There are two things that need to be done online:
(1) online celebrity store: communication should be topical.
Whether it is the long queue for drinking tea, the popularity of Lujiao Lane abroad and the mud in the bubble tea, or the "no more than four people" and "sauerkraut is better than fish" of Taier pickled fish, the brand is creating a topic that can be discussed and spread.
There are many ways to create topicality. For example, celebrity endorsements are also topical, such as "Nice to meet you" endorsed by Han Han (now closed) and "Thanks for Ma Dong's investment in tea" endorsed by Chipa.
I share two methods of operation here:
The first is to create events that break cognition, such as Taier's "four or more people don't receive" (although I know Taier does this for the benefit and the transaction rate, which is an event that breaks cognition for consumers);
The second is the ultimate experience. For example, Haidilao often spread abnormal services such as wiping your hands with paper, squatting down and painting your nails for free in the early days.
The stronger the topic, the more conducive to arouse consumers' desire to experience the store. Among them, "long queue" is the strongest topic, such as the hot Gelao hot pot in Shanghai, which attracts a large number of people to experience it. Because as I said before, this is to meet our conformity needs. So it is no wonder that some online celebrity stores are willing to pay people to queue up from the beginning.
(2) Online celebrity stores: There should be enough brand-related information on the Internet.
For the current catering, if you want to build an online celebrity restaurant, you should not only be topical, but also be able to search for you on common social platforms. For example, social platforms such as Little Red Book and Tik Tok. If you can't even find public comments, users will hardly know you, and the possibility of going to the store will be greatly reduced.
Specifically, whether to adopt multi-platform communication or single-platform penetration communication strategy depends on the attributes of each platform and the resource strength of the brand.