Price Strategy 策划.docx

Pricing Strategy Pricing strategy is a very important part of the marketing mix. The price is usually the important factor that affects the success of the transaction, but also the most difficult factor in the marketing mix. The goal of enterprise pricing is to promote sales, to obtain profit. This requires companies to consider the cost of compensation, but also to consider the consumers ability to accept the price, so that the pricing strategy has the characteristics of both sides of the two way decision. In addition, the price is still the most flexible factors in the marketing mix, which can make a sensitive response to the market. In the first formulation of the price, the enterprise should consider the following factors: (1) the pricing objectives; (2) to determine the demand; (3) the estimated cost; (4) the choice of pricing method; (5) the final price.Basic pricing strategy1. Penetration pricing strategyH&M take penetration pricing in the introduction of new products, in the early development of lower prices as much as possible to attract more consumers. The purpose is to accelerate the growth of the market in the short term, sacrifice high profit margin to achieve high sales and market share, to prevent competitors from entering, thereby generating significant economic costs and benefits, so that the cost and price can be continuously reduced.2. Psychological pricing strategyTake the mantissa pricing methods and psychological habits, stimulate consumer desire to buy, so as to increase sales.3. Discount pricing strategyH&M take seasonal and cash discounts to attract customers, and deal with outdated products, to ensure the turnover rate.High quality and low price price strategy1. Fast fashion clothing brand production and logistics are part or all outsourcing. By outsourcing, brands can buy means of the suppliers and third party logistics enterprises, professional production and service experience, and enjoy the cost advantage of the economies of scale. H&M brand all products manufacturing is completely outsourced to the worlds 800 factories, all of these plants are located in the lowest wage costs of the country.2. Improve lead time. Take the ZARA brand, for example, ZARAs more than 400 designers will launch more than 20000 models each year, and from the product design to the shelves just two weeks. Regarding to H&M, lead time takes 21 to 25 days, while the domestic garment enterprises generally need 6 to 9 months. The reduction of the leading time reduces the cost of the enterprise, and is more advantageous to the enterprise to adopt the fair price strategy.3. Inventory turnover time is short. Fast fashion fashion clothing brand design a lot of clothes every year. It will change two new designs every week, high-speed operation mode make the store product updates very fast. This requires companies to strictly control the design, production and sales of each link, as far as possible to make each product cycle shorter.4. Fast fashion clothing brand rarely use discount strategy. Although these clothing brands will launch a large number of new clothes every year, but due to the number of each garment is small, so it will not produce a lot of inventory. Moreover, because of the use of discount policy, consumers tend to purchase at the beginning of the product market.Small profits and quick turnover is one of the keys to success for fast fashion brand, cheap is no longer taboo in the forefront, and become the excavation of the middle-income consumer tool, make luxury within reach. Ordinary people can accept the price and close to the international first-line brand design, tailoring and fashion is the fast f