Pinduoduo, can’t escape from vulgar marketing?

Today while surfing

I saw a message saying: Open PDD's men's shower gel page and you will discover a new world

So I followed the message prompt, opened PDD, and typed "Men's Shower Gel" in the search bar.

Wow, all the pop-ups are: X man savior, strong after washing, great all night

I can't do it right away.

This picture, this word, this scene

This is me not spending money

Can you see it? ? ?

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There are even some main picture page slogans that make single people cry

A real man will understand after washing

Single Use with caution

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When I randomly clicked on a page, the content was even more straightforward.

xxx shower gel

Refreshing and energetic, warming the yang and strengthening the body

Man Gas Station

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Accompanied by detailed introduction:

Rich and dense foam,

Just rinse and wash away your fatigue.

Revitalize you |

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The worst part is that on the detailed page, the introductory advertisement considerately reveals the unspeakable secrets (?) that have been bothering everyone for a long time, and lists the applicable groups, breaking down the audience's psychological defenses one by one.

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If you don't understand, just ask, if these things are really so easy to use, then why did the two-character celebrity who sang "Rolling Pearl Curtain" some time ago insist on using Haigou Pills? ? ? ?

In addition to these shower gels, PDD also describes soaps, and the big cake constructed by the copywriting is even more exciting——

Breaking the defense

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This copy brought me back to "Animal World" and teacher Zhao Zhongxiang's wonderful opening remarks: Spring is here, everything is reviving, and it's mating season again... Wait, this is just shower gel and soap, soap, soap. Why does the marketing have to use such a weird marketing point in the homepage promotion?

And this paragraph about the product description

It made me doubt

Is the merchant responsible for toiletries?

Any misunderstanding? ? ?

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SOS, what kind of weird underworld logic is this?

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What impressed me even more was that at the very end of the introduction page, the merchant specifically released the advertising law

Legal awareness can

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In addition to men's shower gel, even the marketing on the women's side

Don't let go

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Image source: Tuyi

The same routine as men’s shower gel: grasp the pain point and poke the defense line (although I don’t quite understand the basis for this pain point)

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Image source: Tuyi

And besides shower gel, there are other magical marketing angles to get rich on PDD.

Its colorful page looks just like the re-employment of a miracle doctor actor who was laid off from a local TV station, as if it had made a decision that went against its ancestors by moving the TV commercials to PDD.

And told us in an outrageous way:

There is a bright future for everyone

Foot Warmer

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Image source: Tuyi

Quitting smoking addiction

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Improve memory

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Abstinence

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It is never too late to turn back

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Tattoo Removal

This oath is not to be

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Cervical spondylosis treatment

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How many things are in the hearts of office workers? They are all hidden in the page search

If I had known that shower gel had miraculous effects, why would I have gone to such great lengths to look for sea dog pills?

PDD always tears into pieces the dignity that adults have struggled to maintain and then stitches it back together neatly with a relaxed attitude.

Paternity Test

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As for the keywords we type in the search page and confirm the search, we never know what results we will get. It is like heaven and hell in one second. This kind of excitement is like opening a blind box. Only we can think of it, but no business can't do it.

I have summarized the PDD advertising routines in these categories today.

1. The font size should be large and the color should be colorful

2. The design is as tacky as it can be. While others are inward-looking, I am lying flat, or lying flat like crazy.

3. Edge ball, edge ball, edge ball, as long as you don't step on the thunder, you can play crazy

4. Grasp the core marketing keywords and bombard them with content

5. Demonstrate effects (pictures, promises, curses) to break down psychological defenses

Especially for toiletries, the original marketing focus should be on whether the washing and cleaning effects are satisfactory and whether there is any irritation to the skin, but now it has to start from the direction of soft pornography.

So this borderline ball is right on the edge of the advertising law, crazy | testing! ‍‍‍‍‍‍‍‍

Author: Advertising Circle Headlines

Source: Advertising Circle Headlines