Most people want to buy good and cheap goods. Some people say that "only the price can't be sold, there is no product that can't be sold." The pricing strategy of goods is the key to sales planning.
General commodity pricing method
When setting prices, the factors involved are more complicated and there is no standard way. More important is to conduct a full investigation and research, based on the analysis of their actual situation, to test the sale to determine the more appropriate price. The following are some common pricing methods for reference.
(1) Same price method
There is a small shop in the UK, and the business depression was very sluggish at first. One day, the owner took the initiative and came up with a trick: as long as the customer made a pound, they could choose one item in the store (all goods in the store are the same price). This can catch people's curiosity. Although the prices of some commodities are slightly higher than the market price, they still attract a large number of customers, and the sales are higher than those of several nearby department stores. In foreign countries, the more popular sales of the same price also sells at the same price. For example, some small shops open 1 cents of commodity counters, l yuan of merchandise counters, while some large stores open 10 yuan, 50 yuan, 100 yuan commodity counter. Bargaining is a very annoying thing. The price is simple and simple, and it is more useful to a certain extent.
(2) Extra high price method
Special products can be sold at special prices. The extra high price method is to set the price higher than the cost in the initial stage of the launch of new products, so that the company can obtain profit in the short term, and then adjust the price according to the changes in the market situation. A shop has entered a small number of high-end leather shoes, the price of 460 yuan. The shop operators see this kind of shoes materials, workmanship is very good, color, style is also novel, not in the local market, so set a price of 1280 yuan a pair, even sales are very good.
If your product is very popular and you are only one in the market, you can sell it at a higher price. However, this situation generally does not last long. The best-selling things can be emulated by others, so if you want to maintain a higher price, you must constantly introduce unique products.
(3) Low price method
This strategy first sets the price of the product as low as possible, making the new product quickly accepted by consumers and giving priority to the market. Because the profit is too low, it can effectively exclude competitors and make them occupy the market for a long time. This is a long-term strategy, suitable for some large companies with strong capital. For a production company, although the sales profit of a single commodity is relatively small, the sales increase, and the total commercial profit will be more. When applying the low price method, you should pay attention to the following: First, use high-end products with caution, and second, use caution for consumers who are pursuing high consumption.
(Case: Give an example of how to use the low price method to formulate commodity prices)
(4) integer method
For high-end goods, durable goods, etc., an integer pricing strategy should be adopted to give customers a feeling of “one penny and one shareâ€, which can be used to establish the image of goods.
(5) Curved digital method
"8" and "fat" are irrelevant but they are more credible and not credible. It is always right to meet the psychological needs of consumers. According to foreign market surveys, the numbers used in the pricing of commodities in supermarkets and supermarkets where business is booming are sorted according to the frequency of use, which are 5, 8, 0, 3, 6, 9, 2, 4, 7, respectively. 1. This phenomenon does not happen by chance. The root cause is the role of consumer psychology. Figures with curved lines, such as 5, 8, 0, 3, 6, etc., do not seem to be irritating, easy to accept for customers; numbers without curved lines, such as l, 7, 4, etc. The words are not very popular.
Therefore, in the sales prices of shopping malls and supermarkets, numbers such as 8, 5 are more common, while 1, 4, and 7 are much less frequently. In the digital application of price, it should be combined with China's national conditions. Many people like the number 8 and think that it will bring good fortune to themselves; 4 words are jealous because they are the same as "dead"; 7 words, people generally feel uncomfortable; 6 words, because the Chinese people have six Liu Dashun’s statement, 6 words is more popular.
(6) Cost-oriented pricing
More common is the cost plus pricing method, which is to determine the retail price based on the unit cost of the commodity plus a certain percentage of gross profit. Different types of goods have different gross profit bonus ratios.
Food category: 15%-20%;
Tobacco: 20%-25%;
Camera class: 25%-28%;
Alcohol: 25%-30%;
Clothing category: 40%-45%;
Cosmetics and special commodities: 50%;
This calculation method is simple, but ignores the rebound effect of competition and demand.
(7) Demand-oriented pricing
It is priced based on the buyer's understanding of the value of the product and the intensity of demand. Department stores add value to their products due to additional services and environmental atmosphere, and their commodity prices can be higher than small stores. In addition, department stores can implement high-priced strategies for some world-renowned brands.
(Case: Illustrate demand-oriented pricing)
(8) Competition-oriented pricing
It is priced according to the price of the competitor - it can be the same, high or low. The price adjustment mainly depends on whether the competitors change and is priced with the market. This approach reduces risk in competition and coordinates relationships with the industry.
(9) Geographic pricing
That is, in terms of geographical conditions, consider the price set after the freight and the situation.
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