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The Secret Of "Hunger Marketing" Used By Luxury Goods Providers

2013/7/29 20:00:00 15

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order a leather bag. You have to wait in line for three years before you can get the goods, and the price is less than tens of thousands of yuan, which is more than one million yuan. It really means "three years and a pack, and you have no appetite." In the increasingly fierce buyer market era of marketing war, what commodities dare to have this kind of arrogance and domineering? Reporters recently interviewed a luxury street in Shenyang, and personally experienced the secret of "hunger marketing" used by luxury goods merchants. 
 in the the Mixc shopping mall of Shenyang Youth Street, there is a special luxury brand, Hermes, which is also the only Hermes store in Shenyang. When a reporter consulted for the purchase of a woman's "platinum bag" as an ordinary customer, the salesgirl said, "the price of the packages of different styles ranges from tens of thousands of yuan to more than ten thousand yuan, or even more, but they are not in stock. After ordering, they usually have to wait for more than 3 years to get the goods." 
 according to the salesgirl, a "platinum bag" should be hand-made by craftsmen and has a long production cycle. In order to ensure quality and high price, customers should first register in the store, and then store the registration information back to the general department. In recent years, the "platinum bag" has been selling well. If there are VIP customers in the queue waiting for orders, then the goods ordered by ordinary customers will be postponed to the back row, which is likely to exceed 3 years. 
 reporter asked, "how can we become a VIP customer?" 
 salesgirl replied: "there is no fixed standard, mainly depends on the level of consumption. If you spend more than 1 million yuan in this store this year, you will be eligible to become a VIP customer if you spend the first ten of the total consumption amount." 
 but reporters did not find a business spanaction in the observation for several hours at the scene, but the saleslady said that luxury goods buyers were not as many as ordinary goods, and the sales performance in the store was pretty good. 
 according to some industry insiders who have long been concerned about luxury consumption, buying a Hermes "platinum bag" and queuing up for 35 years is very common. Ms. Zhao, who has had a luxury consumption experience, told reporters: "not only Hermes, such as Chanel, Prada and other hand-made bags and" a target= "_blank" href= "http://www.91se91.com/" > clothing "/a", sometimes also need to queue up for booking. She said that some customers could not wait to buy high prices from other people's hands or other channels, which virtually pushed up the market and made the market hot. 
 reporter survey found that in recent years, Shenyang has been concentrating its financial and policy advantages, making the South North Main Road Youth Street into "Golden Corridor Commercial Street", attracting a number of top luxury goods stores in the world to enter, and Bentley, LV, Hermes, etc. are all opening up. However, some high-end products are not only endowing with high price but surpassing many ordinary consumers, but also often appear "affordable, can not afford to wait" special phenomenon. 
Professor Xiao Sheng, a marketing expert at Liaoning University, believes that the phenomenon of "three years and a package" is actually a hunger marketing method. This is a more common marketing mode in the luxury industry. Besides the fact that some products are indeed small in number and long in production cycle, the main purpose of manufacturers to use this marketing method is to highlight the scarcity of resources and raise consumers' appetite so as to raise their social value. But if the business is abused, once the tactics are seen, or the lack of sufficient brand loyalty supports, consumers may abandon the purchase and turn to other similar products. 
 Lu Hua, a researcher at the Liaoning Academy of Social Sciences, thinks that some consumers pursue luxury goods, but they do not study the quality of luxury goods. They only recognize the high price and scarcity. This indicates that the improvement of consumption ability has not led to the improvement of consumer culture. From a certain point of view, excessive pursuit of the specific luxury brand is not enough, especially to prevent the consumption psychology of showing off wealth.