Recently, Sushi Lang, an internet celebrity sushi restaurant in Hangzhou, has attracted widespread attention due to scalping chaos. Ms. Wang got the number 3532 while queuing, and she waited from 11 a.m. to 2 p.m. There were more than 3,200 tables in front of her. This long wait made her feel overwhelmed.
While Ms. Wang was queuing, a scalper took the initiative to sell dining numbers door-to-door. The other party offered a price of 120 yuan each, claiming that if you buy it, you can eat directly in the store. After some haggling, Ms. Wang finally settled the transaction at a price of 80 yuan. This behavior of increasing the price to buy an account is not uncommon among people queuing up.
In response to this phenomenon, the clerk in charge of calling orders at the Sushilang store said that although the store has taken a number of control measures to try to limit scalpers, the actual results have been little. Lawyers pointed out that the behavior of scalpers reselling license plates has been suspected of disrupting public order and requires relevant departments to strengthen supervision.
Information shows that Sushilang was established in 1984 and entered mainland China in 2021, with its first store in Guangzhou. Since last year, the brand has shown strong appeal in the catering industry and can be called a phenomenon-level brand. The number one store has been in a hot state for a long time.
In order to continue to attract customers, Sushi Lang works very hard on product updates. The brand maintains a very high frequency of new releases and launches limited-time special models every month. This strategy of constantly renovating dishes ensures that customers can get a fresh taste experience every time they visit.
In addition, Sushilang has also launched a series of cross-border marketing activities by cooperating with well-known IPs such as "Crayon Shin-chan". In this way, the brand has successfully entered the social circle of young people. Even the packaging bags are printed with comic elements, accurately attracting a large number of two-dimensional enthusiasts.
It is through this high-frequency new product iteration and cross-border marketing that Sushilang has established strong brand stickiness among young people. However, while it is popular, how to solve the interference of scalpers and optimize the queuing experience is still a long-term challenge that brands need to face.