Let’s take a look at the selling methods of the hot-selling brands on Double 11, which are full of tricks!

The annual Double 11 global shopping carnival is here again.

I have to say that one Double 11 event is enough for marketers, operators, and copywriters to learn seriously for a whole year.

Especially the promotional pages of brands, whether it is the gameplay, format, or copywriting, they are very worth reading and observing, and are definitely valuable knowledge.

I specifically went to check out the flagship stores of some of the hot-selling brands during past Double 11 events. Let’s take a look at their promotional displays and learn and use them right away.

Have you ever thought about whether your purchasing decisions are really what you think they are - your own rational and smart decisions?

Not necessarily. Really not necessarily. It's full of routines.

01. Price Anchor

Price anchors are enduring in e-commerce applications.

The general meaning is that if you encounter a certain product, the price that impresses you at first sight (or the price when we first decide to buy this product at a certain price) will have a long-term impact on your willingness to bid for this product in the future.

This price is the "anchor".

For example, the original price is 999, and the current price is 399. Simple and practical!

This 999 is an anchor price, which enhances your perception of the value of the product itself: this product is of good quality and worth 999 yuan.

If there was no anchor and only the current price was 399 yuan, people would think that this product was relatively cheap and there would be no surprise of a discount.

Someone did an experiment in which they divided consumers into two groups and asked each group how much an anti-inflammatory drug was worth.

Group 1: How much do you think this box of anti-inflammatory medicine costs? The result was that most people estimated it to be around 50 yuan.

Group 2: Do you think the price of this box of anti-inflammatory medicine is higher or lower than 500 yuan? The result was that even though everyone in the second group thought the drug couldn't possibly cost 500 yuan, they still estimated an unreasonably high price: 200 yuan.

Here, the "500 yuan" asked to the second group of consumers is an anchor, which subtly increases consumers' valuation of the product.

By using price anchors or comparing product prices to create a relative value, consumers can be more likely to recognize the value of the product and place orders.

This can be seen everywhere in various brand activities during Double 11.

Midea price comparison

Dyson curling iron directly "attacks from front and back"

Estee Lauder Star Repair Kit

As you can see, the total value of Estee Lauder's "Star Repair Kit" is 4,575 yuan, which made me realize how cost-effective 2,540 yuan is, and also made the 250 yuan advance deposit seem so tempting.

02. Price sharing

When a consumer comes across a product she likes and is about to add it to the shopping cart, she may start to calculate the bill and perhaps feel that the item is a bit expensive. At this time, you might as well help her to settle the account.

Brands like to spread prices evenly, taking a price that seems a bit expensive and splitting it into smaller presentations to make the product look very cost-effective.

You can divide the price by the number of days of use and calculate how much it costs per day, so that he feels it is a good deal. It can also be divided by quantity or frequency.

For example, a dishwasher costs 2,800 yuan, which is almost the same price as a refrigerator. When you tell consumers that they can be free from a greasy kitchen for only 1.5 yuan a day, she may no longer worry about the price.

This trick is very popular in the knowledge payment industry nowadays. A course that costs 199 yuan a year can be split into 0.5 cents a day.

Buy 3 Pechoin masks and get 4 free, and it is directly written that each piece is only 1.82 yuan. This kind of amortization makes you ignore the fact that you will spend more money if you buy 3.

Vinda paper towels are even better. They simply increase the quantity to 6 packs without raising the price, which means one pack costs less than 2 cents.

The official price of ViVO NEX 3 (5G) starts at 5698, which can be spread out over 12 interest-free installments to a daily payment of 15.7 yuan, which doesn’t seem expensive.

03. Bundling loss

Many computer brands will say "Buy a 3999 yuan computer, and get a headset, a high-end mouse pad, and one-year free on-site repair" instead of listing the price of the headset, on-site repair, etc. in the 3999 yuan!

If you spend the same amount of money on products and services for 3,999, why do you describe some parts as “free” ?

This is actually bundling losses.

If you add up all the costs and spend only 3999 at a time, you won't feel like you are spending multiple times for multiple things (3000 for a computer, 200 for headphones, 200 for repairs...), giving you the illusion that your losses are reduced.

Get several things for one price, rather than having you pay cruelly several times. That's the difference.

Countless businesses will say "free shipping" instead of "the total cost is 100 yuan, of which you spent 85 yuan on clothes and 15 yuan on postage."

Similarly, if the "benefits are dispersed", the "benefits" perceived by consumers will also increase. Brands will do everything they can to bundle losses while dispersing profits.

Therefore, every year on Double 11, people will not say "we sold you a lot of packages, including computer mouse, etc.", but "buy a computer, and get a mouse headset, a high-end mouse pad and repairs for free."

As Taylor wrote in Marketing Science magazine: "Don't put Christmas presents in a box."

Estee Lauder offers a "16-piece travel gift" when you purchase it. On the one hand, these products are bundled together to reduce consumers' sense of price loss;

On the other hand, it also maximizes the dispersion of benefits, and it feels like there are many benefits, but in fact, the wool comes from the sheep.

Pechoin directly offers “buy 1 set and get 2 sets” and lists the detailed sets. Doesn’t it feel like a super cost-effective deal?

04. The Decoy Effect

When people make choices between equally matched options, the addition of a third new option (the bait) will make one of the old options appear more attractive.

This is what we often call the "bait effect" in marketing planning. It is a typical way to take advantage of people's comparison psychology when shopping.

For example, some stores always put some high-priced goods that are basically unsaleable. The quality is not very good, but they are expensive. This is a deliberately placed “bait item” that makes other products appear to be more “good value for money”.

Another example is the subscription case of The Economist magazine, which is very classic:

① Electronic subscription: US$59.

② Paper subscription: US$125.

③ Electronic and paper subscription: $125.

Why would they offer this option when the price of a digital and print subscription is the same as a print-only subscription? Is this a mistake?

The experimenters gave 100 MIT students the above price list and asked them about their purchasing choices. When all three options were available, students chose the hybrid subscription; when the $125 print subscription option was removed, students chose the cheapest option.

This means that the middle option is not invalid. It provides students with a reference. Through comparison, they will find that the mixed subscription is very cost-effective, thus stimulating them to spend more money on magazine subscriptions.

This is the bait effect that is common in our consumption behavior. Think about it, isn’t this kind of bait item quite common?

Let me give you an example. There are two similar mattresses. One originally priced at 750 and is now priced at 450; the other originally priced at 650 and is now priced at 450. Which one would you choose?

The price of Pechoin's essence water is 59 yuan for a single piece, and 19 yuan for a limited time for the second piece. It is obvious that the main promotion is to buy 2 pieces, and the price of a single piece is a bait item.

If it is written directly as 2 pieces for 78 yuan below, the effect will be much worse.

The unit price of Vinda toilet paper is 56.9 yuan, and there is a limited time discount of 15 yuan for 2 pieces, and the average price for 4 pieces is only 45.65 yuan. The same principle applies, which is to guide consumers to buy more and increase the quantity.

This is a bit like Wei Ya's live broadcast room. Every time it starts, they say how much one piece costs, which doesn't feel like anything. Then they say how much two pieces cost, how much three pieces cost, and how low the four pieces cost. It feels more and more like that.

05. Diderot Effect

The Diderot effect is a common "the more you get, the less you feel" effect. When you don't get something, you feel calm, but once you get it, you are not satisfied.

For example, you bought a pair of AJ shoes that you have been longing for, and then you kept muttering in your mind: "No, there are no pants that match these shoes" or "I just saw a nice pair of pants, and there is a discount, so I might as well buy a pair of pants to match them."

After buying the pants, you start to wonder if you still need a matching sweatshirt. There is a discount promotion going on, so you can buy a nice piece of clothing...

Is it over? It’s not over yet.

You will keep wondering if you are still missing a hat, bag, belt, or accessories...

It just so happens that the recommendation mechanism of the e-commerce platform is a chain of links, which makes you feel like a fish in water and get whatever you want. As a result, you buy again and again, and even buy some things that you don’t need at all.

This purchasing psychology is called the Diderot effect , also known as the matching effect.

It refers to the phenomenon that after people own a favorite item or a new property, they will continue to configure it with corresponding items in order to achieve psychological balance.

I believe many people will have this kind of trouble on Double 11!

There is a restless "Diderot" living in everyone's heart, and it is easy to be activated!

Li Jiaoshou said in the advertisement, "You use perfume that costs thousands of yuan, but you use 39 yuan supermarket shampoo." He matched shampoo with higher-end perfume, which made consumers fall into the vortex of Diderot effect and drove them to buy better shampoo.

It’s no wonder that merchants always like to sell sets and recommend related products. When you buy something on Tmall, there will always be countless related recommendations.

And what is the most important thing?

When you shop, you don’t simply regard this “matching package” as a purchase behavior, but rather as pursuing what you desire, building a better self, or achieving a better life.

Looking at it this way, I feel that the consumption on Double 11 is a silent and effective way of making a difference.

06. Loss Aversion

Loss aversion refers to the fact that when people are faced with gains and losses of similar amounts, they find losses more unbearable. We care more about the unhappiness of losses than the happiness of gains.

When it comes to deciding their own returns, people tend to be risk averse. When people face losses, they all become extremely adventurous and are all risk-seeking adventurers.

Let’s take the simplest example:

1) 100% chance to win 10,000 yuan;

2) There is a 70% chance of getting 30,000 yuan and a 30% chance of getting nothing.

Do you prefer 1 or 2?

I guess more people would choose to get 10,000 yuan without any risk, rather than having a 70% chance of earning 30,000 yuan, because there is a 30% chance of getting nothing, which is too much of a loss.

Therefore, there are two common marketing methods now. One is called building a better future, which is to constantly create various profit opportunities for you, so that you feel you will lose a lot if you do not choose.

The other approach is more direct and is to constantly emphasize the losses. It is to tell you the consequences of not making a choice. You will lose a lot and it is not worth it.

You often see merchants offering flash sales and limited-time discounts, making you feel that you will lose an opportunity if you don’t participate in the promotion. And this "sense of loss" will prompt you to do everything you can to place an order quickly.

Balabala Children's Wear tells you that "the first 1,111 people who pay a minimum of 600 yuan will receive a full set of children's wear for 2020." If you spend less than 600 yuan or act too slowly, you may miss out on this super benefit.

On the one hand, Estee Lauder provides you with various profit opportunities, and on the other hand, tells you that "if you miss the rare price reduction, you will have to wait for a year" and "the sets are not discounted normally, but when they are discounted, you will be afraid of it."

07. Sunk Costs

When people decide whether to do something, they not only consider whether it is good for them, but also whether they have invested in it in the past.

We call these investments that have already occurred and cannot be recovered, such as money, time, energy, image, etc., "sunk costs".

For example, if you spent 160 yuan on a meal and found out that you can get a 30 yuan refund if you spend 200 yuan, do you think you should order something worth 40 yuan? This is how planners exploit the sinking effect.

Sunk costs are everywhere during Double 11, typical examples being deposits and various discount coupons. When more effort, attention, and cost are put into something, we are more willing to buy it later.

Estee Lauder buy one get one free with deposit.

Haier Refrigerator directly launched: if you make a reservation for 1 yuan before Double 11, you will receive a 6-piece knife set worth 199 yuan, 2 chances to draw a color TV worth 4999 yuan, and you can also join Haier membership to win a 999 yuan red envelope. All of this is to make you invest sunk costs, which is really hard work!

The Three Squirrels’ tiered discount coupons will make you sink into them step by step, and before you know it, you’ll be buying a lot and end up spending 400 yuan.

08. The psychology of virtual ownership

Most of the time, once we own something, it becomes more valuable to us, and we are very reluctant to lose it.

As the book "Freakonomicon" says, the ownership effect causes humans to instinctively produce irrational quirks:

We become obsessed with what we already have. Not only do we give higher evaluations, but we always focus on what we will lose rather than what we will gain. We have a strong fear of loss.

In fact, we feel this way not only about the things we already have, but also about the things we hypothetically have.

This is the “virtual ownership effect” often used in the marketing circle, and you can’t escape it.

For example, when we watch auctions in many movies, why do many people keep raising the price all the way to the bottom during the bidding? It may even exceed your own psychological budget.

This is obviously unreasonable. They are such rich people, how could they be so impulsive?

One of the important reasons is the psychology of virtual ownership. Think about it, every time we make a bid, we will feel that we already own the auction item.

Once we think we are the owner of the auction item, we will force ourselves to pay a high price again and again to prevent losing this ownership.

It's mine, don't even think about taking it away from me!

Many businesses will try every possible way to make us feel like we own a product (virtually) before we actually own it. Then greatly increase the purchase rate.

A typical example is the deposit mentioned above. Once you pay a small deposit, you will feel that the thing is yours, and you will be more willing to protect it from being lost. Then paying a larger balance will naturally be a piece of cake, which will greatly increase the Double 11 transaction rate.

Another example is giving consumers trial packages, or letting consumers try out, watch, or play with products, etc., which is also taking advantage of the "virtual ownership" psychology.

Once a consumer tries the product, he is likely to regard it as his own and will have a lot of imagination about himself and the product.

At this time, the consumer will not only give the product a higher evaluation invisibly, but will also regard not getting it (not buying it) as a loss, which he is unwilling to lose.

There is one more thing that must be mentioned, which is the packaging strategy we see most often - full refund within 30 days if you are not satisfied .

Such a sentence can largely eliminate consumers' worries about purchases. If they are not satisfied, they can get a full refund, which makes people buy more boldly and with confidence!

But what is the actual psychology of consumers? It might be something like this: "Buy it and try it out, and if it doesn't work I'll give you a full refund."

And this is exactly what merchants want to see - more people will come into contact with the goods and use the product because of this idea.

Once you start using it, you may develop the ownership psychology mentioned above towards the product. As a result, few people will actually choose a full refund. Some people may find some minor problems after using it for a period of time but do not delve into the details.

In fact, by now you will understand that what we often say about making products scenario-based, situational, enhancing the experience, sense of immersion, triggering associations, etc., can easily make consumers have virtual ownership.

09. Social recognition

The "social identity principle" mentioned in the book "Influence" means that people's behavior in groups is often influenced by others, and they may even respond accordingly based on the reactions of people around them.

Scientists believe this internalized group behavior is what we call social learning, and it starts when we are very young, when we see group members do something and our brains reward us for following in their footsteps.

This is also called following the crowd.

The herd mentality also has a kind of self-suggestion to reduce losses. If you don’t follow the crowd, you feel that you will lose something.

For example, when going out to eat, everyone will think that the food with the longest queue outside the store must be delicious; the products "ranked by sales volume" on Tmall must have the best price-performance ratio; and the "tens of thousands of copies sold" on Double 11 will make you more willing to pay.

When businesses create and promote a "hot-selling" phenomenon, it often leads to hot-selling results in the end. This is also a common method of promotion.

Midea’s small rice cookers sold out 1,049,000 units in a single store! It is simply a shot in the arm for consumers.

Pechoin Essence Cream has sold more than 257,000 bottles in total! And more than 35,000 bottles have been pre-ordered on Double 11. With data like this, it would be a shame not to use it!

Three Squirrels’ macadamia nuts sold out 3.5 million bags! Don’t say anything, just buy it!

10. Mental Accounting

Have you noticed that more and more promotions now say "200 off for purchases over 1,000" instead of "20% off for purchases over 1,000"?

Why is the purchase-reduction strategy so popular? Here we have to talk about the user's psychological account.

Assume the following two scenarios:

1) One day you accidentally scratched your car and spent 1,000 yuan to repair it. When you returned to the office, you found that you had won 200 yuan in a lottery.

2) One day you accidentally scratched your car and spent 800 yuan to repair it.

Of these two situations, which one do you think you can accept more? It should be the first one, and the experimental results also prove this.

Why? Because we tend to set up different "mental accounts" for gains and losses, and are accustomed to looking at different "mental accounts" from different perspectives.

The cost of repairing a car is in the "accidental loss account" in our minds. At this time, the difference between 800 and 1000 is not that big, and the loss and pain brought to us are almost the same.

Winning the lottery is like a "windfall account" in our hearts. 200 yuan is much better than 0, and it will undoubtedly bring us more positive stimulation.

Similarly, the full-reduction strategy also uses this principle. If a product is discounted by 20%, a 1,000 yuan item can be purchased for 800 yuan, so the difference doesn't seem that big.

But if you get 200 off for orders over 1,000, it feels like you have already paid 1,000 yuan and then earned an extra 200 yuan.

These are two different psychological accounts, which make consumers feel that they are getting more benefits. Even small differences cannot be ignored.

Including the ubiquitous discount coupons, vouchers, and no-threshold coupons on Double 11, once you get them, you will also classify them as an "unexpected gain account" . You will never want to waste them, and you will feel more comfortable if you use them.

For example, if a piece of clothing is priced at 2,000 yuan, if you buy it for yourself, you may feel it is expensive and be reluctant to buy it, but if it is a birthday gift for a loved one, you may buy it without hesitation.

This is also because users classify these two types of expenditures into different "psychological accounts". Clothes bought for oneself are "daily clothing expenses" , but clothes bought for loved ones are classified as "emotional maintenance expenses" . Obviously, most people would be more willing to spend money on the latter.

If you think about it carefully, this is also a powerful weapon that affects your purchasing decision.

above.

In general, after a Double 11, whether it is marketing, operations, or copywriting, there are too many things that can be imitated and learned from, and they can be imitated at the pixel level.

After all, even if you spend tens of thousands of yuan on an MBA class, you can't see a project with sales of hundreds of billions of dollars up close throughout the entire process.

Here, I have only shared the tip of the iceberg from a few perspectives, just to stimulate discussion. Everyone can take what they need from this multi-billion dollar project, and the contribution made on Double 11 can be regarded as tuition fee.

If this article is of some help to you, please share it with people around you. Remember to click "like" and give a reward.

Author: Mumu Old Thief

Source: Mumu Laozei