Bare cement, broken walls, and tiles are falling off ...

The author found that the decoration style of "dropping dirt and slag" has recently become popular in the hot pot industry, and many newly-opened hot pot restaurants have ruthlessly put themselves in the dirt, and the business of crossing the soil is getting more and more popular.

what's the fashion trend and logic behind this?

The dirt is ruined, but each family is better than the other

Zhu Guangyu Hot Pot Restaurant (Chongqing)

Recently, the author's circle of friends was screened by the video of "Zhu Guangyu Hot Pot Restaurant", which exploded the Chongqing catering circle just after its opening, ranking fifth in the hot pot list!

Its decoration style is called "Syrian style", with gray cement walls and broken walls everywhere. Even the door head is deliberately made into a "fragmented and dilapidated" shape, which is full of the spirit of "ruins to the end".

However, the store also mixes some fashionable online celebrity elements, such as the Shanghai convenience store element which is said to be the same beverage wall in Roy; The bathroom restored the filming scene in Wong Kar-wai ...

It is precisely because of this extreme decadent and fashionable collision contrast that countless netizens lined up to punch in.

Nan Hotpot (Sichuan and Chongqing)

Nan Hotpot from Chongqing just opened in Chengdu in August, and actually occupied the top three hot pots commented by the public.

The store is spacious, with a standard nostalgia for the 1981s. There are different types of grocery store decorations in different areas, and there are also some grounded copywriting, such as: even if there is worldly desires, it is not as comfortable as a hot pot, and it is criticized that Nan is confused.

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mottled concrete floor, rusty iron fence, red brick wall without any decoration, old objects full of age ...... carry the "dirt" to the end.

bindi pot-stewed hotpot (Changsha)

this is the king of queues in Changsha, a 511-square-meter hotpot restaurant, which is open 24 hours a day, with a maximum of 11.2 units!

"The decoration of his home restored the electrical appliance market (shopping mall) in 1971s and 1981s, which was inspired by the hit drama" Big Rivers "."

Chen Bo, the designer in charge of the case, told the author that at that time, the market was popular, and because it was different from all kinds of street markets, they specifically restored the scene of the electric mall.

The tag (logo card) strewn at random in front of each shop is a typical element, which has been enlarged and is also a memory point. Other furniture decorations such as glass cabinets at the checkout counter and electric rods on the roof have also been restored in detail.

the whole design presentation is relatively simple, convenient for landing, and the cost is relatively low, 811-1111 yuan per square meter. Take the wall as an example. It is only made of waistline and clapboard, and the top is directly painted with latex paint, and the top is basically motionless ...

Climbing into a steel skewer (Zhengzhou)

It is known as the most broken skewer in Zhengzhou, with a broken demolition wall, dilapidated small advertisements all over the wall and bicycles on the 28th, as if it were in a family courtyard in the 1991s.

interestingly, its decoration also incorporates many elements of old Zhengzhou. More than a dozen signboard scenes, such as "Zhengzhou People's Bank, Zhengzhou Textile Machinery Factory, and Huimian Noodles of Laosi Factory", are very contemporary.

This store also has a small pig farm, which many netizens said was attracted by the small suckling pigs raised in the store.

Even in the competition with the radio alley and the roadside on the same street, it is not inferior, and it has rushed into the top five of the local hot pot list in Tik Tok.

Dafeng Hot Pot (Wuxi)

Dafeng Hot Pot, which ranks first in Wuxi Hot Pot List, starts to queue up every day before it is open.

Just looking at the door, I thought I had walked into the dilapidated factory building. The shop was full of Chinese Zen style, with white walls and black tables. When I walked in, it looked like a small south of the Yangtze River. The tables were made of stone and the chairs were made of bamboo. As a whole, there was a feeling of "returning to nature".

There is also a small pond on the second floor, which echoes the hemp fiber on the wall and has the experience of "fishermen returning home".

A Scallion Community Hotpot (Wuhan)

Wuhan "A Scallion Hotpot", a online celebrity store hidden in an alley, ranks first in the hot pot list in Jianghan District.

netizens said that they got the number around 7 o'clock and waited until nearly 9 o'clock. It's full at 4 pm.

this store is positioned as a community store, and it is really not decorated very much. The door is very casual, and the cement floor in the store is rough as a whole. The plates are all stainless steel plates with no texture, and many plastic disposable tableware.

On the wall are simple words that the boss wants to say to the diners, such as: "Small profits but quick turnover, childlike innocence, bringing home the bacon", "If you don't eat well, please talk to the boss privately, and don't talk about it everywhere." Frankly, it's a bit interesting

"local culture" is prevailing

In fact, these "local" shops belong to the market trend. A friend of a space designer told me that the market is a big style, based on the expression of the market, it has something to do with the time, the scene and the region.

Just like the ruin wind created by Zhu Guangyu's hot pot mentioned above, it is also a subdivision of the street wind.

the street style emphasizes the atmosphere of fireworks, which makes people have no distance, stay away from and put down all the burdens, and present their truest self.

As early as two years ago, the street style became popular from Sichuan and Chongqing. But this year, we found that the performance of street style is more diversified, not only setting a certain age, but also superimposing a more specific scene, which can be factories, supply and marketing cooperatives, cinemas, karaoke bars and so on.

besides, the market style this year is even more "rustic". In fact, students who don't understand space design can easily refine the above decoration style into a word "earth", but this is not real earth, but a "earth tide" that conforms to the current social context.

this is also an inevitability of the popularity of the market, because no matter in the catering industry, the beverage industry or the fashion industry, the local flavor culture is prevailing!

Looking back, 211 yuan's local flavor conference of hometown chicken became a hit on the Internet, and recently, the official poster announcing Yun-peng Yue's endorsement also made a splash in the circle of friends.

I believe everyone who has seen it has lamented that it is so rustic (but it does not prevent it from being widely circulated by modern people). (Related reading: Ask Yun-peng Yue to endorse the hot search, and the hometown chicken will teach you how to do textbook-level marketing)

Even in the beverage industry, there has been a "sand storm". The video of tea-loving, and the painting style of WeChat official account in Modern China Tea Shop all take the "earth-cool" route, and this earthy flavor makes young people more and more fascinated.

Needless to say, the fashion industry has long regarded "earth" as beauty. For example, the new hourglass bag released by the Balenciaga family on Tanabata attracted more than 211 million readers in Weibo, and was commented by netizens as "trembling with earth, dying online."

The Internet is frequently engaged in local flavor marketing. At the 21th anniversary of Tencent's establishment, the promotional videos, subtitles, service methods and shooting techniques produced by Tencent accurately restored the TV style in the middle and early 1991s.

In addition, you may find that in the context of communicating with friends, earthy love stories, earthy lyrics and earthy expression packs are becoming more and more common ...

"Earthy" is more attractive to young people

Some marketers have pointed out that earthy flavor is popular not because of its earthy flavor, but because it reflects a certain demand of the public.

Especially with the help of short videos such as Aauto Quicker, those earthy cultures rooted outside the Five Rings have the magic to penetrate the barriers in the circle, which stirs up the sense of participation of the whole people.

in layman's terms, people are tired of exquisite beauty, and suddenly a completely opposite and vulgar "soil" pops up, which is instantly attracted and becomes a new aesthetic pleasure.

this contrasting "soil" means grounding gas on the one hand, which can eliminate the strangeness and distance between brands and consumers and expand the audience. Especially when the big names make the action of "earth", the contrast is stronger and it is easier to score, which is called "earth tide".

Secondly, "Earth" is more likely to link with young people and become an interaction that goes straight to the hearts of young people. After all, now they like strange soil, which is better than the same beauty.

With the current consumption degradation, consumption habits pay more attention to cost performance, which also makes "local flavor" more popular.

in a word, "earth" has become a popular way of communication and communication.

being able to "soil" is also a demonstration of strength. You can keep up and play with it. Just as big-name "playing with dirt" is more likely to explode, it needs a profound insight into consumption and a mature marketing style and operation mode.

will you follow the market trend?

The decoration styles of hot pot restaurants range from the earliest Chinese styles (such as Dalongyi, Xiaolongkan, etc.) to the black gold style, industrial style and luxury style, to the current market style and retro style, and each style has a certain popularity cycle.

Chen Bo, designer of Hehehe Space, pointed out that no matter what style is popular, quality space is still a direction of future catering decoration, and Chinese style is still the mainstream, which can convey more authentic feelings.

At present, well-wind hot pot restaurants are flocking to the market, but many of them have not been recognized by the target customers, which is related to blind copying.

"It is easy to make a beautiful space, but it is the most difficult to make a suitable space."

Source: Hotpot See

Author: Tian Guo, Rosa.