The principle of pricing two major commodities

Sensory Logic, a marketing consultant for "sensory logic", said: "Successful stores use expensive goods to create complex feelings with anger and happiness." Here we can find that the emphasis is on anger and happiness, how does this feeling come about? It is believed that most of the electrical Shangdou have understood the meaning of it. High-priced goods come from anger and happiness. Like shopping friends will know that some stores always put some of the same products, its price is generally very high, this price may be other goods several times, or even dozens of times times, because businesses want to make money? The answer is No. So what does it do? We call this a "anchor." What is "anchor"?

Before we talk about him, let's take a look at the following example, there is a chain of products with good quality, high price and famous, they sell a magic toaster price of 1399 yuan. They later added a slightly larger model, the price is 2289 yuan, guess what happened? 2289 Yuan of unsalable mess, you are not a bakery, want a big model of why? But the 1399-dollar sales volume is about a double.

The above example is not difficult to find 2289 yuan is the price of the anchor point of sale, at the beginning of the time without this anchor point, we always think that too expensive is not cost-effective, but then put on a 2289 yuan, 1399 yuan is not so expensive, people will convince themselves that this is good very useful, 2289 yuan have the function, 1399 yuan all have, why not choose it? 2289 Yuan Although not a few people buy it, but it has improved the consumer is willing to pay for the bread machine price, of course, E-commerce industry anchor Point of the setting and confirmation is more clear, the impact of this anchor point more factors, we can carefully study, Including the credibility of the company, the credibility of the site, etc. can also allow the anchor point in a certain interval floating.

To this end 1992 Teoski and other people published a number of points of view, summed up the two major retail principles.

Rule number one: avoid extreme

Surveys show that when consumers are unsure of the product, they will avoid buying the most expensive or cheapest, the best or the worst, most of the choice between the middle, why so, we can study the consumer psychology!

Rule number two: weigh the contrast

The trade-off principle is that if a object is significantly better than a poor ethyl, consumers will tend to buy a--even if there are many other options, even if there is no way to determine whether a is not the best of all options, just a better than B is a selling point, it carries a far greater than rational weight, it is obvious that shoppers, To choose a reasonable thing, he can tell himself that buying a is better than B.

Based on the above two principles, we can spread the idea of diffusion to every corner of the electrical business site, let the price and selling points through the contrast, the anchor point full performance, many stores for the commodity selling point will not be clearly identified, which greatly reduced the probability of a deal, we often in the design of the Web page, in the study of conversion rate, Progressive user experience, but often ignore these two major principles.

People are always very stubborn to choose what they think is right, in the traditional sense of the price, for example, 888 yuan, 999 yuan, in the electric business enterprise sales in the psychological role of less and less, electric business enterprises should carefully read the two principles, combined with the current network shopping in various aspects of the specific implementation.