There are always so many people waiting in line for tea and milk tea. Why not expand the store?

Last time my wife insisted on drinking hi tea, I waited with her for a whole hour before buying it. I was so tired that I was angry. I'm confused, too It is obviously a cup of milk tea. If you can't drink, you can change to something else. Why are so many people as stubborn as my wife waiting in line to buy? My wife scolded me. I don't know who got up at 4: 30 in the morning for Xiaomi mix, so I shut up.

I think many people have heard of the word "hunger marketing" from the story of Xiaomi's fame in World War I, which refers to the marketing strategy that commodity providers create an "illusion" in order to adjust the relationship between supply and demand, so as to maintain the product image and maintain the high selling price and high profit rate of commodities. But the essence of hunger marketing is not for profit, because limiting production is also limiting sales, so profits will also be affected. In fact, the real purpose of hunger marketing is for brand added value.

The photos of Xi tea queuing online made this brand an online celebrity in an instant. In just a few months, netizens all over the country know that there is a shop selling milk tea called Xi Tea, and they are all curious about how delicious milk tea is with so many people waiting in line. If they have the chance, they must try it themselves. At the same time, products that love tea are not cheap. The price of a cup of milk tea is basically the same as Starbucks, which is 2 or 3 times more expensive than other milk tea shops on the street.

Why not directly expand stores and reduce queues, so as not to attract more people and increase sales?

People who haven't studied marketing will definitely think so, but hunger marketing, a tactic, controls output by strictly limiting traffic, maintains a high selling price and increases the added value of brands, thus further introducing and expanding sales. You know, although Xicha has not expanded its stores, the number of single stores is increasing year by year. From 20 12, from the initial 1 store to more than 80 stores in China today, the business of each store is bursting, and the queuing phenomenon has become the norm of every tea shop. The success of Xicha today is not unrelated to the brand added value brought by its hunger marketing.

However, there are three prerequisites for using hunger marketing:

① The product is irreplaceable. For example, Xiaomi 1999 yuan smart phone is really irreplaceable in the mobile phone market. Hi-tea is a little inferior in this respect, and there are many milk teas of the same quality.

(2) The consumers' psychology is immature. Hunger marketing is more suitable for the initial stage of brand promotion. Many people are curious to see online queuing photos before joining the queue for tea. Once you drink it once or twice, it is estimated that many customers will lose patience if you still queue up to buy it.

③ The market competition is not fierce. Xicha 20 12 opens up the market. At that time, there were no big brands in the milk tea market. Now if hunger marketing is used again, consumers may choose other substitutes COCO and tribute tea. The implementation of hunger marketing is more difficult, and the timing of product launch and the degree of hunger must be well balanced. How to quietly create momentum through media, community, network and other channels, constantly capture consumers' minds and arouse consumers' appetite. At the same time, be careful not to go too far. Excessive hunger marketing will not only send customers to competitors, but also make consumers feel cheated, which may damage the image of corporate integrity and consume corporate brand loyalty.

Answer: Zhang seems to be in the middle. He likes the marketing king. You are cordially invited to pay attention to WeChat official account marketing flights and explore the wonderful business world together. ?