First-line traders practice huge Qianchuan tutorial from 0 to 1

First of all, let us understand what is Juliang Qianchuan ? Juliang Qianchuan is an integrated advertising platform built for small shops and merchants. It integrates multiple delivery methods such as Dou+, Luban, and feed live broadcast, and focuses on advertising promotion on Douyin e-commerce. At present, Qianchuan supports dual-end delivery on mobile and PC terminals, and can be divided into ultra-fast promotion and professional promotion based on the degree of automation. The following is the author’s summary of how to operate a huge amount of Qianchuan from 0-1, I hope it will be helpful to you.

1. Introduction to Juliang Qianchuan: What is Qianchuan, what does Qianchuan include, how to activate Qianchuan, Qianchuan backend display

2. What kind of live broadcast room is suitable for Qianchuan Investment

3. Analysis of Qianchuan’s underlying logic

4. How to build a new plan with practical operation

5. How to test the plan after building it

6. How to build a single product plan

7. Quick Questions and Answers

8. Postscript

1. Introduction to Juliang Qianchuan

1. What is Qianchuan?

The official definition is an e-commerce advertising platform under the Bytedance Engine, which provides merchants and Douyin creators with tools for integrated marketing solutions for Douyin e-commerce.

For example, everyone has heard of DOU+, so what is the difference between it and Qianchuan?

Dou+ is now a promotion channel based on short videos. If you want to sell goods through live streaming, you can use Qianchuan's mobile store Sui Xin Tui. The difference between them is that Dou+ does not have products. If you want to list products, you must use Qianchuan's store Sui Xin Tui. Dou+ heats up short videos, and Sui Xin Tui is used for live streaming.

Let's talk about the differences and connections between short videos and live broadcasts. Short videos are presented using scripts, creativity, lenses, and characters. The core of short videos is to show the core of the material and then attract people's attention to realize it. Its realization will not be so fast but will be relatively long-tailed. Live broadcasts are more often aimed at realization. Whether it is live broadcasts to attract gifts and sound waves or hanging up the yellow car to directly bring goods, the core is to get conversions immediately. It is short, flat, and fast. The two can interact and assist each other, which can be regarded as a dual-engine vibration.

For Douyin e-commerce, the huge amount of Qianchuan can help merchants or influencers better understand their status in the ecosystem, and then synchronize their understanding of their own products, industry knowledge, peers' prices, and user behavior and interests to Qianchuan. Then Qianchuan can amplify and capture traffic based on these points. It is just a tool, there is no need to deify or fear it.

Then we need to realize the value quickly through live streaming. In layman's terms, you pay Qianchuan, and it provides traffic support. Then, after finding the targeted crowd through planning, with good coordination between people, goods and venues, we can achieve the consumption target. As long as the input-output ratio is greater than 1, we will not lose money.

2. What does Qianchuan include?

The mobile store is free to push, mainly for live streaming sales on mobile terminals, and is positioned to provide self-service traffic solutions for novices, which is relatively quick to get started

The PC version can be understood as a basic delivery tool. You can also try it.

The PC professional version, as the name suggests, is a relatively complete and refined delivery tool. It is recommended to use this directly. The professional version can run more

3. How to open Qianchuan?

Merchants: Just open a Qianchuan account in the Doudian backend. It is recommended to find an agent to recharge and then invest yourself.

Experts: On the homepage of Juliang Baiying Experts, find the e-commerce advertising column and click on live broadcast promotion

MCN: Home page of Juliang Baiying agency service provider - e-commerce advertising column - click on live broadcast promotion

New News:

On July 30, the official launched the Juliang Qianchuan independent login platform, no longer need to log in through Doudian/Baidu twice

You can directly log in with your account password or Douyin through a separate login page. Here is a link to Qianchuan’s separate login page: https://qianchuan.jinritemai.com/

Introduction to the independent login page of the Juliang Qianchuan platform: https://www.feishu.cn/docs/doccnuX7CJnCL8pHxmaSw06fs3e

4. Functional components of Qianchuan backend

I took a Doudian backend that had not run the plan. I could see the third word "Juliang Qianchuan" above the banner. Clicking it would take me to Qianchuan's homepage. Just pay attention to the recharge and balance on the right, which would facilitate recharging at any time.

The second is the promotion page. It has two secondary pages, one is short video/picture and text, and the other is the live broadcast room plan. Focus on the live broadcast room, pay attention to the data overview, and click Create a New Plan to create a new plan. The review status, consumption status, click-through rate, conversion rate, etc. of the plan can be viewed and analyzed in the plan list below.

The third is the report page, which focuses on the detailed data of the plans and creatives below. It plays a relatively important role in our testing and optimization plans, and is specifically used for reviewing and analyzing data.

The fourth one is the financial page, which is used for recharge and invoicing, so I won’t show it here. The fifth one is the account page, which has the main function of authorizing a Douyin account and binding it to influencers. It is also relatively simple.

The sixth is the tool page, which is mainly used in the live broadcast room to maintain the order of the live broadcast room, block keywords, block disruptive users, etc.

The seventh one is Qian Ce, which was updated on July 23. It is dedicated to competitor analysis, post-broadcast analysis, crowd targeting analysis, live broadcast monitoring, etc. It is currently also working on "long-term conversion value" and "live broadcast advertising review". They currently need to be used for reporting. It can be seen that Douyin e-commerce will become more and more intelligent in the future

Understanding the above Qianchuan backend functional components will give you a basic understanding

2. Which live broadcast room is suitable for investing in Qianchuan?

First determine the price of your product in the market, and then ensure that the profit of your product can reach more than 50%. Otherwise, it will be very difficult or even impossible to make money. You can refer to the calculation method of the investment-output ratio for this value and calculate your own product.

Another thing is that if you want to make a hit product in Qianchuan, you must find a strong supply chain offline and use the data platform to integrate it. It will not be found by the so-called selected alliance.

So how do we calculate the investment-to-production ratio? Conventional algorithm: investment-to-production ratio = investment flow cost / GMV generated by investment flow

However, when we actually calculate, we need to consider the investment cost + product cost + shipping cost + return rate + deduction points and other costs, and then subtract the generated GMV, then you can calculate how much profit you need, or how much GMV you need to start making a profit.

3. Qianchuan’s underlying logic

From the user level, when we are a user, we are watching passively. So the logic behind sliding to an ad is that before it is displayed, the system will calculate which ad will attract you more, and each ad you see is the winner in the competition among N creative ideas.

From the perspective of the platform’s mechanism, how does it calculate and sort? Generally, the value of an ad is calculated by predicting the probability of a user clicking on the ad, the probability of a conversion after clicking, and your bid, and then sorting them from high to low. This is also called ECPM (key point, to be tested)

Working backwards, the factors that affect ECPM are estimated click-through rate (CTR), estimated conversion rate (CVR), and your bid. Let’s break them down one by one.

1. Estimate the click-through rate. What are the factors that can affect the click-through rate? Some people would say copywriting, creativity, materials, picture quality, etc., but these are rather one-sided. Generally, it is necessary to split them here, because as you can see in the marketing goals in the above picture, there are two options: short video/picture and text and direct broadcast room.

Let’s first talk about the factors that affect the click-through rate of short videos. So please think about what will attract you to interact when you are watching a video, and what is worthy of likes, comments, and reposts. Generally, it is the copywriting, creativity, pictures, and character images, right?

To extend this further, when it comes to materials that involve selling products, we still start from the underlying logic. Our core is to get users to click in and convert. So users must want to buy the product through this short video. Therefore, the core of our material is the product, and we create creativity around everything about this product, including product display, selling points, highlights, use of lenses, copywriting, etc.

Another point is that there is a joking saying that "black silk stockings mean traffic" or "sex interest e-commerce". If the whole article is like this, the click rate will go up, but there will be no conversions. All the visitors are LSPs. There will be traffic, but what's the use if there are no conversions? The core purpose is to sell goods, so all creativity is based on the divergence of the goods. Don’t add drama ( all added drama is energy-consuming - Nicholas Yang Tao). There can be a little bit of edge, but it cannot dominate. The most awesome video is the one that finds the balance between product, selling point and human nature.

As for the factors that affect the direct broadcast room, let’s think from the user’s perspective. When you slide into a live broadcast room, what will attract you to click in? The host's status, words, appearance, clothing, copywriting during the live broadcast, the scene in the live broadcast room, the selling points and appearance of the product being described, etc., can be listed in detail, so this is why we need to plan more to test the running volume.

2. Estimate the conversion rate. What factors can affect the conversion rate? Some people may say that the order of goods, price, anchor's talk, or people, goods, and venues, etc., but in fact, the conversion rate cannot be seen from these. It must be analyzed through the backend conversion funnel. All arbitrary judgments are basically nonsense.

To analyze the conversion rate, you have to follow Qianchuan's conversion funnel, from the click-through rate of entering the live broadcast room, to the click-through rate of the product, to the creation of orders, and then to the conversion rate of the transaction, a step-by-step analysis.

If there are not many people in the live broadcast room, optimize the materials. If the product clicks are not good, first analyze the price and product arrangement. Creating an order is basically a problem of speech skills, and then the final conversion requires AB testing instead of directly saying where the problem is. That is arbitrary and unprofessional.

Remember to look at the funnel of Qianchuan backend, not the funnel of the small store, because the funnel of the small store is not accurate when analyzing Qianchuan, it includes natural traffic

3. How to choose a bid

This is affected by the overall market data, the overall market traffic, the traffic period, the influence of the materials and the product itself, because the price of each category is different. (Generally speaking, when establishing a plan, the bid for popular products can be set at 1/3 of the price)

4. How to build a single product plan

Part 1, 1-4

Part II, 5-8

Part III, 9-11

1. Start the actual operation of the plan building function. We want to invest in live broadcasts to sell goods, directly use professional promotion, live broadcast + professional promotion - create a new plan, the first thing to do when establishing a new plan is to select the account to be promoted. Qianchuan accounts are distributed with 1 official account, 5 self-operated accounts, and then help invest in the expert account (you need to get the expert PIN code authorization in the account), and then the next step is to choose the delivery method

2. One of the delivery methods is cost control delivery, and the other is volume delivery. What are their advantages, disadvantages, and differentiation? One is cost control, and the other is volume delivery. As the name suggests, it is a fixed budget, and the other is a sufficient budget. It can be understood as a gentle type and a bold type. In terms of order planning, it depends on how your goal is. Sometimes you just want to finish the plan quickly, and sometimes you pursue output ratio sales.

Then there are their advantages and disadvantages. If you release a large amount of ads, you will not keep in mind the budget and hope to complete the plan, so the system will burn money like crazy. In order to run out of money quickly, the fans you get will not be very accurate. If you release a large amount of ads at the beginning, the system may judge that your account has money. When you want to reduce the bid, it may cause the plan to fail.

Most of the time when doing actual operations, most people will choose to release at a controlled cost, because it is more stable, and what we pursue is mostly the output ratio of release. Then you can see the second picture. Under the cost control release, there is a release as soon as possible and a uniform release. The definition of as soon as possible is to release the volume when there is suitable traffic, and the uniform release is a flat release throughout the day. Practical traders generally choose cost control release + release as soon as possible, which can ensure that the plan runs out in a balanced situation and the traffic comes more accurately. It is the first choice of 99% of traders or pitchers on the market. Of course, you can test it according to your own ideas, no problem

3. The next one is our delivery target. There are five options: entering the live broadcast room, product clicks, live broadcast room orders, converting fans, and comments. The order plan has been mentioned above. The following is a breakdown of these targets, all of which come from the underlying logic of the algorithm.

Entering the live broadcast room, that is, from the perspective of the algorithm, each user has a label, so if you choose this target algorithm, you will know to push users who like to enter the live broadcast room, but it is only to enter the live broadcast room.

The algorithm will use the accumulated data to find out the clicks on products in the live broadcast room. It will find out the users who like to look at the details of the products, or the users who have bought similar products before. This will bring them closer to the order, which is a bit like "Guess you like it"

The orders in the live broadcast room are generally those that have transaction behaviors + users with high transaction frequency + users who have placed orders for similar/same categories

The fans who convert to live broadcast rooms are also some people who are not stingy with their attention, and they are generally not too young

The comments in the live broadcast room are also pushed by the algorithm. Those who like to talk in the live broadcast room and like to interact with the anchor can be understood as a group of people who have a desire to express themselves. They can improve the atmosphere of the live broadcast room, that is, the atmosphere group.

In summary, each target is a separate label, so think about the path for users to enter the live broadcast room?

Is it entering the live broadcast room + product click + order? This is the shortest path. That is to say, from the guidance of materials, to attracting clicks and then to the logic of ordering, and then the need for atmosphere group cooperation, etc., this is the planned matching and combination. Of course, the more precise the group of people, the higher the bid will be, and the harder it will be to get out. It is very expensive to make orders in the live broadcast room!

When building a plan in practice, you will not only build one plan, but definitely multiple plans + conversion goals. For example, when playing with a single product Qianchuan, usually a 90%-95% order plan + a 5% click plan is enough, because there is only one product, and one person coming in must form a conversion target.

If you want to leverage natural traffic through paid services, then it is a plan for most orders + a small number of comments + clicks + a plan for entering the live broadcast room.

4. The delivery time is all day long. Basically, do not choose those with time limits. Just bid 5%-10% higher than the average standard of peers. This will give you an advantage over competitors. Another thing is that if you run slowly, you will basically not be able to finish it. If you want to enter the live broadcast room, comment plan, etc., just guarantee the minimum. If you run too fast but it does not have a big effect on conversion, it is not worth it.

5. Targeted groups are basically based on the labels of the groups. I will only talk about the underlying logic. First, determine the price of your product, and then locate the region based on the price. Generally, more orders are placed in 2nd and 3rd tier cities (excluding cities that do not provide free shipping). Of course, it depends on the industry survey of your category. Then there is gender. The audience groups of each category are different, but they are mostly female, mostly aged 18-35. From the perspective of the platform's population portrait, they are basically female groups around 18-40.

6. Behavioral interest targeting. Taking beauty products as an example, my audience is definitely mainly female, aged between 18 and 40. So what is the behavior of this group? What else will they be interested in besides beauty products? We need to cover their behavioral interest characteristics as much as possible, such as bags, food, home furnishings, etc. This is interest. Secondly, their behavior is generally what occurs in e-commerce. Then there is the purchase and use cycle of such products. For beauty products, generally skin care products, lipsticks, etc. can be used or the freshness can be maintained for 60-90 days (consult the female friends around you for details), which is the prediction cycle of iteration or purchase intention. In addition to these, you can also directly search for the category words and keywords of the interests and behavioral characteristics of this group, add them, and then test them. As long as they are related to this audience, they can be tested. There is not necessarily a standardization. Behavior + interest targeting is the so-called Leica

In fact, you can see that there is a system recommendation next to the customization, which can also be tested. When is it generally used? The first is when you are in a hurry to increase the volume and have a budget to increase the volume. The second is when Leica has already run the model. You can also choose the system recommendation when copying this plan.

7. For Douyin influencers, generally you should choose similar influencers, or influencers with similar fan bases. You can choose 20-30 of them, but you must test them. First, you cannot win the bid directly. Second, you need to constantly optimize your plan. Third, you should try to attract as many fans as possible, so that you can better build a model. The following is the official explanation of influencer targeting.

Tik Tok influencer targeting

8. Networks and platforms can also be predicted based on user behavior and interests, or by analyzing the audience of your products. For example, most women who prefer beauty products will use IOS. There is basically no 2G-3G network now, and you can't watch live broadcasts. This is actually a good choice for the general public.

More crowd packages are rarely used now, but they can be tested. There is no problem. Before the planned data comes out, anything is possible. Then there is intelligent volume expansion. Normally, it is not enabled. When it is enabled, it is usually when there is really no other way, such as when your plan is declining, and you feel like giving it a last-ditch effort.

9. Start to launch, there are two options, one is to launch directly in the live broadcast room, the other is to launch short video creative

Direct live broadcast rooms generally meet the needs of people, goods and places. That is, when users see your live broadcast room, they are attracted. That is, the real-time content of the live broadcast room is OK, and users can stop and click to watch. The advantage is that it is fast. As long as it can be carried out

If the venue does not have this capability, then choose short video materials. Correspondingly, the team needs to be equipped with the ability to produce good short videos, take the initiative, and plan creative ideas in advance to attract people. The requirements for time and people, goods and venues have become lower. Short videos share part of the pressure, and once the short video goes viral, the traffic can last for a long time and can be continuously copied and released until the traffic of the short video is used up. Personally, I am very inclined to short videos because they are stable and can be planned and designed in advance. We are prepared. The disadvantage is that they are relatively slow, from review to distribution. Therefore, to take this path, the short video team must plan well.

Let's talk about custom and programmatic creativity. This is also very important. It is about matching creativity and titles. n materials * n titles = n creativity. For example, if you have 3 videos, you can combine 9 creative ideas and bombard them one by one until one comes out. The probability will be much higher. However, custom creativity can only be matched with one copy and one video, so it is generally better to use programmatic matching.

10. Creative classification and creative labeling. Choose whatever category you want. For example, choose clothing accessories for clothing and then be specific to the second and third level categories. For labels, you can understand the main models promoted in the live broadcast room, such as bean paste-colored lipstick, etc. You can directly enter and add them. In fact, this thing is a bit useless, but it is better to write it than not to write it, and the weight is not very large

11. Advertisement group and plan name. The name of the plan is actually a name for classification. It can be clear at a glance. Write out the order plan and comment plan. Then the ad group includes the plan. It looks like a classification file, but it will work when you test it yourself. It is convenient and time-saving to use ad groups directly for AB testing.

5. How to test the plan after building it

When a new account starts to create a plan, at least 10 plans should be put up, with the order plan as the main one and the click plan as the auxiliary one. As for views and comments, they are not very effective in the initial stage. If you think from the bottom of the algorithm, you will know that views and comments have little effect on placing orders. It is just the difference between the people who come in and the atmosphere group. They can run very fast, but not accurately.

So after creating a new plan, how to test it? The first thing to do is to optimize the bid. Select a part of the plan to increase the price to see if it will run faster and whether it can run out. When the price reaches a relatively high level, that is, it still cannot run out after increasing it by 10-20 points, then it is a problem with the material content.

Another way is to keep the price unchanged, select a part of the plan to change the orientation, continue to expand the scope, and then run it again. This is basically how to conduct AB testing to find out where the problem is, so that the plan can quickly pass the learning stage and reach the mature stage. Be sure to use AB testing to eliminate problems one by one. Generally, the most common problem point is in the material.

In the case of pure payment, the live broadcast room relies on the plan to increase the volume. Then our plan will always decline, and at this time there may be a lack of successors. So in order to avoid this situation, on the one hand, the new plan is constantly AB tested to enter the maturity stage, and on the other hand, a certain proportion of new plans must be added every day. The specific value depends on the pitcher's own energy, because it is necessary to constantly modify and test the existing plans and add new ones. So a pitcher is either on the way of building a plan or revising the plan.

6. Practice of single product creation plan

If you carefully review the entire fourth point, you will know that the core is actually the creation and optimization of the second part, that is, the optimization of orientation and Leica. So when you start running the plan, if it doesn’t work, you can first use plans such as entering the live broadcast room and commenting to let the algorithm recognize our initial model, and then configure our order plan and click plan.

For new plans, you can run 20 or 30 orders, or you can build 80 or 100 orders first. Quantitative change leads to qualitative change. How to match them? I generally like 90% orders + 5% clicks + 2 or 3 views or comments. There are also some 95% orders + 5% clicks. The former will be more lively in the live broadcast room, and the latter will be slower, but the fans will be relatively accurate. As for bidding, the same thing applies. See what the bids of your peers are like, and increase them by 5%-8%. Then do ab testing to optimize the plan and let it quickly break through the learning period. However, the learning period still takes a certain amount of time. Don't be anxious, and keep testing with dependent variables. This will facilitate analysis and will also reduce your doubts about yourself!

7. Let’s talk about some common problems

1. When you first create a plan, is there a standard quantity template for creating the plan?

Basically no, at least 20 or 30 items, but it is recommended to build 80 or 100 items. One is to form a model for building a plan more quickly, and the other is that the quantitative change of the plan will produce a qualitative change, but the plans must not conflict with each other.

2. For example, the plan is to fail to run out, but I was able to run out yesterday, but not today. What happened?

The decay of plans is very fast. It is possible that a plan established today will die tomorrow. Also, when doing AB testing without changing the material, first check whether it is the material that is the cause, and then check whether there is a more reasonable plan combination, and whether the set advertising groups conflict or compete with each other.

3. I built the plan roughly according to this logic, so why can’t the plan go as planned?

There are many reasons. AB test price increase, each time increase 15%-20%, or change the price without changing the orientation, then the problems that can be found are price, orientation, crowd, Lycra, etc. If these two are not enough, it is basically a problem with the material. Then, repeatedly review whether your own people, goods and places can be optimized.

4. Everyone is playing Qianchuan, and I want to play it too, but I don’t know if I am suitable for Qianchuan?

Generally speaking, it mainly depends on how much profit your product can make. Whether it can support the cost of traffic investment is the basic factor. You also need to add the return rate of the goods, the cost, shipping, packaging fees, etc. These are all to be taken into account. It is definitely not just the cost of traffic investment, because sometimes the data from the investment is very beautiful but not profitable.

5. If I were a DP company, how should I decide whether a brand broadcasting project is worth taking?

From the perspective of how much money you can make, how much profit can this project brand bring you? The second is how low the price of this product is. Is it lower than that of its peers? Is there a price advantage? If the brand only cares about sales and does not consider the cost of investment, then this situation can also be accepted, and there will be good cases.

6. In the early stage, in order to get the plan out quickly, I offered a relatively high price. Later, I felt a little sad. Should I stop it?

First stabilize and see what the cost is. Sometimes the plan is delayed and the data is not accurate. You can also let the plan run the model first to give the system time to learn. After a period of time, the data will be accurate, it will be easier to continue the plan, and the cost will gradually decrease. Pitchers are really made of money.

8. End Note

This article is actually about the basic practical aspects. For me, if I have to discuss complex and innovative issues, I will definitely discuss them in the circle first, and then practice them myself. So there is not much meaning in writing those that do not need to be verified and have a high degree of difficulty, because most people are still at the 0-1 or 1-10 stage.

On the other hand, for those in the 0-1 stage, reading this article is enough. From the cognition of Qianchuan to the creation of a new plan and then to test optimization, it will allow you to practice for a period of time. After this period, we can exchange deeper ideas and gameplay.

Besides, a trader or pitcher is constantly building plans, optimizing, and spending money to prove his or her own ideas. During this period, he or she will doubt himself or herself and everything he or she knows. This is basically because there is no successful plan or case. For all programmed things, there are underlying logic and algorithms to follow. As long as you start from the bottom and the basics, and slowly experiment, optimize, and review, you will always find a way.

Finally, all pitchers are raised with money, tested through a lot of planning, and constantly self-doubting, correcting, and persisting. I hope everyone doesn't have to worry about anything in the future, just keep pitching~

Author: Deer holding flower

Source: Deer holding flower