Recently, NCBD (Dining Collection), a big data research and evaluation organization focusing on new catering, released the "Big Data Analysis and Research Report on Bad Reviews of Pickled Fish in China in 2020", and analyzed the bad reviews of several major pickled fish brands (Taier, Fish Together, Yao Yao Pickled Fish, Jiang Yuer and Lu Dingji). (Further reading: Bad review report of pickled fish: Taier, where are the fish you are together, Yao Yao pickled fish and Jiang Yuer?)
The analysis shows that Taier pickled fish's "more than four people don't receive it" (no extra table) is a major feature, but it has also become a major slot, accounting for as much as 12.6% in all its bad reviews, far higher than other brands.
△ Figure from the network
1 Overview of Taier pickled fish
Taier pickled fish, established in 20 15, belongs to Jiumaojiu. It focuses on the pickled fish in the old jar, and advocates that "pickled vegetables are better than fish", targeting young consumers after 90 s and 95 s.
At present, Taier owns 145 stores, which are distributed in 16 provinces and 4 municipalities directly under the central government. Among them, Guangdong Province accounts for the bulk, with 62 stores, Shanghai 15, Hainan 1 1, and the number of stores opened in other provinces and cities is in single digits.
In the "20 19 list of the most popular brands of pickled fish in China" released by NCBD last year, Taier topped the list with a welcome index of 8 1.7, and it was 20 points more than the second place, which seemed to be synonymous with pickled fish.
According to the financial report in 20 19 of Jiumaojiu, the revenue proportion of Taier in the whole group increased from 28.5% in 20 18 to 47.5% in 20 19, and the amount doubled from 540 million yuan to1280 million yuan, a rapid growth. Not long ago, Jiumaojiu publicly stated that in the future, the first priority of the group will be to develop Taier pickled fish.
△ Figure from Taier official website
Since its establishment, Taier has insisted on not taking out food; However, during the epidemic, in order to minimize the loss, Taier announced that he would start to make take-out food for only one month, and later announced an extension of one month. In fact, Taier has always been cautious about take-out, because take-out has a great impact on the taste of pickled fish, and he is worried that the complete opening of take-out will affect Taier's reputation, which is not worth the candle.
Judging from the customer unit price, among the main brands of pickled fish analyzed in Dining Book, the customer unit price of Taier is above average, with an average customer unit price of 88.4 yuan, which is lower than that of Lu Dingji, but higher than that of fish with you and pickled fish with Yao Yao.
2 bad review analysis
NCBD's "2020 China pickled fish bad review big data analysis and research report" shows that among the bad reviews of major pickled fish brands, the top three are: spit for service, spit for product/taste and spit for too little fillet.
Among them, the spit for service is a common problem faced by the whole pickled fish industry, and the dissatisfaction with service ranks first in almost every brand. Specific to Tai Er, 44.2% of the bad reviews were given to its services.
The average bad review rate of Taier is 3.4%, which is in the middle and lower level among the five brands analyzed this time, only slightly higher than Yao Yao pickled fish.
Judging from the average number of bad reviews in stores, Taier's is 27.2, which is lower than Lu Dingji, but slightly higher than other brands.
3 Main slot points
Through the big data analysis of the bad reviews of Taier sampling stores, Dining Book found that the bad reviews for Taier mainly focused on these aspects: service, taste, not being received by more than four people, and misnaming. The details are as follows:
3. 1, 44.2% of the bad reviews are related to the service.
The catering industry is a service industry, and any service that is not in place may lead to consumer dissatisfaction, which in turn will lead to bad reviews in other aspects. The untimely and inadequate service will affect the user's dining experience, thus leaving a bad impression on the user, and once it is not handled well, it may lead to bad reviews.
"I don't want to give half a star, and my service attitude is very poor, especially the young lady who greeted me at the door. Her attitude is super bad."
"Zero service, ordering means taking the menu without the menu, and asking for water to go. Before the food is served, rice is served first."
3.2. Spitting about products/tastes accounts for 19. 1%.
Taier pickled fish advocates that "pickled cabbage is more delicious than fish", but many people don't agree with it (as shown in the picture above, "fish is more delicious than pickled cabbage"). Aside from the dispute between word games and saliva, through data analysis, Dine Book found that in the bad reviews of Taier pickled fish, the proportion related to product/taste was 19. 1%.
"The soup is very weak, and sauerkraut has no taste. It is estimated that it is a problem with sauerkraut, right? ！”
"The dishes are so ordinary that they are not as delicious as the legend."
3.3. "More than four people refused to receive" contributed 12.6% of the bad reviews.
Guan Yihong, the founder of Taier pickled fish, once said: "A table for two, a stool for two, and a seat for three people. We resolutely don't add, and two people should sit for two people. Isn't that right? Who is wrong? The table for four people is crowded with six people. Can the customer experience be good? "
For a long time, Taier insisted that "more than four people don't receive it" and didn't spell the table and add seats, which really attracted enough attention and attracted many people. However, this also makes many consumers very disgusted, especially some consumers who have dinner and banquet needs. For example, when five people arrive at the store, they find that they can't add tables. If they want to separate, the experience will be very poor.
As a result, "no extra table" contributed 12.6% to Taier, which accounted for the highest proportion among the five brands analyzed in this meal book, and was far higher than other brands.
"When five people eat together, they have to be split into two tables to eat ... nothing to look for, is the waiter an ancestor?"
"Temporary friends will never add a place ... just don't add it, say nothing, don't let you add it, and advise you to sit at different tables ... make a goat, I really don't know where the meaning of this regulation is."
"More than five people will not be given food, including children ... contempt, abnormal condition ... I don't think this is very good."
Perhaps for Tai Er, he gave up some consumers and gained some bad reviews, but through such "gimmicks", he can bring more customers and generate more consumption, which may be the reason why Tai Er still chooses "more than four people don't receive".
3.4. "Misnamed" accounts for 4% of the bad reviews.
Undoubtedly, in the field of pickled fish, even the whole catering industry, Taier is a phenomenal product. In the eyes of many people, Tai Er is a online celebrity, so there are very high expectations for it; Once the actual consumption in the store is found to be inconsistent with expectations, it may give a bad review.
"I don't know if it's my bad luck that the products of this store are not good, or they are not worthy of the name ..."
"Seeing this fish everywhere, I think it should be good ... but it is not worthy of the name."
Objectively speaking, such a "bad review" is a bit embarrassing, just because the consumption expectations are inconsistent, just because you are too "hot" and too famous. However, there is also a good saying: "If you want to wear a crown, you must bear its weight."
3.5, take-away taste caused bad reviews.
At the beginning of the birth of Tai Er, there was a saying that "no take-out", and this has always been the characteristic of Tai Er. This year, because of the epidemic, Taier began to test the water for takeaway. Although the time was not long, it also caused some bad reviews.
"After Taier opened the takeaway, I successfully ordered the takeaway for a few days ... the taste is quite bad."
"Ordered too two ... sent a lot of soup, the key point is that the difference between the product and the product in the store is too big! ..... seriously suspected that it was produced at ninety-nine cents. "
"Takeaway sucks!"
According to the book of food, for the category of pickled fish, take-out will really have a certain impact on the taste, and there may be some accidents during the meal delivery, which will inevitably lead to bad reviews. As for Tai Er, although he has made some achievements in dining, in any case, he is still just a recruit in the take-away market, and it is not surprising to "harvest" bad reviews.
3.6, eat loose bowels, eat foreign body accounted for about 3% each.
Directly above the picture—
"After eating, my friends and I have diarrhea ... isn't the fish with Chinese sauerkraut unsanitary?"
"If cockroaches are found in the dish, the clerk will withdraw immediately and will never go to Tai Er again."
"In the ice powder, I ate broken glass and almost swallowed it ... I almost had a medical accident ... The biggest luck of the whole thing is that the broken glass didn't fall into the children's mouth."
For catering enterprises, the importance of food safety is needless to say, which is the bottom line. For consumers who pay more and more attention to the quality of consumption, their requirements for food safety in restaurant enterprises are getting higher and higher, and their tolerance is getting lower and lower. In the eyes of many people, catering enterprises that can't even guarantee food safety are not qualified to continue.
4 Conclusion
To a certain extent, Tai Er has now become synonymous with pickled fish. Accurate positioning and Internet-style marketing have won the hearts of many young consumers. For the post-90s and post-90s generation, being delicious is not the only criterion. It is not only delicious, but also beautiful and fun. Taier caters to these needs of this group to some extent.
For Jiumaojiu, Taier undertakes the "glorious mission" of leading Jiumaojiu to new glory. In this process, bad reviews are inevitable, but at the same time, enterprises should also face up to bad reviews, put an end to low-level problems such as food safety, actively listen to the voices of consumers, and regard bad reviews as an important fulcrum to improve management ability and operation level and improve consumption experience.
For any enterprise, any bad review is not only a small crisis, but also a spur, a feedback and a communication. Any bad review should be taken seriously.