Seabed salvage: Where is the boundary of the viral spread

In the hair Weibo, if you are still using Taobao body, roaring body, where the object of the sentence is out, recently there is a "seabed fishing" (seabed fishing, hot pot http://www.aliyun.com/zixun/aggregation/36708.html "> Chain companies are popular on Weibo, becoming a new case of network marketing.

"Yesterday in the seabed fishing, accidentally with friends complained about Jingdong Rob of the Nara Mei-zhi Big Book How not to arrive, the results of the waiter checkout when asked me Jing Dong member account, this morning three big pictures are sent!" "The microblog called" Uncle Ryan "was turned over 35,000 times.

"Seabed Salvage" the basic template is: One day I fished in a sea pot, dinner I accidentally said a ... (including but not limited to wishes, emotions, complaints, opinions), when I checkout ... (Wishes come true, soothing emotions, such as songqin tortillas, sending greeting cards, writing blessings, gifts, free of bills, etc.). With the "onlookers" from the initial surprise, to doubt, and then to boredom, and even do not want to go to the seabed to spend the mood, marketing experts reminded that the seabed fishing may face a marketing crisis.

"Submarine Salvage" virus-type transmission

Although "Uncle Ryan" has since quickly explained that the content of their own writing, when the "seabed fishing" is written to play, but this explanation is immediately submerged in the micro-Bo Ocean, and more "seabed" is also emerging.

"Weibo marketing is one of the best ways to spread word of mouth," Li Zhiqi, chairman of the Future Marketing Advisory group in Beijing, told the first financial daily. Seabed salvage "may be the beginning of the consumer is not intended for the real evaluation, and this evaluation has its own personality characteristics, to a certain extent, after the spread of businessmen saw the opportunity, there may be a professional company involved in the spread." ”

There is no denying that the sea-fishing service is really impressive, making the hotpot shop a household name. Customers who have been to the bottom of the sea will find waiting area with the number of people waiting to eat the customer can bring free fruit, drink and snacks, if it is 35 friends together, the waiter will also take the initiative to send cards, checkers, etc., or suggest a woman to do a free manicure, mobile phone beauty or shoe shine. When you sit on a fixed meal, rubber bands, mobile phone bags, aprons have been one by one to hand, after the meal will also send gum. In the toilet doorway, the seabed fishing staff for customers to open the faucet, squeeze hand sanitizer, wipe hands.

And the spread of a variety of sea bottom fishing more "surprise" quality service legends. On the horizon a netizen said once in the seabed fished to eat the rice, to catch the train but can not hit the taxi. The little brother at the door saw him with the suitcase, asked the situation and turned away. As a result, the bottom of the sea-fishing shop opened his SUV and said, "Get in the car time is running out." There is also a "classic case" is that the waiter poured the wrong soup after the initiative to put on the "sorry" the words of the corn pie apology.

But the development of things is clearly beyond people's psychological expectations. The beginning of some micro-Bo said that the seabed fishing service is more intimate and reliable, but then many netizens have followed the "Human (universe) has been unable to stop the seabed fishing" "seabed fishing" sentence, creating a variety of exaggerated "seabed fishing body." The entertainment spirit of netizens is ignited, teasing, ridicule can not satisfy people's heavy taste, all kinds of strange jokes emerge endlessly, the situation develops more and more outrageous.

For example, a micro-blog said, "I fished in the seabed, forgot to bring money." The foreman said: Never mind, next time. and pulled out 50 dollars: This you take a taxi. Brother I was moved extremely heartily said, when I have the money to buy the car, certainly to the seabed fishing as January duty driver. The foreman pulled out a bank card immediately: take it and buy it now. Again shouted a group of waiters: listen to the elder brother accent, unlike the locals, estimated no Beijing hukou, you now go to queue up to help eldest brother. ”

"Whether or not seabed fishing is involved in the early spread of services on Weibo's Word-of-mouth ' Undersea fishing, but things evolve to exaggeration, even parody and satire out of control, to the extent that the actual situation does not conform to the level, the marketing Department of seabed fishing should be clarified, so that network channels can effectively disseminate effective information to the company, otherwise, when customers receive products and services inconsistent with expectations, will be less satisfied with the impact of the reputation of the seabed fishing 。 "said Chen Xinkang, a professor at Sufe marketing department.

Exaggerated legends

On the internet, the overwhelming "seabed fishing body" is a netizen's word of mouth, or the company's marketing behavior? Reporters recently called the seabed to pick up the Beijing headquarters, the person said, micro-bo "seabed fishing" is purely personal behavior of netizens, the company did not participate.

Many times to the bottom of the consumer Banlon on the microblog, said, "This marketing let me to the bottom of the impression of the sea, it is very sincere, but this seems to have launched a lot of the Navy (can not confirm), true and false difficult to distinguish, a lot of related micro Bo Let people feel very insincere. ”

The actual experience of the shop has been with the "rumors" there is a gap, the user's sense of loss will erupt, which is very dangerous. An example is, some netizens said that Shanghai seabed fishing opened the "take-away" service, sent something very shocking, not only include a variety of dishes, spices, aprons, and even the induction cooker and a variety of tableware, although these are rented, but still hook a lot of people eager to get. But if consumers in Shanghai really call to order, they will find that the service is not available in Shanghai, which is only being tried in Beijing.

On the other hand, the demand for customers to shop is a variety of, even if the first-line waiter has a single, send fruit, send vegetable and other rights, but customers will have a comparison, if they do not get other customers similar services, will the satisfaction of lower? What is the bottom line of differentiated services?

"Personalized services can certainly be added, but the standard of quality is more important to the service industry." "Chen Xinkang said, full authorization to allow employees more flexibility to respond to customer needs, but need to grasp the right staff, on the other hand, also need to inform and commitment to the seabed, to ensure that the service to achieve a certain standard and level, to avoid excessive customer requirements.

For the promotion of seabed fishing related books and the "deified" seabed fishing service, the management expert who has been engaged in service training in the South, the Secretary-General of Shenzhen Brand Society, Li Chaoxian actually experienced the service of seabed fishing, though the seabed fishing does have many advantages, for example, the staff looks very positive, will keep asking about your needs, But in his eyes, the bottom of the sea fishing is not a good restaurant.

For example, the waiter has more than the desire and service skills, the waiter does not know how to provide services without disturbing the guests. "This is a huge gap compared with the restaurant service in Shenzhen. He analyses that the concept of service has three layers, based on, value-added and affiliated. Good service needs to be achieved in this order, only to hear that the seabed fishing services, but rarely heard the sea bottom fishing dishes delicious word-of-mouth, bypassing the first two layers and excessive pursuit of the third level, let people think of "castles in the Castle".

However, Chen Xinkang that the catering industry is a combination of tangible products and intangible services industries, in the Chinese hotpot industry such dishes can not reflect the taste of a big difference in the case, the sea bottom of the service staff can become a super enthusiasm for its competitive advantage.

"Differentiated services, formed by trust, attract customers, develop their own indigenous employees and become management and are entrusted with the special DNA of the seabed." "Huang, a visiting professor at the Beijing Guanghua School of Management, who has been studying seabed fishing since 2008, says in his book," You can't learn from the bottom of the sea. "

Source: "First Financial daily" Author: qiong