Here's the thing. Recently, in Xi, Shaanxi Province, a customer vomited at Banu Hotpot Restaurant in Seg Shopping Mall and ordered a 18 yuan potato chip. When the whole dish was served, there were only five slices, which caused a heated discussion. Some netizens even called it "hot pot assassin".
On February 23rd, Banu issued an apology. The apology statement said that it was actually a small amount, and the price of Xi 'an Store was 9 yuan. Well, I like to mention another hot search and praise the comment: "What a good hot pot restaurant, you can rob it, but he cut it up for you to eat."
As we all know, there are two ways for enterprises to apologize: First, I was wrong and I apologize for the problems caused by XX (mostly management mistakes); Second, we are seeking the solution of xx, adhering to the initial intention of XX, adhering to the principle of XX, and strictly controlling it to provide better products or services for everyone.
Basically, the first one is the easiest to be scolded, either because it is spit out, or because it is considered insincere and even fools the public. Banu's apology statement was scolded, which proved this point again.
Only the second one, with low attention, is considered as an irrelevant scene. In fact, this expression of determination to "turn over a new leaf" and "repent" is of course suspected of putting on airs, but it is still meaningful to take a closer look.
Let's take a closer look at the "second article" in Banu's apology statement. There are two points worthy of attention: "Insisting on productism" and "Insisting on the initial intention of customer first". What's special about these two points? At first glance, it's really nothing, but as long as you know something about the past propaganda of this enterprise, you will find that this is actually the "selling point" and "specialty" of Barnu.
If you come into contact with these two hot search topics, things will become interesting. Shouting "productism" became a "hot pot assassin", and "sticking to the customer's initial heart" was vomited by the customer that "it can be robbed clearly". Is Banu's past "selling point" a bit unsalable?
Today, let's have a good talk.
"productism"
Speaking of Barnu's "productism", to paraphrase Mr. Lu Xun, there is no "productism" in the world. If you talk too much, there will be "productism"
According to public reports, Banu, born in Anyang, Henan Province, was founded in 200 1 and entered the Zhengzhou market in 2009. At that time, the book "Haidilao Can't Learn", which pushed Haidilao to the altar, had not yet appeared, but Haidilao was the existence that Banu needed to "look back".
Haidilao: Banu's Bai Yueguang
If the opponent is too strong, he will learn from his opponent first, but in the words of Du, the founder of Banu, he has not become the second Haidilao after studying for three years. What can we do? We can only find another way. If we can't learn, maybe we can do it in the opposite direction.
20 12, in order to find a differentiated way to survive, Du found someone to reorganize the strategy, officially renamed "Banu Hotpot" as "Banu Maodu Hotpot", and shouted that "service is not Banu's characteristic, but Maodu and Mushroom Soup are". As the saying goes, "You don't know after three years of study, and once you do the opposite, it will be known all over the world." In this way, Banu opened the road of "touching porcelain" in Haidilao.
Haidilao walks out of the circle by "service", and Barnu tells stories by "product". As a result, the products that should be the bottom line of the catering industry have become advanced "productism" and become the label of Banu. It has never said that it is a "service-oriented" sea fishing, and it has become a "service-oriented" spokesperson.
Where there is productism, there is serviceism. Since Haidilao is famous in the front, serviceism is the "predecessor", that is, the catering form of 1.0 version, and productism is the "back wave", that is, the catering form of version 2.0. The back wave of the Yangtze River pushes the front wave, and the front wave dies on the beach. What perfect business logic!