The sudden drop in the flow of people, the withdrawal of merchants, and the upgrading and adjustment can save Shenzhen Wenheyou, which is fading in popularity?

　　Shenzhen Wenheyou, which focuses on "catering + cultural and creative", is gradually receding from its previous popularity.

A reporter from the Beijing News recently visited and found that compared with the first opening in the spring of 2021, the flow of Shenzhen Wenhe Friends has dropped sharply, the doors of many stores in the venue are closed, and a store that focuses on the retro style of the 1980s is in a state of withdrawal.

　　In response to the current situation, on January 8, Wenheyou CEO Feng Bin and Shenzhen Wenheyou General Manager Wu Xian revealed in an interview with a reporter from the Beijing News that Shenzhen Wenheyou is adjusting, the theme and scene will be upgraded, and the brand will be upgraded. It will be screened around catering, focusing on the layout of its own brands.

The upgrade will be completed around May Day this year.

　　Whether the adjusted Shenzhen Wenheyou can retain consumption and continue to gain passenger flow has become the focus of the industry.

Some analysts believe that it is the key for Wen Heyou to establish competition barriers under the Internet clothing.

　　The flow of Wenhe friends in Shenzhen plummeted

　　Shenzhen Wenheyou is located in the Dongmen business circle of Luohu District, Shenzhen. When it opened in early April 2021, it created a grand occasion of "40,000 + row number".

In mid-December 2021, a reporter from the Beijing News visited and found that compared with the opening, Shenzhen Wenheyou's passenger flow and on-site stores have changed.

　　Around 8 p.m., it was the peak consumption period, but in the collection area of ​​online celebrity stores on the 4th floor of Wenheyou in Shenzhen, the doors of many stores were closed. , A "suspended business" sign has also been erected in front of the Dream Dance Hall, which relies on immersive drama to attract customers.

In addition, many food and beverage outlets on the fourth floor are also closed.

　　The first basement floor is Shenzhen's first immersive underground fashion play city "Black Hole" co-created by Wen Heyou and TOP TOY.

And the traffic here has also plummeted.

A reporter from the Beijing News observed and found that only one consumer shopped in the cosmetics area within 10 minutes, while the rest focused on experience and taking pictures.

Some consumers think that there are many categories of goods here, and many big brands and online celebrity cosmetics can be bought here, but the prices of the goods do not have market advantages.

　The upgrade and adjustment will be completed before and after May Day

　　In response to the closure of some stores of Shenzhen Wenheyou, on January 8, Wu Xian, general manager of Shenzhen Wenheyou, told the Beijing News reporter that the Dream Dance Hall has been changed from an immersive theater venue to a talk show venue. , Due to the needs of epidemic prevention, the form of talk shows is more suitable for relatively confined spaces.

In addition, the stores of the old East Gate Lee Kee Department Store have been replaced by brand management.

　　Wenheyou CEO Feng Bin told the Beijing News reporter that the theme and scene of Shenzhen Wenheyou are in the process of being upgraded, and all the merchants that have withdrawn stores will be replaced with new ones. The overall upgrade will be completed around May Day this year.

Wu Xian also mentioned that as the end of the year is approaching, coupled with the need for epidemic prevention and control, Shenzhen Wenheyou will take this opportunity to adjust and transform, and will present a cyberpunk-style future market, including seafood markets, vegetable markets, and bazaars.

　　In terms of brand selection, Shenzhen Wenheyou will screen brands around catering, while focusing on the layout of its own brands.

Wu Xian said that catering is the area that Wenheyou pays most attention to. In the first half of 2022, the selection of brand stores will be completed, and Changsha Wenheyou will introduce the most popular catering brands.

Under the Internet celebrity, it is necessary to establish competition barriers

　　According to public reports, Wenheyou has 3 stores in Changsha, Guangzhou and Shenzhen.

Among them, Shenzhen Wenheyou opened in April 2021, and there was a grand occasion of 40,000 tables in the restaurant during the opening, but the popularity only lasted for half a year.

In September 2021, the sign outside the building was renamed from "Shenzhen Wenheyou" to "Oyster Market in Laojie".

According to the WeChat public account, the "Oyster Market in Old Street" is a brand-new field created by Shenzhen Wenheyou. This is its first independent regional IP, and it is also the 2.0 version of Shenzhen Wenheyou.

　　Regarding the decline in the popularity of Wenheyou in Shenzhen, more than one consumer believes that the pop-up store of the tea brand tea brand has taken away the popularity and passenger flow of Wenheyou in Shenzhen.

Some consumers also said that Shenzhen Wenheyou has a strong Internet celebrity attribute, and after experiencing a punch-in experience, the willingness to repurchase is not strong.

　　The analysis believes that Wenheyou's way of acquiring customers is to rely on trendy decoration styles and Internet celebrity brands to obtain traffic, but Shenzhen Wenheyou cannot continuously and efficiently convert traffic into consumption. The main reason is that compared with Changsha Wenheyou, Shenzhen Wenheyou did not realize the difference between one store and one scene.

Wenheyou, which mainly focuses on Shenzhen's local culture, is a foreign brand to Shenzhen and lacks a deep integration of local culture. Simply copying the Changsha Wenheyou model cannot resonate with local consumers.

At the same time, relying on the Internet celebrity attributes to capture traffic, and the brands and products that have settled in are not obvious, so it is difficult to retain consumption and continue to gain passenger flow.

　　Some people in the industry pointed out that after stripping off the net red coat and the popularity receding, the key is whether the adjusted and upgraded Shenzhen Wenheyou can establish its own competitive barriers.

And Wen Heyou himself recognized this problem.

"Before the peak season, Wenheyou needs to have its own core competitiveness and differentiated experience to be able to stick to young consumer groups in every city. Wenheyou ultimately hopes to form a delicious and fun theme park through brand collections. Extend the residence time of consumers." Wu Xian said.

　　Beijing News reporter Yu Guigui

　　Editor Wang Lin proofreading Li Ming