Hazy night, misty street lamps.

Roy and Debra had just come out of the cafeteria, strolling sideways on the sidewalk.

Debra is also wearing the gothic castle maid costume during the daytime performance, with a convex and backward body, embellishments of fancy dress, long brown hair fluttering in the wind, and a white and charming round face showing the good looks of the Yanma.

Passers-by kept looking back, some were still standing next to them and quietly admiring, and even enthusiastic boys and girls came forward to say hello, which made Debra a sight of the city.

And Roy next to him has become the envy of the green leaves.

Debra had a ruddy complexion, a smile on her face, and the dimples at the corners of her mouth appeared from time to time, and she followed Roy closely, peeking at Roy from time to time.

"Roy, you're ...... today. How?"

Roy smiled and admired the beauty, and his eyes finally stayed on Debra's red lips with a faint smell of wine, and he pretended to be mysterious and pretended to be stupid: "I don't know either." ”

"Hey, you're still playing tricks on me, I hate it. ”

"Why? Didn't you doubt me before? Now you believe me?"

"That's because...... You were really embarrassed...... But now, it's different. ”

Roy laughed: "This little achievement makes your heart sprout, are you ready to make a promise?"

"Hey, I'm going to ignore you if you do this again. Debra sneered.

"Alright, alright, Lord Debra, is there anything I can do for you?"

"Hmph, no sincerity at all...... Forget it, I don't have the same knowledge as you. Debra made a staircase and asked, "Don't be mysterious, tell me why so many people are here to watch and buy today?"

"The answer is simple – face. ”

"Face?" Debra stared at Roy suspiciously, as if to debunk his lies.

"Look, you don't believe what I say. ”

"But...... How can people believe this? What does it mean to have face, do you have face when you buy a DVD?"

This answer Roy really didn't say nonsense, the core strategy he used was indeed the philosophy of face in human nature.

Some people may think that people buy a good because it is useful to people, and what people value is the value of the commodity and the value of use.

However, after the first industrial revolution, the supply of goods around the world tended to exceed demand more and more, and most of the goods in life became dispensable for people. There is a wide variety of goods in the mall, and for most of them, you can choose to buy them or choose not to buy them, which has no decisive impact on a person's quality of life.

So how do businesses market products that people don't need?

One of the important reasons is to give consumers face.

Let's take the example of the iPhone (Appendix 1). In all fairness, the performance of Apple's mobile phone is far less good than today's high-end Android phones, although many people say that its experience is good, in fact, there is no conclusive evidence, at most it is a personal preference cultivated by merchants.

However, the Apple phone is 50% more expensive than the Android phone of the same grade, or even double, and his accessories are several times more expensive. Some people who are not financially wealthy have everything they have to get an Apple phone, in fact, because they have face because they have it.

Apple's specific approach is to only release one or two phones, so that anyone can have the same phone in an instant as the elite. Conversely, if Apple designs five phones at different price points to account for the affordability of different income groups, it will make it difficult for those who want to improve their self-confidence through Apple's phones. If you buy the highest grade, you will either not be able to afford it or will be distressed, and if you buy the lowest grade, you will not have face.

The worst-selling phone in Apple's history is the iPhone 5C. This relatively inexpensive mobile phone was originally intended to be affordable for low-income people, but people felt that it made me lose face, so I was reluctant to buy it.

In China, people even jokingly say that C stands for Cheap, even though Apple uses C to mean Colorful.

……

It's not that Roy doesn't want to explain to Debra, but with her IQ, it's hard to understand, so Roy has to ask rhetorically: "If that's not the reason, then why do you say, why are so many students willing to pre-order DVDs?"

Debra's little head spun around, and sure enough, she couldn't figure it out at all, she doubted herself: "Is it really because of face?"

"Think about it, what is the impression that the layout of our booth leaves on consumers?"

"Impression?" Debra thought of the daytime-like performance like a mime, the performance was about the life of the upper class, and the DVD in the booth was carefully decorated, feeling high-end and luxurious, which made people envy and excited, she said: "Gorgeous, extravagant, stylish?"

"Yes, don't these words mean face? The value we convey is that as long as people buy, then they enjoy the life of the top rich class. ”

Debra suddenly realized and was empowered, thinking that she had comprehended the essence of it, cheered excitedly, and couldn't help but hug Roy and kiss her.

Roy subconsciously blocked her chest attack with his hands, and as if holding the steering wheel, he twisted her two balls in the direction of the front.

Roy's face was red and hot, and his heart was beating faster.

I'm a little shy, I'm still on the street, can I go back to the palace and have fun?

"You're true. Debra snorted and glanced at him.

"Ahem...... I can't do this in the company, so I'll forgive you this time. Roy looked a little unnaturally to the left and right.

"Roy, I have a very, very big question that you must answer me. Debra wondered, "Why do so many people want to buy DVDs, but you only sell 20 DVDs a day, and you have to book them in advance?

"This ...... It's because we're not here to sell DVDs. ”

"Aren't you selling DVDs?" Debra was stunned again, and today the number of times she was stunned was already a record for her life.

"Do you like being marketed yourself?"

"Uh...... Didn't like ...... very much"

"If a stranger sells you a DVD player, do you have the patience to listen?"

"It's okay......"

"Haha, I haven't officially sold you the goods, you hesitate like this, if you are officially promoted, wouldn't the resistance be more serious?"

"Oh~ That's it. ”

"Remember Debra, all the people in the world, like to buy things, not to be sold. Therefore, that kind of marketing will not succeed. Sometimes, if a business is too hard, don't do it, because the probability of being able to do it is too low, and if you have the time and energy, it is better to find other customers. ”

Debra became a fighter in confusion: "Then if we don't sell, how can customers buy it...... It seems that if we didn't sell it, the customer bought our stuff, it's amazing. ”

"Hahaha, you're amazing. ”

Roy looked at Debra's cute and silly appearance, and his right hand couldn't help but climb her bee waist.

In fact, there is a more important and deeper reason why it is sold in limited quantities every day, and Roy does not continue to explain it.

It's good to be happy, so why bother with it.

[PS] Appendix 1: There are many examples of failures like the iPhone5C, such as Mercedes-Benz in order to allow the middle class to drive a Mercedes-Benz car, produced a C series, which sold far less than the more expensive E series in the United States, because driving the Mercedes-Benz C series gives people a feeling that they want to drive a good car and can't afford it, which is very shameless. So those who can afford the C-Series simply buy a Lexus or Acura mid-range car.