The formation and superiority of psychological stereotype

The psychological stereotype here, is formed in two dimensions, one is the commercial competition dimension, especially in the competition process of electronic commerce and the traditional retailing industry, gradually intensifies and forms the psychological set; another dimension is time, the mental set takes a longer time period to form, This dimension echoes the point that I made in my last column--10 years is a scale!

Then through these two dimensions to analyze the development of e-commerce progress in the formation of the Challenges of consumer psychology is not a challenge?

From Jiuqi year to 2012 years of Double 11 online carnival, undeniable has formed the psychological set is--online commodity prices must be below the line of commodity prices. How does this mindset form? Can be traced back to the initial stage of E-commerce, the earliest retail phase of the E-commerce model is the consumer, that is, through the procurement of warehousing logistics mode will brand merchandise delivery to consumers, from 8848 to e countries are driven by capital, In order to gain the advantage of scale (which is a core benefit of the capital-driven business model), these two are all competitive with low prices, after all, price advantage is the simplest and most efficient of all competitive means. But unfortunately, due to the inability to prove how profitable and subsequent strategic adjustment, the total number of users is too small, payment and logistics problems can not be achieved through a larger capital solution to the sales can not be large-scale, the two companies from the pioneers became martyrs, but their early establishment of this psychological set in the first batch of netizens precipitated down.

Then Taobao Consumer-to-consumer rely on personal sellers Low-cost operating advantage is the use of low-cost competitive means to the extreme (such a model in China under the national conditions there are many fakes, imitation goods, tail, inventory and many other goods can be used for low-cost competition), in this competitive situation, Traditional retailing is limited by the business model (equivalent to the offline consumer) it is impossible to compete reasonably and fairly with the low cost of the individual sellers and the low-cost goods obtained by the complex purchase channel, so the first dimension--the business competition line of E-commerce companies Taobao gain a huge competitive advantage, Coupled with the online mainstream Consumer-to-consumer business model is not the mainstream of the offline business model to pay attention to, so the e-commerce industry in the Consumer-to-consumer business model to obtain more development time, so that the second dimension of the time cycle further gain advantage. Then the line of commodity prices must be below the line of the psychological set of commodity prices formed two dimensions of E-commerce enterprises have gained absolute advantage!

In fact, in the process of forming the low price psychology, the traditional retailing industry still has the opportunity to challenge and change the psychological set, but because the consumer-to-consumer mentioned above is not recognized by the mainstream retailing industry, it is not considered a kind of competition and threat to be neglected!

Until Dangdang, Taobao Mall and Jingdong Mall, such as the successive rise of consumer and the same through the price advantage to achieve large-scale development, the traditional retail industry really feel the competition from the E-commerce industry, but this competition is still low price as the main means, this means also makes the business enterprise long-term into a loss, This kind of state also lets the traditional retailing industry again neglect the strong competition barrier which after the mentality set formation, this barrier to the traditional retail industry after the entry into electronic commerce is almost an unfinished mission, one after another traditional retail industry to build the mall because it can not exceed the "threshold of psychological set" and tepid ...

To participate in the industry alternately retail channel change in the tide of traditional brand in the early days with the traditional retailer is to maintain the same mentality, on the one hand, do not want to be this psychological set to lose their own profits, on the other hand, because the price difference caused by the imbalance of channel interests, Can not reconcile the two kinds of great psychological stereotypes formed by the channel relationship. Just brand unexpected is, this is a tens brand of the world, this is only a part of the brand's idea, in order to gain more competitive advantage in the market, in the market, the 23rd brand-maker to form this psychological set of E-commerce platform compromise, To cater to this psychological stereotype to obtain the extraordinary development to surpass the market's first brand merchants. Second, these have been through the psychological set advantage of E-commerce platform to vigorously support emerging brands, especially in the Platform of Network brands (such as Taobao Amoy brand), through these brands to force the traditional brand merchants to submit. After all, for brand businesses, their psychological set is: Do not worry about where consumers buy their own brands, but worry that consumers no longer choose their own brand!

Just in accordance with the process of psychological stereotypes, the traditional brand merchants began to adjust their operating ideas, from the lower price of the line began to increase the price of the line, resulting in online prices below the illusion of offline. In fact, through the observation of this phenomenon, how much can explain the rapid development of e-commerce in the past few years, inflation has become more severe (of course, the cause of inflation is very much, this is only a simple observation of the author to come to a data and rigorous analysis of the conclusion, and not necessarily accurate) Another phenomenon is that the emerging network brand began to develop under the line, they no longer respect this psychological set, began to achieve online price pricing strategy, and still get good development. From this aspect can be seen, the new psychological set is beginning to form, that is: from the line to develop to the line under the brand, the price can be consistent; At the beginning is the line under the synchronized development of the brand, the price can be consistent.

In the two dimensions of competition and time, the psychological set is not invariable, how to grasp the formation cycle of psychological set and the direction of development, has become a new platform and brand needs constant attention and research of the first issue. Otherwise, no matter how much resources and funds, will eventually be the psychological set defeated, unless this mental set for you to form!