoring

6.8.1.2.4 Price

6.8.1.2.5 Click-through rate

6.8.1.2.6 Conversion rate

6.8.1.2.7 Others

6.8.2 Title word selection

6.8.2.1 Search terms

6.8.2.1.1 Search drop-down box keywords

6.8.2.1.2 Refer to Taobao hot search keywords (Business Advisor, Taobao hot search rankings)

6.8.2.1.3 Software assistance (data such as keyword search popularity and number of online products can be checked)

6.8.2.2 Marketing Words

6.8.2.2.1 Loss-making, clearance sale, special price, factory direct sales, immediate price increase, induce buyers to click

6.8.3 Combination

6.8.3.1 Do not repeat keywords, and do not abuse sensitive words or brand words

6.8.3.2 The first 24 characters of the title are displayed directly on the search results page, with key words placed at the front

6.8.4 Improving click-through rate

6.8.4.1 How to add promotional information to the main image without being checked

6.8.4.1.1 Overlay a solid color layer on the main image with promotional information

6.8.4.1.2 Set the opacity of the solid color layer to 0%

6.9 Sales Optimization

6.9.1 Low-cost method

6.9.1.1 Find friends

6.9.1.2 Prepare your own trumpet

6.9.1.3 Software assistance

6.9.1.4 Guilds, hosts, and studios

6.9.2 Logistics Order Number

6.9.2.1 Using the express delivery numbers on Taobao and JD.com

6.9.2.2 Your own real post

6.9.2.3 Empty Package Number

6.9.2.4 Cooperate with couriers and use the same-day delivery order number

6.9.3 Tips

6.9.3.1 Group fishing/joining a group to make up for the order

6.10 Paid Promotion

6.10.1 Basics

6.10.1.1 What is

6.10.1.1.1 It is just a traffic-generating tool, responsible only for attracting traffic to your products and stores

6.10.1.2 Purpose

6.10.1.2.1 Testing the models and images, creating ROI, and creating hot products

6.10.1.3 Display Location

6.10.1.3.1 There are two types of displays: scene display (category display) and search display

6.10.1.3.2 Position sorting: 1+(6*N), no special mark at present

6.10.1.3.3 Category display is different for different users, but search display is not

6.10.1.4 Through Train Fee Deduction

6.10.1.4.1 Ranking rules: Promotion ranking = product quality score * advertising bid

6.10.1.4.2 Product quality score: sales volume, click-through rate, conversion rate, transaction amount

6.10.1.4.3 Category deduction: Single deduction = Bid

6.10.1.4.4 Search deduction: Single deduction = keyword bid (If the same buyer clicks multiple times within 30 minutes, only one deduction will be made)

6.10.2 Search Promotion

6.10.2.1 New plan

6.10.2.1.1 The maximum number of plans is 50

6.10.2.1.2 Plan information: plan name, consumption limit

6.10.2.1.3 Adding products: The maximum number of products in the plan is 20

6.10.2.1.4 Add keywords and bid: The system recommends 50 keywords, you can add keywords yourself, the total keyword limit is 60, the default bid is 1 yuan

6.10.2.2 Keyword Bidding

6.10.2.2.1 High Bids and Later Ranking Tests and Price Reductions

6.10.2.2.2 Low Bids and Later Tests for Ranking and Price Increase

6.10.2.3 Car images/click rate

6.10.2.3.1 If there is no creative image, only the first image of the carousel can be displayed

6.10.2.3.2 You can imitate the main image of Pinduoduo's hot products. Taobao's hot products are only for reference. After all, the environment is different.

6.10.2.3.3 Mainly start from consumer demand, and dig out pain points from peer reviews and turn them into selling points

6.10.2.4 ROI

6.10.2.4.1 ROI = conversion rate * average order value / CPC

6.10.2.4.2 Improving ROI

6.10.2.4.2.1 Delete words with low or zero ROI and add more effective words

6.10.2.4.2.2 Adjust keyword bids in real time based on industry and time period visitors (not recommended)

6.10.2.5 Techniques to improve conversion rate

6.10.2.5.1 Direct traffic = impression volume x click rate

6.10.2.5.1.1 Factors affecting exposure: keywords, number of high-quality keywords, and ranking

6.10.2.5.1.2 Factors affecting click-through rate: attractiveness of image, price, basic sales volume, whether promotion is in progress

6.10.2.5.2 UV conversion rate (click conversion rate)

6.10.2.5.2.1 Page design: professional, exquisite, and stylized

6.10.2.5.2.2 Product display: matching, details, selling points, description

6.10.2.5.2.3 Product Display: Related Recommendations

6.10.2.5.2.4 Promotional activities: discounts, discounts, free shipping

6.10.2.5.2.5 Products and brands: quality, price, brand

6.10.2.5.3 UV conversion rate (inquiry conversion rate)

6.10.2.5.3.1 Response speed

6.10.2.5.3.2 Service attitude

6.10.2.5.3.3 Respond to every customer's question professionally and conscientiously

6.10.2.5.3.4 Recommendations based on guest conditions

6.10.2.5.3.5 Inform customers of the store’s current promotions

6.10.3 Scenario Promotion

6.10.3.1 Placement

6.10.3.1.1 Home category page or search category page, 1+6N

6.10.3.2 New plan

6.10.3.2.1 Plan information: plan name, consumption limit

6.10.3.2.2 Adding products: Listing status, sales volume not less than 500 (if less than 500, it will not be displayed in the category and will receive less traffic)

6.10.3.2.3 Bids: Bids are made for different customers (ordinary users, users who have browsed or purchased, and users who browsed or purchased similar products). Other bids must be at least 10% higher than ordinary user bids.

6.10.4 Notes

6.10.4.1 Don’t park your account randomly, as it will affect your entire account

6.10.4.2 Delete useless keywords! Even hot words

6.10.4.3 Deletion plan for products that are not recommended

6.10.4.4 After the plan reaches the daily limit: increase the daily limit and reduce cpc

6.10.5 Question Collection

6.10.5.1 Can I drive in different time periods?

6.10.5.1.1 The system does not support this feature yet. You can adjust it manually (not recommended).

6.10.5.2 Does CPC bidding show different views to different users?

6.10.5.2.1 Only scene display is different for different people, but search display is not

6.10.5.3 Does driving increase organic traffic?

6.10.5.3.1 will increase the weight and bring natural traffic

6.10.5.4 What is the impact of the through train on the ranking of natural words?

6.10.5.4.1 Indirect effect: helping to accumulate weights such as sales, popularity, and transaction amount

6.10.5.5 Is natural search good for driving?

6.10.5.5.1 Suitable, can quickly increase output

6.10.5.6 What is the maximum number of products that can be promoted?

6.10.5.6.1 There is no upper limit on the number of plans, and each plan contains a maximum of 20 products.

6.10.5.7 Will modifying product attributes affect rankings?

6.10.5.7.1 No

6.10.5.8 The product bid is high but not displayed, how to optimize

6.10.5.8.1 Increase sales, optimize click-through rate (main image), conversion rate (details, reviews), etc.

6.10.5.9 What causes poor conversion?

6.10.5.9.1 Look at the industry and compare with peers

6.10.5.9.2 Look at the natural conversion rate of your own products. The difference in natural conversion rate depends on the selling price, product reviews, etc.

6.10.5.9.3 If there is no problem with the price, reviews, and sales volume, it is recommended to change the model

6.11 Store Activities

6.11.1 New Product Recommendations

6.11.1.1 Registration Portal

6.11.1.1.1 Backstage - Store Marketing - Marketing Activities - New Product Recommendations, the only activity entry on the entire platform that does not have sales requirements

6.11.1.2 Qualification requirements

6.11.1.2.1 Store requirements

6.11.1.2.1.1 Stores are no longer penalized

6.11.1.2.1.2 Customer service response rate: the one-hour response rate for three consecutive days is higher than the platform requirement

6.11.1.2.1.3 The store’s DSR meets the standard and the score in the past 90 days is higher than the industry average

6.11.1.2.1.4 Each store can only register one product per day (based on product ID)

6.11.1.2.1.5 Beauty and personal care products are only available to merchants with docking operations

6.11.1.2.2 Product requirements

6.11.1.2.2.1 Standard and beautiful pictures

6.11.1.2.2.2 Taobao or Tmall has the same link

6.11.1.2.2.3 Prices are lower than those of the top 30 sellers on Pinduoduo and Taobao

6.11.1.2.2.4 The registered product model does not overlap with existing popular products on the Pinduoduo platform

6.11.1.2.2.5 The remaining shelf life of food products must be greater than 1/3 of the shelf life

6.11.1.2.2.6 Seasonal or distinctive products are given priority

6.11.1.2.2.7 The registered product cannot be in pre-sale status

6.11.1.3 Review process and launch time

6.11.1.3.1 Review process: The system will automatically review the submissions in the order of their submission time.

6.11.1.3.2 Review time: The review period is generally 1-3 working days.

6.11.1.3.3 Online time: After approval, it will be updated in batches according to system rules and can be viewed in the registration record

6.11.1.3.4 Display method: Click on the new product section at the bottom of the homepage

6.11.1.3.5 Review results: can be viewed in Store Marketing → Event Registration → New Product Recommendation → Registration Record or Store Marketing → Event Registration → My Registered Events

6.11.1.3.6 Elimination method: Partial exposure -> Normal exposure, initial screening based on click-through rate and conversion rate. The better the performance, the longer it stays on the new list.

6.11.1.4 Key points for assessment at each stage

6.11.1.4.1 Activity process: system review → partial exposure → manual review → full exposure

6.11.1.4.2 System Review: Highly Similar Links + Prices

6.11.1.4.3 Testing Phase: Click-through Rate, Conversion Rate, and Output Sales

6.11.1.4.4 Manual review: title standardization, image description

6.11.1.4.5 Full exposure: pay attention to ratings and sell-out rates

6.11.1.4.6 Post-production planning: product registration enthusiasm, pass rate, scoring, and output

6.11.1.5 Reasons for elimination

6.11.1.5.1 System audit phase

6.11.1.5.1.1 The submitted product is similar or duplicate to an existing hot-selling product, such as a hot-selling product on the homepage, iShopping, 9.9, etc.

6.11.1.5.1.2 The sales volume of the same product on Taobao does not meet the requirements. Try to choose a link with high sales volume

6.11.1.5.1.3 The price of the product being reported is higher than the best-selling products of the same type on similar websites, and the price must be lower than the top 30 best-selling products of the same type on Taobao/Tmall

6.11.1.5.1.4 Links to the same item are illegal/do not comply with regulations. They must be links from Tmall or Taobao and must be PC-based links.

6.11.1.5.1.5 The product description submitted lacks necessary category-related information. The product details must be relevant to the product itself.

6.11.1.5.1.6 The title contains sensitive words, or is suspected of misleading, exaggerating, or making false claims.

6.11.1.5.1.7 The product has a small audience

6.11.1.5.1.8 Insufficient inventory, ensure that the product inventory meets the basic GMV requirements (product unit price * inventory > 5,000 yuan)

6.11.1.5.1.9 Product categories do not meet the requirements of the new list. This is more likely to happen with adult products.

6.11.1.5.1.10 The same product has expired or does not exist, and the link provided shows that it has expired or has been removed from the shelves

6.11.1.5.1.11 Product images are distorted, blurred, contain URL links, etc.

6.11.1.5.1.12 Specifications are unclear. For clothing products, product size charts need to be provided, and for gold and jewelry, weights need to be indicated, etc.

6.11.1.5.1.13 Online product inventory > actual delivery capacity

6.11.1.5.1.14 This category does not allow for registration of price ranges

6.11.1.5.2 Partial exposure test phase

6.11.1.5.2.1 Click-through rate, conversion rate, and output do not meet requirements

6.11.1.5.3 Manual review stage

6.11.1.5.3.1 Violations of the title, image, fake orders, etc. (Cumulative rejection 2 times, no registration within 30 days)

6.11.1.5.3.2 After entering the full exposure, the score drops (if it drops for 2 times in total and fails to meet the standard, you will not be able to register for 30 days)

6.11.1.5.3.3 For clothing and footwear (including children’s clothing and shoes), products cannot have price ranges, otherwise they will be rejected manually.

6.11.1.6 Improving the activity pass rate

6.11.1.6.1 Product selection: It is recommended to compare the sales of similar products on Taobao and try more popular products on Taobao that are not available on Pinduoduo.

6.11.1.6.2 Price: The lowest price on all platforms including Taobao, JD.com, Juhuasuan, Juanpi.com, and Zhe800.

6.11.1.6.3 Product itself: On the basis of meeting the product qualification requirements, optimize the product image and product details to increase the click-through rate of the product

6.11.1.6.4 Title: Taiwan strictly prohibits the occurrence of behaviors such as inducing buyers, false propaganda, and malicious exaggeration

6.11.1.6.5 Self-promotion: Obtaining real transactions helps improve search rankings on the Pinduoduo platform

6.11.1.6.6 Links to the same product: Sales volume standards are dynamically changing. Merchants should try to provide the same product with higher sales volume.

6.11.1.7 Frequently Asked Questions

6.11.1.7.1 Why can't I see my product in the new product recommendations?

6.11.1.7.1.1 During the testing phase, only some buyers can see

6.11.1.7.1.2 Full exposure also has personalized factors in it, which may not be seen

6.11.1.7.2 Why is there no sales after staying for several hours?

6.11.1.7.2.1 Poor design, high price, ugly pictures, etc.

6.11.1.7.3 Does a longer stay time mean more traffic?

6.11.1.7.3.1 The length of stay does not represent the amount of traffic obtained

6.11.1.8 Other things to know

6.11.1.8.1 If the store is rejected twice by the operator within 30 days, the store will not be able to register within 30 days.

6.11.1.8.2 If the score drops and the applicant fails to meet the requirements for two consecutive times, the applicant will be eliminated by the system and will not be able to register within 30 days.

6.11.1.8.3 If a product that has been registered for new product recommendation is eliminated at any stage, it will be re-registered 7 days later.

6.11.1.8.4 New products will be eliminated based on sales performance

6.11.1.8.5 After the event, any changes to product information other than adding inventory will require review. You can apply to remove the product from the shelves when you exit the event.

6.11.1.8.6 Penalty for not being able to participate in activities normally after passing the review

6.11.1.8.6.1 The merchant takes the initiative to stop the loss, deducts 1,000 yuan of liquidated damages, and is prohibited from participating in any activities on the platform within 30 days

6.11.1.8.6.2 If you fail to proactively stop losses, in addition to paying a penalty of RMB 1,000, you will be banned from participating in any activities on the platform for 60 days. Other violations will be handled as usual.

6.11.2 9.9 Special Sale

6.11.2.1 Qualification requirements

6.11.2.1.1 Merchant Qualifications

6.11.2.1.1.1 The store must not be in the penalty period

6.11.2.1.1.2 The store’s customer service response rate meets the standards set by the platform’s “Merchant Customer Service Response Rules”

6.11.2.1.1.3 The store’s rating in the past 90 days must be higher than the industry average

6.11.2.1.1.4 Beauty and personal care products are only available to merchants with docking operations

6.11.2.1.2 Product requirements

6.11.2.1.2.1 The online sales price of the registered product must be less than or equal to RMB 29.9 (if there is a price range, the highest price in the range will be taken)

6.11.2.1.2.2 The rating of the product in the last 30 days must be higher than the industry average

6.11.2.1.2.3 The total number of group orders for registered products is greater than or equal to 30

6.11.2.1.2.4 The online inventory of the registered product is greater than or equal to 3,000 pieces

6.11.2.1.2.5 The registered product must have a link to the same item on Taobao

6.11.2.1.2.6 The price of the registered product must be guaranteed to be the lowest price on the entire network (the lowest price on the entire network refers to: Taobao, JD.com, etc., the lowest price on all platforms)

6.11.2.1.2.7 The registered product cannot be in pre-sale status

6.11.2.1.2.8 The product images must be clear and beautiful, and the title and details page must not violate the Advertising Law

6.11.2.1.2.9 If a merchant's application is rejected, they are not allowed to apply again for the same product (based on the product ID) within 7 days from the date of rejection.

6.11.2.1.2.10 After going online, those who are eliminated from the activity resource position due to the last elimination system

6.11.2.2 Basic understanding

6.11.2.2.1 Pinduoduo’s super low-priced hot-selling products display position, all prices are lower than 29.9, all categories are open to registration

6.11.2.2.2 No need to connect with the operator, you can register as long as the store has more than 400 reviews in the past 90 days

6.11.2.2.3 The traffic of 9.9 special sale is second only to the flash sale

6.11.2.3 Key points for assessment at each stage

6.11.2.3.1 Process: System review stage - Partial exposure stage - Manual review stage - Full exposure stage

6.11.2.3.2 System audit: Taobao link similarity, lowest price on the entire network, price, inventory

6.11.2.3.3 Testing phase: click-through rate, conversion rate, output sales. During the testing phase, the traffic obtained by each merchant is similar, but the launch time of the activity is different.

6.11.2.3.4 Manual review: title standardization, image description, especially for multi-SKU products (such as adding "multiple colors available" in the title)

6.11.2.3.5 Full exposure: pay attention to ratings and sell-out rates

6.11.2.4 Reasons for elimination

6.11.2.4.1 System audit phase

6.11.2.4.1.1 Taobao links for the same item do not meet the standards and requirements for new product activity registration

6.11.2.4.1.2 The sales volume of the same product on Taobao does not meet the activity requirements

6.11.2.4.1.3 The price of the reported product is higher than the same popular product on similar websites

6.11.2.4.1.4 The product category does not meet the requirements of the 9.9 event. Only some secondary categories of adult products are restricted from registration.

6.11.2.4.1.5 Online product inventory > actual delivery capacity

6.11.2.4.2 Partial exposure test phase

6.11.2.4.2.1 Click-through rate, conversion rate, and output do not meet requirements

6.11.2.4.3 Manual review stage

6.11.2.4.3.1 There is already a similar product, with a low overall score

6.11.2.4.3.2 The price of the product is relatively high, higher than the same popular products on similar websites

6.11.2.4.3.3 Specifications and quantities in the title do not match actual sales

6.11.2.4.3.4 Product description does not match actual sales

6.11.2.4.3.5 The main image of the product does not meet the standards, contains false information, is offensive, or contains false or exaggerated information, etc.

6.11.2.4.3.6 Shoes and clothing products cannot have price ranges

6.11.2.4.3.7 Fake orders/fake ratings

6.11.2.4.3.8 Bidding Replacement

6.11.2.5 Frequently Asked Questions

6.11.2.5.1 The product itself has many reviews, but why are there so few valid reviews?

6.11.2.5.1.1 System judgment, elimination of abnormal reviews such as fake orders

6.11.3 Limited Time Flash Sales

6.11.3.1 Registration Process

6.11.3.1.1 1. The activities that can be registered for participation must meet the store and product qualification requirements

6.11.3.1.2 2. Some merchants adjust the event registration content (price, inventory), and send the samples to Pinduoduo within 5 days (subject to signature, it is recommended to send by SF Express)

6.11.3.1.3 3. List of shortlisted activities, to be scheduled

6.11.3.1.4 4. Confirm the date of participation in the event

6.11.3.1.5 5. After the schedule is confirmed, inform the merchant of the specific time when the flash sale will start on the event day

6.11.3.1.6 6. Flash sale preheating: display the product in the corresponding event position within 72 hours before the event starts, and automatically switch to the flash sale price

6.11.3.1.7 7. Flash sale starts

6.11.3.1.8 8. After the flash sale ends, you need to restore the price of the product to the pre-sale price.

6.11.3.2 Reasons for failure of review

6.11.3.2.1 The price is higher than the market price (refer to Taobao, JD.com, etc.)

6.11.3.2.2 The same product already exists, but at a lower price

6.11.3.2.3 Out of season

6.11.3.2.4 Non-popular products

6.11.3.2.5 Historical activities have poor results

6.11.4 Love shopping

6.11.4.1 Key points for assessment at each stage

6.11.4.1.1 Process: System review stage - Partial exposure stage - Manual review stage - Full exposure stage

6.11.4.1.2 System audit: Taobao link similarity, lowest price on the entire network, price, inventory

6.11.4.1.3 Testing Phase: Click-through Rate, Conversion Rate, and Output Sales

6.11.4.1.4 Manual review: title standardization, image description, especially for multi-SKU products (such as adding "multiple colors available" in the title)

6.11.4.1.5 Full exposure: pay attention to ratings and sell-out rates

6.11.4.1.6 If the average daily GMV of the 9.9 Special Sale and Love Shopping Events reaches the requirements, there is a chance to be promoted to the homepage

6.11.4.2 Reasons for elimination

6.11.4.2.1 System audit phase

6.11.4.2.1.1 Not the lowest price on the entire network

6.11.4.2.1.2 Taobao link abnormality

6.11.4.2.1.3 Online product inventory > actual delivery capacity

6.11.4.2.2 Partial exposure test phase

6.11.4.2.2.1 Click-through rate, conversion rate, and output do not meet requirements

6.11.4.2.3 Manual review stage

6.11.4.2.3.1 The reported product is duplicate or similar to an existing product on iShopping

6.11.4.2.3.2 The price of the product is relatively high, higher than the same popular products on similar websites

6.11.4.2.3.3 Product images are distorted, blurred, or contain website links or watermarks

6.11.4.2.3.4 The product description lacks necessary category information, such as food without ingredient list, production date, shelf life, clothing without size chart

6.11.4.2.3.5 The product title contains sensitive words

6.11.4.2.3.6 Abnormal product status (pre-sale/removal)

6.11.5 Bidding System User Manual

6.11.5.1 Registration qualification requirements

6.11.5.1.1 Store Qualifications

6.11.5.1.1.1 The store deposit must be greater than or equal to 1,000 yuan

6.11.5.1.1.2 The store is not currently under penalty of the store

6.11.5.1.1.3 The store's ratings reached the standard in the past 30 days

6.11.5.1.2 Product Qualifications

6.11.5.1.2.1 The historical transaction volume of products reported in tweets, homepage, overseas shopping, and love shopping bidding activities must be greater than 5,000 yuan.

6.11.5.1.3 Role operation permissions

6.11.5.1.3.1 Only the store’s main account, administrator account, and operation account can view and participate in the bidding activities

6.11.5.2 Basic bidding process

6.11.5.2.1 View Activity

6.11.5.2.1.1 Entrance path, click <Shop Marketing>—<Bidding Event>

6.11.5.2.1.2 Bidding activity homepage, click on the activity module to view the bidding activity of the corresponding module

6.11.5.2.1.3 Bidding activity list

6.11.5.2.2 Event registration

6.11.5.2.2.1 Only merchants that meet the store qualification requirements are eligible for registration

6.11.5.2.2.2 Please check the bidding instructions before registering to understand the rules of bidding activities

6.11.5.2.2.3 You can register to participate in the bidding of products under your own business category according to your respective business categories.

6.11.5.2.3 Promotion bidding

6.11.5.2.3.1 The goods submitted for bidding must be the same as the reference goods provided by the operation.

6.11.5.2.3.2 The inventory of goods activity reported by the merchant must be greater than the minimum inventory requirement

6.11.5.2.3.3 Bidding range: Each bidding for the product is a downward bidding, and the bidding range can be determined by the lowest bidding range and the highest bidding range.

6.11.5.2.3.4 Quotation again: When quoting again, other merchants must follow the price before they can continue to bid, and they cannot bid continuously. Multiple bids, quotations and activity inventory can be re-edited

6.11.5.2.4 View bidding results: winning, not winning, missed, not participating

6.11.6 Home page bidding

6.11.6.1 Rule Description

6.11.6.1.1 The time is generally from 19:00 on Monday to 11:00 on Tuesday, and from 19:00 on Thursday to 11:00 on Friday

6.11.6.1.2 Bidding may be made multiple times during the bidding process, but the bidding information except price and inventory shall not be modified.

6.11.6.1.3 It must pass the sample review. If the product SKU is different, the bidding merchant must send the full sample.

6.11.6.1.4 Only bidding for the same product is accepted. The brand, appearance, material, specifications, etc. of the bidding product must be basically the same as the reference product.

6.11.6.1.5 The bidding results will be determined by multiple factors such as merchant qualifications, price, product quality, whether to pre-sale, historical sales, product evaluation, brand influence, etc.

6.11.6.1.6 Whether there are or not, merchants can participate in bidding through the backend bidding system.

6.11.6.1.7 Products that show "winning bids" must be contacted by docking operations and confirmed the actual inventory, delivery capacity and other factors before they can be replaced. Merchants who have not connected, please wait patiently for operation contact.

6.11.6.2 Registration qualification requirements

6.11.6.2.1 Store requirements

6.11.6.2.1.1 The activity requires the activity deposit to be ≥5,000 yuan. After 15 days of recharge, you can fully self-service thaw to the withdrawable balance.

6.11.6.2.1.2 The store deposit must be ≥1,000 yuan

6.11.6.2.1.3 The merchant is not punished during the event

6.11.6.2.1.4 The store refund rate must not exceed 10%

6.11.6.2.1.5 The store intervention rate must not exceed 3%.

6.11.6.2.1.6 Store description matching score, logistics service score, quality score in the past 90 days

6.11.6.2.2 Product requirements

6.11.6.2.2.1 The GMV (historical transaction volume) of the reported product must be greater than 5,000 yuan

6.11.6.2.2.2 The product description matches the ratings in the past 30 days

6.11.6.3 Matters

6.11.6.3.1 Send samples in advance-wait for bidding

6.11.6.3.2 Sample sending: Product list - Sample sending products - Initiate the application for sending samples

6.11.6.3.3 Bidding: Find the same product with the sample sent in the bidding event, click bidding, and fill in the quotation

6.11.6.4 Reasons for failure to pass the review

6.11.6.4.1 The same model that is not bid for, similar models cannot be used, the brand and item number must be the same

6.11.6.4.2 Samples are not in stock

6.11.6.4.3 It is better not to bid for the same product after the comparison

6.11.6.4.4 The same as the competitor's product samples and the same bidding, compare the basic sales, ratings, and evaluations, and select the best

6.11.6.4.5 Bidding products are punished and removed from the shelves, inadequate inventory, etc.

6.11.7 9.9 Special Sale Bidding

6.11.7.1 Rule Description

6.11.7.1.1 The bidding time is adjusted to 19:00 every Tuesday to 11:00 on Wednesday (postponed during holidays)

6.11.7.1.2 The store deposit should be greater than or equal to 1,000 yuan

6.11.7.1.3 Bidding can be made multiple times, but the bidding information except price and inventory shall not be modified.

6.11.7.1.4 Only bidding for the same product is accepted. The brand, appearance, material, specifications, etc. of the bidding product must be basically the same as the reference product.

6.11.7.1.5 Merchants who bid maliciously for non-same products will be warned for the first time; if the cumulative number reaches two times, the store will be upgraded to a first-level restriction, and so on

6.11.7.1.6 The bidding results (including reasons for not winning the bid, products that need to be sent, products that have won the bid, etc.) will be announced uniformly in the bidding background and will no longer be notified separately.

6.11.7.1.7 The winning product for bidding is not necessarily the lowest price. The bidding result will be determined by multiple factors such as merchant qualifications, price, product quality, whether to pre-sale, historical sales, product evaluation, brand influence, etc.

6.11.7.1.8 Bidding results announcement time: 21:00 every Wednesday and replace merchants whose bids were successfully bid

6.11.8 “Limited time flash sale”/“Brand clearance”/“Famous product discount”

6.11.8.1 “Limited Time Flash Sale” Activity Rules

6.11.8.1.1 If the scheduled "flash sale" activity cannot be carried out normally due to its own reasons, it is prohibited to participate in any activities on the platform within 30 days, and the docking operation personnel must be contacted 72 hours before the event begins.

6.11.8.1.2 If the activity cannot be carried out normally and the docking operation is not contacted 72 hours in advance, a fine of RMB 5,000 will be imposed and the activity will not be allowed to participate within 30 days.

6.11.8.2 "Brand Clearance"/"Famous Product Discount" Activity Rules

6.11.8.2.1 If the scheduled "flash sale" activity cannot be carried out normally due to its own reasons, it is prohibited to participate in any activities on the platform within 30 days, and the docking operation personnel must be contacted 72 hours before the event begins.

6.11.8.2.2 If the activity cannot be carried out normally and the docking operation is not contacted 72 hours in advance, a fine of RMB 5,000 will be imposed and the activity will not be allowed to participate within 90 days.

6.12 Marketing Tools

6.12.1 Store Coupons

6.12.2 Multiple promotional activities

7 Customer service after-sales service

7.1 Service Requirements

7.1.1 Merchant customer service should respond to customer inquiries or complaints in a timely manner

7.1.2 Merchant customer service shall not insult customers

7.1.3 Merchant customer service shall not publish third-party information through platform customer service functions/tools

7.2 Assessment indicators

7.2.1 Valid response rate

7.2.1.1 Valid response rate on the same day = Number of valid responses on the store on the same day/Total number of consulting users on the same day*100%

7.2.1.2 Assessment time period: 8:00-23:00 on the same day

7.2.2 Data viewing

7.2.2.1 Duoduo customer service--customer service data--customer service data details

7.2.2.2 When registering for a platform event, the response rate for 1 hour of 3 consecutive days before registration is required to be higher than a certain value, rather than the average value.

7.3 Customer Service Tools

7.3.1 Two ways: web version and mobile app

7.4 Tips for efficient reply

7.4.1 "Management Backend - Duoduo Customer Service - Message Settings" set up robot reply, including "Opening Remarks and Frequently Asked Questions" and "Automatic Reply to Order Cards"

7.5 Notes

7.5.1 When logging in to the web version of customer service, keep logged in when reducing the page, and automatically log out once the page is closed.

7.5.2 The assessment time for customer service response rate is 8-23 o'clock, and consultations during this period must be replied within 1 hour.

7.5.3 Customer messages that are not subject to any content need to be replied, including advertising content, etc.

7.5.4 The last item of any consultation must be sent by the merchant. For example, in the end, the customer said "Okay", you also need to reply again

7.5.5 Automatic reply is not included in the reply rate, and manual reply is required again; robot reply and manual reply made using quick reply are included in the reply rate

8 Service rules

8.1 Pinduoduo after-sales rules

8.1.1 Refund only process

8.1.1.1 The merchant should process it within 48 hours after the user submits a refund only application.

8.1.1.2 If the merchant refuses the user's refund application only, the user can do the following within 7 days:

8.1.1.2.1 Modify the information and submit it again

8.1.1.2.2 Application platform intervention processing

8.1.2 Return and refund process

8.1.2.1 Merchants should process it within 48 hours after the user submits the return refund application

8.1.2.2 If the merchant refuses the user's refund application only, the user can do the following within 7 days:

8.1.2.2.1 Modify the information and submit it again

8.1.2.2.2 Application platform intervention processing

8.1.2.3 After-sales service assessment

8.1.2.3.1 Dispute refund rate in the past 30 days = Dispute refund number in the past 30 days / Total group orders in the past 30 days

8.1.2.3.2 The refund rate for disputes in the past 30 days is 5 times higher than the industry average, and the "refunds for disputes in the past 30 days" reach 3 orders (inclusive):

8.1.2.3.2.1 Removal of resource locations, removal of advertisements, prohibition of listing of shelves, etc. in the store, for a period of 1 day

8.1.2.3.2.2 The entire store's product reduction, including but not limited to the category page reduction, search page reduction and blocking, etc., for a period of 1 day

8.2 Pinduoduo evaluation rules

8.2.1 Transaction evaluation

8.2.1.1 Merchants can be evaluated within 30 days after order confirmation and receipt

8.2.1.2 If you have multiple transactions every natural month, the store score will only be counted for the first 3 times.

8.2.1.3 The evaluation will take effect at 0:00 the next day after the user submits

8.2.1.4 Within 90 days from the date of receipt, users can add comments after making an evaluation.

8.2.2 Store Reply

8.2.2.1 Within 90 days from the date of confirmation of receipt of the goods, the merchant can reply to the review or additional comments.

8.2.2.2 Each review (including corresponding additional comments) can be replied to at most once. If the review has been replied to, the review cannot be replied to.

8.2.3 Evaluation and processing

8.2.3.1 Induce positive reviews, Pinduoduo has the right to delete or block

8.2.3.1.1 Add "good review cashback" or other similar content to product title, description, pictures and other related information

8.2.3.1.2 Customized card coupons with promises of "good reviews and cashback" in the package

8.2.3.1.3 Induce positive reviews by making phone calls, sending text messages or other messages to consumers

8.2.3.1.4 Express or implied by other means, the buyer will receive a cashback.

8.2.4 Store ratings

8.2.4.1 Including ratings on product quality, service attitude, logistics, etc.

8.2.4.2 Each score is a dynamic indicator, which is the arithmetic average of all scores within 90 days before contacting.

8.2.4.3 Once the store rating is made, it cannot be modified.

9 Avoid fines

9.1 Shipping time limit

9.1.1 The regular category must have information on picking up items within 48 hours, the direct mail category must be 120 hours, and the direct supply category must be 168 hours.

9.2 Delayed delivery

9.2.1 Pay 3 yuan/order and distribute it to buyers in a no-threshold coupon

9.3 Fake shipment

9.3.1 Judgment

9.3.1.1 No information on picking up the piece within 24 hours after uploading the flyer number

9.3.1.2 After the information on picking up the items, there is no update to the logistics information within 24 hours.

9.3.1.3 There are multiple abnormal repetition information

9.3.1.4 The logistics trajectory corresponding to the logistics order number does not match the actual delivery address of the consumer order.

9.3.1.5 Other order logistics information is abnormal or no goods are received within a reasonable period after delivery

9.3.2 Punishment

9.3.2.1 If the number of false shipment orders exceeds 10 orders and accounts for more than 5% (inclusive) of the number of shipment orders on the same day, all orders on the same day will be punished, including normal orders

9.3.2.2 A fine is imposed on the customer order, and a fine of RMB 5/order will be imposed within 10 yuan for the customer order, and a fine of RMB 10/order will be imposed within 50 yuan for the customer order...

9.4 Product out of stock

9.4.1 Judgment

9.4.1.1 After delaying delivery, the delivery has not been delivered within the agreed time.

9.4.1.2 If the shipping time limit is over 3 days, it has not been shipped

9.4.1.3 Orders for false shipment processing have not been shipped within 5 days of uploading the flyer number

9.4.2 Punishment

9.4.2.1 Deduct consumer compensation from the merchant account according to the standard of 5 yuan/order and distribute it to consumers in the form of coupons.

9.5 Fraudulent shipment

9.5.1 Judgment

9.5.1.1 The buyer receives empty packages

9.5.1.2 The item received is inconsistent with the item taken

9.5.2 Punishment

9.5.2.1 If a fraudulent shipment order is over 10 orders and accounts for more than 1% of the shipment orders on the same day (inclusive) will be fined and store penalties will be imposed

9.5.2.2 If the number of fraudulent shipment orders is less than 10 orders or is less than 1% of the shipment orders on the same day, a fine will be imposed according to the unit price of the goods.

9.5.2.3 After refund, the compensation will be punished with twice the order amount and will be distributed to the buyer in a form of no threshold coupon.

9.5.2.4 One violation of the entire store will remove resource locations and advertising space for 7 days, the second violation of the entire store will remove resource locations and advertising space for 15 days, and the second violation of the entire store will remove resource locations and advertising space for 10 days...

9.6 False transactions

9.6.1 Judgment

9.6.1.1 Obtain platform points, red envelopes, coupons, etc.

9.6.1.2 Obtain positive reviews, credit reviews, etc. in abnormal ways

9.6.2 Punishment

9.6.2.1 Just false transactions: frozen part of the amount (equivalent to the total amount of false transaction payment), restrict store functions (resource locations, advertising, shelves, etc.), and severely terminate cooperation

9.6.2.2 Obtain platform points, red envelopes, etc. while false transactions: freeze all amounts and fine cash out of ten times, seriously terminate cooperation

9.7 The description does not match

9.7.1 Certification criteria

9.7.1.1 Class A means that the goods or sampling samples received by consumers have the following circumstances:

9.7.1.1.1 After comparison with product description, there is "Pinduoduo description does not comply with the classification identification and processing standards"

9.7.1.1.2 Goods that are prohibited from being sold by the state, or violate the mandatory provisions of relevant national laws and regulations

9.7.1.1.3 Other differences that seriously affect consumers' normal use or seriously affect consumers' purchasing decisions

9.7.1.2 Class B refers to the following situations in which the goods or sampling samples received by consumers are:

9.7.1.2.1 After comparison with product description, there are Class B situations in the classification and processing standards

9.7.1.2.2 There are large differences, which may affect consumers' normal use or affect consumers' purchasing decisions

9.7.1.3 Category C refers to the following situations in the goods or sampling samples received by consumers:

9.7.1.3.1 After comparison with product description, there are Class C situations in the classification and processing standards

9.7.1.3.2 There are inconsistencies or other minor flaws in the product description

9.7.1.3.3 There are minor differences that do not affect consumers' normal use and do not affect consumers' purchasing decisions

9.7.2 Processing rules

9.7.2.1 The initial determination description does not match

9.7.2.2 Preliminary measures for handling

9.7.2.2.1 Suspend the promotion and promotion of this product

9.7.2.2.2 Temporarily remove the product or block the link

9.7.2.2.3 Provide certificates, test reports, contracts, invoices and other formal purchase vouchers, complete authorization chain documents, etc. within the agreed period

9.7.2.2.4 Before processing, the merchant is prohibited from participating in any platform activities such as special topics, tweets, etc.

9.7.2.2.5 Temporarily increase the margin of the corresponding store and/or its associated store, with an increase of three times the total sales in the first nine months, excluding the amount of orders issued but not shipped

9.7.2.2.6 Restrictions on withdrawal of funds in merchant stores (including related stores)

9.7.2.3 Merchant appeal and evidence

9.7.2.3.1 Invoke a complaint within 3 working days (T+3 working days) after the notice, and make the first proof within 7 working days (T+7 working days)

9.7.2.3.2 If the first evidence is insufficient, the merchant will be notified to submit the second evidence within 3 working days (T+10 working days)

9.7.2.3.3 If the merchant provides evidence and there is no inconsistent description, all measures to deal with the store shall be lifted.

9.7.2.4 To deal with violations, one or more of the following

9.7.2.4.1 Restrict the withdrawal of funds in the store (including related stores) account of this merchant

9.7.2.4.2 Remove all products or products in the store or block the links.

9.7.2.4.3 Warn the merchant and notify him to make a correction

9.7.2.4.4 All goods in the store or products that do not describe the goods in accordance with the specified period shall be banned.

9.7.2.4.5 Deduct consumer compensation to compensate for all goods orders that do not match the description within a certain period of time.

9.7.2.4.6 Unilaterally terminate the "Pinduoduo Platform Cooperation Agreement", terminate cooperation with the merchant, and clear the store

9.8 Fake goods handling

9.8.1 Handling of suspected counterfeit goods

9.8.1.1 Temporarily remove suspected counterfeit goods

9.8.1.2 Notify the merchant to provide immediately proof that the goods they sell are not fake

9.8.1.3 The merchant’s margin amount is temporarily increased, with an increase of ten times the total historical sales of the suspected counterfeit product.

9.8.1.4 Restrictions on withdrawal of goods in merchant accounts

9.8.2 Merchants provide evidence

9.8.2.1 The first proof is presented within 7 days (T+7 days) after the notice

9.8.2.2 If the first evidence is insufficient, the merchant will be notified to submit the second evidence within 5 days (T+12 days)

9.8.2.3 If the merchant provides evidence to prove that the goods sold are genuine, the temporary measures that have been taken will be cancelled.

9.8.3 Payment in advance

9.8.3.1 If the orders involved in the consumer complaint are not provided or if the evidence cannot be proved after two evidence is provided, the orders involved in the consumer complaint are paid in advance.

9.8.4 Fake goods confirmation

9.8.4.1 If the platform receives conclusive evidence from the official appraisal report, or the merchant actively admits the fact of selling fakes, it is deemed that the merchant’s fact of selling fakes is established.

9.8.4.2 No evidence is provided within 90 days (T+90 days) after the first notice, or the evidence cannot be proved, false facts are valid

9.8.5 Fake goods handling

9.8.5.1 This product is permanently removed from the shelves

9.8.5.2 Restricted withdrawal of funds for fake stores (including related stores)

9.8.5.3 Deduct merchant deposit and/or merchant account payment balance as consumer compensation

9.8.5.4 According to the degree of counterfeit sales and sales history, the platform has the right to remove all goods from counterfeit stores and cannot be added to new ones.

9.8.5.5 According to the degree of counterfeiting and sales history, the platform has the right to terminate cooperation with the merchant.

9.8.5.6 If criminal liability is involved, the platform has the right to hand over to the judicial department for handling

9.8.5.7 Payment suspended

9.9 Customer service valid reply

9.9.1 Valid reply definition

9.9.1.1 Reply within 1 hour (inclusive) after the user's consumption is issued

9.9.2 Total number of consulted users

9.9.2.1 The total number of users consulted within 8:00-23:00 every day

9.9.3 Valid response rate

9.9.3.1 Number of valid reply users on the same day/Total number of consulting users on the same day*100%

9.9.4 Notes

9.9.4.1 The total number of consultations on the same day is more than 100 people (inclusive), and the effective response rate is less than 50%, and a fine of 1,000 yuan will be imposed.

9.9.4.2 Do not harass or insult users

9.9.4.3 All messages must be promptly replied, including spam messages

9.9.4.4 Cannot diversion outward, including sending mobile phone numbers, Weibo numbers, WeChat numbers, QQ numbers, etc.

10 FAQs and Answers

10.1 Docking and Operation

10.1.1 At present, most activities do not require connection and operation, such as new products, 9.9 yuan sale, love shopping and other activities

10.1.2 Docking process: If the store has accumulated sales of more than 10,000 yuan, you can go to Pinduoduo merchants for service consultation, fill out the application form, and if the review is approved, you will be given to the group. If you fail, you can apply again after 30 days.

10.2 How to apply for a refund for orders that are not in group to be shipped

10.2.1 Automatic refund after 24 hours

10.3 How to report activities

10.3.1 New merchants can register for new product activities, 0 sales requirements

10.3.2 The second is the 9.9 special sale event, the store's evaluation is greater than 400 items in the past 90 days

10.3.3 Next is the shopping event, the store has a review of more than 3,000 items in the past 90 days

10.3.4 Flash-selling activities Currently, except for the digital category, which is directly applied for in the backend, other categories need to be entered into the docking group before they can register.

10.4 How to download the mobile merchant app

10.4.1 There is currently no merchant management backend app

10.5 What to do if the express delivery number is incorrect

10.5.1 It can be modified within 24 hours, upload and overwrite it

10.5.2 If more than 24 hours are required, please note the order and notify the buyer to avoid complaints

10.6 How to break zero in the early stage of novice merchants

10.6.1 Registration for independent promotion and new product activities

10.7 Platform product ranking rules

10.7.1 Comprehensive factors such as new launch time, sales volume, price, after-sales service, and rating

10.7.2 The product rankings for all categories are basically updated once every hour

10.8 Advertising space product ranking rules

10.8.1 Advertising ranking = product quality points *advertising bid

10.8.2 Product quality score = product sales, click-through rate, conversion rate, etc.

10.9 How to calculate the effective response rate of customer service and what impact does it have?

10.9.1 Valid response rate = Number of valid responders/Total number of buyers consulted with the merchant

10.9.2 Assessment time: 8 am to 23 pm, other times do not count

10.9.3 If the number of consultations exceeds 100 on the same day and the effective response rate is less than 50%, a penalty of 1,000 yuan will be imposed

10.9.4 Currently, spam messages need to be replied, click Report after replying

10.9.5 The effective response rate affects activity registration, and generally takes data worth the last 3 days.

10.10 Can the main business category be modified?

10.10.1 New store 0 sales, can be modified by sending an email

10.10.2 Stores with sales cannot modify their main business categories, and can reopen stores

10.11 What happened if there was an exception in withdrawal and could not be received

10.11.1 Ensure that bank card account, ID card and other information are correct

10.11.2 The company store must bind the company's corporate account or the legal person's personal bank account.

10.11.3 Personal store must bind the personal bank account to which the store is located

10.12 Why did you click to withdraw cash and no response

10.12.1 Check whether there is any problem with the browser. It is recommended to use Google Chrome.

10.12.2 Check the store’s backend website notification to see if there is any penalty

10.12.3 If the situation cannot be solved, please contact the platform customer service for details

10.13 How to download mobile customer service tools

10.13.1 You can go to the management backend - Duoduo customer service - Customer service tool to scan the code to download the mobile customer service tool

10.14 Why do I recommend that I have too many inventory after filling in the inventory?

10.14.1 Online inventory of goods shall not be higher than the inventory limit corresponding to the store's healthy shipment volume in the past 90 days

10.15 What does normal exposure mean in the test stage after the event registration is passed

10.15.1 New products, 9.9 special sale, Ai Shang went online and went through the testing stage first, giving some exposure, and there is no need to worry about the length of time

10.15.2 The test stage performs well and enters normal exposure, the longer the better

10.15.3 Performance assessment is the sales, click-through rate, conversion rate, etc. on the resource position

10.16 What should I do if a buyer only starts a group and does not participate in the group?

10.16.1 Make a picture on the details page to guide buyers to join the group, such as: priority delivery of the group

10.17 What's going on with the platform coupons

10.17.1 There are two types of coupons, platform coupons and store coupons

10.17.2 The discount amount of the platform coupon shall be borne by the platform and shall not affect the merchant’s payment receivable

10.17.3 The discount amount of the store coupon shall be borne by the merchant, and the payment receivable is minus the coupon amount

10.18 How to quickly modify inventory without re-authorizing

10.18.1 Product Management - Product List, click [Modify Inventory] directly, do not click Edit

10.18.2 Positive numbers represent adding inventory, and negative numbers representing reducing inventory, such as: 50, -50

Personal gains/course summary:

Practical points

1. Product selection: Choose a hot product that Pinduoduo does not have, and it is best to have a factory as the supply support.

2. Pricing: Refer to the popular Pinduoduo products to price. If the same style as the popular Pinduoduo products or is very similar, start with Sku

3. Listed:

a. Main picture and details, refer to the popular Pinduoduo model

b. Title, fill in 60 words, focus on the first 24 words, such as marketing words, promotional activities, product highlights, etc.

4. Promotion:

a. Get 500 sales in a short time, and more than 100 reviews will be issued.

b. Register for new product activities

c. Keep the conversion rate higher than the industry average, and keep the group opening and actively collect orders

d. If the store evaluation is sufficient, registration will be made in turn for 9.9 special sale, flash sale, love shopping and other activities.

e. The evaluation reaches more than 100 items. If the profit allows, you can increase the price from the low price. The early observation shows adjustments in bidding, and the later stable investment is carried out.

5. Rating maintenance:

a. Timely delivery every day

b. Re-check logistics every other day and deal with abnormalities in a timely manner

c. 8 am to 11 pm, ensure that customer service is online, reply to customers in a timely manner, and set automatic reply/robot reply.