Correct. It's not just about a few extra cheap sales. They want big margins all year round so you never allow customers to know they can get a cheaper price if they hold off purchasing. No one waits for significant iPhone discounts. I could go through many premium brands, they never have crazy discounts or regular small discounts. It's been a couple of years since I have even personally seen any A2 Platinum discount at Woolworths/Coles.
A2M management have explicitly stated they use scarcity as a form of marketing and brand building. Hard for us shareholders to accept they run short of product sometimes, but it has been happening for years and the revenue growth has still been off the charts each year. It's not their first 11/11 sale.
pre-order for single day event, page-59
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