Successful cases of hunger marketing

Hunger marketing-by creating the illusion that demand exceeds supply, it attracts more consumers' attention and participation, so as to achieve the purpose of making profits from sales. The following are the successful cases of hunger marketing that I have compiled for you. Welcome to read!

Hunger marketing success story 1:

Hunger marketing is to throw one baggage after another in the product development stage, and each baggage will win the attention of users. When the user's appetite is gone, the product is released. At this time, the marketing effect of the product can reach the best. For example, Apple kept all the details of the iPhone secret for 30 months, which is also a record. Strict secrecy is to control the intensity of hunger.

Hunger marketing is also a kind of word-of-mouth marketing, which uses everyone's attention to information to cause word-of-mouth communication.

On the iPhone, Apple has pushed its long-standing "hunger marketing" and "virus marketing" to a new height.

Needless to say, in the market where the iPhone has been listed, and in China, a market where Apple has never made any advertising and public relations offensive, and has not officially entered, the number of iPhone releases obtained through personal carrying and smuggling channels has reached an astonishing 400,000 in a few months.

Of every 10 Apple iPhone sold, more than 1 0 are used in China Mobile's network. Recently, In-Stat, an American research company, quoted data from China Mobile, showing that by the end of last year, there were at most 400,000 unlocked iPhone running in China's mobile network, accounting for nearly 40% of the global unlocked versions.

The hungry generation

Apple kept all the details of the iPhone secret for 30 months, which is also a record. Strict secrecy is to control the intensity of hunger. Apple makes consumers and the media extremely eager for its information-from speculation and conjecture about the industrial design of the iPhone to the implementation of its business model.

For a year or two, the outside world only knew that Apple was preparing a mobile phone product, but Apple kept its mouth shut, and any information related to the iPhone was deliberately hidden.

Until the moment when Apple officially released it, almost all the information of this mobile phone was brand new and never leaked. In fact, during the development of iPhone, we cooperated with operator Cingular, Internet service providers Yahoo and Google, and kept the products confidential during the cooperation, which further illustrated the perfection of Apple's measures.

As a seller, Cingular only saw the real body of the iPhone prototype a few weeks ago, and even many Apple executives saw the iPhone for the first time at the press conference.

In the end, Apple decided to hold a press conference more than five months before the official release, which was also carefully arranged. Because it can no longer be kept secret-Apple needs to submit the product information to the Federal Communications Administration (FCC) for approval. Once these materials are made public according to regulations, Apple can no longer control the dissemination of information.

On June 9, 2007, the iPhone made its debut at Apple's McWorld Conference. Its CEO Steve Jobs only briefly introduced the functions and shapes of the iPhone.

Immediately detonated the user's hunger and the power of viral transmission. Within a week after the iPhone went on sale in June 2007, 1 10,000 iPhones had been activated. Apple's original goal was to sell 1 10,000 iPhone by the end of 2007, but it actually took only six days to achieve this goal.

Hunger marketing success story 2:

When it comes to hunger marketing, I have to mention Xiaomi. The promotion has been done quite well, which has greatly maintained everyone's attention and attention to Xiaomi mobile phone. Xiaole thinks there must be many users of Xiaomi mobile phone around you.

But hunger marketing also has risks. If the degree of "hunger" is not well controlled, some customers will "abandon" this product and buy other products of the same type. Such a situation is not worth the loss for a brand.

It can be seen that Xiaomi's control over "hunger marketing" is quite in place. Xiaomi has a deep understanding of his own market information and a psychological analysis of consumers, maximizing his own interests. Xiaole is here, pay tribute to Xiaomi!

Hunger marketing success story 3:

The price of 20 10 goes up more and more. The word "up" has always maintained a high appearance rate, stimulating consumers' hearts, especially the liquor industry, which is about to usher in the peak consumption season, and major liquor companies have once again started a "price war". Kweichow Moutai is particularly prominent in this liquor "price war". However, people are not worried about the high price, but at the same time, Maotai can't even be bought.

Many dealers reported that they could not get the goods after the National Day. At the same time, affected by supply and demand, Maotai also expects price increases, and "hoarding Maotai" has become the knowledge of many dealers. Before the price increase of Maotai, the ex-factory price of ordinary 53-degree Maotai was 499 yuan, the first-class wholesale price was around 970 yuan, the terminal price in Beijing reached 1.5 million yuan, and that in Guangdong reached 1.5 million yuan or more. According to the market survey, the retail price of Maotai Tobacco Hotel in Beijing market is above 1.400 yuan, and the supermarket is above 1.500 yuan, and it is out of stock. The price in South China is higher. But everywhere is facing the same thing: money can't buy goods.

On 20 10, 12 and 15, Kweichow Moutai announced that it would raise its ex-factory price from 20 1 1, with an average increase of about 20%. Later, under the condition of being widely questioned by public opinion, Yuan Renguo, the head of Maotai, put forward the theory of "both price increase and consideration" and claimed that the factory would implement a strict "price limit order", that is, the regulation of "no more than 959 yuan".

Although Maotai's "price limit order" was introduced simultaneously with the price increase, it obviously will not play a substantial role. Because the ex-factory price of 53-degree Tian Fei Maotai is 499 yuan, its first-class wholesale price is as high as that of 970 yuan, and the terminal price in Beijing reaches 1.5 million yuan, while in Guangdong it reaches 1.5 million yuan or more. In this case, how to limit 959 yuan? What are the reasons behind the price increase, and what are the places worth pondering? The release speed of Maotai's production capacity lags behind the growth rate of the consumer market, which leads to the tension between supply and demand in the market, which is the fundamental reason.

Maotai uses the consumer psychology of consumer groups to pursue brands and tastes, and cooperates with "hunger marketing" to raise prices in disguise again and again. Of course, the price increase is related to the positioning of Maotai to build a high-end brand and the relationship between supply and demand, but industry insiders analyze that the price increase cannot be separated from human factors. Especially when Maotai was in short supply, Wuliangye also joined the ranks of "out of stock". Before the price increase of Maotai, the Maotai sales company under the Maotai Group still had a large inventory.

20 10,10 On February 23rd, China Ping An released a research report, saying that Maotai's sales company had sufficient wine storage. According to our calculation, by the end of the third quarter of 20 10, the wine storage of its sales company is equivalent to 2.7 billion market value (ex-factory price does not include tax), which is easy to cash when the market is seriously in short supply. " Wuliangye is not as popular as Maotai, but uses "hunger marketing" to speculate on high prices, and dealers also profit from it. Yuan Renguo, chairman of Maotai Liquor Co., Ltd., once said that if Maotai wants to become a "luxury", after all, foreign XO and Louis XIII can sell for tens of thousands of yuan, which weakens the functional attributes of the products and mainly highlights social attributes and identity functions. This "hunger marketing" is just one of them.

For consumers, the cost and technological process of all authentic liquor are similar, which is nothing more than "half a catty of grain makes a catty of wine". Including all the expenses of raw materials and equipment, the cost of a bottle of liquor is at best less than 100 yuan. For those high-end liquors that sell tens of thousands of yuan at a time, what consumers drink is just a "brand effect". High-end liquor is aimed at a fixed population, and the output is not large. Coupled with huge advertising, the price has been pushed up. It can be said that about 70% of the money consumers pay for a bottle of high-grade liquor is advertising.