For consumers, simple and clear promotion methods are easier to understand and calculate. For example, the more common ones are buy one and get one free, or buy two and get one free. Users can calculate the approximate discount at once. Because the quantitative relationship is relatively simple. This method allows consumers to quickly compare price advantages and form intuitive value judgments.

Another more complex promotion HE Tuber method brings more rewards to consumers. This method requires in-depth calculations and gives consumers a psychological effect of taking advantage during the shopping process.

For example, Luckin's coupons are usually provided based on discount coupons, including the "buy four, get three free" promotion, so why do you specifically use the "buy four, get three free" operation?

If I asked you what the discount would be if you buy four and get three free, without using a calculator, would you be able to react? The great thing about buying four and getting three free is that four out of seven is particularly difficult to calculate. Everyone's first reaction was that it was about 50% off. But in fact, it’s 5.7% off. It may be a better discount from other brands, but Luckin's "normal" price is only 40% off, and the original price is just an inflated price anchor.

After one operation, there is actually not much discount, and it is more expensive than the coupon issued. But it does a good job of bypassing the discount comparison. It's a bit similar to the complicated principle of making rules for Double Eleven. Interfere with users' sensitivity to price. And psychologically, users feel that the discount is very strong, which increases the impulse to buy.

We can analyze it from three aspects: product pricing, user perception and marketing strategy.

High-price strategy: If the product is priced higher than the user's price sensitivity range, the user may not buy just one pack regardless of the promotion method. At this time, the cost of purchasing a pack of products individually is relatively high for users, and they are more inclined to purchase multiple products to reduce the average price.

If the product is moderately priced and meets the user's price expectations, in this case, different promotion methods may have different effects.

Users' awareness of product prices has a great impact on promotion methods. If the user is well aware of the product price, the effect of the two promotion methods may not be much different. They will consider both methods to be preferential because they already have a certain sensitivity to the unit price of the product.

On the contrary, if the user is unfamiliar with the product price, the second promotion method may have a greater psychological effect. To arouse users' willingness to purchase, the key is to give a suitable anchor price, such as 10+ yuan per unit, to guide users to purchase only one product.

Taking the Oriental Leaf promotion as a reference, U's convenience store will have a promotion of 3 bottles for 10 yuan, and 7-11 convenience store will have a promotion of 1 more bottle with the original price of 6 yuan, plus 1 yuan. Whether it is 3 bottles for 10 yuan or the original price of 6 yuan plus 1 yuan for 1 more piece, for users who frequently purchase this product and are sensitive to the unit price, they will find these two activities to be very favorable.