"A good life is not so expensive", and it is still very cheap - Netease Yanxuan launched the "9.9 Value-for-money Zone" on July 19, covering ten major categories of Yanxuan's best-selling items, and 5- on the basis of the original price. 20% off, breaking down the price bottom line at 9.9 yuan.
The 9.9 special area is the ultimate phone number list embodiment of the strict selection model. NetEase Yanxuan, which has always adhered to "big brand quality, civilian price" and has the reputation of "affordable Muji", has become a talent in three years, under the shadow of C2C and B2C e-commerce giants , based on the edge innovation to break through the counterattack, wading out a road to boutique e-commerce.
What kind of inspiration has it brought to the retail industry by breaking the curse of low price and high quality, and NetEase's strict selection?
Building a 3D positive helix
9.9 yuan has always been the bottom line of the price of the e-commerce industry, but the low price of 9.9 yuan is usually an uncertain quality, and the cheap hand-pickers must be tolerant enough;
9.9 yuan is also the price red line that most brands have never touched. The long supply chain, high marketing process costs, increasingly expensive channel fees, etc., make most brand owners look at the low price of 9.9 yuan. touch.
All in all, 9.9 yuan is usually a multiple-choice question - quality, low price can only choose one of two, can not have both, might as well call it the law of 9.9 yuan mutual exclusion .
Now, NetEase Yanxuan has broken the law of mutual exclusion of 9.9 yuan, and Yanxuan's chopping parties can repair both quality and low price.
Open the 9.9 Super Value Zone: From food to cleaning supplies to bedding, 180 popular products have been re-priced, and their prices are divided into five grades, distributed at 9.9 yuan, 19.9 yuan, 29.9 yuan, 49.9 yuan and 99.9 yuan, each price There are about 30-40 products in the area. But whether it is 9.9 yuan or 99 yuan, the discount is as low as 50-20%.