50元代金券能否挽回西贝困局？

Core Insights - The article discusses the recent surge in customer traffic at Xibei during the National Day holiday due to promotional strategies, including a 100 yuan no-threshold voucher and price reductions on core dishes, but highlights the challenges the brand faces in maintaining customer loyalty post-promotion [1][4]. Group 1: Promotional Strategies - Xibei experienced a significant increase in customer traffic during the National Day holiday, attributed to the introduction of a 100 yuan no-threshold voucher and price cuts on key menu items [1][4]. - The promotional strategy included a follow-up offer of a 50 yuan voucher for purchases over 50 yuan, which was applicable across all stores and valid for 30 days [4]. - Despite the initial success in attracting customers, the article notes that the influx of patrons was largely temporary and dependent on the continuation of these promotions [4][6]. Group 2: Customer Behavior and Perception - Many customers were drawn to Xibei primarily due to the availability of vouchers, with some expressing that they would not return without such discounts [3][5]. - There is a prevailing consumer perception that pre-made dishes are associated with lower prices, leading to skepticism about price increases once promotions end [5][6]. - The brand's previous handling of public relations regarding pre-made dishes has damaged consumer trust, complicating efforts to retain customers [5][6]. Group 3: Long-term Challenges - Xibei faces a critical decision regarding its target customer base, struggling to balance the appeal of freshly made dishes with the cost advantages of pre-made options [6][7]. - The article suggests that the recent surge in customer numbers is a temporary fix rather than a sustainable solution, indicating that a more profound transformation may be necessary for long-term success [7]. - The ambiguity in Xibei's positioning—trying to attract both budget-conscious and mid-to-high-end consumers—may hinder its ability to establish a clear market identity [6][7].