Hunger Marketing is not the most secret cheat.

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Guide: In Western economics, "utility theory" refers to the consumer's satisfaction from the consumption of goods and services, it belongs to a psychological concept, has subjectivity, this common sense in marketing is called "Hunger" marketing.

Limited red Meter mobile phone "1 minutes 08 seconds have been sold out", "0 minutes 25 seconds have been sold out", which is the millet machine into the Taiwan market at the end of 2013 to give the impression, however, the Fair Trade Commission 3721.html ">2014 year July 31 committee meeting passed, Taiwan Millet Communications Company at the end of last year, the 3 wave network to buy red rice mobile phone activities, the number of merchandise advertising is not true, the Taiwan Millet NT 600,000 yuan penalty fines, this is a classic case of hunger marketing, in modern business marketing practices, but it seems very rare by the government punishment.

Tourists who have travelled to Japan know that the most common marketing tactic that Japanese businessmen play is to "limit the sale of the shell". is limited to the sale, the author often said that this is the economic version of the double regulation "stipulated time, the place" to buy, especially Japan is really limited Oh! For example: Hokkaido Hami Melon is very famous, Japan Sen wing Milk Sugar will be a "Hokkaido limited-a melon", meaning that you can only buy here, I can't buy it anywhere else. So often a lot of people go to Hokkaido tourism will bring melon candy back.

In fact, in western economics, "utility theory" refers to the satisfaction of consumers from the consumption of goods and services, it belongs to a psychological concept, with subjectivity, this common sense in marketing is called "Hunger" marketing.

The merchant uses "The Hunger" the premise is the product brand and the product quality has the sufficient appeal, then uses the hunger marketing way to make its value and the appeal to have the multiplication to enlarge, provides the foundation for the subsequent hot sale, and establishes the loyal fans. So hunger hungry marketing can not simply be understood as "less quantity low price", credit brand, quality products, flexible marketing is the key, is the basis.

Hunger Marketing is not a new thing, flash activities, objects (limited membership, students or women, etc.), quantity, region, period limit, registration, such as pre-sale, these familiar phenomenon is actually hunger marketing, because they control the supply of products in the business, resulting in the illusion of supply, Creating a buying atmosphere is consistent with the characteristics of hunger marketing. Therefore, we say that the marketing of hunger is not a new marketing strategy, more is not an inscrutable absolute cheats.

Consumer shopping is often a kind of impulsive decision, how to stimulate the consumer's "irrational" is not only attractive low-cost strategy, more importantly, to create a "sense of crisis" atmosphere, in order to lure consumers in the shortest possible time to take out the money.

Using "limited" to create a sense of crisis of consumption, stimulate the purchase of gas, seems to have become a routine marketing strategy, an indispensable link. This kind of drastic method, with the industrial structure to the service industry transformation in recent years, the wholesale retail market has a close relationship with explosive growth.

In order to expand the size of the city, the industry's strong display of the speed and density of the rapid pace, each other difficult to breathe. Because unable to squeeze into the top 3, living space immediately reduced dramatically.

Take the Taiwan department store industry as an example, the top 3 new light three Yue, Pacific Sogo and Far East department stores, the total market share of more than One-second. And the top 3 of the chain of outlets, family convenience stores, Lerfoux the city accounted for up to 80%. As for 70% of the market, Carrefour, RT-Fat and the Far East love to buy the share.

In addition to large channels, if coupled with the new sunny, can Kun, the national electronics, shun hair, such as 3 C stores, as well as the new TV shopping channels, with "All the tricks" are not enough to describe the survival pressure of the industry to face. But the most difficult part, but in the era of meager profit, consumers know how to haggle over the mentality.

The industry said, "Now the consumer has almost arrived without activity will not go to the street, not shopping status." "In the case of gross profit margin falling to the average only 5%~20%, but the cost of management is as high as 15%~25%, almost a door is doomed to lose money."

Thus, in order to shorten the customer's hesitation period of shopping, "price" is almost the access in the operating limit of the most critical consideration. As long as a little market reputation products played "limited price", the crowd immediately flocked to the suppliers, the pressure can only be constantly from the source of supply to find manufacturers to depress prices.

In contrast, convenience stores because the price of goods is low, in the operation of limited marketing, almost less from the price cut, mostly from the topic of the "difference" to the partition.

The Family convenience store marketing project points out that as convenience stores between each other, from the location distribution, consumer groups to provide the content of the goods, almost all locked in the "younger" to "life form" two major spindles, can create differences between each other is limited, "Finally can only use marketing issues to create the partition." ”

Therefore, marketing planning must follow the season, seasonal launch of a variety of limited goods, from strawberries, bamboo shoots, hairy crabs, dishes to local snacks, become a convenience store in the marketing of the focus of the force.

Plus convenience stores can get rid of the constraints of manufacturers supply, in recent years, the major convenience is more active in the development of limited goods, in order to attract the "new" consumers again door.

The author believes that in the era of personal rise in the subjective consciousness, when the consumer is shopping for "I am not the same" (Iamdifferent). The inner craving is growing stronger, "Give me reason, let me agree" can and most unusual limited goods, its living space will be more and more big, the market that kind of me-too commodity will gradually decline, therefore, in this hunger marketing flood tide, you (you) in recruit? "