WeChat Marketing of Catering Industry from Consumers’ Perspective <br/>—Taking “HaiDiLao” and “Little Sheep” as Examples

Abstract

With the development of science and technology, more and more social softwares emerge. In this context, new marketing ways also emerge in an endless stream. WeChat marketing is a new marketing mode following the micro-blog which also relies on social network, and it has been widely applied to all trades and professions. Being Chinese traditional enterprises, the catering industry is also facing with increasing competition. Thus, considered as an important means to cope with the international competition, WeChat marketing is essential for the catering industry marketing. On one hand, catering enterprises demonstrate delicacies. On the other hand, they listen to the voice of, and try to meet the demand of consumers by WeChat, and then take action timely according to the changes of the market, by adjusting enterprise marketing modes and launching new products. This paper takes HaiDiLao and Little Sheep, two well-known catering enterprises in China, as empirical examples, and briefly analyzes their WeChat marketing of how to operate in the catering industry from the consumer’s point of view. Meanwhile, by comparing and analyzing the WeChat marketing of HaiDiLao and Little Sheep, the advantages and disadvantages of each enterprise were summarized respectively. Consequently, recommendations for their development and improvement were put forth.