Some people say that this year is the first year of public opinion on migrant workers, and you must not offend them.
Manner Coffee, known as the "sweatshop", was exposed to a series of negative "employees pouring coffee powder and slapping customers' ears", and the mystery of La Mer was also on the hot search.
Source: Xiaohongshu netizen Zhuang Er
Some netizens revealed that the sister of the sea blue mystery cabinet in a shopping mall in Shenzhen was also splashed by customers, although it was old news last year, but it did not affect the heat of the discussion.
Source: 1024 Commissioner
The Law of Attraction tells us that when a news event is widely reported and the public sees it, you will unconsciously pay more attention to it and then find more similar things.
In this context, Luckin next door won by lying down, and Chayan Yuese was also busy sticking to his face and opening up, and actually launched a grievance consolation money.
Source: Pear Video
When employees are under pressure from customers beyond their control, especially the service quality is not appropriate, so they encounter grievances, abuse, intimidation, etc., Chayan Yuese will issue a bonus of 500-5000 yuan depending on the actual situation, and add an additional 1 to 3 days of paid leave.
Although this wave was a slap in the face of a certain Internet celebrity coffee, it was also evaluated as a tea in the tea.
There are also concerns about whether it is true comfort or pure painting, and it is the key to be able to land.
Of course, at this juncture, it is not excluded that the intention of the drunkard is not to drink, but to rub the heat.
But in any case, it finally made the tea face pleasant, and it understands traffic.
Marketing pays attention to the right time and place, if the tea and beauty are at another node, and they quietly issue this regulation in the official micro, then they can only entertain themselves.
But if you choose to work after the coffee storm at Manner, the nature changes completely.
The topic of this grievance award is no longer a simple employee welfare, but a few levels of sublimation:
First of all, conform to the public sentiment and take advantage of marketing to provide emotional value to employees and workers across the network.
Just like Xiang Piaopiao and Cha Baidao, one is to cater to the national sentiment of the public to ridicule Japan's nuclear sewage, and the other is to cater to the public's distressed fat cat's emotional donations, all of which are cases of relying on emotional marketing to get out of the circle.
Returning to the tea and beauty, not to mention that there are many grievances in the service industry, there are frequent conflicts between store employees and customers, and such a bonus setting is very necessary.
The brilliance of the tea face is that it conforms to the public opinion environment of "being good to employees", and launches the grievance award in a timely manner, which smoothly undertakes the flow of Manner.
Therefore, whether it is active hype or passive catering of the brand, netizens will also praise the brand when they see the humanistic side of the brand.
Secondly, learn to serve the benchmark of the service industry and listen to the persuasion marketing.
This benchmark is Fat Donglai.
You must know that the last grievance award was set up by Fat Donglai, which is to give employees with normal work processes a grievance subsidy, which will range from 500 yuan to 5,000 yuan depending on the situation.
Source: @IT Observation Ape
But in fact, this is just one of the benefits that Fat Donglai is boasted of, when other people's companies are busy with 996, 007, and big and small weeks, Fat Donglai puts employees first:
Increase the salary of employees, add 10 days of unhappy leave to employees, and prepare 8 pages of PPT for employees to publicize customer disputes, instead of giving employees grievances and blame.
In the hearts of many workers, Fat Donglai is like a "fairy company", so everyone always says that other companies should hurry up and copy Fat Donglai's homework.
Tea and joy are just listening to the persuasion to learn from Fat Dong, and through marketing the grievance bonuses of déjà vu, show brand care and pull a wave of goodwill for yourself.
In the end, Cha Yan Yue Se is worried about being left behind and forgotten, and wants to brush up on her presence.
You must know that not long ago, several capitals, including Tiantu Capital and Yuansheng Investment, began to withdraw their shares from Chayan Yuese.
In addition, last year's net profit was only 500 million, and it was left far away by Mixue Bingcheng and Overlord Chaji.
This time, Chayan Yuese launched this special award, probably because he began to be anxious after being abandoned by capital, worried that the brand would be forgotten.
Therefore, it cannot be ruled out that Chayan Yuese will start to curry favor with migrant workers and appease consumers.
It's true that tea and beauty will come to things, and it's also true that accidents often occur.
As a regional Internet celebrity brand, every time the tea is pleasant, there is a whole life or good or bad comments, which can always cause controversy and be questioned with some marketing traces.
This is also why even if the grievance consolation money is launched this time, the first reaction of some netizens is marketing.
Let's talk about the weird smell of yin and yang, and the copywriting and marketing of tea and pleasantness are accused of a strange smell of yin and yang.
The official account of Chayan Yuese once tweeted "It's been two years, Chayan hasn't figured out Wuhan too much" - Wuhan, ranking first in Chayan customer complaints, was accused of connotating that Wuhan customers are difficult to serve, and there is tea in tea.
Source: Chopped pepper Spicy
When it comes to copywriting, we have to mention the name of Chayan's signboard, before the signboard of Chayan's new store in Nanjing caused controversy, exposing a cold knowledge of Chayan.
The English translation of Chayan Yuese is SexyTea, which has been questioned for playing a sideline.
Source: Weibo netizens
I have to say that Chayan Yuese understands name marketing, and even the Kaizi brand tavern directly incarnates as "the god in charge of youth pain literature", which is really difficult to evaluate.
Day and night poetry wine tea series: "The days are short and the nights are long, why not travel with candles" and "Poetry and wine take advantage of the years".
Cocktail tea series: "Strange and full of wounds" "He loves me and stammers"..... Take a look at the days when you dream back to the non-mainstream.
Source: Chief Creative Officer
If you say that the name of tea is pleasant, half literary and artistic, half casual.
Then ten people ordered, ninety percent were silent, and one percent escaped.
When you are wondering whether this is an order or social death, you don't know that you are pinched by the social death marketing of tea and beauty.
After all, the social bull is ecstatic and the social fear is silent, each accounting for half, this is the traffic brought by the conflict.
You can choose not to order the social death, but if you order, you have to queue up for a long time to collapse.
Generally speaking, when we order milk tea, we basically place an order through a small program, and then pick up the meal when it is ready.
However, the rules for ordering tea and pleasant colors were complained about as "penalty station" marketing, and drinking milk tea was lined up three times.
The first row is "pre-ordering", the second row is to brush the verification code, and the third row is to pick up the meal, generally speaking, the whole process takes nearly half an hour.
In the words of netizens, it is: I am here to drink milk tea, not to punish the station.
In order to ensure the taste experience of customers, under the pressure of public opinion, Chayan Yuese launched the program of "verification for 5 minutes without a cup and free order".
Source: Pear Video
For a milk tea brand, such a queuing mode is inevitably questioned as marketing:
Create a queue scene with a lot of people in the store, and attract consumers to join in the fun driven by herd psychology and curiosity.
When many milk tea brands are crazy about co-branding, Chayan Yuese is still immersed in the queuing culture.
However, what makes netizens most difficult to let go of is the peripheral marketing of tea and pleasantness, which is questioned for being an insulting woman.
It stands to reason that the main consumer group of milk tea groups is girls, and milk tea brands should also pay more attention to the boundaries of marketing.
But the tea face is pleasant, and he has planted his heels in peripherals and products such as "picking up leaks", "I want an official", and "second wife", and has fallen into a storm of insulting women.
Source: @大鹅喊你来吃瓜
The frequent overturning of tea and pleasantness also brings us an inspiration, not all categories are suitable for adding sexy and playful elements.
You must know that the Internet celebrity filter of tea and beauty is largely because of sticking to Changsha, the base camp of the red city, but the word "Internet celebrity" is not a reason to find excuse after tea and beauty affect the user experience.
But in any case, excessive marketing is not advisable, the highest level of marketing is sincerity and tap water, allowing users to do word-of-mouth from the heart, just like Fat Donglai can always attract netizens to take the initiative to spread.
For Chayan Yuese, it is necessary to return to the consumer and return to the product, otherwise the Internet celebrity filter will only break faster.
At the end of the day, consumers don't keep spending for hype.
So this time the launch of the grievance consolation prize is a good start for Chayan Yuese?