The title picture is from IC photo, this article is from the WeChat public account: Zhang Shizhi (ID: zi-liu-di) , the original title was “Simple Talk about Haidilao”
Haidilao, a well-known restaurant company, first raised its prices, then apologized.
The price increase is about 6%. At the same time, some consumers report that the price increase and the amount of food are also suspected of shrinking.
The epidemic has not completely passed. Many production capacity and consumption capacity have not been restored. In addition, the faucets of currencies of all countries in the world have been opened, and the pressure of price increases is almost no suspense.
Not only Haidilao but also Xibei prices have risen, and the chairman of Xibei said in February that Xibei ’s cash flow could not last for more than 3 months.
Haidilao and Xibei are the terminals of the catering industry chain, and the upstream supply of many vegetables and meat also has varying degrees of price increase.
I do n’t have to go to Haidilao, which is the vegetable supermarket shop that I often go to. I can accurately get the price increase information from the boss.
In this case, whether it is Haidilao or Xibei, the appropriate price increase is estimated to be psychologically and emotionally acceptable to consumers.
But to make money, we cannot only consider the psychological and emotional acceptance, but also the acceptance of consumer wallets.
Emotional understanding is one thing, action support is another matter.
As prices rise and fewer people eat, they may not make more money.
The price is stable and there are many people eating, of course, it may not necessarily make less.
It depends on the merchant ’s own predictions and trade-offs.
There is indeed something called “demand elasticity” in economics, and the concept of readers came a few days ago.Educate me and let me strengthen my study.
This thing, in fact, can only be an afterthought. Let the merchants use historical data to make predictions, look at the correspondence between sales volume and prices, and make some price strategy adjustments. This is generally still possible. of.
But you have to say that calculating the elasticity of demand accurately in advance is not logically possible, nor is it the scope of economics, it is more about marketing content.
Speaking of going back to Haidilao, The price hike has actually passed for some time, so why should I apologize again today?
Some analysis believes that it may be the price control of relevant departments that forced Haidilao to apologize for the price reduction.
But I think it is not necessarily because of regulation, which can be viewed from three aspects.
On the one hand, after so many years of development, relatively speaking, the catering industry is an area where regulation is not so severe, the competition has a high elimination rate, and the barriers to entry are not high.
On the other hand, after the price increase of Haidilao, there were no reports of interviews by relevant departments. The last report about Haidilao being interviewed was in 2017, and that time was required to be rectified because of health issues.
Third, the epidemic has not been completely lifted, and production has not been fully restored. Both the government and the private sector have certain psychological expectations for price increases, which is not completely unacceptable.
“You have the freedom to increase prices, I have the freedom not to go”, this view can still be accepted by most people, more than a mask.
Overall, After Haidilao’s price increase, although it has also caused heated discussion, there has been no one-sided opposition on the Internet, and Haidilao’s public opinion environment is not considered negative.
In general, Haidilao’s price increase this time is mainly an act of active public relations.
Because of the epidemic, people ’s confidence to go out for dinner has not been fully restored, and it is not a separate meal for Haidilao or hot pot.
As soon as the price increase information was sent out, everyone expressed their emotions, but at the same time, they were more firm in their reasons for not going.
Originally, the flow of people is limited, and you want to increase profits through price increases. As a result, the price is not in the forefront. The price increase does not significantly increase profit margins. Instead, it affects goodwill and reputation, and it is not worth the loss.
So in this case, it is necessaryTo pull back a game and turn the tide, the apology is the best way.
“The price increase of Haidilao stores is the wrong decision of the company management, which hurts the interests of Haidilao customers”
On the one hand, it seems to be decent and sincere, to find a reasonable explanation for the previous wrong decision, and to tell everyone that we have dropped back to the original standard.
On the other hand, let me tell you that we also have hot pot take-out and pick-up business, and discount, continuous improvement of packaging and other information.
And the letter of apology came out and soon reached the top of the hot search list. Maybe many people who do not know Haidilao also know this time. Increased brand exposure, a very good advertising.
Overall, the PR strategy of Haidilao is successful, at least 80 points.
This article comes from the WeChat public account: Zhang Shizhi (ID: zi-liu-di)