How are Haidilao’s advertisements done?

I saw an article two days ago about chatting with a friend. The friend asked you if you knew the slogan of Haidilao? I didn't think of it all of a sudden and felt a little embarrassed. Afterwards, after careful searching, I discovered that Haidilao’s advertising slogan is: “Hot pot from Sichuan… A good hot pot can speak for itself.” I’m confused, is this Haidilao’s slogan?

Why are people so unfamiliar with Haidilao’s advertising slogan? Is it because there are too few Haidilao advertisements? Compared with some of the advertisements we are familiar with (such as giving melatonin as a gift, drinking Red Bull when you are tired and sleepy, chewing two pills after a meal, etc.), Haidilao's advertisements are so inconspicuous that they are not remembered at all! In fact, if you think carefully about those commercials that have been remembered, they basically all have the same feature - they are all played repeatedly through TV or video, so that people can remember them. According to this logic, Haidilao does have very few advertisements.

Then why doesn’t Haidilao advertise more like KFC and McDonald’s? Someone has summarized the following reasons: 1. The number of Haidilao stores is small, and large-scale advertising cannot achieve the purpose of precise marketing, so more geographical locations are used for promotion. 2. It is related to consumer preferences, consumption frequency and decision-making importance. Some people also say that because Haidilao's business is already good enough, if we promote it again, there will be even more people queuing up. Why don't you open more branches when there are so many people queuing up? At present, Haidilao is a directly-operated store and has its own overall considerations in store opening speed and quality.

According to the PMO theory, consumers of food products are more likely to listen to themselves and others, and the power of brands will weaken. For Haidilao, it is useless to say that it is delicious. Consumers must say it is good. If you study carefully, you will find that Haidilao does not advertise, but it does “invisible advertising”!

Let’s recall what comes to your mind when you mention Haidilao. Is the service good (snacks, manicures, shoe shines), considerate (glasses cloth, teddy bear), good management (family members not employees, free billing rights, you can’t learn Haidilao’s service), etc.? This is actually the most frequently used marketing strategy of Haidilao - word-of-mouth marketing.

The second is content marketing. Haidilao’s WeChat ID often posts some interesting articles, some of which introduce dishes, such as “Why Haidilao only sells Maoxuewang” and “In the cold and windy winter, We rely on radishes to survive", "Haidilao no longer sells meat, what else is worth eating?"; some introduced the company, such as "Have you ever seen Haidilao at five o'clock in the morning?", "Why is Haidilao fruit so sweet?" "How do we make bean sprouts for 8 yuan a serving?" etc., which will make you feel interesting and also feel that the people in Haidilao are serious and responsible, and the dishes are healthy and reliable. Look, the advertisement was made so easily that you didn't notice it and didn't feel disgusted.

Is it powerful? Awesome or not? In addition to Haidilao, Starbucks and Xiaomi also use word-of-mouth marketing and content marketing. Interested friends can do their own research~!

Answer: He He, a running marketer. More marketing logic, all in the official account: Marketing flights?