"Due to business adjustments, the 'All Wild Party' retro coffee bus will leave the Guangmingsi Reservoir from March. Tourists who want to continue checking in can pay attention to the fan group notification."
Last year, beside the Guangmingsi Reservoir Dam in Longwu, Hangzhou, the more than 200-meter-long "camping + coffee cart street" became popular all over the Internet, and the village road could be blocked by self-driving passengers until it exploded on weekends in spring and autumn.
But recently, many tourists went to the reservoir and found that the original Internet celebrity coffee carts and coffee stands were gone.
Why is the camping coffee cart suddenly not fragrant?
Coffee truck owners leave
Stores left behind transform to wait for customers
"From March, the 'All Wild Party' (hereinafter referred to as "Wild Party") coffee bus has left Guangmingsi Reservoir. In May, we may go to 'Little Iceland' and other Internet celebrity spots to set up a stall. Stay tuned."
At the beginning of March, the owner of the "top class" coffee cart on Longwu Coffee Street (hereinafter referred to as "One Street") - the Wild Party Bus posted a video on social platforms such as Xiaohongshu: The retro bus that had been clocked in by tens of thousands of people was taken away. Towed to the trailer, the camera scanned the surrounding coffee houses waiting to be remodeled.
The comments below are "It used to be the most beautiful scenery of the reservoir, but I didn't expect it to be demolished as soon as it was demolished" "Will you return to Longwu in the future"...but no reply was received.
There are many coffee car owners who have transformed like wild parties.
The reporter interviewed Sheng Yuxiang, the old owner who left in June last year.
"I left because there were too many coffee carts on the 'street' at that time, and the business overlap was too high." Cooperate with various commercial complexes in market activities.
"In the post-epidemic era, local management departments have also tightened the jurisdiction over coffee carts." Several other car owners who once set up stalls on "One Street" said that the street is under the jurisdiction of Hejia Village in Longwu, and it was so popular on weekends last year. The traffic jam lasts 2 to 3 hours. From this year, the management will be standardized, and coffee stall owners must have wooden houses and other buildings when they open their stalls. In the past, Internet celebrity tents and coffee carts were not allowed to enter.
Since there is no fixed business place, coffee carts cannot apply for business licenses and other documents, and they are mobile vendors.
Coffee trucks are basically managed by urban management departments unless they are invited to operate freely.
"Some spots that allow mobile stalls to exist for a long time, such as Wulin Night Market and Tianmuli Market, have also been occupied by fixed coffee car owners early on." Beside them, Hangzhou coffee car owners who "entered the pit" in the middle of last year 70%~80% of them began to resell their cars or turn them into coffee shops because they couldn't find a place with high popularity and good scenery.
"It is basically impossible to support yourself by setting up a stall."
In addition to the difficulty of finding a stall, coffee cart/coffee stall owners also face pain points such as loss of popularity.
The stall owner, Seventeen, also set up a stall in Longwu. The original style of the coffee stall was a huge yurt camping tent. After the new opening this year, it was replaced by a red log cabin building. Although the customized coffee sold in the shop has become a social Everyone on the platform loves to post online celebrity styles, but she also admitted that the atmosphere of "One Street" this year is not as good as last year.
"After the unified management, there are advantages and disadvantages. The good thing is that the infrastructure has kept up, and the sanitation and parking traffic have improved a lot. However, the coffee trucks and other businesses have withdrawn, and some old customers will feel disappointed."
Coffee carts drop in popularity
Part of the city's "micro-vacation" business is cold
Platforms such as Xiaohongshu show that since this year, Hangzhou's "Camping Coffee Cart" and other theme sharing posts have fallen off a cliff compared with the same period last year. The number of related posts from the beginning of this year to the time of publication is only more than 100, and the number of likes is even less than 100.
In the same period last year, the reading volume of a post was basically around 1,000, and there were more than 100 posts in a month.
Does the decline in the popularity of coffee carts mean that the popularity of related businesses has also declined?
Judging from the data of third-party platforms such as AutoNavi Maps, wild Internet celebrity spots (except flower-viewing check-in spots) are more or less facing problems such as declining popularity.
Taking Hangzhou as an example, the Gaode platform shows that the top 10 navigation search volumes are all scenic spots, namely: Lingyin Temple, Xixi Wetland, Prince Bay Park, Qiandao Lake Scenic Area, Hangzhou Botanical Garden, Tangqi Ancient Town, Xianghu Scenic Area, Chaoshan Scenic Area, etc.
However, last year’s popular coffee carts such as Yamashita Art Museum, Tianmuli, Dongxin Hechuang Garden and other Internet celebrity check-in spots were not in the top 30 list.
Why is the city's "micro-vacation" gameplay that it represents so cold?
Is it related to tourists' retaliatory trips to scenic spots?
The answer is yes.
This year, many state-owned and some non-state-owned A-level scenic spots in our province have implemented free admission for the first pass. While the number of people in the scenic spots has increased sharply, it has also robbed the "micro-vacation" market to a certain extent.
Rural tourism, which was popular in the same period in previous years, is also facing the problem of grabbing customers this year.
Some time ago, when the reporter visited Quzhou Nianbadu Ancient Town, Qinghe Ancient Town, Jianglang Mountain Camping Base and other places, local practitioners complained to the reporter about the lack of passenger flow.
"This year we plan to add more types of business such as homestays to attract people! Will it be a season? Fantastic? It will be more popular."
Can open up new markets or superimpose new formats
"On the one hand, the coldness of urban micro-vacations is related to retaliatory tourism. On the other hand, people's online social sharing desire has declined after the epidemic, and they prefer to go offline." Sun Fan, vice president of Zhejiang Lianzhong Cultural Tourism Group, has always been Pay attention to the urban micro vacation market.
Hangzhou internet celebrity coffee carts "disappeared collectively", in his opinion, it is "not new" at the moment.
"Micro vacations will be more popular in the future. Practitioners in the Yangtze River Delta can consider integrating with parent-child and research to provide in-depth services; or turn to Southeast Asian countries to broaden the market, and start micro vacation products abroad after transformation."
Huzhou, which has made great efforts in urban micro-resort formats such as Internet celebrity cafes and camping sites, concluded that the next micro-resort market is to be "new".
"Micro vacations are inseparable from new business formats, and every season must introduce new ones. For example, in spring, there can be a music festival + camping party; in summer, you can play water festivals + gaming in hotels; Ski season + hot springs, etc.” The staff of the Huzhou Municipal Bureau of Culture, Radio, Television and Tourism believe that when developing an urban micro-holiday business, it is necessary to consider the individuality and fashion needs of tourists and provide customized experience.
"Multiple big data reports show that e-sports hotels are the most popular new format for young people to pursue. Instead of smashing coffee carts, it is better to create new ways of playing." Reporter Yang Xilin/Article