October 3, 2020，An article titled "Sorry！Thank you for coming to Changsha！》’s WeChat tweet hit the circle of young people’s friends - “Changsha Super Wenheyou has taken more than 30,000 tables today，There are currently more than 10,000 tables waiting for seats。”However，Even 188bet sports betting Heyou has updated the number of people waiting for seats in real time through the official account，It is impossible to “dissuade” enthusiastic tourists。

Hard to believe，Tourists from all over the world are willing to spend seven or eight hours queuing for a restaurant。This makes people curious，Why 188bet sports betting Heyou became so popular？What is the secret behind it？

Value positioning: To be the “Disney” 188bet sports betting catering industry

The reason why Super Wenheyou has become a new landmark in Changsha，It cannot be separated from the strong brand awareness of founder 188bet sports betting Bin。Using the hot-selling theory from the original fried skewers stall，Start creating a leading product，188bet sports betting Bin clearly realized it，To operate a brand, you must first have a clear positioning。

We segment from customers、Demand Mining、Three aspects of value proposition to reveal 188bet sports betting Heyou’s value positioning。

1. Customer segmentation

2010，Wenbin sets up a fried skewers stall on Pozi Street in 188bet sports betting，The stall’s turnover has exceeded 300,000 yuan in only 3 months。

When most stall owners are satisfied with their immediate achievements，188bet sports betting Bin thought more: "Tourists from other places are old and young，What kind of target group do I want to serve？”Finally，Wenbin looks at the current main consumer group - the post-80s generation、Young people born in the 90s。

188bet sports betting have strong desire to consume。According to statistics，They have a fixed habit of dining out，And eating out is an important leisure，Another special kind of social interaction。

In terms of catering type，They look forward to eating more varieties，Happy to challenge new flavors，Create a new map of taste buds。In terms of dining environment，They are eager to 188bet sports betting a new atmosphere，Creating unique memories。

Wenbin realizes，It is difficult to really impress consumers by just doing good catering，You can use catering as a carrier to promote urban 188bet sports betting，Create immersive consumption scenes。

So，188bet sports betting Heyou team’s decision: user value、Three-pronged approach to merchant value and city value，Carry out “market culture” to the end，Dig first，later realization，Respread。

2. Demand mining

Consumer、What exactly do merchants need？188bet sports betting Heyou is for them，Even what the city does？With these questions，The team descended into the streets of Changsha、Neighborhood，Regular seminars，Share what you see。Finally，Hard work pays off，After several years of accumulation, 188bet sports betting Heyou found the answer。

Diversity of regional 188bet sports betting、Agility in cultural integration，Making cities less personalized，Iconic building、Special dialect、Customs and habits are gradually converging。The unique memories belonging to each city are nowhere to be carried，The shining 188bet sports betting representing each region cannot be passed down，It is urgent to protect urban 188bet sports betting。

And the loss of 188bet sports betting’s urban culture，The impact on small merchants is the most direct。A large number of old brands that have grown up with the city、Old craftsmanship is slowly disappearing，Market culture faces extinction，Further exacerbating the reconstruction burden of urban characteristics。

On the catering track，Food is the core pleasure，188bet sports betting is an emotional accelerator，More and more young people are eager to find cultural memories from food。

Price is also an important factor for consumers to choose a store。100-150 yuan is the most acceptable unit price for young consumer groups。Therefore，Reasonable prices and unique dining experience，Become a post-80s generation、Considerations for young people born 188bet sports betting 1990s when making decisions when dining out。

3. Value proposition

Wenbin is keenly aware of the hidden needs of merchants and users，Aware of promoting market 188bet sports betting、Creating a unique catering brand is a correct and meaningful thing。

March 2018，188bet sports betting Heyou and Tang Renshen reached strategic cooperation，Gongchuang Wenheyou Hisense Plaza Store，Mainly lobster category，Promote the late-night snack economy。

This 5000 square meter building consists of 7 floors，Decorate with nearly 10,000 old objects，Let consumers instantly be transported to the streets of old Changsha in the 1980s。The store expanded to 20,000 square meters in 2019，Upgraded to "Super 188bet sports betting"，The scene in the store is further enriched，Known as “Old Changsha Cultural Museum”。

Changsha Super 188bet sports betting is a sub-brand of 188bet sports betting，Perfectly realized the original intention of “promoting Huxiang culture”。Guangzhou、Super 188bet sports betting in Shenzhen are opening one after another，Interpretation of Guangdong culture、Shenzhen-Hong Kong Culture。Wenbin is committed to building super 188bet sports betting as part of the city’s infrastructure，Strive to be the “Disney of China’s catering industry”。

Comments: Value positioning is the “first button” 188bet sports betting business model，The first button is buttoned，You can’t go wrong with the buttons below。

Value positioning includes three types: customer segmentation、Demand mining and value proposition。188bet sports betting Heyou restores urban culture through delicious food，Digging City、Merchant、Overlapping points of user needs。

188bet sports betting era of information overload and excess products，How we win our customers’ choice？Positioning is essentially about creating cognitive advantage and gaining customer preference。The value proposition is to seize the customer’s mental space，Give customers a reason worth buying。

Value creation: providing multi-dimensional 188bet sports betting for young people

Finding a clear and clear value positioning gave Wenbin great confidence，The next step is to design a value creation model，Provide channels for merchants、Users and 188bet sports betting create a win-win situation，Promote urban culture at the same time。

We start with solutions、Product innovation and experience iteration to dismantle how 188bet sports betting Heyou creates value。

1. Win-win for all parties

2018，The first Super 188bet sports betting was born in Changsha Hisense Plaza。This super store fully restores the scene of old Changsha，And invite local specialty shops to settle in，Not only meets the needs of users and merchants，Also contributed to urban construction。

First，User value。In Super Wenheyou，Consumers only spend about a hundred yuan，You can taste special delicacies，You can also visit art museums、Enter the billiard room...enjoy one-stop leisure service。This way of combining entertainment and food is loved by young consumer groups，They all recommended 188bet sports betting Heyou to their friends in other cities。

Secondly，Merchant value。Super Wenheyou adopts the "cooperation + direct operation" model，Invite famous local small merchants to settle in。Store decoration、Infrastructure、Fixed costs are all borne by 188bet sports betting Heyou，Businesses only need to make delicious food with their heart。

Both parties will determine the target turnover in the early stages of cooperation，188bet sports betting Heyou only participates in the excess share。Support small merchants in this way，Not only an investment in traditional craftsmanship，Solution to its slow development、The difficult problem of development，At the same time, let the next generation of young people see the hope of inheritance。

Dong Shuntao, an old man in his 70s, used to sell stinky tofu in the old street，Start early and be greedy late, make a monthly profit of 3,000 yuan。After 188bet sports betting Heyou’s team discovered it，Provide her with various infrastructure，Help her open a store and start a business。Today，Dong Shuntao’s stinky tofu shop has opened 500 stores，Annual profit can reach 6 million yuan。

last，city value。188bet sports betting Heyou never thinks that he is just a disseminator of Huxiang culture，Rather, it is positioned as a digger of the culture of various cities。

In addition to exploring local food，188bet sports betting Heyou also actively promotes other local characteristics through various channels，For example，Guangzhou Super Wenheyou abandoned the traditional ribbon-cutting celebration when it opened，Instead, a Cantonese dialect exhibition, etc.。

At the same time，The emergence of 188bet sports betting Heyou also greatly promoted urban construction。188bet sports betting Heyou entertains 10 million people every year，Promote the hotel industry around stores、Urban tourism industry，And other consumption upgrades。

2. Three levels of 188bet sports betting innovation

Super 188bet sports betting’s innovative path is closely related to its unique attributes，It’s not just a food city，It is also a cultural and commercial complex。

We start from the overall product concept，Analysis on how 188bet sports betting Heyou develops from core products、Additional products、Extend the product to three levels to carry out product innovation combination。

First，Core products。Super 188bet sports betting has been positioned in the cultural field since its birth - benchmarking against Disney’s Chinese cultural IP。

Compared to ancient culture、Republic of China Culture，The market culture is the post-80s generation、All the major consumers born 188bet sports betting 1990s have experienced this personally，It will resonate more with them。

For example，On the occasion of the 40th anniversary of China’s reform and opening up，188bet sports betting Heyou’s team planned and filmed a 52-episode documentary series "Street Chef"，Telling the stories behind each street food maker。

The first episode tells the story of Feng Tonghui’s determination to quit gambling after having a child，Choose street barbecue to make a living，Full of family affection and warmth...those who are suffering、Unfortunately、Still kind despite despair and pressure、Perseverance、Flash Story，Gives new meaning to urban food 188bet sports betting。

Second，Additional products。Food and offline experience centers are the cultural carriers chosen by the Super 188bet sports betting team。

In terms of food，Consumption upgrade leads to further adjustment of catering structure，In order to reduce costs 188bet sports betting traditional catering industry、Break dependency、Achieve standardization，More and more inclined to single product development。

Compared with traditional catering companies，Super 188bet sports betting as a food giant，But do the opposite，I just want to be "big and comprehensive"。188bet sports betting CEO Feng Bin said: "188bet sports betting currently has more than 200 single products，There are 40 in Changsha，There are 25 in Guangzhou，More than 100 in Shenzhen。”

In terms of venue construction，Super 188bet sports betting has integrated a large number of cultural entrepreneurs、Cultural Society，Let consumers visit bookstores after eating、Museum... restores the urban scene of the 1980s one to one，Besides delicious food，Also covers multiple experience scenarios，such as a marriage agency、Song and Dance Hall、Barbershop、Dry Cleaners、Community Neighborhood Committee、Fruit shop、Cinema, etc.。

There is a cable car，Providing sightseeing services to consumers，Appreciate the city style indoors from the air；Youxiao Factory，Use jokes close to life、The family’s short-tempered jokes bring joy to customers...a combination of static visits and dynamic experiences，And all services are free，Creating a different 188bet sports betting journey。

Third，Extended products。Young people are eager to find a relaxing environment。In Super 188bet sports betting，You can be a well-rounded social person，You can also be a reserved and quiet solo eater，What changes is the people coming and going，What remains unchanged is the consistent sense of belonging and identity。

In addition，Super Wenhe Youzhong’s cultural and creative products are increasingly loved and sought after by young people，Many foreign tourists come to Changsha specifically to buy related products。Future，Super 188bet sports betting may be able to use his own brand to create a composite business format，Includes production and distribution of films、Stage plays, etc.，Build your own extended product industry chain。

3. Multi-dimensional 188bet sports betting iteration

188bet sports betting co-founder Yang Qianjun said: "We take customers' emotions into consideration、Feelings come first，includes vision、Space creation、Experience、Home-cooked taste of dishes，can inspire more feelings from customers。”

In order to maximize the experience，Every upgrade of Super 188bet sports betting is highly targeted，Experience in function、Emotional experience、Be the best in all three aspects of economic experience。

First，Functional experience。Changsha’s night economy is booming，Guangzhou has a strong morning tea culture，Therefore，188bet sports betting literary friends from both places had lunch respectively、Based on dinner，Added late night snack、Morning tea supply，Achieve all-weather coverage in catering categories。

In addition to the four old Changsha specialty snacks in Changsha Hisense Plaza store，Also hatched a series of brands，All-in-one snacks、Tea、Baking Market。At the same time，Launched Wenhe Youlao Changsha takeaway，Turn 188bet sports betting’s food culture into a circulating product，Enable consumers to enjoy it at home。

Secondly，Emotional experience。188bet sports betting Heyou puts the outdoors indoors，Restore the scene of the city in the 1980s and 1990s to the greatest extent，This has high requirements for floor space and space display。Changsha Hisense Plaza Store won the Berlin Design “Red Dot Award” in 2019，Interior design and individual details gain world-class recognition。

Starting in 2014，Wenbin and Weng Donghua, general manager of Super 188bet sports betting, began to consciously collect objects discarded during the demolition of old neighborhoods，And organize and number them，Use tens of thousands of old objects to recreate your original living place now。

Yang Qianjun revealed: “In the future, part of the space of Super 188bet sports betting will be opened to develop B&Bs，With Airbnb、Cooperation with Booking and others，Open to backpackers。”

last，Economic experience。Super 188bet sports betting’s catering positioning is not business banquet，Not a high-end annual meeting，But provide a low price to young people、Relax、Comfortable dining environment。

The lowest price of a single product 188bet sports betting store is 5 to 10 yuan，The price per customer remains at 100~150 yuan，And plans to further reduce prices，Provide a place for young people who are eager to consume but do not have the ability to consume，Committed to giving them the most satisfactory service at the cheapest price。

Comments: Value creation is to create the value proposition promised by the 188bet sports betting and exceed customer expectations。

First，188bet sports betting Wenhe Youwei City、Merchant and user provide a win-win solution for all parties；Secondly，Three levels of innovation using the overall product，Put the physical space scene、Organically integrate special food and cultural atmosphere，Make the plan come true；last，By reducing the unit price、Support small merchants to inherit delicious food，Realizing consumer functional experience、The perfect combination of emotional experience and economic experience。

Value delivery: Let the 188bet sports betting become a social currency to achieve self-propagation

188bet sports betting Heyou optimizes through continuous product iteration，has accumulated a good reputation among users。The team is starting to realize，While working hard on the ultimate experience of products and services，It is also necessary to plan and manage brand communication and channel distribution。

We are based on AISAS (Note、Interest、Search、Action、Share) model summarizes 188bet sports betting Heyou’s brand communication strategy。

Feng Bin said: "188bet sports betting Heyou has not spent a penny on hard advertising so far。”2013，188bet sports betting Bin was once invited to participate in the "Tian Tian Shang Shang" program because of his fame，Afterwards, variety shows such as "The More Policy Makes You Happier" and "Twelve Taste of Feng" successively invited 188bet sports betting Heyou，188bet sports betting Heyou begins to officially leave the circle，Get a lot of traffic attention。

After the birth of Super 188bet sports betting，Internet celebrity、Celebrities and big Vs come to visit one after another，The interior architecture has even been featured in multiple movies、Video shooting location。

The phenomenon of 188bet sports betting Heyou continues to ferment，More and more ordinary customers are coming here，And post the experience on social media after taking photos and checking in，Attract more consumers，Form a positive feedback loop。Changsha Hisense Plaza super text and friends on WeChat、Weibo、Douyin has more than 6 billion impressions。

188bet sports betting Heyou actively embraces the Internet，Online and offline integrated development，Building an omni-channel diversified consumption scenario，Create diversified consumption experiences for consumers。Enter the tourism consumer market offline with the “one store, one product” strategy，The store is fully open。

Yang Qianjun said: "In the next three years，188bet sports betting Lobster Restaurant will open 100 more stores，First-tier cities adopt direct sales model，Consider joining in second and third tier cities。Currently there are more than 10 lobster restaurants nationwide。”

Online，In addition to the original Wenhe Youlao Changsha takeaway，188bet sports betting Heyou settled in Tmall flagship store in April 2020，Diners outside Changsha can also taste crayfish at home，Promote 188bet sports betting Heyou from Changsha to the whole country。

Comments: 188bet sports betting era of Internet of Everything，Users are showing great power，Marketing changes from traditional sales funnel to user management。

In social stage，Enterprises inspire user communication through product attractiveness；In community phase，Companies use content marketing to increase users’ interest in products、Trust in service and brand；188bet sports betting community stage，Businesses guide common interests and values ​​by guiding them，Let users feel a sense of belonging to the organization。

Value acquisition: Continuously improve the diversification of income sources and turnover rate

If we talk about value positioning、Value Creation、Value delivery is hard work，Then value acquisition is harvesting fruits。

188bet sports betting Heyou’s source of income、Cost structure、Manage income from three aspects of turnover speed。

Super 188bet sports betting currently adopts the "direct operation + cooperation + franchise" model，Build brand IP，Develop a series of peripheral products。

The main sources of income are as follows:

(1) Directly operated brand。Currently 188bet sports betting has 9 catering brands，Almost every category has created impressive results。

(2) Cooperation and franchise。188bet sports betting Heyou invites famous local merchants to enter the store，Revenue sharing according to a certain proportion。In order to complete the accumulation of original capital，188bet sports betting Heyou also relaxed the foreign franchise policy。

(3) Cultural and creative peripherals。Many sub-brands of Wenheyou have peripheral products。Co-branded with Heytea，188bet sports betting Heyou launched “stinky tofu cake” and canvas bag。MĀMĀCHÁ, its own milk tea brand, also sells washi tape，The printing design is unique。

Super Wenheyou’s scenario-based store construction consumes a lot of costs。In order to reduce consumption and increase efficiency，188bet sports betting Heyou strengthened internal management、Control business links、Use technological innovation to improve cost structure。

On direct costs，The team insists on high quality、Low consumption。Take the old Changsha Lobster House as an example。188bet sports betting Heyou established the Wangcheng lotus shrimp breeding experimental demonstration base in Qiaokou Town, Changsha，Use smart greenhouses to breed improved varieties、Overcoming reproductive technology，Solve the seedling bottleneck problem that restricts industrial development。

After the base has matured，The shrimp farming output per mu is expected to increase to more than 300 kilograms，Three times the normal output，Can provide high-quality improved seedlings to the entire province of Hunan every year，Radiation drives the transformation and upgrading of 1.2 million acres of crayfish farming 188bet sports betting province。The test base greatly reduces procurement costs，Also contribute to the sustainable and healthy development of the province’s crayfish industry。

On indirect costs，The standardized operation of 188bet sports betting stores is the basis for reducing costs，At the same time, Super 188bet sports betting regularly conducts cost analysis，Evaluate each merchant、Cost rate of each item，Compare costs and income of each merchant as a unit。

In terms of turnover speed, 188bet sports betting Heyou continues to improve efficiency.

(1) Table turnover rate。Since the opening of Super 188bet sports betting Changsha Hisense Plaza Store，The daily passenger flow reaches more than 10,000 people，Business hours are from 11 am to 3 am，Almost no empty tables，The table turnover rate reaches up to 10 times/table。

(2) Survival of the fittest，Dynamic adjustment。Super 188bet sports betting evaluates cooperative merchants in three-month stages，Replace when merchant revenue is too low，To stimulate competition。

(3) New 188bet sports betting introduction speed。On the one hand，Understand the brand and merchants，Keep up with 188bet sports betting news，On the other hand，Through the official account fan community，Understand consumer demand dynamics，Develop advanced ordering capabilities。

Comments: Super 188bet sports betting breaks through the traditional catering model，Gathering urban market culture through local food，Brings multi-dimensional consumption experience to young people，But it also faces high construction costs and high decision-making risks。

For this，188bet sports betting Heyou diversifies his income sources、Continuous improvement of changing cost structure and accelerated turnover rate，Achieve dynamic balance between value creation and value acquisition。

*This article comesSource: WeChat public account“New Retail Business Review”（ID:xinlingshou1001），Author: Zhou Wenhui, etc.，Original title: "188bet sports betting Heyou: A super experiment with fireworks in the market》