Business snubbed Can the name change cure Wen and You's water and soil dissatisfaction?

Shenzhen Evening News reporter Ark

During this year's Qingming holiday, the catering brand "Super Wenheyou", which focuses on the consumption culture of the city, landed in Shenzhen. On the afternoon of the opening day, Shenzhen Wenheyou had a phenomenal queue, and the peak of the number of queues once exceeded the 50,000 mark.

Compared with a difficult sight to find when opening, Now Shenzhen Wenheyou seems to be "cold in the doorway". Recently, late at night, reporters visited the site and found that the "long queue" at the entrance of the past no longer exists, and consumers can enter directly without waiting. A number of shop owners told the late evening reporter that even in the past National Day holiday, there was a big gap between the passenger flow and their psychological expectations.

1

Food sign "failure" Wen Heyou encountered "water and soil dissatisfaction"

When it comes to "Super Wenheyou", a catering brand rooted in the well culture of Changsha City, Hunan, 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 shops 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 the eating habits of Shenzhen people, Shenzhen Wenheyou even gave up the market-tested crayfish and sold the "manhole oyster" with Shenzhen characteristics. However, during the interview, the late-night reporter found that most consumers were not enthusiastic about the "localized" dishes launched by Shenzhen Wenheyou. Ms. Chen, who had queued for 3 hours to enter the market at the opening, told the late evening reporter: "The taste of the dishes in Shenzhen Wenheyou is not much different from the restaurants in other shopping malls, and it will be more expensive, basically after eating once, you will not come again." "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 intestinal powder with a familiar taste that can evoke childhood memories." Walked around and didn't know what to eat, and 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. At 11 o'clock every day, the tea beauty pop-up shop in Wenheyou, Shenzhen, began to put the number on the spot, and the purchase fee was once fried to 500 yuan, which caused 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.

For this 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. ”

2

Insufficient excavation of local characteristics It is difficult for consumers to generate emotional resonance

"Time is money, efficiency is life" giant slogan, retro nostalgic decoration style and a number of local time-honored brands, making the 4-storey venue seem 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 scenes in the venue become "a round of travel punch points". "The Sun Department Store in Dongmen, 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, a citizen who grew up in Shenzhen, admitted that Shenzhen Wenheyou could not bring him the feeling of "going back in time".

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 the Shenzhen Retail Commerce Industry Association, said: "As a rapidly updated city, the culture of the city well and the night market has become the mainstream of consumer culture in a certain period of time, but it has 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. ”

3

"Shenzhen Wenheyou" renamed new scene consumption or become a development trend

At the beginning of September this year, the Shenzhen Wenhe Youyuan signboard was removed and replaced by a new signboard "Old Street Oyster Market", and its WeChat public account was also renamed. It is understood that this is the first independent regional characteristic 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 an aquatic market. After bidding farewell to the "Tea Delightful" 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.

Regarding the "cold" of Shenzhen Wenheyou, Guo Zengli, director of the Development Committee of the Shopping Center of China Purchase Union, said that the construction of physical space is only the first step of the new scene consumption model, so that consumers and the environment have a "physical reaction", and then the operator 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, but it should not be limited to a simple copy of the city's consumer culture from Changsha to Shenzhen, but should be further optimized and upgraded with the landing in Shenzhen. "Shenzhen has been able to develop into an international metropolis in a short period of time, with its unique thinking logic and business culture behind it. The city culture that Super Wenheyou focuses on can be said to be only a small part of Shenzhen's cultural background. Therefore, when Wen and You landed in Shenzhen, there were 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, providing more reference schemes for building offline commercial spaces in the future. "I hope that the adjusted Shenzhen Wenheyou can become a business card with Real Shenzhen characteristics," Huang Jun said.

Source: Shenzhen Evening News