The red-net cake shop hires people to line up, and there's an online catchphrase: "I walked the longest road, it’s your routine." Today, this could be rephrased as: "I have the longest team, all nursery teams."
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Introduction: Catering brands like Heytea, Little Something, and Bao Master, among others, have been besieging and expanding rapidly across cities. Surprisingly, these catering brands have quickly become "internet sensations" through the craze of long lines. However, recently, many internet-famous tea and pastry shops have been exposed for lining up not because of how good the drinks are, but rather due to hiring people to create artificial popularity.
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Internet-famous Cake Shop Hires People to Line Up
July 14, 2017 - 19:18
On various social platforms like Weibo and WeChat, beverages and cakes from internet restaurant brands have become a form of炫耀for many people. This sense of superiority doesn’t come from their deliciousness, but rather from the difficulty of obtaining them. Netizens constantly boast about spending hours in line to make a purchase: an average of 2 to 3 hours for Heytea, six hours for Xinghua Lou Rousong Youth League during Qingming Festival, and seven hours for Shanghai Bao Master Dim Sum. Some even pay double the price to get their hands on these items. The reason why it takes so long to queue up isn’t necessarily because these online restaurant brands are particularly attractive when they open. Instead, it’s often due to a "sacrifice"—hiring people to line up to quickly generate buzz. According to reports from the video platform of the Shanghai Radio and Television Corporation, there is a person who said: "At that time, I actively approached Bao Master and cooperated with them." The reason for choosing Bao Master was simple: initially, consumers didn't understand the store. The first step was to let everyone know that Bao Master existed.
On the opening day of Bao Master, the "cattle" had at least 70 people lined up. Eventually, Bao Master hired many people to maintain the queue for at least a month, with some providing over 200 instances of manpower for Bao Master. Insiders say that Heytea hired more than 300 people on the first day of its store to keep the line going. Even the queue personnel are very particular about their composition—students, young people, white-collar workers, and middle-aged individuals all had to arrive in batches. Although Heytea has denied the fake queues, it doesn't seem entirely convincing.
It's the ultimate marketing strategy for internet-famous cake shops to hire people to line up, achieving precise marketing through the internet
July 14, 2017 - 19:18
Whether or not these internet restaurant brands truly hire people to line up for fraud, in short, they created a hot phenomenon through massive queues. This is, in fact, a common model used by internet companies. The allure lies in using small gifts online to encourage scanning QR codes, downloading games/applications, and promoting internet products and apps. Internet restaurant brands tailor their lines to the attributes of their physical stores, targeting consumer groups that love trendy things. From the marketing chain, their ultimate goal is on the internet. Viral spread, which is most likely to produce cluster effects on the internet, is vividly expressed in the popularity of internet restaurant brands.
Although it hasn't been confirmed whether these internet restaurant brands employ "internet armies," according to marketing management, there is a certain possibility. Perhaps it was the "internet army" that helped boost the spontaneous spread of information. The offline queue phenomenon became popular on the internet, attracting more and more people to "check out the excitement" and buy from online restaurants. In the end, the snowball effect of word-of-mouth promotion made the internet restaurant brand increasingly popular.
When the internet-famous cake shop hires people to line up, how long can the internet-famous manufacturing process stay hot?
July 14, 2017 - 19:18
Nowadays, it seems that creating an internet restaurant brand is becoming easier and easier. As long as there is enough capital to "burn money" in the early stages, an internet sensation manufacturing production line can be established. It is understood that Heytea has received joint investments of over 100 million yuan from IDG Capital and renowned investor He Boquan. Obtaining investors' money is not easy. With sufficient cash flow, Heytea may continue to duplicate similar routines in multiple cities and continue to create hotspots. But how long can such a routine remain popular? Before O2O went crazy burning money and then collapsed; now after shared bike companies burned money, many have exited... If other milk tea and pastry brands receive capital injections, it will lead to vicious competition. How many restaurants can sustain this?
And consumers will eventually see through these routines. Once consumers stop buying into it, internet-famous food and beverage brands will have no foundation for survival. By then, perhaps they will have to rely on quality to survive honestly.
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