Breeding mode of bottom fishing body

"Weibo marketing is one of the best ways to spread word of mouth," Li Zhiqi, chairman of Beijing Qi Zhi Future Marketing Consulting Group, told China Business News. "In the beginning,' Haidilao' may be a true evaluation that consumers have no intention to make. This evaluation has its own personality characteristics. After a certain degree of communication, merchants see opportunities, and professional companies may intervene in communication. "

It is undeniable that the special service of Haidilao really left a deep impression on people and made this hot pot restaurant a household name. Customers who have been to Haidilao will find that customers waiting for meals with numbers in the waiting area can help themselves with free fruits, drinks and snacks; If three or five friends are together, the waiter will also take the initiative to send playing cards, checkers and so on. Or suggest that women get a manicure, mobile phone beauty or shine shoes for free. When ordering, rubber bands, mobile phone bags and aprons have all been delivered to you, and chewing gum will be delivered after dinner. At the door of the toilet, Haidilao employees turn on the tap, squeeze hand sanitizer and wipe their hands for customers.

And there are more "surprise" legends about the quality service of Haidilao. A netizen on Tianya said that once after eating in Haidilao, I couldn't get a taxi to catch the train. The younger brother at the door saw him carrying a suitcase, asked about the situation and turned to leave. As a result, the manager of Haidilao immediately took out his SUV and said, "Get on the bus quickly. Time is running out. " Another "classic case" is that after the waiter poured the wrong soup, he took the initiative to send a tortilla with the words "I'm sorry" to apologize.

But the development of things clearly exceeded people's psychological expectations. At first, Weibo said that the service of sea fishing was intimate and credible, but later many netizens followed suit and created all kinds of exaggerated "sea fishing bodies" with the phrase "human beings (the universe) can no longer stop sea fishing". The entertainment spirit of netizens has been ignited, teasing and teasing can no longer satisfy people's heavy tastes, and all kinds of incredible jokes emerge one after another, and the situation is getting more and more outrageous.

For example, Weibo said, "I forgot to bring money when I was eating in Haidilao. The foreman said: Never mind, make it up next time. Then take out 50 yuan: Take this and take a taxi. Brother, I am deeply moved. I sincerely say that when I have the money to buy a car, I will definitely be a volunteer driver in Haidilao in January. The foreman immediately took out a bank card: take it and buy it now. Another group of waiters shouted: Listen to the accent of this big brother, unlike the locals, it is estimated that there is no Beijing hukou, so you should go to the queue to help the big brother shake the number now.

"Whether Haidilao participated in the creation of' Haidilao Body' circulated in Weibo in the early days, but later things got out of control, even spoofing and satire, to the extent that it did not conform to the real situation, Haidilao's marketing department should clarify it, so that online channels can effectively spread information that is effective for the company. Otherwise, when the products and services received by customers are inconsistent with expectations, the satisfaction will be reduced, thus affecting the reputation of Haidilao. " Chen Xinkang, a professor of marketing at Shanghai University of Finance and Economics, said.