Single product discounts, store full discounts, shop coupons, cross-store shopping allowances... Last year on Tmall Double 11, many people were troubled by the numerous discount rules, lamenting that studying the discount rules is like doing math problems, and even some People deliberately made a discount form strategy before snapping up.
From the product side, the whole industry generally adopts the preferential calculation rule of progressive full reduction. However, with the continuous increase of innovative marketing tools, it is understood that the current Tmall discount link can be superimposed up to 7 levels. The progressive calculation method is adopted. Whether the discount of each level can be enjoyed or not depends on the next level. Consumers who do not understand the rules often have no way of calculating how much money is left after the discount.
But this situation is about to be broken. Meng Ke, a senior product expert in Tmall's product department, told the reporter of "World Online Business" that in order to simplify the shopping experience of consumers and allow merchants to take the initiative in marketing activities, this year's 618, Tmall took the lead in trying to provide progressive discounts. The calculation method will be changed to parallel calculation. When calculating discounts such as full discounts, you only need to look at the event price. This also means that consumers can see at a glance how much they need to pay by subtracting the discount from the activity price of the product.
In the original Tmall shopping allowance (or cross-store full discount on Taobao), consumers need to calculate the store-level discount first, and then enter the threshold for the next discount calculation, so the discount threshold is constantly narrowing. The parallel discount is to move all the discount thresholds forward, and consumers will uniformly use the activity price to calculate whether the discount threshold is met.
Take the following picture as an example. For a product with a total price of RMB 300 when placing an order at a store, there are 3 types of discounts available: 1. 20 discounts for orders over 300 in the first two hours; 2. 30 discounts for store discounts over 300; 3 , Shopping allowance of 290 minus 20. Under the original calculation method, if 1 is met, the price minus 20 yuan is 280 yuan. At this time, 2 and 3 can no longer be used, and the final price is 280 yuan. Now using the parallel calculation method, the unit price of 300 yuan meets the requirements of all coupons, and the unified calculation is combined, and the hand price is 230 yuan.
For consumers, the benefits of parallel discounts are self-evident: discounts and orders can be calculated more easily, and there is no need to consider which discount to use first. Meng Ke said that this method of parallel discounts is closer to the offline shopping experience. “Sometimes shopping malls have activities that are divided into store discounts and mall discounts, but both are based on the label price of the goods. Online experience is also constantly catching up with offline.”
Not only do consumers save time, but so do businesses. Merchants usually take two ways to control costs: one is the principle of the base price of the product. By default, all the discounts are just used. From the base price, they are calculated in the reverse order of the discounts, and then an approximate product activity price is obtained; The other is to control by marketing costs, set a marketing budget, and then issue coupons based on usage. With parallel offers, both approaches remain valid, with greater certainty and easier to evaluate.
More importantly, due to the simplification of discount calculation methods, it is easier for consumers to calculate discounts, which can improve the willingness of some users with dyscalculia to make decisions, which is conducive to increasing online transaction opportunities, which is a great opportunity for merchants. Great benefit. As early as this year's 38th Queen's Day, in order to simplify the threshold for preferential use, Tmall paralleled shopping allowances and category shopping coupons. The most direct result is that consumers' usage rate of category shopping coupons has soared, "Since these two types of coupons It can be parallelized, then all the discounts will be calculated in parallel, which will definitely bring greater effects." So inspired by the Tmall product department, the transformation of the way of using the discounts was officially launched.
According to reports, at present, Tmall, Taobao, and Fliggy merchants can already see the promotional content related to parallel discounts in the background, and make relevant settings. The overall system will be switched at 3 am on May 24, that is to say, the Tmall 618 parallel discount calculation method will debut.
Of course, Meng Ke also reminded merchants that the investment promotion of Tmall's 618 promotion has begun, and merchants need to focus on calculating the way of profiting the store when registering at the store, so as not to exceed the budget or the reserve price limit.
Q: Why did you change the marketing rules from progressive to parallel? What are the benefits for businesses and consumers?
A: For Tmall, Taobao, and Fliggy merchants, "preferential discounts" (such as store full discounts, coupons, Tmall shopping allowances, Taobao cross-store full discounts, etc.) are a long-term and effective way to attract new customers, A tool to increase the unit price of customers and increase the repurchase of old customers. However, in the past year, due to the more and more diversified preferential methods, some consumers could not quickly perceive the size of the discount and chose to give up the purchase, resulting in the loss of business opportunities for both merchants and platforms. Therefore, the platform will simplify the core rules of "preferential tools (ie marketing tools)", so that consumers can perceive the discounts at a glance, improve the conversion rate of consumers, and let merchants know their own profit margins.
Q: In the process of rule switching, what needs to be done by merchants to obtain better marketing effects?
A: Merchants must first re-examine whether the profit margin exceeds expectations under the new rules. If it exceeds, appropriate adjustments should be made. Secondly, because the discount calculation method is simple, merchants can guide the price or collect orders on the product details page, so as to better improve the customer unit price or conversion rate.
Q: Which businesses and tools will involve rule switching?
A: All Tmall, Taobao and Fliggy merchants will be involved in rule switching. All marketing tools currently used or involved by merchants, including store treasure, coupons, 88 member discount cards, Tmall shopping allowances, Taobao cross-store full discount, Fliggy full discount coupons, Fliggy travel red envelopes, and all third parties in the service market discount tools, etc.
The original release time is: 2018-05-3
Author: Fan Tingting
This article is from Yunqi Community Partner " Tianxia Netshang ". For relevant information, you can follow " Tianxia Netshang ".