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Sima Nan was "driven away" in Fat Donglai Supermarket, which became the talk of netizens for a while. , a big V with 40 million fans, was directly "invited" out of the supermarket by Fat Donglai's staff politely during live shopping, for a simple reason - no one is allowed to broadcast live. As a result, this incident instantly ignited everyone's laughter: "Sima Nan: Private enterprises are fat from the east, and they should be nationalized in order to better serve the people." ”
Although these words are ridiculed by netizens, the things reflected behind them are worth pondering.
Fat Donglai, why is he so confident in "dragging"?
Fat Donglai, a local supermarket in Henan, has long become a "shopping mecca" in people's hearts with its high-quality goods and meticulous service. Some people even travel all the way to experience this "ideal supermarket". Therefore, when Sima Nan was stopped during the live broadcast, many people not only did not feel that Fat Donglai was "stage fright", but felt that they did the right thing, this is not dragging, but there are rules.
Fat Donglai has gradually become popular in the past few years, and all kinds of "traffic figures" naturally want to gain popularity, but Fat Donglai doesn't "play with him". Why? Because they never survive on traffic. People rely on word-of-mouth and service. Imagine, if everyone comes to take advantage of the popularity, and the supermarket becomes an Internet celebrity check-in place, can the shopping customers still buy things well? Especially when some Internet celebrities are under the banner of "live broadcast evaluation", but in fact, they are eye-catching, supermarkets must take precautions.
Privacy, or fear repercussions?
Fat Donglai banned live broadcasts, not only for fear of "traffic" ruining the atmosphere, but more importantly, for the importance of customer privacy. Imagine, when you go to a supermarket, you are inadvertently swept into a live broadcast camera? Who wants to? In this case, Fat Donglai's regulations are reasonable. Moreover, the confidence to refuse live broadcast also stems from their confidence in their own business model.
Some Internet celebrity live broadcast rooms are comparable to variety show scenes, which may inadvertently create congestion and riots, especially Sima Nan, a big V with a large number of fan effects. If there are fans "chasing stars" on the scene, it will really outweigh the losses. Moreover, online celebrity shopping live broadcasts often have ingredients to guide consumption, and the excessive recommendation of some products may not be suitable for the "self-produced and self-sold, conscientious selection" route adhered to by Fat Donglai.
The logic behind the internet celebrity hitting a wall
Sima Nan was "invited" out of the supermarket, behind which is actually a collision of values: one is the Internet-style marketing thinking that relies on traffic and gimmicks to attract attention, and the other is the traditional entity business model that is down-to-earth and does not follow the trend. Fat Donglai obviously took the latter path.
In Fat Donglai, customers are God, and a quiet and comfortable shopping environment is their bottom line. And the live broadcast of Internet celebrities, especially Internet celebrities with millions of fans at every turn, attracts not only popularity, but also a complex traffic economy. For Fat Donglai, if there is no restriction and Internet celebrities flock to it, who can still come here to buy food? Obviously, Fat Donglai's operation of "please go" Sima Nan is not only an adherence to its own rules, but also a safeguard of the rights and interests of customers.
Fat Donglai's business wisdom
The reason why this Henan supermarket is so "capricious" is inseparable from its unique business philosophy. From no advertising to drastic service upgrades, Fat Donglai has always been customer-centric. And now many brick-and-mortar stores advertise in order to "rub traffic", and even invite Internet celebrities to stand on the platform, but Fat Donglai does the opposite, refusing any form of traffic impact.
If you look at Fat Donglai's corporate culture, you can understand that it is not a company that survives by traffic. It has its own solid foundation of "hardcore customers", which is the core of long-term business - good service, good reputation, and customers are willing to come. This is completely different from relying on the network to make a temporary profit.
Therefore, Sima Nan's fan effect may be able to bring a short-term sensation, but Fat Donglai's refusal to participate in such a traffic game makes them more respectable.
One final word
Fat Donglai's "refusal" behavior just shows its confidence and principles, and also gives a warning to those Internet celebrities who only care about rubbing traffic: You can use it as a traffic pool anywhere, and not all companies need the blessing of Internet celebrities.
So in the end, I would like to ask: traffic is important, but isn't it the companies that can really win customers? What do you think about this?