Reborn Industrial Tycoon

Chapter 475 Hunger Marketing

In the second half of the night, it's the dead of night.

Chen Guangzu leaned against the wall and waited quietly.

On the other end of the wall is a shoe factory. This is no ordinary shoe factory, but a Nike OEM factory.

As early as the late 1980s, there was the first Nike OEM factory in China. However, this OEM factory 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, which could provide a large amount of raw materials, the shoemaking industry on the other side also boomed. Sports shoes for international brands such as Nike and Adidas were all OEMed there.

After entering the 1990s, Taiwanese businessmen invested heavily in the southeastern coast. Many shoemaking factories settled in this area. OEM orders for international sports brands also began to move to the southeastern coast of the mainland.

Taiwanese businessmen continued to set up shoe factories, which also led to the gradual rise of local shoe-making enterprises, which eventually became a pillar industry in the local area.

However, there are not many companies that can actually acquire big international brands like Nike, Adidas, and Puma.

Taking Putian as an example, there are 3,000 shoe factories of various sizes, but less than 10 actually receive orders from the three major brands: Nike, Adidas and Puma.

So how can the other 2,990 companies survive? The answer is to become copycats.

In the 1990s, due to technical and process reasons, what copycat manufacturers did now was not high-end imitations, but low-end copycats.

Today's high-imitation shoes are almost indistinguishable from genuine ones. Many high-imitation shoes are simply produced by the original factory.

However, in the 1990s, the gap between fake goods and genuine products was still relatively large in terms of materials, workmanship, color, etc. Even ordinary buyers could tell the difference between genuine goods and fake goods at a glance.

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

In order to produce counterfeit goods as quickly as possible, the counterfeit companies have placed "undercover agents" in the OEMs of the three major brands. Once the OEMs want new sports shoes, the undercover agents will steal the shoe samples as soon as possible and give them to the counterfeit manufacturers.

.

So whenever a new style of sports shoes comes out, the knockoff factory will send people to squat outside the wall, and at night when no one is around, undercover agents will send shoe samples over.

The next day, counterfeit sneakers will appear on the market, shipping faster than the original factory.

Chen Guangzu was sent by Donghai Shoe Factory to get samples. He arrived outside the factory wall at around ten o'clock and waited until after three o'clock when he finally heard the sound of slight footsteps.

"Meow!" A cat's meow, obviously imitated by humans, came from inside the wall.

This cat meowing was the secret code agreed between Chen Guangzu and the undercover agent.

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

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

When he arrived at a bright place, Chen Guangzu took out the sample and looked at it carefully.

"Are these the latest sneakers from Nike? Are you kidding me? Aren't these 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 and produce it according to this style and you can't sell it, you will suffer a big loss!" Thinking of this, Chen Guangzu felt that he could not send this sample to the copycat factory. He decided to contact the undercover tomorrow and ask.

What is going on.

Little did Chen Guangzu know that the new sports shoes that Nike would launch this time were retro white shoes co-branded with Feiyue!

…

Sun Tingshan, the owner of the shoe factory, knocked on the door of Wu Youwei's office with two cans of exquisite Wuyishan tea.

"Boss Sun, why are you here?" Wu Youwei greeted with a smile.

"Boss Wu, I'm here to thank you." Sun Tingshan said and handed the tea to Wu Youwei.

Wu Youwei took a look at the tea packaging and said, "This is good tea! Boss Sun, why did you give me such an expensive gift?"

"Thanks to Boss Wu for introducing me to business, I was able to receive big orders." Sun Tingshan replied.

Wu Youwei was stunned for a moment, and then he remembered that he had given an order for 2,000 pairs of shoes to Sun Tingshan.

"Boss Sun, is a mere 2,000 pairs of shoes worth giving me such a big gift?" Wu Youwei said with a smile.

"It's not 2,000 pairs, it's 30,000 pairs! The customer has placed an additional order! And the customer also said that there will be more in the future." Sun Tingshan said with a smile.

When Wu Youwei heard the number "30,000 pairs", he raised his eyebrows and felt a little sour in his heart.

This order originally belonged to Wu Youwei, but Wu Youwei was dissatisfied with the small order, so he gave it to Sun Tingshan. Unexpectedly, the follow-up order promised by the customer actually came, and 2,000 turned into 30,000, an increase of fifteen times.

Wu Youwei may not like the order of 2,000 pairs of shoes, but Wu Youwei would never dare to ignore the order of 30,000 pairs of shoes. This is already a big piece of meat.

However, the next second, Wu Youwei suddenly thought that the order he had given before Fei Yue seemed to be an order for white shoes.

"Those kind of old-fashioned white shoes can't be sold in China, so why can they be sold abroad? They also placed an additional order of 30,000 pairs. Could Sun Tingshan be kidding me?"

So Wu Youwei asked: "Boss Sun, are the customer's orders for 30,000 pairs of shoes still the same kind of white shoes?"

Sun Tingshan nodded: "Yes, just like the two thousand pairs of shoes before, they are all the old white shoes. Thanks to the customer's request for white shoes, our technology can still handle it. If the customer wants basketball

As for shoes, given our technical level, the failure rate must be very high."

Wu Youwei felt that Sun Tingshan must not have told the truth. Perhaps the so-called order of 30,000 pairs was just Sun Tingshan's boasting.

"Haha..." Wu Youwei smiled sourly, and then said: "Boss Sun, those kind of white shoes are already lagging behind in China. How can they be sold abroad? Be careful of encountering scammers.

ah!"

"It shouldn't be the case. The customer said he wanted the goods urgently and paid the full price directly. It's hard to find customers who are so happy to give money these days. Now our factory is working overtime to produce this batch of orders." Sun Tingshan said.

"Have you paid the full price? Maybe he wants to take a long-term approach to catch big fish!" Wu Youwei said still sourly.

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

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

"Just brag about the order of 30,000 pairs! How could foreigners buy such outdated shoes?" Wu Youwei muttered to himself.

The so-called colleagues are enemies, let alone this business, but Wu Youwei gave it to Sun Tingshan because he didn't want it. If Sun Tingshan made a lot of money from this, wouldn't it mean that Wu Youwei had no vision?

Therefore, 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, there was another knock on the door, and it was none other than Chen Guangzu.

"Mr. Wu, I got the sample of Nike's new shoes." Chen Guangzu said.

"I came back a little late today! Did something happen to me?" Wu Youwei looked at his watch.

"There were some circumstances. The samples sent out this time were different from the usual ones. I thought the people inside sent them by mistake, so I waited until dawn to confirm that the samples were correct before rushing back." Chen Guangzu said.

"Nike is the world's top sports brand after all. It is normal for their new sports shoes to come up with some revolutionary innovations. We are afraid that we will not be able to imitate any new technologies used in their new sports shoes." Wu Youwei

He spoke.

"We can definitely make this shoe without using any new technology." Chen Guangzu said, taking out the sample and handing it to Wu Youwei.

Wu Youwei looked at the retro white shoes and his jaw suddenly dropped.

"These are Nike's new sneakers? How is it possible? There must be a mistake!" Wu Youwei exclaimed.

"Mr. Wu, that's right, look, there's a Nike logo on it!"

Chen Guangzu pointed to the big "check mark" on the shoes, and then said: "At first, I thought the people inside made a mistake. Later, I went to confirm it. This time it was OEMed for Nike.

This is the shoe!

It is said that this kind of white shoes is very popular in the United States, so Nike made a joint model with another brand, which is this kind of white shoes. The brand seems to be called Feiyue..."

"Leap?" Wu Youwei immediately thought of the order for 30,000 pairs of shoes.

"Is the order Sun Tingshan said true? Are there really people buying this old-fashioned thing in the United States? This is impossible!" Wu Youwei found it even more incredible.

However, Wu Youwei changed his mind and thought, Sun Tingshan may lie to people, but Nike will definitely not lie to people. If this shoe cannot be sold, Nike will not place an order.

Since Nike has placed an order, it also means that there is a market for this shoe in the United States.

However, Wu Youwei initially disliked this product, which even Nike was selling, and gave it away.

For a moment, Wu Youwei felt as if he had missed 100 million!

…

In Los Angeles, there was once again a long queue outside the Feiyue flagship store.

If there is a group of people queuing up at the entrance of any business, passers-by will look at them, and some assholes will come up to ask.

"Why are you queuing up? Is this store giving out gifts?" the busybody asked a guy standing in line.

"We're here to buy shoes." The guy in line pointed to a promotional poster at the door of the store, and continued: "That's the same type of shoe as Johnny Depp's. It's very popular now."

"Do we have to queue up to buy shoes?" the busybody asked.

"This shoe is on sale in limited quantities. Only fifty pairs are sold every day. Twenty pairs are released at noon and thirty pairs are released in the afternoon. Each person is limited to one pair, so you have to queue up to buy them. I have already missed the twenty 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." The busybody said, looked at the queue, counted them quickly, and then said:

"No, there are already more than thirty people queuing up here, but there are only thirty pairs of shoes. People behind can't buy shoes at all. Why are they still queuing up here?"

"The people behind are here to buy discount coupons! This afternoon, in addition to the 30 pairs of shoes, there are also 50 discount coupons. Each coupon is 5 US dollars, but it can be used for 15 US dollars."

The guy in line went on to introduce: "There is a date range on the coupon. Within that date range, if you use the coupon to buy shoes, you can 100% buy this shoe."

The good guy nodded in realization: "In other words, this coupon can not only enjoy discounts, but can also be used as a reservation coupon!"

Thirty pairs of shoes, plus fifty coupons, can make eighty people queue up.

A team of eighty people can be considered a mighty force anywhere, and it looks very visually impactful.

Considering the population density of the United States, there are probably only 80 people queuing up to buy something during the Black Friday super rush.

When passers-by see so many people queuing up, they instinctively think that the business of this store is very good, or that the retro white shoes are very good, so there are so many people queuing up.

Consumers have a blind obedience mentality. When some people see so many people queuing, they also join the queue one after another.

Therefore, many merchants in later generations would hire people to queue up and deliberately create a situation where sales are very hot.

Especially for some real estate projects in third- and fourth-tier cities, the crowds are empty when they are launched. In fact, they are all agents and hired agents. Then the sales office sells them out as soon as they are launched, creating an atmosphere of hot-selling real estate.

Artificially created hunger marketing.

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

Because of its effectiveness, everything from mobile phones to cars to houses and even milk tea shops and dessert shops began 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 era, products are updated very quickly. For some products, new products appear just after the hunger marketing is completed, instantly taking away the popularity. The party engaging in hunger marketing will lose more than the gain.

In the 1990s, hunger marketing had not yet appeared on a large scale. Even if some businesses occasionally used hunger marketing routines, they were not systematic, so the effect of this trick was still very powerful and could fool a lot of people.

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 imbalance between supply and demand can be artificially created, or it can be a real imbalance between supply and demand.

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

The first step of hunger marketing is to attract consumers' attention. If consumers are not interested in the product at all, there will be no market demand, let alone the so-called "hunger".

Retro white shoes, through the help of Johnny Depp, have aroused the interest of consumers and have taken the first step in implementing hunger marketing.

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

Being interested in a product is one thing, and being willing to spend money to buy it is another. If there is no demand, just paying attention, you still won't be able to sell it.

This is also true for retro white shoes. Because fashionable products face a relatively fixed customer group, that is to say, fashionable products have a fixed market demand.

With market attention and demand, the next step is to create an imbalance in supply and demand, causing consumers to become "hungry".

There is not much inventory of retro white shoes, so there is no need to deliberately manufacture them. The supply and demand itself is imbalanced.

Hungry alone is not enough. Once hungry for a long time, consumers lose patience and will switch to other products.

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

Making an appointment is a great way to build anticipation.

As a merchant, although I cannot sell the product to you right away, as long as you make an appointment, you will be able to buy the product in ten days and a half, and during these ten days and a half, you will still be interested in the product.

There is a sense of expectation about my product.

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

Consumers have already spent money to buy coupons, why not buy this product? Even if they have to wait two to three months, or even half a year, they can still afford it!

This entire set of hunger marketing routines has 100% been encountered by future generations of consumers.

Consumers in the Internet age will be exposed to various tactics of hunger marketing. People in the mid-1990s were even more irresistible to hunger marketing.

Ever since, a wave of hunger marketing came down and it instantly became a well-known local brand in Los Angeles.

Not long after, the joint model between Nike and Feiyue was launched, which greatly increased Feiyue's popularity.

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

…

Standing outside the door of the newly opened branch, Li Weidong looked at Feiyue's two arrow-like signs, with a look of great 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 will enter the second stage of the layout. We should look for opportunities to get in touch with that man!"

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