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“跨境营销概述（十五）：定价实践”
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Today Xiaobian brings you an article
"Overview of Cross-Border Marketing(15): Pricing Practices"
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一、定价过程Pricing process
1、3段9步定价过程3-stage, 9-step pricing process
2、快速定价过程Quick pricing process
有时，跨境电商产品的生命周期非常短暂，严谨的经典定价过程资金和时间成本高，不 能满足大部分跨境电商产品的快速定价需求。因此，业界常用对标法完成产品快速定价，一 般可以细分为3种：算术均值对标、心理中位对标和竞品对标。
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）算术均值对标，即搜索同款商品的所有供应商，对合理的定价数据计算算术均值， 按该均值定价销售。
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）心理中位对标，即使用前面提到的公式 定价=低价+（高价-低价）×0.618 确定产品定价。
The psychological midpoint benchmarking uses the formula mentioned earlier: Price = Low Price + (High Price - Low Price) × 0.618 to set product pricing.
（3）竞品对标，即密切跟踪某竞品的价格，根据竞品价格随时调整定价。
Competitive benchmarking means closely tracking a competitor's prices and adjusting your own pricing accordingly.
二、建立产品价格体系Establishing a product pricing system.
考虑产品定位的组合定价Consider the combination pricing of product positioning.
例如，在跨境电商店铺运营中，必须将产品定价分为引流款、平销款和利润款。应区分 不同价格层级的产品的作用。
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：结合产品成本，产品价格应低于市场价格，此产品会为店铺带来客流量。 店铺的引流款定价在目标客户心理中位价中间偏下，计算公式如下。 定价=低价+（高价-低价）×浮动系数 但根据产品的差异化程度，浮动系数一般在-0.4到0.4之间，需要根据实际情况来确定 浮动系数的具体值。需要注意的是，在实际应用中，引流款的定价浮动一般通过折扣的形式 体现。 另外，随着引流款销量的大幅提升，如果商家利用大规模生产的优势，商品的成本价会 大幅降低，则商家在定价上会获取越来越多的自由空间。商家很可能会获取绝对的价格优势 突破原有的定价规则，从而以低于竞争对手的价格巩固引流款的产品排名及相关竞争力。
(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）平销款：即日常销售产品。产品价格应和市场价格保持持平，保证店铺日常销售额 平销款可以直接使用心理中位对标进行定价，计算公式如下。 定价=低价+（高价-低价）×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）利润款：产品价格应高于市场价格，以保障店铺毛利，计算公式如下。 定价=低价+（高价-低价）×浮动系数 式中，浮动系数一般在0.75到1之间。一般来说，利润款的定价一般高出引流款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：形象款产品是为了提升店铺的形象，以增加消费者的价值感，计算公式如下。 定价=低价+（高价-低价）×浮动系数 式中，浮动系数一般在1到2之间。这种产品在一个店铺中不会太多，一般为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|罗姗
排版|罗姗
审核|zy
参考资料：跨境电商营销策划
翻译来源：ChatGPT
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