Rebirth of the Industrial Tycoon - Vol 2 Chapter 475

Chapter 475 Hunger Marketing

In the middle of the night, it is the quiet time in the middle of the night.

Chen Guangzu leaned against the wall and waited quietly.

At the other end of the wall is a shoe factory. This is not an ordinary shoe factory, but Nike’s foundry.

As early as the late 1980s, there was the first Nike foundry in China, but this foundry was a joint venture, and the owner of the factory was a Taiwanese businessman.

In the 1970s, thanks to the rise of the Formosa Plastics Group, it was able to provide a large amount of raw materials, and the shoe industry on the other side also flourished. Sports shoes of international brands such as Nike and Adidas are all found there.

After entering the 1990s, Taiwanese businessmen have invested heavily in the southeast coast. Many shoe factories have settled in this area. The OEM orders for international sports brands have also begun to shift to the southeast coast of the mainland.

The continuous settlement of footwear factories of Taiwanese businessmen has also led to the gradual rise of local shoe-making companies and eventually become the local pillar industry.

However, there are not many companies that can really get international brands such as Nike, Adidas, and Puma.

Take Putian as an example. There are 3,000 large and small shoe factories, but fewer than 10 have actually received orders from the three major brands of Nike, Adidas and Puma.

So how should the other 2,990 families survive? The answer is to be a copycat.

In the 1990s, due to technology and craftsmanship, the copycat manufacturers did not hold high imitations now, but low-end copycats.

The current high imitation shoes are almost indistinguishable from the genuine ones. Many high imitation shoes are simply made by the original factory.

But in the 1990s, there was still a big gap between fake products and genuine products in terms of materials, workmanship, color, etc. Even ordinary buyers could distinguish genuine and fake products at a glance.

There is a market when there is demand. Although the quality of the products from the cottage is not good, they are sold cheaply, so customers will buy them. There are even many foreign customers who specialize in buying fake products.

In order to be able to produce knockoffs as soon as possible, knockoff companies have placed “undercover” in the foundry of the three major brands. Once the foundry requires new sports shoes, the undercover will steal the shoe samples as soon as possible and send them to the knockoff manufacturers. .

So whenever a new sneaker comes out, the cottage factory will send someone to squat outside the wall, and when there is no one at night, the undercover will send shoe samples.

By the next day, knockoff sneakers will appear on the market, faster than the original factory shipment time.

Chen Guangzu was sent by Donghai Shoe Factory to take samples. He came to the wall of the foundry at about ten o’clock and waited until after three o’clock before finally there was a slight sound of footsteps.

“Meow!” An apparently learned cat cry came from inside the wall.

This cat cry is the secret sign agreed upon by Chen Guangzu and the undercover agent.

Hearing the signal, Chen Guangzu also responded with two meows, which was regarded as matching the signal.

Immediately after that, a shoe flew out from the wall. Chen Guangzu took the shoe, put it in his arms, and quickly disappeared into the darkness.

Wait to a place with light, and when he walked to a place with light, Chen Guangzu took out the sample and looked at it carefully.

“This is the latest Nike sneaker? What a joke! Isn’t this the kind of white shoes that were popular ten years ago?” Chen Guangzu’s first reaction was that the undercover agent sent the wrong sample.

“If you make a mistake, produce it according to this style, and you won’t be able to sell it at that time, you will be at a big loss!” Thinking of this, Chen Guangzu felt that he could not send this sample to the Shanzhai factory, so he decided to contact the undercover agent tomorrow and ask about it. What is going on.

Chen Guangzu did not know that the new sneakers that Nike will launch this time are the retro white shoes co-branded with Feiyue!

…

Shoe factory owner Sun Tingshan, carrying two cans of exquisite Wuyishan tea, knocked on Wu Youwei’s office door.

“Boss Sun, why are you here?” Wu Youwei greeted him with a smile.

“Boss Wu, I am here to thank you specially.” Sun Tingshan said, and handed the tea to Wu Youwei.

Wu Youwei glanced at the tea packaging and said, “This is good tea! Boss Sun, why are you giving me such an expensive gift!”

“Thanks to Mr. Wu for introducing me to the business, I can receive a big order.” Sun Tingshan replied.

Wu Youwei was stunned first, and then he remembered that he had thrown an order for 2000 pairs of shoes to Sun Tingshan.

“Boss Sun, just 2,000 pairs of shoes, is it worth giving me such a gift!” Wu Youwei said with a smile.

“Not 2,000 pairs, but 30,000 pairs! The customer has added another order! And the customer also said that there will be more in the future.” Sun Tingshan said with a smile.

Hearing the number “30,000 pairs”, Wu Youwei raised his eyebrows, and his heart suddenly became a little sour.

This order originally belonged to Wu Youwei, but Wu Youwei disliked the small number of orders and gave it to Sun Tingshan. Unexpectedly, there were follow-up orders promised by the customer. 2000 changed to 30,000, an increase of 15 times.

2000 pairs of shoes order, Wu Youwei may not appreciate, but 30,000 pairs of shoes, Wu Youwei absolutely dare not ignore, this is not a small piece of meat.

However, in the next second, Wu Youwei suddenly thought that what Feiyue had given before seemed to be an order for that kind of white shoes.

“That kind of old-fashioned white shoes can’t be sold in China, so why can they be sold abroad? An additional 30,000 pairs of orders have been added. Isn’t Sun Tingshan kidding me!”

So Wu Youwei asked, “Boss Sun, is the customer’s order for 30,000 pairs of shoes still that kind of white shoes?”

Sun Tingshan nodded: “Yes, just like the two thousand pairs of shoes before, they are all small white shoes of the past. Thanks to the small white shoes that the customer wants, our technology can still handle it. If the customer wants basketball For shoes, depending on our technical level, the failure rate must be very high.”

Wu Youwei felt that Sun Tingshan certainly did not tell the truth. Perhaps the so-called 30,000 pairs of orders were just Sun Tingshan’s boasting.

“Haha…” Wu Youwei smiled sourly, and then said: “Boss Sun, that kind of white shoes are already behind in China. If they are placed abroad, how can they be sold? Be careful when you encounter a liar. !”

“It shouldn’t be the case. The customer said that they wanted the goods in a hurry, so they paid the full amount. To such a happy customer, it’s hard to find these years. Now our factory is working overtime to produce this batch of orders.” Sun Tingshan said.

“Pay the full amount? Maybe someone wants to put a long line to catch a big fish!” Wu Youwei still said sourly.

After the two chatted for a few more words, Sun Tingshan left.

Wu Youwei looked at the two pots of good tea on the table, and curled his lips with disdain.

“Thirty thousand pairs of orders, just blow it! How can foreigners buy such old-fashioned shoes!” Wu Youwei muttered to himself.

The so-called colleagues are enemies, not to mention this business, but Wu Youwei gave it to Sun Tingshan because he didn’t want it. If Sun Tingshan made a lot of money because of this, doesn’t it mean that Wu Youwei has no vision?

So Wu Youwei kept telling himself subconsciously that Sun Tingshan was bluffing, and there was no order for 30,000 pairs of shoes.

At this moment, the knock on the door sounded again, and it was Chen Guangzu who came.

“Mr. Wu, samples of Nike’s new shoes are available,” Chen Guangzu said.

“I came back a bit late today! Did something happen?” Wu Youwei checked his watch.

“There are some situations. The samples sent this time are not the same as usual. I thought that the people inside sent the wrong samples, so I waited till dawn to confirm that the samples were correct, and then rushed back.” Chen Guangzu said.

“Nike is the world’s top sports brand after all. It is normal for their new sports shoes to make some revolutionary innovations. We are afraid that we can’t imitate what new technology is used in the new sports shoes.” Wu Youwei Opened his mouth and said.

“This shoe does not use new technology, we can definitely make it.” Chen Guangzu said, took out the sample, and handed it to Wu Youwei.

Wu Youwei looked at the retro little white shoe, and suddenly dropped his chin.

“These are Nike’s new sneakers? How could it be possible! It must be a mistake!” Wu Youwei exclaimed.

“Mr. Wu, yes, look, there is a Nike logo on it!”

Chen Guangzu pointed to the big “check mark” on the shoe, and then said: “It was the time at the beginning, and I thought it was the person inside who made a mistake. Later, I specifically checked it. This time it was made for Nike. This is the shoe!

It is said that this kind of white shoes is very popular in the United States, so Nike has made a joint model for another brand, which is this kind of white shoes. That brand seems to be called Feiyue…”

“Leap?” Wu Youwei immediately thought of the order of 30,000 pairs of shoes.

“Is the order Sun Tingshan said is true? Just this old thing, in the United States, really people buy it? This is impossible!” Wu Youwei became more and more incredible.

However, Wu Youwei changed his mind to think that Sun Tingshan might lie, but Nike will definitely not lie. If this shoe cannot be sold, Nike will not place an order.

Since Nike has placed orders, it also means that this shoe has a market in the United States.

However, this product that even Nike sells, Wu Youwei was very disgusted at the beginning, and gave it to others.

For an instant, Wu Youwei only felt that he had missed a hundred million!

…

Los Angeles, there is another long queue at the door of Feiyue flagship store.

A group of people queuing at the door of any business will arouse the attention of passers-by, so someone who is good will come forward and ask.

“Why are you queuing? Is this shop giving out gifts?” The good guy asked a little brother who was queuing.

“We are here to buy shoes.” The queuing boy pointed to a poster at the entrance of the store, and then said: “That shoe is the same style as Johnny Depp, which is very popular now.”

“Do I have to line up to buy shoes?” The good guy asked.

“This shoe is sold in limited quantities. Only fifty pairs are sold every day. Twenty pairs will be released at noon and 30 pairs will be released in the afternoon. Each person is limited to one pair, so you have to wait in line to buy. I have already missed the 20 pairs of shoes at noon. Yes, you can’t miss these thirty pairs this afternoon.”

“That’s it! Since it’s a limited sale, it should be a good sneaker.” Said the good guy, looked at the queue, counted it quickly, and then said:

“No, there are already more than 30 people in line here, but there are only 30 pairs of shoes. People behind can’t buy shoes at all. Why do they have to line up here?”

“The people behind are buying discount coupons! In addition to putting 30 pairs of shoes, there are 50 discount coupons this afternoon, one coupon is 5 dollars, but it can be used for 15 dollars.”

The queuing guy then introduced; “There is a date interval on the coupon. If you take the coupon to buy shoes within that date interval, you can buy this shoe 100%.”

The good person nodded suddenly: “That is to say, this coupon is not only a discount, but also can be used as an appointment coupon!”

Thirty pairs of shoes, plus fifty coupons, can make 80 people line up.

A team of eighty people can be regarded as mighty and mighty anywhere, and it looks very visually impactful.

In terms of the population density of the United States, there are 80 people waiting in line to buy things, probably only the super big purchases on Black Friday.

People passing by see so many people queuing, they will instinctively feel that this store’s business is very good, or the retro white shoes are very good, so there are so many people queuing.

Consumers are blindly following. Some people have joined the queue when they see so many people queuing.

Therefore, there will be many merchants in later generations who will hire people to queue up, deliberately creating a situation where sales are very hot.

Especially in some third- and fourth-tier cities, when the market opened, there were tens of thousands of people in the streets. In fact, they were all entrusted by intermediaries and employees. Then the sales office opened the market and sold them out, creating a hot-selling atmosphere. Artificial hunger marketing.

Hunger marketing is indeed very useful when it first appeared, and many businesses have indeed made a lot of money through hunger marketing.

Because of its effectiveness, from mobile phones, to cars, to houses, and even milk tea shops and dessert shops, they have begun to engage in hunger marketing. When more and more businesses began to engage in hunger marketing, this trick gradually became ineffective.

Especially in the Internet age, the speed of product upgrades is very fast. Some products are only halfway through hunger marketing, and new products appear, which instantly robbed the heat, and the party engaged in hunger marketing will lose more than the gains.

In the 1990s, hunger marketing did not appear on a large scale. Even if some merchants occasionally used hunger marketing routines, they were not systematic, so the effect of this trick was still very powerful, and it could flicker a lot. consumer.

The principle of hunger marketing is nothing more than creating an imbalance between supply and demand, so as to achieve the purpose of attracting consumers and selling goods.

This two-stage imbalance of supply and demand can be artificially created, or it can be a real imbalance of supply and demand.

So when Li Weidong learned that the retro white shoes were about to be sold out, he immediately decided to adopt the hunger marketing strategy.

The first step of hunger marketing is to attract consumers’ attention. If consumers have no interest in the product at all, there will be no market demand, let alone the so-called “hunger”.

The retro white shoes have aroused the interest of consumers through Johnny Depp’s **** assist, and have the first step to implement hunger marketing.

The second step of hunger marketing is to establish consumer demand for products.

Being interested in the product is one aspect, and being willing to spend money on it is another aspect. There is no demand, just attention, but it can’t be sold.

This is also available in retro white shoes. Because the trendy products are facing a relatively fixed customer group, which means that trendy products have a fixed market demand.

With market attention and demand, the next step is to create an imbalance between supply and demand, so that consumers will have a “hunger” effect.

Retro white shoes do not have much inventory in the first place, so there is no need to deliberately manufacture them at all. It is an imbalance between supply and demand.

Hunger is not enough. Once the hungry time is long, consumers lose patience and will switch to other products.

Therefore, it is also necessary to establish consumers’ sense of expectation, so that consumers’ hearts are always hung on this product, and they always have the desire to buy.

Appointment is a great way to build a sense of expectation.

As a merchant, although you can’t sell the products to you immediately, as long as you make an appointment, you will be able to buy the products in ten and a half days, and in the ten and a half months, you will still be I have a sense of expectation for my product.

If you add discounts, the sense of expectation will be stronger.

Consumers have already spent money on coupons, can they still buy this product? Even if you have to wait two or three months, or even six months a year, you can still afford it!

This whole set of hunger marketing routines, 100% of the consumers of later generations have encountered it.

Consumers in the Internet age will be greeted by various hunger marketing routines. People in the mid-1990s were even more unable to resist hunger marketing.

So, after a wave of hunger marketing, Feiyue instantly became a well-known local brand in Los Angeles.

It didn’t take long for Nike and Feiyue’s co-branded model to go on sale, which greatly enhanced Feiyue’s popularity.

Li Weidong also took advantage of this shareholder enthusiasm and opened four branches in one go.

…

Standing outside the newly opened branch, Li Weidong looked at the two signs of Feiyue that resembled arrows, showing a strong benefit on his face.

“Now there are five stores in total, and the layout of the first step of the leap is completed. Next, we are going to enter the second stage of the layout. We should find an opportunity to get in touch with that man!”

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(End of this chapter)