This is part of a series of profiles on Pinduoduo’s seller community.
Name: Dai Jiahao, in his 20s, took to livestreaming on Pinduoduo to promote his family’s jewelry business.
This is his story, as told to us at Pinduoduo.
I run the official flagship store of Daidaihao Jewellery. Two years ago, I ended my five-year military career and returned to my hometown of Donghai.
When I first came home, I was overcome by a guilty sense of disconnect. My comrades from the army were either still serving the country or had left the army to work for other companies. I was doing neither at the time, and I felt like I was stuck in limbo. After some time had passed, I decided to try starting a business.
My First E-Commerce Venture
In 2017, the e-commerce market was rapidly expanding, and I wanted to partner up with my family’s crystal business to sell their products online. I initially decided to use Alibaba’s Taobao to sell our jewellery, promoting it via livestreaming.
At the start, I was doing everything by myself. Every day, I would receive stock in the morning, and livestream in the evening. It was exhausting and I was getting very mediocre results. Although most ventures start out rough in the beginning, I had a bad feeling that it wasn’t going anywhere on Taobao, so I kept my eyes out for other opportunities.
Around this time, I became interested in trying Pinduoduo (PDD) after hearing that it receives a high volume of customer traffic and has an interesting business model. In my early stages as a seller, I relied on marketing my products using images and text. I learnt about how other stores operate on the platform and followed the basic procedures of uploading new products’ details and responding to customer inquiries. Business was neither bad nor especially good, and while things seemed to be gradually improving, I knew that I wouldn’t be able to make the breakthroughs that I wanted if I didn’t change the way I used the platform.
At the end of 2019, PDD introduced Duo Duo Live, and I felt like this could be an excellent opportunity for me to promote my products with a more personal touch.
When I first started livestreaming, I knew that I would need to make my stream stand out if I wanted to be successful. There are different routes sellers can take in the jewelry business — they can sell either high grade, authentic jewelry or low-grade, fake jewelry. I chose the more stable and long-term option, which is selling certified authentic jewelry. Over time, this has proved to be the far superior option, as it has allowed me to build a credible reputation with my customers.
There are some people who believe that PDD users only want cheap bargains and don’t purchase expensive, luxury goods. However, this is far from the truth, and my store is proof that sellers of high-end goods can thrive on the platform. After I started using the livestream feature to promote my products, my number of sales not only increased more than ten-fold, but the average order price per customer also doubled.
Livestreaming is an effective way to gain attention from potential buyers, giving sellers a means to market their product outside of the product’s positioning in the search engine.
I still vividly remember the first livestream I ever made. The stream was two hours long, and despite having done little preparation, it was viewed by 2,850 people. From this initial livestream, the conversion rate of viewer to customer was an incredibly high 37.3%, completely exceeding my expectations.
I had uncovered a gold mine in Duo Duo Live, and from then onward I would need to try out different methods to find the optimal way to tap into this source of customers. Livestreaming can be unpredictable, and if you don’t constantly innovate and improve, you may find that viewers get bored and look elsewhere. Sellers need to keep this in mind if they want to continuously make breakthroughs with the streaming feature.
Following this, I began to heavily engage in the marketing activities offered on PDD, and I saw an even greater increase in sales thanks to my store’s credible reputation. Eventually, I broke through to 500,000 yuan in daily sales.
By the 315th day, sales nearly reached two million yuan, and my store’s follower number also increased by 67,000 on the same day!
After reaching my dream milestone of one million yuan in daily sales, I began to feel that nothing is impossible as long as you take advantage of the right opportunities. Livestreaming is one such opportunity for those of us involved in e-commerce.
My store prioritizes promoting cost-effective products via livestream. Yet, cost-effective products must also come with the guarantee of being high quality. The products we sell are 100% guaranteed authentic, so my team and I take it upon ourselves to personally inspect each product to ensure its authenticity.
At the same time, the products that sellers showcase in livestreams need to be distinctive, as common, widely available goods are significantly less effective for live stream promotion.
An engaging live stream host can only take a store so far — the store also needs to offer a good array of products. For each livestream, I make sure that I have a selection of new products to showcase to the audience.
I take viewer feedback into careful consideration when preparing these streams, and I continuously improve and adjust my live streams to align with what customers want to see. It’s almost akin to a teacher giving a lesson: you adjust the lesson based on questions that students have, rather than just reading off a lesson plan.