Hunger marketing is a word that we often hear in our daily life. Whenever we can't buy some products, people always use this word to talk about things. Enterprises or businesses that feel out of stock deliberately engage in hunger marketing, and enterprises deliberately depress shipments to create the illusion of out of stock.

In fact, everyone who has done business knows that where there is such a "bold act" of deliberately reducing shipments, the core problem of shortage is basically lack of confidence in the market or misjudgment, underestimating sales ability. Or because of financial strength, supplier capacity and other issues, we have to reduce the order quantity, resulting in the final products on the market can not meet the market demand, resulting in a shortage.

Because everyone who has done wholesale knows that the larger the single wholesale volume, the lower the unit price. What people are concerned about is the maximization of profits. If I had known that the sales volume was so good, I would have purchased in large quantities to reduce costs and improve profit margins. Who will have the leisure to engage in hunger marketing, so that consumers can't meet it, but competitors are eyeing it, and they will immediately develop the same type of products to seize market demand. Especially in this era when information is becoming more and more open and transparent, and the profit of single product is getting lower and lower, it is a misunderstanding that enterprises are eager to reduce costs and deliberately lower the order quantity to create hunger marketing, at least in most cases.

Today, through the analysis of hunger marketing, this is untenable. The real purpose is not to analyze hunger marketing, but to interpret shortage.

Before fully understanding this matter, we must first learn two concepts, namely "shortage" and "scarcity".

lacking

This is the basic fact of the world. One person wants something good, so does another. Everyone is competing for this product. At this time, we say that this thing is scarce. The concept of shortage is different, which refers to a little knowledge of economics. In the field of economics, shortage is defined as:

After the price of products is artificially depressed, when people can't compete through price, but must compete through other means, the supply of products is in short supply.

Just saying that the concept may be vague, you can understand the difference by giving an example.

For example, Apple's mobile phone has tens of millions of shipments every year, but people still complain about the shortage from time to time. Some people attribute it to Apple's "hunger marketing" at this time.

But let's look at another product: diamonds. We have never heard that diamonds are out of stock. Jewelry stores are full of Lin Liang at any time, just waiting for consumers to buy them. Is the output of diamonds greater than that of Apple phones? Actually, it's not. Diamond is a kind of stone after all. It is people who constantly raise prices through price competition until commodities are no longer in short supply and become scarce. Assuming that the price of diamonds will be artificially suppressed by 10 times tomorrow, people will definitely rush to buy them until there is a shortage.

Having said that, the reason for the shortage has been explained clearly. Shortage is an artificially low price factor, that is, when people think that the cost of buying this commodity is lower than psychological expectations, there will be a shortage. The greater the gap between price and psychological expectation, the more serious the shortage will be.

So far, the so-called "hunger marketing", a mirage, has also been knocked down. However, we still have to go back to the theme to think. The real "hunger marketing" is not that sellers deliberately reduce production to create shortage. Sellers are not so boring, and they can still feel happy watching consumers queue up. In the case that the price can't go up, they can't wait to sell all the goods in the next second and then count the money quickly.

Once a commodity starts to increase in price because of shortage, that is the real "hunger marketing". However, this phenomenon usually only occurs in the process of bulk trading such as futures trading. Some organizations or individuals with extremely strong financial resources purchase a large number of certain commodities, resulting in insufficient market supply. At this time, the market reaction mechanism will appear, that is, commodity prices will rise.

This is my understanding of "hunger marketing".

Thank you to everyone who saw this sentence-