Although in the matter of cross-border, Haidilao has no bottleneck.
But the moment I saw the Haidilao apron being hung on ZARA (Spanish fashion brand), I directly atrophied the cerebellum. Haidilao is finally going to enter the fashion industry and co-brand with ZARA?
Source: Xiaohongshu netizens
For a while, I don't know if the apron has become sexy, or the skirt has become more down-to-earth.
Or who forgot to take off the apron after eating the hot pot and hung it up.
Did Haidilao cheat, Zara split his legs, or did you all go hungry?
How many people can't get out once they substitute for a sexy "apron" and can't look directly at the Haidilao staff.
Laughing and laughing, what netizens were worried about also happened:
Put on this skirt to eat Haidilao, and you are not afraid of being shouted by the Haidilao staff.
I'm afraid of being stopped by the Haidilao waiter: help me fill the sour plum soup.
Either they are worried that the Internet celebrity will master the new traffic password, and they will start to go to Haidilao to pose for photos.
Just when I couldn't help but sigh that Haidilao, you kid played really well, and the reversal came.
The joint name is fake, but the P picture is real.
The skirt is Zara's, and the logo is Haidilao's, but it doesn't matter if the two are put together, it's just netizen P to play.
Source: Zara Taobao page
It's true that the shirt is expensive, and it's also true that it's expensive.
A skirt sells for 279 yuan. I'm sorry, I chose to eat Haidilao and save 200.
Sure enough, Haidilao entered the fashion circle, and only needed a P picture.
Although Haidilao's foray into the fashion industry is fake, it is true that this misunderstanding brings heat, and one accidentally booked the most confusing item of the season.
Seeing this, I want to persuade ZARA, we don't have design inspiration and don't design.
It is not so much that ZARA's hot girl skirt is inspired by Haidilao, but that ZARA is familiar with "plagiarism".
Although everyone says that ZARA is one of the world's four major fast fashion chain institutions (others: American fashion giant GAP, Swedish fashion giant H&M, German affordable clothing chain giant C&A);
But ZARA is also known as the "plagiarism porter of the new style of the show", and it is rumored that at the beginning of ZARA's establishment, it became popular with an imitation nightgown.
After that, ZARA ran wild on the road of plagiarism, and when a new product came out, it was ridiculed for colliding with big names.
Source: Ivy International
Including ZARA's production during this time, it is either miu in miu or lu in lu.
Low EQ is to imitate the face of a big name, and high EQ is to be a big name replacement.
The controversy about Zara, in addition to plagiarism, is also insulting.
After the outbreak of the Xinjiang cotton incident, netizens pulled a form to boycott Xinjiang cotton, and Zara was also on the list.
In addition, Zara has also been caught in the "insult to China" storm, and Zara's previous makeup advertisement was questioned by netizens for "scandalizing Asians" because of the freckles on the model's face.
Source: The Paper
At that time, the brand responded that "it did not deliberately stigmatize Asian women, and the promotion was aimed at the world and not the Chinese market, and the model was selected by the Spanish headquarters".
So no matter how you look at it, Haidilao is unlikely to co-brand with controversial clothing brands.
However, I really recommend Haidilao, which can catch the whole work of the sky's falling traffic:
Make a wave of co-branded peripherals with clothing brands, or launch an event to eat Haidilao and send skirts.
Haidilao's joint joke this time is largely due to netizens' filters on Haidilao:
The positioning of Haidilao's "service" and the visual symbol of "uniform" have long been welded in the hearts of netizens.
In brand marketing, positioning is "nails", vision is "hammers", and Haidilao also has its own brand hammers and nails.
First of all, Haidilao uniforms are the brand's visual hammer.
A characteristic visual image, like a hammer, will run on its own long legs and run into the hearts of consumers.
Haidilao's aprons and uniforms, as conspicuous bags, are the visual hammer of Haidilao's long-term marketing.
Regarding Haidilao's apron, I have been subjected to too many spicy comments: sex toys, belly pockets
Haidilao didn't sell belly pockets, and there were many people who went to eat Haidilao, so they had Haidilao belly pockets.
A mere belly pocket is not enough to constitute Haidilao's uniform temptation visual hammer.
Speaking of uniform temptation, it is necessary to mention the story of Haidilao subject three and Halloween.
Last year, on Halloween, someone cos Haidilao waiter, blew himself up to go to a nightclub to play and pour wine for people, cos Haidilao waiter went to eat Haidilao, and brought fire Haidilao uniforms.
This year, after the three swipes of Haidilao subjects, Haidilao uniforms are also out of the circle again.
Every time netizens use Haidilao uniforms as traffic passwords, they are also acting as a promoter of repeated dissemination of Haidilao uniforms, unconsciously pushing them into a visual hammer.
In addition, Haidilao's service positioning is deeply rooted in the hearts of the people.
In the past, when it came to Haidilao's service, we would think of flushing water for 100 meters, emptying the warehouse to wholesale snacks, and arranging for you to hug the stuffed bear.
However, Haidilao still doesn't feel like it's fun, and has been unlocking new skills in recent years:
Across a line is like a line, and everything is the first place, so that you can find one more reason to eat Haidilao every day.
In industry terms, Haidilao is not a cross-border, but unbounded.
Or incarnate as Mr. Tony to wash your hair.
Source: @课代表小邹邹
Or become a celebrity fan, drive the bus to the door of the concert, and pick you up to eat hot pot.
Source: @快乐追星十级学渣
Haidilao Crazy Volume Service is not a roll-up game.
There are more and more brands making hot pot, whether it is hot pot products or hot pot taste, homogenization is very serious.
If Haidilao wants to become the only one, it must continue to revitalize its entry into new businesses and launch value-added experience services, showing brand differentiation while also stirring up its own popularity.
Over time, establish the cognition of "Haidilao is equal to hot pot with good service" in the minds of consumers.
In the end, Haidilao's "fake women's clothing" is out of the circle, in addition to Haidilao's own filter blessing, of course, the world has suffered from ugly uniforms for a long time.
When it comes to work uniforms, many people think they are dirty and ugly, which has become a stereotype.
This session of netizens like to consume the plot of "other people's companies".
Therefore, when someone else's company designs a wave of uniforms that are friendly to our eyes, it breaks our boring perception of work uniforms, and it is easy to set off a discussion of "I also want to quit my job and go to work".
For example, McDonald's, KFC and Hollyland uniforms are swiped, all of which confirm that good-looking work clothes are hard to find.
Source: Hollyland
There is also a typical example, which is the Xiaomi car uniform.
At the beginning, before the official launch of Xiaomi Automobile, Lei Jun first marketed the car uniform, and posted a photo of his personal uniform on the official WeChat.
After Lei Jun went up, it was actually the work uniform of Xiaomi car that became popular before Xiaomi car, and the factory uniform of 299 yuan was limited to 800 pieces, and it was fried until 1999.
Source: Lei Jun
Lei Jun's wave of hunger marketing made the whole network go crazy and shout:
Mr. Lei, can you give me a chance to put on the Xiaomi factory uniform and go to the Xiaomi car factory to screw the screws!
What's more, the consumer psychology behind uniforms has also been commented by psychologists: "Uniforms often represent a kind of order and authority, and the obsession with uniforms is a way to challenge taboos and obtain sexual stimulation."
Therefore, Zara's new products collide with Haidilao, and Haidilao is not at a loss, once again deepening its own uniform visual hammer and service positioning.