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How Can Prices Be Priced To Make Buyers Order?

2011/10/25 15:54:00 38

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Price Provocative Buyer Order

A shop owner's fault

A shop owner, Mr. Wang, is planning to launch one.

Promotion

Activity, raise your popularity.

Promotion rules

It is: a 39 yuan brand counter stockings are sold at the price of 1.3 yuan, but the seller did not write the mail on the page. Instead, they wrote "please contact the customer service to remove the postage". The activity is limited to two weeks.

Mr. Wang has prepared 200 pairs of socks. He estimated that these socks will be snapped up in a week.

I didn't expect anyone to come in the first week.

What's the matter? On the thirteenth noon of the activity, Mr. Wang accidentally changed the "please contact the customer service to get rid of the postage" and changed it into "1 yuan postage". When the second day Mr. Wang went to work, the customer service was at a loss to stand at the door of the company: "the socks for that promotion were photographed almost 1000 pairs."

Mr. Wang quickly passed away on the spot.

1000 double, the activity cost far exceeds the budget!!! According to Mr. Wang's idea, "1 yuan package mail" is only a way to make the customer more sure that it is a postal package. Even if someone buys it, it will not be much, because the activity policy has not changed, but I didn't expect the news of "1 yuan package post" to be forwarded to each other by many Wangwang group and QQ group. Even though the actual price of the page is 1.3 yuan, everyone has bought it.

Mr. Wang is very old.

The cost is beyond the budget. In order to ensure timely credit to customers, Mr. Wang urgently contacted the factory to replenish the goods. Although the total amount was filled, there was a shortage of color, so he had to contact the buyer and exchange it for several days.

One of the interludes is that when Mr. Wang found the buyer for so many days on the second day, he quickly mentioned the price of 26 yuan, and hardly anyone bought it after the price adjustment.

Price creation

Psychological gap

This shows that whether the network promotion can pull buyers is largely a pricing skill.

Why the same price, "please contact customer service to remove postage" can not provoke buyers desire? Because this sentence itself is ambiguous.

"Please contact customer service" is closely related to the "removal of postage". The feeling for buyers is that it is not sure whether the postage can be removed after contacting with customers. If the communication with customer service is not good, postage is unavoidable, then 1.3 yuan socks plus at least 5 yuan postage, the socks of this price really have little temptation.

Moreover, it is possible to avoid postage and communicate with customer service. What a troublesome matter! Look at the narrative method of "1 yuan package mail" again, and confirm that there is no ambiguity to tell buyers that 1 yuan can buy a good pair of socks with a price of 39 yuan. The consumer psychology has a drop in price at the moment, and 2 pieces of socks should be bought on the stalls. This 1 yuan is worth more than 2 yuan, so it is not surprising that nearly 1000 items have been photographed.

Although the actual price of the store is 1.3 yuan, not the 1 yuan described, the buyer did not hesitate to go underground.

Clarify product characteristics again

Modify price

When Mr. Wang discovered the panic buying scene on the second morning, the price was raised urgently, but there were only a few buyers. A comparable case was the same Taobao store 1 yuan postage rainbow skirt, when the buyer.

overwhelmed

When the store price rises, it still sells a lot. Why? That depends on the impact of product characteristics on the buyer's psychological spread.

The original price of 39 yuan socks to 26 yuan, consumers only 13 yuan discount, and the original price of 100 yuan skirt adjustment price to 80 yuan, consumers still have 20 yuan discount.

To exaggerate, suppose a BMW X5 is ten thousand yuan spike. Later, the shopkeeper mentioned the price of 500 thousand yuan. I believe that there is still a panic buying scene, because X5 is a market price of about 800000 yuan, compared with 500 thousand yuan, the consumer has a about 300000 yuan discount.

Therefore, if the Internet promotion is to increase the price later, it is best to give consumers a clear indication of the original price. When the implied price and the subsequent adjustment price still have a big gap, buyers will pay the bill.

In addition, in the early stage of price adjustment, it is better to lay the groundwork for the atmosphere. For example, in the event of rainbow gate, shopkeepers have already shipped so many 1 yuan postage packages. Most buyers have been excited by this hot scene, and their sensitivity to price will be slightly reduced.

Online buyers are extremely sensitive to price, but it is not difficult to make a purchase by setting a price gap intelligently and creating a warm atmosphere.