During this year's Qingming holiday, the catering brand "Super Wenheyou", which focuses on the consumer culture of the city, landed in Shenzhen. In the afternoon of the same day, Shenzhen Wenheyou had a phenomenal queue, and the peak of the number of the row once exceeded the 50,000 mark.
Compared with the pomp and circumstance of opening, Shenzhen Wenheyou now appears to be "snubbed". Recently, late at night, reporters visited the site and found that the "long queue" lined up at the entrance in the past no longer existed, and consumers could enter directly without waiting. A number of shop owners told reporters that even in the past National Day holiday, there was a big gap between the passenger flow and their psychological expectations.
▲Different from the hot scene at the time of opening, there are now a large number of empty seats in many restaurants in Shenzhen Wenhe Younei
Food Sign "Failure"
Shenzhen Wen heyou encountered "water and soil dissatisfaction"
When it comes to "Super Wenheyou", a catering brand rooted in Changsha's well culture, most people first think of "Wenheyou Crayfish" and "Changsha Stinky Tofu" and other signature dishes with local characteristics. In Shenzhen, even if the introduction of well-known long-established stores such as "Bright Milk Pigeon" and "Shajing Oyster", the protagonist of Shenzhen Wenheyou is its main nostalgic "Hong Kong style" decoration style, as well as the large and small Internet celebrities in the venue "punch card photo point".
"Our positioning of Shenzhen Wenheyou is a public space where food and local culture are integrated." The operator of Shenzhen Wenheyou told the late-night reporter that in order to cater to Shenzhen's eating habits, Shenzhen Wenheyou even gave up the market-tested crayfish and sold the "manhole oyster" with local characteristics. However, during the interview, the late-night reporter found that most consumers did not pay for the "localized" dishes launched by Shenzhen Wenheyou. Ms. Chen, who had queued for 3 hours to enter the market at the time of opening, told the late evening reporter: "The taste of the dishes inside is not much different from other shopping malls, and it will be more expensive, basically once you eat it once and you will not come back." Growing up in Shenzhen, she said that no matter how many old objects are placed in the venue, it is far less than a bowl of familiar intestinal powder that can evoke childhood memories. After walking around and not knowing what to eat, I finally bought a cup of fruit tea," Ms. Chen said.
An operator of Shenzhen Wenheyou told the late-night reporter that the huge passenger flow before had a lot to do with the pleasant color of the internet red milk tea shop in the venue. Every day at 11:00 a.m., the tea beauty pop-up store in Shenzhen Wenheyou began to put the number on the spot, and the purchase fee was once fried to 500 yuan, causing heated discussion in the society.
On September 15 this year, cha yan yue color official WeChat posted a farewell to Shenzhen, and a six-month "pop-up shop experiment" was announced. The local dishes launched by Shenzhen Wenheyou have not yet gained a foothold, and the eclipsed withdrawal of the "traffic pillar" has brought a huge traffic vacuum. It is understood that the tea beauty pop-up store that was originally scheduled to withdraw from Shenzhen Wenheyou in July was postponed to September 15, but it was also terminated in half a year.
For the withdrawal from Shenzhen, the relevant person of tea color revealed the reason to the late evening reporter: "The cost of tea color in manpower and raw materials is higher. Under the pressure of high rents and supply chain costs in Shenzhen, stores face great challenges in adhering to the sales strategy of small profits and high sales. "
Insufficient excavation of local features
It is difficult for consumers to empathize emotionally
"Time is money, efficiency is life" Giant slogans, retro nostalgic decoration styles and a number of local time-honored brands make the 4-storey venue feel like a time machine, taking people back to Shenzhen in the 1990s. For many tourists, this is an excellent "photo punch point".
However, the highly dense homogeneous decoration style, as well as the lack of further excavation of the local spiritual core, it is easy for consumers to have aesthetic fatigue, making the well-designed venue in the venue become a "round of tour punch points". The Sun Department Store in The East Gate, the electronics market in Huaqiang North, and the food stalls on the street are the Shenzhen I remember, and Shenzhen Wenheyou makes me feel more like Hong Kong. Chen Wei, who grew up in Shenzhen, admitted that Shenzhen Wenheyou can hardly bring him the feeling of "going back in time", and the "clean and tidy" shopping mall is the shopping environment in his impression.
▲ Many consumers come to Shenzhen Wenheyou to "take photos and punch cards" Shenzhen Evening News reporter Fang Ark photographed
Some experts said that the business model of Super Wenheyou mainly relies on the combination of scenario-based experience and super space, and packages the local market consumption culture and cuisine. Huang Jun, executive vice president of Shenzhen Smart Retail Association, said: "As a rapidly updated city, shenzhen and night market culture have become the mainstream of consumer culture in a certain period of time, but they have disappeared rapidly with the continuous upgrading of the times. Therefore, to a certain extent, Shenzhen Wenheyou has not really touched the local spiritual core of Shenzhen, so it is difficult to resonate with consumers.
"Shenzhen Wenheyou" changed its name
New scene consumption may become a future development trend
At the beginning of September this year, the original sign of Shenzhen Wenhe Youmen was removed and replaced by a new sign " Old Street Oyster Market ", and its WeChat public account was also renamed. It is understood that this is the first independent regional feature IP of "Super Wenheyou", and it is also the biggest change since Wenheyou entered Shenzhen.
In addition to replacing the signboard outside, the Shenzhen Wenhe Friends Market has also been transformed into a high-tech "Old Street Oyster Market" - giant oysters are suspended in mid-air, and the scene is arranged as a fish market. After bidding farewell to the "Tea Delightful Color" pop-up store, Shenzhen Wenheyou has also adjusted the stationed merchants, and it is reported that many brands favored by young consumer groups such as Xicha, Mo Mo Dim Sum Bureau, and Guo Ya Ya will be settled one after another.
▲ The decoration made by Shenzhen Wenhe you with oyster shells after the transformation
Regarding Shenzhen Wenheyou's "cold", Guo Zengli, director of the Development Committee of the Shopping Center of China Purchase Union, said that building a physical space is only the first step in the new scene consumption model, so that consumers and the environment have a "physical reaction", and then the operators should dig deep and develop the local culture, so that consumers can resonate spiritually and emotionally after entering a specific space, thus producing a "chemical reaction", which is the guarantee for the sustainable operation of the new scene consumption model." The emerging shopping malls represented by Shenzhen Wenheyou use a non-standardized model to stimulate and satisfy the potential consumption willingness of consumers. Guo Zengli believes that there is still a large amount of consumer demand in the market that has not been met.
Huang Jun believes that "Super Wenheyou" is a new business model for Shenzhen's retail industry. However, it is not limited to copying the city's consumer culture from Changsha to Shenzhen, but can also be further optimized and upgraded with the landing in Shenzhen. Shenzhen can develop into an international metropolis in a short period of time, behind which there is its unique urban connotation and commercial culture. Wenhe Youyuan's main city culture, in the cultural background of Shenzhen, can be said to be only a very small part of it. When Wen heyou landed in Shenzhen, there were also symptoms of 'water and soil dissatisfaction'. Huang Jun said.
In addition, Huang Jun also said that the landing of "Super Wenheyou" in Shenzhen is a good attempt for the future commercial layout, and provides more reference schemes for exploring and building offline commercial space." I hope that the future adjustment of Shenzhen Wenheyou will become a business card with Shenzhen characteristics. "
Shenzhen Evening News reporter Fang Zhou text / picture