Xinhua: Millet Hunger Marketing finally do not "hungry" into a joke

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Original title: All the way out of stock is referred to as "scam" "hungry" to the end of the joke-millet "hunger marketing" encounter net spray

Xinhua Beijing October 19 New media (reporter Ye Mai Kaoshaohua Huang Anqi) 15th, Millet TV opened the first round of snapping up, the first batch of 3000 units used only 1 minutes and 58 seconds of time was a grab and empty, smart Internet television seems to be enthusiastically sought after. However, the "technical faction" Netizen pointed at millet suspected of making false snapping, so that along with the hunger marketing "infamy" millet again in the forefront of public opinion. Only let consumers "look at the United States but not get" hunger marketing, fear of becoming the IT industry jokes end users abandoned.

Hunger Marketing-the button is suspected false, "enthusiasm" will not be false?

With the millet TV snapped up, public opinion swirl, industry scold war, "rice noodles" can't grab the product and love and hate the emotional spit trough ... The scene, which appeared on the sale of the millet phone, reappeared. All the way, these are regarded as millet to maintain high public concern, and even lead the industry's topic "Magic Weapon."

After the failure of the snapping, technology sent Netizen "TNITF" hair micro Bo said, snapped up the page of the "snapped" button in a fake, because the button did not post request, and directly generated the "Sold out" page, "the so-called button is just the rush to buy enthusiasm of the balloon show it."

In response to the above query, millet company related responsible person responded that, regarding the Netizen to "buys the fraud" the question to have the misunderstanding, because buys the large number, in order to reduce the server pressure, maintains the purchase process smoothly, the millet will buy the flow to divert, but does not exist "the fraud" and "

For the consistently blamed "hunger marketing", Millet has maintained its usual rhetoric: insufficient capacity, "in short supply", "selling electronic products and seafood, no one dares to cover not to sell, because the market changes too fast, there is no goods to take a great risk, and this risk in the entire consumer electronics industry no one dares to bear." ”

In fact, 3000 sets of millet TV for the huge market, almost bucket, snapping success is a small concept event. As long as the product is not too bad, fast sold out is also expected.

Regardless of the previous millet cell phone, or millet TV, the price has been to impress consumers, ignite the main factors of purchase impulse. From the moment of birth, the Millet walk is "fever + civilians" brand line, for a while to meet the countless "shy" young people to catch up with the technology and fashion trend of the simple desire, millet can be with the "young" "Fashion" "treason" and other concepts associated. Coupled with the "Squeeze toothpaste" type of supply, "rice noodles" is always in line, hunger Marketing can be "successful".

Usually, some electronic consumer products in the market at the beginning, the price is often high, and then diving, and millet imitation apple (508.89, 4.39, 0.87%), in the next generation, basically keep the listed prices for sale. This is tantamount to telling consumers: after a period of time to start and not cheap accounted for, the first time of taste is spent the same money in advance to enjoy.

Millet out of stock because "no rice"?

Is the millet TV really cheap? The reporter sees in some electricity merchant website, the Japanese and Korean brand and the domestic television brand similar size television, if does not consider the intelligence module and the system factor, 47 inch LCD TV sells 2999 Yuan and does not have to "the rock" the point, the first line brand in the price similar same file product everywhere.

Internet TV fans, Guangzhou citizen Mr. Wang said, spend two hundred or three hundred yuan to buy an internet TV box, traditional TV can achieve the same audio-visual effect as Internet TV. Most crucially, once the TV has a built-in intelligent system, there is little room for hardware upgrades, and the TV box is much more flexible, and the cost of upgrading is relatively low.

In the industry, the electronic product update speed more and more quickly, two or three months ago also known as "top" products may not be long before the "Huo", of course, along with the relevant components of the price of diving.

Reporter from some domestic television manufacturers to understand that, according to split calculation, the cost of millet TV hardware estimated in more than 2000 yuan, has been close to its sales price, according to the current level of component prices, every sell a millet TV, millet company profit meager.

A more than 10-year experience in it manufacturing industry manager analysis, Millet TV "insufficient capacity" may just "excuses." Television and mobile phone manufacturing, in the country have already mature industrial chain and production lines. The actual capacity is not enough to find a sufficient number of millet, enough low-cost LCD panels and components just. To profit, millet must wait until the LCD panel and components to lower prices to a large scale production, which is the same as the previous millet phone. If the cost of the components of television is obviously reduced, then other brands of products will naturally reduce prices, so from the "futures model", consumers can hardly account for the real cheap.

Out of stock--"play" is a bad joke

Netizens said: "Millet TV and other new products, if kept in stock, then it may become a rewriting industry history of a myth; If the total is so out of stock, will only let the scientific and technological sector more than a joke."

In recent years, some domestic it manufacturers, internet companies have been trying to "hunger marketing" practice. Le Vision before the launch of the video box, video products such as television, but also repeatedly caused by short-term demand for products in short supply situation; In mid-July, the second batch of 360 portable WiFi shipments of 100,000 units, sold out in 5 minutes, some subscribers have posted a message dissatisfaction, 360 chairman Zhou later issued a micro-blog to apologize to users, but stressed "Do not have to do hunger marketing meaning."

Lei, director of China e-commerce Research Center, said that at present some domestic manufacturers see hunger marketing as a means to attract attention and entertain the masses, but to create an expectation in the heart of consumers, so that more people pay attention to and evaluation. "There is nothing wrong with hunger marketing, but to become a public entertainment, the brand may have a negative effect." ”

Marketing Organization Goutain Technology founder Expressway to reporters, hunger marketing in the consumer to create a brand or product high value of the phenomenon, this in the marketing way is understandable, but this needs to be built in a strong and high reputation of the brand based on the use of excessive but will cause damage to the brand.

For manufacturers keen on hunger marketing, in order to protect consumers ' rights and interests, on the one hand, through laws and regulations or the Consumer Association and other Third-party institutions to the manufacturer's commitment to explicitly stipulate, on the other hand, consumers themselves also need to strengthen the rights and interests of the protection of the ability to judge, such as the

Analysis of the industry, including millet to pay attention to user experience needs of domestic Internet enterprises can continue to grow, squeezing the smart phone and smart TV prices of the virtual high bubble, so that domestic technology brands in the world of electronic consumer goods "big powers" occupy a place, is also consumers are happy to see. But must remind, millet and so on domestic science and technology enterprise must face oneself to the industry chain control ability and the commercial profit model, lets the user really enjoy the benefit, but not repeatedly to the user "castles".