Wen Heyou, the people of Shenzhen may just love you briefly

"Time is money, efficiency is life." In 1979, the slogan was born in Shenzhen Shekou Industrial Zone. Today, people still think that this sentence is the epitome of people at the forefront of reform.

However, Wen Heyou's arrival shattered people's imagination of Shenzhen people. On the second day of April, tens of thousands of Shenzhen people lined up from the entrance of this newly opened old building, and the line stretched out to the opposite bank of the Buji River, known as the "Shenzhen Mother River."

At this moment, efficiency, time, and even money seem to be less important.

As a local restaurant brand in Changsha, every visit to other cities can cause a sensation. As one of the cities with the strongest consumption capacity in China, Shenzhen has unexpectedly and reasonably provided Wen Heyou with an impressive flow of passengers.

A spectacle that combines vintage and fashion, an unprecedented queuing spectacle, and the birth of a new scalper "daily platoon" and "purchasing agent" industrial chain. Discussions about Wen Heyou have once again risen.

Why can catering complex Wenheyou attract Shenzhen people to line up? In addition to assigning the label of "fanatic" to these constant consumers, what else can we see from Wen Heyou?

"Directly dismissed"

"When are the people in Shenzhen so idle?" a netizen asked.

This is a somewhat irrefutable question. The question is directed at the consumers of Shenzhen Wenheyou on the opening day, but in fact another meaning of the question is to question Wenheyou.

According to a report from the "Nanfang Daily", on April 2nd, Shenzhen Wenheyou opened a long queue for consumption on the day of Wenheyou's business all the way to the opposite bank of the Buji River.

▲ Picture from Nanfang Daily

During the peak consumption period at noon, there were approximately 22,000 tables in line on the online number page of the "Shenzhen Wenheyou" official account. The report vividly compares the time taken from Shenzhen to Changsha and the time of arranging numbers:

"It takes 80 hours for a 22598 table, while the high-speed rail from Shenzhen to Changsha South only takes about 3 hours."

The prosperous consumption landscape made Shenzhen traffic police appear on the scene to maintain the order of Wenheyou scene. Wen Heyou came forward to apologize.

This is its second apology, and the last time it was in May 2020. At that time, Changsha Wenheyou apologized in Changsha Wenheyou because a large number of customers were unable to enjoy the service due to the peak number of more than 10,000 tables. Below the relevant Weibo comments are a large number of Wenheyou fans admiring Wenheyou's "top stream".

Although most people in Wenheyou's Weibo comment area expressed support, in the public opinion, Wenheyou's overcrowding is mixed with water.

In a video posted on the Internet, a scalper held a tea face and yelled at the crowd on the flyover. Someone asked, "Are there any discounts? How many cups?"

The scalper replied: "500 a cup!"

There was an uproar in the line of people. "You go in line, wait for half an hour and then come out!" After that, the scalper took the tea and left.

On Xianyu, the price of purchasing tea Yanyuese or queuing on behalf of Wenheyou in Shenzhen ranges from 50-200 yuan.

Although Wen Heyou said that he would never conduct queuing up, false charging and other behaviors that affect the customer experience, but from the experience of queuing customers on the spot, all of this has happened.

At 11 o'clock in the morning of the opening day, Wen Heyou's rule is to place the number online, but after getting the number, the line still needs to continue to line up again. Such rules aroused dissatisfaction among some Wenheyou consumers, and indirectly caused crowded scenes.

The rules changed the next day. Shenzhen Wenheyou decided to assign numbers on the hour, and only customers who got the number online could enter Wenheyou.

Xiaoye has been visiting Shenzhen Wenheyou for several days. After picking up the number at 11 am on the first day, she went to the scene to line up at 5:30 pm. Forty minutes later, she successfully drank a tea-colored Orchid Latte. In Xiaohongshu, she made a guide, "Shenzhen Wenheyoucha Yanyue Seyue Seiyi Tips", and thousands of people gave her a thumbs up.

But in comparison she is lucky. Li Yan, a native of Jiangxi, came to Shenzhen on April 3 to play. It was the second day after Wenheyou opened in Shenzhen. At 9pm, she thought about checking in Wenheyou, but found that she still had to line up.

It doesn't seem necessary to enter Wenheyou to consume. Those long queues have made her feel terrified.

Li Yan left Wen Heyou to eat supper elsewhere. After returning to Wen Heyou two hours later, the light on the sign was already on. She took a picture and left without entering.

"Directly persuade you to leave," Li Yan said.

Why Wen Heyou can make people line up willingly

Queuing is certainly a tiring thing, but why can Wen Heyou become the "queuing king" so that people can queue up willingly?

In fact, the fact that this restaurant brand can make people queue up is already a counterattack.

According to a report from the Cheung Kong Graduate School of Business on Wen Heyou, at the age of 22, Wen Bin, the founder of Wen Heyou, quit his sales job at a car company and set up a stall on the streets of Changsha with the start-up capital of 5,000 yuan.

The brand related to emotions was made at the beginning of Wen Heyou's founding. Wen Heyou's co-founder Yang Ganjun was a sausage supplier at the time, and Wen Bin was his customer.

In the interview, Yang Qianjun said that he was born in a poor family, had grown vegetables, drove a tractor, and washed a car, but later still wanted to do business, so he went to Changsha to start a sausage dealer, and only then met Wen Bin.

At that time, he felt that Wenbin had "advanced thinking, different from others." So after Wenbin closed the roadside stall, he and Wenbin ate two-month supper together. During that time, they increased their understanding of each other and explored business models until they hit it off.

In 2011, the first project of "Wen Bin and His Friends"-"Wen He You Old Changsha Fried Club" was born.

The business is getting bigger and bigger. From 2012 to 2016, Wenheyou Lobster Restaurant and Wenheyou Changsha Sausage were added under the Wenheyou brand. During this period, Wen Heyou continued to incubate new brands while expanding its scale by relying on the "direct management + franchise" model.

In Wenheyou's restaurants, the dishes are divided into multiple price ranges, which are cheap and affordable, and are extremely cost-effective. Coupled with the unique Changsha culture as a selling point, Wen Heyou quickly gained the capital to become a complex by relying on store expansion.

In 2018, Wen Heyou officially moved towards "Dining Disney". That year, Wen Heyou obtained a strategic financing of RMB 70 million from Tangrenshen Group and opened a new store in Changsha Hisense Plaza. Different from the previous stores, this time more than 100 merchants were introduced by Wenheyou. Among them, the main Changsha folk snacks, Wenheyou was upgraded to "Super Wenheyou".

"Super Wenheyou" has broken through people's imagination of traditional business circles in all aspects, and has become a business model for the development of the real economy.

The features visible to the naked eye are reflected in the decoration of Wen Heyou.

"Super Wenheyou" has inherited the brand's traditional humanistic sentiments, trying to reproduce the lost urban landscape. In Changsha, a 20,000-square-meter dining complex was opened by consumers in a retro and distinctive style. The all-round "landscape" allows consumers to experience not only consumption, but also an immersive experience of urban culture.

"I hope to use food, culture and experience to bring you back to the humane Changsha in the 1980s." Changsha Wenheyou's official account said so.

▲ The picture is from the official account of “Changsha Wenheyou''

But simply "making the landscape" is not enough.

In the official introduction, Changsha Wenhe Youli even included experience halls such as pig farms and marriage registration offices, and cultural venues such as art galleries, bookstores, and laugh factories also settled here. The combination of "culture" + "dining" allows "Super Wenheyou" to have more growth points that stimulate consumer consumption, and it also gives this catering brand more value.

The "Night Market Economy" has also become the wing for the "Super Wenhe Friends" to take off. In first- and second-tier cities, people are unable to experience the night culture of civilians in increasingly scarce food stalls, Wen Heyou has created a new possibility. The unique night market style of the small streets and alleys blends with the huge business district, creating a chemical reaction that consumers can't resist.

There are cultural and content support, and there are consumption scenarios. It’s not too much for Super Wen Heyou to call himself a "community."

Wen Heyou's marketing is equally hard. On Douyin, Wenheyou has 369,000 fans. On the social platform "Xiaohongshu", there are more than 60,000 notes related to "Wenheyou". KOL takes the lead in punching cards in "Super Wenheyou" Take pictures and upload to social networks. Prior to this, Wen Heyou was invited to "Everyday Upward" and went out of the circle by participating in entertainment programs.

In addition to the introduction of local time-honored brands, "Super Wenheyou" has assembled an online celebrity brand in Changsha. In the long queue of Wenheyou in Shenzhen this time, there is no shortage of consumers who are looking for "Tea Yan Yue Se" pop-up stores.

To a certain extent, the intention of making retro landscapes is not only the inheritance of the so-called humanistic feelings and urban culture, the hanging signs and flashing neon lights are actually another clever shaping of the current trend.

After the establishment of the "Super Wenheyou" in Changsha, Guangzhou and Shenzhen opened new Wenheyou. At the Wenheyou press conference in Shenzhen, Wenheyou announced that the word "super" would be completely removed and the name was upgraded to the city where Wenheyou is located.

"To become a space for co-existence and co-prosperity with the city," Wen Heyou's ambitions are getting bigger and bigger.

Wen Heyou and "Dining Disney" distance

After the establishment of Super Wenheyou in Changsha, the brand of Wenheyou won the title of "queuing king" through its surprising play and marketing. The huge passenger flow also brought Wen Heyou reputation and controversy. It lasted until the opening day of Shenzhen Wenheyou in early April.

What cannot be ignored is that Shenzhen Wenheyou’s popular passenger flow is actually stepping on the shadow of Guangzhou Wenheyou.

A year ago, Wen Heyou entered Guangzhou.

At that time, Wenheyou co-founder Weng Donghua said in the face of the media that one-fifth of the user portraits of Wenheyou's back-end were Cantonese, and Guangdong Province ranked second among users who read each post.

In July 2020, it is rumored that the investment reached 200 million yuan. After half a year of renovation, "Super Wenheyou", which has been in trial operation for more than 20 days, settled in Guangzhou. During the trial operation period, Guangzhou Wenheyou's single-day number picking peak reached 2,000.

▲The picture is from Guangzhou Wenheyou, and the picture is from the official account of "Changsha Wenheyou"

Although the results are dazzling, but the controversy ensued from the beginning of the establishment of Guangzhou Wenheyou.

As a local brand in Changsha, it is easy for Wenheyou to create the "old Changsha" style in Changsha, but when it comes to Guangzhou, Wenheyou has no advantage at all as an "non-local" brand.

Will a dim and old building backed by TaiKoo Hui attract local consumers and foreign tourists in Guangzhou? Will they be more attractive than the existing old city in Guangzhou?

Guangzhou Wenheyou's architectural style also makes people feel unsatisfied. The citizens of Guangzhou believe that it is a mistake in site selection to make incompatible Wen Heyou appear in the bustling CBD. From the decoration point of view, this is a collection of old-fashioned landscapes in Hong Kong, Changsha and other cities. Not only can it not reflect the culture of old Guangzhou, it is a distortion of the old Guangzhou culture to a certain extent.

On Zhihu, some users questioned the lack of persuasiveness of the brand introduction of Guangzhou Wenhe Younei. Not to mention whether the crayfish is a local specialty food in Guangzhou. Some "time-honored" rice noodles and catering brands can actually be seen everywhere in Guangzhou. As for the food business cards such as "Fei Tung Hui" and "Fried Luo Ming", they have jumped out of the original. The location loses its characteristics.

Wen Heyou, who has more stories than food, can wrestle in Guangzhou where food is the priority.

The change took place quietly at the end of last year. According to Jiemian News, merchants such as Blind Gong Maru, Fengtong Hui BBQ, and Tang’s Secret Roast Chicken Wings withdrew from Wenheyou, Guangzhou. It was reported that Wenheyou and the merchant’s sharing model made There is no way for the business to make a profit.

▲An old brand in Wenhe Youli, Guangzhou. The picture comes from the "Changsha Wenheyou" public account

Nowadays, doubts about Guangzhou Wenheyou have naturally transferred to Shenzhen Wenheyou.

At present, Wenheyou in Shenzhen seems to be doing better than Wenheyou in Guangzhou. Perhaps because of the experience of Guangzhou Wenheyou, Shenzhen Wenheyou chose the site of Dongmen Old Street, an old business district in Luohu, Shenzhen. This time, Shenzhen Wenheyou also introduced more cultural and creative projects such as drama in it. .

Compared with Guangzhou, Shenzhen itself is more tolerant of culture.

However, the problems faced by Shenzhen Wenheyou remain the same. How can Wenheyou who rely on urban culture satisfy the aesthetics of consumers in different cities? And how to arouse consumers' love for man-made landscapes? Furthermore, the tireless brand marketing can maintain Wen Heyou's commercial competitiveness?

This is all doubtful.

Xiaoye tells Ai Fan'er that the purpose of going to Wenheyou is to drink tea to make her look happy, and Xiaoluo's stinky tofu shops are more popular.

"Wen Heyou actually has no special attraction. For consumers, the sustainable attraction is food. Those so-called characteristics are not attractive to me. I will not go in for taking pictures after I check in."

Wen Heyou's model is unique. However, Wen Heyou, as a "catering complex", has to spend time and effort to highlight the "urban temperament" in the establishment and cooperation of shops, but in essence it is similar to "commercial real estate." If Internet celebrity shops such as time-honored brands and Cha Yan Yue Se are eliminated, Wen He You's own appeal and value will be greatly reduced.

Taking Shenzhen Wenheyou's purchasing agent as an example, consumers still seem to have the most immediate goal of tea beauty and not the consumption space of Wenheyou. In December last year, Cha Yan Yue Se opened a store in Wuhan, and there was also a long line outside the door, and a cup of milk tea was also fried by scalpers for 500 yuan. This also indirectly shows that in Wenheyou, the largest IP is not created by itself, but leased.

Compared with Disney, which has formed its core competitiveness in the self-produced IP universe, Wen Heyou still has a long way to go to be named "Dining Disney".

A few days after the opening, the line of Wen Heyou has already ebbled. The business of making old towns in cities continues. According to Wenheyou's plan, it will open 10 Wenheyou in Beijing, Hong Kong and other first-tier cities at home and abroad in the next step.

Wen He You is still attractive, as long as it reopens next time, there will be tens of thousands of people queuing crazy for it. But when the frenetic wave passes, time, efficiency, and money will return to the concept of Shenzhen people.

As night falls, the lights are on. Maybe people don't like the spider webs deliberately arranged in the retro old town in the 90s. People who are in pursuit of freshness are fascinated by any new things.

It's like loving you briefly.

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Ai Faner | Original link · View comments · Sina Weibo