近兩個月在各大鬧區、夜市突然出現一台讓許多人排隊購買的販賣機名叫「鶴百貨」主打百元買夢想，讓許多年輕族群趨之若鶩，究竟這台販賣機有什麼樣的魅力讓大家不惜排隊也要購買一個試試手氣，以下為幾個簡單分析：
[vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column][vc_column_text]鶴百貨營運模式與營收預估
分析前先了解鶴百貨主要是以販賣機形式提供百元福袋讓大家選物，一般情況一小時可賣出50-60個，一天預估可賣至少300-500個，依地點熱門度而有所增減，以一台機器一天賣300個估算，一天若有10台販賣機則有30萬，一個月就有近千萬入帳，獲利十分驚人。
爆紅秘訣1 以100元抽中大獎PS4為誘因，成功吸引年輕族群
現在國高中至大學幾乎都對此感到有興趣嘗試，即使許多人尚未有經濟能力，拿出100元還是不會有太大負擔，衝著PS4有許多人躍躍欲試，即使沒抽中PS4也會有其他小禮物。
雖成功吸引年輕族群關注與消費，但也相對引起許多反彈與反諷，主因是抽中的商品大多不值100元，有娃娃、修容組、鐵製吸管等，因此又被戲稱「有夢最美，垃圾相隨」或是「還我夢想」之類。
說明 百元抽中的修容組，淘寶價值約50元
爆紅秘訣2 成功製造期待感，消費者主動拍影片分享引話題
目前IG上hashtag鶴百貨以有超過2,000則，其中許多不乏以影片形式跟大家分享買到什麼樣的小禮物，當然這種遊戲本質就是幾家歡樂幾家愁，但透過影片分享，不但讓沒買過、不知道的人認識到這個商品，同時也引起大家好奇自己朋友抽到些什麼東西，增近朋友間的情誼。
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其實類似像這樣的行銷模式之前也曾有過類似案例：小鮮肉奶茶、玫瑰奶茶、大理石唇彩、玫瑰花造型冰淇淋等，皆是商品特性引發網友好奇心並主動分享，蔚為一時的潮流。
爆紅秘訣3 社群與Youtuber網紅推波助瀾
除了一般民眾自行拍片分享抽中的禮物心得分享外，也有Youtuber自拍影片實測究竟能抽到什麼好禮，其中有不少人一次花一兩千塊抽個20次「掃台」看能抽到什麼大禮。
Youtuber可可酒精實拍分享心得[/vc_column_text][vc_video link=”https://www.youtube.com/watch?v=6Ju1H_ukZbA”][vc_column_text]
影片自5/1上傳至今兩個月已有近30萬人次觀看[/vc_column_text][vc_video link=”https://www.youtube.com/watch?v=ZiZBD-umUhA”][vc_column_text css=”.vc_custom_1499851227074{padding-top: 50px !important;}”]
結論
創新模式不一定會成功，要成為風潮需了解年輕人喜好與社群分享需求，再進一步設計足以讓人願意消費，並能在消費中獲得自我或同儕認同，才能獲得社群這強大的力量推波助瀾。
路邊小小一塊地方擺放販賣機販售福袋，不但是創新的商業模式也能節省人事與店租成本，但成功引起話題還是有賴引發消費者的情感共鳴，在商品中獲得商品自身以外的附加價值，才有可能讓消費者認同此創新模式並主動分享與擴散。
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