When a celebrity and an Internet celebrity join forces, it is a traffic carnival!

After Chen He's Xianhezhuang, Jia Nailiang's Xianlemen recently swept the screen.

The Internet celebrity bloggers of Douyin, Xiaohongshu, and Station B seem to have organized a "party" at Xianlemen, and they went to Xianlemen to check in, and they frequently interacted with Jia Nailiang in the same frame as a "star". The lively scene of "net celebrity family".

Xianlemen is popular!

ONE

Internet celebrity check-in star restaurant

Three commonly used "routines"

On May 5th, Xianlemen's first national store was officially opened in Wuhan. On the same day, the "head" Jia Nailiang and his celebrity friends, Charmaine Sheh, Xintong Zhong and other celebrity friends sat on the platform, interacted closely with fans on the spot, and the online live broadcast was carried out simultaneously. 2000 hot pot coupons were consumed within 1 hour. Subsequently, Xianlemen also ushered in a large number of celebrities "remote congratulations", such as Du Chun, Yuan Hong, Zhang Xinyi and his wife, all made calls for Xianlemen through video.

When the gong opens, Jia Nailiang's Xianlemen, Chen He's Xianhezhuang, Huang Xiaoming's Jiangnan barbecue, celebrity restaurant openings and even branch openings are often seen as celebrity platforms and call-ups. However, the sudden exposure of these celebrity restaurants not only comes from the celebrity platforms and the support of the "family and friends group", but also comes from the huge and steady stream of Internet celebrities "checking in."

Looking at the content of online celebrities' centralized check-in star restaurants, there are three common types (sets) (roads):

1. Encounter a star

Encountered Chen He in Xianhezhuang, Huang Xiaoming in Shaojiangnan, and recently met Jia Nailiang in Xianlemen, which seems to have become a kind of "tacit understanding" for Internet celebrities to check in. The chance of an internet celebrity encountering a celebrity is so great that it attracts a large number of netizens to complain about why they have been there a few times but never "catch" the celebrity once.

2, celebrities, please eat Bawang meal

For Internet celebrities, encountering celebrities is not the biggest benefit. They also ate "Overlord Meal" in celebrity restaurants. The Internet celebrities happily ate the Bawang meal, and the celebrities introduced their own signature dishes next to them. It was so happy and enviable.

3. Make jokes with celebrities

If for ordinary audiences, the first two marketing traces are not so obvious, then, when a celebrity matches the style of an Internet celebrity, and shoots a piece in his own restaurant, please don’t doubt, this is a pure restaurant for the restaurant. Marketing video.

TWO

The "rice circle" economy in star restaurants

Stars are keen to join forces with Internet celebrities. Behind this is the "rice circle" economy that cannot be underestimated.

In the "fan circle", there has always been a chain of contempt, and the Internet celebrities are just at the bottom of the circle. But this obviously does not affect the "middle and upper reaches" of the celebrities frequently throwing olive branches to Internet celebrities. This is actually some shallow marketing logic, but every logic deserves attention.

1. Fans overlay

Whether it’s a celebrity or an Internet celebrity, their drainage scenes are the same. They are all fan potential, and they drive consumption through personal influence. "Star + Internet celebrity" is actually a superposition of fans, and often this superposition will have the effect of "1+1>2". There will be two-way drainage between celebrities and Internet celebrities, which will eventually lead to a win-win situation.

2. Break through the fan circle

The personality of celebrities and the content of internet celebrities are their fan positioning. The number of fans of celebrities is huge, but at the same time it is also limited. Although the celebrities themselves can receive a better drainage effect initially, but if they want to achieve continuous increase, they must break through the fan circle. Internet celebrities who also have outstanding capabilities in diversion and delivery have become an excellent entry point.

In Xianlemen’s online celebrity check-in video, you will see that there are not only gourmet anchors, but also car and handmade anchors. With different types and styles of anchors, restaurants will radiate different audiences to more Drain the restaurant extensively.

3. Create an image of "close to the people"

The "expensiveness" of star restaurants has always been criticized. In the past, celebrity propaganda would certainly attract some fans for consumption, but at the same time it would also shut out some customers who were "biased" against celebrity restaurants. Net celebrities are equivalent to a bridge to help star restaurants "grounded". One is that Internet celebrities use their own image of being close to the people to weaken the image of star restaurants. The second is that Internet celebrities can express their opinions in the form of "visiting stores", which is a "third party" and bluntly said "not expensive at all."

4. Strengthen social attributes

Through the interaction between celebrities and internet celebrities and the interaction between internet celebrities and netizens, the social attributes of the restaurant have been further strengthened. On the other hand, encountering celebrities and Internet celebrities has become a "blind box" surprise in celebrity restaurants. Even if there is no chance encounter, celebrities and Internet celebrities can easily become social content, enhancing social value for customers.

THREE

Marketing "routines" of star restaurants

What kind of enlightenment it brings us

The essence of marketing is to attract traffic. As the "class representative" of the catering industry, even if the ordinary restaurant does not have a star platform, it has no strength to invite various Internet celebrities to call, but many of the marketing techniques of star restaurants are indeed worth learning.

1. Cross-border marketing of "déjà vu"?

The cooperation between celebrities and internet celebrities is actually a cross-border marketing. The core purpose of the cooperation between celebrities and Internet celebrities is fan stacking. The essence of cross-border marketing is resource integration. The underlying logic of these is actually the same, that is, mutual drainage.

Brand chain restaurants often link up with other brands to empower each other. Luzhou Laojiao's 2021 quarterly report shows that Luzhou Laojiao's operating income is approximately 5.004 billion yuan, a year-on-year increase of 40.85%. Behind the beautiful transcript is Luzhou Laojiao's brand image of "the older the older, the more fashionable". Especially in the past two years, Luzhou Laojiao has made cross-border marketing fly. Taking advantage of the hit drama "Three Lives III and Ten Miles of Peach Blossom", the national style fruit wine brand "Peach Blossom Zui" was launched; and the "Stubborn" perfume was jointly launched with the smell library, which drove the sales of the brand's official flagship store on Tmall to increase nearly 10 times; let Peach Blossom Zui has bundled marketing with the honey powder of the domestic beauty brand Huaxizi; cooperated with the Internet celebrity brand Zhong Xuegao to launch the 52% white wine sandwich ice cream, named Fragment...

There are too many successful cases of cross-border marketing between brands in the catering industry, achieving a double harvest of traffic and sales. Not only chain restaurants can do cross-border marketing, but relatively weak small and medium-sized restaurants can also do cross-border marketing. For example, many restaurants currently cooperate with local theaters, baking and other institutions to launch full delivery activities and make co-branded cards, which have also achieved good drainage effects.

Therefore, you don't have to worry about celebrity restaurants having celebrities to help out, and Internet celebrity blessings. According to the strength of your own restaurant, cross-border marketing within your ability will also receive unexpected results.

2. First clarify the positioning, then refresh the cognition

Huang Xiaoming's Jiangnan barbecue restaurant is also a star restaurant that frequently appears in Internet celebrity content. To sort out these "journeys", you will find that they are almost all around three aspects of their content: first, the meat is rich in variety and good quality; second, the environment is good, stylish, and has a sense of atmosphere; third, it is not expensive, not expensive , Not expensive! If the first two are used to introduce the product and service positioning of the Shaojiangnan barbecue restaurant, the third is to refresh the public's inherent knowledge of star restaurants and re-establish a consumer's image of "loving to see".

A small five-tier city opened a light five-star hotel. In the eyes of the locals, it looked like "unexpensive" and "very formal". Later, the locals "suddenly" discovered on social platforms that ordinary families were hosting birthday parties here, young people were drinking and singing here, and unknown internet celebrities were checking in and taking pictures here... just like that. The fire is up. For this hotel, the positioning has been deeply rooted in the hearts of the people. It needs to re-use marketing to break people's inertial thinking of "I know good, but I will not consume" and re-delineate consumer groups.

Fashion brands should be "expensive", fast food brands should be "low", and time-honored brands should be "old"... Another major purpose of marketing is to break the traditional perception of customers and re-establish a beautiful image in the minds of customers.

3. Deeply cultivate the content to enhance the emotional value of the restaurant

With the help of Internet celebrities, with different styles and content as the carrier, star restaurants have also established emotional links between customers. For example, the atmosphere and the sense of dining rituals reflected by Internet celebrities with more professional shooting methods than ordinary customers; for example, the sense of surprise brought by encounters with celebrities and Internet celebrities, these content also conveys the sense of quality The emotional value of the restaurant.

Every form of marketing is a connection point between a restaurant and customers. How to make this connection point more sticky? In addition to using quality to lock in, using high-quality and rich content to trigger spiritual interactions such as spiritual pleasure, emotional resonance, and exchange of values will make the connection point stronger.

Therefore, when designing marketing content, in addition to the product, you may wish to add some content such as fun, emotion, communication, etc., on the one hand, drive a deeper connection between the restaurant and the customer; on the other hand, increase the restaurant outside the product Appeal.

In the context of Generation Z, marketing has become a complex and simple thing. The complicated thing is that people are already immune to "straightforward" marketing, and only fresher marketing content can attract users' attention; the simple thing is that it is possible to cross-border marketing once, and a novel innovation may lead to a brand in flames.

In the final analysis, it is not that the marketing method has changed, but that the user's vision and needs have changed. Following the eyes of users, celebrities began to "put down" and join forces with Internet celebrities. Why can't we break the "prejudice" of marketing, broaden marketing thinking, and gain more marketing value?