Author: Zhang Nianchao
Original title: Shoe speculation and blind box speculation, is it entertainment or new logic?
In the era of mass consumption, it is impossible to understand the thinking of scarcity; the general public cannot understand the value of niche products. Recently, both shoe speculation and blind box speculation have become popular among the younger generation, and have become a means of consumption for young people after dinner or at work. Nowadays, if you don’t understand shoe speculation or blind box speculation, you may have a generation gap with the times, although this generation gap will not have much impact on individual lives in the short term.
A pair of sports shoes can be bought from more than 1,000 yuan to more than 7,000 yuan, or even 20,000 to 30,000 yuan, and they are still unavailable. In this regard, most people may say that it is not worth it, or it is unnecessary, or even that it is "poisonous" and harms consumption. If you have time, you can pay attention to this APP. I recently studied this "poison" and found that it is really poisonous. What it changes is not the sales method, but the sales logic. This is what the current anxious market needs to change. Facing the current market, everyone is committed to exploring sales methods or channels. Although it is effective, changes in methods are difficult to change the market, whether it is a big brand or a small brand. You might as well start with changes in sales methods and changes in sales logic. The effect may be very different.
Blind box speculation does not have much technical content. It can be said to be a game or a bet. After all, a game is a dream. Only with dreams can there be hope and market. This is another focus of future consumption and another example of the successful change in sales logic.
As the market has developed to this day, there are many debates, such as multi-brands and multi-categories, full categories and small categories, series brands and brand series, etc. However, no matter what the debate, it does not break away from product thinking and breaks through corporate self-perception. However, Chaoxie explains from another dimension what is a niche product, what is the popularization of niche products, what is a niche model and who is the driver of the niche.
With the abundance of material and spiritual abundance, the value of the brand itself of mass products for consumers will be weakened, the uniqueness, difference, and novelty of the products will be amplified, and the brand experience and the labeling of local IP will become New reasons to buy, it’s a trend. Niche products are different. In addition to the good product itself, product price and brand value preservation are always the basis of consumption. This is also the core difference between mass commodities and niche commodities.
Whether you are speculating on shoes or speculating on blind boxes, the consumer perception and sales logic are worthy of attention. This may not have anything to do with your industry, but after all, it is a breakthrough in the current market environment, and it is also a relatively successful one. Breakout. At the same time, you will also find a phenomenon. Although the circulation business is at the forefront of consumption, it rarely talks about consumption upgrading. It seems that consumption upgrading is very important to upstream brands. Have we entered the self-understanding of the consumption upgrading theory and deviated from the trend and Consuming spiritual value leads to competition within the circle, expansion within the industry, internal friction within the organization, sneak attacks at the price level, etc.
Consumption and economy are no longer the era in which development could be achieved by going to the fields barefoot for food and clothing. There were fewer and fewer opportunities in the past, but new opportunities still exist. The road to the future does not depend on what you do, but on you
