Buy it on the news "you can wear it next year". Buying a whole set at a big sale is a "loss".

Professionals teach the matters needing attention when buying goods on sale. (Ph/Photo AC)

Winter sales promotion also ushered in a good day today. In order to clear the inventory of autumn and winter goods, the clothing industry has increased the rate of price reduction from 30% to 50% and 70%, and the discount rate has been increasing. After so many discounts, some people will inadvertently say, "buy what you can wear next year" and "get a free freight price". [5 photos] is "unified purchase" at a loss? Introduce all kinds of photos about sales promotion

However, a unified purchase is not necessarily a "bargain". "rather, there are often losses." This is the work of marketing and brand director Zhike Hashimoto, "90% of shopping is unnecessary in behavioral economics known as" people who gain or lose "(show and system). Why?

Why do you buy it in batches because it is cheap?

In a word, why do people make collective purchases because they are cheap? "from the perspective of behavioral economics that I study, missing an opportunity that can be bought cheaply is seen as a 'loss'. Research shows that even with the same amount of loss and gain, the sadness and discontent of the loss far outweigh the joy and satisfaction of the gain. Therefore, people will try to avoid losses. As a result, goods with low prices are easy to buy too much in large quantities. "(same below Hashimoto)

What is the "loss" caused by collective buying?

When it comes to the result of unified buying, what kind of "loss" will it produce? "first, the accumulated goods do not disappear in an instant, so they need to be kept. In order to keep it, there is also a special purchase of storage boxes, resulting in excess expenses. Besides, don't forget that the space itself costs a lot of money. In particular, for people living in the city center with high land prices, the occupation of living space will lead to a waste of space that could have been freely used. Although there are families who use a room of 4 to 6 tatami as a warehouse, if it is a rental house in the city center, as long as the room disappears completely, the rent of tens of thousands of yen a month can be calculated. "in addition to the" invisible loss ", there is also an invisible loss. "if there are too many things, in order to find what you want, you will give up looking for bones, or forget to buy the thing itself. In this way, if you miss the season, you will not be able to wear it if you are eaten by bugs. Without the opportunity to wear sleeves, the size and fashion will also change, sometimes crying to deal with new products, but also to the reuse industry. As for food with a shelf life, there is also the risk of missing the expiration date and decay. "if you think so, it is the" loss "of missing the opportunity to buy cheaply, as well as the" loss "caused by buying too cheaply. It is self-evident which will cause huge "losses".