The limited-edition Redmi mobile phone has been sold out in seconds, and it has been sold out in seconds. This is the impression given by Xiaomi when it entered the Taiwan market at the end of the year. However, the Committee meeting of the Fair Trade Commission passed the wave network held by Taiwan Xiaomi Communications Company at the end of last year. Buy a Redmi mobile phone and the number of products in the event will be fined NT$10,000 for false advertising. This is a classic case of hunger marketing. It is common in modern commercial marketing techniques, but being punished by the government seems to be very rare.
Tourists who have traveled to Japan all know that the most popular marketing technique used by Japanese businessmen is [limited sale of shells]. It is also a limited release. I often say that this is the economic version of Shuanggui. You can only buy it at the specified time and place. Especially in Japan, it is really limited! For example, Hokkaido's cantaloupe is very famous. Japan's Morinaga Milk Candy will produce one [Hokkaido] Limited edition cantaloupe] It means you can only buy it here and you can’t buy it anywhere else. Therefore, many people often bring cantaloupe gummies back when traveling to Hokkaido.
In fact, the utility theory in Western economics refers to the satisfaction that consumers get from the consumption of goods and services. It is a psychological concept and is subjective. This common sense is called hunger marketing in marketing. .
The premise for merchants to use hunger marketing is that the product brand and product quality have sufficient appeal, and then use hunger marketing methods to multiply their value and appeal, lay the foundation for continued hot sales in the future, and build die-hard loyalists. fans. Therefore, hunger marketing cannot simply be understood as the key and foundation of low-volume, low-price, trustworthy brands, high-quality products, and flexible marketing.
Hunger marketing is not a new thing. Pop-up activities, objects (limited members, students or women, etc.), quantity, area, time limit, registration pre-sale, etc. These familiar phenomena are actually hunger marketing because they are under the control of merchants. Product supply, creating the illusion that supply exceeds demand, and creating a rush-buying atmosphere are all in line with the characteristics of hunger marketing. Therefore, we say that hunger marketing is not a new marketing strategy, nor is it an enigmatic secret.
Consumer shopping is often an impulsive decision. How to stimulate consumers' irrationality is not only an attractive low-price strategy, but more importantly, it is necessary to create a sense of crisis atmosphere to induce consumers to spend their money in the shortest possible time. Take it out.
Using limited editions to create a sense of crisis in consumption and stimulate buying momentum seems to have become an indispensable part of routine marketing strategies. This intense approach is closely related to the explosive growth of the wholesale and retail market in recent years as the industrial structure has shifted toward the service industry.
In order to expand their market share, businesses are opening stores at an ever-increasing speed and density, making it difficult for both parties to breathe. Because the front large living space cannot be squeezed into, it immediately shrinks significantly.
Taking Taiwan’s department store industry as an example, major players Shin Kong Mitsukoshi, Pacific and Far Eastern Department Stores together account for more than half of the market. Among the largest supermarket chains, FamilyMart and Laerfu have a market share of as high as 5%. As for the mass retail industry, Carrefour, RT-Mart and Far East i-Mart account for 1% of the market.
In addition to large-scale channels, if you add in specialty stores such as Xin Lianqing, Tsann Kun, Nationwide Electronics, Shunfa, etc., as well as the newly added TV shopping channels, it is not enough to describe what the industry needs to face. stress of living. But the most difficult part is that in the era of meager profits, consumers are more aware of their preoccupation mentality.
Industry experts describe that consumers have almost reached a state where they do not go out on the streets or shop if they are not active. When the gross profit margin continues to drop to an average of only %~%, but the management and sales expenses are as high as %~%, it is destined to lose money almost as soon as it opens the door.
Therefore, in order to shorten the hesitation period of customers' shopping, price is almost the most critical consideration when operating limits. As long as a product with some market reputation is sold in a limited quantity and at a low price, people will immediately flock to the product and the pressure will be directly transferred to the supplier. All we have to do is to constantly look for manufacturers from the source of supply to lower the price.
In comparison, convenience stores rarely focus on price when operating limited-edition marketing because of the low unit price of products, and mostly focus on the difference in product topics.
The marketing plan of FamilyMart convenience stores points out that since convenience stores are almost locked in the two main axes of youth and lifestyle in terms of location distribution, consumer groups and product content, the differences they can create between each other are real. In the end, marketing issues can only be used to create differentiation.
Therefore, marketing planning must follow the seasons. Various limited edition products ranging from strawberries, bamboo shoots, hairy crabs, New Year vegetables to local snacks have become the focus of convenience stores' marketing efforts.
In addition, convenience stores can get rid of the constraints of manufacturer supply. In recent years, major convenience supermarkets have actively invested in the development of limited edition products in order to attract consumers who are new and tired of the old to come back again.
The author believes that in an era of rising subject consciousness and personalization, when consumers are shopping, it is different for me ( ). When the inner desire becomes stronger and stronger, just give me a reason to agree with the limited edition products that are different from most people, and their living space will become larger and larger. That kind of products in the market will gradually decline, so this market is full of hunger marketing. Have you fallen into the trend?
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