Grasp people's psychology of "attaching importance to scarcity" and hoard exotic goods.

Strange goods can live, but rare goods. Living, storing and hoarding. Strange goods can live, that is, storing rare and scarce goods and waiting for high prices to sell them.

"Strange goods can live" illustrates the truth that extremes meet. Sima Qian pointed out in the preface of Huo Zhi Biography: "What is cheap is expensive, and what is expensive is cheap." Cheap things, if the supply is insufficient and reaches a certain limit, will change from cheap to expensive. Precious things will become cheap if the supply exceeds a certain limit. Operators who want to live in imported goods must have the "eye" to distinguish these two boundaries and the courage to enter and exit at the same time.

Classic example

▲ Have a good eye for exotic goods.

Ms. Cheng, a French Chinese, is a famous jewelry collector in Paris. She believes that the collection of jewelry, gold and silver jewelry, to buy a signature, a famous brand, can not only preserve the value, but also appreciate.

In 1950s, when Ms. Cheng first came to France, she happened to see a gold ring in a gold and silver jewelry store and became interested in it. As far as the gold content of this gold ring is concerned, it is not four "9" (99.99%) 24K gold rings, but only a 18K gold ring, which is unremarkable, especially for the rich.

However, this 18K gold ring looks like a snail, with the year of production, serial number and designer's name engraved on the inner wall, which is unattractive to people who know the goods.

Knowing the collection value of this gold ring, Ms. Cheng took out 6000 francs without hesitation and bought this gold ring. The ring is still on her finger, which is a rare commodity. Even now, you can't buy sixty thousand francs. Because, with the development of modern large-scale industrial production and science and technology, most gold and silver jewelry are produced by machines, and each style is the same, countless. Hand-made gold and silver jewelry is becoming less and less, and it is very personal. Many of them are different and expensive. Even abroad, most of them are specially made by rich people. Ms. Cheng's ring is now an antique, and its value can be imagined.

1970, Ms. Cheng visited the Paris market and came across a silver hairpin, which was made on 1900. At that time, there was a trend of advocating oriental culture in France, and the hairpin design style was as popular as chrysanthemum, which was deeply loved by the Japanese and was also very cheap at that time. Ms. Cheng bought all the cards sold in Paris shops in one breath. This move surprised many people at that time. 1973, someone in Paris found the value of this hairpin and bought it everywhere. However, the Paris market is out of stock, and this card issued by Ms. Cheng has become a high-priced treasure.

▲ buyout strategy

There is a company specializing in women's knitwear in Japan, which has made legendary development. This company sells the most in the high-end clothing industry. They are only responsible for planning and designing, and then hand over the clothing samples to the manufacturers for manufacturing, and then nail the company's unique trademark and sell it exclusively by a women's clothing store. This seems to be a company that makes money by creativity.

An expert from sales psychology once visited the chairman of this company: "Why did your company do so well and earn so much money?"

The chairman replied, "I don't know why, but it seems that it has come to this point unintentionally." We don't have a factory, we just plan and design, and others make and distribute. Unexpectedly, when these products were launched, they were immediately welcomed by women and sold out. No matter how much it is produced, it is always in short supply. It's incredible. "

The expert believes that the success of this company lies not in the way of commissioning production and sales, but in a "buyout strategy". They don't sell their goods in major department stores, but only in specialized stores, which makes people think that the products made by the company are scarce and they can't buy their goods until the designated place, so they flock to them. Of course, the quality of design creativity is also an important factor. Together, these two articles are the reason why their products are so popular.