Changsha Wen He You Yi Jiao/Tu Bug

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 in the form of a micro-movie, telling the whole process of its birth in order to conform to Shenzhen's "strange and magical" temperament and record Shenzhen people's "laughter and tears on the road to dreaming".

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

Half a month ago, Shenzhen Wenheyou was ranked at more than 41,111, blocking a whole street.

As a catering company, Wenheyou has set a record in both the floor space and the average number of people. A lot of doubts 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's food industry", someone accurately captured the only similarity between it and Disneyland at present, which was the queue waiting at the gate.

For example, when Wenheyou took "let people escape from reality for a short time and get a moment of relaxation" as its business philosophy, many people agreed, because this large-scale theme secret room in Kowloon Castle really made people dizzy and lost touch with the north and the south.

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 is enough.

Guangzhou Wenheyou Entrance/Figure Bug

It can be seen that Wenheyou has been in and out of the public opinion field in recent years, but the "food" and "taste" that should be the protagonist seems to have quietly ended.

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

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

I didn't expect it to be an inspirational history.

Let's recall your city first. How many shopping centers are there now?

Are these shopping malls a Starbucks at the gate, with McDonald's or KFC in the right and left? Maybe there is a Naixue or Xicha at the end of the 1th floor, and the top floor and basement are occupied by chain brands of all sizes?

For Brunch and afternoon tea, these stores put their own seductive smells into the cool air of the mall to attract customers to visit.

Few merchants can compete with Starbucks for positions. /unsplash

customers say it's a stroll, but it's really just a stroll. Because as long as they take a closer look, they can find that the so-called creative food shop may just be the reheating center of packaged food in the factory;

The seemingly satisfying choices are actually just the same dishes, which are served in different decoration and design styles.

There are only a few people who are recognized as trustworthy, and there will always be more people waiting for them than people eating.

I really can't choose anything to eat after a lap. These stores constitute the most popular area in every mall, but they also create a false prosperity of urban cuisine.

there is no delicious food in the city, only money. The closure of old stores and the opening of new stores have become a common occurrence, except that the nearby contractor team has had enough food.

Changsha Food City Village/Tushu

Wen Heyou can stand out from such an environment, which must have engraved "We are different" in DNA very early. But the story has to start from Pozi Street 11 years ago.

Pozi Street in Changsha has been a heavy traffic area since ancient times. Once upon a time, it used to be a guest in Shanxi in the north and Suzhou and Hangzhou in the south, with money houses, medicine numbers and cloth shops, where all trades competed for the best; Later, it became a snack street side by side with Chenghuang Temple and Confucius Temple.

Connect the May 1st Business Circle and IFS in series, which is the trend holy land that young people in Changsha must go to worship every day. People who have never been to Changsha have also heard the story of guarding the liberation of the west near Pozi Street.

Screenshot of online celebrity Documentary "Guarding the Liberation of the West"

Version 1.1 of Wen Heyou is a fried string stall run by founder Wen Bin alone. Three months after he first set up his stall, he left many legends on Pozi Street-

For example, Mingming started with a fund of only 5,111 yuan, and spent 2,111 yuan each on buying a car and importing materials. All the rest of the money was used for IP and signboards, so that others could see his stall at a glance.

Or like inventing the explosive snack "Sharp ribs", hundreds of people are willing to queue up to have a taste.

when other stall owners can earn 411 yuan at most in a day, he set himself a small goal of doubling it by 11 times, and then he realized it.

One year later, Wen Bin escaped from the nightmare of urban management and started a formal business in the old Changsha frying company with a square meter, which became popular with Everyday. A year or two later, he opened the old Changsha lobster restaurant and founded the old Changsha sausage.

Fried skewers

From a single fried skewer to the later versions of 2.1 and 3.1, Wenheyou can be said to follow the vine of "Old Changsha", which not only made clear the taste likes and dislikes of local people in snacks, but also established the supplier relationship of multi-category and high-quality ingredients, all of which laid a red-hot gene for the super Wenheyou.

The business is getting bigger and bigger. According to the data of that year, the annual sales of the lobster restaurant with a size of 1,411 square meters can exceed 111 million yuan, but at this time, the literary guests are no longer satisfied with more and more digits.

In an interview with the media in 2118, he talked about his understanding of "delicious": "Delicious is an emotion, and what makes me happy after eating it is delicious. It is not only the sense of taste, but also the five senses that move the heart, so as to form 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 researched and developed for half a year, has become a legend in the sausage industry. /Thumb Worm

One year later, a "brand-new species" super Wenheyou in the catering industry was born in Changsha Hisense Plaza.

it is no longer a restaurant squeezed by international brands and kept in a corner by shopping malls. Covering an area of more than 21,111, the street view of old Changsha was moved indoors in the 1981s after being flexibly transformed.

the restored life scenes in the literature and friends. /Figure 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 the old Changsha city before the transformation, even much more real than the antique Pozi Street on the side.

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

customers also become actors in these scenes. /Thumb Bug

In the end, Super Wenheyou gave back the rent concessions given by Hisense Plaza with the daily passenger flow of not less than 11,111 people as evidenced by counting chopsticks. Its daily turnover rate has reached 8.5 times, and it is even rumored that it will return to the book smoothly in 11 months.

What makes Wenheyou different from other online celebrity stores? This time, food, good products and good ideas came first, and capital followed.

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 emotion and mind" in the chaos of super-writers and friends.

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

wenheyou

isn't it just a food street with a paste?

There is such an invincible setting in the popular animation "Curse Back to War" recently. The field is expanded, and the other side is surrounded by layers of surgery. At this time, our skills can be added with buff in all directions, and the skills can be released with great success.

In other words, as long as you are in this space, whether it is the fragrance of stinky tofu, the screaming and frolicking of children, or the too close distance between people because of crowding, your youth will hit your memory, take you back to the old Changsha in the 1981s, and indulge in lively consumption-whether you have any memories of Changsha at that time or not, until you reach puberty.

super-friendly people are just expanding their fields! For customers, this is a "killer skill."

The Five Enlightenments in The Mantra Back to War were launched.

Is there any flaw in such an "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 in a street far away from Wenhe Youmen in Shenzhen will know, "If I take a bus to Guangzhou or Changsha, I can eat faster."

when someone thinks about it, they find that the strongest selling point of Wenheyou, scene creation, is not so Changsha. Some modern neon lights and numerous shop signs have also been pasted into them.

An article in Art and Design analyzes that, for example, super writers and friends, depending on the stacking of vertical signboards and dense information flow, people can easily create the feeling of "rich in content and worth exploring", which is suitable for taking photos and meets the current commercial demand of "Everything is online celebrity".

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

Telling a story in such a space is Kung Fu.

If it's bad, it can also be Love on the Rooftop.

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 boasted of Wong Kar-wai in Pozi Street in his early years.

This is not a bad thing. After all, culture is supposed to blossom 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 chartered woman, but also doing the work of the chartered woman.

It was distributed to sugar-fried chestnut shops, foot-washing cities and small commodity wholesalers along with shopping malls, and invited them to create a beautiful old time together. The story was beautifully compiled, and the actual identity was a "second landlord".

Take Guangzhou Super Wenheyou as an example. Earlier, it was reported by the media that although the first batch of merchants settled in did not have to pay rent and utilities, 31% of their turnover had to be shared with Wenheyou. This also led to the late business, online celebrity's temperament faded, and the store's revenue was not as good as expected. In less than half a year, it was early to break up.

Guangzhou Super Wenheyou Map/Xiaohan

Looking at the life cycle of a super Wenheyou, apart from the scene creation in the early stage, the marketing during the opening period, which should have been the hero's in the later stage, became more and more absent, so I went back to concentrate on frying my own 211 crayfish.

The merchants who entered the market also operate independently, so they should all open a dispensable branch in Wenheyou. In this overcrowded space, people's hearts are scattered.

Now let's think about it again. What's the reason why I have 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?

It's because you can eat the same snacks when you buy a card in the food court and stroll around the big flat floor, but do I have to walk into the maze and climb a few more stairs to help digestion?

oh! Maybe it's because there is no Modern China Tea Shop anywhere else in Shenzhen.

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

If you look at other industries, there are many enterprises that are similar to Wenheyou, but have made sense of culture.

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

when customers with high spirits turn around, they can go to nearby art galleries, exquisite restaurants and cultural and creative shops with the same temperament to practice their fantasy of a better life.

In the end, these merchants also give back Eslite by paying rent to support the bookstore to survive.

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

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

fan culture, which both companies have, is exactly what Wenheyou lacks.

Maybe cultures need to be tested for a longer time before they can be recognized. But on the way to Disney, Wen Heyou had to get close to Eslite and Xiaomi first.

it's not impossible. Some time ago, some netizens in Weibo said that they saw Marvel heroes appear in