Tido Richun always with the cold

After Tido Richun also always with the cold, stay for a long time will let people lose the feeling of the season. However, when you walk in the street every day, looking at the thin clothes of pedestrians, as well as the occasional flash of black silk white legs, the heart how much can confirm: Hey, spring really come!

Judging the season from pedestrian dress, it is regarded as a great privilege for the people of the royal city. I also take advantage of "dress" This topic interest, about to dress Assistant Beauty CEO Guying Cherry, want to profoundly review "prodigal Niang Son" of the consumer psychology. In the telephone communication with Guying Ying, we mainly discussed a topic, namely "when the user said to buy a product, what she really want?" ”

The cause of this doubt is a "tie-in shopping" exercise for the dressing assistants. This activity allows users to buy a combination of two or more than two items, enjoy a certain discount. Interestingly, this activity discount is not big (generally around 90 percent), but the user feedback data is very unexpected, which I am most impressed by the significant increase in the joint purchase rate. According to Guying Sakura introduced, clothing electric business Shopping guide's average joint purchase rate of about 1.1 (average one order contains 1.1 items, or sell a commodity can directly drive additional 0.1 pieces of purchase), dress assistant did not do "collocation" before is about 1.3, and in "collocation" This index has grown to 1.68, and all orders are matched by a purchase rate of 45%.

Since it does not offer much price incentives, how can the user's willingness to buy be enhanced?

According to Guying Sakura speculated that behind the reasons are probably the following:

First, "Collocation" is originally the use of women to buy clothing purposes. When a user buys a product, it's not the product itself, but the "I'll use it in any scenario". This is reflected in the attire that requires a specific match in a particular scene, especially for contemporary women who are not scarce in matter. Clothing assistant before only Taobao shopping guide, because the function limit can not be purchased on the depth of development. This time through the self-built trading platform to make the front-end experience smoother (such as a key purchase, etc.), coupled with a certain price incentives, so that the user's potential to purchase a better release.

Second, the feeling of "taking advantage" is more important than the essence of taking advantage. For example, the pricing strategy for "tie-in buying" is to buy two or two of all 90 percent of the same collocation. This leads to an interesting psychological effect: first paired with the core product a gives the user an anchor price. The user will find that the psychological meaning of "buy B" is equivalent to "buy a a+b", rather than buying a single item of merchandise b, when referring to product A, which evaluates the same collocation. Because the user's focus at this point is B, and the marginal benefits of buying B are placed very large, users are more likely to make the purchase decision. After buying the psychological threshold for B, "by the way" to buy a portfolio of A is also a logical (interestingly, A is the original core product).

Another example. The "tie-in purchase" activities of the dressing assistants were made in 3 rounds, and when the 3rd round tried to increase the average price, it was found that the order number increased by 50%. In fact, after the adjustment of the commodity prices and adjustment before the similar, but the user in making the purchase decision, the intention to pay for physical goods significantly higher than the service (Express). From another point of view, the feeling of "taking advantage" is preceded by the essence of taking advantage.

Third, with the purchase to bring more strong use of satisfaction. A common misconception when girls buy clothes is that they always think they can find a better or similar combination if they buy a core product in a match. But the reality is often counterproductive, their own collocation after finding the effect than expected to bring a considerable sense of loss. Users can not explain this, can only query the goods and businesses, the result of reduced consumption stickiness. So businesses should try to motivate users to follow an ideal mix.

Four, finally, put on clothing assistant this product, also benefit from the user, platform, marketing tactics three temperament consistency. Although clothes assistants have been called shopping guides, they are positioning themselves as "fashion from the media platform." Platform aggregation is mainly professional buyers, these buyers have a strong style of advocacy, pay attention to personal brand management, emphasizing the fan economy, the user and buying hands is to follow and be followed by the relationship. From the point of view of the users, they pay more attention to the style, scene and brand label behind the single, tend to buy a series of goods under the same label, "collocation + discount" actually only exert the incentive to the user's original propensity to consume.

When it comes to this, some people may wonder whether the so-called "collocation" is just a kind of marketing innovation, or indeed can become a new business model? It's a matter of opinion, but at least Guying cherry is obviously leaning towards the latter.

In Guying Sakura's view, "collocation" mode of investment, selection methods and traditions completely different, has its own set of operational logic. The choice of "collocation" this angle, means that the platform in the selection of merchants to buy a hand shop mainly, and buy hand shop must be "with the selection of goods" to form a clear style orientation. They need to start from the selection around the "collocation" to do, not a simple marketing planning can be solved. In addition, in view of "collocation" does bring the customer unit price, the increase in the rate of repurchase, this will change the upstream cost structure (including marketing, procurement, logistics, inventory, etc.), which has a stable business model of the core. The most direct result is that businesses can offer a discount of around 90 percent over the long term with the support of a higher joint purchase rate, which is more sustainable and more replicable than the sheer price stimulation of 50 percent below.

It may indeed be, as Guying Cherry said, "collocation" is not only a psychological game about price and commodity combination, but also a consumption pattern that caters to the user's intuition. Perhaps, the future sale of business will no longer be a piece of merchandise, but a specific life scene. Here the merchant becomes our consultant buys the hand, but the brand existence significance, then is provides the systematic solution for our life style.