How should clothing be priced?

The price strategy is to set a price for all buyers, which is a relatively modern concept.

Price is one of the most important factors that determine the company's market share and profitability. In the marketing mix, price is the only factor that can generate income.

There are three main pricing decision-making problems faced by merchants to sellers: how to price the products sold for the first time; How to correct the price of a product with the transfer of time and space to meet the needs of various environments and opportunities; How to adjust the price and how to deal with the price adjustment of competitors.

So, how should we price it?

In addition to cost analysis, competing product analysis and customer group consumption ability analysis, today we will also learn some necessary consumer psychology that needs to be mastered before setting prices.

1

Anchoring effect,

How to make the product look like what you want to buy?

Anchoring effect means that when people need to estimate an event quantitatively, they will take some specific values as initial values and limit the estimated values like anchors.

In this way, when you make a decision, you will unconsciously pay too much attention to the information you got first. It's just a cognitive bias that everyone has. Merchants can use it, and we can also use anchoring to create advantages.

We ordinary people use the anchoring effect, and the best place to use it is at the negotiating table.

Many people have a misunderstanding in negotiations, that is, the atmosphere of negotiations is sometimes tense, and both sides are unwilling to make an offer first, for fear that opening their mouths first will expose their strategies and weaknesses.

However, the anchoring effect tells us that the preemptive effect is much better.

Because the price quoted for the first time will become the anchor point, the subsequent negotiations will always focus on this price. And the higher the price, the better, just be careful not to go too far, so as not to anger each other.

Whether it is a job interview, applying for a raise, bargaining, or various business negotiations, it is always the best strategy to expose the price you want first.

But the problem is coming again. You can't always strike first. If the opponent anchors first, how to weaken the anchoring effect?

Note that I use the word "weaken" instead of solving, because once the anchor point is established, almost no one can escape its influence.

Daniel Kahneman, a psychologist, has done experiments to prove that even professionals such as real estate agents and judges will be led by the anchor, although their professional self-esteem makes them deny this.

Pricing skills of anchoring effect

0 1 Use display to influence buyers' bids.

A bottle of beer can be sold in 3 yuan, 5 yuan, 8 yuan and 20 yuan.

Beer is still this bottle of beer, but the display position has changed.

For online products, the title, main picture, model, shooting style, design, copy and other factors can affect the buyer's judgment of product value.

The same dress, the picture is taken by mobile phone, and the details are written in words. It's good to sell it for 50 yuan;

Looking for online celebrity models to shoot, the page design is fashionable, and the price can be mentioned in 200 yuan;

If you find a foreign model to shoot, the design style is close to the magazine, and it is no problem to sell it above 500 yuan.

The dress is still that dress, but the buyer's perception of its value has changed.

02 quantitative suggestions

If you want to increase profits, you should either increase sales or increase customer unit price, and the most effective way to increase customer unit price is to increase customer unit price. So, how to guide buyers to buy N units at one time?

The answer is, give him quantitative hints.

First of all, when quoting, quote by n pieces of X yuan instead of one piece of X yuan.

For example, merchants selling mutton kebabs in Wangfujing generally don't talk about 7.5 yuan's kebabs, but only 15 yuan's kebabs, so people will consciously buy two kebabs.

Secondly, you can also anchor the number of buyers by setting the upper limit of the number of purchases. For example, each person is limited to five pieces.

Finally, in the way of promotion, we can divide the products with similar price segments into a group and do the activity of buying n pieces and getting one free.

03 price tag

Whether it is the price tag attached to the product or the price drawn when we release the baby, it is also a value reference anchor for buyers.

We often say that buyers don't like cheap, but like to take advantage of it. That's what I'm saying. The significance of marking the price is to give the buyer a feeling of taking advantage, even if the product will never be sold at this price.

04 visual suggestion

Even if the font size is simply adjusted, it can also affect the buyer's judgment on the size of the two price gaps.

For example, the font of the reference price is enlarged, but the font of the actual payment price is reduced, which will give buyers a lot of discounts.

2

Avoid losses,

How much is better?

It means that when people face the same amount of gains and losses, they think the loss is even more unbearable.

If we play games and toss a coin, if heads are up, you will win 50,000 yuan, if tails are up, you will lose 50,000 yuan. Think about it, would you like to gamble?

Theoretically speaking, the probability of winning or losing this bet is 50/50. Friends who have studied probability theory can see at a glance that if you cast enough times, the final result should be infinitely close to zero, which is an absolutely fair bet. However, a large number of research results show that more than 95% people are unwilling to play this game.

Why is this happening?

The results show that although the probability of coins appearing on both sides is the same, people's sensitivity to "losing" is much higher than that of "winning", that is, the pain suffered by losing 50 thousand yuan is far higher than the happiness gained by winning 50 thousand yuan.

In the face of possible gains and losses, people will show completely different decision-making modes.

When trading stocks, the holding time of profitable stocks is far less than that of losing stocks. When gambling, I lost some money and have to continue to play. If you want your money back, the more you lose, the more you lose.

Therefore, how people make decisions depends largely on how they draw a clear line between gains and losses, and external conditions and the speaker's expression can completely affect their judgment of gains and losses.

Pricing skills to avoid losses

0 1 non-integer pricing method

Non-integer pricing method will give buyers an impression of "accurate pricing" Because every penny is clear, it will make people feel that the seller's pricing is serious and accurate, so as to believe the rationality of this price.

For example, if you go to the vegetable market to buy food, and the stall owner directly says (20 yuan) after weighing, you will be worried. What a coincidence! It is just an integer. Will it be short of weight? Or did you miscalculate the price?

But if the stall owner says to you: (20 yuan 80 points, 80 points don't, just give 20! You will be very happy, thinking that this stall owner is a fair deal, and he also took advantage of 80 cents.

Even if the price is similar, non-integer is often more easily recognized by buyers than integer.

A foreign magazine once showed a survey data about 27,000 real estate sales. The data shows that the more specific the number, the easier it is for buyers to pay the bill. For example, 362987 is more popular than 350000.

Magic number 9

Why is the mantissa best to be 8 or 9 when pricing?

The answer is, because such pricing will give buyers a feeling of saving money. Although the price difference between 39 and 4 1 is only in 2 yuan, in the buyer's mind, one is more than 30 and the other is more than 40.

On the other hand, if you don't want to sell any products, you can set its mantissa to 1.

03 price breakdown

No matter how much you like what you buy, you will feel a little distressed when you pay, especially when the amount you need to pay is still relatively high.

So, is there any way to make buyers feel that they have paid only a small amount of money, not a large sum of money?

The answer is: price division.

First of all, we can quote in smaller units.

For example, a friend sells individually packaged cookies on Taobao, and prices them directly by the block. The unit price ranged from 2 yuan to 5 yuan, which made his store get off to a quick start.

People who do e-commerce understand it well, which has two very obvious benefits:

First, the intuitive feeling for the buyer is that the product is not expensive, and even if you don't compare it carefully, you will feel that his price is very cheap;

Secondly, buyers can't just buy one cookie, and usually place orders in batches of 10, 20 or even 50 pieces, which also makes the sales data of products grow very rapidly.

04 the same price strategy

If you have a large number of products, but the categories are similar and the cost difference is not big, you might as well set a price for them.

Why do offline binary stores and ten-dollar stores always attract a large number of people to buy? The answer is that the buyer thinks that so many products are at the same price, and I believe I can get a very good deal.

Moreover, when the prices of all products are the same, buyers will pay more attention to the products themselves, so it is easier to make a deal and buy.

05 limited time discount

Why do you want to go shopping in Double Eleven?

Because I am worried that it will cost more to buy the same product after this time, it is very unpleasant to spend money.

Therefore, if you want to keep a buyer and let him place an order as soon as possible, the best way is to give him a big time-limited coupon, which will make him feel that he will lose if he doesn't use it.

three

Psychological accounts,

About full reduction, discount and gift package

First, assume these two situations:

A classic "psychological experiment";

Experimental Situation A: You are going to the theater to see a performance, and the ticket price is $ 10. When you arrived at the theater, you found that you lost a $65,438+00 bill. Will you buy a ticket to the show?

Experimental Situation B: You are going to see a performance and bought a ticket for 10. When you arrived at the theatre, you found the ticket lost. If you want to see the performance, you have to spend another 10 dollars. Will you buy a ticket?

What was the result?

The experiment in experimental situation A shows that 88% of the respondents choose to meet; 12% of the respondents chose no. (183 respondents)

Experimental Situation B The results show that 46% of the respondents choose Yes, while 54% have no choice. (200 respondents)

Why is this happening? From an absolute point of view, losing tickets is the same as losing money, both of which are 10 dollars. Why is there a huge behavioral difference when you continue to spend $65,438+00? Actually, this is a "psychological account".

Pricing skills of psychological accounts

0 1 full relief

When shopping, simple expenses make people feel unhappy, but if expenses are accompanied by income, even a little, it will dilute the guilt of buyers when they spend money.

For example, a 1000 product is 20% off, which seems to be the same as the cost of 1000 minus 200, but the buyer's psychology is quite different.

1000 yuan can be bought in 800 yuan, and the difference seems not so big. But if I exceed 1000 and subtract 200, I feel that I have already paid 1000 (not much different from 800), and then I have gained 200 more (not much different from 200).

Tell the bad news together and the good news separately.

Why do you often see many sellers say that they buy a computer with a price of 3,999 yuan, send headphones, send high-grade mouse pads, and send them to your home for repair for free 1 year, instead of including the price of headphones and home maintenance in 3,999 yuan?

This is because people's perception of gains and losses is not linear. Suppose you get 100 yuan and get some happiness, but you may need 400 yuan instead of 200 yuan to get double happiness.

Similarly, if you lose 100 yuan, you may have to lose 400 yuan to feel twice the pain.

Therefore, if you fold all the expenses together and give users a total price, so that users can spend 3999 yuan at a time, instead of feeling that they have spent many times (computer 3000 yuan, earphone 200 yuan, maintenance of 200 yuan ...), users will feel less painful to pay.

So the bad news should be said together, and the good news should be said separately. For example, why don't you just say that you will get a big gift package, totaling XX yuan, but you must list the gifts item by item?

The answer is, I want buyers to feel a lot of discounts.

In addition, the multi-step full reduction of ladder setting also has this effect. Such as exceeding100-10; More than 200-30; Over 500- 100.

Doing more with less money will make buyers happier.

03 Emotional Design

In fact, every product has a corresponding psychological account in the buyer's mind. If you want the buyer to pay, you should give him a reason to use the assets in the account.

Therefore, first of all, it is necessary to analyze which psychological account the buyer may put the consumption of this product in, and from which psychological account it will be easier to consume.

For example, you may be reluctant to buy yourself a 2000 yuan dress, but if it is a birthday present for your lover, you may not hesitate to pay for it.

Why is this happening?

This is because buyers classify these two expenses into different psychological accounts. Clothes are daily consumption expenses for themselves, but they are classified as human feelings or emotional maintenance expenses for relatives. Obviously, most buyers are more willing to pay for the latter.

Therefore, positioning the same product as a gift can often get a higher premium than positioning it as a consumer product, especially when positioning it as a high-end business gifts.

Like a small pot of tea. If you buy it for yourself, it seems a bit extravagant, and Lipton is enough; But if it's for leaders and customers, the small pot of tea will soon be less expensive (in fact, the main scene of the small pot of tea is indeed business gifts).

In addition, even if you buy something for yourself, there is a difference between daily consumption expenditure and self-investment expenditure. For example, if you buy a kindle, it looks more expensive if it is just for the convenience of reading. But if it is to acquire knowledge and improve yourself, it will suddenly become very valuable.

Therefore, when writing product copy, operators should directly describe the expected benefits that buyers can get, rather than describing product performance.

04

abstract

Price is the logo of a product. In the process of product sales, price plays the role of rendering, communication and stimulation. Through the price, create a high-quality impression and highlight product taste.

There is a saying in the retail industry that price is the lifeline of products, but most companies tend to pay more attention to promotion and traffic acquisition, and are very hasty in pricing, and even adjust product prices frequently. I don't know that these are all very wrong behaviors.

The development of the market is endless, and the operation method is the same. The key is whether we are evolving with the environment.