Project Background
The merchant is a hardware tools factory. In the first quarter of 2025, it expanded the Pinduoduo channel, mainly dealing in sets such as garden scissors, pruning shears, and spray bottles. In the early stage, due to insufficient product compatibility, inadequate exploration of the demand in the lower-tier markets, and lack of targeted marketing, the monthly sales volume was only 700 orders, making it difficult to break into the markets of towns and rural areas.
Core operation strategy
1. Product and scenario adaptation In response to the demands of the lower-tier market for "home gardening and fruit and vegetable cultivation", we have launched "3-piece set (scissors + spray bottle + gloves)" and "5-piece set (pruning shears + saw + shovel + rake + spray bottle)" combination sets, priced within the range of 29.9 to 49.9 yuan, highlighting "durability, multi-functionality and cost-effectiveness".
2. Precise traffic targeting: Optimize product titles (add "Home Gardening Tools", "Fruit Tree Pruning Shears", and "Essential for Vegetable Gardens"), and place targeted advertisements for the "Agricultural Supplies and Tools" category on Pinduoduo to target users in towns and rural areas. Sign up for the "Agricultural Tools Special Session" and "Daily Sale" events on Pinduoduo to get targeted traffic.
3. Word-of-mouth and after-sales service enhancement: The detail page is supplemented with tool usage tutorials and material descriptions, along with real photos of farmers' usage scenarios. We have launched a "1-year warranty and replacement in case of damage" service, with dedicated after-sales personnel responding promptly to after-sales issues, keeping the dispute rate below 0.3%. Guide users to share pictures and give reviews, and accumulate word-of-mouth keywords such as "durable, easy to use, and high cost performance".
Project outcome
After four months of cooperation, the monthly sales volume of the store increased from 700 orders to 9,200 orders, and the GMV exceeded 360,000 yuan. The 5-piece set of gardening tools became a bestseller in the "Agricultural Supplies and Tools" category on Pinduoduo, with monthly sales exceeding 5,000 pieces.
The proportion of orders from users in towns and rural areas reached 65%, the comprehensive conversion rate of the store increased from 6.1% to 12.3%, and the proportion of natural traffic reached 48%.
The DSR score of the store has remained stable at 4.7 points, and the repurchase rate has increased from 8% to 17%, successfully breaking through in the niche market of the lower-tier market.
