What is hunger marketing?

Hunger marketing is simply a marketing routine, which keeps you hungry and thirsty for products, but does not feed you.

The most frequently mentioned case of hunger marketing is Xiaomi. Xiaomi mobile phones were basically bought through unofficial channels in the past few years. If you go to the lottery or something, you will generally lose interest completely. However, because the previous market environment caused Xiaomi Migao to have high cost performance and few competitors, Reebs tried this trick again and again.

At that time, Xiaomi didn't set up an offline store at all, and sold on the whole network. It basically didn't advertise and relied entirely on tap water. But this situation didn't last long, and it was broken by the cornering overtaking technology of competitors from other countries.

With the rise of other brands in the mobile phone industry and the development of technology, high cost performance can no longer be Xiaomi's only competitive advantage. In the face of vivo and oppo blooming everywhere under online channels, Xiaomi has gradually given up the routine of hunger marketing and started to supply normally to meet market demand.

As to whether Xiaomi can't supply normally for a long time because of the production capacity in previous years, only Xiaomi can find out the real situation, but the routine of hunger marketing Xiaomi must have certain reference significance. Apple has also been accused of using hunger marketing routines, but Apple's global supply is indeed huge, and it is often in a state of insufficient supply in the first few months of new products, especially new products.

Last year, Nintendo switch's game consoles were sold, but because the government didn't expect such strong demand, it miscalculated the sales volume. Since then, the production capacity has been unable to keep up, and it has been out of stock in Japan for a long time. This situation is generally not hunger marketing, but I really didn't expect my product to be so popular.