Project Background
The merchant is a sports shoe factory in Fujian. In the second quarter of 2025, it expanded its Pinduoduo channel, focusing on affordable casual sports shoes and running shoes. In the early stage, due to the rough visual appearance of the store, the monotonous marketing approach, and insufficient group buying and viral growth, the monthly sales volume was only 500 orders, making it difficult to leverage the price advantage of factory direct supply.
Core operation strategy
1. Factory direct supply pricing strategy: Eliminate middlemen, set the price in the range of 79.9-99.9 yuan, and set up "20 yuan off for group buying by three people" and "30 yuan off for double purchases over 2 yuan", highlighting the core selling point of "Factory direct supply - no middlemen taking a cut".
2. Visual and traffic optimization: The company's design team will reconstruct the store's visual design. The main image will highlight "real person wearing the feet + material detail image", and the product detail page will simplify the copy, emphasizing core functions such as "breathable mesh surface" and "anti-slip sole". Place scene advertisements on Pinduoduo, targeting the "18-45 age group in the lower-tier market", and at the same time launch high-commission promotion on Duoduo Jinbao to attract Taobao affiliate traffic.
3. Event and Repurchase Operation: Sign up for the "Shoes and Bags Special Session" and "Hundred-Billion Subsidy for Affordable Shoes" events on Pinduoduo to increase exposure. Launch the "30-day warranty · Replacement when the bottom is broken and the glue is removed" service to enhance user trust. Push "exclusive 10% off for regular customers" coupons to repeat customers to increase the repurchase rate.
Project outcome
After five months of cooperation, the monthly sales volume of the store increased from 500 orders to 18,000 orders, the GMV exceeded 1.4 million yuan, and the monthly sales of a single style of casual sports shoes exceeded 10,000 pieces, ranking among the top 20 in the "Affordable sports shoes" category on Pinduoduo.
The proportion of natural traffic to the store reached 52%, the success rate of group buying remained stable at 88%, and the customer acquisition cost was reduced by 42%.
The repurchase rate of regular customers has risen from 5% to 14%, and the store's DSR score has remained stable at 4.7 points. Relying on the direct supply advantage from the factory, the store has successfully opened up the lower-tier market.
