From Shawn's vlog of "Lai Xian He Zhuang invites you to eat hot pot", to Sha Yi's "Michael Chen, the owner of hot pot restaurant", and then to the cooperation with tens of millions of online celebrities, Lai Xian He Zhuang's fame is growing day by day, and it is also blooming everywhere in major cities.
In April this year, Xianhezhuang also flashed on various social platforms. However, unlike before, this time it was because of negative news. In a branch of Xianhezhuang in Hangzhou, a couple of young people were waiting for a meal when the ceiling suddenly fell, injuring the woman's head and arm, resulting in a broken arm. The man was also scalded by the hot pot soup spilled from the falling ceiling, and there was a contradiction when claiming compensation from the merchant. This matter was fermented by the media and heated up at the first time.
As the saying goes, good things don't go out, and bad things spread thousands of miles. The hot pot restaurant incident was like a fuse, which ignited the gorgeous coat of Xianhezhuang. The talk of "the collapse of Xianhezhuang" is also rampant.
Are there any stars in the star shop? After watching the video under the topic of Xianhezhuang, there will be an illusion, as if Michael Chen is personally running a hot pot restaurant. If he goes to punch in, he will meet Michael Chen. But the fact is that Michael Chen parachuted into a Xianhezhuang just for publicity and drainage, and these stores are just franchisees under the Xianhezhuang brand. When the video was uploaded to the Internet, Michael Chen had already gone to other places. Therefore, diners who punch in with the expectation of meeting a star will always be impulsive and disappointed.
Since the stars do play a role in drainage, will the diners here be conquered by Xianhe Village? The answer is obviouslyno. According to the person in charge, Cangshan Wanda Store, which closed down less than half a year after its opening, only lasted for one month. Compared with hot pot restaurants at the same level, the price of star stores is high and the profit of stores is low. If we continue to operate, we can only lose more.
It can be seen that Xianhezhuang, whose star value content is close to 0%, has a low profit.
The questioning caused by a suspended ceiling and the incident that hurt customers, after secondary fermentation, caused public doubts-why is the decoration quality so poor?
Coincidentally, in 2020, when a customer was dining at Xianhezhuang Hotpot Restaurant in Changchun, the bottom of the pot suddenly exploded and his hands and face were burned.
The initial fee of Xianhezhuang is 480,000 yuan, and the equipment decoration fee is as high as 600,000 yuan. While charging such a high decoration fee, on the other hand, the decoration quality is very poor. Some media users have calculated an account: at present, Xianhezhuang has more than 800 stores in the country, and the franchise fee charged is at least 420 million, which does not include the material fee, opening guidance fee, equipment fee, advertising and marketing fee, etc.
As a franchisee, regardless of the rent, we have to invest more than one million yuan for the brand, plus the rent in the prosperous area, and the initial investment needs more than two million yuan. According to the financial report, the cost of a direct store like Haidilao adds up to about1400,000.
This kind of behavior of slightly cutting leeks will not last long in the eyes of many people.
The negative news of his wife's personal promotion of Xianhezhuang kept breaking out, and the tide of closing stores followed. Zhang, his wife, also personally went into battle to promote it. Many of Xianhezhuang's special dishes were shot with vlog, but the fans in the comment area no longer bought it.
When we understand the essence of Xianhezhuang's joining, and then review the popular promotional videos before, we find that the original sickle should not only harvest ordinary consumers as diners, but also harvest the tall and strong "green onion" franchisees next to leeks.