| In recent years,a wide variety of "niche products" have gradually been accepted and loved by the public,and niche products from different segmented markets together occupy a considerable market share.The two pre-sale models of "deposit+final payment",two-stage pre-sale and full pre-sale,have become the main sales models chosen by niche merchants due to their significant advantages in extending sales cycles and reducing sales risks.However,the problems of consumers running orders and returning goods that exist in the pre-sale mode can bring losses to both parties in the transaction,and these issues have become an indispensable part of merchants’ pre-sale related decisions.However,for different types of niche products,the impact of decisions such as return policy differences and deposit ratios in their pre-sale models on consumer behavior and merchant profits is still unknown.To address the above issues,this article take different types of niche products under the online pre-sale mode as the research object,compare and analyze the similarities and differences between the current sale mode and the mixed pre-sale mode in terms of sales process and consumer decision-making.Considering consumer order running behavior and return behavior,and combining the sales characteristics of different types of niche products,we will construct a current sale niche product merchant,a mixed pre-sale niche perishable product merchant(no return)A profit function model for mixed pre-sale niche collectibles merchants(with returns)and comparative analysis,aiming to answer questions such as how different types of niche product merchants make pre-sale decisions.The results show that: 1)Regardless of the type of niche products,whether they participate in pre-sale or not,reducing the probability of consumers returning goods and improving the final transaction rate are always beneficial to the increase in sales and profits of businesses;2)A higher deposit ratio for businesses is more beneficial to improving profits;3)The higher the proportion of customers who choose to pre sell full products,the higher the profit of the merchant.4)The spot premium is beneficial to business profits,but should be controlled within a reasonable range.Based on the above results,this article proposes the following suggestions for niche commodity merchants: 1)Whether to participate in pre-sales and the proportion of pre-sale deposits should be determined based on the actual situation of the enterprise itself;2)Hunger marketing methods can be combined with pre-sales to increase selling prices and profits;3)Emphasis should be placed on improving product quality,shortening production time,improving information transparency,and increasing consumer willingness to purchase,and,prices can also be appropriately increased to reduce the probability of orders being missed or returned;4)Customers can be encouraged to choose full payment pre-sales through priority shipping commitments,providing gifts,and other means. |
