The second misunderstanding: The more economic recession, the more we must provide inexpensive products.
The economic downturn, consumers lack purchasing power, of course, is to provide inexpensive products to win the market ah. See the headline, it is estimated that most people will issue the voice of doubt. However, no hurry to refute, Suzuki Minwen has evidence.
In 2001, Japan’s economic environment had a period of deflation. At the time, companies were caught in a vicious circle of substantial price cuts. McDonald's launched a half-price promotion for the weekday. A hamburger sold for only 65 yen; Yoshinoya beef rice bowls also dropped to 280 yen from 400 yen per bowl. Other chain convenience stores including 7-11 also followed by a 100 yen rice ball challenge.
However, something delicious can make people feel tired of the day. With the passage of time, customers are reluctant to choose the same rice ball again no matter how cheap the price becomes. So 7-11's product development leader proposed to introduce a cheaper rice ball than 100 yen. Just like most people's thinking, he speculated from the behind-the-hot phenomenon of 100 yen on rice balls that “in the depressed economy, consumers prefer cheaper productsâ€.
This time, the proposal was rejected by Suzuki Minwen. Suzuki Minwen believes that no matter how sluggish the economy is, the motive for consumers to buy products will not only stay at a low price. Compared with the price, the product's new value, taste better experience can promote consumers' willingness to buy. To this end, Suzuki Minwen has introduced two special rice balls. This type of rice ball uses more high-end ingredients than regular rice balls and is priced at 160 yen and 170 yen respectively.
Surprisingly, despite the deflationary market environment, special rice balls have been popularly promoted since the advent of the rice balls, and the sales of the rice ball have double-digit growth in the same period last year.
Suzuki Minwen summed up his judgment: If you consider from the perspective of consumers, you can understand that in the era of product surplus and consumption saturation, whether the product has new value is the key to determining purchasing behavior compared to the price level.
This article is transferred from: Teasing electricity supplier
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