Pricing power is the right of the company to set the price of the product. In large markets, companies usually maintain a price for their products at a value for money level. If it is too high, it will lose competitiveness, if it is too low, the profit will not keep up, and it may involve malicious competition and undermine the market order. Generally speaking, although the price is set by the company, it is subject to market regulation and control by relevant departments, and will always tend to be reasonable. However, the rise of "traffic anchors" and live streaming with goods has further affected product prices, and companies are losing their "pricing power".
The disorderly development of the new individual economy harms the industry
Recently, Ma Guoxiang, chairman of Shanghai Xiangjiang Industrial Company, said that changes in people's lifestyles have promoted the development of the digital economy. However, development is always ahead of management, and the new individual economy currently lacks a corresponding management system, and the supervision efforts have not kept up, which will eventually cause harm to related industries. The new individual economy mainly refers to the individual emerging economy based on the Internet platform in the new era environment of micro-business e-commerce, online live broadcasting, and professional creators. Ma Guoxiang believes that the disorderly development of the new individual economy has damaged related industries. Netizens generally believe that live streaming with goods bears the brunt of it.
Online live streaming with goods has now developed into the mainstream of the industry, and major enterprises need to use live streaming to gain fans and increase sales. This has prompted the emergence of a number of super popular "traffic anchors". As an industry leader, high-quality "traffic anchors" have a great role in promoting the development of the Internet economy. However, with the increasing influence of "traffic anchors", the phenomenon of pricing power falling to traffic anchors has begun to appear; at the same time, there are more and more inferior "traffic anchors". Under the joint action of the two aspects, in fact, not only the industry is damaged, but even consumers cannot escape the damage to their interests.
Pricing power shifts to traffic streamers
During The Double 11 period last year, Li Jiaqi, Wei Ya and cosmetics giant L'Oréal had a dispute. The reason for the matter is precisely because of the pricing power. About two weeks before double 11, Li Jiaqi and Wei Ya helped Ou lai to make a pre-sale claim in the live broadcast room, which when selling a mask, in order to attract traffic, the live broadcast room declared that this 429 yuan mask was the biggest discount of the year, and the price of the L'Oréal official flagship store at this time was also the same price with the landmark.
But when it came to the time of Double Eleven, L'Oréal suddenly lowered the price to 257 yuan, which was 172 yuan cheaper than the lowest price of the year that Li Jiaqi and Wei Ya had announced when they brought goods. This caused dissatisfaction among Li Jiaqi, Wei Ya and a large number of fans in the live broadcast room, and Li Jiaqi and Wei Ya immediately issued a statement demanding that L'Oréal compensate and stop cooperating with L'Oréal. Under the strong fan effect of the traffic anchor, L'Oréal finally softened and chose to compensate in the form of coupons.
Many people feel that this matter reflects the rights and interests of consumers, but few people consider that this matter also reflects the ability of traffic anchors to wrench their wrists with big brands and seize pricing power. In fact, at that time, many brands were already giving way to the head live broadcast room, so that the price of the head live broadcast room remained at the lowest level in the whole network. Once the price of offline physical stores or official flagship stores exceeds the price of live broadcast rooms, it will inevitably encounter "verbal criticism". Many consumers have realized: if I don't watch live streaming with goods, then I don't deserve the lowest price on the whole network? To be sure, a new kind of inequality is already a reality.
But will the reversal of "pricing power" to traffic streamers only lead to unfairness? Much more than that. Because in addition to requiring the lowest price of the whole network, the traffic anchor may also deliberately sell to "expensive".
Some time ago, when Simba was live streaming glory X30, he told many fans in the live broadcast room that the original price of this mobile phone was 2000 yuan, but the apprentice "hand sliding" mistakenly became 1599 yuan. The meaning is similar to the "jump price" big sale, and Simba also said that he would call Ren Zhengfei to negotiate and share the loss of the sale. Not to mention how ridiculous Simba's move is, this so-called "jump price" is actually a flicker. Netizens said that the same mobile phone, the official website only sells 1499 yuan, which means that these Simba fans who spend 1599 yuan to buy mobile phones are actually cut leeks.
The harm is great and requires vigilance
Summarizing the harm of the falling traffic anchor with pricing power is far from being as simple as imagined. First of all, the reason why live streaming with goods can rise is because of the epidemic. People locked up at home want to go out, warehouse products want to come in, it was originally a win-win thing, and now there is a problem at the root, and the merchant has to make concessions for the traffic anchor. If the traffic anchor blindly requires the merchant to reduce the price in order to attract traffic, the merchant will face the situation of no profit to earn, or even a heavy loss. And when the merchant can't afford to lose, who will pay? Consumers, families, of course, be careful.
Secondly, behind the reversal of pricing power to the traffic anchor, it reflects the change in the relationship between the anchor and the merchant, from a cooperative partnership to a hostage-bound tolerant relationship. Merchants must give up some of their pricing power and hand it over to traffic streamers. The direct result of this is that the value of the anchor is getting higher and higher, and the fans are attracted more and more. This further makes inferior anchors more and more numerous, and ultimately affects the entire industry. For example, Wei Ya lost herself after success and began to evade taxes; for example, Simba, who cut leeks all year round, had previously had bad deeds such as "selling fake bird's nest" and "closing the road".
Finally, in the eyes of manufacturers, the same type of product, the production cost is similar. But in the eyes of the anchor, there is a difference in face. This leads to the pricing of the entire industry, and the pricing of each live broadcast room is not the same. Over time, consumers will also have doubts, which is not conducive to the establishment of a trust mechanism in the live streaming industry. Originally, live streaming with goods as a new economy is good for economic development, but if the trust mechanism has been missing and the management system cannot keep up, the industry is likely to have a big shock. Judging from the current volume of live streaming with goods, it will inevitably cause a huge turmoil. (Bluegrass)
Behind Wei Ya's tax evasion and Simba's road closure, it reflects the transfer of pricing power to "traffic anchors"
"Traffic streamers" determine the price, does it only hurt the merchants? Family, be careful