"Take what you want, you must take it first", a strategy of ancient art of war, has been applied to the extreme by modern businessmen.
"Give a little sesame seed and make a big watermelon. The benefits that merchants give consumers are almost all barbed bait.
Behind these beautiful advertising words "affordable", "affordable", "opportunity" and "cheap" may be the "trap" that consumers need to polish their eyes!
First, whose blood is "bleeding"
"Bleeding, big sale, 1 famous brand silk quilt, exported to the domestic market, and now the price is greatly reduced ..."
On this day, in the roadside free market, such shouts sounded from a portable loudspeaker.
The news of "price reduction" has always been irresistible to people who visit the market, and people who want to pick up bargains gather together in groups of three or five.
At the sight of someone, the young man who was screaming at his neck came to his senses: "Come and see, come and buy. There are not many stocks, and opportunities are rare. The original price is 98, and the current price is 58. Two pieces only charge 100 yuan, bleeding, big sale. "
In less than half an hour, the young man sold more than a dozen quilts. Just as he was full of ambition and busy getting some money, the price director of the market came.
"Please show me the shopping receipt!"
The young man was immediately stunned. Facing the people around him who want to see the truth, he is embarrassed, but he has to say it. After a long time, people realized that what he sold was not a "famous brand export quilt cover" at all, but an ordinary suburban small factory, and the purchase price was only in 25 yuan. I see! 、
First, raise the price sharply, and then "lower the price" slightly. This is called "bleeding", but it is really "blood sucking". This is a trick of unscrupulous businessmen to lower prices!
Although people's living and income levels are constantly improving, when they pay for things, the psychological habit of "picking up bargains" drives them away, which subconsciously dominates people's buying behavior.
Some people will buy things, and some people always spend money without knowing how to spend it. "Good quality" and "low price" are not absolutely opposite, and it is possible to have both under certain conditions. But we must really understand the reason why the price of goods is cheap, and then decide whether to buy according to the quality of the goods themselves and their actual needs.
If you blindly pursue cheap prices and listen to the so-called "big bleeding", "big sale" and "big price reduction" in advertisements, you may take advantage of them and suffer big losses.
Blood is the foundation of life, and massive bleeding will kill you. Merchants peddle "bleeding", saying that they sell at ultra-low prices regardless of cost, in order to see their eagerness to sell goods.
"Dumping" is almost equal to "throwing". "Sale" is to clean up the goods quickly and thoroughly, and the price is naturally very low. Normal "fire sale" is the behavior of shops and enterprises to deal with a large amount of overstocked materials, which only happens when they close down, go bankrupt, change production, "move" and are in urgent need of liquidity.
Price reduction is only to reduce profits, for small profits but quick turnover. "Big price reduction" only shows the determination of merchants to expand sales and deal with inventory. Whether it is "bloodletting", "sale" or "price reduction", it may be true and worthy of the name.
There is too much backlog of products. In order to speed up capital turnover, enterprises may take the initiative to reduce prices, reduce profits or even sell at a loss.
There are many reasons why this commodity is unsalable, which may be because the style is not novel enough and the fashion trend has passed; It may be because the market is rapidly rushing to saturation; It may also be because the sales network is not smooth and the promotion power is insufficient. In short, it has little to do with the manufacturing of the goods themselves, and there is no problem of manufacturing quality.
Of course, there are also some defective products and other phenomena of price reduction, which are often marked when the products leave the factory.
Due to the season, region, purchase channels, wholesale and retail price difference and other reasons, commodity prices may be cheap. Leather jackets and down jackets are sold at reduced prices in summer, and mosquito nets and electric fans will also be promoted at reduced prices in winter. It is normal that the price of each product is different in off-season and peak season. In different regions, there will also be price differences due to income levels, consumption preferences and other reasons. It is becoming a new fashion for Beijingers to hold wedding banquets in Tianjin and buy clothes on weekends, and the price is the mystery. Famous local products from all over the world are often very cheap in the country of origin. This is easy to understand. There are a large number of imported goods in the southern coastal areas, and the prices are naturally suitable and favorable.
In order to expand market share, improve competitiveness and promote products, some manufacturers take the initiative to reduce product prices. For example, the price reduction war of color TV launched by Sichuan Changhong in 1996 is based on the premise that the product quality is the same as before, and there is no change. Subsequently, many manufacturers accepted the challenge and cut prices sharply, and consumers benefited from it, and everyone was happy.
Of course, these are all for the long-term benefit. Enterprises temporarily "bleed" and "reduce prices", and consumers can seize the opportunity to take advantage of it according to their own needs. However, in the current market, "bloodletting" propaganda and "price reduction" are rare, but "selling dog meat by hanging sheep's head" is quite a lot.
It is called "price reduction", but in fact it is price increase. It's called "cheap", but it's actually "inferior n0".
It looks "cheap", but it is not necessarily. However, even this seemingly "cheap" thing can attract many people's favor.
Mrs. Xu is an old Beijing. She grew up in Tianzayuan and Hutong, and was very popular at work and in the streets. Because she is a little fat, everyone calls her "fat sister-in-law" honestly and rudely, regardless of age.
"Fat sister-in-law, what are the bargains recently?"
People will ask this question wherever they meet a fat sister-in-law. Because she is recognized as an "information center", she is very concerned about what bargains to buy in any store, where there are preferential exhibitions and various commodities, and she always "snapped up" some trophies with a full load.
Lao Xu's husband was very dissatisfied with this. Two people often fight about it. It's not, the couple is angry again:
"Look at what shoes you bought! Our son only wears shoes of size 16. Who would you buy a size 24? ! "
"Wear 1 for my son. His feet are growing fast, and he will be able to wear them in a few years. Besides, these shoes are only ten yuan, which is quite cheap.
"cheap! You know it's cheap, but do you understand? This is artificial leather. It looks ugly. My son will never wear these shoes again! ''
No matter what her husband says, the fat sister-in-law is not convinced, and even quite wronged. She opened two big closets, which were not filled with "cheap goods" that she had racked her brains and worked hard to collect from all over the world. What ten yuan skirt, five or six yuan shirt, twenty or thirty yuan down jacket and so on. Although the quality is a little poor, it is cheap after all. How much money did it save for the family? But her husband believes in the philosophy of "eating a fresh peach instead of a basket of rotten apricots" and criticizes her style:
"You look at these things, the price seems to be not high, but the quality can't be guaranteed. What's the use of buying them? How many of these clothes do you like to wear? Always happily take them home to the bottom of the box. As far as the quality of these things is concerned, they are not only not cheap, but also extremely expensive. When you sold it, you said well,' bleeding',' price reduction',' I think you gave your blood to others for nothing! "
Fat sister-in-law doesn't understand these truths. She looked at a pile of colorful clothes and visited relatives and friends during the Spring Festival, but she couldn't find a satisfactory one. She also wants to spend a lot of money, and buy a few less in the future, but when she hears the sound of eating and drinking, she can't help but be moved and pay for it.
Of course, businesses widely advertise it, and there are many kinds of statements. Because they want to change production, clean up warehouses, change seasons, celebrate anniversaries and festivals, and revitalize funds, in short, they really want to reduce prices and lose money to make consumers cheaper. Businessmen talk eloquently, as if such an opportunity comes once in a blue moon. If you meet and don't catch it, it's like you've become a big fool. 、
Buy!
Looking at the swarming buyers, after fierce psychological struggle, they finally rushed forward again and grabbed the "cheap". .
I just bought something, and I am excited and proud. I especially want to show it to my relatives and friends. It wasn't long before I found out that it was another "bleeding" and I was cheated. "Bleeding" and "fire sale" look as if the price has dropped a lot, compared with other places.
And then announce. In fact, there are often problems with product quality, such as return, warranty and so on. , may not be guaranteed. It seems that the internal quality of the same product is likely to be different, and it is difficult for consumers to know whether it is really falling or rising first and then falling.
Traps are often tempting, people can't help but go forward, and then, plunge into them.
Open your eyes and have a look. Whose blood is "bleeding"?
Second, "concessions" and "prizes" catch big fish.
In the early 1990s, when the market was weak and the sales of goods were sluggish, many manufacturers and shops tried their best to promote their goods.
Or in newspapers, magazines, radio, television, intense advertising, hype; Or shout for profit, cheap price reduction, to attract consumers to pay first and then earn; Or implement matching strategy, either smart goods catch up with unsalable goods or unsalable goods catch up with smart goods; Or sell or apportion to relevant units and subordinate units; Or give the goods as wages and bonuses to employees, so that they can make great efforts to sell, sell on the streets, find doors and pull relationships.
There are also two common means: "concession" and "prize".
Eighteen kinds of martial arts take turns to go into battle, and the market seems quite active. In recent years, other means have disappeared, only "concessions" and "prizes" seem to be full of vitality and still active in every corner of the market.
On holidays, the "discount" signs in major shopping malls are high above. Needless to say, the Spring Festival and New Year's Day celebrated all over the country are the focus of businessmen's big fuss, and other festivals such as Children's Day on June 1, Women's Day on March 8, Army Day on August 1, and National Day on November 11 will never be easily let go.
"All commodity prices will be discounted 10%-50%", which sounds exciting, but when you choose a more desirable commodity, you will be discounted at most 10%, and don't even think about it higher. Not even 10%, because "the preferential products provided by the manufacturers have been sold out".
"If you buy more than 5,000 yuan, you can enjoy the annual discount 10%" and "If you buy more than 500 yuan on the same day, you can get a preferential return from 50 yuan", which is exciting news! The so-called 10% discount cannot be enjoyed at the same time as the holiday discount, or even incompatible with the specific preferential measures of the commodity. When is the discount back to 50 yuan?
However, it will not be a cash return. At most, I shop at the designated counter. This fifty dollars is often not enough to buy the smallest things, you have to add more money! Not to mention the fact that the discount in 50 yuan is only
It's just a small gift that is not worth geometry.
Trade fairs are regular large-scale preferential sales and have always been a good place for people to concentrate on purchasing. However, you can't eat too much delicious food. Merchants in China will spoil people's appetite most, and some trade fairs will eventually become nominal.
The so-called exhibition is to sell at the same time as the exhibition, and we must show some fresh and distinctive goods. Otherwise, what is the need to collect all the things commonly used in every store?
The exhibition unit does not make great efforts to contact manufacturers and merchants. It is easy to make money by renting booths to self-employed individuals and shops, but after such a thing, who will take the trouble to attend such a meaningless exhibition?
The number of products is small, the variety is not rich, the quality and price are not excellent, the service attitude is not outstanding, and the form of trade fairs no longer attracts people's interest. Only a few trade fairs were held in the past year, and the products were really good and cheap. The people attending the fair were so crowded that even the tickets were sold for one yuan, which could not stop the surging crowd.
Nowadays, people are often seen handing out tickets for trade fairs in public places and parking lots, and red and green stripes are thrown all over the floor and torn down.
Those so-called preferential advertisements and propaganda have made people suffer, lost their magic and made people no longer believe!
However, there are also "gifts".
1996 before the spring festival, a smiling lady stood in front of a small stall in a famous shopping mall in a city and said softly to customers, "If you buy this chocolate now, you can get a small cartoon doll shape. Please have a look. Quite cost-effective. " Quite a beautiful cartoon doll shape, very attractive, before saying yes or no, several children have come over holding their parents' hands, and the voices of "I want one" and "I want one" have come and gone.
Pay a little attention to newspaper advertisements, store posters, street tabloids, etc. There are too many news about discount gifts. A big bag of washing powder, send a small bag of the same washing powder; Buy a big jar of Mu Si and send a small bottle of hair gel; Buy a tie and get a tie clip; Buy a razor and get a soap for washing your face. Buy a VCD player and send a set of karaoke discs; Buy a microwave oven,
Send food boxes, and so on.
These gifts are still relevant, and some gifts may be irrelevant. "Oh,' is this a new tape recorder? It looks pretty good. "There is a small tape recorder on the table, which has a unique style and is very eye-catching.
"where! This is a gift from the wedding photography building. "
"There will be such a good thing? Actually send such a valuable thing? "
"You are so rare! It costs thousands of dollars to take a wedding photo, and the maximum gift is two or three hundred dollars. What is worth it! Besides tape recorders, there are many kinds of gifts. What photo albums and photo frames are not unusual, suits, shoes and hats, small household appliances, mountain bikes are nothing, and there are even three-day honeymoon trips. " '
The premise of giving is to pay the money first, and the seller can make enough money to give you another part.
A cartoon shows the essence of this gift to the fullest.
The ruthless executioner cut off a thigh from a pig, then cut off the trotters from this thigh and handed them to the fat pig who was flat on the ground: "This is for you!
Although the cartoon is straightforward, the truth is good.
"Buy one get one free" and "Buy one get two free" are nothing new. What kind of "buy one get eight free"? When you buy a suit, you can get a belt, a tie, a shirt, a pair of underwear, a pair of shoes, a pair of socks, a tie clip, a wallet and so on. It is said that the original price of this suit is more than 500, but now it is only more than 300, and there are so many gifts. Isn't that a good thing? However, people who saw this coupon sarcastically said:
"This suit must be a set of more than one hundred pieces. Don't be cheated! ''
Businessmen spare no effort to explain why they give such gifts on coupons. Originally, I was going to advertise on TV to celebrate the fifth anniversary of the opening of the store, but later I thanked the consumers in kind.
However, no one wants to believe it. Isn't it much better to replace these various gifts with gifts that improve the quality of the goods themselves, adjust the prices reasonably, look at the long-term and attract regular customers than to make a fuss about giving gifts without purpose?
Paying makes people seem to see through again. 、
There is also a "prize".
No matter what you buy, you can get a prize.
A young couple went to a disco to dance disco. At halftime, the owner of the ballroom shouted out the number on their dance tickets: they won the lottery and they got a mountain bike!
In a canteen, seven or eight people sat around a big table, washing, roasting, talking and stuffing. I am eating happily. The lady in the restaurant holds a microphone and announces the lottery result gently and slowly. As soon as the table number was announced, seven or eight people swallowed and cheered: this meal can be free!
The newspaper published the news again: the names, addresses, units and ID numbers of five lucky students. Because they bought pagers, each of them will get a mobile phone.
After shopping from the mall, when invoicing, the waiter reminded: "You can take this receipt to the east end of the mall to participate in the lucky draw. If you are lucky, you will get free shopping. What a wonderful world!
There are prizes for shopping, dancing and eating; There are prizes for buying a house, learning to drive and traveling.
Merchants use "prize" as a signboard to attract business, and some consumers hold "prize" to try.
Why should businesses set up awards? Just to make more money!
Although some awards claim that the coverage rate reaches 100%, that is, everyone has a share of the bonus, but no business will use all the money earned to reward consumers! As long as he can come up with half or even a third, that would be great!
However, the cover of winning the prize still works. The news that XXX won the prize spread faster than Xinhua News Agency. There are always people who believe their luck is extraordinary.
Winners and losers are attributed to their own luck, and businesses have made enough money from lucky and bad people without being noticed. So there are more and more "prizes".
Concessions or "prizes" are just tempting bait.
Third, "get rich quickly" does not make you rich.
Some people say that now is the era of "crash economy".
Oral English can be accelerated in ten days, pen calligraphy can be accelerated in January, raising pigs and chickens for several months, and so on. Of course, getting rich should also be accelerated!
It's glorious to get rich. Congratulations. Now, people are encouraged to earn as much RMB as possible. Everyone in poor areas wants to change their appearance for three days and two nights, and ordinary people in rich areas dream of becoming "Li Ka-shing" one day.
Who doesn't want to get rich? Therefore, large-scale advertising headlines such as "the secret of getting rich" and "the secret of getting rich" suddenly appeared in national newspapers and publications.
"Do you want to be a million households? If you really want to get rid of poverty like me and become a million-dollar household envied by everyone, please go to the post office to remit money to 20 yuan, and you will get a set of tips to get rich, and you will get it within three months ... "
There is something so beautiful? Don't even think about it. Xiao Wang, a young man from the countryside, saw this advertisement and was moved for a long time, with some doubts. But when you read a famous newspaper that has advertised, every sentence in the advertisement is so positive and powerful. Besides, although twenty dollars is a lot, it is not too big. If you really master this secret, you will become a millionaire in three months, that would be great. ...
Xiao Wang laughs when he thinks about it. After waking up from a beautiful imagination, he immediately trotted to the post office.
More than a week later, Xiao Wang really received a letter. Under the title of "The Secret of Getting Rich", there is a passage that reads: "If you want to be a million-dollar household, just like me, spend 500 yuan to publish the same advertisement in the newspaper, and you will definitely become a million-dollar household within three months." This is not a joke, although it is more ridiculous than many jokes.
Eager to get rich, false advertisements are made to cater to their own needs, and traps are dug for people to reach in. Getting rich depends on labor, and getting rich must be diligent. There is no such thing as a "secret" to get wealth easily.
The more ridiculous it is, the more it is necessary to put on the coat of "science". Such newspaper advertisements are not uncommon:
"Do you want to get rich? To get rich, rely on technology. Our science and technology information center belongs to XX research unit, and has selected 100 pieces of relevant information from various professional newspapers, magazines and patent reports, covering agriculture, sideline, commerce, industry and life. Whether it is a cadre of state organs or an ordinary farmer or worker; No matter the teaching staff in the education front, or the free traders and self-employed, they can get useful information from it and open the door to getting rich. In order to benefit the public, this message is only accepted by 10 yuan, and only one person can buy one copy at a time. If you are interested, please remit money to a science and technology information center through the post office and send the information as soon as the money arrives. "
In the 1980s, there was a time when scientific and technological information, associations and centers were very fashionable. Many idlers come from rural fields, towns and alleys. I also learned to deceive people with incomprehensible fashionable words. For a time, information service departments, economic information development centers and economic consulting companies abound.
There are no scientific researchers, only illiterate and idle loafers; There is no specific address, only temporary rent or even a small room in the hotel; There are no patents and projects, only so-called information scraped from newspapers and magazines. In this way, they also dare to spread advertisements everywhere and provide "scientific and technological information" to the society.
A scientific news, "Why don't you get drunk when you drink?" said, "Change the wine to water when people are not looking."
This is also called "technology"!
However, today, similar advertisements can still be seen everywhere, just because there are too many eager people, and the temptation of the word "get rich" is too great.
A machinery factory in advertising:
"If you want to get rich quickly, selling roast chicken is the most convenient choice. In shopping malls in Beijing, Shanghai and Guangzhou, thousands of roast chickens can be sold every day. I widely produce roast chicken equipment, and I can roast chicken or roast duck once every fifteen minutes, five at a time. According to calculation, the profit of each electric roast chicken is more than three yuan. If we sell 100 roast chicken cores every day.
Calculation; The monthly income should be around 1 10,000 yuan. "
What an attractive prospect. The price of each roast chicken equipment is only 1500 yuan, the technology is simple, and two people can operate it skillfully. The advertisement says that within three months, both of them can become ten thousand yuan households! However, advertising is only advertising after all.
If this kind of "get rich quick" advertisement is universally applicable, I'm afraid all China people will get rich, so that no one will grope painfully.
Perhaps the calculation of advertising is mathematically correct and logically accurate, but does it have a solid premise?
The profit of each roast chicken depends on the raw chicken cost, water and electricity cost, wage cost, taxes and fees, store counter rental fee, price and other factors. Each region may vary greatly. Can you guarantee more than three yuan?
Consumers in Beijing and Shanghai love roast chicken, which does not necessarily prove that people in other regions love roast chicken. Selling 100 pieces a day is not a small amount that can be easily completed. The time, energy and money needed to open the consumer market and win consumers are not mentioned in the advertisement.
If someone follows suit, there will be more people selling roast chicken; Even if similar foods such as roast chicken, roast duck and roast goose are sold much more, the competition of roast chicken will become fierce, and the estimation of sales revenue and profit will be carried out again.
Get rich advertisements and impress people with seemingly simple arithmetic! Who knows that the arithmetic of flying is not that simple?
It is a common feature of "get rich" advertisements to describe the profit prospect concretely, truly and touching. An advertisement for developing a color photo printer goes like this:
"This product adopts computer image analysis technology, automatic measurement and complete functions. Can print 1- 12 inch color photos, and can print 1000 ordinary color photos (5 inches) and more than 40 volumes every day. Buy a set of printing equipment, and you can recover the cost in one month. The equipment operation is simple, and if there is no photography foundation, we can guarantee free technical training, three guarantees of products and consignment. "
Guarantee to recover the cost in one month, then double the investment in two months. The speed of getting rich is really amazing. But wait!
Read the words in the advertisement carefully. What do you mean by "use for one month"? It means that the working time of the machine reaches one month, not just one month on the calendar! The working capacity of the machine is to print thousands of copies every day, so it takes more than 30 thousand copies a month to recover the cost. In areas where consumption is not very developed and business is not very good, the annual business volume can not reach this 30 thousand!
Getting rich is not easy, and advertisements that make it easy are very doubtful.
Sparkling money is the bait of advertising trap?
Interest lures it, the simplest advertising strategy!
Fourth, the dream of becoming famous falls into a trap.
Some people say that all living beings, bustling, are "fame" and "profit".
Some people even say that famous people should be profitable and beneficial people should be famous, which constitutes the driving force for social progress.
Whether fame and fortune are so magical or not, there are indeed many people in society who are fighting for it, even by hook or by crook.
Most people who want to get rich in strange ways fall into all kinds of traps, and those who want to become famous overnight will inevitably fall sooner or later. Where there is demand, there is supply. Some people want to be famous, others like it.
"In order to carry forward the national culture, prosper literature and art, discover new writers, and hold a literary creation grand prize, ..."
Various "competitions", "competitions" and "grand prix"%