1 overview of hunger marketing
1. 1 the significance of hunger marketing
Hunger marketing, in marketing, means that commodity providers deliberately reduce production in order to achieve the purpose of regulating the relationship between supply and demand, create the illusion that demand exceeds supply, and maintain the high selling price and profit rate of commodities. The principle of hunger marketing operation is simply to artificially create an imbalance between supply and demand in the market.
1.2 theoretical basis of hunger marketing
1.2. 1 Maslow's hierarchy of needs theory
Maslow's hierarchy of needs theory divides needs into five categories: physiological needs, security needs, love and belonging, respect and self-realization, and can also be divided into two categories: basic needs and growth needs. Hunger marketing originates from basic needs and sublimates into growth needs.
1.2.2 consumer behavior theory
That is, utility theory, utility is an abstract concept, which refers to how consumers distribute income among various goods and services in order to maximize their satisfaction. In a specific time, place and environment, if a product or service meets the specific needs of consumers, the value of this product or service will be infinitely magnified and become the goal pursued by consumers.
1.2.3 consumer motivation
The irrationality of consumers' purchasing motivation is the psychological basis for implementing the "hunger marketing" strategy.
There are seven motivations for consumers to buy hungry: seeking truth, security, sincerity, common ground, novelty, beauty and fame. Using Maslow's hierarchy of needs theory, the motives of seeking truth, security and sincerity are the reflection of low-level needs such as physiology and security, the pursuit of common ground, innovation and beauty are the reflection of social needs, and the motivation of seeking fame is the reflection of respecting needs. There are four main motives for using "Hunger Marketing" and achieving success: seeking common ground, innovation, beauty and reputation.
2 Xiaomi mobile phone hunger marketing
2. 1 Xiaomi mobile phone before hunger
Before August 20 1 1, there was no direct selling smartphone in China. Xiaomi initiated this precedent, which not only caused a craze with online direct selling, but also organized a research and development team to develop an open mobile phone system, that is, users participated in the development of Xiaomi's mobile phone system to create "the most suitable mobile phone for China people". The Xiaomi mobile phone created by this "Internet way" was quickly recognized by everyone. Xiaomi fans ask questions, share resources and experience products in the forum. There is a fiery atmosphere around consumers. Coupled with Lei Jun's hype, Xiaomi constantly introduced various newly developed products, such as Mi Chat and miui system, which made many consumers eager to move.
2.2 When Xiaomi is hungry
With the help of the internet, Xiaomi made an appointment to purchase the machine and snapped it up online. When the fiery rush to buy was still burning, Xiaomi stopped selling, which even inspired consumers to wait for Xiaomi's mobile phone to continue selling. This deliberate product shortage has won a batch of loyal supporters for Xiaomi, and it has also brought many accusations. In the ordinary market of "high match+high price" and "low match+low price", Xiaomi dares to be unique and truly benefits consumers with the model of "high match+low price". Although Xiaomi is "hungry", in a sense, it actually "fills" the appetite of consumers, satisfying their vanity and protecting their interests. As an Internet company, Xiaomi naturally makes full use of the advantages of the Internet. First, Weibo, WeChat and Microfilm bombed in turn. Second, with strong technical support and financial support, Xiaomi was hungry again.
2.3 Xiaomi's mobile phone is hungry.
Since Xiaomi's mobile phone hunger marketing, while accepting flowers and applause, it also bears accusations and pressure. The first is the accusation from consumers, and more is the dissatisfaction with not grabbing Xiaomi's mobile phone, which is very common in hunger marketing. If there is no customer dissatisfaction complaint, it means the failure of hunger marketing. There are also other mobile phone manufacturers complaining that Xiaomi's "high configuration+low price" model reduces the profitability of the mobile phone market. There is also a general news on the Internet that "Xiaomi's mobile phone marketing is excessive". Xiaomi mobile phone is hard to find, and consumers expect it. These critical voices are worth thinking about for Xiaomi, and the application of hunger marketing in domestic mobile phones is also worth thinking about, but it is undeniable that hunger marketing has brought many benefits to Xiaomi mobile phones.
2.4 Will Xiaomi give up hunger marketing?
20 1 1 After Xiaomi started hunger marketing and achieved great success, the outside world has been questioning when Xiaomi's mobile phone hunger marketing will end. Under hunger marketing, there are many problems with Xiaomi's mobile phone.
(1) logged into official website. Due to snapping up, Xiaomi's website system always had problems and could not be purchased, causing consumer dissatisfaction.
(2) Since the emergence of Xiaomi mobile phone wave, Xiaomi mobile phone has been hard to find under hunger marketing, and there are many cottage Xiaomi mobile phones on the market.
(3) Xiaomi started direct selling on the Internet, but the whole model was not perfect and the after-sales service was worrying.
The emergence of these problems will make Xiaomi give up the hunger marketing strategy, so will its hard-earned rice noodles be scattered? We don't know this, and we will wait and see what the future of Xiaomi mobile phone is.
3 Xiaomi mobile phone hunger marketing inspiration
3. 1 How to grasp the "degree" of hunger
The first is to grasp the customer's psychological satisfaction, understand the consumer's psychology, and use the consumer's psychology to sell products. Secondly, the market demand, how many products does the market need? How many products do customers need? Then according to this degree, we can properly grasp the "degree" of hunger. Finally, the degree of information acquisition, make full use of customer information asymmetry to implement hunger marketing.
3.2 Strengthen the innovation of products, technologies and models.
As an Internet company, Xiaomi has to mention that it has changed the direction of the entire mobile phone industry, and it has created an "Internet-based" mobile phone direct sales, which conforms to the requirements of the times. The way to integrate user experience is to get a large number of fans and customers to participate in software research and development, which is closer to people's usage habits and needs. There is also a "high configuration+low price" business model, which is well received by customers.
3.3 Entrepreneurs should have control over hunger marketing.
How does Xiaomi stand out from many domestic mobile phones? We have to admire Lei Jun's control over the market and leadership over the company. In just a few years, Xiaomi has become one of the domestic mobile phone giants. Hunger marketing is certainly helpful, but the overall control of hunger marketing is more stringent. This is enough to see Lei Jun's powerful wrist. However, if an enterprise relies on one leader blindly, it will not last long. An enterprise must have a strong team to support the whole company.
3.4 Be flexible in the face of market changes.
A company's timely, accurate and sensitive access to market information is one of the important conditions for the successful implementation of hunger marketing. Only by paying close attention to customers' needs and mastering competitors' trends can we "know ourselves and know ourselves". The constant change of consumers' purchasing demand and the irregular change of purchasing behavior will lead to the emotional migration of consumers and the change of purchasing impulse. The change of competitors' strategy will have a far-reaching impact on the implementation of the company's strategy and the speed at which competitors catch up with the company's products. If there are many substitute products, hunger marketing will lose its original meaning, and even lead to brand image damage. Therefore, enterprise sales personnel must pay close attention to the changes in the market environment and respond flexibly.
3.5 Publicity and marketing are essential.
As the saying goes, "the smell of wine is not afraid of the depth of the alley" is not practical in modern society. Even if there are good goods, good marketing methods and no good publicity, the product will only be buried, and the brand effect now far exceeds the value of the product itself. What we buy is no longer a product, but a brand. How to create a brand? The means of publicity is absolutely crucial. Now we live in the world of advertising. Because all enterprises understand this truth, overwhelming advertising has become a means of propaganda. The so-called "the smell of wine is also afraid of the depth of the alley."
Hunger marketing is a double-edged sword, and enterprises should use it with caution.