Source: Economic Daily
Author: Ying Ying
In China, there are new standards in "Tide Man": First, see if he has the giant instant noodles in Sam supermarkets, and the other is to see if he has the canvas bags launched by LV and the bookstore.
The common features of these two things are to break the price cognition of ordinary people.Giant Instant Noodles, a large barrel of 168 yuan (RMB, the same below, about 31 S $ 31), which contains 24 small barrels with an original price of about 6 yuan, similar to the common best -selling flavor family outfit.The difference is that most of the ordinary family outfits are simply packaged in plastic bags, and this giant is customized with a large instant bucket that is exactly the same as the original packaging.On the second -hand trading platform, this giant instant noodles have been fired to 1999 yuan.
The canvas bag was originally a bag of a few dollars, and it would sell 580 yuan to add a brand logo.
Now young people are not worried about eating and wearing, and their lives are just needed. The beautiful life they pursue is not limited to daily consumption. There is already the power to pursue some things that are not so needed and can happy.
A generation has a good heart, and a generation has a generation of people.The pursuit of curiosity is to satisfy a little vanity. Regardless of whether the trend of chasing is cheap clothing, food, housing, and special products that exceed daily prices. In essence, young people are grabbing social currencies and grabbing friends in the circle of friends.This will be the norm in the consumer field.
For this situation of "social monetization" of consumption, we should face it up, guide it correctly, and do a good job of promoting consumption.For example, the giant instant instant noodle itself, why it can make so many people buying it is worth studying.
The people who buy instant noodles are mainly for the big bucket outside.6 yuan a bucket of people is unaware, and the world knows the world.This reminds companies that of course, disruptive technological innovation is of course good, but continuous micro -innovation is also effective, and it is easier to learn from it.
Another reason for the popularity of giant instant instant noodles is cost -effective.The "scalpel price" of 1999 yuan is suspected of hype. Whether it can be sold or not required to be intervened, it has to be observed.When we discuss the discussion, we should return to its original price of 168 yuan.Buying instant noodles at this price is definitely expensive, but 24 boxes, equivalent to 7 yuan per box, only 1 yuan more expensive than the original price of a single box.To spend more money, you can satisfy curiosity and get enviable social talks. It is still available for many consumers.
