The so-called assassin is stabbing people in the back, which happens without people knowing it. The question is not whether the price is high or low, but whether you know it in advance.

In the final analysis, it is "consumption degradation"

The popularity of the "assassin topic" continues to ferment, and there is another reason that cannot be ignored. That is, in the context of the epidemic, many consumers began to downgrade their consumption and even began to live with low desires.

The Survey Report on Urban Depositors in the First Quarter of 2022 released by the Central Bank shows that residents' willingness to save is increasing, on the contrary, their willingness to consume is decreasing, and "breaking a penny in half" is becoming the norm.

In other words, consumers spend the same amount of money, but they have higher requirements for quality and experience, and their consumption level is downgraded and their consumption behavior is upgraded.

The recent rise in raw materials has made catering people complain, especially in the hot pot industry, where both butter and pepper have risen to "liver pain", making the situation of catering bosses even more difficult.

The same is true for other tracks:

Last month, Xicha launched a new single product, juicy peaches and plums. A bottle full of peaches and plums doesn't matter. What matters is the price 15 yuan. Then, some netizens wrote "Xicha Tik Tok 13.9" in the title of the article on planting grass. ......

The heat of the "assassin topic" is constantly fermenting. After communicating with many catering bosses, Ding Jianjun also summarized some suggestions for reference-

1, clearly marked and informed in advance. But if you don't want to be an assassin, you'd better tell your customers your price in advance, especially those that are easily overlooked. The assassin's behavior is actually a one-shot deal, and smart businesses will not play this kind of suicide game.

2. Enhance product value. Take hot pot as an example. Your home is potato chips, and the customer 10 yuan sells them too expensive. There are also waterfall potato chips, which are sold at 12 yuan. Because of its spread and differentiation, the probability of "assassin" is greatly reduced.

3. Price matching positioning. When positioning mala Tang, don't make the same guest list as the big hot pot, otherwise the psychological gap of consumers will be great. When positioning hot pot in the market, the scene and price should be grounded, and positioning seafood hot pot can take the high-end quality route, which is in line with consumers' psychological expectations.