It's really touching! Luo's short 69-word Weibo can make a nationally renowned catering company the target of criticism by the people who are verbally criticized overnight.
In today's media environment, it has to be said that all the bosses who do physical enterprises are prey of traffic big Vs! But the more the leading companies are, the more they are the targets they are hunting! As strong as fat as Donglai, he was also hunted by waves of Chai Diudhi and others.
In the world of traffic, no one cares about right or wrong at all. The key is emotional venting! The routine is surprisingly simple and consistent, which is to "standing at the moral commanding heights and attacking it without any other."
Public opinion is surging, Xibei opens the kitchen, and founder Jia Guolong publicly clarifies and retorts, and does a lot of effective work. Especially with open kitchens, I can't imagine whether there is another restaurant in China that can open a kitchen? Is there any?
But now, I always feel that this "battle" is too "passive" and too cowardly! Mr. Luo opened his mouth and Xibei ran and broke his legs... This kind of parry is not organized and it is difficult to achieve results.
Answer the first and first question first:Who is our friend? Who is our enemy?
Is Luo a "enemy"? From the perspective of the company, I don’t think it is. He is a diner who spends real money and is also an “unusual” diner! Diners complained and pointed at their noses and cursed for a few words, which seemed to be unacceptable.
Since Mr. Luo is not the "enemy", who is the "enemy"? Who is in opposition to whom?
Let's first look at the original Weibo post by Mr. Luo:
"I haven't eaten Xibei for a long time. Today I got off the plane and had a meal with my colleagues. I found that almost all of them were pre-made dishes, which were so expensive. It was really disgusting. I hope the country will promote legislation as soon as possible to force restaurants to indicate whether they were used in pre-made dishes."
I personally understand that the end of this passage is "indicating whether pre-made dishes are used".
Does "pre-made dishes" be used in Xibei Restaurant?
This is another concept of "one pot of porridge"! There is a huge cognitive gap between professionals and the public!
This is common knowledge among industry insiders, but it is indeed a blind spot for the knowledge of the melon-eating crowd. Industry insiders know that this involves a national standard issue, but in the simple public perception, as long as it is not "kill now and slaughter now, pick it and make it", it probably belongs to the category of "pre-made dishes"!
The founder of Xibei responded very timely, and made it clear that all the dishes in Xibei store are not pre-made dishes at present; at the same time, in the response, they distinguished the concepts of "pre-processing", "pre-made dishes", and "national standards for pre-made dishes", and proposed measures such as opening the kitchen to visit.
But here, the doubts about Xibei's "pre-made dishes" have not only not been reduced, but have been fried to a new level online!
What's the problem?
Cognitive gap!
The "pre-made dishes" that the public thinks are not the same as the "pre-made dishes" officially recognized!
This cognitive gap cannot be solved by anyone coming out to popularize it. On the contrary, it is easy to fall into the "self-proverb trap" - the more you draw it, the darker it becomes!
At this point, who is the opposing sides? It's about to come out! It is a huge cognitive gap formed between the public's cognition and the "national standards" that Xibei refers to on the issue of "pre-made dishes"!
This is the root of the problem!
This cognitive fault cannot be solved by one of Xibei companies!
It is not something that government departments can change below! It is a social cognitive reality! Its change takes time and opportunity!
Xibei's most effective solution is to narrow this information gap as much as possible and start with your own restaurant. For each dish in Xibei (only indicate, don't laugh), the entire chain is marked with the source of ingredients, factory pre-processing methods, restaurant dining technology (heating, whether it is fried open flames), etc., and the supporting QR code can view the full chain production process of each dish. With a "exceeding standard" and "exceeding specifications", we will promote the "Xibei Restaurant Transparent 100% Project" to eliminate the information gap with diners.
To say "not noble", companies have no responsibility to educate consumers, and they cannot afford it. That is a pain that companies cannot bear; what companies need to do is just screening!
Xibei's battle cannot be exhausted from the issue of "proving one's innocence"!
The public's simple cognition, whether it is right or wrong, reflects it to Xibei Company, what changes do the company need to make? This is the core of the problem!
What Mr. Xibeijia needs to do now is to break out of this dispute and reflect from the perspective of business operators in the context of "the cognitive gap of pre-made dishes cannot be changed", how to optimize internal management of the enterprise, how to make consumers clear about the "past and present" of each dish at a glance, make this online debate a "vaccine" for corporate growth, and become the first catering brand that does not need to prove that it is a "pre-made dish"!
Perhaps this is the beginning. Except for the fly restaurant, every family needs to prove that they are not using "pre-made dishes"!
And Xibei was the first answerer!
Will it be the first full-scoring candidate?
(This article was first published on the WeChat public account "State-owned Assets and State-owned Enterprise Research"; author: Wang Qiang, a scholar of state-owned enterprise reform)
