Text | Plums from the Tiexi District
(This cover image is from the movie version of "Watchmen", which does not match the article, and hopes to match the world)
Last week, Haidilao was exposed to label users, and the specific situation is believed that some readers have already understood:
Image images are shown on their respective watermarks
Collecting user characteristics is a very typical situation in the automotive industry. Many years ago, I just entered a public relations company to represent car brands, and my first business trip was to follow the owner on a tour of the factory, and the marketing department asked to write a copy describing the characteristics of the owner. At that time, I did not understand the purpose of this copywriting, whether it was to let the marketing department employees understand the characteristics of the car owner as an information reference, or to refine the part of the owner's characteristics that meet the product tone as a promotion reference, and finally decided to use the latter standard to write, and finally the draft passed.
If the above case is still relatively vague, we have also received some relevant information of existing owners for each model (obtained through legal channels), the classification of potential customers during the customer survey before the listing of new cars, the induction of the new customer image during the listing communication period combined with the characteristics of the existing owners of the brand, and so on.
User portrait
Regarding Haidilao's collection of user characteristics, many people believe that this is a target user portrait. It is indeed possible, after all, it also includes information such as physical characteristics, but it has to be said that it is unlikely, because this behavior is meaningless.
The marketing of traditional car companies is well understood, and many people have heard of user descriptions, which are clumsy overall. Or take a case when I was in a public relations company, when an SUV was listed, the brand minister wanted to make a speech on the target user image, the manuscript was made about 10 times before and after, and when the brand minister read this manuscript at the press conference, I heard the dialogue of the media teacher next to me:
"What does this mean?"
"Cough, don't talk about people."
Delineating target users is a very typical marketing behavior of car companies, but is it indeed the mainstream marketing behavior in the business world? Actually, there are doubts.
Yes, we can all see that technology hardware companies, fashion brands, luxury brands and other mass consumer goods will strictly screen advertising actors and print models, but that is not to delineate the user group, but to find the greatest common denominator. To put it simply, advertisers are actually choosing the image of ordinary people among mass users, and the only qualification is probably only the price – in fact, it is not necessarily - for example, Apple models always live in fancy apartments, wear plain clothes, slim, fresh hairstyles, in the early years are usually white, in recent years there will be more African, Latino and Chinese faces.
In the field of mass consumer goods, the significance of advertising models is to let everyone in their consumption level see that the model will correspond to themselves, at least not too far. And car advertising, often eager to include age, three views, consumption habits, lifestyle and all other personality characteristics.
In the past, all car companies are delineating target users, no one knows whether there is any other possibility, and now Tesla even has no advertising and no models but sweeps the world, and its success proves a truth: a product, its target users should be everyone. You may have questions, does that not consider the price factor?
Yes, the price factor is less important. A large part of the reason why rich people buy Rolls-Royce and Hermès is because everyone knows that Rolls-Royce and Hermès are symbols of high class. The target users of any product should be everyone, and to give another example of the opposite of Rolls-Royce and Hermès, the pretentious guys in wall Street offices who, when they are thirsty, will take a can of Coke out of the refrigerator.
Coca-Cola transcends profit and cost in its classic ad "I'd like to buy the world a Coke," symbolizing love and peace
Haidilao, such a popular catering brand, is simply superfluous to do user portraits.
is the cost
If this is not the reason, there is only one explanation left: the acquisition of information is to understand the user's dining preferences, optimize the dishes and services, including upgrades, and, most importantly, reduce costs.
This possibility is much higher, after all, everyone knows that Haidilao started by relying on the rich services provided by flexible management methods. And last year, because of the misjudgment of the epidemic, Haidilao's adventurous advance led to huge losses. In this state, cost reduction is in fact inevitable. If this is indeed the case, then the relationship between Haidilao and the automotive industry has been reversed, not the former learning from the latter, but the former setting an example for the latter, but only for the traditional car companies.
Because new cars have long mastered this way of reducing costs.
The first thing that made us familiar with this way was the ideal ONE, this car is a real ONE, not only the first car, there is only one configuration and one price for sale. From its use as a start-up, the production line uses to the top of the efficiency, and it is not allowed to have inventory caused by different configuration models. But is that all? Not necessarily.
One | From The American Factory
Look at other pure electric new cars, count Tesla into it, as well as Weilai, Xiaopeng and so on. The division of different price models of these new companies is basically around the power to do, the core difference is battery life and motor power; and then there is the intelligent driving basic hardware, such as Xiaopeng P5's lidar; as for the traditional car companies have been using the configuration with the price of the incremental way, the new car company's models are often only sporadic performance, such as driving mode more, intelligent rearview mirror function more, etc., the difference is very small.
If so
So why does Haidilao collect the physical characteristics of users? (In the previous response, Haidilao announced that it would not collect this information again) What is the significance of this to optimize the product line?
Now that we've asked this, why do those apps track our behavior on other apps and websites? Why do those smart TVs have access to other hardware on the same Wi-Fi network at the same time? What does this mean for them?
Some people say "big data" or something like that, or so it seems. Businessmen will always want to know as much information as possible about users, even if there is a huge amount of redundant and meaningless information, they also hope that they can collect, "maybe when they can use it." But go to theirs, why do you have to think from their point of view? Haidilao's news this time tells us a truth:
The act of commercial organizations collecting information is itself a label, and it's not even just a matter of invasion of privacy, but also about judge personality.
No one should be experiencing these.