Perhaps no one can imagine that the hot pot restaurant has become the "second spring" of his career development. 20/kloc-In May, 2005, Michael Chen founded Fujian Xianhezhuang Restaurant Joining Management Co., Ltd. together with program host Zhu Zhen and singer Ye Yixi, and opened the first "Xianhezhuang" hotpot restaurant in Fuzhou. Xianhezhuang Hotpot Restaurant is not popular because of the addition of several big-name stars. It was not until June 20 17 that the second chain store was established.
By 2020, billboards of "Xianhezhuang" will suddenly appear on various video service platforms, and network celebrities from all walks of life will compete for publicity and planning. The video and live broadcast of "Michael Chen Banquet for Mala Tang" seems to become a necessary raw material for everyone, which can often be seen. The Bagua Palm behind this is not Michael Chen, but an enterprise called Sichuan Zhishan. This enterprise, which built Tan Duck Blood Hotpot Restaurant, used the same tactics and easily turned Xianhezhuang into a real online hotpot restaurant with more than 700 restaurants in less than two years.
Michael Chen's star effect, which he didn't give full play to, was brought into full play. Is this online red-hot pot restaurant, which is full of stars, really so popular?
God-like opening a physical store opens the public comment network or the Meituan takeaway App. In the comments on "Xianhezhuang Pot with Pot-stewed Flavor", customers often ask the difficult question "Can you see the boss when you come" and "Can you see Michael Chen".
There are various responses to this matter in the following comments. Some responses are "employees should be able to see it", some responses are "should be able to see it", and only a few people respond "it is a franchise chain". This kind of illusion that "whenever Xianhezhuang hotpot restaurant is run by Michael Chen" may be the contribution of video publicity planning.
Especially around the year 2020, every "eater" opens Tik Tok, and more or less shows the video of Michael Chen and Xianhezhuang pot-stewed. The frequency of brushing is more, and I will continue to "happen" to see him walking in the live broadcast room of every online celebrity with an atmosphere of hospitality and calling teammates. Naturally, the live room must be Xianhezhuang Hotpot Restaurant.
By the end of 1 25th, among the short vibrato videos, the video frequency of the video with the topic of "Xianhezhuang" was10.200 million times, with 23,000 videos, and Xianhezhuang's WeChat index was close to 620,000.
It can be said that Michael Chen gained the popularity of Xianhezhuang by "publicity", earned the first wave of consumers for the hot pot restaurant, and made many consumers who pursued the perfect "star effect" arrive willingly, just to better taste the hot pot restaurant opened by big-name stars, and even with the idea of meeting the boss and taking photos.
But the objective fact is that the famous brand of Xianhezhuang is made by Michael Chen, but the boss of a separate hotpot restaurant is really not him. If it weren't for Michael Chen's "purposeful" visit to the store, consumers who want to see the real face would be chilling. Because of Michael Chen's "propaganda", the meaning of drunkenness has no customers, but depends on the entrepreneurs.
Relying on the franchise mode, this Xianhezhuang, which was founded in 20 15 and gradually expanded wildly in 20 19, only took more than a year to "open more than 700 stores in various provinces of China." The project manager of Xianhezhuang showed the world.
The rate of opening a physical store like that is "amazing". Looking back at Haidilao Hot Pot and Xiabu Xiabu, these two hot pot restaurants were founded in 1994 and 1998 respectively. It took more than 20 years to open their own stores to all parts of the country. By the first half of 2020, there will be nearly 1000 stores in Haidilao hot pot, and just over 1000 stores.
Most entrepreneurs join the agent Xianhezhuang, which shows the "star effect" and want to rely on the "full support" of big-name stars and the consumption of fans. But if you really join the agent, will you be able to make money?