Before talking about this topic, let’s first understand a truth, for the company, is the current goal consistent with the long-term goal? The answer is no. The same is true for Pinduoduo, what is the long-term goal of Pinduoduo? Everyone probably understands it, and the goal of doing e-commerce is the same as you and me.
There is no need to talk about long-term goals, let’s just talk about the short-term goals of the platform that has a lot to do with you and me.The reason why the promotion of through trains is easily limited recently is related to the adjustment of the platform’s short-term goals。
We know that the platform assessment navigator score is right, and there is also a link weight, which determines the number of links in terms of link weight. What affects link authority? Navigator points and through train bidding, of course, there are other customer service response rates, delivery timeliness and other miscellaneous. Let’s just say that the navigator is divided and the through train bid.
If the platform takes profit as its main goal, which of the above indicators do you think will have a higher weight? Of course, it was a through train bid, I set the through train weight coefficient to 100 and the navigator score to 2. Do you think that as long as the bid for the through train is high, the order quantity must be high, because the weight is high.
What about the other way around? The weight coefficient of the through train is 2, and the navigator is 100. You will find that the increase in the number of through train bids is not obvious? Because the navigator points, that isIf the quality of the product cannot be improved, he will not be able to go up to your single quantity。
After understanding the above truth, let’s talk about the restrictions on the promotion of through trains, and everyone will understand much better.
01 The main reason for the restriction of through train promotion: the score has fallen
In fact, there are many reasons that will lead to limited promotion, such as too low deposit, too many unshipped orders for new stores, exaggerated publicity, price violations, etc. Promotion restrictions caused by the above reasons are still relatively rare, and many of the stores I operate on my behalf have recently been linked for one reasonPromotion is limited, that is, the navigator is divided, both less than 10%。 To put it bluntly, there is a problem with the quality of the product.
It can be judged that this year’s platform focuses on product quality, followed by price. That is to say, the high quality and low price we are talking about, in fact, there is no need to be so pessimistic, judging from the data of the stores I have received on my behalf, the best product this year is like this.
According to product quality, we can divide it into 5 gradients: high, medium, high, medium, low, and low. For the through train, the bidding range is also high, medium high, medium, medium low, low, 5 gradients. For example, the gradient combination of low quality and low bidding, because of low quality and low cost, can naturally be lower than the bid.
But now the through train has said, it is impossible for me to let you drive your low-quality product, so low + low direct PASS. The platform wants low-to-medium products and above, andLow quality + low bidding, this gradient combination is the perfect combination that the platform can currently use to start volume without limited promotion。
02 Promotion is limited, consider changing products first
The low + low mentioned above is no market, you will definitely not be able to play low-quality products, what should you do? Hurry up and change the product. Don’t look for this kind of quality product. The store I run on my behalf has also received such a product, and the cost is only a few dollars of gadgets, and I thought the price was too cheap, it must be easy to recommend. At that time, I should have thought that cheap goods were not good, the cost was low, and my selling price was also low.
What was it like to start driving? Run with profits, and take off directly in the second stage. So everyone metIf you know what to do if the flow is cut off in the second stage, you just can’t do it。 I have a super advantageous explosive product, and I have never seen a second-stage interruption.
The through train is taking off, and it is one or two hundred orders a day, I think this link is too smooth, but on the 4th day, the promotion is limited, and when I look at the comments, 3 of the 10 ones are one star, all of which say that the quality is not good. What to do? I really tried to start a new link before, but the new link continued to be promoted is limited.
There is no way, I can only let the supplier change the product to see if I can find a better quality. I did find an alternative, but the cost is much higher, it is better than nothing, the cost is high, the selling price is naturally not low, and then play strong payment, the through train is not as fast as before, but fortunately, the order volume is stable, and there has been no problem.
The kind of way of making a wave is an idea, but it is more suitable to make high-quality products for long-term stable money.
03 Promotion is limited and can be intervened by humans
It is normal for the product quality to be restricted, the key is that my quality is average, just because the promotion of 2 bad reviews at the beginning of the promotion leads to the restriction of promotion, I am not convinced, there is no way, the rules are the rules, the platform promotion is limited to look at the proportion of bad reviews, a total of 10 comments and 2 bad reviews, and the negative review rate of 20% is also not good. What to do in this situation? It is human intervention.
First of all, the evaluation is polite, there was a wave of saying that it would not be included in the DSR, and recently it was said that it was counted, and I didn’t know which one was the standard over and over again. Regardless of this, anywayI am now doing agency operation, and I have a new link to the new store, but if I feel that the product quality is not good, as long as there is no evaluation, I will open the evaluation and be polite, bid 3.5 yuan.
It’s not because Party A has money, but first quickly pull out some picture reviews and five-star praise, otherwise a bad review may kill this link. It costs a lot to evaluate the gift, and you can spend 1~2,000 yuan a month, so I use a custom amount, if this link is rated, I will reduce 3.5 to 1.5 or 1, saving money is making money.
In addition to polite evaluations, there are also Duoduo treasures, which is also a way to quickly improve your rating. Whether to do this or not also needs to be evaluated, this budget is much higher than the evaluation of politeness, and it is meaningful to do it, I usually use this for event links.
Because the score has fallen, it is not the promotion but the resource bit, which is unbearable, and if the resource slot is gone, there will be nothing. Then add a lot of treasures to make up for that, divide the navigators, and everything will be back to normal.
The timeliness of entering the treasure is relatively long, not today’s operation, and it can come out tomorrow, it will take a week or even longer, so let’s consider that we can get the results out before the score is lost, don’t after the score is dropped, the resource space is gone, the promotion is limited, and the result comes out, and it may not be able to catch up, then it will be in vain.
04 Finally
Don’t panic when we encounter promotion restrictions, first check what is the reason for the promotion restrictions. What if it’s not a quality problem? That’s much easier. The new store I encountered before suddenly issued hundreds of orders that were not shipped, which caused limited promotion, and I quickly shipped the goods and waited for 2 days to resume.
This year, the platform is to pay close attention to product quality and service, everyone still try not to fix that kind of junk, limited promotion tells you that the product is not good, it is not good, I am afraid that the quality will not give you the invisible power reduction caused by the traffic plummeting, you don’t know what the reason is for the order, you have to guess.
All in all, making products of medium and low quality, coupled with low production ratio bidding, can not only start the volume, but also last for a long time, which is the best promotion strategy this year.
