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海底撈視頻聚餐叫好不叫座

海底撈視頻聚餐叫好不叫座

Erika Fry 2013-01-09
海底撈推出的視頻聚餐把高端的遠程視頻會議系統嫁接到了大眾餐飲消費之中,因此,剛剛推出的時候曾經引發(fā)廣泛的熱議。然而,時至今日,這項服務的上座率并不理想。從投入產出來看,它更像是海底撈和華為聯手進行的一次創(chuàng)意營銷。

????佛萊明餐廳的營銷經理泰瑞·霍倫說,過去五年中,這套系統的使用率顯著增長。在不同的城市,這套系統的使用率從每天到每周幾次不等。試圖節(jié)省旅行開銷的醫(yī)生和制藥公司特別喜歡這種方式,但偶爾也有私人消費,比如用Skype向親朋好友們直播婚禮現場。而佛萊明餐廳本身也會時不時地聯合旗下十幾家分店搞大型視頻聚餐活動或是利用該系統進行內部培訓。

????明星大廚和餐廳老板托馬斯·凱勒也在自己的餐廳內安裝了寶利通的視頻會議系統,這倒并不是為了餐廳的食客所準備的,而是為了他能夠24小時不間斷地管理旗下各家餐廳。

????弗雷斯特研究公司(Forrester)分析師布萊恩·王稱,業(yè)界對于這類餐廳遠程視頻系統仍持觀望態(tài)度。他說:“我不認為這類服務會在餐飲行業(yè)內成為主流,因為它不合任何商業(yè)邏輯。”以海底撈為例,據中國媒體報導,這家餐廳在這兩個視頻聚餐套間上的投入高達400多萬元人民幣(約合65萬美元),王說他非常懷疑海底撈是否能通過收取房間費來收回這筆投入。除去安裝和維護的成本,王也注意到中國的寬帶成本也相當高昂。

????但同時他也承認,這對海底撈和華為公司來說不啻為一個成功的營銷手段。華為在3月份時推出了“下一代”全景視頻通訊系統,而來自政府機構的需求也在快速增長。盡管華為公司的視頻會議系統銷往全球45個國家,但王卻說,其中大部分的銷售業(yè)績增長來自中國,財力雄厚的地方政府和機構越來越多地認識到視頻會議和遠程通訊系統的實用性。他補充說,華為公司還通過將視頻會議設備與電信基礎設施合同相捆綁的方式來實現其在發(fā)展中國家的銷售。王預計,華為設備的價格比競爭對手要低30%至50%(去年華為視頻會議系統在全球范圍內售出超過13萬套,而遠程通訊設備售出了2,100套)。

????遠程通訊設備在遠程教育、銀行和醫(yī)療保健方面的應用也是整個行業(yè)增長的動力之所在。

????反觀中國,自去年2月份發(fā)布以來,海底撈的視頻聚餐所帶來的熱潮似乎在漸漸冷卻。海底撈發(fā)言人稱,這套系統并不是每天都投入使用,特別是在工作日期間。而在全國更大范圍內推廣這個視頻聚餐套間的計劃也處于擱置狀態(tài)。

????無論中國的視頻聚餐浪潮是否會重蹈美國之覆轍,華為公司都不太可能擔負起重振美國視頻聚餐之風的重任。去年10月,美國國會的一個委員會發(fā)布報告稱華為公司是美國的“國家安全威脅”,并警告美國留意該公司在美國的間諜活動。而多年來在美國市場上飽受此類指責的華為公司堅決否認了上述指控。

????譯者:唐昕昕

????Terri Horan, Marketing Manager for Fleming's, says usage of the systems has grown tremendously over the past five years. Though it varies by city, most of the suites are used everyday to a couple times per week. They're especially popular with doctors and pharmaceutical companies who are looking to save travel costs, but the telesuites have also been used for the occasional personal function, like broadcasting a wedding to family members on Skype. Fleming's also occasionally hosts large teledining events that involve dozens of their restaurants or uses its technology for internal trainings.

????Celebrity chef and restauranteur?Thomas Keller?also uses video conferencing (Polycom) in his restaurants and bistros, not for the sake of his diners but so he can manage his various kitchens around the clock.

????Bryan Wang, an analyst with Forrester (FORR) expects these cases of restaurant telepresence to remain exceptions in the industry. "I don't see this scaling up or out in the hospitality business. It just doesn't make any business sense," he says. In the case of Hai Di Lao, which was reported in the Chinese press to have spent more than 4 million yuan (about $650,000) on the two suites, Wang is skeptical the franchise could ever make up the cost of the system with what it's charging customers. Aside from the costs of installation and maintenance, Wang notes that bandwidth in China is extremely expensive.

????At the same time he acknowledges it's a useful marketing ploy for both Hai Di Lao and Huawei, which previewed its 'next-generation' full view telepresence system in March and has seen fast-growing demand for products from the government sector. While Huawei has sold its videoconferencing technology to 45 countries around the world, Wang says much of this growth will come in China where deep-pocketed provincial and local agencies are recognizing the utility of videoconferencing and telepresence systems. He adds that Huawei has also capitalized on networking contracts it has with governments in developing countries, by bundling video conferencing equipment in deals for basic infrastructure. Wang estimates Huawei's prices are 30-50% lower than its competitors. (Global bookings for Huawei's videoconferencing products last year exceeded 130,000, for telepresence units 2100.)

????Applications for telepresence in remote education, banking and health are also sources of growth industry-wide.

????Back in China, the enthusiasm for Hai Di Lao's remote dining appears to have cooled since its February launch. A spokesperson for the company said the systems are not used everyday, particularly during the week. Plans for rolling out remote dining rooms in other branches across the country also have been put on hold.

????Whether or not teledining in China goes the way of teledining in America, it's unlikely Huawei will be the company that revives a remote dining movement in the States. In October, a Congressional Committee issued a report calling Huawei a "national security threat" and warning of its potential to spy on Americans.?Huawei, which has faced such allegations for years in the States, fiercely denies the charges.

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