Traffic is the core of the business model in the Internet age. Throughout the history of Internet commerce in China for more than ten years, in fact, all modes and thinking are essentially traffic competition.
online celebrity restaurants naturally understand the truth. They learned the rest of the internet early: spending money to buy traffic.
In the past six months, queuing has become the standard of many restaurants in online celebrity. Some milk tea, cakes and restaurants that focus on new concepts can't be called online celebrity at all if there are not dozens of customers in front of the door. Naturally, they can't get the attention of capital and public opinion.
It is unreasonable to spend three to five hours to buy a glass of water. Therefore, the media repeatedly broke the news that they hired a leave team, and the online celebrity store repeatedly responded and clarified that the only constant is that "there must be a queue for every new store". Last week, a tea shop famous for its queuing entered Beijing. I stopped by and walked around. There were already more than 211 people at the door.
This is actually an offline game of Internet traffic thinking. One of the characteristics of traffic thinking is to believe in the snowball effect of traffic: when the initial traffic accumulates to a certain stage, it can produce successive exponential growth and eventually form the head effect. If we analyze the Internet products logically, this kind of thinking will bring infinite emphasis on the initial operational capability.
However, the online game of traffic thinking has already entered a strange circle: traffic fraud has plunged such thinking and mode into vicious low-level competition, and ultimately, the whole industry has been damaged. From the history of Internet commerce, when an emerging model began to fall into traffic fraud frequently, it also proved that this model was about to enter the cold winter stage of elimination and shuffling.
Is there any report recently that the catering industry in online celebrity has entered a bubble era by hiring people to queue up? Some professional queuing agents are responsible for contacting restaurants, organizing manpower, and then hiring people to queue at the price of 15 yuan per hour, creating the illusion of high traffic. This is the bane caused by abnormal flow thinking. Moreover, historical experience proves that when the brush flow becomes a large-scale black industry of an industry, the industry is not far from the bursting of the bubble.
a few months ago, when content entrepreneurship was still called the "golden age" by people in the industry, some media surveys found that the cost of falsifying the reading volume of WeChat public account was extremely low and the scope was extremely wide. It only took fifteen yuan to increase the reading volume of WeChat public account by one thousand. Subsequently, WeChat upgraded its technology, which led to the sudden streaking of the tuba that had previously brushed traffic. A large number of the original articles "Million+"were found to have only a few thousand readings.
Nowadays, the "fake queue" mode of online celebrity restaurants proves that under the influence of abnormal "flow thinking", "brush flow" does not distinguish between online and offline. Unfortunately, no matter how the shell changes, the essence of business will not change. A business that needs to burn money to generate traffic will definitely not be a good business. A brand that relies on burning money to buy traffic must also be a castle in the air. Brush traffic and fake queues only take advantage of the cleverness of the Internet, but the bubble will eventually burst. Brushing is like playing with fire. Please remember this point for online celebrity catering people who are addicted to hiring people to queue up.
what is fake is fake, and what is fake will not bring you long-term substantive effects.