Xibei apologized for being suspected of taking the opportunity of marketing and responded: "There is no time for hot marketing"
Beijing News (Reporter Zhang Xiaorong) Xibei first denied the price increase, and then admitted to the price increase and apologized. For a while, the Internet questioned its opportunity marketing. On the evening of April 11, Xibei Vice President Chu Xueyou denied in response to the Beijing News reporter that he apologized mainly for clarification to consumers. Now that catering companies are saving themselves, "there is no time for hotspot marketing." He believes that in the medium and long term, price increases are an inevitable trend, but at this time, "price increases have failed customers' feelings, so we are indeed wrong."
After Haidilao apologized for the price increase, Xibei Chairman Jia Guolong issued a statement on his personal Weibo in the morning of April 11 to confirm the price increase and said, "At this time, the price increase is not correct. All the price increase of takeaways, dine-in dishes The price returned to the standard before the store closed on January 26, 2020. "On April 7, Yu Xin, director of public relations at Xibei, denied the price increase to the reporter of the Beijing News, saying that the latest price adjustment was in December last year. .
This is the first time that the price of Xibei, which specializes in northwestern cuisine, has risen in price again. There are even consumers on the Internet who believe that Sibei followed the apology and rubbed the heat of Haidilao.
In response, on the evening of April 11, Xi Bei, Vice President Chu Xueyou, responded to a reporter from the Beijing News: "The main purpose is to clarify to consumers. Now catering companies are saving themselves, trying to find ways to increase passenger flow and control costs. Hotspot marketing. Moreover, Sibei also introduced a discount of 100 minus 50, if it is for marketing, the financial cost is too high. "
Chu Xueyou further explained that before Sibei denied the price increase, but after internal verification, it was found to be inaccurate, so the increase should be clarified to consumers. At the same time, Sibe also realized that some customers are taking care of Sibe's business, and the price increase is indeed inappropriate. The company must also take care of the consumer's mentality and mood and consumption expectations, recognize the mistakes in time, and adjust the price-increasing dishes back. .
"In the medium and long term, price increases are an inevitable trend unless all costs are greatly reduced, and the scale advantage of dinner is not as good as fast food, and it is impossible to minimize cost control." From the perspective of Chu Xueyou, the rising prices of catering should be viewed from the general trend. Raw materials, labor, and rents are all rising. If these costs do not fall, the price decline will be limited. But at this time, although only a dozen stores are not suitable for price increases, consumer psychology has just recovered. Everyone comes to Sibei to support the business. If Xibei finds a price increase, it will disappoint customers.
According to Chu Xueyou, 80% of Sibei ’s dishes had the same price before, but some dishes were fine-tuned according to the region and business district.
As for Sibei, is there any price increase plan in the next 3-6 months? Chu Xueyou said he was not sure, but at least he would not raise prices until May 31st. "It is impossible to increase prices while giving preferential treatment."
Beijing News reporter Xiaorong Zhang