Interface News Reporter | Wu Rong
Interface News Editor | Ya Han Xiang
On social platforms, when people talk about the Jumping Sea Tavern, there is a comment that gets a high number of likes - "I don't feel pain when I go back to the boss's WeChat here, because the atmosphere around me is very relaxed." ”
There are many labels in the Jumping Sea Tavern, such as "Migrant Worker Shelter" and "Shelter for Frustrated Young People...... It is full of graffiti, rock and other subcultural elements, and in the dim light, migrant workers can unload the tension of the day, chat and even "go crazy" in a drunken way.
Jumping Sea Tavern opened its first store in 2019 near Houhai in Beijing. In the past three years, it has opened stores in Shanghai, Guangzhou, Shenzhen, Hangzhou and Chengdu, and has 20 stores across the country. At present, it is speeding up the pace of opening stores, and Sui Yi, a partner of Jumping Sea Tavern, revealed to Jiemian News that there are currently 5 stores in preparation for Jumping Sea, and stores will be opened in Wuhan and Xiamen in 2024.
In fact, compared to chain taverns like Helens, the products of Jumping Tavern are not much different.
Judging from the drinks offered, the Jumping Sea Tavern mainly sells craft beers, including Sunset Jasmine, Kumquat Big Bang, etc. The average price of a single cup is 70 yuan, which is about 8-10 yuan higher than the average single cup of similar taverns. Most of its stores don't even sell food, because the founder Liang You feels that the cost of catering management will be very high, and the construction of the kitchen is also a heavy asset.
Jumping Taverns are better at providing a certain emotional value that brings people together in their own space.
For example, Liang You can accurately summarize the mental state of young people in different cities. "In Beijing, young people may be a little bit more rock, and the whole expression is a little more confrontational, and in Chongqing, it's also very typical, people are just doing well, not so much anger, not so much pressure. Liang You said.
Selling "slack" also tests their operational capabilities.
Jumping Tavern is passionate about hosting all kinds of events. Its five stores in Beijing host about 200 events a year, ranging from rock and hip-hop to art exhibitions and a range of art exhibitions. As young people come for the event and develop the Xi of drinking and talking here, the Jumping Sea Tavern has been able to gain new customers.
In addition, it knows how to bring online communities to offline. On the one hand, it reduces the customer acquisition cost of the Jumping Sea Tavern and enhances the stickiness of consumers, and on the other hand, it can reduce the strangeness of consumers and make the atmosphere of the tavern better.
Jumping Tavern currently has more than 200 online communities, including "influencers" from different fields. In these communities, people are always discussing various topics, and when these netizens want to organize an offline party, Jumping Sea Tavern is likely to be their first choice.
More casually, many of the bartenders at the Jumping Sea Tavern are mobile.
It tends to recruit part-time bartenders who pay 200-300 yuan a day and drink free on the day, and they can also give discounts to friends. The motivation for this approach is that the use of part-time rather than full-time bartenders reduces labor costs and allows them to attract more new customers.
The Jumping Tavern is chill enough, but does such a model pay off in a commercial sense?
According to the data provided to Jiemian News by Suiyi, a partner of Jumping Sea Tavern, the indoor business area of the Hangzhou store is 120 square meters, and the average monthly passenger flow is about 7,000 people throughout the year. A data that can be referred to is that Huatai Securities has calculated that if a 450-square-meter store wants to make a profit, it needs to reach an average of about 2,700 people per month.
Liang You revealed on the podcast "Super Extroverted" that the annual ping effect (that is, the average turnover per unit area) of the Jumping Sea Tavern is 3 to 4 times that of Helens in similar tracks, reaching 3-40,000 yuan/square meter. According to the calculation of Northeast Securities, the annual ping efficiency of Naixue's tea standard store is 51,000 yuan/square meter.
If calculated according to Liang Long's statement, most of the stores of the Jumping Sea Tavern have an area of about 100 square meters, and the average annual turnover of a single store is around 4 million yuan. According to the financial report of Helens for the first half of 2023, its average daily turnover of a single store is 8.2 thousand yuan, that is, the average annual turnover of a single store is about 3 million yuan.
Jumping Sea Tavern has not disclosed the specific cost structure to the public, but it is also consciously controlling costs.
In terms of reducing rental costs, Helens prefers to open stores in the sinking market, and although the Jumping Sea Tavern in first-tier and new first-tier cities has not disclosed the rent situation, it may suffer some rental pressure in the early stage.
However, according to Liang You, since the Beijing Anding store was completed, there are many resources to find the door because of the difference in brand tonality. As a result, Diving began to change from "heavy assets" to "light assets", that is, the partners shared the rent and paid for the decoration, and the partners participated in the preliminary design and was responsible for the output of brand content, and the two parties shared the benefits proportionally.
In terms of marketing costs, the publicity and promotion expenses of Helens in 2018 were 5.2 million yuan, and by 2020, they had risen to 15.4 million yuan, and since most of the customers came from the WeChat community, the Jumping Sea Tavern did not have much direct promotion costs.
Sui Yi, a partner of the Jumping Sea Tavern, revealed to Jiemian News that the stores opened by the Jumping Sea Tavern are all profitable.
In the case of a single-store model, the Jumping Sea Tavern can continue to seize this slightly drunk trend.
According to the Frost & Sullivan report, considering the growth of disposable income of Chinese residents, the potential of the night economy, and the urbanization development and consumption Xi changes in second- and third-tier cities, China's pub industry is expected to usher in rapid growth, and the scale of the pub industry is expected to reach 189.3 billion yuan in 2025, with a compound growth rate of 18.8% from 2020 to 2025.
Not only the Jumping Sea Tavern, but also similar tavern businesses are also in a high stage of development. FOR EXAMPLE, THE HIGHWAY STORE OF THE "STANDING SWALLOW" LIQUOR CONVENIENCE BRAND IS ALSO ACCELERATING ITS EXPANSION AND CONSIDERING THE FRANCHISE MODEL, THE CHAIN RESTAURANT AND BAR BRAND COMMUNE COMPLETED HUNDREDS OF MILLIONS OF YUAN IN THE A+ ROUND OF FINANCING LAST YEAR, AND THE "TAVERN INDUSTRY HONEY SNOW ICE CITY" HELENSI WILL ALSO BE OFFICIALLY LISTED ON THE HONG KONG STOCK EXCHANGE IN 2021.
However, as it expands, it will be difficult for the Jumping Tavern to maintain this sense of relaxation.
According to an analysis of Jiemian News by a Guangzhou bar practitioner, community-based pubs are essentially "people's" business, and people instinctively reject unfamiliar things, and it is difficult for consumers to be familiar with them; community maintenance and management require personnel, how to create topics and maintain popularity requires skills; when there are more stores, it is even more difficult to increase linkage and stickiness with customers. This makes it difficult to scale the Jumping Sea Tavern.
In addition, community pubs tend to limit their customer base, as most pub shoppers just want a drink.
"How to continuously integrate the store and community experience explored by the new store into the overall community methodology may be a big challenge and topic in recent times. Sui Yi said to Interface News.
When the Jumping Sea Tavern first opened in Guangzhou, many customers came to the store and asked a question, "We have a community here, we have a newspaper here, and we have an event ...... here." But knowing that there were no seats in the store, they turned around and left.