Value Marketing: A Sharp Tool For Commodity Promotion Without Price Reduction

Here in the world Clothing shoes and hats What the editor of www.net.com introduces to you is value marketing: a sharp tool for commodity promotion without price reduction.

In the current market, once the products are unsalable, most enterprises think that the products have become uncompetitive. They rush to increase advertising investment, improve promotion efforts, upgrade or eliminate products, and the most common method is to reduce prices. It is true that price reduction can promote sales, but at the same time, it also loses profits and may damage the brand image. Moreover, in today's highly competitive homogeneous market, when you reduce the price, your competitors will also reduce the price. When the price decreases even more, the means that some people call "the ultimate weapon of the market" will lose its effect. What weapons will you use next? Simple price reduction has become low-grade and powerless in today's market environment, so what can be done to promote sales without price reduction?

There is a "transfer theory" in western management, which is helpful for us to get out of the dilemma. However, the transfer theory does not focus on the actual combat of the market, but it is based on theory and lacks specific methods of operation. In addition, the period when the theory was proposed has been a long time ago, and the market situation has undergone great changes. Therefore, in today's market, The theory of alienation is only a business concept and has little operational value. Based on many years of practical experience in the market, the author summarized a set of customer transfer operation methods that conform to the actual situation of the Chinese market, which is defined as transfer marketing. This set of methods can help enterprises not only lose profits, but also enable consumers to obtain satisfactory commodity value and achieve win-win transaction results.

Balance between commodity value and purchase cost

Commodity value refers to the overall benefits that customers can obtain from a certain commodity, including physical attributes and spiritual feelings. However, although there are benefits that consumers want in a certain commodity, they may not necessarily buy it, because there is another important influencing factor, that is, the purchase cost. Before consumers decide to buy and put the goods on the real balance, they must first measure on the invisible balance in their hearts. The two ends of the balance are the purchase cost and the value of the goods. When the purchase cost side of the balance increases, it is difficult to reach a transaction; The balance tends to commodity Value, the transaction can be successfully concluded. Therefore, only when the commodity value and purchase cost reach a balance in the minds of consumers or have a higher commodity value recognition can consumers buy.

At this time, we can draw a balance chart of consumption psychology. On one side of the balance, the values that consumers can obtain when purchasing goods are listed, and on the other side, the costs that customers have to pay for purchasing goods are listed. At this time, as long as we increase the chips on the commodity value side of the balance and reduce the purchase costs of various customers, the commodities will be easy to sell. However, business common sense tells us that increasing the value of goods and reducing the purchase cost of consumers will increase the operating costs of enterprises. So, how to improve the value of goods and reduce the purchase cost of consumers without increasing the operating cost or increasing the operating cost as little as possible?

Reduce customer purchase costs

According to different industries, the composition of consumer purchase costs is also different, which can be roughly divided into four types: time cost, physical cost, risk cost and choice cost. We can reduce or eliminate these costs through the following methods to promote consumers' willingness to buy.

1. Time cost

In today's fast-paced society, time cost has become a very important value reference factor in the consumer consumption process. For example, we often complain about the time wasted by buses, shopping checkout, or late delivery, but seldom complain about the price of goods. Therefore, it is necessary to reduce the time cost of customers.

So, how to reduce the time cost of consumers? We can draw another flow chart of consumer behavior that describes the consumer's consumption process: arrange each step of the consumer from the generation of the purchase idea to the end of the purchase activity in order, and then calculate the time cost of each step. At this time, we will find that many steps in the whole flow chart are time wasting, even redundant, and consumers consciously or unconsciously reject them. These redundant or unimportant links consume a lot of time costs of customers. If we can optimize these links, improve the speed, or even cut unnecessary links, we can create more value for customers.

When it is impossible to further optimize the process, consumers can skillfully change their understanding of time in the consumption process and compress time in a disguised way. For example, in the process of waiting for consumption, provide them with by-products and services that can kill time or attract attention, so as to reduce the time cost of consumption in a disguised way. For example, TV programs broadcast in the car room when waiting, music or magazines provided when ordering meals, etc. The author once introduced the concept of "eliminating the waiting time that makes patients upset" when making overall planning for a hospital. The main content includes setting a more comfortable waiting environment for patients waiting, editing a DM magazine that is published irregularly, mainly introducing the hospital, conveying health information and leisure information, so that patients can easily read in a comfortable environment, In the process of obtaining information of interest, the patient unknowingly completes waiting. Because of the particularity of the hospital, it always gives patients a feeling of tension and depression. I suggest that it introduce and broadcast soothing and relaxed music and TV programs with the theme of beautiful natural environment, which defuse the anxiety and anxiety of patients while waiting, and has been praised beyond imagination.

2. Physical cost

In today's society, with the improvement of living standards, the development of the network and the convenience of transportation, we become very lazy. At this time, the cost of physical strength begins to appear in the cost of consumption. For example, we want to eat some kind of food, but we have to go downstairs, take a 30 minute bus to reach the sales place, and queue for more than ten minutes; Another situation is that when we want to eat a certain kind of food, we need only one phone call, and someone will deliver the food to our door in 15 minutes. Which way do you think can stimulate our consumption more? Obviously the latter. When we have the desire to buy, our passion for buying is often consumed by the process of buying, and we may finally give up buying because we lose the interest in buying, which is especially prominent in perceptual commodity consumption. Therefore, we can greatly increase the possibility of sales by reducing or removing the physical cost of customers. According to different industries, there are many ways to reduce the physical cost of customers, such as door-to-door delivery, opening virtual stores on the Internet, one-stop shopping, etc.

3. Risk cost

There is a Chinese saying: "From Nanjing to Beijing, buyers have no sellers", which means that customers can never take advantage of merchants when shopping. Relevant institutions have also conducted surveys, and customers' purchase risk is twice that of merchants' sales risk. Therefore, when shopping, consumers should think before and after, be careful, lest they make wrong purchase decisions. In the process of thinking game and choice, consumers' desire to buy is diminishing, and they may finally give up buying, which is more obvious in the relatively expensive rational commodity consumption.

Now some smart businesses have introduced super long product warranty period or various after-sales services, which greatly reduces the risk of consumers. Therefore, the cost that may increase is far lower than the sales profit generated by consumers who buy with confidence. It can also find endorsers trusted by consumers for the product, such as the authoritative identification of XX institutions, recommendation of XX experts, honors obtained, feedback from other consumers, etc. In a word, according to the characteristics of the industry, eliminating various concerns and risks of consumers when purchasing will effectively improve sales.

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4. Select Cost

When we get married, each of us will have a little sense of uneasiness except happiness. This mentality is interpreted in psychology as uneasiness caused by the loss of the opportunity to choose - whether a lover can devote his whole heart to himself when he is about to get married? The temper is not as good as that of a candidate, the income is not as high as that of a pursuer, and so on. This is not to say that our feelings are not special, but an instinctive psychological reaction when we lose other choices because we make decisions. This is also true in the process of consumers' consumption. When they choose to purchase a certain commodity, they will always instinctively compare it with two or four alternative commodities in their minds. At this time, a small thought fluctuation can change consumers' consumption decisions. If we can make their thoughts have a little positive tendency, the transaction can be reached.

However, the measures taken by many businesses are not to pull consumers, but to push consumers to cut their way out - denying other alternative goods, setting up various barriers to switching consumption, in an attempt to make consumers only choose their own goods, but the result may backfire, because consumers will instinctively feel that there is greater consumption risk once they lose the choice, Even a rebellious mind arises. Therefore, blocking must be replaced by dredging. Motorola once launched a high-end mobile phone. Consumers can try it for one month for free. Within one month, they can return it without reason or condition. As a result, the sales are extremely hot. Some people worry that consumers will try it for a while before returning the mobile phone. Why is there such a result? Because before buying, consumers just feel uneasy about losing other options. Once they buy a product, if there are no other problems, few people are willing to take the time and effort to return it after using the habit.

The four methods mentioned above to reduce the purchase cost of customers can offset the purchase cost of the currency that is given away to customers by doing any of them well. If the above four points are done in place, even if the sales price is increased, the goods will have a good market. Of course, if we encounter customers who have experienced many battles and are only interested in "profit", and are indifferent to the transfer of these values, we need to improve another element - commodity value.

Increase commodity value

The value of a commodity is not completely determined by its physical attributes, but more determined by the psychological factors of consumers. No matter how much the actual value of the commodity is, the key is to see how much consumers perceive the value of the commodity.

When the physical attribute value of a commodity cannot be improved, we can increase the psychological value of customers to the commodity, tilt the trading balance to the commodity value side, and thus improve the transaction rate. There are many ways to improve the psychological value of commodities. Different industries need to explore according to the characteristics of the industry and their own conditions. Here are six methods that can be basically used in the market.

1. Create product and brand culture

Culture is the soul of a commodity and a brand, which can create a miracle that the psychological value of the commodity is several times more than the physical value, or even dozens of times more. Starbucks, Harley, Chanel and other brands are using brand and culture and other perceptual value factors to earn several times more premium than other brands.

Do you frown when a bottle of mineral water sells for tens of yuan? Because even famous brand mineral water like Wahaha is only 1.5 yuan a bottle, and imported mineral water is only 3-5 yuan. But Evian mineral water is an exception. The main reason is its rich and attractive brand culture: Evian mineral water comes from the hinterland of the Alps where mountain snow melting and mountain rain gather all the year round. After 15 years of natural filtration and layer upon layer mineralization and natural purification of glacial sand, Evian water was formed... One day in 1789, a man with kidney stones-->