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The so-called price strategy refers to the enterprise through the estimation of customer demand and cost analysis, the selection of a strategy that can attract customers and achieve the marketing mix. As we all know, price is crucial for a commodity. The dazzling limited-time discounts, limited discounts, lottery gifts and other activities in the shopping mall reflect the intensity of the price war of merchants from the side.

Xiao Guo's desk lamp was broken, so she went to the supermarket to buy a table lamp. On the counter of the table lamp, Xiao Guo fell in love with an old product, thinking that the old one could be cheaper, and Xiao Guo also went to the cheaper. As a result, when the salesperson introduced, he told Xiao Guo that the price of the old model was 30 yuan higher than that of the new model. Zhang Hong was puzzled, why is the new one cheaper? Although I was puzzled, the new model was cheap, so Xiao Guo chose a new model and went home happily.

When we go shopping, based on general experience, we think that the new ones are more expensive than the old ones, and the good ones are more expensive than the bad ones. The salesperson always explains that you get what you pay for, the function of the new product is increased, the material is improved, and the price naturally rises. Therefore, consumers always feel that they have earned money when they buy a new product that is cheaper than the old one. Actually, this is not the case. This needs to be analyzed from the merchant's price strategy.

The so-called price strategy refers to the enterprise through the estimation of customer demand and cost analysis, the selection of a strategy that can attract customers and achieve the marketing mix. As we all know, price is crucial for a commodity. The dazzling limited-time discounts, limited discounts, lottery gifts and other activities in the shopping mall reflect the intensity of the price war of merchants from the side. Merchants try their best to arouse the appetite of consumers, competing to show the quality and low price of their products and the worthiness of their products. Therefore, how to customize a more novel and perfect price strategy is a problem that every merchant is concerned about.

The fact that the new is cheaper than the old one mentioned in the above example is a price strategy of the merchant. Consumers generally believe that new products should be more expensive than old goods, so merchants develop pricing strategies based on this. When they promote the new product, they advertise to consumers that the price of the new product is lower than the price of the old one, which drives the number of sales of the new product. In the example above, the merchant applied this price strategy to drive sales of the new table lamp.

In addition to the new cheaper than the old price strategy mentioned in the above example, the price strategy usually includes the fat price strategy, the sales time difference pricing, the mantissa pricing strategy, the prestige pricing strategy, the solicitation pricing strategy, the discount pricing strategy, etc.:

(1) Fat price strategy

The pricing strategy of fat extraction, also known as the pricing strategy of oil skimming, is a pricing strategy for new products, which refers to a pricing strategy in which enterprises take advantage of consumers' novelty and curiosity psychology in the investment period or growth period of the product life cycle, seize the favorable opportunity of fierce competition and set the price very high, so as to obtain as much profit as possible in the short term and recover the investment as soon as possible. Its name comes from the skimming of milk fat from fresh milk, which means to extract essence.

This method is suitable for market segments with less elasticity of demand, and its advantages: new products are listed, customers have no rational understanding of them, and the use of higher prices can increase the value, adapt to the customer's psychology of seeking innovation, and help to develop the market; The initiative is large, and after the product enters the mature period, the price can be gradually reduced in stages, which is conducive to attracting new buyers; The high price restricts the demand from increasing too quickly, making it compatible with the production capacity.

In the early 70s, Kodak's color film was suddenly announced to reduce its price, which immediately attracted many consumers, squeezed out its peers in other countries, and Kodak even monopolized 90% of the color film market. By the mid-80s, the Japanese film market was monopolized by "Fuji", which overwhelmed "Kodak" film. In this regard, Kodak conducted a careful study and found that the Japanese generally have a tendency to value quality rather than price, so they formulated a high-price policy to protect their reputation, and then implemented a strategy of competing with "Fuji". They developed a trading joint venture in Japan to specialize in marketing "Kodak" film at a price higher than the "Fujifilm" L/2. After five years of hard work and competition, "Kodak" was finally accepted by the Japanese, entered the Japanese market, and became an equal company to "Fuji", and its sales also skyrocketed.

(2) Differential pricing at the time of sale

That is, enterprises also set different prices for products or services in different seasons, different periods and even different hours.

One of the secrets of the company's reputation in Italy for having "no overstock" is to price fashion in multiple segments. It stipulates that new fashion will be launched in a three-day round, and if a set of fashion is sold at a fixed price, it will be cut by 10% at the original price every other round, and so on, so that after 10 rounds (one month), the fashion price of the Mengma company will be reduced to only about 35% of the cost price. At this time, the fashion was sold at cost price by the Mengma company. Because the fashion has only been on the market for a month, the price has fallen to 1/3, who hasn't come to buy it? So sell it out as soon as it sells. In the end, the Mengma company made more money than other fashion companies, and there was no loss of stockpile.

(3) Mantissa pricing strategy

Mantissa pricing, also known as fractional pricing, refers to the fact that enterprises deliberately set a price with a certain difference from the integer when pricing goods in response to consumers' psychology of seeking cheapness. This is a psychological pricing strategy with a strong stimulating effect, and this pricing method is mostly suitable for low-to-mid-range products.

Studies by psychologists have shown that small differences in price mantissa can significantly affect consumers' purchasing behavior. It is generally believed that the last digit of 9 is the most popular for goods below Wu Yuan; The last digit of the commodity above five yuan is 95, and the effect is the best; For products over 100 yuan, the last digit is 98 and 99 are the best-sellers. The mantissa pricing method will give consumers a psychological feeling of the lowest price after accurate calculations; Sometimes it can also give consumers a feeling that the original price is discounted and the goods are cheap; At the same time, customers may also discover and purchase other products while waiting for change.

The price of many commodities is rather set at 0.98 yuan or 0.99 yuan, rather than set at 1 yuan, which is a kind of trade-off to adapt to the purchase psychology of consumers. On the contrary, some goods are not priced at 9.8 yuan, but set at 10 yuan, which also makes consumers have an illusion and caters to the psychology of "cheap no good goods, good goods are not cheap".

For example, the price of a certain brand's 20-inch color TV is 998 yuan, giving people a feeling of cheapness. I think you can buy a color TV for only a few hundred yuan, but in fact, it is only 2 yuan less than 1000 yuan. The mantissa pricing strategy also gives a sense of precise pricing and trustworthiness.

(4) Prestige pricing strategy

Consumers generally have the psychology of seeking fame, prestige pricing is to use the good reputation of the store or goods among consumers, according to this psychological behavior, the enterprise will set a higher price than the price of similar goods in the market, that is, prestige pricing strategy. It can effectively eliminate the psychological barriers to purchase, so that customers can form a sense of trust and security in the goods or retailers, and customers also get a sense of honor from it. This pricing method has two purposes: one is to improve the image of the product, and to explain its prestige and quality with the price; The second is to satisfy the buyer's desire for status and adapt to the buyer's consumption psychology.

(5) Solicitation pricing strategy

Solicitation pricing, also known as bargain pricing, is a pricing method that deliberately lowers the price of a small number of items in order to attract customers. The price of the commodity is set lower than the market price, which can generally attract the attention of consumers, which is suitable for the consumer's "cheap" psychology.

There is a daily shopping mall in the Beijing subway, and every holiday will hold a "one-yuan auction", all auction items are priced at 1 yuan, and the price is increased by 5 yuan each time until the final decision. However, because the base price is set too low, the final price is much lower than the market price, so it gives people the feeling that "the more you sell, the more you lose." Don't you know that the mall uses the solicitation pricing technique, which enlivens the atmosphere of the mall with cheap auction items, increases the flow of customers, and drives the sales of the entire mall to rise.

(6) Discount pricing strategy

Discount marketing pricing strategy is a strategy that is to reduce a part of the price to win customers, which is widely used in real life.

Walmart's rapid growth is not only due to the right strategic positioning, but also due to its pioneering "discount sales" strategy. Every Walmart store has a big sign that says "It's cheap every day." The same item is cheaper at Walmart than at other stores. Wal-Mart advocates the business idea of low cost, low cost structure and low price, and advocates giving more benefits to consumers, and "saving every dollar for customers" is their goal. Low price and reliable quality are a major competitive advantage of Wal-Mart, attracting batch after batch of customers.

Therefore, when the merchant introduces you to the price advantage of the product, you must not be hot-headed and buy it immediately, what you have to do is to compare it with the same type of product to see if the product really has an advantage.