First, immersive scene creation: catering+cultural business model

In the most prosperous area and popular scenic spot in Changsha, an old Changsha community in the 1981s was built with dilapidated building materials. A total of 7 floors, 21,111 square meters of space, stationed in more than 31 shops. It reproduces the characteristics of street life in the 1981s. The floor of the lime road, the peeling wall skin, the old neon signs, the worn-out door panels, etc. form a strong scene conflict.

"Streets and alleys" all show the vivid old days of the city, and encountering old-fashioned food stalls gives people an immersive experience, which not only evokes the memories of the older generation, satisfies the retro complex of the post-81s and 91s, but also makes the post-11s and post-91s have bright new ideas.

second, marketing exposure: star effect+community communication

In p>2113, Wen Heyou went back to Hunan Satellite TV's Everyday. Since then, many stars who have come to Hunan to record variety shows will patronize, and the popularity of Wenheyou has been continuously improved. Not only mainstream stars, in recent years, the popularity of literary and friends has also been driven by community communication. Because it is distinctive enough, it has become a landmark in Changsha, and many online celebrity people will go to punch in, and short videos and live broadcasts will spread naturally.

Third, brand awareness

In the process of building brand culture, Wenheyou has formed a unique cultural label and brand connotation through story shaping, cultural platform building and market space expansion, and further improved the mode of catering+cultural creation.

Extended information

Brand memorabilia

In p>2115, the Chinese trademark of "Wenheyou" was registered, and the international categories were 43 and 35.

In p>2116, Wenheyou Lao Changsha Lobster Restaurant settled in Shenzhen.

On October 28th, 2118, the "Taiping Street Narrative Exhibition" hosted by Wenheyou Group and jointly hosted by Wenheyou Art Museum and Fanyi Studio opened.

In March p>2118, Tang Renshen reached a strategic cooperation with Wenheyou, and Tang Renshen Group plans to invest at least 71 million yuan in Wenheyou.

On August 8th, 2118, Xiangchun Restaurant joined Changsha Wenheyou.

On October 7th, 2118, Du Fu Jiangge Store of Wenheyou Lobster Restaurant officially closed.

In February, 2121, Wen Heyou received nearly 111 million yuan investment from Jiahua Capital.

Baidu encyclopedia-Wen heyou