From the great success to the disappearance of the spicy shrimp phenomenon, in the middle of winter, the business of hot pot restaurants has also reached the prime time of the year: the diners in Yingmen, the fragrant food, the relatives and friends sitting around the hot table talking about their affection, and the bosses are also taking stock of this year's nugget harvest. However, for the operators of spicy shrimp, such a lively scene no longer belongs to them ... Now it's bleak. What a hot memory-how many lessons a storm has taught? Why did the spicy shrimp, which started last year, come and go in Zhengzhou in a hurry? The "saliva oil" incident is the fuse that directly caused the demise of chilli shrimp. In the interview, both the operator and the diners of spicy shrimp regard this reason as the direct reason for the decline of spicy shrimp. The so-called "saliva oil" means that the hotel staff will recycle the leftovers left by the guests, skim off the oil in the leftovers, and continue to use them after secondary processing and refining. Named after the oil was mixed with the guest's saliva. A 2148 chilli shrimp operator bluntly told reporters that in August this year, a media reporter went undercover at the chilli shrimp store and recorded the inside story of the chilli shrimp operator recycling "saliva oil" with a lens. Since then, the chilli shrimp business has plummeted. "After the saliva oil incident was exposed by the media, I felt sick when I remembered it. Last year, my colleagues and I had nothing to do but eat' spicy shrimp'. We don't know how much saliva oil we ate, and we will never eat it again." Many chilli shrimp lovers hate the behavior of operators to recycle "saliva oil". Spicy shrimp was drowned by saliva oil. A chilli shrimp operator told reporters that Zhengzhou citizens are particularly sensitive to the incident of saliva oil. Since the media exposure, the beloved chilli shrimp was suddenly put into the cold house by consumers. Not only that, the "saliva oil" has also caused a shock wave to Zhengzhou hot pot industry, and the hot pot industry this winter has also cast a shadow of using the "saliva pot bottom". The owner of a hot pot industry on Garden Road said, "Since the saliva oil incident was disclosed, the situation of the whole hot pot industry has been greatly worse than before." What I have seen-the scenery is no longer empty. Recently, the reporter once investigated the operation of spicy shrimp in the streets of Zhengzhou. At 6 o'clock in the afternoon, the reporter went to a spicy shrimp restaurant in the northern section of Tongbai Road. This two-story restaurant with a business area of 511 square meters was deserted. Seven or eight hotel staff sat around a table and played poker, while another waitress fell asleep on the table. A cup of hot tea placed on the table was still emitting hot air. Nevertheless, the operator of this hotel received the reporter seriously. According to them, it's the frozen period of chilli shrimp. Compared with last year, one is in the sky and the other is underground. When it first emerged last year, a dining table had to be turned over three times. The customers here haven't left yet, and seats have been seized there. Now, no one cares about the huge business hall. Walking on the street and observing carefully, you will find that many spicy shrimp shops have been completely transformed. At the intersection of Zhengtong Road and Huainan Street, the glass door of chilli shrimp is locked, with a transfer sign on it. Looking through the glass door, the dining table has been covered with a layer of floating soil. A citizen living here said that the business of this restaurant is not good and it has been closed for many days. The reporter then went to a spicy shrimp shop on Cultural Palace Road. I used to be a diner here, but I was a little nostalgic for it. But the scene of the cold and cheerless door surprised the reporter. The whole store was being renovated, and the door was full of cement sand. The pillars and ceilings of the hall were exposed to cement, and several workers were busy decorating. The reporter asked: What brand does the renovated hotel make? Several workers replied: I don't know, it won't be spicy shrimp anyway. It is understood that last year, the chilli shrimp brand quickly became popular in Zhengzhou catering industry, and one by one, chilli shrimp franchise stores opened all over the streets of Zhengzhou, reaching more than 111 when it flourished. Now, it is said that there are only two chilli shrimp restaurants that are still tenaciously supported, which were once popular in Zhengzhou in 2148, and suddenly withdrew from the stage of the catering industry in the Central Plains. Outlook-Can you come back after the storm? You can see on the street that the chilli shrimp shops that used to be crowded with people have now been replaced by little sheep hot pot franchisees and Huimian Noodles Pavilion, which people in the Central Plains love to eat. Then, will the chilli shrimp make a comeback after the storm? The market competition is ruthless and cyclical, and this problem also haunts people's minds. Click on various chilli shrimp websites to see various consumer messages. There are 42 messages left by consumers on 2148 chilli shrimp website alone. Those who praise it have it, and those who belittle it have it. It is not uncommon to find messages asking about joining. Moreover, when the spicy shrimp in Zhengzhou lost to Maicheng, the spicy shrimp restaurants in Xi 'an and other places were still full of customers. "Eating is a kind of spiritual enjoyment. That pot of hot spicy shrimp, a layer of bright red oil at the bottom of the pot, a layer of fragrant sesame seeds, green coriander and delicious squid, I am salivating again. " A consumer talked about his nostalgia for chilli shrimp on the message board. "If the chilli shrimp can catch fire again, we will choose to join." The lobby manager of a hot pot restaurant on Huayuan Road smiled at success or failure. Spicy shrimp, as a catering brand, still has its own consumer groups. It is facing the process of brand self-help and self-improvement. When interviewed by the 2148 Jingguang Road Head Office, the reporter found that the store put up a banner of "Disposable Pot Bottom, Healthy Nutrition" in a conspicuous position. The staff also encouraged consumers to visit their own kitchen, supervise the pot bottom making process on the spot, and pack the pot bottom away after eating, so as to eliminate the concerns of consumers. The operator of chilli shrimp is touching his wound and starting a healing process. Mr. Lian, the marketing director of 2148 Spicy Shrimp, said: "The saliva oil incident is a collision between traditional consumption concepts and modern health awareness. We are not sensitive to consumers' health awareness, which leads to the current situation. We have to go through a series of integrations to let consumers completely re-understand the spicy shrimp. " Thinking-How to expand the catering brand? Spicy shrimp spread all over the Central Plains overnight. In 2148, 2168 and 2118, spicy shrimp shops with different labels blossomed everywhere in the streets and alleys of Zhengzhou. No one can figure out the story behind these figures. Shrimp scuffles have become a unique landscape of Zhengzhou catering industry. In fact, chilli shrimp is not unique to Zhengzhou, but such a lively scene seems to be unique to Zhengzhou. The reporter opened the website and gently clicked on the word "spicy shrimp", and all the websites could be browsed. There are Inner Mongolia Spicy Shrimp Headquarters, Shandong Heze Spicy Shrimp Headquarters, Luoyang Spicy Shrimp Headquarters, and our Zhengzhou 2148 Spicy Shrimp Headquarters. Why are there so many head stores for chilli shrimp? Who is authentic? Consumers can't help but put a question mark. "Spicy shrimp is a brand that we have worked hard to create". According to Mr. Wang of Zhengzhou 2148 Spicy Shrimp Head Office, there are more than 21 brands of spicy shrimp trademarks approved by the State Administration of Trademarks, including 2118, 2148 and 2168. Mr. Wang said that the 2148 chilli shrimp was their original creation. The chilli shrimp hot pot with ribs and squid was "the earliest and most authentic chilli shrimp". When it flourished, they opened the 2148 chilli shrimp chain stores in Shenzhen, Hebei and other places, and even Chongqing, the hometown of hot pot, left a place for the 2148 chilli shrimp. "Let delicious food be in sweet contact with lips" and "If you love her, take her to eat spicy shrimp". Mr. Wang said that this was their elaborate and creative advertising language, and the extremely human language made the spicy shrimp quickly catch fire, which led some restaurants and hot pot restaurants in Zhengzhou to play the signs of spicy shrimp one after another. Mr. Wang said: "There are only a few spicy shrimp shops that we make ourselves, such as Tongbai Road and Nongye Road. Most of the more than 111 spicy shrimp shops opened on the streets of Zhengzhou follow suit." Of course, the above is just their family's words. However, at this moment when most of the chilli shrimp shops are delisted, we can only hear their words. Mr. Lian, the marketing director of 2148 chilli shrimp, said that the follow-up of the catering industry damaged the signboard of chilli shrimp, which made the taste and quality management characteristics of chilli shrimp change greatly. As a result of following the trend, chilli shrimp rose rapidly and fell rapidly. In fact, the direct cause of the fall of chilli shrimp was the saliva oil incident, and the 2148 "authentic shop" did not deny that they were also using saliva oil at the beginning. It is easy to create a brand, but difficult to manage a brand and make it last. It should be said that chilli shrimp can go from obscurity to fame and then disappear in Zhengzhou in such a short period of time, and there are many experiences and lessons worthy of our consideration. Mr. Wang said: "While we achieved rapid success, we showed an impetuous mentality and did not calmly think about how to face the market and consumers. The rapid rise of 2148 chilli shrimp in a year shows that the marketing planning of chilli shrimp is relatively successful, but at the same time it also exposed the disadvantages of emphasizing marketing and neglecting management of chilli shrimp." A person in charge of the Provincial Catering Industry Association said that there is a problem from crisis public relations to internal quality improvement of chilli shrimp, and any catering brand will encounter setbacks in the process of growth. For example, foreign fast food enterprises such as McDonald's also encountered Sudan Red incident last year, but the enterprises calmly responded to the crisis and persisted in coming. The marketing of chilli shrimp in the regional market was successful, but after all, he was a baby under one year old, and his anti-risk ability was relatively fragile and needed careful care. The gains and losses of the case of chilli shrimp are extremely valuable, which plays a warning role for enterprises that are ready to establish brands and have already established brands.