Since anchor shopping is a win-win situation, why do many restaurants resist anchor shopping now? There are several main reasons:
First, the skills of the anchor industry are varied, and some anchors are not professional enough to achieve the publicity effect. Only a few people in every industry can make money. Some people start early, have outstanding team skills, and have a greater chance of success. His success can drive the development of the whole shop-exploring industry, but most of the general shop-exploring anchors can't make money. So what will they do? Some shop anchors will lower the publicity price and trick restaurant owners into paying for publicity. However, due to their poor professionalism and low fan flow, they can't play any publicity role for the restaurant at all. Instead, they spend money and time. As a result, they didn't bring any benefits to the restaurant, and the boss will definitely regret breaking his thigh afterwards.
Second, some anchors have a bad atmosphere. In the name of exploring the store, it is actually to deceive many anchors and only talk about publicity expenses with the store. This is obvious. If the store pays more, the anchors will definitely praise more. If the store gives less money, then they will magnify the shortcomings of the store, and even use coercive means, relying on their own fan base and popularity, and begin to force the store to ask for free tickets at every turn. Shopkeepers are afraid to speak for their business. After all, now that the Internet is so developed, these anchors are more influential. Their words and comments are likely to shut down a restaurant.
Third, the store itself has a certain regionality, and its influence is not as great as expected. As mentioned earlier, China has a vast territory and rich resources, and 56 ethnic groups have their own food culture and customs. Many locals think it's delicious, but foreigners don't necessarily eat it. For example, for example, the anchor of shopping is from Sichuan. He is visiting a shop in Guangdong. Even if Cantonese food tastes good, its shape is exquisite, and the discount offered by the merchants is great, it will still be bland for Sichuanese.
Even if the taste is excellent, the anchor of the store is highly recognized, but how many people can come to Guangdong to taste it for themselves? Can't fly to Guangdong for dinner? Although the video is played very high, the actual driving effect is not ideal. At most, it is to increase the frequency of local people's eating. However, if the restaurant itself has a good reputation, then the local people have long known more or less, and the publicity has little influence on them. Those who eat often will still eat, and those who don't eat often will still not eat. In this way, it is a bit like the feeling of "wolf coming". The merchant may accept it once, twice or three times, but it is impossible for the merchant to accept it for the fourth time if the actual business does not go up.
Fourth, there are other reasons why the store boycotted the anchor 1. The operation of the restaurant is closely related to its own service, location, environment, taste and characteristics. The service capacity of the hotel is limited, at most, it serves customers in the surrounding streets and communities. Therefore, whether there is an anchor to visit the store has little effect on it.
After the anchor enters the restaurant, the tasting process will comment on the taste and service of the restaurant. More or less, there will be the subjective thoughts of the anchor, which may not be able to objectively show the authenticity of the restaurant to the audience. If the service of the restaurant is not in place, or some dishes are not in line with the taste, it is likely to have a negative impact on the restaurant, but it will not play a publicity role.
3. When the anchors go out to step on the spot, they will basically choose local restaurants with special features. These restaurants themselves don't need publicity, and the dishes in special restaurants definitely have secret recipes or skills. If they are publicized and accidentally reveal their secrets, then in today's fierce competition in the catering industry, stores will be caught in a dilemma.
4. There are few unprofitable anchors, so it is difficult to evaluate a hotel objectively and fairly. The catering industry is inherently difficult to adjust. For the store, it is right to be praised by the anchor, but if it is accused of being bad, it will not be worth the candle.
After receiving the money, the anchor praised the store: the food was delicious, the environment was comfortable and the service was thoughtful. However, when consumers came to the store, they found that this was not the case, but it had the opposite effect. Over time, there will be fewer and fewer customers, and the store is not far from bankruptcy.
Finally, many restaurants do not welcome or resist the anchor's visit, mainly because their business is not bad and they usually operate in an orderly manner. Relying on their own special dishes, excellent service and comfortable dining environment, attracting and locking in the target consumer groups, the visiting anchor will not bring them much traffic.
And even if it brings a large number of consumers, it is likely to affect the normal operation of a store, beyond their service capacity, but counterproductive. Over time, it will also make the original old customers feel disgusted. When everything is calm, they will not only lose more customer resources, but also lose old customers. It can be said that it is not worth the loss.
Moreover, the anchors of the store are mixed, and not everyone can be objective and fair. If you encounter some thorns, giving the hotel a bad review will have a huge negative impact on the hotel. So more and more hotels are boycotting anchors.