'Shooting the Condor' - Analysis of the secrets hidden in the 9.9 yuan fashion pricing

In the past two days, Jin Yong IP’s NetEase masterpiece "The Condor" was released for public testing, and the promotion of video platforms such as Bilibili was overwhelming. What concerns me the most is that all directly sold skins are priced at 9.9 yuan. This setting is quite intuitive to a certain extent, and I think it is worth an in-depth analysis.

As far as online games are concerned, the nature of income is always the first priority. But how to set prices to maximize revenue is always a relatively difficult optimization problem. The traditional payment structure makes the game payment structure present a classic 28% state, that is, 20% of players pay 80% of the revenue. I tend to divide consumer groups into two extreme categories, impulsive consumers and rational consumers. Here I do not think that consumers should be in an intermediate state for a long time. To put it loosely, a person's consumption attitude of rational consumption will always maintain the logic of rational consumption.

So what are the differences or characteristics between impulsive consumers and rational consumers? Rational consumers are a typical risk-averse group. This group is more common in China. If the gap between the rich and the poor is not considered to be too large, In this case, the consumption principle can be simplified into a logical chain diagram in the game.

Impulsive consumers are relatively simple. Of course, it should be pointed out that impulsive consumption does not mean wealth. Generally, impulsive consumers lack wealth planning, so they often spend lavishly. expenditure.

It can be seen that when the wealth gap is not large, it is much easier to make an impulsive consumer consume than to make a rational consumer consume. For traditional game settings, it is almost inevitable for a rich man with a net worth of over 100 million to spend millions in the game every year. But in fact, this type of group may only be a rare minority among players, and the group with an annual consumption of more than 10,000 yuan may only account for 5% of the players. This group of people is quite fixed in any game. If you want your product to gain higher returns, you need to conduct further in-depth exploration of the vast majority of the remaining rational consumers.

For this group of rational consumers, it is necessary to design products that meet the non-producible properties. It cannot be obtained through other channels except consumption, but it cannot be a value criticized by players. Skin products have become the biggest target products.

Traditional skin pricing is mostly around 80-1,000. In mmo, most skins are priced at 300 or 500. Today we can use the prospect effect theory and cumulative prospect effect theory in behavioral economics to explain. The figure below shows a simple utility weighted model. When A holds 500 yuan for consumption and purchases one commodity, the psychological difference is different from when he purchases 50 commodities for 10 yuan each. (Since the negative interval is convex, it is assumed that the reference point of each consumption is the origin, because it is not required to buy the entire set at once.) In other words, assuming the same budget, consumers are more willing to accept the purchase of 50 items for 10 yuan.

In other words, if a complete skin suit is cut into 50 skin components for sale, firstly, it will increase the enthusiasm of rational and cautious consumers, secondly, the skins can be assembled freely, and thirdly, It is more of a gimmick in terms of publicity. Fourth, it can create sunk costs through recharge to deepen user stickiness. So no matter how you look at it, this design is more in line with consumers’ behavioral habits.

Of course, this design still needs to ensure the existence of payment depth. The Condor itself needs to have multi-dimensional numerical payment depth, so that traditional players who top up 10,000 yuan can have Deeper consumption space. So why is it certain that the model of heavy value payment and light appearance payment has more advantages.

First of all, we can discuss the basic composition of the player game group, A is a liver guy, B is a krypton guy, C is both a gangster and a krypton guy, and D is a salty fish party. To put it loosely, based on personal statistical observation, it is difficult for a player to maintain the state of playing only one game within a certain period of time.

So based on the daily time distribution, it is difficult for players to have enough time to reach the level of A, so the structure should generally be dominated by D. This can be seen from the modern game advertising slogans (like Slogans such as "No need for money, no money for money" can be placed, which illustrates that the core needs of modern online game players are to reduce the daily mechanical repetitive daily links). This type of D players complete daily tasks and make a profit ratio. Players who are offline for the biggest task or the like should be able to analyze the fact that they cannot fully catch up with the progress of the first echelon in the game under the assumption of rational consumers. Then the best choice for such people is to switch to "stand-alone" "type" gameplay, turning to the long-term collection/development mode of cards/appearances/collections, but this mode is isolated. He does not tend to experience the latest gameplay and content that takes time, and repeatedly experiences collection and one-click cultivation. The process will inevitably lead to giving up traveling.

Below we can assume a scenario. Based on the above analysis and reasoning, if a D-type player sees that the price of the product in the mall is 500, his paying tendency must be much lower than paying 10 yuan. When there is no consumption record, and the boredom of collecting is high enough, you can easily quit the game without any psychological burden. But if we consider sunk costs, when each payment he makes is 10 yuan, the accumulated consumption will reduce the probability of him abandoning the game.

So if the time is not too short, the model of splitting the whole set into individual pieces for sale can stimulate consumption, improve retention, and can also be used as a key point of publicity.
(Not a rigorous proof, just a personal opinion)

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