【Xiao Xiang Eye】September 28 news, Wen Heyou, which opened in Shenzhen in April this year, has suddenly changed its decoration recently, and the signboard of "Wen Heyou" has been replaced by "Old Street Oyster Market".
What happened to Shenzhen Wenheyou?
On September 15, Chayan Yueshi Pop-up Shop announced its withdrawal from Shenzhen, pushing Shenzhen Wenheyou into the center of public opinion. When it first opened, Wen Heyou appeared in the grand situation of "queuing 500 meters" and "more than 40,000 people lining up", less than half a year, the passenger flow dropped significantly, the business pressure of the shops became significantly larger, and many stationed merchants also had to face the dilemma of withdrawing the store or insisting on doing it.
Guangzhou Wen heyou is also unsatisfied. After landing in Guangzhou in July last year, the crayfish that has been the main push has always been tepid in Guangzhou.
Wen Heyou CEO Feng Bin once responded, "The biggest loss we have suffered in Guangzhou is that we want to do the local culture of Guangzhou, but we are reluctant to throw away Hunan cuisine, which is our biggest reflection and biggest challenge." ”
Why can Wen heyou become a super big IP in Changsha, but there is no way to copy it in other cities? In the final analysis, Wen Heyou has a strong Regional Gene of Changsha, and he can serve as a business card of Changsha, but he cannot migrate to Shenzhen and Guangzhou, where the regional cultural genes are also strong.
In this case, foreign Wen heyou can only cater to local tastes. Guangzhou Wenheyou adapted to local tastes, and the dishes were adjusted to a spicy degree acceptable to Cantonese people. Shenzhen Wenheyou's changes are more thorough, not only the decoration style, supply chain and menu dishes adapt to the local style, and even abandon the IP of "Wenheyou", turning into an "oyster factory", and the main product becomes oysters. In order to let Shenzhen Wenheyou connect with the local "local atmosphere", wenheyou Shenzhen team prepared immersive dramas for local consumers, and spent a lot of money and time rehearsals.
Only by integrating into the regional culture can we go further
Feng Bin once said that in the next 5 years, Wenheyou will open about 20 urban Wenheyou. Wen Heyou walking out of Changsha will also confirm the theme according to the attributes of each city. He revealed that Wen Heyou in Nanjing is currently under construction. Chongqing, Shanghai, Tianjin and Beijing are under selection and are expected to start within this year.
However, from the experience of Guangzhou and Shenzhen, the pace of Wenheyou's expansion still needs to be cautious. It should be known that there are unique standards in the cultural and creative industry and commercial real estate; good business models can be migrated, but regional cultures cannot be reproduced. "Wenheyou" can become an "oyster factory" in Shenzhen, which means that it can become other names in other cities, and invisibly damages the IP value that Wenheyou should rely on most.