The knowledge of commodity pricing: Select your users in price segments

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If you have 100 items in your shop, how are the prices of these goods distributed? How many items should be placed in each price segment? To answer these questions, you need to understand what price controls are. The purpose of setting up price segments is to cover the corresponding user population, thereby capturing a particular market. The setting of the price section should first of all the categories to the overall analysis, understanding of the platform and competition, and then to the price division of goods, according to the number of goods, sales and turnover rate of each price section of different commodity strategies, thus optimizing the layout of goods.

Price war is a silent war, especially in Taobao, cat such a sales platform, millions of sellers, almost every category of market segments will have competitors, coupled with the early user habits have long been cultivated, using the "Amoy" mentality, to buy bargains, resulting in the competition will be very fierce sellers. This forces sellers to use various means to find their own value points, to do differentiation and personalization. The use of price segment analysis, can help sellers better to complete the differentiation of construction, clearer positioning of the sales group.

The price management of commodity is the core of category operation, which is mainly controlled by the target price segment to cover the corresponding users, thus occupy a particular market. In a region of consumers, their consumption capacity and consumption habits are often fixed, in other words, their brand, quality, price choice will be relatively close, and the current domestic consumers are relatively high sensitivity to the price, if there is an absolute advantage in a price segment, it is likely to occupy this price segment corresponding to the market.

Overall analysis

The overall analysis of the purpose of the class is mainly to look at the price of the main selling goods, how many people are covered, what is the total quantity of goods, and how much is the proportion of each.

Sales can be seen on the main platform sales category, the general platform will be inclined to this category, in advertising, the search word out of the proportion of the results will be focused. Even small categories don't appear in search results.

The quantity of goods basically determines the degree of competition, the general number and sales are linear relationship, if the sale of high, then the number of goods must be high. The reason is simple, the operator will make this category bigger, and add a lot of goods. So many goods, sales, this is generally said the Red Sea.

User ratio refers to the real platform sales target, some merchandise sales are higher, but the actual coverage of the user is not necessarily more, such as the figure, 33% of the sales coverage of 56% of users, such category is the basic category, must do a good job to maintain the user's stickiness, so as to ensure that users will not Although these users contribute less sales, but the loss of small risk, in the sale, you can guide to other categories or high unit prices of goods over, so as to gain profits. If ignored, it is easy to cause overall user churn. Once lost, the cost of redemption is relatively high.

The turnover rate is to see the number of effective sales items. Assuming that all sales of goods are displayed, the number of goods is more, and the low turnover rate, it can be explained that this category of competition is very high. The competition here refers to the competition of the goods in the station, mainly considering the quantity of the goods. Of course, the low turnover rate may be a commodity problem, pricing problems, the new category of problems and many other reasons.

This kind of macroscopic data only looks at the platform the tendency and the competition degree, thus locates own, cannot take the decision-making and the operation basis.

Commodity

For a certain category, from the point of view of the commodity division of the price section, to see several key indicators, you can subdivide a market, and for different price segments to carry out a variety of marketing strategies. I coined a data to illustrate how to operate.

Overall control

The whole control belongs to the scope of a clear problem, only to find the problem, the specific implementation of recommendations to be put in the price section of the specific description. The overall control is mainly to see the volume, and then see the corresponding sales (low) of the corresponding number of goods is rich enough to use the dynamic sales rate, sales, a single product number as a reference, positioning the problem. Take the above data for example:

1, the best sales are 600-900, 900-1200 of the two price segments, the most sales, and the dynamic sales rate in the medium, is the main price segment, to 44% of the number of goods accounted for a ratio of 38% sales, 66% of sales.

2, compared to 32% of the lower price section of the merchandise sales are 15%, and sales of the number of the proportion of only 38%, this is obviously not a "run volume" of a rhythm. There are too many goods, but not small profits but quick turnover.

3, while the middle price segment 400-500, 500-600 of the price segment of the goods accounted for a relatively small, and the dynamic sales rate is higher, belonging to the lack of commodity price segment, that is, the commodity is not rich enough, in particular, 400-500 of the price segment, turnover rate than the average to make 15%, and the The number of items to increase this price segment can be appropriately added.

Conclusion：

The main purpose of the whole class of goods is more than 600 of goods, more than 900 of the merchandise single product number less, can cultivate the core can represent the image of a few single products, and increase the number of pieces of a single product. Low-priced goods too many goods, the turnover rate is too low. The goods in the middle price segment need to increase the quantity of the goods.

Price Segment Scheme

To do the price section is to determine the main price segment of the goods, selected the price segment, the basic selection of the user groups. Dick Silk more like "Taobao" corresponding to the low price segment, Bai Fumi like Noble, corresponding to the high section. Now the whole platform atmosphere is biased to drainage to the cat, and reduce the low price of goods in the search results of the show, search results show that the mainstream price segment of more goods. For example, insist on low prices, search results are less, ordinary users do not particularly to order by price, the idea of cheap goods is long entrenched. But to the Cock Silk Group will not, they are accustomed to "taobao" shopping habits, they will use the price of the sorting, to find which "inexpensive" goods, or how to call cock silk it! Choose to do cock silk, or do white rich beauty? It's entirely up to your character hobby and your own supply of goods. Let's say we give up this bunch of cock silk, and choose white rich Beauty, still the above chart as an example, you can have the following solutions:

1, 100-200, 200-300 of the goods to reduce the number of sales, only to retain the main sales, the next shelf those long-term non-moving goods. The inventory treatment of the sluggish goods do not use the price reduction and other means, will affect the user to store the psychological price of goods sold. Can be used to open a separate shop, or other channels, or even offline way to deal with.

2, 400-500 of the price segment needs to increase the number of new products, to ensure that the goods are more abundant, not too much, or for the exposure of high unit prices of goods, to prevent more than 600 of the purchase of high unit price of the user transfer downward.

3, 500-600 of the number of goods less, moving low, single product number of high, obviously have a burst, or more than 600 to do promotions, you can properly empty out this price segment, in 500 below the merchandise and more than 600 of the goods in the middle to do a quarantine, but not the main price segment, only to do a few fine.

4, 600-900 of the merchandise is relatively low, can be a review commodity, to determine the sale of goods is not good enough what is the problem? Style, quality these internal strength is strong enough, publicity, pictures, description is appropriateness, true. The corresponding optimization of the goods, in the picture, description, product quality three aspects to do fine, on the turnover rate and the number of single items to see the optimization of the space is larger.

5, 900-1200 price segment is the image of goods, since it is the image, must be the quality of goods, and expensive goods, but also Bai Fumi favorite commodity price segment, so it is more stringent than the 600-900 price segment of the product requirements. and further enrich the price segment of the merchandise, and focus on promoting and building. As far as possible in this price segment in the platform to form an advantage, in this price section of the search results show, get more opportunities to display.

The price segment analysis of the commodity is mainly to adjust the quantity of the commodity in the price segment by using the sales and turnover rate to optimize the distribution of the goods. But the limitation is how much data you can get if it is Taobao platform, we must compare the whole platform of the layout of goods, and then combined with their own data to compare, in the mainstream price segment can follow suit, can also do their own good products, these practices depend entirely on their own supply chain.

At the same time, based on commodity analysis is also the embodiment of user purchase behavior, after all, is the sale of users to buy, but for those day-to-day consumer goods and bulky goods play is not the same, deep operation, but also need user data to regulate. Of course, the platform data and user data is not general store can be obtained, if you are an independent platform, or in the platform to do operations, you can refer to.