"Selling" air production? Creating a topic?The suspension of sales may be a "shortage commercial law"

What is the shortage commercial law?

Sales forecast is difficult due to the spread of SNS

Q. What kind of commercial law is the shortage commercial law, and why is it perceived as negative? Mr. Oba "The shortage of goods business method is a sales method in which manufacturers intentionally reduce the shipment volume of new products to create a shortage of goods and stimulate consumers' interest and purchasing motivation. Is suspicious of the manufacturer's case when the same manufacturer's products are frequently out of stock, or when the manufacturer announces that they are out of stock but the store has enough stock to buy normally. Q. If new products from the same manufacturer are sold more than expected and production cannot keep up with them, and sales are suspended one after another, people will say, "What about the shortage of goods?" Is this a shortage commercial law? Or is there another reason? Mr. Oba "In some cases, the manufacturer intentionally plays the shortage of goods business method, but in other cases, the sales are suspended due to unexpected sales. When the manufacturer launches a new product, it makes a detailed sales forecast and makes a detailed sales forecast. Take great care in determining your initial shipments. Too little shipments can lead to lost sales opportunities, and too many shipments can result in excessive inventory at retail stores. We predict the appropriate shipment volume after analyzing the sales of similar products in the past and the changes in consumer needs. However, in recent years, SNS has become widespread, and the speed of transmitting information about new products (word-of-mouth and word-of-mouth). The rate at which reputation spreads) has increased. Therefore, sales may exceed the appropriate shipment volume judged from past data and empirical rules, and sales may be suspended. ”Q.“ Production will be sold more than expected. Is it possible to increase the purchasing motivation of the world by announcing "I can't catch up and stop selling"? Mr. Oba "By making such an announcement, some consumers will think,'If you don't buy it now, you may not be able to get this product in the future.' Sales of products in stock will accelerate further. Also, by making such announcements, some consumers will think that this product is popular and has a rare value. By doing so, in the future, With the production system in place, the sales of new products that have resumed shipments will accelerate, and the recognition of the corporate brand will increase. In this way, the announcement of "suspension of sales" has the effect of increasing consumers' purchasing motivation. "Q On the other hand, if sales are suspended, it may not be possible to meet the demands of customers who want to purchase new products, and the reputation of the manufacturer may be damaged. Even though the disadvantages are great, why does the situation of "sales suspension due to unexpected sales" not disappear? Mr. Oba "As mentioned earlier, there are" unintentional "suspension of sales, but in the case of" intentional "suspension of sales," optimizing inventory within the manufacturer "," enhancing brand power for products and companies ", etc. Because you can expect the effect of, there are cases where you decide on the shortage of goods business method while recognizing that there are disadvantages. I don't know if it's expected to sell to a certain degree. If you overproduce from the beginning and the number of sales is significantly lower than the expected number of sales, the manufacturer will have a large amount of inventory. , The development cost of new products cannot be recovered ▽ There are risks such as the cost of maintaining and disposing of inventory. Therefore, the initial shipment volume may be intentionally reduced. By creating a situation where sales have been suspended due to the above, attention to products and companies may increase, which may have a positive effect on future product sales (marketing) strategies. "Q. New products frequently" When I see a manufacturer that is suspended from sales because it sells more than expected and production cannot catch up, some people wonder, "Isn't it intentionally reducing the sales volume?" is it. Mr. Oba "I understand that if sales are suspended repeatedly for the same manufacturer and the same product, it makes me wonder if it is a shortage of goods. However, competition among other companies in the same industry and in a global environment intensifies. As we continue to do so, the risk of losing sales opportunities and causing distrust from consumers is a major threat to manufacturers. Manufacturers will not easily carry out shortage of goods with such risks. Rather than doubting that it is a commercial law, it is not necessary to interpret that the diversification of consumer needs has made it difficult for manufacturers to predict the number of new products sold, which has resulted in sales suspension. Is not it"

Otonanser editorial department