Bare cement, broken walls, falling tiles ...

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

What is the popular trend and logic behind this?

The soil destroyed people, but every family caught fire.

Zhuguangyu Hotpot Restaurant (Chongqing)

Recently, the author's circle of friends was screened by the video of "Zhu Guangyu Hot Pot Restaurant" which just opened and detonated the Chongqing catering circle, 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, full of the spirit of "ruins to the end".

However, the store is also mixed with some fashionable online celebrity elements, such as the Shanghai convenience store element that is said to be Roy's same drink wall; The bathroom restored the Wong Kar-wai film shooting scene. ......

It is precisely because of this extreme crash and fashion contrast that countless netizens queue up to punch in.

Nan hotpot (Chuanyu)

South Hot Pot from Chongqing, which just opened in Chengdu in August, actually occupied the top three hot pot comments by the public.

This shop is spacious, with a standard nostalgic style of the 1980s. There are different types of grocery store decorations in different areas, and there are also some grounded copywriting. For example, even if there is secular desire, it is not as comfortable as hot pot, and it is very confusing to be criticized.

Welcome to add my friend (ID: xgls7890).

Explore more takeaway skills

Mottled cement floors, rusty iron fences, red brick walls without any decoration, and old objects full of ages ..... carry the "dirt" to the end.

Bindi Pot-stewed Hotpot (Changsha)

This is the queue king in Changsha, a 500-square-meter hot pot restaurant, which is open 24 hours a day, with a maximum of 10.2 units!

"The decoration of his home restored the electrical appliance market (shopping mall) in the 1970s and 1980s, inspired by the hit drama" Big Rivers "of that year."

Chen Bo, the space designer in charge of the case, told the author that the market was hot at that time, and in order to distinguish it from all kinds of street markets, they deliberately restored the scene of the electric mall.

The patchwork tag (logo card) in front of each store is a typical element, which is enlarged and is also a memory point. Other furniture decorations, such as glass cabinets at the checkout counter and poles on the roof, have also been carefully repaired.

The whole design is relatively simple, easy to land, and the cost is relatively low, 800- 1000 yuan per square meter. For example, the wall is only made of waist line and partition, and the top is directly brushed with latex paint, and the top is basically motionless. ...

Panchenggang Hotpot (Zhengzhou)

Known as the most broken string of incense in Zhengzhou, the incomplete demolition wall, the dilapidated small advertisements on the wall, and the 28 th bicycle seem to be in the family courtyard in the 1990 s.

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

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

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

Dafeng Hotpot (Wuxi)

Dafeng hot pot, which ranks first in Wuxi hot pot list, is a hot pot restaurant that starts to queue up before opening the door every day.

Just looking at the door, I thought I had walked into the dilapidated factory building. This shop is full of Zen style in China, with white walls and black tables. When I walked in, it looked like a small Jiangnan. The table is made of stone and the chair is made of bamboo. On the whole, there is 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".

Yigenchong Community Hotpot (Wuhan)

Wuhan's "Aliong Hot Pot", an online celebrity store hidden in an alley, ranks first in the hot pot list in Jianghan District.

The netizen said that the number taken around 7 o'clock will not be released until 9 o'clock. It will be full at 4 pm.

This store is positioned as a community store, and it is really not decorated. The door is very casual, and the cement floor in the store is rough as a whole. Plates are all stainless steel plates, which have 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, supporting the family", "If you don't eat well, please talk to the boss privately, and don't talk about it everywhere." More honest and interesting.

"Local flavor culture" prevails.

In fact, these "local" shops all belong to the street style. A friend of a space designer told me that the market is a big style. Based on the expression of the market, it is related to time, scene and region.

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

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

As early as two years ago, 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 more specific scenes, such as factories, supply and marketing cooperatives, cinemas, karaoke bars and so on.

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

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

Looking back, 200 yuan's hometown chicken flavor conference became popular on the Internet, and the official poster announcing Yun-peng Yue's endorsement recently became popular among friends.

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

Even in the beverage industry, there has been a "sandstorm". The video of loving tea, and the painting style of the official WeChat account of modern China tea shop all follow the "earthy cool" route, which makes young people more and more fascinated.

Needless to say, the fashion world has long regarded "earth" as beauty. For example, the new hourglass bag released by Balenciaga on Tanabata, the magical painting style attracted more than 200 million readers in Weibo, and was commented by netizens as "The earth trembles and kills people online."

Internet industry frequently launches local flavor marketing. Tencent's 2 1 anniversary, the promotional films, subtitles, service methods and shooting techniques produced by Tencent accurately restored the TV features in the middle and early 1990s.

In addition, you may find that in the context of your communication with friends, local love words, local lyrics and local expression packs are becoming more and more common. ......

"Earth" attracts young people more easily.

Some marketers pointed out that the popularity of local flavor is not because of its local flavor, but because it reflects some needs of the public in order to find fun and relax in the cramped modern life.

Especially with the help of short videos such as Aauto Quicker, those local cultures rooted outside the "Five Rings" have the magic to penetrate the barriers of the circle and stir up the sense of participation of the whole people.

Generally speaking, the public is tired of exquisite beauty, and suddenly a completely opposite and vulgar "soil" emerges, which is instantly attracted and becomes a new aesthetic pleasure.

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

Secondly, "earth" is easier to link with young people and become a direct interaction with young people. After all, now they like strange land, which is better than the same beauty.

At present, consumption is downgraded, and consumption habits pay more attention to cost performance, which also makes "local flavor" more popular.

In short, "Earth" has become a popular way of communication.

Being able to "soil" is also a demonstration of strength. If you can keep up, you can play. Just as big-name "playing with dirt" is more likely to break out, it needs a deep insight into consumption and a mature marketing style and operation mode.

Will you follow the street wind?

The decoration style of hot pot restaurant is from the earliest Chinese style (such as Dalongyi and Xiaolongkan). ) to the black gold style, industrial style, luxury style, and now the street style and retro style, each style has a certain popular cycle.

Chen Bo, the designer of Joint 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 real feelings.

At present, Jingfeng hotpot restaurant is flocking to the market, but many of them have not been recognized by the target customers, which is related to blind plagiarism.

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

Source: hot pot. See hot pot

Author: Rosa Tian Guo