Scarcity 物以稀為貴
Ken: Did you see the "Limited Edition" cookie boxes that I had made?
Paul: They're awfully fancy — for wedding cookies, right?
Ken: That's right. There's a huge 1)profit 2)margin on wedding cookies — almost triple as much for regular cookies.
Paul: But why "Limited Edition?" I mean, it's not like we're going to run out of flour, butter, and sugar, right? Wouldn't we make more money if we just kept on selling them as long as there is demand? Why shoot ourselves in the foot?
Ken: Actually, according to the Law of 3)Scarcity, we'll make more money if we limit the 4)supply. People only want what they can't have.
Paul: So how many are we offering?
Ken: Five hundred per year, and not one more. NT$1799 a box.
Paul: Will people really pay that for a box of cookies? That's practically highway robbery!
Ken: People know from the price and the packaging that these aren't your 5)run-of-the-mill cookies. They have an air of 6)exclusivity, and we've already got orders through the end of 2009.
Paul: That's fantastic! So why don't we increase the 7)quota to 1,000 a year?
Ken: That would be dangerous. As soon as supply catches up with demand, the cookies might lose their 8)appeal.
Paul: You're pretty 9)tricky, bro…
肯恩：你有沒有看到我做的「限量版」餅乾盒？
保羅：漂亮極了──是給喜餅用的，對吧？
肯恩：沒錯。喜餅的利潤很高──幾乎是一般餅乾的三倍。
保羅：但為什麼要「限量版」？我的意思是，我們的麵粉、奶油和糖又不是快要用完？只要有需求，如果我們繼續賣，不是可以賺更多錢嗎？為什麼要自斷財路呢？
肯恩：因為呢，根據物以稀為貴法則，如果限量供應，我們會賺到更多錢。人們只想要自己不能擁有的東西。
保羅：所以我們要供應幾盒？
肯恩：每年五百盒，一盒也不多。一盒賣一千七百九十九元。
保羅：人們真的會付那麼多錢買一盒餅乾嗎？那簡直跟搶劫一樣！
肯恩：人們會從價錢和包裝知道那些不是你平常生產的餅乾。它們營造出某種獨享的氛圍，而我們的訂單已經滿到二○○九年年底了。
保羅：真厲害！那我們何不把每年的限額提高到一千盒呢？
肯恩：那很危險。一旦供應追上需求，餅乾便可能失去吸引力了。
保羅：老兄，你心機真重啊。 |
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