Pinduoduo merchants self positioning: help the platform make money or help the platform make users

There is a line in Xingye's movie "Domestic Lingling Paint": Even a piece of paper towel has its use 。 Looking back at our e-commerce business, why does the platform give us traffic? It is because we are useful to the platform. If you have no value to the platform, then the stores you open on the e-commerce platform will not have any traffic and single volume.

Take Pinduoduo as an example. Our business has two values for the platform, Either help the platform make money or help the platform make users There is neither. You can stay where you are cool.

These two values fall into the specific play methods, namely the current forced payment and natural flow play methods. You can make money for the platform by playing strong payment. How much will you pay the platform by selling a clear code? In order to make more money, the platform will give you more orders;

Don't you play natural flow to help the platform earn users? If you can open a ramen shop offline and offer 9.9 yuan for free, can you bring a steady flow of traffic? The e-commerce platform also needs you to be a philanthropic businessman and help the platform constantly drain.

01

The essence of business is benefit exchange

There are often e-commerce Xiaobai operate Shout in the crowd, who can lead me. Those who can ask like this are either naive or chicken thieves. Innocent thought that there would be saints who would help others without paying back. The chicken thief wanted to pay for others' knowledge.

We should ask ourselves before doing anything, When we ask others, why do they help you? The answer is, there are only interests 。 Even if someone does not want money to help you, it is also for the sake of fame. Fame will bring benefits naturally.

It is needless to say that the e-commerce platform is a place for commodity trading. The platform spends billions every year to invest in advertising and recruit new users. What does the platform hope for in exchange for advertising fees? These users can bring value to the platform, which is money.

Where the money comes from, it is naturally the merchants. The platform gives traffic to everyone, so it is natural for everyone to pay for the platform, Business is trade, don't want to go whoring for nothing , unless you really feel that you are an excellent rule maker who can control the platform.

There are only two demands of the platform, namely, payment or traffic. Why is there little natural flow on Taobao? Because the platform penetration has reached its peak, there is basically no room for new recruitment.

While Pinduoduo still has a large number of first-line and second-line buyers and a large number of lost buyers. The platform needs everyone's low-priced products to drain the platform and retain users. At this time, even a piece of toilet paper has its own use.

02

How to help the platform earn users

As the above example, when offline physical stores are opened, we will definitely engage in low price and profit giving activities to attract a wave of users first. I opened a new kebab shop downstairs. I bought one and got one free three days before the opening. If there are too many people in line, don't refuse it.

If the store has capital intervention, raising 2 billion yuan, and playing hardball with the barbecue store next door, it will almost not cause loss of users, but maintain the grand queue all the year round.

The idea of e-commerce platforms is the same. Now the price perception of e-commerce platforms is probably the same, with the highest in East China, the second in Treasure, the lowest in East China, and the lowest in East China.

In a short period of time, it is unlikely that the share of each platform will fluctuate violently. However, three or five years later, the concept of low price will be deeply rooted in the hearts of the people, and more and more buyers will come to the company, and the stickiness will become stronger, Once you have users, you will have the right to speak. It is easy to realize 。

So, do you know how to help the platform earn users? Only low price is enough. Low price is a sharp weapon that will never change. Let's put it this way, In the face of absolute low-cost links, any operation technology is floating clouds 。

For example, I sell a genuine Apple phone in 1999. Do I need to operate it? I don't need it at all. I have one main picture, and I don't want to put the details on it. SKU writes whether it likes to buy or not, and it can sell well because of the low price.

In order to maintain the concept of low prices, the platform also knows that low prices must be extremely low profits, and there is no profit to share. But in order to retain users, it will also allow people to get traffic without paying. Do you think the platform doesn't want to smoke? I really can't smoke.

Some of the manufacturers sell them at the cost, and the profits at most support the operation of their own factories. The platform also understands that it will try to deduct as little money as possible to give you natural flow. So, Natural flow equals low price If you are really the lowest price in the whole network, you can help the platform to earn users and play natural flow.

03

How to help the platform make money

As a compulsorily paid player, this topic is familiar to me. To help the platform make money is to send money to the platform. How? Send it by the through train. The merchants who help the platform to make money have no advantage in price, so they will not help the platform to drain, on the contrary, they will let the platform users lose.

After a wave of price increases last year, the platform merchants lost some users. Very normal, Buyers are not loyal to the platform. They can go wherever it is cheap 。 Since high selling prices are not good for buyers, why will the platform push your high selling prices? Because you can bring money to the platform.

For the same goods with a cost of 20 yuan, if the manufacturer sells them for 22 yuan, they will earn less than 1 yuan each. If you sell them for 39 yuan, you will earn less than 1 yuan each. Why is the profit high but not much? Because you need to invest the extra 17 yuan into the through train, so that you can get the order quantity at a high price.

You may ask, since the money I earn is the same, why should I play forced payment? That's because everyone's costs are so different that you can't play natural flow. The cost of taking goods may be the same as the selling price of tens of thousands of other people. Do you still play natural flow? Dream it, you can only increase the price to play compulsory payment.

However, taking forced payment as an example, it is not easy for you to play. So many people give money to Pinduoduo. Why should the platform fall in love with you and give you traffic. That's because Your internal skills should be better than others', and your bid should be higher than others', so the platform will give you more of the only paid traffic 。

Compulsory payment is the main way to play this year. After all, there are only a few manufacturers. Most of them are agents, brands and agents. There is no second way to go except for compulsory payment.

04

last

If you want to make money on Pinduoduo or other e-commerce platforms, you should clearly know your position. What can you bring to the platform?

Everyone is an adult. Be realistic. If you don't have price advantage, don't think about playing natural flow. Just pay for the platform and buy the quantity with money.

Author: Tiger talks about operation, author of the operation book "The Master of Full Stack Operation"; Person in charge of the knowledge planet "Tiger generates power in e-commerce circles"; E-commerce operation Promoter Daniel, operator of 10 million water projects, multi platform columnist, focuses on product operation and promotion, is good at brand building and explosive fund manufacturing, and is known as the "shoulder of the operating world".

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