Project Background
The merchant is a distributor of baby and maternal products. It joined Pinduoduo in Q3 of 2025, mainly dealing in cost-effective diapers and cheerleading pants. In the early stage, the company faced problems such as high compliance thresholds in the maternal and infant category, low brand trust, and a consultation conversion rate of less than 4%. Only over 300 orders were issued in the first month, and the lack of clear compliance information led to significant concerns among users.
Core operation strategy
1. Compliance and trust system establishment: Assist merchants in completing the qualification filing for diapers, prominently display quality inspection reports, hygiene licenses and other compliance documents on the detail page, and mark the core selling points of "0 fluorescent agents, ultra-thin and breathable". The main image is paired with real baby usage scenarios to enhance trust.
2. Precise traffic and activity binding: Relying on Pinduoduo's data tools to analyze the profile of the mother and baby population (mothers aged 25-35), target precise keywords such as "affordable diapers", "ultra-thin warm-up pants", and "newborn diapers", and optimize the direct train placement. Sign up for Pinduoduo's "Baby and Mother Products Special Session" and "New Mom Support Program" to get official traffic preference.
3. Group buying and after-sales optimization: Set up promotions such as "15 yuan off for two-person group buying" and "Free wet wipes for orders over 3" to enhance the conversion rate of group buying. Activate 7* 24-hour dedicated customer service, and formulate standardized responses for issues of concern to mothers such as "size fit" and "allergy risk", with the response time controlled within one minute. Introduce services such as "Free trial packs" and "return if not satisfied" to lower the threshold for decision-making.
Project outcome
After three months of cooperation, the monthly sales volume of the store increased from 300 orders to 6,200 orders, and the GMV exceeded 370,000 yuan. The newborn diapers became a new bestseller in the "affordable mother and baby" category on Pinduoduo, with monthly sales exceeding 3,000 units.
The consultation conversion rate has increased from 4% to 10.5%, the proportion of natural traffic has reached 38%, and the customer acquisition cost has decreased by 35%.
The store's DSR score has been raised to 4.8 points, with over 800 high-quality positive reviews accumulated. It has successfully passed the compliance review of the mother and baby category on Pinduoduo and obtained the priority access qualification for major promotion activities.
