Di bab ini gue menerangkan mengapa harga CD gue yang relatif mahal justru menguntungkan penjualan CD gue…
Sempat ada omongan bahwa Rp 50.000,- terlalu mahal.
Tepatnya terlalu mahal untuk hiphop dan terlalu mahal untuk ukuran CD musisi Indonesia.
Little do they know, I put such price for a reason.
Untuk memperkuat positioning CD terhadap segmentasinya.
Di buku TREASURE HUNT oleh Michael J Silverstein, dikatakan bahwa jaman sekarang berbelanja telah menjadi olahraga dunia.
Dan fenomena terbaru adalah:
TRADE UP or TRADE DOWN.
Apa yang dimaksud dengan TRADE UP?
TRADE UP adalah dorongan manusia untuk berbelanja barang yang cenderung lebih mahal dari yang biasanya, atau dari yang dia mampu.
Atau, beli yang paling murah sekalian alias TRADE DOWN.
Orang berbelanja untuk kebutuhan status.
Status apa yang didapatkan dengan membeli barang yang lebih mahal dari biasanya?
Status sebuah pencapaian. Sebuah perbedaan status.
Kadang seringkali kita lihat atau bahkan mengalami situasi dimana seseorang membeli TV Plasma, kemudian berhemat hemat karena sebenarnya uang yang dipakai untuk membeli TV Plasma tersebut “memakan” uang jatah makan sebulan misalnya, atau uang lifestyle, dll.
Membeli barang yang relatif lebih mahal membuat seseorang merasa menjadi bagian dari sebuah status atau kalangan. Perasaan berharga itulah yang membuat orang seringkali membeli barang yang dia tahu sebenarnya mahal.
True story, waktu itu ibu dari mantan pacar gue ikutan buka stand di pameran baju muslim. Ada sekitar 8 stand termasuk milik beliau.
Harga baju baju beliau paling murah dibandingkan yang lain dengan harga 3-5jutaan perpotong.
Namun walaupun desainnya lebih bagus daripada yang mahal, stand beliau tidak laku.
Pada hari terakhir, beliau justru menaikkan harga pakaiannya sehingga sama dengan yang lain.
Pada hari itu, baju bajunya ludes.
Can you believe that?
Orang berbelanja untuk kebutuhan status.
Status apa yang didapatkan dengan membeli barang versi murahan?
(biasanya KW atau bajakan)
Status dihargai sebagai seorang smart shopper.
Stupid? I know, but is true.
Sering juga kita mendengar obrolan seperti ini
“Wuih, kaos lo bagus banget man… Beli dimana lo?”
“Tebak gue beli harganya berapa?”
“Hmm, sekitar 200ribuan lah”
“SALAH! Gue beli cuma 50ribu!!”
“Ha? Yang bener lho? Beli dimana?”
I know you’ve heard that before many times.
Membeli barang barang murah sekalian adalah cara kita menyeimbangkan pengeluaran kita.
Jaman sekarang ada buanyak sekali yang tersedia, Starbucks, Blitz Megaplex, I phone, dll.
We want everything!
Bagaimana cara umat sedunia mendapatkan semua yang dia inginkan dengan uang terbatas?
TRADE DOWN.
Maka itu berarti di dunia retail, hanya ada tempat untuk yang murah. Dan yang mahal.
Yang biasa biasa aja, tidak memberikan emotional benefit apa apa karena tidak membawa status apa apa.
Ketika gue memasang harga Rp 50.000 untuk CD gue, orang yang gue incar secara mereka sadari atau tidak akan merasa “tidak semua orang bisa/mampu beli CD ini”
So in essence, they know who this CD is for.
For them.
Believe me, everybody loves to be a part of the exclusives.
Di bab berikutnya gue menunjukkan bagaimana cara gue mengalahkan pembajakan. Pembajakan tidak bisa dihentikan dan kita tidak bisa menghentikan orang beli bajakan. Tapi kita BISA MENGALAHKAN. Next…
122 Responses to “BAB 3: TRADE UP inspired by this book: TREASURE HUNT by MICHAEL J. SILVERSTEIN”
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