Producer/Lianshang Network & Search Shop Network
Written/Associate Senior Advisory Board Member Old Knife
Photo/Wen Heyou
In April this year, Super Wen and You copied from Changsha to Shenzhen, attracting more than 40,000 people on the opening day. However, soon after the opening of Shenzhen Wenheyou, it encountered a decline in passenger flow, poor transaction volume, and the dilemma of some merchants withdrawing.
Recently, less than half a year after opening, this super Wenheyou has been upgraded to become an "old street oyster market".
01
Wenheyou's first regional IP
It is reported that in addition to the replacement of the signboard on the façade, the venue has also been transformed into a cyberpunk-style "Old Street Oyster Market", with giant oysters hanging in mid-air, oyster shell company advertisements and oyster neon lights full of science and technology; reproducing the bustle of the Dongmen Old Street Vegetable Market in the 90s, the scene is arranged as an aquatic market, piled with various colors of oysters.
Of course, the merchants inside have also been adjusted, and after bidding farewell to the "Tea Beauty" pop-up shop, Wenji, Old Cat and QiaoshanFang, next, brands such as Xicha, Wang Lemon, Mo Mo Dim Sum Bureau, and Guo Ya Ya will be stationed here.
In this makeover, Shenzhen Wenheyou posted on its official WeChat public account that the Shenzhen regional brand "Old Street Oyster Market" is the first regional IP it has made, which is "a brave step on the road to 'non-standard'." ”
Wen Heyou CEO Feng Bin said in an interview with the Beijing News not long ago that Wen Heyou in Guangzhou and Shenzhen is not bad in terms of business, but there are also problems with each other. "Especially in Guangzhou, our biggest reflection is that we are not confident enough and we are wavering. We have suffered the biggest loss in Guangzhou, because 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. ”
Wen Heyou in Shenzhen is not worse than Changsha in terms of people flow, but the style difference is not enough. "From the current point of view, it is not a failure, we have been trying." Feng Bin said.
In Shenzhen, a city that seems to have only technology, innovation and efficiency, it has a long history of oyster farming and carries Shenzhen's ancient marine culture. The selection of the main product as oysters is to present the city's neglected cultural context. To this end, they spent more than a year to find a cooperative oyster farm and hope that oyster culture can develop in Shenzhen, its birthplace.
02
"Pros and Cons" of Renaming
Wen Heyou originated in Changsha and is a centralized platform for casual catering of Internet celebrities. The reason why Wen Heyou has become an Internet celebrity lies in its retro scene creation. In Changsha's Super Wenheyou, you seem to have entered the old China of the 70s and 80s, with traditional street styles, old store designs, ancient neon lights, tableware, decorative paintings, daily necessities and so on.
Changsha Wen and Friends
It can be said that the biggest charm of Wen Heyou is that it evokes many people's inner memories of the past. However, the essence of Wen Heyou is still "catering".
The author in "Out of Changsha Wen And Friends, not working? The article reads: Wen Heyou wants to continue to win consumers, but still has to return to the essence of catering "delicious".
Changsha's super Wenheyou, in the catering category, the most core product is "crayfish", in addition to other Hunan dishes and traditional Hunan snacks, such as lard bibimbap, sugar oil rice and so on. These snacks are obviously with obvious local characteristics of Hunan.
However, whether it is Guangzhou Wenheyou or Shenzhen Wenheyou, in addition to the unique retro scene, what are the product features? As I just said, the essence of Wenheyou is catering, so what should be its positioning in catering?
This time, Shenzhen Wenheyou did not hesitate to change its name to "Old Street Oyster Market", it is obvious that it wants to focus on the category of oysters. Foodies who like to eat night markets should all know that oysters are a very popular seafood snack, what is the biggest consumption scenario of oysters? It is in the night market, at the time of the gathering of three or five friends, drinking beer, eating charcoal grilled oysters, bragging and chatting.
The consumption scene of oysters is obviously very popular, very marketable, with a pyrotechnic atmosphere, and it is also very in line with the positioning of Wen Heyou. Therefore, from Wenheyou to the "Old Street Oyster Market", it is to convey to the public a clearer positioning, product characteristics, and what kind of consumers, and build a distinct consumption scene of "drinking beer + eating oysters".
The "Old Street Oyster Market" is grounded enough, from the perspective of the brand, is it harmful to "Wen Heyou"?
The author thinks that the name "Old Street Oyster Market" is more tacky, and there is almost no difference between "XXX Food Stalls". The drawbacks are also obvious:
First, it has greatly reduced the grade of the Wenheyou brand. Wen Heyou itself has the characteristics of fashion and Internet celebrity, but the "Old Street Oyster Market" has completely eliminated its original connotation of fashion characteristics.
Second, what is the relationship between "Old Street Oyster Market" and "Wen Heyou"? Is Wen Heyou in Shenzhen completely cut off from the "Wen He You" brand? If so, it must be more than worth the loss. In the future, Wenheyou will open to other cities, and so on, will it be changed to another brand instead of Wenheyou?
03
Relying on brand value to achieve the ultimate product
In the process of brand building, content and concept are two parallel routes.
The so-called content is the actual output of the product, while the concept refers to the unique sales proposition, positioning or consumers that need to be targeted and what kind of consumption scenarios.
The concept of Wen heyou is fashion, internet celebrity, feelings, and unique scenes. Such brand recognition is gradually accumulated through the success of Changsha Super Wenheyou, and it is also the biggest asset of Wenheyou.
Wen Heyou's output content, that is, the product, is its catering. Whether it's oysters in Shenzhen or crayfish in Changsha. However, Wen Heyou should not abandon the Wen He You brand in order to tell the audience what my main product is, which is the inversion of the horse.
The author believes that Wenheyou goes to the whole country, this unified brand can not be lost, and each super Wenheyou scene innovation also adheres to a consistent style, combined with local characteristics. For example, Changsha's main product is lobster, while Guangzhou and Shenzhen are all kinds of small seafood.
In order to undertake the brand value, the brand name should not be changed (this is the core of the chain), but in terms of internal strength, it is necessary to make local products special. The final market perception is that Hunan people mention Wenheyou and say that its crayfish are delicious, while Shenzhen people mention Wenheyou and say that its oysters or small seafood are great.
Relying on the existing brand value and making the product to the extreme is the simplest and most important underlying logic that the entire business world needs to follow.
According to Feng Bin, Wen Heyou in Nanjing is currently under construction. Those that are in the process of selecting sites and are expected to start operations within this year include Chongqing, Shanghai, Tianjin and Beijing. Obviously, Wen Heyou still has many problems to face next.