Relationship between meteorology and marketing

Today, let's talk about the relationship between weather and marketing. Many people are confused, how the weather is related to marketing? Although there is less heat and research on this topic in China, Western developed countries began to use meteorological information for marketing activities as early as the 1980s. In economics, there is a law related to weather: Delphi's law of weather. The ratio of meteorological input to output is 1:98, which means that enterprises can get an economic return of 98 yuan if they invest 1 yuan in meteorological information.

In Germany, some beer companies will set up a special meteorological and climate research office, and will use climate factors as an important parameter to adjust beer production. According to research data, every 1℃ increase in summer temperature will increase domestic beer sales by 2.3 million bottles. So the weather company has developed a beer index for brewers to look at. Japan has also developed an air conditioning index to help businessmen better adjust their air conditioning output. In addition, there are car index, ice cream index, swimwear index, food mildew index and so on.

When businesses know the trend of the weather in advance, they can seek advantages and avoid disadvantages. For example, now in winter, the cold wave is coming, and the sales of down jackets will be significantly increased.

Clever use of meteorological factors, sometimes can play a surprise marketing effect. In the 1980s, the Japanese air conditioning company found that the Gulf area after a study of sand, air conditioning after the problem of stoppage. So Japan launched an air conditioner with a sand filter device, which quickly occupied the Gulf market.

Nowadays, people study meteorology more and more deeply, and meteorology affects all aspects of society.