Let’s talk about bargaining costs first. When there is no fixed price for goods, there will be huge bargaining costs.
The negotiating cost itself is the user's, but it will lead to low transaction efficiency on the platform, and both the demand and supply sides will suffer from it.
Therefore, most commodities are priced (determined prices), but there are also transaction scenarios that are suitable for bargaining.
Such as bargaining in vegetable markets and stalls, if the price is forced, business may not be better.
Speaking of pricing. Behind every price you can see is the final price determined by the platform after a lot of research and trial and error.
The pricing of a single item needs to consider fixed and elastic costs.
Fixed costs include commodity costs, logistics costs, tax costs, and other entity costs.
Flexible costs include seasonality, geography, supply and demand changes, and additional service charges (such as labor).
With detailed cost accounting, it is a specific strategy to use cost pricing, competing product pricing, consumer pricing or revenue management pricing.
3. Post-purchase execution costs
The platform itself is neutral and needs to protect the rights and interests of both the demand and supply ends, while ensuring the principle of fairness.
In the process of transaction execution, there are costs such as supervision, early warning, risk control, business rules, after-sales, and customer service. A very important but not urgent type of business.
For example, in this case of Huo Lala, the supervision cost paid by the platform during the transaction process is too small, and it is prone to major problems. If it does not happen, it is 0%, and it happens 100%.
3. Classification of trading platforms
Transactions are caused by consumption behaviors in different scenarios, and it is more meaningful to distinguish the types of trading platforms.
The trading platform itself is also an information matching platform, but the matching information is strongly related to the transaction.
The premise of the transaction is that the platform first achieves the effective classification and display of transaction information.
Then how to match or distribute the information is the core. The premise of matching is standardization, which is divided into supply and demand side standardization.
So I tend to classify trading platforms country email list according to matching logic:
①Only provide information to match, and leave the rest to supply and demand to discuss, such as blind date and recruitment.
You can let the demand side choose actively (such as Taobao), or let the supply side choose (such as Didi), or you can give rights to both parties (such as the second-hand market).
I classify such platforms as information matching trading platforms.
②Provide information matching, and also provide certain matching logic.
Supply can be matched according to demand, such as Douyin. It is also possible to match demand according to supply, such as cargo pulls.
The depth of matching can be differentiated, providing information screening in a shallow way, and giving the right to actively choose to supply or demand, such as Didi's order grabbing model and official account subscription model.
Deeply achieves platform distribution directly, such as Didi's order dispatch mode and Douyin's algorithm recommendation mode.