Everyone knows Chen He. His representative works include "Love Apartment" and so on. Recently active in short videos, he not only started live broadcasting to sell goods, but also started to promote his hot pot restaurant. Come on, let’s take a look at Chen He’s business acumen!
Celebrities opening restaurants is nothing new.
Many celebrities hope to use their traffic to develop side businesses across industries, making money while also giving themselves a more stable guarantee. Therefore, it has become very normal for celebrities to engage in catering. Whether it is the first-tier star Jay Chou or the third-tier small stars, they have crossed over into the catering industry. Generally speaking, when celebrities do catering, they either open milk tea shops or noodle shops. Turn on the pot. According to incomplete statistics from third-party data, 75% of celebrities choose catering as their side business, 10% choose to open bars, and 15% choose to sell clothing.
Why do celebrities prefer to open hotpot restaurants when they have side jobs?
First of all, eating hot pot is something that the more people eat, the more enjoyable it is. Secondly, celebrities will lack experience in running restaurants. The last thing they don’t know is how to control the taste or quality of the dishes. In addition to hot pot, Cantonese cuisine, Western food, seafood, etc. all rely particularly on the skills of chefs. In addition, seafood has very strict requirements for ingredients. There are many problems in the purchase, transportation, and preservation of seafood. Once the seafood becomes stale or dies, there will be losses and the risk will be greater. Hot pot is the simplest among them.
The chefs only need to prepare various bases that suit young people's preferences and choose fresh ingredients, and the rest is the customer's business. If the hot pot doesn't taste good, it's because you have the wrong seasonings and it has nothing to do with me. Because hot pot is cooked and eaten by customers themselves, it greatly reduces the difficulty of operation. It does not require many chefs and reduces customer complaints. Moreover, hot pot restaurants do not need to hire many particularly high-end chefs, so the investment is reduced and the return on investment is faster; the per capita consumption of hot pot is The consumption is about 100 yuan, which basically belongs to the restaurant that does the least work and earns the most money
Of course, the overall net profit of hot pot is decreasing now, but celebrity hot pot restaurants are attracted by celebrities The power is naturally better than that of ordinary hot pot, and the flow of people is larger. Moreover, the price of star hot pot restaurant will be slightly higher than that of similar hot pot restaurants. Mass consumption has a characteristic: the per capita consumption is not particularly high, but the frequency of consumption is particularly high. Hot pot is so popular in public catering, and it has another major feature that is different from other dishes: it is suitable for them and it is a low-value proposition, and even if it helps promote it, it will not charge too much.
Chen He teamed up with Internet celebrities to make jokes. It was actually a win-win situation. For Chen He, his hot pot restaurant received publicity, and the results were very good. The number of views increased by millions and millions. People don’t have to spend any money, and the publicity effect is better than that of celebrities. These Internet celebrities have high traffic, are popular, and are engaged in mukbang, so they are considered vertical. As for Internet celebrities, their influence is further expanded by co-producing jokes with celebrities. This is also a kind of endorsement and proves their popularity and influence.
Chen He is very smart. He sees the difference. The effect of hiring Internet celebrities is better than hiring celebrities. His own cost is also very low, and he also achieves good publicity effects. Star effect and internet celebrity attributes are perfectly combined.
With his fame and good popularity, his hot pot restaurants are becoming more and more popular. In the past two years, hot pot restaurants have developed rapidly and have stores in major cities. There is an endless stream of people checking in every day, and some even have to wait an hour or two to get a bite of hot pot during prime time.
So, Chen He’s business acumen really can’t be faulted