Example analysis of Enterprise Station product pricing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

About the enterprise station products to price, there are two kinds of sound. A kind of marketing-oriented web site products do not need to price, so the customer's inquiries have a flexible price area; the other is that the price will make the customer at a glance, thereby increasing the conversion rate. This article will not discuss the pros and cons of these two methods, to talk about drizzle remote control parking lock products in the pricing and adjustment of those encountered.

Sales channels affect their prices

At present, the company sells remote control car lock online mainly has two channels, both search engine and Taobao. These two channels are priced differently because of their operating costs and customer base. The company currently implements a dual-track web site and shop products. Why the dual track, the company is the following thinking.

1, Taobao Platform

Taobao platform to buy products from buyers, most of them are personal buyers, usually a small amount of orders. These consumers, most of them have a cheap, love bargaining, price-sensitive and other common factors. Plus Taobao platform on the Smart car lock products, the buyer's selectivity is relatively large, so its product pricing can not be too high.

If the company operates the product, the price of its manual products ranging from 30-120 yuan, the company decided to take the middle price, both about 70 yuan, so that both the flexibility of product bargaining space, but also to maintain the profits of products to maintain the store and the company running. The following is the Taobao platform for this product price and sales screenshots.

2. Search Engine

From the search engine over the traffic is relatively miscellaneous, both individual consumers, but also the company units and other major customers. Overall, its flow is mainly personal. The company's website product price positioning is higher than Taobao shop more than 30%. Why is the product so positioned?

Compared to the Taobao platform, consumers have fewer choices from the search list. such as remote control parking lock Search home, in addition to Baidu products, 58 of the same city and other pages, the remaining only 4 manufacturers. Plus the site to do the bidding, its consumers in the home page will not generally choose more than 15. It is based on the consumer's choice of less range, plus parking spaces to lock products need to install, maintenance and other after-sales service, some consumers will choose to belong to the region's manufacturers.

The consumer's choice is less, the thing to dilute is expensive, the website can moderate the product price elevation, thus maintains the website normal operation and the promotion and so on. The following is the price of the product for the main website.

Second, the target customer base determines its price

Ordinary products of its customer base will generally be divided into low, medium and high-end customer base. The company's customer base for automotive remote-control parking lock products is divided into ordinary consumers, high-end consumers and wholesalers.

1, ordinary consumers

For ordinary consumers, price-sensitive, small amount of procurement. The company's strategy is to launch a variety of entry-level and cost-effective common products to meet the needs of most ordinary consumers.

2, high-end consumer

This type of consumer has a certain pursuit of quality, although its customer base is very small, the amount of purchase is not much. The company adopted the strategy is the introduction of several high configuration, good selection of products, and then through the packaging marked the sale price. 1 of these products are worth more than 10 ordinary products.

3. Wholesalers

Wholesalers are mainly real estate companies, property companies, for such customers, the company on the website marked "wholesale price negotiable." For big customers, many times need to communicate, follow up, and even interview can be difficult to obtain orders. The company does not want to let the overpriced products lose a big customer.

Iii. Other factors

There are many factors affecting even the price of the product, this article refers to a rough explanation of the company in the decision and adjust the price of products to refer to several important factors, the right to be a reference.

1, the cost of the product and inventory

Cost is absolutely a key factor in determining the price of a product, and inventory affects the price of the product. If only the goods will be dedicated to do special selling, said the good is the special sale, said not good is to sweep inventory. There are also such as a good deal, group buying sites, and so on, most of the clean-up inventory. Product inventory, drizzle remote control parking spaces are OEM products, how much demand on the production, with production flexibility, so there is no inventory factors.

2, Brand factors

If the same is to do the car lock, domestic first-line brand price is often higher than most products, but the sales are still better. Famous brands are often synonymous with quality and after-sale service, and their products have brand additional value. The author of the company's products, almost no brand awareness, so can only strive to improve the brand influence.

Iv. Tips on Pricing

The small techniques described below are the experiences of drizzle products in practice.

1. Wide Coverage

Companies for different consumers, launched a number of series of products, such as the main push price, the main push wholesalers, the main push the quality and shape and so on. The price of its products ranging from 30-1800 yuan, basically covers the area of more than 90% of consumers.

2, Price segmentation

If the company A-type products than the overall level of a little higher, but through the introduction of other related small products, product packaging and improve product prices. In this way, although the product is priced slightly higher, it does not affect its sales. I would like to remind that these related products consumers need to have demand, if there is no demand, the final bundle is not sent good.

3. Non-integer method

Most of the company's products are the mantissa of 8 and 9, such as manual products are mostly in 99 yuan and so on. So from the consumer psychology point of view, decided that the product is not super high three digits, is an acceptable range.

V. Write in the last

Enterprise Site product prices should not be marked, the author of the company is also doing different tests, such as 3 remote control car lock site, only 1 price, and the other 2 are not marked. If the month or quarter as the unit, I believe that there will be some reference value of data.

Article by the drizzle special parking lock www.cws58.com/cws/Original, reproduced please indicate the source, thanks!