Analysis of the reasons for the decline of unit price of Taobao customers

What is the reason for the decline in the unit price of Taobao customers?

The first reason:

This is the end of the marketing activities in your store. The end of store marketing activities will affect the transformation of our entire store and the unit price of customers. There is a misunderstanding about marketing activities: we usually think that marketing activities are very cheap and let customers buy them cheaply. Actually, it's not like this. Our marketing campaign aims to make customers buy more. Good marketing activities will make the customer unit price rise, so if your marketing activities are over and there is no activity, your customer unit price may drop.

The second reason:

It's your new style, and the new price is lower than before, which will also cause your customer unit price to drop. Generally speaking, the main price in your store represents your customer unit price to a certain extent, but there are also some special cases, such as home department stores, where customers buy more pieces, but the price of each item may not be high, so you can update new products here and then upgrade your store's customer list.

The third reason:

You are doing some clearance or low-cost activities, which will also lead to the decline of the customer unit price of your whole store, because clearance will make your transformation break out in this process, but because clearance is a low-cost model, then the customer list of your store will also be affected.

The fourth reason:

Your unreasonable discount setting will affect the customer unit price. We just told you in the first article that good discount activities can increase the unit price of customers. For example, before you, the product price was 50, so if you set it at 75-5 yuan, customers might buy two. On the contrary, if you set it to 100-5 yuan, then the difference between 100 and 50 is. The guest may think that I only want to buy one, so if you set the activity to 100- 10 or above, the guest may buy two, because if you buy one more, you will lose ten, so when you set up the preferential activities, you should combine your own unit price with your current unit price, and the threshold of the first step or the second step should not be too high.

The fifth reason:

It has something to do with the setting of our store. For example, your classified navigation is unreasonable, but it actually reduces the unit price of customers. So let's give an example. You are making the same kind of bags and backpacks. You sell 70, 80 and 90, so 70 may be the main push, 80 may be an upgrade of a certain part of the product, such as its own charging function, and 90 may be a gift of a small bag of the same type. The guest first comes in from 70 yuan's products, and then he finds that you have the charging function through classified navigation, which is suitable for young people, so he may consider 80 yuan's products. He also finds that if I only use my shoulders, it may be monotonous, so if I add more 10 yuan, you are just a combination of mother and child bags. As long as through reasonable product classification, product layout and navigation expression, let the guest come in from a low-priced product and gradually rise, and let him buy those products with higher prices.

The sixth reason:

In fact, the long-term decline in the number of customers is a more important phenomenon. Your customers bargain with you. Can you handle this behavior? For example, your product 300 yuan, the customer wants to give you 250 packs, do you want to give him a discount? Then I believe that there may be a shopkeeper bargaining with him for this order, so in fact, we have a better way, that is, you should stick to the bottom line, above this bottom line, give customers other ways to make up for it, and tell customers that our products are actually very low in profit and cost-effective. Although I can't give you a discount, we can give you a gift and you can have an experience. In short, in these seven aspects,

The seventh reason:

In addition to placing orders silently, some of them are converted by inquiry, so in the process of customer service recommendation, you can also recommend some high-priced products, such as projectors, to customers according to their needs. At first, customers may only want to buy a product with a price of about 1000, so the consultation rate of this professional product will be higher. You can recommend it through customer consultation and customer service. For example, you want to buy not only a projector, but also a tripod and a curtain, or I want to ask you, what is your purpose? If you are at home, that's ok. If you are in business, we suggest you add 500 yuan to buy a product with more functions and better image. In this case, through the recommendation of customer service, the customer unit price can be increased to a certain extent, which is suitable for some more professional products.