Seafloor Fishing: What Is Toxic Marketing?

In micro-blog, if you still use Taobao body, roaring body and fan guest body to make sentences, it will be OUT.

"Yesterday at the bottom of the sea, I accidentally complained to my friends about how the Jingdong's Nara Michida album had not arrived yet. As a result, the waiter asked me about the account of the Jingdong member when he checked out. Today, three big picture books have been delivered." the micro-blog called "cat Ryan" was pferred more than 35000 times.

The basic template of "seabed fishing body" is: I picked up a hot pot on a sea bottom one day, and I accidentally said it during the dinner.

(including but not limited to wishes, emotions, complaints, opinions) when I check out...

(wishes come true, soothing emotions, such as sending corn cakes, sending greeting cards, blessing words, giving gifts, free sheets, etc.)

As the "onlookers" from the initial surprise, to doubt, and then bored, and even do not want to go to the bottom of the sea to consume the mood, marketing experts remind that bailing may face marketing crisis.

"Sea bottom body" viral pmission

Although "cat Ryan" quickly explained that what he wrote was "playing on the bottom of the sea", but this explanation was immediately drowned in the sea of micro-blog, and more "seabed fishing body" is also emerging.

"Micro-blog marketing is one of the best ways to spread word of mouth," Li Zhiqi, chairman of Beijing Zhi Chi future marketing consultancy group, told the first financial daily. "The bottom fishing body" may be a true evaluation of consumers at the beginning, and this evaluation has its own characteristics. After a certain degree of dissemination, businesses see opportunities, and maybe there are professional companies involved in the dissemination.

It is undeniable that the service of seabed fishing has really impressed people, making this hot pot shop a household word.

Customers who have been to the bottom of the sea will find that customers waiting for lunch in the waiting area can get free fruits, drinks and snacks. If the 35 friends are together, the waiter will take the initiative to send cards, checkers, etc., or suggest that women make a free manicure, mobile beauty or leather shoes.

When you sit for a designated meal, the rubber band, mobile phone bag and apron have been sent to hand. They will also bring chewing gum after the meal is finished.

At the entrance of the toilet, the seafloor employee opens water faucets, squeezing hand fluids and wiping hands for customers.

And there are more "surprises" and high-quality service legends about sea fishing.

A netizen on Tianya said he had finished fishing on the seabed once, but he could not catch a taxi to catch a train.

The younger brother at the door saw him carrying his suitcase, asked the situation and turned away.

As a result, the shopkeeper, who was next to the seafloor, opened his SUV and said, "hurry up and get on the bus."

There is also a "classic case" that the waiter apologized for throwing the corn cake with the word "excuse me" on the wrong side of the soup.

But the development of events obviously exceeded people's psychological expectations.

At the beginning, some micro-blog said that the undersea fishing service was more trustworthy, but many netizens followed suit to create a variety of exaggerated "seabed fishing body" with the phrase "the human body (the universe) has been unable to stop the sea fishing".

The entertainment spirit of netizens has been ignited, and ridicule and ridicule have been unable to satisfy people's heavy tastes. All kinds of queer passages emerge in an endless stream, and the situation is getting more and more out of line.

For example, micro-blog said, "I ate at the bottom of the sea and forgot to bring money."

The head waiter said, "never mind, next time."

And took out 50 yuan: you take a taxi.

Brother, I am very moved to say sincerely that when I have the money to buy a car, I will make a monthly compulsory driver for the seabed.

The captain immediately took out a bank card: take it and buy it now.

Also called a group of attendants: listen to the big brother accent, unlike the local people, it is estimated that there is no Beijing account, you are now queuing to help big brother Yaohao.

"Whether or not seafloor fishing is involved in the early word of" seabed fishing "created by micro-blog, but it has evolved to exaggeration, even the situation of uncontrollable and ironic irony, to the extent that it is not in conformity with the real situation, the marketing department of Baitu should clarify it, so that the network channel can effectively spread effective information to the company, otherwise, when the products and services received by customers are not consistent with expectations, it will reduce their satisfaction and affect the reputation of seabed fishing.

Chen Xinkang, Professor of marketing department of Shanghai University of Finance and Economics, said.

Exaggerated legend

On the Internet, the "sea bottom fishing body" is the word of mouth of the netizens or the marketing behavior of the company. Recently, the reporter called the relevant person of Beijing fishing headquarters, who said micro-blog's "seabed fishing body" was purely personal behavior of netizens, and the company did not participate.

Banlon, a consumer who went to Bailu many times, said on micro-blog, "this marketing has made me feel worse about seabed fishing. It was originally very sincere, but this time it seems that many naval forces have been launched (unable to confirm). It is hard to distinguish between true and false, and many related micro-blog people feel very insincere."

The actual shop experience has fallen with the "rumor", and the user's sense of loss will burst out, which is very dangerous.

One example is that some netizens say that Shanghai seabed has opened the "takeout" service, which is very shocking, not only including all kinds of dishes, seasonings, aprons, and even the electromagnetic furnace and all kinds of tableware, although these are leased, but many people are trying to try.

However, if consumers in Shanghai really call to make a reservation, they will find that Shanghai has not opened the service at all. The service is only tried in Beijing.

On the other hand, the demand for customers to shop is diverse. Even if the front-line waiter has the right to avoid giving orders, sending fruits and sending small dishes, customers will have a comparison. If they do not get similar services from other customers, will their satisfaction be reduced? What is the bottom line of differentiated services?

"Personalized service can certainly be added, but the standard of quality uniformity is more important to the service industry."

Chen Xinkang said that full empowerment can enable employees to deal with customer needs more flexibly, but requires staff to grasp accurately. On the other hand, we need to inform and promise beforehand to ensure that the service reaches certain standards and levels so as to avoid excessive demands from customers.

For the introduction of seabed fishing books and the "deified" fishing services, Li Zhaoshu, a management expert who has worked in the training industry in the South and Secretary of the Shenzhen brand association, has actually experienced the service of bailing. He believes that although there are many excellent points in the sea fishing industry, such as employees who look positive, they will constantly ask about your needs, but in his eyes, the sea fishing is not an excellent restaurant.

For example, the waiter has more willing and less service skills, and the waiter does not know how to provide services without disturbing the guests.

"This has a huge gap compared with the restaurant service in Shenzhen."

He analyzed the concept of service in three levels: foundation, value-added and subsidiary.

Good services need to be implemented in this order. They only heard about the service of the sea fishing, but seldom heard of the delicious word-of-mouth of the sea bottom dishes. They went around the first two floors and overlooked third levels, which made people think of "castle in the air".

However, Chen Xinkang believes that the catering industry is a comprehensive service industry of tangible products and intangible services. In such a situation that Chinese chafing dish industry can not be very different from the dishes taste, the ultra enthusiastic service of the seafloor waiter may become its competitive advantage.

"Differentiated services based on trust authorization attract customers, cultivate their native employees into management and assign heavy responsibilities to DNA."

Since 2008, Huang Tieying, a visiting professor at Peking University Guanghua School of management who studied the case of sea fishing, believed in his book "learn from the bottom of the sea".