For marketers, there are many knowledge theories such as brand, copywriting, management, strategy, etc., but in terms of pricing, there are very few people who are familiar with and understand the secrets of price. The 4P theory is the cornerstone of marketing, text message service namely product, price, channel, and promotion. However, our understanding of the 4Ps is "biased", and everyone generally fails the "price" subject. For example, during the epidemic, Haidilao and Xibei were scolded for hot searches because of their price increases, and then they quickly apologized and lowered their prices. Big brands have been so "ignorant", let alone many small brands? Brands, copywriting, management, strategy... These books and theories can be piled up into a hill,
not to mention a lot. But only in the aspect of price, there are fewer people who have studied it, fewer people have written a book, and even fewer people think that this is a matter of knowledge. How to increase the price so as not to overturn? Is text message service the historical low price in the live broadcast due to the incompetence of the operator or the trend? Why do I say low price is the most advanced strategy? Behind these problems is the secret of price. The concept we will digest today is - pricing. 01 If consumers have steel scales in their hearts, what are the scales? We all know that the first thing to look at in pricing is cost. For example, the consulting industry is a high-fee industry because the cost of consulting services is time. Whether it is management consulting, financial consulting, psychological consulting, or brand consulting, a consultant can only sell the same amount of time to one client,
so his fees will not be cheap. Take brand consulting as an example. A few years ago, I did brand consulting for a satellite TV, and the annual fee was 3.6 million. Moreover, at that time this fee was only a moderate price in the brand consulting industry. Brand text message service consulting companies also often do training business, because brand consulting is a knowledge product. If the customer does not understand the basic brand concept, he cannot judge whether the solution given by the consulting company is right or wrong. The training courses of the top domestic brand consulting companies are about 100,000 per person per cycle. Because the time cost is compressed, a lecturer can sell a portion of time to hundreds of students in the classroom. But if a consultant can sell the same amount of time to more people, the price of his services can be further reduced.