Do you think hunger marketing can last for a long time?

Hunger marketing, as a means of marketing goods or services, may be more effective in a certain period of time. That is to say, when the market competition is insufficient, the consumer mentality is not mature enough, and the comprehensive competitiveness of the product is insufficient. In the case of strong substitutability, "hunger marketing" may play a better role. The marketing method of hunger marketing is to build momentum before the product is launched, portray the product as very cost-effective, and let people have an expectation; the product is launched Afterwards, they deliberately controlled product sales to create the illusion that customer demand was high and supply exceeded supply. Of course, if the price-performance ratio of the product is indeed good, the effect will be good within a certain period of time.

The most important thing in hunger marketing is whether the brand value is in line with people's needs and whether it is truly cost-effective among similar products. If the price-performance ratio of the product cannot meet consumers' expectations, the results of hunger marketing will only be short-lived. In the past, there was an alcohol brand that also adopted the hunger marketing model to build momentum. Before the product was produced, the marketing team went to large hotels across the country to market it. For example, a group of luxuriously dressed people go to a high-end hotel, order quite expensive dishes, and then specify a certain kind of wine (and this kind of wine is not on the market at all. When the hotel waiter says that this kind of wine is not available, they I asked your manager to come over. Of course, the manager didn’t know about this kind of wine, and then these people said they would not drink it unless it was this kind of wine and left. In this way, those people working in high-end hotels will be in the circle of friends and in the alcohol industry. Ask about or spread the word. Before this wine is on the market, people have an expectation. As soon as the product is launched, people rush to buy it with curiosity. The initial sensational effect is indeed good, but due to the cost-effectiveness of the product itself and people's psychological expectations. After a certain gap, coupled with the internal management problems of the brand, it didn’t take long for the brand to gradually fade out of people’s sight.

As we all know, the most successful ones in hunger marketing are well-known domestic brands. A certain mobile phone brand launched a novel and cost-effective product in the market environment of high smartphone prices at that time, which quickly occupied the market and became popular among consumers. With the emergence of other cost-effective products in the mobile phone field. , people have gradually become more selective. The mobile phone brand has assessed the situation, changed the model of hunger marketing, deepened its internal skills, developed rapidly in new product development, and at the same time stabilized its existing market. The weekly rush-buying trend is still fresh in my memory.

If any product does not assess the situation and blindly engages in hunger marketing, on the one hand, people will feel a sense of psychological fatigue. On the other hand, in this rapidly changing market environment where technology is changing rapidly and competition is fierce, blindly doing hungry marketing will eventually be eliminated by the market. Innovation is the core competitiveness of an enterprise. Only continuous innovation can gain a foothold in the market competition. , Hunger marketing, like many new things, has a certain life cycle. As time and people's needs change, the consequences will be conceivable for companies that do not have response measures.