Source: Beijing Youth Daily
During this time, Gansu Tianshui Malatang has become a new "top stream" that is popular all over the country, and "Gansu Malatang" has also blossomed everywhere.
In order to keep up with the hot spots, a man in Jinan, Shandong Province spent 20,000 yuan to go to Gansu to learn art, and invested 200,000 yuan to open a store, but he didn't expect it to close after only 18 days of opening......
Related topics once detonated a hot search on Weibo and sparked heated discussions.
Invest 200,000 yuan
It closed after 18 days of opening
On April 12, a store with the ID "Liu Shanjie Gansu Malatang" on social platforms announced its closure.
The owner of the store 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. ”
As can be seen from the video, the decoration master has removed the "Gansu Malatang" brand, and the decoration in the store is still brand new, and there are a lot of hand-rolled powder materials left.
On April 15, the reporter contacted Boss Liu of the store, who said that he was closing the store and was in a very complicated mood. "There are very few repeat customers in this store, and we analyze that one is the problem of site selection, and the other is that the business mode needs to be improved. Boss Liu said that from the time he planned to make Gansu Malatang to the closing of the store was exactly a month, he invested about two or three hundred thousand yuan, "At that time, I also went to Gansu and spent 20,000 yuan to learn the craft." ”
When the reporter asked if he would consider holding on to the exam, Boss Liu said, "The store employs seven or eight staff, and the labor cost is very high, so I don't plan to do Malatang in the future." ”
The reporter noticed that Boss Liu's video account updated the first video on March 19, and the store officially opened on March 26. In the comment area of the first video, the first netizen predicted that the store would be transferred in 3 months, but he didn't expect that the store would be closed after only 18 days of opening.
As the "top-rated" food in 2024, on March 8, since the opening of the first Gansu Malatang restaurant in Jinan, more than 50 stores have opened their doors in just one month.
However, the wind of traffic has not yet ended, and stores have announced their closures. From the long queue to the closure of some shops, Gansu Malatang has only been "hot and hot" in Jinan for 34 days.
"Gansu Malatang" is blowing to the whole country
Insiders: In line with the taste of the local people can be long-term
In addition to Jinan, in the entrepreneurial tide triggered by the explosion of Gansu Malatang, Gansu Malatang restaurants in many cities across the country have sprung up like mushrooms after a rain. The reporter searched on the public platform and found that there were as many as 1,800 newly registered and opened Gansu Malatang restaurants.
Since March, the search volume of "Gansu Malatang" on Shanghai's takeaway platform has increased by more than 43 times month-on-month.
On social platforms, there are more than 20 accounts that claim to be raising the first store in Shanghai of Gansu Malatang. Many stores have not yet opened, and fan bases have been built first. Some group members couldn't wait for the opening for a long time, ran out of patience and quit the group, and left a few words of complaint before leaving, "The '800' stores on the platform are going to open, but none of them really open, all of them are rubbing traffic." ”
On March 27, a shopkeeper in Qingdao, Shandong Province, said that his Gansu Malatang restaurant had closed after only one day of opening. In addition, Guilin, Tongling, Shenyang, Hohhot, Suqian and other cities have also released store closure videos. Among them, there are many stores that have been in business for less than a month.
Many industry insiders believe that any Internet celebrity and hot phenomenon cannot escape the 3-month traffic curse, especially projects such as Zibo barbecue and Gansu Malatang.
In the view of Huang Dacheng, who has been engaged in catering brand investment for more than ten years, Gansu Malatang itself is a niche restaurant, and many people are not used to eating it. Creating products that meet the tastes of local people is the long-term way to operate a catering business.
Have you ever eaten Gansu Malatang?
How long do you think it will be hot?
Source | Jinan Times, New Yellow River, Qilu Evening News