Changsha brunch recruitment

Wen/Zuzi

"You pawned time, so you will have an unexpected dream."

On the opening day of Shenzhen Super Wenheyou, its official account in Weibo released a short publicity film of micro-movie, telling the whole process of its birth, in order to fit the "strange and magical" temperament of Shenzhen and record the "laughter and tears on the road of chasing dreams" of Shenzhen people.

The above sentence is the first sentence at the beginning of the short film. Later, people who visited Shenzhen Chaowen Heyou also found that the real meaning of this sentence should be: "You wasted your time, queuing for a meal and a few photos for a day, which itself was unexpectedly magical."

Half a month ago, Shenzhen Wenheyou ranked more than 40,000, blocking a whole street.

As a catering company, Wenheyou has set a record in terms of floor space and equal number of people. Many questions also come with the traffic.

For example, when Wen Heyou emphasized that his vision was "to be a cultural company and become a Disney in China cuisine", someone accurately captured the only similarity between it and Disneyland at present, that is, waiting in line at the gate.

For example, when Wen Heyou took "let people escape from reality for a short time and get a moment's relaxation" as his business philosophy, many people agreed, because this large-scale theme secret room in Jiuzhai City really made people dizzy and confused.

For example, when Wen Heyou positioned himself as a "street cultural museum", more people made a decision, just like visiting a local museum, punching in once was enough.

Guangzhou Wenheyou Entrance/Tuchong

It can be seen that the "food" and "taste" that should have become the protagonists in these years seem to have quietly ended.

Does this mean that Wen Heyou finally got his wish and became a "cultural company"?

I thought it was online celebrity, a fast food under the capital.

Unexpectedly, it was an inspirational history.

Recall your city first. How many shopping centers are there now?

Are these shopping malls Starbucks at the door, McDonald's or KFC around? Maybe there is a snow or tea at the end of 1 floor, and the top floor and underground floor are occupied by large and small chain brands?

For brunch, brunch and afternoon tea, these stores put their attractive smells into the cool air of shopping malls to attract customers.

Few businesses can compete with Starbucks for position. / unsplash

The customer said it was a stroll, but it was really just a stroll. Because as long as they observe carefully, they can find that the so-called creative food store may just be the reheating center of packaged food in the factory;

The seemingly satisfactory choice is actually just the same dish, served in different decoration design styles;

It is recognized that trustworthy people are few, and there are always more people waiting than eating.

I really can't choose anything to eat after running around. These shops constitute the most popular area in every shopping center, but they also create a false prosperity of urban cuisine.

There is no food in this city, only money. When the old shop closed, the new shop opened, which became a common occurrence, except that the nearby contractor team was full.

Changsha Food City Village/Tuchong

Wen Heyou can stand out from such an environment and must have carved "we are different" in DNA long ago. But the story has to start from Pozi Street 10 years ago.

Pozi Street in Changsha has been a busy traffic area since ancient times. Once upon a time, there were Shanxi in the north, Suzhou and Hangzhou in the south, money houses, drug stores and cloth shops, and all walks of life competed for each other; Later, it became a snack street alongside Chenghuang Temple and Confucius Temple.

Connecting Wuyi business circle and IFS in series is a trend holy land that young people in Changsha must worship every day. People who have never been to Changsha have also heard the story of guarding Jiefang West Road near Pozi Street.

Screenshot of the online celebrity documentary "Protecting the Liberation of the West"

1.0 version of Wenheyou is a fried string stand run by founder Wen Bin. Three months after he first opened the store, he left many legends on Pozi Street-

For example, the obvious start-up capital is only 5,000 yuan, and the car and materials are 2,000 yuan each. The rest of the money is used to make IP and signs, so that others can see his stall at a glance.

Or like inventing the explosive snack "sharp ribs", hundreds of people are willing to wait in line to taste it.

While other stall owners can earn 400 yuan at most one day, he set himself a small goal of doubling 10 times, and then realized it.

A year later, Wen Bin escaped from the nightmare of urban management and started a formal operation in the old Changsha Fried Club with a square meter of 10. This day became popular. A year or two later, he opened the old Changsha lobster restaurant and founded the old Changsha sausage.

Fried skewers

From the single fried skewer to the later versions of 2.0 and 3.0, Wenheyou can be said to be along the vine of "Old Changsha", which not only understands the local people's likes and dislikes of snacks, but also constructs the supplier relationship of multi-category and high-quality ingredients, all of which have laid a popular gene for Super Wenheyou.

Business is getting bigger. According to the data of that year, the annual sales of 1400 square meters lobster hall can exceed 100 million yuan, but at this time, Wen Bin is not satisfied with more and more figures.

In an interview with the media on 20 18, he talked about his understanding of "delicious": "delicious is an emotion, and it makes me happy when I eat it. It is not only the sense of taste that touches people's hearts, but also the five senses, thus forming emotions. Only one feeling is guaranteed, and that feeling is not the only one that can bring emotions. "

The old Changsha sausage, which has been developed for half a year, has become a legend in the sausage industry. /worm

A year later, the "new species" super Wen Heyou in the catering industry was born in Hisense Plaza, Changsha.

It is no longer a restaurant squeezed by international brands and locked in the corner by shopping malls. The old Changsha street view covers an area of more than 20,000. After flexible transformation, it was moved indoors in the 1980s.

Restoration of life scenes in Wen Yu You. /worm

The skating rink, pig farm, video hall, foot washing city and matchmaking agency have all been restored one by one, from mottled walls to cable cars full of Cyberpunk flavor, to silk floral shirts hanging outside the "balcony" and double happiness enamel jars filled with crayfish. From here, people can see the appearance of Laochang Shacheng before the transformation, which is even more real than the antique Pozi Street on the side.

When NPC-style waiters guide customers to sit down, what they can smell and taste is also the old Changsha flavor that Wen Heyou began to "brainwash" customers from the beginning of his business.

Customers have also become actors in these scenes. /worm

In the end, Super Wenheyou repaid the rent concessions given by Hisense Plaza with a daily passenger flow of not less than 1 10,000 people. Its daily turnover rate is 8.5 times, and it is rumored that it will return to its original position in 10 month.

What's the difference between Wen Heyou and other online celebrity stores? This time, food, good products and good ideas come first, followed by capital.

Wen Heyou got his first investment after the opening of Hisense Store. The person in charge of the management later said in an interview with the media that he saw "deep humanistic feelings connecting emotions and hearts" in the chaos of super writers and friends.

Through this wave of emotional cards, Wen Heyou embarked on the road of continuing to hang up.

Wenheyou

Isn't it just a covered food street?

Recently, there is such an invincible setting in the popular animation "The Curse Back to War". The field expands, and the other side is surrounded by layers of surgery. At this time, we can add buff to our skills in all directions, and the skill release is very successful.

In other words, as long as you are in this space, whether it is the smell of stinky tofu, the screaming and frolicking of children, or the distance between people who are too close because of crowding, your youth will impact your memories, take you back to the old Changsha in the 1980 s, and indulge in lively consumption-whether you have memories of Changsha at that time or not, you will never reach puberty.

Chaowen and you are expanding the field! For customers, this is a "killer".

The five fields of understanding in The Curse of Back to War have begun.

Is there any flaw in this "invincible" move?

Yes As a dream, what Wen Heyou fears most is that customers suddenly wake up and start to think calmly.

No, as long as you think about it, people who line up on a street far from Wenhe Youmen in Shenzhen will know, "I dare to go to Guangzhou or Changsha by bus, and I can eat faster."

Some people thought about it and found that the strongest selling point of literature and Excellence, scene creation, is not so Changsha. Some modern neon lights and many shop signs are also posted on it.

An article in Art and Design analyzes that, for example, a super writer friend, relying on vertical signboards and dense information flow, can easily make people feel "rich in content and worth exploring", which is suitable for taking pictures and meets the commercial needs of "everything is a celebrity on the Internet".

Such a lively street scene must come from a market with extremely developed capital and commerce. This may explain why Wen and his friends obviously restored the old Changsha, but many people think of Kowloon Castle Village in Hong Kong as soon as they walk in.

Telling stories in such a space is kung fu.

If it is bad, it can also be love on the roof.

A generation, when tracing back to the old city of memory of time, also collaged the subtle influence of Hong Kong film culture on them.

Evidence: It is rumored that Wen Bin praised Wong Kar-wai in Pozi Street in his early years.

This is not a bad thing, after all, culture should be full of flowers and blend with each other. We can take this as a clue, and after further consideration, we can find that Wen Heyou is not only related to the wrapped woman, but also doing the work of wrapped woman.

Distribute it to sugar-fried chestnut shops, foot washing cities and small commodity wholesalers, and invite them to jointly create a beautiful old time. The story is beautifully compiled, and the actual identity is a "second landlord".

Take Guangzhou Chaowen Heyou as an example. Earlier, some media reported that the first batch of merchants did not have to pay rent and utilities, but 30% of the turnover had to be shared with Wenheyou. This also led to the late business, the temperament of online celebrities faded, and the store revenue was not as good as expected. In less than half a year, I broke up early.

Guangzhou Super Wenhe Youtu/Xiao Han

Throughout the life cycle of a super literary friend, in addition to the scene creation in the early stage and the marketing during the opening period, the more I should be the protagonist in the later stage, but more and more absent, I will concentrate on frying my 200 crayfish.

The settled merchants also operate independently, and they should have opened dispensable branches in Wenheyou. In this overcrowded space, people are distracted.

Now you might as well reconsider. What is the reason why I want to go to Shenzhen Wenheyou to queue up?

Is the stinky tofu here more fragrant than outside? Can I buy any limited edition bags or sneakers that I can't buy outside after queuing in?

Is it because I bought a card in the food court and strolled around the big flat ground, and I can eat the same snacks, but do I have to walk into the maze and climb a few more stairs to help me digest?

Oh! Maybe it's because there are no modern China tea shops anywhere else in Shenzhen.

Wen Heyou wants to be a cultural company, but it is always difficult to describe what kind of culture he advocates to consumers, which makes this company as easy to be sealed in place as when they customized it themselves in the old days.

If we look at other industries, there are many enterprises that are similar to Wenheyou, but they have made the culture clear.

Like Eslite Bookstore, which has turned over the second landlord, the bookstore with low gross profit is responsible for conveying the beauty of humanities and art to customers, and the brand collects goodwill.

When the spirit is promoted, customers can turn around and practice their fantasy of a better life in nearby art galleries, exquisite restaurants and cultural and creative shops with the same temperament.

Finally, these businesses also give back to Eslite by paying rent to support the survival of bookstores.

China consumers are more familiar with Xiaomi. Xiaomi mobile phone is cheap because it is an internet company, and it is only sold to make you a small hundred dollars and make friends.

However, when Xiaomi took these friends by the hand and brought them to many third-party apps, ideas about design, intelligence and future collided with each other in the open platform, and traffic also gave birth to a huge room for realization.

The fan culture that both companies have is exactly what Wenheyou lacks.

Perhaps culture needs more time to test before it can be recognized; But on the way to Disney, Wen Heyou had to approach Eslite and Xiaomi first.

It is not impossible. Some time ago, some netizens in Weibo said that they saw the Marvel hero appear at the Disney fireworks show and "exploded on the spot". I don't know if any literary friends with capital have discovered its food marvel comics.

Who gave it to Wen Heyou?

Define the qualification of national people's fireworks?

Earlier, in an interview with China Entrepreneur magazine, Wen Bin said that the so-called online celebrity is to ask and solve problems.

How to explain it? He cited the example of Ford making cars. Legend has it that if Henry Ford asked consumers what they wanted, the answer was "a faster horse", and cars might not appear in this world.

Calvino also wrote in Invisible City: "What you like about a city is not the seventy or seventy miracles, but the answers she gives to your questions or the questions she can force you to answer."

As a Changsha wazi who has lived in Pozi Street for twenty or thirty years, Wen Bin accurately identified the huge hole in consumers that they didn't realize, that is, the time when they accidentally ran forward or had to stay in order to follow the rapid development of the city has passed and is still precious.

The success of the scene created by Wen Heyou is related to its current situation. /worm

Wen Heyou turned these lost things into a flower shirt hanging outside the wall and no one put it away; I still tasted sausages when I was a child, and I clamored for adults to buy them every day. This way to solve the problem is through the five senses and touching.

But from another point of view, without the development speed of Changsha, an online celebrity city, and the influx of people brought by entertainment circles and night economy, the possibility of creating a super literary friend is extremely small.

How difficult is it to build a city in the past with the current economic environment and technology?

But what about the future

We saw Wen Heyou's distorted appearance after he left Changsha in Guangzhou and Shenzhen.

Street legend fried snails, ordered a plate of snails, and sent a song by Anita Mui.

A year ago in Guangzhou, Wen Heyou filmed the documentary "Street Chef", telling the unfortunate and difficult life of the owners of barbecue stalls and beef offal stalls, and their stories that are still kind and shining.

Most of the protagonists in these stories have been included in its tenants. Weng Donghua, general manager of Super Wenheyou, said in an interview with 36Kr that under the situation that mobile vendors were generally expelled, Wenheyou not only "solved the problem of survival and inheritance for merchants", but also provided shelter for vendors and "inherited the street culture and preserved the fireworks atmosphere of the city".

The fried snail in the documentary and Chen Apo selling beef offal are both very popular in Guangzhou. Wen Heyou helped them "take root", which is also in line with his narrative style of guarding the old times.

Dongshan and Xiguan are the old days in Guangzhou, which are not found in literature or friends. /worm

But then again, the merchants who can settle down in Wenheyou are themselves the "light of election" who won the brutal battle on the streets of Guangzhou.

Guangzhou citizens' insistence on food is also a kind of protection for these vendors, and survival is no longer their most urgent problem.

Even if you continue to "wander the streets", there will be many people who write like Cai Tou. They will drive from Shenzhen in the evening 1 1 and wait for their friends to get off work at three in the morning. Let's have a snack and chat together, or just sit silently. Leave before midnight and at dawn. "Should be a thief. Every time I go to Guangzhou to steal a little fireworks, I turn my head and run. "

Guangzhou surpasses Wen Heyou. / unsplash

Wen Heyou became a program host. It publicizes its great mission in a high-profile way, and immediately interprets the fireworks on the streets of Guangzhou as the noise in the food complex. The more popular the market culture it creates, the more divorced these cultures are from the market.

It is said that Wen Bin, who became a freshman at Lakeside University at the end of May 2020, started his studies with such a question: "There must be something wrong with this scene when a foreigner goes to Beijing to eat stinky tofu in Changsha."

A year later, Shenzhen Chaowen Heyou opened, and he still didn't understand how to solve this problem from the good-looking Shen Sheng oysters.

Wen heyou is in a dilemma. Only by solving the problem of Changsha people can it stay in Changsha. But out of Changsha, it can't even see what problems people living elsewhere have, let alone create something for them.

"Midnight Food Store", coming to China is very uncomfortable.

Unfortunately, none of the domestic remakes of Midnight Food Store succeeded.

It takes time to solve the problem of acclimatization. Perhaps after the excitement faded, Wen Heyou began to drift like a real wide drift and a deep drift. Only when thinking about how to take root and survive in this city can we truly interpret the fireworks here.

Penetrating the deformation of literary friends-Yuhao Liu

Queue up to 3,000 tables every day to reveal Wen Youyou's business evolution theory-Wu Youyou.

How do network celebrities and friends build from roadside stalls to queues of 10 thousand people? -Guo Song Finance

Super IP text and tour, how many "pits" are there to step on? Times

Guangzhou store is facing challenges, and Chaowen and Friends-Hongcan.com expansion have two major "hard wounds".

Chaowen and his friends are full of praise. Can Wen Bin's dream of "Disney Restaurant" come true? -Finance

The Internal Logic and Boundary Conditions of Super Literature and Friends —— Shou's Strategic Consultation

Feng Tonghui quit Wen Heyou, how to keep the emotional narrative fresh? -Know Ichinomiya Hikaru.

Wen Bin: Even if I set up a stall, I will make a brand-xiaoxiang morning herald.

Experience Shenzhen Wenheyou: When Market Culture Becomes New Consumerism-Rachel

Why does "Rui 'an Hotpot Restaurant" like to hang "time-honored signboard"? -Xu Tingwei

Stir-fried snails in Guangzhou-the past by the trough