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“跨境營銷概述（十五）：定價實踐”
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Today Xiaobian brings you an article
"Overview of Cross-Border Marketing(15): Pricing Practices"
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一、定價過程Pricing process
1、3段9步定價過程3-stage, 9-step pricing process
2、快速定價過程Quick pricing process
有時，跨境電商産品的生命周期非常短暫，嚴謹的經典定價過程資金和時間成本高，不 能滿足大部分跨境電商産品的快速定價需求。是以，業界常用對标法完成産品快速定價，一 般可以細分為3種：算術均值對标、心理中位對标和競品對标。
Sometimes, the lifespan of cross-border e-commerce products is very short. The traditional pricing process is rigorous but expensive and time-consuming, making it unsuitable for the fast pricing needs of most cross-border e-commerce products. Therefore, the industry often uses benchmarking methods for quick product pricing, which can generally be divided into three types: average benchmarking, psychological median benchmarking, and competitor benchmarking.
（1）算術均值對标，即搜尋同款商品的所有供應商，對合理的定價資料計算算術均值， 按該均值定價銷售。
Finding the average price by looking at all the suppliers of the same product, calculating the average from reasonable price data, and then pricing the sale based on that average.
（2）心理中位對标，即使用前面提到的公式 定價=低價+（高價-低價）×0.618 确定産品定價。
The psychological midpoint benchmarking uses the formula mentioned earlier: Price = Low Price + (High Price - Low Price) × 0.618 to set product pricing.
（3）競品對标，即密切跟蹤某競品的價格，根據競品價格随時調整定價。
Competitive benchmarking means closely tracking a competitor's prices and adjusting your own pricing accordingly.
二、建立産品價格體系Establishing a product pricing system.
考慮産品定位的組合定價Consider the combination pricing of product positioning.
例如，在跨境電商店鋪營運中，必須将産品定價分為引流款、平銷款和利潤款。應區分 不同價格層級的産品的作用。
For example, in operating a cross-border e-commerce store, you need to categorize product pricing into three types: traffic-generating products, regular-selling products, and profit products. It's important to distinguish the roles of products at different price levels.
（1）引流款：結合産品成本，産品價格應低于市場價格，此産品會為店鋪帶來客流量。 店鋪的引流款定價在目标客戶心理中位價中間偏下，計算公式如下。 定價=低價+（高價-低價）×浮動系數 但根據産品的差異化程度，浮動系數一般在-0.4到0.4之間，需要根據實際情況來确定 浮動系數的具體值。需要注意的是，在實際應用中，引流款的定價浮動一般通過折扣的形式 展現。 另外，随着引流款銷量的大幅提升，如果商家利用大規模生産的優勢，商品的成本價會 大幅降低，則商家在定價上會擷取越來越多的自由空間。商家很可能會擷取絕對的價格優勢 突破原有的定價規則，進而以低于競争對手的價格鞏固引流款的産品排名及相關競争力。
(1) Traffic-generating products: Based on the product cost, the price should be lower than the market price. These products are meant to drive traffic to the store. The pricing for these products is set slightly below the median price perceived by the target customers, using the following formula: Pricing = Low price + (High price - Low price) × Fluctuation coefficient. The fluctuation coefficient usually ranges from -0.4 to 0.4, and should be determined based on actual circumstances. Note that in practice, the pricing fluctuations for traffic-generating products often manifest as discounts. Furthermore, as sales of these products significantly increase, if the seller leverages the advantages of mass production, the cost can decrease substantially, giving them more freedom in pricing. They may gain a competitive price edge, breaking the original pricing rules and solidifying the ranking and competitiveness of these products by pricing them lower than their competitors.
（2）平銷款：即日常銷售産品。産品價格應和市場價格保持持平，保證店鋪日常銷售額 平銷款可以直接使用心理中位對标進行定價，計算公式如下。 定價=低價+（高價-低價）×0.618
(2) Regular-selling products: These are the everyday products. Their prices should match the market price to ensure the store’s daily sales. Pricing for these can directly use the median psychological reference, calculated as: Pricing = Low price + (High price - Low price) × 0.618.
（3）利潤款：産品價格應高于市場價格，以保障店鋪毛利，計算公式如下。 定價=低價+（高價-低價）×浮動系數 式中，浮動系數一般在0.75到1之間。一般來說，利潤款的定價一般高出引流款10%～60%。
(3) Profit products: The price should be higher than the market price to secure the store's gross profit. The formula is: Pricing = Low price + (High price - Low price) × Fluctuation coefficient, where the fluctuation coefficient typically ranges from 0.75 to 1. Generally, the pricing for profit products is about 10% to 60% higher than that of traffic-generating products.
（4）形象款：形象款産品是為了提升店鋪的形象，以增加消費者的價值感，計算公式如下。 定價=低價+（高價-低價）×浮動系數 式中，浮動系數一般在1到2之間。這種産品在一個店鋪中不會太多，一般為1～2款。
(4) Image products: These are meant to enhance the store’s image and increase perceived value for consumers. The formula is: Pricing = Low price + (High price - Low price) × Fluctuation coefficient, with the fluctuation coefficient usually between 1 and 2. There won’t be too many of these products in a store, usually about 1 to 2 items.
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文案|羅姗
排版|羅姗
稽核|zy
參考資料：跨境電商營銷策劃
翻譯來源：ChatGPT
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