The Super Rich: Start from when the family business is about to go bankrupt!

Chapter 432 WPG0431: Going to another station! Anchor effect! Refusing to raise the price? No internal appointment!

There was laughter at the answer given by An Wuyang.

Because this answer is so local!
If yes?

So is it there or not?

This answer is great!
When the laughter stopped, An Wuyang continued, "Let's stop here on this topic, because my answer to all your questions is [maybe, maybe not]."

"It's a business secret. No comment!" After An Wuyang finished speaking, he laughed.

The students at the scene laughed along with An Wuyang again.

"The first short story is over, and we are ready to start the first lottery." An Wuyang said.

As An Wuyang suggested holding a lucky draw, four staff members brought up four transparent acrylic boxes. These four transparent acrylic boxes had independent acrylic support frames, making it convenient for them to stand on the podium.

"Please invite student No. 1111 to come to the stage. You are our special guest for the first round of lottery." An Wuyang said welcomingly.

A tall boy stood up and walked towards the podium. Before he stepped onto the podium, the security personnel checked his seat number.

When the tall boy came on stage, the staff handed him a microphone.

An Wuyang said, "Please introduce yourself first, bachelor."

"Hello everyone, I'm a bachelor!" The tall boy was obviously a bachelor. An Wuyang jokingly called him a bachelor, and he also joked that he was a bachelor.

There was immediate laughter at the scene.

An Wuyang joked, "Good fellow! You understand the effect of the show! Please introduce yourself seriously!"

"Hello everyone, I am Shen Sihang from the 2019 E-Commerce Class 1. I am very happy to have got the bachelor's number. I hope you will keep the light on for me." Shen Sihang said quickly.

"Sorry, I got off the stage!" Shen Sihang quickly changed his words.

An Wuyang was too tired to complain, God damn please keep the light on for him!
This is an open class for college students, not a "Please Don't Disturb, Senior Sisters" kind of thing!

"Let me tell you the rules of the lottery." An Wuyang explained.

"After the lottery starts in a while, we need to wear blindfolds, and then draw the balls from the acrylic box at the reminder of the staff, and the staff will record the corresponding winning numbers." An Wuyang explained.

"We need to draw 40 times in a row to determine the first lucky winners," An Wuyang added.

"Does everyone understand?" An Wuyang asked.

Shen Sihang responded affirmatively, "No problem!"

Lin Dongyuan and Zhuang Xiaomeng already knew the rules, so naturally they had no problem with it.

So, the lottery begins!
About five minutes later, the lottery ended and all the winning numbers were displayed on the big screen.

An Wuyang took off his blindfold. He first glanced at the winning numbers, then deliberately breathed a sigh of relief and said, "Great! The last three digits of the number 000 did not appear!"

There was good-natured laughter at the scene again, and no one thought that An Wuyang was reluctant to give gifts.

If you really can't bear to do it, then why design this little easter egg?

"Next, we will talk about the second knowledge point." An Wuyang returned to the lecture mode.

"Everyone knows the effect of Shuxin Pills, right?" An Wuyang asked.

"Before Shuxin Pills were available, some people chose painkillers, such as ibuprofen and naproxen; some chose hormonal drugs, including estradiol and medroxyprogesterone; and some chose herbal medicines, including drugs related to Leonurus japonicus and Panax notoginseng," An Wuyang explained.

"These medicines have one thing in common: their prices are not too high. At least they are cheaper than the suggested price of Shuxin Pills," An Wuyang added.

"Under such circumstances, how to price Shuxin Pills becomes a big problem," An Wuyang explained.

"Do you think the current price of 79 yuan for Shuxin Pills is cheap?" An Wuyang asked.

This time, An Wuyang waited for the students present to answer.

"Cheap!"

“Very cheap!”

“This is definitely a reasonable price!”

……

There is an endless stream of responses like this.

After all, outside the activity center where the open class was held, Tian Shiwen's stall to recycle Shuxin Pills had increased the price to 1000 yuan per bottle. In comparison, Wu Gengtian was selling Shuxin Pills at 79 yuan. Isn't that still cheap?
An Wuyang replied, "As long as you think it's cheap, it's fine! In fact, our brains have no concept of cheap and expensive. Only when there is a comparison can we distinguish between cheap and expensive."

"If we didn't differentiate the prices at the beginning of Wugengtian, and set the domestic and overseas prices at 79 Xia Guoyuan, would everyone still think it was cheap?" An Wuyang asked.

"Under the same pricing situation, if we refer to the prices of drugs such as ibuprofen, estradiol, and motherwort granules, I am afraid that the pricing of our Wugengtian Shuxin Pills may still be questioned," An Wuyang added.

"Don't rush to refute me. I just said that our brain has no concept of expensive and cheap. The concepts of expensive and cheap only appear when there is a comparison." An Wuyang explained.

"Even if Shuxin Pills are more effective, if there is no comparison, its price will still be questioned even if it is only 79 yuan," An Wuyang added.

"As for why everyone instinctively feels that what I said is wrong, the reason is very simple. We at Wugengtian have already implanted the corresponding value anchor points into everyone's minds, allowing everyone to make value measurements and comparisons." An Wuyang continued to explain.

"The value anchor of Shuxin Pills is not the official guide price of 79 yuan, nor is it the recycling price of middlemen on the Internet, nor is it the ex-factory price that Wugengtian gives to overseas distributors, but the terminal selling price of Shuxin Pills overseas." An Wuyang went straight to the point.

"This is the value anchor of Shuxin Pills!" An Wuyang exclaimed.

"Other brands also use similar value anchors. For example, why is the price of mineral water at Starbucks coffee so expensive?" An Wuyang asked.

"Because Starbucks doesn't care whether the mineral water can be sold. It just establishes a value anchor through mineral water to make their coffee seem less expensive," An Wuyang explained.

"At the same time, their medium cup, large cup, and extra-large cup also apply the anchor effect. The capacity of the large cup is much larger than that of the medium cup, but it is only three yuan more expensive. The extra-large cup has a much larger capacity than the large cup, but the price is still only three yuan more expensive." An Wuyang introduced.

"Using the medium cup as the value anchor, the cost-effectiveness of the large and extra-large cups is highlighted, thus creating the illusion that the coffee is very cheap." An Wuyang reveals the tricks of Starbucks coffee.

"The anchor point effect is even applied at roadside stalls. For example, starch costs 2 yuan per stick, but you can buy three sticks for 5 yuan. This is also an application of the anchor point effect," An Wuyang added.

"Our Shuxin Pills have a more advanced application of the anchor point effect. Through more advanced anchor point application methods, our Shuxin Pills have received rave reviews and also allowed dealers to earn enough profits." An Wuyang explained.

As for the infamy? An Wuyang didn't say anything!

Because the blame should be borne by overseas dealers, as they have independent pricing power and all problems can be pushed onto them.

But how could An Wuyang possibly say these things publicly?
This is An Wuyang's secret method of using the information cocoon!
Whether in the real world or in cyberspace, the information that others say is the information that they want others to hear and see.

Because the corresponding information content has been screened once by the outputter!
For example, now, An Wuyang is willing to talk about the pricing strategy of Shuxin Pills and the anchor point effect, but he is unwilling to talk about the infamy brought by the corresponding value anchor point.

As for the high prices that overseas people have to pay, An Wuyang simply chose to ignore it as if it never happened!
Why say so much?

Compassion for the world?

Then why not go to Leshan to become a giant Buddha?

An Wuyang had already learned the T0 level skills!
He would talk more about things that were beneficial to him.

He never said a word about anything that was unfavorable to him.

If someone insists on making a fuss about something that is unfavorable to him, An Wuyang will abide by the rules and play the emotional card.

If all these are not good for An Wuyang, then An Wuyang will knock on the table and launch a trick: put aside the facts.
Of course, things like value anchors don’t require ignoring facts, they just require hiding some facts.

"Students studying business administration and marketing must remember the value anchor as a commercial marketing tool. Even if they cannot come up with a high-end value anchor plan, they can still apply it to price reduction promotions." An Wuyang said jokingly.

"Didn't expect it? Such an inconspicuous means as price reduction and promotion can actually be used as a value anchor." An Wuyang added.

As An Wuyang finished talking about the value anchor point, he asked, "Do you have any questions about the anchor point effect?"

A female student in the front row raised her right hand to indicate that she had a problem.

An Wuyang clicked on the other party.

"Hello, Mr. An, I am Su Yafang from Class 2020 of E-Commerce 2." Su Yafang introduced herself first.

"I'd like to ask, your Wugengtian has already completed the implantation of the concept of value anchor. At the same time, your Wugengtian's guidance price for Shuxin Pills is far lower than the anchor price." Su Yafang explained.

"Under this circumstance, do you at Wugengtian plan to raise the price of Shuxin Pills?" Su Yafang raised the key question.

An Wuyang was secretly surprised, this classmate is quite interesting!
If Wugengtian only has Shuxin Pills as its main product, then once the value anchor point is determined, the brand's official guide price can indeed be increased.

This way you can get more profits!

For example, the current ex-factory price of Shuxin Pills to the five major domestic distributors is 52 yuan, and the net profit is only 24.82 yuan.

If the brand's official suggested retail price is raised from 79 yuan to 99 yuan, an increase of only 20 yuan, the net profit will also increase simultaneously. After deducting taxes, the net profit will increase to 39.42 yuan.

This is equivalent to a 59 percent increase in net profit margin!

This rate of increase is not small. What’s more important is that the brand’s official suggested retail price has increased from 79 yuan to 99 yuan, which will not cause dissatisfaction among consumers at all.

After all, the value anchor point of Wugengtian is very high, and the price of Shuxin Pills in overseas regions exceeds two thousand Xia Guoyuan!

On one hand, the brand's official suggested retail price is 99 yuan, and on the other hand, the overseas selling price is over yuan. Will consumers refuse to buy it just because the price has increased by yuan?
Of course not!
Therefore, even if Wugengtian raises the price of Shuxin Pills, it won’t be a big problem.

If we calculate based on the shipment volume of 1000 million bottles, and the net profit of each bottle increases by 14.6 yuan, then the comprehensive profit will increase by 1.46 million Xia Guoyuan.

This is net profit after tax!

Most entrepreneurs wouldn’t be able to resist such a profit boost, right?
However, An Wuyang could refuse!
An Wuyang responded to Su Yafang's question, "At present, our group has no plan to increase the price of Shuxin Pills."

Su Yafang asked doubtfully, "Why?"

"According to what we have learned and the value anchor revealed by Mr. An, I think even if the price of Shuxin Pills doubles, or even directly increases to 200 yuan a bottle, I believe domestic consumers will have no objection." Su Yafang expressed her opinion.

"Even because you, Wugengtian, have raised the official guide price, the prices in other channels will also increase further, and it will not affect the value anchor point issue." Su Yafang added.

Faced with Su Yafang's words, An Wuyang did not deny it.

In fact, this is true. Even if the price of Shuxin Pills is really raised to 200 yuan per bottle and the corresponding price increase is transferred to each marketing channel, Shuxin Pills will not be unsalable.

But An Wuyang still had no intention of raising the price.

"Student Su is right." An Wuyang first affirmed Su Yafang's statement.

"Currently, Shuxin Pills have proven their efficacy. No matter whether it is painkillers, hormone drugs, or herbal medicines, they are no match for Shuxin Pills." An Wuyang explained.

"Whether from the perspective of efficacy or value anchor, Shuxin Pills have reasons to increase in price," An Wuyang added.

"But we have no plans to raise the price of Shuxin Pills." An Wuyang smiled.

"As for the reason, that is what I will talk about next. After listening to it, you may understand why we at Wugengtian do not raise the price of Shuxin Pills." An Wuyang explained.

An Wuyang continued, "But before we talk about the third knowledge point, let's continue with the second round of draws."

"This time the lottery will be led by Principal Lin, and we will randomly select three students to come on stage." An Wuyang explained.

He had just completed the first round of draws and was not going to continue.

The same is true for Zhuang Xiaomeng.

"In the last round of lottery, single student No. 1111 was chosen. In this round of lottery, the first student is No. 2222." An Wuyang chose the first student as his first choice.

"Next are students No. 1234 and Xiao Yunxi." An Wuyang explained the candidates.

Among them, numbers 2222 and 1234 were numbers chosen by An Wuyang at random.

"The reason for choosing Xiao Yunxi as the lucky draw guest is very simple." An Wuyang explained.

"Reason one, the students I selected as the lottery guests, although their numbers are very special, they are not the designated candidates." An Wuyang explained.

"After all, if I have to make an internal decision, I can just specify a classmate, like Xiao Yunxi. She is my girlfriend's roommate and best friend, so I can just name her directly." An Wuyang joked.

I have to say that this is indeed the truth!
If An Wuyang wanted to cheat, why would he go through so much trouble?

(End of this chapter)