China News Service Client, Beijing, April 11 (Zuo Yukun) "Retaliating price increases" didn't start long, and the catering industry seemed to set off a wave of "apologies".

Haidilao's apology on the 10th has not dissipated. On the 11th hot search list, the keyword "price increase, apology" was also seen. This time the protagonist is Xibei Lumian Village, which is also a star company.

After denying it and apologizing, Sibei "Schrodinger's price increase"?

"We did increase the price. Your opinion, I received it. The price was increased at this time, not right." On the morning of April 11, Jia Guolong, chairman of Xibe Catering, personally apologized for the price increase. "From today, all price increases The prices of take-out and dine-in dishes have returned to the standard before the store closed on January 26, 2020. "

Then Xibei Xiaomian Village's official Weibo reposted Jia Guolong's apology Weibo, saying "I'm sorry everyone". Xibei Xiaomian Village official WeChat also posted this letter of apology directly.

An open letter issued by Xi Guo Catering Chairman Jia Guolong.

Earlier, at a time when the price hikes in the catering industry were tumultuous, Xibei was once questioned by sharp-eyed netizens. In this regard, on April 7, Xibei Catering Company publicly stated that after the company confirmed to each district on April 7, there was no price increase in Xibei after the epidemic. The last price increase was in December 2019. The reason is the rising cost of raw materials.

In an open letter on the 11th, Jia Guolong also specifically pointed out that the previous price increase of Xibei Lumian Village was not a nationwide store, but around the Yangtze River Delta, mainly in Shanghai.

Specifically, from February 1, the 18-course takeaway dishes in Xibeiyan Mian Village Shanghai and the surrounding 8 cities have risen by 1-10 yuan. Starting from April 6, 25 restaurants in 12 stores in Shanghai have also risen by 1-10 yuan. The prices of dine-in meals at 374 other stores across the country have not changed.

In addition to the price returning to the standard before the store closed, in order to show sincerity, Xibei also decided to eat in 386 Xibeimen restaurants in 59 cities across the country before May 31, and can enjoy a discount of 100 yuan and 50 yuan back. Jia Guolong said, "The 50 yuan rebate can only be used next time. In fact, we are very difficult, and I hope you will support the business."

"The epidemic has caused more than 20,000 employees to be out of work, and the loan payment can only last for three months!" Jia Guolong's remarks caused an uproar in the early days of the epidemic. As the first enterprise to ask for help publicly at the time, many people who didn't know much about Sibei or even hadn't eaten were discussing the business dilemma of Xibei and the entire catering industry.

On the 11th, in the phrase "We are actually very difficult, and I hope you support the business", netizens seem to have some familiar taste again.

All apologize, netizens react very differently

Less than a day later, it is difficult for everyone to associate Xibei ’s apology with Haidilao ’s apology on the 10th.

Since last week, many netizens have reported on social media that the prices of Haidilao stores have increased. On April 6, Haidilao admitted that the overall price of its dishes would increase by about 6% after resuming work.

On April 10, Haidilao hot pot official Weibo issued an apology letter saying that the price increase was a wrong decision of the company's management and hurt the interests of Haidilao customers. We are very sorry for this. As of now, the prices of food in stores in mainland China have returned to the standard before the store closed on January 26 this year.

Data map: A Haidilao store in Hangzhou. Image source: China-Singapore video

Sibe's letter of apology looks exactly the same as Haidilao's operation. However, unlike Haidilao's apology yesterday after many netizens praised it, the apology from Xibei Lumian Village attracted many different voices.

The first thing that triggered the complaint was that some netizens felt that Sibei's previous price was already very expensive, so why did it have to rise again.

"Sibei was not cheap at first, more than thirty yuan for a cold skin, and a face price increase ..." "Sibei is really too expensive. There are more than thirty kinds of cold vegetables and gluten and other vegetables, and 80 meat dishes. There are twelve small and three small ones at the top of the cake, with more than forty noodles. I ca n’t afford it. "

Some netizens said bluntly: “It is normal for small restaurants with little gross profit to bear the price increase. Brands that are already expensive and have high profits. At this time, the price increase is more difficult to understand.”

Others believe that Sibei posted a post following the heat of apology in Haidilao. Such copy-and-paste marketing is suspected: "Haidilao is a master of marketing. Following the apology may not be the essence."

However, as far as "Sibei apologizes for the price increase" rushed to the No. 1 hot search position, is this Xibei move right? As one netizen said: "Everyone knows that the world's highest peak is Everest, but few people in the world know it. Today, Xibei proved to us that everyone can remember the second price increase The apology is Xibei Lumian Village. "

So, who will be the third to apologize for the price increase?

@ 喜 茶: Netizens call you to copy homework

"The apology statement hasn't been written yet?" "That, Sibei and Haidilao have come back ... you see ...?"

Facing the operation of peers queuing in the past two days, the most anxious thing now is nothing more than the happy tea of ​​"the price of several products has increased by 2 yuan". Starting from the Haidilao statement, the comments on the official Weibo Weicha website were urged to be screened by netizens.

"Hurry up to the announcement, but I think you will be scolded if you don't announce it." This comment from the netizen can be described as a dilemma for Xicha at the moment.

Hi tea. China News reporter Li Jinlei

In fact, the catering industry is not easy, everyone knows, otherwise, there will not be the scene of "office officials" serving the "office" in many places in the country not long ago.

According to the “Research Report on the Impact of the New Coronary Pneumonia Epidemic on the Chinese Chain Catering Industry” released by the China Chain Store and Franchise Association, the revenue of catering companies in the first quarter of 2020 is generally expected to decline significantly, of which about 16% of companies expect zero income Businesses expect revenue to decline by more than 70%.

"Don't bother me, I only increased two!" Hi tea faced the difficulty, and some netizens laughed: "Don't bow your head, the milk cover will fall off," "Xi tea will come out and apologize?" ? Would you like to bet on a glass of succulent grapes? "

Whether it will rise or not, this is a problem

Increasing prices is undoubtedly the fastest way for catering companies to revive their performance, but it is obviously a double-edged sword.

"I know today, why should I have been." Hu Chuncai, a retail expert and general manager of Shanghai Shangyi Consulting Management Co., Ltd., told reporters from China News that the company is still short-sighted. "Although companies are facing financial pressure, they should still digest internally and should think of creating more value for consumers."

"Purely from the perspective of the operator, the price increase is understandable, but if you really stand at the customer's point of view and stand at the height of the company's mission, vision and values, this price increase behavior should not be true, and it is detrimental to the company. Long-term and overall image. "Hu Chuncai thinks.

The menu on the Xibei official website. Screenshot

Some analysts believe that, affected by the epidemic, the consumption power of citizens has declined and they are sensitive to the price of catering. The price increase may cause the citizens to tighten their pockets. "Self-help is urgent, but the methods can be varied."

In the catering industry where "customers are God", indicators such as turnover rate are king. "Price increase is the right of the merchant, and it is my right to go or not to eat." This sentence can comfort consumers well, but for the merchant itself, it is a fatal blow.

"I hope that while the price is going down, the volume should not be quietly reduced." "Appropriate price increase is understandable, the key is to do a good job of hygiene and safety protection." Jia Guolong's comments on Weibo below may represent the simplest voices of consumers — — Want to eat affordable and safe meals.

"Thank you for your interaction, we will take it seriously and think about it." Jia Guolong said when replying to netizens on Weibo.

Are you satisfied with Jia Guolong's reply? Haidilao and Xibei apologize for the price increase, what do you think? (Finish)