Analysis Of "Hunger Marketing" In Garment Industry

Buying a car requires paying a deposit, buying a house to register first, or even buying a iPhone.

In today's rich society, why is there still a shortage of demand?

This may be caused by "hunger marketing".

Now consumers are facing more choices than ever before. They have almost reached the stage of no activity, no street, no discount, no shopping.

The gross profit margin of merchants is only 5% to 20%, but

The cost is as high as 15% to 25%.

How to induce consumers to withdraw money in the shortest time becomes the key.

In the clothing industry, many businesses choose to use "hunger marketing", and use a slightly word-of-mouth classic series to create "limited price" to attract customers.

However, we should not simply regard hunger marketing as "low volume and low price", and the key to credit brand, quality product and flexible marketing.

First of all, you need to find the "scarcity" contained in the product, which is a prerequisite for starvation marketing.

The origin, design concept, sewing technology and functional value of clothing are all possible.

Secondly, we should highlight the added value of clothing as much as possible, that is, they can satisfy the value beyond the basic needs of consumers.

For example, the purchase of Rolls-Royce is a symbol of identity - you need to apply ahead of schedule, after the manufacturer's approval of your identity, assets and other aspects of the pass, it is possible to buy; if you want to buy black, even if you have hundreds of millions of people, as long as not a senior official of the government, there is no purchase qualification.

Different from the current homogeneous design.

Products are also a way.

For example, Japanese businessmen often use "restricted shell" to promote sales, that is, offering products at a specified time and place.

Second, online and offline publicity must be kept up.

Before selling clothes, make selling points and provide appropriate information to satisfy consumers' appetite.

After the listing, social media will be used to spread the rush buying situation in real time, and to create an atmosphere of insufficient supply to stimulate consumers' desire to buy.

Next, what you need to do is profit guidance and promotion.

For example, price concessions, or extra gifts.

Finally, we made a demand for supply, which made everyone rush to buy.

In reality, the figures released and the actual sales volume may be quite different.

But because the waiting time is longer and the purchase difficulty is bigger, the consumer's expectation for the goods is also improved naturally. If the waiting time or price exceeds the consumer's range, the consumer will find another place.

Even if you are lucky enough to succeed in buying, you will feel a great resentment against the brand because it does not match your expectations.