chased Internet celebrity hot spots, spent 20,000 yuan to go to Gansu to learn art, and invested 200,000 yuan to open a store, which closed after only 18 days of opening...... Recently, a "Gansu Malatang" store closed its doors and detonated Weibo, rushing to the first place in the hot search.
Recently, Gansu Tianshui Malatang has become popular all over the country, and many people want to have a feast, but they can't just leave, so the "Gansu Tianshui Malatang" is blooming everywhere, so that foodies can also satisfy their hunger at home.
As the most popular food in the country in 2024, after the first Gansu Malatang store in Jinan was launched on March 8, more than 50 stores opened to accept customers in just one month.
However, the wind of traffic has not yet ended, and some stores in Jinan have begun to announce their closures. From the long queue to the closure of some stores, Gansu Malatang has only been "hot and hot" in Jinan for 34 days.
Invested two or three hundred thousand yuan to open a store, and it closed in 18 days
Boss: Internet celebrity products can't last long
On April 12, a Malatang restaurant with the ID of "Liu Shanjie Gansu Malatang" on social platforms announced that it was officially closed. The boss mentioned in the video, "It turns out that the products of Internet celebrities still can't last long, and they can't stand the test of the market. ”
It can be seen from the video of the account that the decoration master has removed the brand of "Gansu Malatang", but the decoration in the store is still brand new, and there are still a lot of hand-rolled powder materials.
On April 15, the reporter contacted the boss of the store, Liu, who said that he was closing the store and was in a very complicated mood. "There are very few repeat customers in this store, we analyze a problem of site selection, and then the business mode needs to be improved, from the plan to do Gansu Malatang to close the store for exactly a month, invested about two or three hundred thousand yuan, and deliberately went to Gansu to spend 20,000 yuan to learn the craft. ”
When the reporter asked if he had considered holding on any longer, Boss Liu said, "The store employs seven or eight staff, and the labor cost is very high, so I don't plan to make Malatang in the future." ”
The picture comes from the Internet
According to the content of the "Liu Shanjie Gansu Malatang" video account, the update date of the first video is March 19, and the official opening time of the store is March 26, and some netizens predicted that the store would be transferred after three months, but they did not expect to announce the closure after only 18 days.
On April 15, this reporter contacted Mr. Huang, the owner of a Gansu Malatang shop in Jinan. Mr. Huang said that the current in-store performance is down by one-third compared with before, and he is considering closing the store.
According to industry insiders, the popularity of Gansu Malatang has passed, and there should not be a Gansu Malatang restaurant in Jinan that is still in a long queue, and seven or eight stores have been closed since the beginning of April.
Many people in the industry believe that any Internet celebrity and hot phenomenon can not escape the three-month traffic curse, especially projects such as Zibo barbecue, Gansu Malatang and other outlets, start quickly, and not waste too much energy on site selection and decoration, not only to analyze the market but also to prepare for a long time.
In the entrepreneurial tide triggered by the explosion of Gansu Malatang, Gansu Malatang restaurants have sprung up in many cities across the country. The reporter searched on the public platform and found that there were as many as 1,800 newly registered and opened Gansu Malatang restaurants.
The fiery wind of Gansu Malatang has not yet ended, and since the end of March, the wind of the closure of Gansu Malatang restaurants has been blowing all over the country.
On March 27, the Gansu Malatang restaurant in Qingdao with a shopkeeper closed after only one day of opening. Within a few days, the Qingdao boy went to Gansu at his own expense to learn the production process of Malatang, and closed the door in only 48 hours. On social platforms, stores in Guilin, Tongling, Shenyang, Hohhot, Suqian and other cities have successively released videos of store closures. Among them, there are many stores that have been in business for less than a month.
Since March, the search volume of "Gansu Malatang" on Shanghai's takeaway platform has increased by more than 43 times month-on-month.
However, the results of the search were surprising, and on social platforms, there were at least 20 accounts claiming to be raising the first store in Shanghai of Gansu Malatang. But the store hasn't opened yet, the fan base has been built first, and the upper limit of the number of people in the group chat is 500, and as the number of people is full, 2 groups, 3 groups, etc. continue to appear. However, the number of people in the group has been changing, some people have never been able to wait for the opening, their patience has run out, they have withdrawn from the group, and they have left a few complaints, "The '800' stores on the platform are going to open stores, none of them have really opened, and they are all rubbing traffic." ”
The dividends of Gansu Malatang may be fleeting, and all entrepreneurs understand this truth. But opening a store is not something that can be completed overnight, looking for a store, administrative approval, fire inspection, raw material procurement and other links are indispensable, and when the store opens, the popularity of Gansu Malatang has declined, what to do?
If the scope is expanded to the Yangtze River Delta, the number of stores in Gansu Malatang is still pitiful, and the reporter searched and found that the stores that have opened and operated stably have one in Nanjing, Changzhou, Suzhou, Hangzhou and other places.
In addition, in Hebei, Tianjin and other places, there is also a one-word difference between the "Gansu Yaoshui Malatang" merchants, some consumers said that they almost saw it wrong, and some netizens expressed doubts: "Is this a copycat?"
The signboard of "Gansu Yaoshui Malatang", the picture is from the screenshot of the Internet
On April 12, the market supervision department in the jurisdiction where one of the stores is located said that it was not illegal for a merchant to use the name, but if consumers felt that they were easily misled, staff would come to persuade the merchant to make a change.
Source: New Yellow River, National Business Daily, Jinan Times, Jingshi Live, etc