The local popular boy group MIRROR concert will start at the end of July. At that time, it was hard to find a ticket. How did the "mirror fans" find a ticket after all the hard work?
The reporter interviewed two senior "mirror fans". They revealed that they had gone through multiple priority orders for internal tickets, but they still failed to return, and finally started with "scalpers", which cost thousands of yuan more than the original price.
There are also people who have participated in two broadband plans to exchange tickets.
Some scholars said that the rush to buy tickets reflects the concept of the scarcity principle. The sponsors launched the sales method of purchasing tickets for the monthly telephone fee plan to provide a justification (reason) to consumers and provide a "reason" for their irrational consumption.
Mirror fans apply for several credit cards and try to get priority order, but they still fail
Mirror fan Sandy said that the ticket purchase process was twists and turns. As early as the end of April, "Mirror Circle" had received news that Citi The Club credit card will launch priority booking. She believes that the announcement time was rushed, and some mirror fans could not successfully apply within the time limit. Credit cards, for example, were rejected due to income approval reasons. Although she successfully applied for a credit card, she still failed to book tickets.
In mid-May, the virtual bank Mox Credit launched priority booking again, and Sandy used this channel to order again. However, on the day of the sale, Mox's app had "crash". The ticket number, security code and other information cannot be successfully purchased.
As for MIRROR's official fan club "MIRO", a lottery subscription activity was launched. The quota was only 2,500. With more monks and less porridge, she and many fans returned again.
Having no choice, Sandy bought tickets from the "scalpers" and spent about 5,000 yuan for the "first show", but has not yet picked up the tickets.
She understands that online purchasing is high risk, so she made a transaction contract with the seller of "scalpers", requiring both parties to sign in duplicate. The contract lists the transaction time, amount, and the first four digits of the ID card to protect both parties.
And Sandy continued to ask for tickets in order to ensure that there must be "a show" before picking up "Scalper Fei", and finally successfully bought the tickets through the public sale of the special venue.
She said that in both performances, she will personally enter the venue to support idols.
The whole family mobilizes to join the fans will line up to chase the stars and the enthusiasm gradually wears away
Another mirror fan, Samantha (pseudonym), said that he started chasing stars a year ago, and would design, make and distribute aids for idols.
She made it clear that the sale of the concert tickets earlier had eroded her enthusiasm. "I really want to get rid of fans." That day, she had been waiting in front of the computer and phone from 10 in the morning until 8 in the evening. After waiting for 10 hours, he sighed, "It's such a good time, I just watched a web page all day, "Retrying, 3, 2, 1."
Her husband even deliberately joined the fan club earlier, paid the membership dues, and drew lots for his wife, but unfortunately it was unsuccessful.
After much hard work, my husband finally bought two tickets on the city ticketing network.
"I understand that I need to keep the tickets for sponsors, but what about being a mirror fan? It has to be 30% of the public sale, and the real-name system is also ordered!" She believes that at least the public sale of tickets needs to be increased from 30% to 50%.
Last year, I spent more than tens of thousands of yuan on a two-year broadband plan in exchange for several tickets
Fans certainly hope to use normal means to buy tickets, but it is difficult to get a ticket, so they finally buy tickets from the "scalpers" at high prices. Samantha pointed out that last year, she had hidden from her family and patronized the concert for the second anniversary of MIRROR's army. Familiar with the "scalper party", buy a ticket for 12,000 Hong Kong dollars, which is about 8 times higher than the original price of $1,380.
She continued, "Last year, I helped two houses upgrade the broadband plan, which was bound for 2 years. My grandmother asked, 'Is there a TV for no reason?'" In the end, Samantha spent about 25,000 yuan in exchange for Four concert tickets for the "Six Sons" of "MOOV LIVE: Music On The Road".
Samantha once obtained tickets for the "Chill Club Concert" from a "scalper" for a friend. After meeting, he learned that the seller's identity was an insurance broker related to the sponsor. The ticket price was 1,000 to 4,000 yuan.
When asked if she would still support idols in the future, she was still hesitant and said, "I don't know... I like to be patient but not willing (nothing to see)", and she had to pay expensive tickets to buy "scalpers". See the brilliance of idols on stage.
Scholars point out that it is a hunger marketing method to provide reasons for irrational consumers
Regarding fans' irrational rush to buy tickets, Professor Dai Xianchi of the Department of Marketing of the Chinese University of Hong Kong Business School said that the rush to buy MIRROR concert tickets reflects the concept of scarcity. The value is even more valuable, and "iron fans" (loyal fans) are also willing to spend tens of thousands of yuan to buy a ticket worth several hundred yuan because of their own identity.
For example, the marketing methods of Apple mobile phones and luxury goods will only sell small quantities of goods, and even advertise the products as "limited editions".
If consumers want to be the first buyers to own, they will spend a lot of money and even queue overnight to buy.
The above is a kind of hunger marketing method, which is intended to create the illusion that the supply is in short supply, in order to stimulate consumers' desire to buy.
As for the concert sponsors, they have launched a monthly subscription plan to purchase the phone, giving away concert tickets "for free".
Professor Dai Xianchi thinks this is a smart sales strategy.
Rational consumers will not rashly spend a huge amount of money to buy a ticket, and this method provides a justification (reason) to consumers, making them think that they are not spending money indiscriminately.
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MIRROR concerts