First, the final payment is not paid, and the fixed amount is not refunded;

The second is to increase the arrival time of goods. Originally, there was only logistics time, and now we have to wait until the final payment is paid before delivery.

First, why do merchants take the form of pre-sale?

1, commodity category restriction system

Some commodities are limited by their own types, which leads to the need to pay a fixed amount in advance and then arrange production or procurement before they can be sold.

Commodities with short shelf life: for example, Tsingtao Brewery puree beer has a shelf life of only 7 days and is sold by pre-sale for a long time.

Imported goods: Many cross-border e-commerce companies do not stock goods in China, and generally sell them in advance and pay a fixed amount, and then import them from abroad, especially many high-value goods.

2. Preheating in advance is equivalent to advertising.

Unified ordering on the day of shopping festival is obviously not as good as pre-sale, and the publicity effect of paying the final payment on the day of shopping festival is good.

Pre-sale in advance is equivalent to a wave of free advertisements, which warms up the shopping festival.

3. Encourage consumers to enter the store for the second time.

Just like issuing coupons, paying the deposit first and then paying the final payment can also encourage consumers to enter the store for the second time, and it can make them pay more attention to the store during this period, which is conducive to generating more consumption.

4. Layout in advance and lock the flow direction.

There is a competitive relationship between different platforms of power enterprises and different brands producing the same category of goods.

In the form of pre-sale, sales can be promoted one step ahead of time and traffic can be locked in advance.

For example, if you bought an A brand pre-sale mobile phone on May 24th, when it is 6 1, there is a high probability that other brands of mobile phones will not be considered.

And if you pay a deposit on platform A, there is a high probability that you will not switch to platform B to buy the same goods.

5, phased promotion

Joining the pre-sale can make the promotion of merchants more handy. Before the big promotion on the day of the shopping festival, they can choose some top products and participate in the pre-sale promotion activities at a lower price. If the pre-sale sales performance is satisfactory, these goods do not need to be greatly promoted on the day of the shopping festival.

On the other hand, if the pre-sale is not satisfactory, we will continue to vigorously promote sales on the day of the shopping festival.

Step 6 attract people who are hesitant

The prices of some commodities are relatively high, and even if the preferential margin is relatively large, people are still not sure whether to buy them or not.

The amount of deposit is often low, and the psychological cost of consumers paying the deposit is lower, especially the discount of merchants is based on paying the deposit in advance.

7. Increase the sunk cost of consumers.

In the end, the form of down payment for goods with the same actual price increases the rhythm and difficulty of consumers' purchase.

The down payment is non-refundable, so many consumers may pay the down payment in a hurry and finally pay the down payment, even if they regret it later.

It takes a long time from pre-sale to final receipt, and consumers are generally reluctant to return and buy again.

What needs to be reminded here is that the deposit of the pre-sale order can be refunded. As long as you apply for a refund after paying the final payment on time, you can get a full refund, including the down payment.

8. Guide reasonable stocking according to the pre-sale order in advance.

In the past, when it was only one day, both the server of the electric company platform, the warehousing of the merchants and the logistics of the logistics company were under concentrated and enormous pressure in a short time.

This also leads to the late delivery and slow logistics of the goods purchased by Shuang 1 1.

Reasonable stocking according to the pre-sale order can reduce the storage cost and logistics pressure, and moving to the nearest warehouse in advance can also make consumers receive the goods earlier.

Second, what are the benefits of consumers buying pre-sale goods?

1, favorable price

In order to achieve the effect of pre-sale advertising and locking orders, both merchants and platforms must pick out some truly affordable goods for consumers to participate in pre-sale.

Therefore, the goods that participate in the pre-sale of the shopping festival are often explosive and sharp, and the preferential strength is generally greater than that on the day of the shopping festival (either the price is lower or the price is the same, but the pre-sale order has more gifts).

The only regret is that the number of goods involved in pre-sale is small.

2. Lock the offer in advance

Many discounts on the day of the big promotion often need to be purchased within one hour to enjoy;

Pre-sale orders can be locked in advance, and consumers can pay the final payment more calmly without snapping up.

Step 3 lock the style in advance

For some explosive new products, locking discounts in advance is second, and the greater advantage of pre-sale is that you can lock styles in advance.

For example, some explosive mobile phones and notebooks, some colors and versions are in short supply, and it is difficult to grab them that day. If you forcibly change to another version or color, you will feel dissatisfied.

And by paying the deposit in advance, you can lock the color and model you want in advance and buy your own products.

4. Receiving goods in advance

The problem of long delivery cycle at the beginning of pre-sale order is calculated from the payment of deposit;

But if there is no pre-sale, we usually have to wait until the day of 6 18 and double 1 1 to place an order, which actually takes longer.

On the other hand, the volume of orders placed on the same day is huge, and the delivery time of merchants is long, while the pre-sale orders will be delivered first.