First of all, let's take a look at the spread mode of Master Xi's Chinese hamburger: First, one of its founders posted an entrepreneurial story "Why did I quit my job to sell Chinese hamburger" on the official account of WeChat, and the article was widely forwarded in the circle of friends. One of them became interested in this story after seeing it from the media author Cheng Zhe, and then conducted a personal interview and wrote an article "Entrepreneur's Notes: The development of a Chinese hamburger is no less than a search engine". The author posted this article on the new media technology blog Tiger Sniff. Articles about tiger sniffing. Com has triggered a lot of follow-up by traditional media including TV stations. Therefore, Chinese hamburger began to spread widely among mass consumers.
The spread of Chinese hamburger is different from traditional products. The transmission path of traditional brands is products-mass (traditional) media-mass consumers; The spread path of Chinese hamburger is product-enterprise from media-technology from media-new media technology blog-mass (traditional) media-mass consumers.
In addition, the difference between the two is that the traditional way of communication is to inform the public consumers directly, while the way of communication of Chinese hamburger is to spread widely in the scientific and commercial circles first, and then spread to the public consumers.