The noble price of reverse thinking

Price positioning ———— make the Price noble

We can see inside who house and inside who house price war, Micro Bo discussion enthusiastic, see a lot of fans speak because of attention to this matter and poorer buy a lot of wow. There are other industry friends excitedly asked me to say I want to see also buy some books. I have some superficial and impetuous to a disdain of expression, "cut, go to excellence." How weak is the core competition that has to do with price war AH. Excellence should be better than all their books at the moment. "People listen to me, give back to me is every book cheap 4-5 yuan, really more than two home are full."

Xing on Weibo said: "All these years, I have been thinking: apart from the price war, we can do something?" Also give consumers what reason to let them in our online shopping? Everyone is struggling to learn to sell things cheap, how to sell things expensive skills? What kind of reasons are consumers willing to pay for and how big a single is buried? "I replied at the time:" The price war is still to be played, but to play more noble, not less. ”

What is noble and what is lowly?

Shambudu said, you have the ability to sell things cheap, but to sell things more expensive? You reduce profits, you adjust the structure of the company, you compress the flow, you optimize invoicing ... Have you done everything to put the price of each thing down by two dollars and you when the user eats your inside set? They also care about how much work you've done to lower these two dollars? Users will never sympathize with the enterprise. I remember it was a trick to play at the end of the Cultural Revolution. Now we have to change.

The former son asks a friend, if a thing, full street all sell two yuan, I sell two five, you will not pay extra attention. He said: "Yes, and basically I would buy two bucks five more likely." "Pay attention to this, the possibility. What we have to do is raise the odds to above 50% or even higher.

Another example, a company selling socks (kill me also do not say who home, haha), constellation Socks. The quality, design, etc. of the sock itself may not be a top or a great one. But there is a trick, other sell socks a pair of sell, sell at most three only to wear Bai. This one is sold, the price is similar to a pair of socks, because the product is split, but also did not make others feel expensive. You can also choose to fill 12 with a 12 Constellation gift box, the thief beauty can send people. But the gift box is more expensive than the 12 you buy alone. I drop, some people buy, users recognize this, you do not, you do not http://www.aliyun.com/zixun/aggregation/8860.html "> understand the user shopping psychology or not."

This is called splitting. You say socks a pair of two, our family can not be so demolished ah? You can take apart whatever you sell. Didn't this guy have a physical affair or a mental affair? A joke, hey.

Let me give you a few examples:

Cosmetics: Now the girls buy more functional cosmetics, you do a basic cream on the product, or basic water, and then with functional essence or essential oil, go with yourself. I guarantee you a big sale! Because the girl is good this mouth, oneself toss Bai.

Clothes: You said the clothes can not be torn down, I did not say that the sleeves can not be torn down, clothes can not unload eight pieces of it. Sleeve to a cable, buttons and so on, you can change the length, color, style of the sleeve, not very good. There are pockets, the lining with the noodles (northeast mink Coat This set), and the front back can be opened, the left side can be opened, clothes can be made of vegetarian, above the decorations can be opened. Don't bother, sell the time you Huai Shen ~

I remember once I went to buy incense, burning inside a fragrant ah ~ aromatherapy. It has a variety of shapes and packaging, I particularly like it has a carry-on bag, time is short, there is a gift of small incense, go out or try incense words best. But before I bought, the precise calculation of the large packaging small packaging, incense length and the price of each gram and so on conversion. Finally, the joy of buying a carry-on bag.

The number of users like me is very small, I counted the beliefs numbers wasted a long time. But then again, it doubled the price and I bought so much. In that case, it loses.

So we have to understand the user's psychological value curve ~ Especially within a critical point. As close as possible rather than beyond, like an exponential function of the ~ infinity approaching ~

So we split up, and then each of them raises the price and it's more expensive to spell? NO

Moderate split, moderate price increase. If you double the direct price, or higher, like euthanasia, very exciting!

Appropriate split: Find the right user, understand the analysis of the use of habits, the formulation of reasonable and effective split and combination of appropriate price increases: 50-80% is reasonable. Why?

In the market in selling similar or similar goods, we always try to lower their prices, the user Guide to the level of simple parity. The higher level of user demand is ignored. In terms of user shopping psychology, the price-comparison process of buying a commodity is only one of the most shallow of the previously left-behind consumer demand. and buy a product, there will be other needs. For example, focus on product quality, use, function, or whether he (she) after the purchase is to stay for their own use or send people and so on. We should also be based on the needs of users to develop different commodity segmentation and price system.

For example, I go to buy essential oil, buy a sweater, buy a mobile phone, I will not go to buy the cheapest one. But maybe buy the most expensive one, why? When it comes to understanding goods, I will pay more attention to the nature of goods than to prices. When I do not understand the goods, I would rather buy expensive, more insurance. Who has not eaten cheap not good goods loss ah.

The same type of goods, slightly expensive, in order to attract the user's attention to the results, so that users have the first impression of goodwill, so that its product introduction and the essence of more concern. The premise is that before the price increase, the full good product design and introduction planning. Don't make it worse than you raise the price, but also a euthanasia.

Don't think first impression is cheap only good impression, Rice has core competitiveness, poor quality, low cost, liar ... These are the first impressions of the price war. You make the price war more cheap, death is not even a euthanasia, more likely to be constipation die, um,.

Please reconsider your users, and don't judge your users by buying only bargains. Their value is what you need to dig. Find their inner G-spot, which is the closest place to the wallet.