Original, no handling, violators will be investigated! Before reading this article, I worked hard to click "Follow" in the upper right corner, which is not only convenient for you to discuss and share, but also can bring you a different sense of participation, thank you for your support! ** 007 of the brand world
Author 007 of the brand world
This year's Spring Festival is basically over, and there are more than 300 days left before the next Spring Festival! Back at work, everyone must still be immersed in the memories of the Spring Festival.
Source: Internet.
The "goof" shot of the Spring Festival Gala, Nigmaiti's embarrassing moment, is it still echoing in his mind? Are the elders in the family still nagging about the topic of "urging marriage", which gives you a headache? When you give a red envelope to your child, do you also sigh that your wallet has lost weight again? These bits and pieces of the Spring Festival have now become usPrecious memories
"Hot and Hot", "Flying Life 2", and "Bear Infested: Against the Sky Time and Space" released during the Spring Festival are still in full swing to attack the first box office, and it is currently "Hot and Hot" temporarily ranking first with a box office of 2.7 billion.
Source: Xiabu Xiabu official.
On February 17, Xiabu Group data showed that from the first day to the seventh day of the Lunar New Year, Xiabu Xiabu, Xiabu Xiabu, Xiabu Xiabu, Zhan Yao, Cha Micha and other brands under Xiabu Group received consumers cumulativelyMore than 1.6 million people
This year's Spring Festival, Xiabu Xiabu totalThere were 31 restaurants that broke the previous performance recordIt is mainly distributed in Hebei, Tianjin, Liaoning, Jilin, Shandong, Shanxi and other second- and third-tier cities with dense Spring Festival returnees.
The relevant person in charge of Xiabu Group said that there are many people returning to their hometowns during the Spring Festival this yearFood and beverage consumption highlights the characteristics of "homecoming tide".
It is often said thatChinese New Year is the best time for shopping。This is not only because the Spring Festival is the most important traditional festival in China, but also because it is at this time that people have more time and energy to pay attention to their quality of life.
The emergence of the "homecoming wave" has undoubtedly brought rare business opportunities to businesses in second- and third-tier cities.
Some people joked that after returning to their hometown, their wallets seemed to have been opened a "bottomless pit".
According to official statistics,In 2024, the cross-regional flow of people in the whole society is expected to reach 9 billion, which will hit a record high
Especially some catering businesses forCatering to market demand, but also launched a number of new and unique products and marketing programs.
Xiabu Group was not idle, taking advantage of the praise of "Jia Ling**" and "hot and hot" Wuyang Wuyang to sweep the Internet, and launched a joint Spring Festival limited collaboration**The "Hot and Hot Reunion Dinner" ushered in a big hit
New menus, cross-border co-branding, stored value**, etc, Xiabu Group's series of marketing combinations were launched in turn to seize the Spring Festival market.
This linkage cooperation has allowed Xiabu Xiabu's 31 restaurants in China to break the performance record of previous years. I have to say that Xiabu Xiabu's consumption of "Hot and Hot" is really high!
Source: Xiabu Xiabu official.
Volume King".Wang Laoji's custom-made cans, as well as the smooth implantation of products according to the plot and characters in the hit drama "Flowers" at the beginning of 2024, and the strong attraction of attention with broken frames and pre-posted advertisements in "Black Soil Without Words".
Haidilao shopFull of festive and lovely decorations for the Year of the DragonOn the menu, new products such as the lion-shaped "Steamed Qi Douyan" flower bun, the refreshing taste of "You Dragon and My Dragon" mousse, and the caviar lucky bag printed with "Fu, Wang, Shun and Fa" have been added to the menu.
To say that this linkage with "Hot and Hot" is really a big deal by Xiabu Xiabu, which immediately attracted people's attention.
But before that, Xiabu Xiabu tried"Hot pot + tea" high-end route, it is simply a "slap in the face" to themselves and "catch their peers off guard".
Xiabu Xiabu once relied on "One person eats a small hot potThe high cost performance has been popular all over the country, and since then it has been labeled as "affordable" and "affordable".
It has to be mentioned that in 2017, Xiabu Xiabu's per capita consumption soared, and this year they also announced a high-profile brand overhaul plan. He Guangqi, chairman of Xiabu Xiabu, saidXiabu Xiabu will become the "Starbucks of the hot pot world".
In the face of the soaring rise in sesame sauce seasonings and the shrinkage of the content of the platter, "the change in the form of milk tea hot pot" made netizens shout "My happiness is a little less".
Source: Little Red Book.
Such a Xiabu Xiabu,Single-mindedly pursuing high-end positioning, only focusing on the first, but ignoring the improvement of quality
As a result, netizens didn't buy it, after all, we can accept you to take the high-end route, but we can't accept your pseudo-high-end strategy.
Soon, amid the doubts and sighs of netizens, Xiabu Xiabu slowly faded out of the public eye.
So,Xiabu Xiabu learned from the pain, decisively gave up the high-end fantasy, and returned to the position of parity。It's a pity that the time wasted in those years gave competitors a chance to overtake in corners.
Coupled with the heavy blow of the epidemic in recent years, Xiabu Xiabu has since fallen into a loss-making predicament.
Source: Little Red Book.
Ever"Premiumization"After a failed attempt, the brand was in a bind.
This time, with the help of Jia Ling's charm, Xiabu Xiabu was revitalized again and became the focus of people's attention again.
This time, they used "hot and piping" to talk to young peopleCreate products with fashion elements, successfully attracting the attention of young people.
However, although there are many brands under Xiabu Xiabu Group, there are not many that can really support a piece of the sky.
It's like that saying"One super and many strong", Xiabu Xiabu and Miao Miao are undoubtedly the "one super", but other brands are still in the process of trying to become "how strong".
In order to build a complete brand system, Xiabu Xiabu also needs to continue to explore and cultivate potential brands, so that they can stand out in their respective markets.
In the final analysis, it's because of Xiabu XiabuThe overall brand positioning is not accurate enough, and it is "going farther and farther" in the transformation route
At the same timeDidn't keep up with the times, Xiabu has missed all the outlets over the years, such as mini programs, WeChat ecosystems, takeaways, live broadcasts, etcBrands refuse to accept new things
When the "takeaway merchant live streaming" experience drives sales,Gu Ming sold more than 180,000 cups of new products
Source: Internet.
Dabin's family skewer hot pot, which has been established for 8 years and has stores all over the world, also took the first step in live broadcast during the Douyin Life Service Xinding May Day period.
At this time, Xiabu Xiabu is still thereTry to use the paid membership system to enhance the stickiness of member users and bring new performance growth
But compared with KFC's "God Card" and McDonald's "McGinn Member", the gap is reflected at once.
As netizens said, ".At the same price, isn't it fragrant for me to eat Haidilao?
Source: Internet.
In the past, the gold-lettered signboard of "good quality and low price" seems to be less shiny now.
* The high-end route has not yet been able to make people willingly pay for it. Not only that, the brand concept and appearance design seem to be behind the times, and there is a feeling of old dragon clock.
From the very beginning of its existenceShouting to be the "KFC of the hot pot industry", to the failure of trying to transform into the "Starbucks of the hot pot industry", to the launch of the paid membership system, Xiabu Xiabu is always trying to become other brands, but does not think about how to become a better version of itself
At the beginning of 2024, Xiabu Xiabu can be regarded as a good start for itself. It's okay to take the high-end route, but being close to the people is actually what ordinary people want to see the most.
After all, after eating all the five-star restaurants, I still think that the "small stir-fry" at home is the most delicious.
Ladies and gentlemen, what do you think? Everyone is welcome to discuss and exchange in the message area