"What The Elder Sister Buys Is Not Clothes, But Dressing Scenes".

< p > after the beginning of the spring, the emperor always takes the cold with him. If he stays for a long time, he will lose his sense of season.

However, when you walk in the street every day and look at the a href= "http://www.91se91.com/news/index_f.asp", the /a, the thin pedestrian, and the occasional black silk white legs, I can confirm that: Hey, spring is really coming! < /p >

< p style= "text-align: center" > img alt= "" align= "center" border= "0" src= "/uploadimages/201403/25/20140325082830_sj.JPG" / > judging from the season of pedestrian wear is a great privilege of the people of the imperial city of perennial fog and haze.

I was also interested in the topic of "dress", and I went to the Gu Ying CEO, a beauty assistant. I want to make a deep review of the consumption psychology of "the old ladies."

During the long phone conversation with Gu Ying, we mainly discussed a topic, "what does she really want when the user says she wants to buy a product?" < /p >

< p > the reason for this doubt comes from the "matching purchase" activity of the clothes assistant.

This activity allows users to enjoy a certain discount when buying two or more than two items in a matching combination.

It is interesting that the discount rate of this activity is not large (about 10 percent off), but the data of user feedback are quite unexpected. The most impressive one is the substantial increase in the rate of joint purchase.

According to Gu Yingying, "a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a > e-commerce shopping guide purchase average purchase rate of about 1.1 (an average of an order contains 1.1 goods, or sales of a commodity can directly drive the additional 0.1 purchases), the dressing help did not do" collocation purchase "before about 1.3, and in" collocation purchase "this index increased to 1.68, all orders with the ratio of purchases accounted for 45%.

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< p > since the price incentive has not been provided, how will the user's purchase intention be enhanced? < /p >

< p > according to Gu Ying cherry, there are probably the following reasons behind: < /p >

< p > 1, "collocation" is originally used by women to buy < a target= "_blank" href= "http://www.91se91.com/" > dress < /a >.

When buying a product, a user thinks of not the product itself, but "I will use it in any scenario".

This is reflected in the fact that clothing requires specific collocation in specific situations, especially for contemporary women who are not scarce in substance.

Before wearing Taobao assistant, shopping guide can not develop in depth with the restriction of function.

This time through the self built trading platform to make the front-end experience more smoothly, coupled with a certain price incentive, so that the potential purchase of users better release.

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< p > two, the sense of "taking advantage" is more important than taking advantage of it.

For example, the pricing strategy of collocation is that the purchase of two or more than two items in the same collocation is 10 percent off.

This leads to an interesting psychological effect: first, the core commodity A in the collocation gives the user an anchor price.

When referring to the commodity B in the same collocation with reference to commodity A, users will find that the psychological meaning of "purchasing B" is equivalent to the "preferential combination of buying A+B" rather than the purchase of a single item.

Because users' attention is focused on B at the moment, the marginal profit of purchasing B is also very large, and users are more likely to make a purchase decision.

After the psychological threshold of buying B, it is logical to buy the A in the portfolio by the way. (it is interesting that A is the original core commodity).

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< p > another example.

There were 3 rounds of "collocation shopping" activities for clothing assistants. In the third round, they tried to raise the average price while the whole site was mailed, and the number of orders was increased by 50%.

In fact, the starting price of adjusted commodities is almost the same as before adjustment, but users' willingness to pay for physical goods is significantly higher than that of service (express) when making purchase decisions.

From another angle, this explains that the sense of "taking advantage of money" is prior to the essence of taking advantage of the cheap.

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< p > three, collocation purchase brings more sense of satisfaction.

A common mistake for girls to buy a target= "_blank" href= "http://www.91se91.com/" > clothing > /a is that they always think they can find a better or similar combination if they buy a matching core commodity.

But in reality, when things go against their wishes, they find that the effect is not as good as expected.

Users themselves can not explain this point, they can only query commodities and businesses, resulting in lower consumption stickiness.

Therefore, businesses should try to motivate users to buy according to an ideal collocation.

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< p > four, and finally, on the clothing assistant product, it also benefits from the user, platform, < a href= "http://www.91se91.com/news/index_s.asp" > marketing < /a > the three temperament consistency.

Although clothing assistants have been called shopping guides, they have positioned themselves as "fashion media platforms".

The main players on the platform are professional buyers. These buyers have a strong style of proposition, attach importance to personal brand management, emphasize fans economy, and follow the relationship between buyers and buyers.

From the perspective of users, they pay more attention to the style, scene and brand labels behind the single product, and tend to buy a series of products under the same label. "Matching + discount" is only an incentive to users' original consumption tendency.

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< p > here, some people may wonder whether the so-called "collocation purchase" is just an innovation of marketing method, or can it really become a new business mode? This is a matter of opinion, but at least Gu Ying is obviously inclined to the latter.

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< p > in Gu Ying's view, the mode of investment and selection under the "collocation purchase" mode is completely different from that of tradition, and has its own set of operational logic.

Choosing the "collocation" angle means that the platform should be based on the buyer's shop when selecting and entering the business, while the buyer's shop must "match and pick the goods" to form an obvious style orientation.

They need to start from the selection of products around the "collocation" to do, not a simple marketing plan can be resolved.

In addition, in view of the fact that "collocation" does bring the increase of unit price and repeat purchase rate, this will change the upstream cost structure (including marketing, procurement, logistics, inventory, etc.), which has the core of a stable business mode.

The most direct result is that businesses can provide long-term discount of about 10 percent off with the support of higher joint purchase rate, which is more sustainable and more reproducible than the pure price stimulus that starts below 50 percent off.

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< p > it may be true that as Gu Yingying said, "collocation" is not only a psychological game about < a href= "http://www.91se91.com/news/index_f.asp" > price < /a > and commodity combination, but also a consumption mode that caters to the user's intuition.

Perhaps future businesses will no longer be a commodity, but a specific life scenario.

Here, businesses become our consultant buyers, and the meaning of brand is to provide a systematic solution for our way of life.

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