When was the sky-high training? Pricing Game of SEO Training

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Had started out with ultra-low-price training, an entire year on the Chinese Internet, the newly-developed Internet training Agency, Hudoly, has recently thrown out its 3800-dollar field course outside its 240-yuan online course, which has surprised the fans of the low price policy and left more outsiders unclear. In particular, it is said that the contents of the course and the 240-yuan VIP online courses included in the indistinguishable, only a 30-day face-to-face and one-year advisory services (with a 1-year unconditional full refund guarantee)-such "sky-high training" value?

Why is a profit for sinks such an emerging institution, known for its low price strategy, has also embarked on the path of high-end training-is it covetous? or something else?

Piracy is justified, rising prices are not guilty: the dilemma of Chinese Internet

Throughout the current Chinese Internet, the number of agencies involved in SEO training is numerous, even in the interest of the exchange, which advertised low prices are many.

Basically, the price of offline training is generally over 5000 yuan. If a training is priced below 1000 yuan, the basic certainty is that it will not be face-to-face training: most of the training institutions at the core of the limited number of lecturers, they can recruit more than a few students, in this case, face-to-face costs determine the high price. Due to cost constraints, the main way of low-cost training can only be limited to the charging text, video, audio tutorials and other online means.

In the black ink will not open the Chinese Internet, as long as an organization of the tutorial can sell, then piracy will certainly appear. A famous SEO training organization, whose encryption tutorials have been held for quite a long time (not completely pirated). But it didn't last long, villains, the author of the tutorial, the pirate dealer Outsmart-its encrypted content is finally the end of the leak. Copyright in the current network environment, there is no respect for the possibility-and the marginal cost of the online tutorial, in the piracy market competition, profits will eventually gradually towards zero.

Thus an unbreakable chain of logic formed:

1 because of its pricing, low-cost training can only provide low marginal cost of online tutorials.

2 because online tutorials can always be pirated, piracy will inevitably occur.

3 Low price training target customers tend to choose a much cheaper version of the pirated tutorials.

This chain is bound to the Low-cost training providers in the market space to squeeze very little, in such an environment in the face of competition, low-cost training institutions can only walk the narrow road.

Price increases, has become the training institutions have no choice.

Content is dead, service is king: The trend of the transformation of training industry

In an environment where copyright awareness is weak, a training organization simply relies on creating quality content and has been unable to survive on the Chinese Internet-a sad and brutal reality.

Under such conditions, the Internet SEO training industry from content providers to service providers to transition will be their survival and development of the only way.

Content can be easily replicated, video and audio recordings will always be pirated, but services can not copy and plagiarism-to provide unique irreplaceable services, the Chinese SEO training institutions are the only competitive.

And once the SEO training institutions formed their core competitiveness, low-cost strategy is no longer their only choice to seize the market.

It can be said that the benefit of the training launched 3800 yuan high-end courses, is reasonable, is in line with the development trend of industry standards.

It has been mentioned in previous analyses that the marginal cost of delivering a service is much higher than a simple tutorial, especially for face-to-face courses, but at least it has the following advantages:

1 is not replicable. As previously described, the advantages of offline courses in piracy are irreplaceable.

2 responsible for the results. High-priced courses provide more room for cost, and the trainers will have the opportunity to start teaching in a targeted way so that they can be directly responsible for the effectiveness of the training-for many people, the tutorial itself is unimportant, and a guarantee is priceless.

3 Select High-quality customers. High-priced courses, the threshold is higher, the courage to choose a high-priced course of the customer base, generally more recognized the value of SEO training, and more clearly what they want.

Combined with these three points, the reason for the offer of an unconditional and full refund is obvious--predictably, as long as their services are in place, the higher the course price, the less customers will eventually choose to refund.

Pricing game, rising: the inevitable of mature market

Comprehensive above analysis, with the development of SEO industry, with the continuous maturation of the SEO training market, between training institutions, training institutions and pirates, between training institutions and consumers in the game, will be the long-term promotion of the rising industry fee standards-this is the trend, It is also the result of the concerted efforts of the market participants in independent decision-making.

When is the sky-high training time?

An important principle of the market economy is that the value of a commodity is not determined by its price, nor is it determined by its cost, and the value of the commodity is determined only by the market-specifically, by its ability to meet market demand.

I believe that in the more mature market, the more expensive courses will be more common-although in the free lunch spoiled by netizens, high pricing strategy seems to be a deserved to be spurned doings.

Why do high-priced courses always get scolded? What is more deserving of consideration is, who are the people who curse? Is this the real money for the business dissatisfaction, or refuse to pay the hysteria?

Sometimes, some interesting facts even make people feel that karma seems to exist:

Those who look at the pirated tutorials, even if and honestly thousands of million to learn the authentic course of the people heard is the same content, but is not effective, is not successful-how can they not envy it? How can you not criticisms?

Some people say that the reason for this "coincidence" is "do not pay-> heart pain-> No Determination-> No executive power" results.

The author thinks this kind of understanding appears superficial and superficial. In fact, the principle is simple-the quality of the people who go to the pirated tutorials determines how little they can achieve.

The secret of high pricing is that prices do not change who they are, but they can filter out those who see the value.

3800-dollar high-end training for the exchange, for some people is value (after all, as a face-to-face course, this price and other institutions still do not change their low price), but for others is worthless. I do not think such courses can satisfy everyone (even most people) 's appetite, but objectively speaking, this new pricing strategy is in line with market demand, I hope and believe that more and more people will see the value of high-end training.

As the low-end training of the dominate, the benefit of the exchange in their new areas to gain market recognition, but still time to give the answer-the interested bystanders may wait to see.

This article by the College Students Entrepreneurial Blog (http://www.month10000.com/) webmaster ringoame Original, reproduced please follow the "signed-non-commercial use-the same way to share" Creative Commons agreement.