Analyzing the Popularity of Hai Di Lao through Digital Marketing Methods

Abstract

This paper examines the marketing strategy of Hai Di Lao, a successful Chinese hot pot restaurant chain that has achieved significant growth in recent years. This paper focuses on Haidilao's marketing strategies, specifically the effectiveness of social media, mobile app, and search engine marketing. The research methods used in this study include a literature review and analysis of articles related to social media and app marketing, as well as user behavior on different platforms. The paper also highlights the importance of online marketing methods, such as the use of online celebrities and incentivizing customers to leave comments and write reviews through different platforms, in addressing the shortcomings of Hai Di Lao's marketing efforts. This paper aims to investigate the shortcomings of Haidilao's marketing strategies and propose effective solutions to address these issues. This research can provide insights and suggestions for catering companies to improve their marketing methods and ultimately increase their sales. The suggestions are beneficial for Haidilao to generate brand awareness, attract new customers, and increase customer loyalty. The paper argues that Hai Di Lao can improve its marketing strategy by investing in social media and app marketing, using online celebrities, incentivizing customers to leave comments and write reviews, and tailoring marketing efforts to specific user groups. By implementing these strategies, Hai Di Lao can increase brand awareness, customer loyalty, and ultimately, sales.