Qian Huade clearly understood
Editor’s note: This article comes from the WeChat public account “Flower’s life travel “(ID: huaxiaojie_travel) , the author’s life travel.
This year’s cherry blossom season, everyone can only enjoy the flowers at home, but this does not affect the cherry blossom season limited products to open our pockets.
After reading the pictures of these girls with overflowing hearts, even if they are not very fond of buying things or eating sweets, they can only offer my wallet with both hands and set it!
This makes me wonder, what is the mysterious force that allows manufacturers to launch these limited products every year, and let consumers hand a lot of money?
The cherry blossom season every year seems to be the most concentrated time for manufacturers to harvest girls ’hearts, so does this phenomenon only exist in March and April?
Is limited sales a hunger marketing?
What is the underlying logic of limited sales?
1. Market perspective
Limited sales do not mean hunger marketing, But the “supply and demand relationship” is worth your understanding
Restricted sales: Strictly restrict the production and sales of commodities, giving consumers the impression of fewer buying opportunities and increasing consumers ’buying interest.
Hunger marketing: refers to a marketing strategy in which commodity suppliers intend to lower output in order to control supply-demand relations, create “illusions” that supply exceeds demand, and maintain product image and maintain higher selling prices and profit margins. https://baike.baidu.com/item/%E9%A5%A5%E9%A5%BF%E8%90%A5%E9%94%80/6823374?fr=aladdin
Limited sales are similar to hunger marketing in that the relationship between supply and demand is changed, and supply is less than demand, so the goods become hot and hot.
Knock the blackboard and say Supply and demand , which is an economic concept that affects the marketing of all commodities.
Use recruitment as an example: If there are many people applying for a position, that is, oversupply, then the salary of the enterprise can be lower; if the position cannot recruit the right person, then the enterprise will be willing to pay more .
The logic of limited goods is that I sell specific commodities at a specific time, the total amount of commodities put on the market is limited, the supply is small, and the demand is greater than this quantity, then the price can be set higher and the sale premium.
This year’s Coca-Cola Japan Sakura Limited Edition, which has sold three times the price, is still popular.
Since you can sell 3 times more money, why not sell more? The relationship between supply and demand is a double-edged sword: when there are more commodities, the relationship between supply and demand will change, and the price will also change. The number of sales of limited goods is often statistical, and there are economic models that can calculate the quantity and price of maximizing profits. The goal of limited-edition sales is to make money steadily.
The hungry marketing is like the Xiaomi mobile phone is making advances in advance and is sold in small quantities. The purpose is to attract your attention by creating topics and stimulating public discussion. The goal of hunger marketing is to eventually sell as many products as possible. The mechanism of pre-sale will also involve the concepts of capacity and time value of money, which will not be expanded here.
So limited sales and hunger marketingIs different. The limited number of products sold is established, usually based on mature commodities and market capacity, with a stable model calculation and guaranteed return on investment (ROI); and hunger marketing is usually used to promote new products, the number of products that can be sold in the end The more the better, but intentionally create hot spots in advance to increase potential users’ willingness to buy.
2. Product development perspective
Enterprises can enrich the product line at low cost by selling limited products
The 2020 limited edition Sakura Coke sold at a triple premium is original. In other words, Coke is still ordinary Coke, just changed a bottle, or even just changed a spray or plastic bottle label. This cost is very, very low compared to the cost of developing new products and investing in a new production line.
The “skin change” is not uncommon in life.
The most common is the “game skin”. The same game props, with different skins, sell at different prices; or props of the same attribute, written with different names, can earn different incomes.
There is also a “Christmas set” that makes money. Things are still those things, because after changing the skin, combining several items that are not needed, it becomes a Christmas must buy.
![Is the cherry blossom season the main battlefield for limited products? Limited sales = hunger marketing, what is the underlying logic?]()
Of course there are cross-border and limited-edition outfits. Supreme and LV launched cross-border limited bags, bags are LV bags, LOGO is Supreme’s logo. Supreme’s three pieces of Oreo have been fired to 4000 pieces, and you can imagine the price of the box.
With a low-cost “skin change”, companies can launch more seasonal, multi-themed products, enrich their product lines, give consumers endless freshness, maintain active consumption, and also provide marketing promotion An endless stream of topics.
Sometimes it can also incubate new products. After obtaining market feedback from consumers through the testing of limited products, enterprises can decide whether they can officially release limited products to the market. For example, the 60th anniversary limited edition “Maltai Ramen” has now been sold as a standard product.
3. Brand marketing perspective
Why are consumers always willing to pay for new wine in new bottles every year?
I ca n’t see the cherry blossoms. At least I can buy the limited edition cherry blossom season and feel the happiness of “one period, one meeting”. This is a sense of ritual in life, to capture a small fortune.
Coffee and cola are also the same. Why not drink a cherry blossom theme if you can afford it?
What’s more, the middle-aged little flower still has a girl’s heart, really like pink.
The Nielsen China Brain Neuroscience and Innovation Consulting team ’s 2019 research results show that: Chinese consumers only spend 3-7 seconds on average to decide which product to buy. In this short period of time, 64% of consumers will Buy more attractive products in packaging.
Therefore, limited products provide consumers with emotional premiums outside of products and brands, which meet users’ needs for beauty, uniqueness, and social aspects.
I spend a little more money and I feel like I am a little fairy, making me happy and worthwhile!
Summary of knowledge points
-
The relationship between supply and demand affects prices and also affects the sales of most goods and services on the market; the price of supply exceeds demand and the price of supply falls below the demand;
-
The underlying logic of limited goods is that the supply is less than demand, but limited marketing and hunger marketing have the same and different points, pay attention to distinguish;
-
Limited products help companies to launch a variety of products at low cost, which is very common in daily life;
-
Limited goods earn an emotional premium, satisfying more diverse and higher quality needs; as consumers, paying for limited goods actually pays for happiness.
About the Author:
985 advertising background, MBA, more than ten years of practice. He used to be the brand leader of the US listed company, the marketing director of the Fortune 500, senior brand manager and product manager of Tencent.
Personal WeChat: hua_travel, welcome to communicate. If you add friends, please note the age, industry, company.
Restricted sales: Strictly restrict the production and sales of commodities, giving consumers the impression of fewer buying opportunities and increasing consumers ’buying interest.
Hunger marketing: refers to a marketing strategy in which commodity suppliers intend to lower output in order to control supply-demand relations, create “illusions” that supply exceeds demand, and maintain product image and maintain higher selling prices and profit margins. https://baike.baidu.com/item/%E9%A5%A5%E9%A5%BF%E8%90%A5%E9%94%80/6823374?fr=aladdin
Limited sales are similar to hunger marketing in that the relationship between supply and demand is changed, and supply is less than demand, so the goods become hot and hot.
Knock the blackboard and say Supply and demand , which is an economic concept that affects the marketing of all commodities.
Use recruitment as an example: If there are many people applying for a position, that is, oversupply, then the salary of the enterprise can be lower; if the position cannot recruit the right person, then the enterprise will be willing to pay more .
The logic of limited goods is that I sell specific commodities at a specific time, the total amount of commodities put on the market is limited, the supply is small, and the demand is greater than this quantity, then the price can be set higher and the sale premium.
This year’s Coca-Cola Japan Sakura Limited Edition, which has sold three times the price, is still popular.
Since you can sell 3 times more money, why not sell more? The relationship between supply and demand is a double-edged sword: when there are more commodities, the relationship between supply and demand will change, and the price will also change. The number of sales of limited goods is often statistical, and there are economic models that can calculate the quantity and price of maximizing profits. The goal of limited-edition sales is to make money steadily.
The hungry marketing is like the Xiaomi mobile phone is making advances in advance and is sold in small quantities. The purpose is to attract your attention by creating topics and stimulating public discussion. The goal of hunger marketing is to eventually sell as many products as possible. The mechanism of pre-sale will also involve the concepts of capacity and time value of money, which will not be expanded here.
So limited sales and hunger marketingIs different. The limited number of products sold is established, usually based on mature commodities and market capacity, with a stable model calculation and guaranteed return on investment (ROI); and hunger marketing is usually used to promote new products, the number of products that can be sold in the end The more the better, but intentionally create hot spots in advance to increase potential users’ willingness to buy.
2. Product development perspective
Enterprises can enrich the product line at low cost by selling limited products
The 2020 limited edition Sakura Coke sold at a triple premium is original. In other words, Coke is still ordinary Coke, just changed a bottle, or even just changed a spray or plastic bottle label. This cost is very, very low compared to the cost of developing new products and investing in a new production line.
The “skin change” is not uncommon in life.
The most common is the “game skin”. The same game props, with different skins, sell at different prices; or props of the same attribute, written with different names, can earn different incomes.
There is also a “Christmas set” that makes money. Things are still those things, because after changing the skin, combining several items that are not needed, it becomes a Christmas must buy.
![Is the cherry blossom season the main battlefield for limited products? Limited sales = hunger marketing, what is the underlying logic?]()
Of course there are cross-border and limited-edition outfits. Supreme and LV launched cross-border limited bags, bags are LV bags, LOGO is Supreme’s logo. Supreme’s three pieces of Oreo have been fired to 4000 pieces, and you can imagine the price of the box.
With a low-cost “skin change”, companies can launch more seasonal, multi-themed products, enrich their product lines, give consumers endless freshness, maintain active consumption, and also provide marketing promotion An endless stream of topics.
Sometimes it can also incubate new products. After obtaining market feedback from consumers through the testing of limited products, enterprises can decide whether they can officially release limited products to the market. For example, the 60th anniversary limited edition “Maltai Ramen” has now been sold as a standard product.
3. Brand marketing perspective
Why are consumers always willing to pay for new wine in new bottles every year?
I ca n’t see the cherry blossoms. At least I can buy the limited edition cherry blossom season and feel the happiness of “one period, one meeting”. This is a sense of ritual in life, to capture a small fortune.
Coffee and cola are also the same. Why not drink a cherry blossom theme if you can afford it?
What’s more, the middle-aged little flower still has a girl’s heart, really like pink.
The Nielsen China Brain Neuroscience and Innovation Consulting team ’s 2019 research results show that: Chinese consumers only spend 3-7 seconds on average to decide which product to buy. In this short period of time, 64% of consumers will Buy more attractive products in packaging.
Therefore, limited products provide consumers with emotional premiums outside of products and brands, which meet users’ needs for beauty, uniqueness, and social aspects.
I spend a little more money and I feel like I am a little fairy, making me happy and worthwhile!
Summary of knowledge points
-
The relationship between supply and demand affects prices and also affects the sales of most goods and services on the market; the price of supply exceeds demand and the price of supply falls below the demand;
-
The underlying logic of limited goods is that the supply is less than demand, but limited marketing and hunger marketing have the same and different points, pay attention to distinguish;
-
Limited products help companies to launch a variety of products at low cost, which is very common in daily life;
-
Limited goods earn an emotional premium, satisfying more diverse and higher quality needs; as consumers, paying for limited goods actually pays for happiness.
About the Author:
985 advertising background, MBA, more than ten years of practice. He used to be the brand leader of the US listed company, the marketing director of the Fortune 500, senior brand manager and product manager of Tencent.
Personal WeChat: hua_travel, welcome to communicate. If you add friends, please note the age, industry, company.
Why are consumers always willing to pay for new wine in new bottles every year?
I ca n’t see the cherry blossoms. At least I can buy the limited edition cherry blossom season and feel the happiness of “one period, one meeting”. This is a sense of ritual in life, to capture a small fortune.
Coffee and cola are also the same. Why not drink a cherry blossom theme if you can afford it?
What’s more, the middle-aged little flower still has a girl’s heart, really like pink.
The Nielsen China Brain Neuroscience and Innovation Consulting team ’s 2019 research results show that: Chinese consumers only spend 3-7 seconds on average to decide which product to buy. In this short period of time, 64% of consumers will Buy more attractive products in packaging.
Therefore, limited products provide consumers with emotional premiums outside of products and brands, which meet users’ needs for beauty, uniqueness, and social aspects.
I spend a little more money and I feel like I am a little fairy, making me happy and worthwhile!
Summary of knowledge points
-
The relationship between supply and demand affects prices and also affects the sales of most goods and services on the market; the price of supply exceeds demand and the price of supply falls below the demand;
-
The underlying logic of limited goods is that the supply is less than demand, but limited marketing and hunger marketing have the same and different points, pay attention to distinguish;
-
Limited products help companies to launch a variety of products at low cost, which is very common in daily life;
-
Limited goods earn an emotional premium, satisfying more diverse and higher quality needs; as consumers, paying for limited goods actually pays for happiness.
About the Author:
985 advertising background, MBA, more than ten years of practice. He used to be the brand leader of the US listed company, the marketing director of the Fortune 500, senior brand manager and product manager of Tencent.
Personal WeChat: hua_travel, welcome to communicate. If you add friends, please note the age, industry, company.