Killing Members, Killing Familiar Customers, Electric Power Pricing Pit Many

For the same commodity, the coupons and final prices obtained from different entry orders of Taobao APP are not the same.

Just last month, during the 3 / 8 Festival, some netizens also reflected that as Tmall's 88VIP members, the price of goods purchased was higher than that of ordinary users. Tmall supermarket responds that it will have "new person's exclusive price" and special logo when providing the first order for new users. This logo has not been properly displayed during Tmall 3 / 8 activities, resulting in misunderstanding.

However, many users are not buying this response, and some users are drying out the screenshots. The same kind of facial cleanser has five or six different prices.

In the crusade of netizens, it also leads to the public's Tucao on the pricing platform of e-commerce platform. Combustible financial measurement found that the price of the same commodity will be different from the entrance to different pages of APP. In addition, through different channels, the price of goods is also different. The issuance and use of coupons are comparable to "Brain Games".

Insiders told the finance and economics that such personalized pricing is not new. Mainstream e-commerce platforms have special pricing departments to study personalized pricing strategies for users. Technically speaking, the current e-commerce platform is fully capable of achieving one zone, one price, one network and one price.

Finance and Finance on the issue of personalized pricing of goods to Alibaba and Jingdong to verify, Ali did not reply. Jingdong said that the Jingdong is pricing according to the market supply and demand, and the logic of pricing according to big data is not valid.

In the view of Xia Di, founder and partner of Yuan 19 Ding, the personalized pricing is the ultimate pursuit of the electricity supplier. But with the constant development of thousands of people, the most extreme case is that price discrimination and customer segmentation will be achieved, that is, for every user, the platform will only recommend the category and brand that is most profitable to him. But such consequences can not be borne by every consumer.

Maybe you spend money on membership, but you still need to fight for wisdom when you want to buy something favorable.

E-commerce platform is killing

The word "kill ripe" is believed not to be the first time anyone listened, nor was it the last time.

3. 8, just after the fall, we saw some people on the Internet discussing Tmall supermarket's "big data kill". So we chatted with our friends in the group. Unexpectedly, the same cleansing milk, we brush out three prices. The lowest price for seeing a netizen is 16.03 yuan and 2 yuan coupons. She and two other friends are 88VIP, the price is 24.9 yuan and 21.9 yuan respectively.

The news was sent to micro-blog, resulting in more different prices for the netizens: 23.9 yuan, 25.8 yuan, 31.8 yuan, and 35.64 yuan.

According to the pictures that the netizens are drying out under the micro-blog, the finance and economics found that besides the facial cleanser, the price of soy bean milk only has a 88VIP value of 10.5 yuan more than that of non members. In addition, the price of 88VIP is 69.9 yuan, the non member is 51.9 yuan, and it can superimpose the first 8 yuan coupons.

In view of the difference in the price of facial cleanser, someone asked for a picture of Ali customer service and replied, "generally, the price of each person is different".

Another netizen said that their mother group had experimented with different items in 3. 8 activities, of which 88VIP was 10 yuan less than non members. She went to ask Tmall official customer service. The customer service said that the price setting was wrong and could apply for the difference.

Another netizen is drying out a picture to say, a pair of shoes of CONVERSE, 88VIP and non member appear more than ten kinds of price.

As of press release, the above commodity prices were unexceptionally revealed by the finance and economics.

In response to questions from netizens, Tmall supermarket issued a micro statement early in March 8th, saying that it would have a new price for new users when offering the first order, and had a special logo on the corresponding merchandise page. While Tmall 3. 8, the logo was not properly displayed, resulting in misunderstandings.

However, netizens do not recognize this response. Many people commented that the 6 or 7 prices of the same commodity are the exclusive ones. The same commodity, why do you not often use Taobao trumpet (non new user) price is much cheaper?

What are the pricing options for electricity providers?

One stone stirred up thousands of waves, and netizens began to price the commodity of Tucao e-commerce platform.

In the simple cognition of the public, the same commodity should be "unified price". However, as we go deep into it, the pricing platform of the electronic business platform is numerous, and it has become a metaphysics. After the financial tests, the following categories are sorted out.

1, different entry orders, prices are not the same.

In the test of the finance and economics April 21st, a Shuanghui sparerib is priced at 127 yuan if it is placed under the "ten billion subsidy" entrance of Taobao APP home page. If it is to collect this product, place it from the favorites, or enter the shop first, then find the order, the price is 168 yuan.

The left is from the 10 billion subsidy page.

The right picture is from the store page.

The finance and economics show that there are many commodities in the 10 billion subsidy channel.

A user said he saw a pair of shoes before the 10 billion subsidy page, the price was 221 yuan, hesitant for a while did not buy, put the shoes into the favorites first. When he looked at the favorites again a few days later, he found that the price of the shoes was 277 yuan. He thought that the discount activities were over, and ordered the price at 277 yuan. Just after he finished the order, he saw the pair of subsidies page, and saw the pair of shoes. The price was 221 yuan.

He said Taobao would like to understand the "tens of billions of subsidies" drainage, but such a setup would cause great distress to users. "This is like a shopping mall. The price of things purchased from different doors is different."

2. Coupons are issued and used too much.

The price difference of some products is caused by coupons, and coupons are not what you want to get.

In April 20th, two mobile phones were compared with the same five rams on Jingdong. The page shows that the product has a "full 98 reduction of 15" coupons. One of the non PLUS members at the time of settlement, the system appeared an additional "99 yuan available 10 percent off" category coupons, another Jingdong PLUS member did not appear this 10 percent off coupon, can only use the "full 98-15" coupons, the final settlement price, non member is cheaper than PLUS.

Another Sophie sanitary napkin also showed a disagreement between coupons and the final settlement. Non members were nearly 5 yuan less than PLUS.

There is also a situation where some goods clearly indicate that the 21 words of the coupon can be reduced by 20, but no coupons can be found in any case.

Take a OLAY body milk as an example. In April 20th, the icon of "coupon 21 minus 20" was still there, but there was no coupon on the page where the finance and economics click was entered. In April 21st, the finance and economics once again tried with two mobile phones. Once again, click on this product. PLUS members received a coupons full of 21 minus 20 (which could only buy some OLAY brands). Instead of PLUS members, they received a coupon of 21 reduction of 20 (which can only be purchased from some of the products of self owned Shu Fu brand).

Financial Advisory customer service, customer service said, "coupons are generally below the commodity there is a hint, there is no indication that there is no specific Click to enter the page display will prevail."

Earlier, there were also user posts that originally intended to buy a "ASD wok", the original price of 199 yuan, PLUS membership exclusive price of 179 yuan, goods can use the "199 minus 100" coupons.

Non members of ordinary users will automatically lose 100 yuan after receiving the ticket, while PLUS members become 179 yuan because of the exclusive price, which can not reach the full reduction standard and can only be purchased at the member price. It also means that PLUS members spend more than 80 yuan.

3, Amoy platform offers concessions, businesses alternative promotional channels

Personalized pricing is not only happening in the electronic business platform, but also a kind of "coupons" in disguised form.

In order to boost sales volume, each platform has its own official "push customers". Taobao has Amoy customers, Jingdong has Beijing powder, and other three party rebate channels such as powder life and rebate network. Shopping on these platforms can often get coupons or enjoy rebates.

The left is the screenshot of Taobao page.

The right side is a screenshot of a panning page.

Take a New Balance running shoe as an example. On Taobao, the price of this pair of shoes is 529 yuan, and on the rebate website "Yi Tao", the shoe can get an additional 21.62 yuan rebate, which is equivalent to 508.9 yuan.

If customers know this way beforehand, they can receive coupons or enjoy rebates ahead of time, and customers who do not pay attention to these channels usually purchase at the original price.

Is killing maturity inevitable for big data evolution?

The emergence of e-commerce is originally intended to create a fair and transparent shopping environment to solve the problem of asymmetric information, but the use of big data now makes shopping complex.

A research platform product pricing professor Zhi Lan said that the mainstream e-commerce platform has special pricing departments to study the personalized pricing strategy for users. Another software company, CEO, who has more than 10 years' experience in e-commerce platform, says that technically, the platform of electronic business is fully capable of achieving one price per area and one price per net.

Finance and Finance on the issue of personalized pricing of goods to Alibaba and Jingdong to verify, Ali did not reply. Jingdong said that the price of PLUS membership is not more expensive than that of non members. Jingdong is pricing according to market supply and demand, and the logic of pricing according to big data is not valid.

In the yuan 19 Ding founder partner Xia Yi, personalized pricing is the ultimate pursuit of electricity providers, the platform has invested a high cost. "There is a word in the retail industry called shrouding, that is, in order to provide more consumers with reasonably priced services, the platform needs to complete more transactions at consumers who can pay higher prices." Xia Yi explains, that is to say, in fact, some consumers get good quality and inexpensive goods and services, which are essentially provided by consumers who are not sensitive to price.

Chi Lan also pointed out to the finance and economics that in order to maximize profits, the platform usually divides the consumers into loyal customers and price comparators. The pricing strategies of the two groups are different and the prices will be different, but a delicate balance has been reached in the overall profit.

Map / Vision China

"Price comparators are very good at understanding which to buy cheaper, so manufacturers should fight price wars and make use of various coupons subsidies to facilitate transactions, and the coupons themselves are a means of price discrimination. Loyal users are those who are loyal to a brand and are willing to pay premium. Chi Lan said.

In order to screen such loyal users, there is a more intuitive way of looking at membership records, besides looking at their previous purchase records. "You've spent money on membership, and the platform will definitely default on your loyalty." Chi Lan said.

Contrary to the above view, Ella, a brokerage analyst with long interest in Ali, told Taobao that it would make differentiated pricing, but the core purpose was not to make profits, but to maintain the retention of users. Different users have different retention costs. The ultimate goal of differentiated pricing is to reduce user retention costs or to enhance user stickiness at the same cost.

In Ella's view, the electronic business platform does not earn the difference between the users, but the advertising or commission of the merchants. For a self marketing brand like Tmall supermarket, its profits come from the upstream.

With the continuous learning of consumer behavior from big data, platforms are increasingly able to filter out customers who can make themselves most profitable (lucrative). At present, Xia Yi's worry is whether the platform will sooner or later refuse to serve these "non profitable consumers" in some way.

Feng Li, a founding partner of Feng Rui capital, once said that the new retailing is "the same quality and the same price on the same line". At present, in the case of price discrimination, the above three triangles are basically impossible.

Spend money as a member.

It's still hard to get the best deals.

For consumers, originally spending money to buy a member is trying to figure out a bargain. When users want to give evidence, the platform often responds on the grounds of newlyweds' exclusive or systematic errors, resulting in difficulties in safeguarding users' rights.

For the platform, differentiated pricing is the most advantageous if consumers do not consider fair concern. But now, many consumers are starting to pay attention and discussion, which will actually push manufacturers to reconsider pricing strategies. Chi Lan said.

CEO, the software company, told fuel economy that businessmen have come up with a lot of tricks to fight price wars. For example, Taobao now has a lot of products. The price of many goods is priced at 9.9 yuan. In fact, it is 35 yuan and 9.9 yuan is the price of accessories.

This practice results in the existence of the price rising and descending button of the platform, and users feel that they have been cheated. In the past, consumers would also use the price parity of APP to screen the preferential price for themselves, but as the business became more and more smart, the price APP also lost its role.

"With the constant development of thousands of people, the most extreme situation is that price discrimination and customer segmentation will be achieved, that is, for every user, the platform will only recommend the category and brand that is most profitable to them." Xia Yi said, but it's best not to happen.

With the awakening of users' self-protection consciousness, the platform should realize that there are still many things to be optimized.

For example, using big data to predict consumer demand. "Because even the most sensitive customers, the willingness to pay for the same goods or services will have different answers with urgency and different scenarios. If a business can push the matching goods and services when the user needs it most, users will be willing to pay a higher price. Xia Yi said.

Ella has suggested that the development of the electricity supplier is no longer satisfied with serving only part of the high value users. Instead of dividing the user, the platform can turn the users who are currently low in value and the users who are not satisfied into the high value users, and make value-added services for the users. "We used to think that users in cities below three lines and outside the rings were of no value, but with the advent of the wave of consumer upgrades, this part of the users will become more valuable users than the second tier."

Never buy the essence of sale, do not let this helpless Tucao become the reason for consumers to abandon the platform.