Is it capital's fault that online red shops hire fake queues?

Original title: Net-a-Go stores hire fake queues is the scourge of capital?
Shee Tea said that no one was ever hired to queue, and never used queuing as a marketing for/visual China
in the online red shop long lines shopping has become a fashion, but recently there have been media reports that the online red shop there is a situation of hiring fake queues. Although, online stores have responded that "no marketing campaign has ever been done, let alone hiring people to line up". But industry insiders point out that these online red shops still have a lot of suspicion of hiring, because this way can quickly improve popularity and brand, "this is their capital after the kidnapping of unconventional marketing methods." "
Bao Master queue up to 7 hours, the average queue for tea 2 to 3 hours, apricot flower building meat pine green group queue 6 hours ... It has become a fashion to queue up for shopping in online red shops. A few days ago, there are media reports that there is a network of red shops to hire fake queuing situation, for this happy tea, Master Bao responded that there is no such matter. However, some people in the industry said that this may be the online red shop financing after a rapid way to enhance the brand and popularity.
The status quo
online red shops line up for two hours on rainy nights
On social networking sites, netizens constantly refresh the queue to buy time, a cup of tea on average queue 2 to 3 hours, Qingming Festival special for apricot flower building meat pine green group queue 6 hours, Shanghai Bao Shifu snack queue 7 hours ...
. Netizens have commented that to eat these online red shop food, queuing is an important part of it. "Seeing the team of magpie tea every time like free gold bars as lively", "the waiter told everyone about queue for about an hour and a half, but my queue down at least two hours", "pro-rainy night queue for two hours, asked about the sunny day queue for about 4 hours", "the queue at the door long, the yellow cow's constant selling." Makes today's milk tea is also a cup difficult to find." In the public comments online, netizens posted a lot of queue photos, long lines can not see the tail, photos at least dozens of people in the queue, some netizens stretched their necks forward, some calmly play mobile phone pass time, and some faceless waiting in the queue.
, however, some customers will be given the privilege of skip-the-line. For example, happy tea on the provisions, customers on their birthdays can be exempted from the queue to get a free drink, in addition to can also tie up a drink, also do not need to queue, so that, Shouxing can enjoy 2 cups of skip-the-line privileges. Some customers said that birthday marketing did attract a lot of people, "after a long struggle with the yellow cattle queue, finally I lined up in the shop, actually found that there are two lines in the store, one is our queue from outside the mall, the other is the birthday can not be from outside the mall queue, these two teams are cross orders." This birthday team is very long, I do not believe that there are so many people birthday, but they all hold identity cards, no way, and experienced a struggle with the birthday team, I finally made a single, happy to get a single, million did not expect to have more than 70 in front of the waiting list."
in the magpie tea, queue selection, payment is only the first step, waiting for the store to make drinks according to the order also need a second queue. After ordering, the customer will get a number plate, the store according to the order of orders in order to order the number of drinks. "There were a lot of people in the shop, but it took me almost 35 minutes to call sixty or so. Not slow, how could there be so many people lining up?" Some consumers have commented that life stars, including the first team, who don't have to queue, also have to go through this waiting time.
, there are many netizens said that there is only one cashier in a large shop is also the cause of the slow queue. "So small coco (another milk tea shop) has several cash registers, so many people line up for happy tea but only one cash register", "two teams are cross orders."
news
for the marketing network red shops to hire fake queues
these online red shops queue "habits" how to develop it? Some media revealed that some online red shops in order to marketing, in the early days there have even been employment leave queue situation.
, according to Shanghai Radio and Television's video platform to see the news network reported that there are huang Niu said that before Master Bao was involved in childcare. "At that time, the initiative to find Master Bao, reached a cooperation." At first customers don't know you at all, first let everyone know that there is this shop! The "bull's head" recalls that on the first day of mr. Bao's business, he had led at least 70 people to the fake queue. Such a statement has also been recognized by other "bulls". They told the media that Master Bao had hired different teams of fillers to queue for at least a month. There are "bull's head" a day for Master Bao to provide at least 200 times.
reported that there are also yellow cattle said that "happy tea investment is very large, the first day hired a total of more than 300 people fake queue", "more than seven o'clock in the morning, to fuss has not opened the door to stand at the door, in order to create a strong visual effect", "wait for the noon real customers to buy, let out some places for them to buy", "fake queue of personnel composition is very exquisite, there are students, young people, white-collar, middle-aged people, let people see through", "Happy tea made seven days to achieve the effect." And these sets of routes are also "Yellow Bull" to win the other online red shop's golden rule. "Yellow" said that if the reporter wants to open an online red shop, then according to previous experience, a day at least 60 people need to queue. These 60 people, are exquisite, can not come together, to be batched, and to open before slowly arriving, can not let people see. In general, if you queue for 10 days, popularity will naturally be driven up.
Responsion
does not rule out that the yellow cow made up a lie
spare dirty water" in the public comments network, there are consumers said, "in general, there is no special surprise, for the price of 28 yuan, estimated that next time I will not queue or wait to drink ... ... In addition to the help of the network pusher, part-time queue of yellow cattle and self-employed queue hype way this is a bit boring ... Hope that the way of self-hype can be appropriate to stop."
To this, Hi Tea (Oriental Baotai shop) merchants responded: "Really very sorry to let you wait a long time, we have not asked anyone to line up, our staff has been constantly making drinks, but the store does buy more customers, we will open more stores to reduce everyone's waiting time, we also do not want everyone to wait so long, we will continue to work harder to do a good job of every drink and service." In another response, the store said, We're not a red drink, our first store was officially opened in 2012, and it's been five years now, and we've been working every drink for five years.
In order to shorten the queue time, the store has also introduced some restrictions, such as the current happy tea on a one-time maximum of 3 drinks, the previous limit is 6 cups; But these restrictions have not fundamentally changed the queuing phenomenon.
Seche tea and Master Bao' person in charge also made it clear that the two stores have not hired a fake queue, " Xi Tea and Master Bao in recent months have been cracking down on yellow cattle, hoping to create a good queuing environment for customers. Master Bao even said, do not rule out that there are yellow cattle because of the blow and deliberately fabricated lies, to play the effect of splashing dirty water. Bao Caisheng, the founder of Master Bao, said in an interview with the media, "Master Bao has never done any marketing activities since its inception, let alone hired people to line up." "Happy Tea has also responded to a media in Guangzhou stressed that Xi Tea has never hired people to queue, and never will queue as a marketing, and even think that harm to consumer interests and Hi Tea brand, while saying that has actively raised funds to set up a wide range of stores to ease the contradiction between supply and demand, reduce queue time.
to
the phenomenon of online recruitment queues everywhere
it is not uncommon to hire people to queue up to fill up on the network. Real estate sales, bars, games halls, business halls, etc. are online recruitment queue to fill the part-time, "milk tea shop queue part-time filling" also has relevant information.
in Doomi part-time website, Beijing Youth Daily reporter saw Guangzhou City, there have been "milk tea shop queue part-time filling 110 / day" job ads. The job advertisement recruits a total of 42 people, requires candidates under the age of 30 years old, can not do continuously, must carry identity cards and charging treasure. In the bean petal network also has the relevant recruitment information, "recruitment April 27 began Longhua a milk tea shop queue filled with 20 people, milk tea free casually drink, asked: clean image, not shy."
as early as 2014, Anhui Satellite TV broadcast a "new store opened popular, full of queues to make money" news. It was mentioned that before the opening of an Apple store in Chongqing, in the QQ group called some part-time staff to the Apple store as a nursery, in advance agreed on the time, place, remuneration, but also ordered the filling staff to bring ID cards, student cards. But after hours of part-timers lining up against the scorn, they were not paid well. Apple said it was "not aware" of this.
"house trust" refers to the real estate market, the preparation, opening of the employed to fill the market, the existence of the profession for more than 10 years, in the industry has been a necessary means and open secrets. Housing trust not only line up to pretend to buy a house, but also to be good at using the buyer's psychology, praise the advantages of the house, with each other to seize the source of housing, and even raise the price. In the Internet era, the housing trust online and offline double power, online also published views, to promote the price of a certain community, but the speech has to appear superficial objective.
Analysis
"Hiring people to queue" is the unconventional marketing of online red shops
Why should online red shops use the line marketing method or even spend money to hire people to queue?" This is an unconventional marketing method after they are kidnapped by capital. Zhu Danpong, a commentator on China's food industry, said that after financing, companies such as Magpie Tea need to use unconventional methods if they want to rapidly improve their brand and popularity in a short period of time.
2016, Hi-Tea announced that it had received a joint investment from IDG Capital, a well-known investment institution, and He Boquan, a well-known investor, with a financing amount of more than 100 million yuan. IDG Capital Partners said it had invested in only two companies online over the years, Zhou Black Duck and Xi Tea. Lianlian believes that eating duck neck is to seek spiritual stimulation, not to eat enough, it brings dopamine, spiritual stimulation is more important than the food itself. He believes the same is true of tea, which is one of the reasons IDG invests in hi-tea.
" milk tea belongs to a new generation like the category. After the rise of this consumer group after 00, milk tea will make a big difference in the future. Hi tea in the early stage of the build-up and layout of the very successful, so attracted the favor of capital. There is nothing wrong with this investment trend, but whether a hundred million dollars of capital is worth it is debatable. Zhu Danpong commented on this.
he said that investors in the enterprise, the pursuit of corporate profits, scale, brand maximization. "For some categories, if there are no technical barriers, there must be brand barriers; We can see that the technical barriers to tea do not exist, brand barriers are being established, scale barriers are not up.
and in this way to carry out popularity and rapid brand promotion is one way, Zhu Danpong believes that these online red shops still have a lot of suspicion of employment, "a lot of people do not believe, but normal business will not be such an operation." After the enterprise is kidnapped by the capital, the operation of the enterprise is not healthy, the net red product is weak, it is easy to appear a flash in the pan. Wen
/Reporter Wen Wei/Visual China.