From the big red to the disappearance of the phenomenon of spicy shrimp perspective Winter, hot pot store business to the golden hour of the year: the door of the diners, fragrant meal, friends and family sitting around the hot table to talk about the affection, the bosses are also counting this year's nuggets of harvest. However, for the spicy shrimp operators, such a lively scene does not belong to them ...... Now a bleak When the hot memories - a storm of a few lessons, the rise of spicy shrimp in Zhengzhou last year, why come and go in a hurry? "Drool oil" incident is directly caused by the spicy shrimp demise of the fuse. Interviews, whether it is the operator or spicy shrimp diners, this reason as a spicy shrimp as a direct cause of the downhill slide. The so-called "saliva oil", is the hotel staff will eat the guests leftover leftovers recycling, skimming out the leftovers in the oil, after secondary refining continue to use. Because the oil is mixed with the guests' saliva and named. A 2048 spicy shrimp operators unapologetically to reporters said that in August this year, a media reporter to spicy shrimp stores undercover, with the camera recorded spicy shrimp operators recycling "saliva oil" insider, spicy shrimp business has since fallen. "Drool oil event was exposed by the media, the heart of the mind to think about it, feel sick, last year, my colleagues and I have nothing to eat 'spicy shrimp', we do not know how much we ate the drool oil, and will never eat again." Many spicy shrimp enthusiasts on the operator of the recovery of "saliva oil" behavior abhorrent. "Spicy shrimp to saliva oil drowned." A spicy shrimp operators told reporters, Zhengzhou, the public is particularly sensitive to the incident of saliva oil, since the media exposure, people love spicy shrimp all of a sudden by consumers into the cold palace. Not only that, "spit oil" also caused a shockwave on the hot pot industry in Zhengzhou, this winter's hot pot industry, but also overshadowed by the use of "spit pot bottom". Garden Road, a hot pot business owner said, "Since the mouth oil incident was disclosed, the whole hot pot industry situation is not as good as before." See and hear - the scenery is no longer available to the door Recently, the reporter has been in Zhengzhou's streets and alleys, the investigation of spicy shrimp business situation. At six o'clock in the afternoon, the reporter came to the northern section of Tongbai Road, a spicy shrimp restaurant, this business area of 500 square meters above and below the two-storey hotel, there is no one diner, it seems cold and quiet, seven or eight hotel staff sitting around a table, playing poker, and another waitress fell asleep on the table, a cup of tea placed on the table is still emanating from a curl of hot air. In spite of this, the restaurant operators or seriously received the reporter. According to them, now is the spicy shrimp ice period, compared with last year, one is heaven, one is underground, last year, when just emerging, a table to turn over three times, this side of the customer has not yet gone, that side has begun to seize the seat, and now, the large business hall no one asked. Walking in the street to observe carefully, you will find a lot of spicy shrimp stores have been changed. At the intersection of Zhengtong Road and Huainan Street, spicy shrimp glass door locked, above the sign affixed to the transfer, through the glass door to look in, the table has fallen full of a layer of floating soil, a citizen living in this area, said the restaurant business is not good, has been closed for many days. Reporters then came to the Cultural Palace Road, a spicy shrimp store, once a diner here, I still have some attachment to it, but the doorway of the cold scene makes the reporter quite surprised, the entire store is being renovated, the doorway piled up with cement sand, hall columns and ceilings are exposed cement, several workers are busy decorating. The reporter asked: after the renovation of the hotel to do what brand? Several workers replied: I do not know, anyway, it will not be spicy shrimp. It is understood that last year, spicy shrimp brand quickly red all over Zhengzhou catering industry, a spicy shrimp franchise opened all over the streets and alleys of Zhengzhou, when the boom amounted to more than a hundred, but now, still tenaciously supported spicy shrimp restaurant is said to be left with only two 2048, was once a hot moment in Zhengzhou, "spicy shrimp," and eclipsed out of the Central Plains! Catering industry stage. Prospects - after the storm can come back in the street can be seen, was once the door to the city of spicy shrimp stores, now replaced by a small sheep hot pot franchise, replaced by the Central Plains people love to eat chow mein hall. So, after the storm after the spicy shrimp will make a comeback? Competition in the market is cruel and merciless, the cycle is repeated, the question also lingers in people's minds. Click on a variety of spicy shrimp website, see a variety of consumer messages. Only 2048 spicy shrimp website, there are 42 consumer messages. Those who praise, but also those who criticize. Asked to join the message is not uncommon, and, in Zhengzhou, the spicy shrimp defeat, Xi'an and other places in the spicy shrimp restaurants are still full of customers. "Eat, is a spiritual enjoyment. That pot of red-hot spicy shrimp, the bottom of the pot a layer of red in the oil, sprinkled with a layer of fragrant sesame seeds, dotted with green cilantro, and tasty squid, I'm salivating again." One consumer talked about his nostalgia for spicy shrimp on a message board. "If the spicy shrimp can catch fire again, we will choose to join again." The lobby manager of a hot pot restaurant on Garden Road laughs at the success or failure. Spicy shrimp, as a restaurant brand, still has its own consumer groups. It is facing the process of brand self-help and self-improvement. Reporters in the 2048 Jingguang Road head office interview, found that the store in a prominent position to play "disposable pot bottom, healthy and nutritious" banner, the staff also encouraged consumers to visit their own kitchen, on-site supervision of the pot bottom production process, eat a meal to the pot bottom packaged away, so as to eliminate the concerns of the consumer's mind. Spicy shrimp operators are stroking their own wounds, began a healing process. 2048 Spicy Shrimp marketing director Mr. Lian said: "drool oil incident is a collision of traditional consumer attitudes and modern health awareness, we are not sensitive to the health of consumers, which has led to the current situation. We have to go through a series of integration, so that consumers completely re-recognize the spicy shrimp." Thinking - how to expand the catering brand Spicy shrimp in the overnight fire in the Central Plains, 2048, 2068, 2018 ...... labeled with different spicy shrimp stores blossomed in the streets and alleys of Zhengzhou, who can not figure out the story behind these numbers, the story behind the story. Group shrimp melee, become a unique landscape of Zhengzhou catering industry. In fact, spicy shrimp is not unique to Zhengzhou, but such a lively scene seems to be unique to Zhengzhou. Reporters open the website, gently click on the "spicy shrimp" three words, a website can be browsed throughout. Spicy shrimp headquarters in Inner Mongolia, spicy shrimp headquarters in Shandong Heze, spicy shrimp headquarters in Luoyang, spicy shrimp headquarters, and our Zhengzhou 2048 spicy shrimp head office. Spicy shrimp why there are so many stores, in the end who is authentic? Consumers can not help but ask the question mark. "Spicy shrimp is a brand that we single-handedly and painstakingly created". According to Mr. Wang, Zhengzhou 2048 spicy shrimp head store, currently approved by the State Trademark Administration of the spicy shrimp trademark *** there are more than 20 brands, including 2018, 2048, 2068. Mr. Wang said, 2048 spicy shrimp is their original creation, spicy shrimp hot pot plus ribs, squid, etc., "is the earliest and most authentic spicy shrimp ", when the boom, they opened 2048 spicy shrimp chain to Shenzhen, Hebei and other places, even the hometown of hot pot Chongqing, also left 2048 spicy shrimp a place. "Let the delicious and lips sweet contact", "love her to take her to eat spicy shrimp." Mr. Wang said, this is their carefully creative advertising slogan, very humane language so that spicy shrimp quickly fire up, leading to Zhengzhou, some restaurants, hot pot stores have to play spicy shrimp signboard. Mr. Wang said: "We do our own spicy shrimp store only Tongbai Road, Agricultural Road, a few, Zhengzhou streets open more than a hundred spicy shrimp store is mostly fake with the wind." Of course, the above is only one of their words. However, in this spicy shrimp stores are mostly removed at the moment, we can only hear their words. 2048 spicy shrimp marketing director Mr. Lian said, the catering industry to follow the trend of doing bad spicy shrimp sign, so that the taste of spicy shrimp, quality of business characteristics have appeared to be a large variant. Follow the results of the spicy shrimp rose quickly, but also fell quickly. In fact, the direct cause of the fall of spicy shrimp spit oil incident, and 2048 "authentic store" does not deny that they were also using spit oil. Create a brand, easy, manage a brand and make it last, but difficult. It should be said, spicy shrimp can be in such a short period of time in Zhengzhou from obscurity to the big red and then disappeared, there are many worthy of our thinking about the experience and lessons learned. Mr. Wang said: "In our rapid success at the same time, showing the impatience of the mind, did not calmly think about how to face the market and consumers, 2048 spicy shrimp in a year's rapid rise, indicating that the spicy shrimp marketing plan is more successful, but at the same time also exposed the spicy shrimp heavy marketing, light on the management of the shortcomings." Provincial Catering Association, a responsible person said, spicy shrimp there is a crisis from the public relations to improve the internal quality of the problem, any catering brand in the process of growth will encounter setbacks, such as McDonald's and other foreign fast-food enterprises last year also encountered the Sudan Red incident, but the business face of the crisis calmly responded to, and insisted on coming over the spicy shrimp in the regional market marketing is a success, but after all, he is less than a week old baby, its anti-risk! ability is relatively fragile, need to be carefully cared for. Spicy shrimp case experience are extremely valuable, ready to create a brand and has created a brand of business has played a warning role.