Short videos bring hot-selling products: What is the charm of low-priced products?

When I was chatting with a friend yesterday, we talked about this topic: Why are there so many products with free shipping for 9.9 yuan on short video platforms?

Although many people, including me, have doubts about the quality of products with free shipping for 9.9 yuan, when the psychological expected price is too low compared to the actual price, we dare not buy it easily. Note the word "dare not" here.

But in fact, there will never be a shortage of people who "dare" to buy, and there are quite a few of them:

This is the monthly product sales data of Douyin and the entire platform in December last year that I captured from Feigua data. It is not difficult to see that on the short video platform, the 9.9 yuan free shipping routine still works, and in terms of sales, it is far ahead.

What is the charm of 9.9 free shipping? Today I would like to share my views with you.

1. The advantage of the low price: Why are these products sold at such a low price?

Through observation, it is easy to find that these products marked with "9.9 free shipping" are mainly daily necessities, snacks, fruits and other commodities. These commodities have one thing in common: low cost.

The most important reason is that these products themselves are not of high value. Using them for activities can be used as a gimmick and can also be used to realize cash by increasing sales. This is a deal that kills two birds with one stone.

Friends who do business should all know that the most effective marketing copy is actually two words: cheap. Do you still remember how live streaming e-commerce first opened up the market?

That’s right, it’s a low-price promotion, using price advantages to attract users to buy products. These low-priced goods are very easy for consumers to accept, and the low-price stimulus makes consumers reduce their consumption rationality.

If you think about it this way, the only way to eliminate consumers' doubts caused by low prices is to lower their overly high expectations of the product. For example, people will doubt the quality of a laptop that costs 9.9 yuan and has free shipping, but they will not doubt whether there is any problem with a mobile phone case that costs 9.9 yuan.

From this perspective, it is not difficult to understand why most of the products with free shipping of 9.9 are "small items".

Smarter merchants have another trick to boost sales, which is to make consumers think that they have spent 9.9 yuan and received a value greater than 9.9 yuan. It should be noted here that the value exceeding this value must be reasonably controlled. A value that is too high will make people defensive, for the same reason as above.

To summarize: Why are these products sold at such low prices?

1. Because the cost is low;

2. Price advantage can attract more consumers;

3. Appropriate price reduction can give users a "bargain-seeking" shopping experience, thereby achieving the goal of promoting sales.

2. How the low-bidder plays: What are the tricks of the 9.9 live broadcast room?

Next, I have compiled some common and easy-to-use live broadcast room 9.9 routines for you to provide you with an idea for bringing goods:

1. Only carry low-priced products such as 9.9

There are some accounts that have very few followers. Although there are not many people in the live broadcast rooms of these accounts, they can still make a lot of money because the products they promote are very specific and targeted.

These accounts only carry products such as those with free shipping for 9.9 yuan. If you open their small yellow carts, you will find that there are basically no products priced over 100 yuan. For example, we have previously introduced the account #汪小炸好物分享. If you open her product display window, you will find that most of the products are very low priced.

This means that for this account, 852,000 fans follow the account because of its “good quality and low price”. Then take a look at the sales volume, and I ask you, are you envious?

Don’t underestimate products priced at 9.9 yuan. They are easy to bring and very easy to sell. A little bit of money will add up to a lot. If you buy more, you will make a lot of profit.

2. 9.9+ other high-priced products

This routine often appears in corporate accounts and some accounts that already have a certain fan base.

When browsing the live broadcast room, gimmicks such as "super value benefits in the live broadcast room, limited time flash sales for 9.9 yuan" can often attract many users to stay in the live broadcast room. Especially for some accounts with a certain degree of popularity, the method of "low price limited quantity/limited time sales" is simply a sure-fire way to win.

The purpose of these merchants is to increase account searches through these low-priced products, drive traffic to the accounts, and guide consumers to purchase other normal-priced products.

In actual practice, I also recommend creating a corporate account, and friends who want to live broadcast their products can also try this method. You can preheat the live broadcast room and use it as the highlight of the live broadcast.

3. The low bidder’s trick: What are the things to pay attention to?

Finally, let’s summarize the precautions for live streaming with low-priced products:

1. Choose the right product

Not all products with low average order value are suitable for selling in our live broadcast room, and not all products with low average order value can achieve good results, so when selecting products, pay special attention to choosing suitable products.

1) Daily consumables

For example, paper towels, wet wipes, chopsticks, toothbrushes... these products are consumables that we often use in daily life. The general cost of these products is relatively low, but because of their high consumption, there is a market for them regardless of the season.

2) Popular products of the season

For example, in the summer you can often see ice trays, ice bags, and watermelons; during the Spring Festival, there are Spring Festival couplets, red envelopes, and dumpling-making tools... These products are all popular items of the season, and because they attract a lot of attention from users, they are also high-selling products.

ps. In addition to the popular products of the season, off-season products are also very popular among consumers. They can not only clear up the backlog of inventory, but also bring good reviews and sales to the account.

3) Products suitable for your account

It depends on the positioning of your account. If it is an educational account, you can bring courses with low customer unit price. If it is a beauty account, you can bring makeup items. If it is a decoration account, you can also bring consulting opportunities like "9.9 help you look at house types" and so on.

2. Pay attention to costs

Here I suggest that friends who have Douyin stores can launch activities such as "9.9 flash sales" or limited-time low-price purchases from time to time when doing related live broadcasts or short videos. It is not recommended to do this for a long time because it is easy for consumers to think that you are selling low-priced products, which is not conducive to the launch of high-priced products in the future, and the cost of doing it in the long run is too high.

The advantage of holding activities from time to time is that it can bring a sense of freshness to users, and combined with other promotional activities it can also boost sales of other products in the store.

3. Pay attention to quality assurance

No matter how low the price is, no one wants to buy a pile of garbage home.

Therefore, it is also very important to ensure the quality of low-priced goods. Here we simply suggest that you do not buy fruits, fresh produce and other products that have a short shelf life and are easily damaged.

It takes ten good reviews to make up for one bad review. I have seen too many accounts that claim to have low prices but have been abandoned or even reported by fans and blocked because the actual products are seriously inconsistent with what they advertised.

4. Don’t engage in false advertising

It should be said that no matter what kind of product you bring, you should pay attention to this issue. Do you still remember “Simba Bird’s Nest” from before the New Year? Strictly speaking, the bird's nest is also a product with a low unit price. With the host's hype, its sales volume is very high, but the backlash is even more serious.

What’s important is that live streaming sales will only become more and more strict in the future.

Author: Short Video Operation Diary

Source: Short Video Operation Diary (gh_a49c091205cb)