E-commerce has developed to the present, and the general infrastructure of products has been similar. In order to attract users' attention, various platforms will find ways to plan various activities, coupons, models, etc. The author of this article analyzed one of the core points - the superposition of discounts, and let’s take a look.
E-commerce has been developing for so many years, and the general infrastructure of products has actually been almost finalized. In order to attract users' attention, operators of each platform have thought about ways to plan various gameplay, activities, coupons, systems, models, etc. in different forms, not only operations, but many companies also need product managers to have such planning capabilities in order to better design products that capture users.
After all, in today's era of information explosion and users' attention is difficult to obtain, this is almost an inevitable direction. From this perspective, the pattern of e-commerce products is no longer possible to be solved through basic product functions and gameplay, but requires more "creativeness" to operate.
" Creativity " can be regarded as one of the underlying abilities of people. It is precisely because of this that it cannot be "quickly", but some common business or product design methods that are more than above can be quick-acted. This article mainly focuses on "quick completion" a very core point in e-commerce operations, the superposition of discounts.
1. What is discount superposition?
1. Common form of discounts
. For the discounts in e-commerce, there are actually two main types of discounts. One type can be regarded as " activity ". Whether it is a discount event, a full gift event, or a limited-time flash sale event, it is a similar type; the other type is " coupon ", which is essentially the electronicization of offline paper coupons, and in fact it maintains a similar logic to offline coupons. In addition to these two types, another typical discount method can be regarded as the discount for personal assets of , such as point deduction and member discount, which can be regarded as such discount.
2. Promotion overlay presentation form
discount overlay is actually a way for the previous different forms to allow users to enjoy multiple discounts at the same time. The following figure shows the scene where discounts are superimposed when placing an order on Taobao. On the one hand, the store itself offers discounts on the products, and on the other hand, the category coupons provided by the platform can be used, and the two can be shared.
2. How to superimpose discounts
1. Discount level
After understanding the common forms of discounts, there will still be some corresponding rules in terms of specific rules when superimposing them. In order to better understand the relevant rules for superimposing discounts, you need to understand another thing first, which is the level of discounts.
In the platform where merchant roles exist, from a hierarchical perspective, there are only three discounts: single-level discount , store-level discount , and cross-store discount .
1) Single-level discount
As the name suggests, the discount for a certain product, that is, the discount for that product is not related to other products. Common discount methods, such as limited-time flash sale, discount promotion, etc.
2) Store-level discount
is a discount for the products of the entire store or some products in the store. In many cases, this type of discount means that multiple products from the same store can be put together.
3) Cross-store discount
supports discounts across stores on the platform. Usually this type of discount means that different products from different stores on the platform will have discounts.
2. Overlay solution
After understanding the discount level, the e-commerce platforms on the market actually adopt different methods in terms of overlay. The most mainstream one is not superposition and superposition. It's actually easy to say if you don't stack it, because it means that only colleagues can choose one of the many different types of offers.
superposition means that the price of the product can enjoy multiple discounts at the same time. In terms of superposition, due to different rules, the final discount amount will also affect the difference in the rules. In this regard, the more mainstream superposition schemes on the market mainly have the following two types: parallel thresholds and progressive thresholds. When calculating these two schemes, they are calculated based on single-level discounts, and then calculated based on the discount amount, for store-level discounts and cross-store discounts. There are some differences in the calculation.
1) Parallel threshold
The so-called parallel threshold refers to the fact that after the product has reduced the discount amount of a certain amount through a single-level discount, it still meets the discount threshold at the subsequent discount level, and can enjoy multiple levels of discount at the same time, namely store-level discounts and cross-store discounts.
, then there will be another problem here. What should we do if there are multiple different types of discounts at the same level at the same time?
Generally speaking, the processing method can be as follows:
① Single-item discount
is only allowed to take effect on one single-item discount rule. However, when the quantity of orders is not a single piece, the total discount price will be calculated according to the quantity of the product, which is also called a total price promotion. The discount price of the single product is often displayed on the product details page at the current selling price.
For example, the original price of the product is 100 yuan and the promotion price is 88 yuan. Then when purchasing the product, the user can place an order directly through the promotion price.
②Shop level discount
"Activity" discount and "coupon" discount can take effect at the same time, but only one of the same type will take effect at the same time.
For example, if the product price is 100 yuan, the store is holding an event of 20 yuan off for purchases over 100 yuan, and there is a coupon for purchases over 100 yuan off for purchases over 100 yuan, then the product can enjoy both discounts and coupons.
③ Cross-store discount
is consistent with the store-level discount rules, but the product range is the entire platform, so I won’t give an example here. After
has clarified the calculations within each level, in order to make the calculations of parallel thresholds clearer and clearer, here is a case to illustrate the overall calculation of parallel thresholds.
For example, a keyboard is originally priced at 100 yuan, and currently has a limited time discount of 20% off. At the same time, the merchant has set up a store activity of 50 off for purchases over 300 yuan, and provides coupons for purchases over 300 yuan. The merchant also registered the product for purchases over 300 yuan for purchases over 300 yuan for purchases over 300 yuan for purchases over 20 yuan for purchases over 300 yuan. At the same time, the user happened to receive a category coupon for purchases over 100 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over 10 yuan for purchases over At present, how much does a keyboard warrior need to pay to purchase 4 keyboards? The idea here is actually very simple. According to what was mentioned above, it can be divided into three steps. First, divide the above discount levels, judge the discount threshold based on the price after the single-level discount, and finally calculate the amount of store-level discounts and cross-store discounts.
discount level division:
- single-grade discount: 20% off for limited time
- store-grade discount: 50 discount activities over 300, 50 discount coupons over 300
- cross-store discount: 20 discount for cross-store purchases over 300, 10 discount for cross-store purchases over 100
threshold judgment: The order amount after calculating the order amount is 100 * 0.8 * 4 = 320, which is obviously beyond the various discount thresholds for store-level discounts and cross-store discounts.
discount calculation:
- calculates the store-level discount amount of 50 + 50 =100
- calculates the cross-store discount amount of 20 + 10 = 30
- The end user's price is 320 – 100 – 30 = 190
So, for parallel thresholds, the overall discount calculation method can be expressed as:
get the price of single item discount (sum) - store-level discount - cross-store discount
2) progressive threshold
In addition, it is the progressive threshold. When calculating the progressive threshold, the amount after deduction of the previous discount will be calculated first, and then based on the remaining amount, we will judge whether the discount threshold is met at the next level. That is, after passing a single-level discount, you will first determine whether you meet the store-level discount threshold, and then determine whether you meet the cross-store discount threshold. When the threshold of a certain discount level is not met, you will not be able to make a discount.
Similarly, in the example just now, if the platform uses progressive thresholds, how should it be calculated? The idea of
calculation is actually similar to what just now. You also need to divide the above discount levels first, and you also need to make a threshold judgment next. However, it should be noted that at this time, you need to make a threshold judgment at each discount level. Once it does not meet, stop enjoying the subsequent discount level.
here has the same discount level relationship as above. We will directly judge the discount threshold. The amount after a single-item discount is 100 * 0.8 * 4 = 320. The next total price meets the threshold for full discount promotion, and the total price promotion amount is 320 – 50 = 270. After this step, since the amount no longer meets the subsequent store-level discount, the subsequent discount calculation cannot be carried out.
is also the parallel threshold and the progressive threshold. In particular, the discounts between each level of the progressive threshold will be affected by the previous level, so it is impossible for both merchants and users to intuitively understand the results of the final discounts after being superimposed.
may even lead to many users giving up placing orders because they cannot perceive the discount intensity. Therefore, many e-commerce platforms have gradually abandoned the progressive threshold method and instead adopted parallel thresholds as the preferred solution for discount superposition.
In addition, at the beginning, it was also mentioned that there is a discount called personal assets. This method also needs to meet the threshold for using personal assets. Therefore, after the previous discount is superimposed, if the personal asset discount is used, it is necessary to continue superimposed.
Author: Xiaofeng, product manager; official account: Murakami Feng
This article was originally published by @Xiaofeng and is a product manager. Reproduction is prohibited without permission. The
question picture is from Unsplash and is based on the CC0 protocol.
The views in this article only represent the author himself, Renren are both product managers and the platform only provides information storage space services.
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