Starting from the past 20 years, which is not that long on the timeline，With“Feelings&188bet mobile;There are many business models that serve as selling points，Few succeed。

Year，Located in Yuanjia Village, Shaanxi Province，Relying on“Folklore&188bet mobile;Feelings，Hot nationwide。Only 62 households in 2015，286 people，The annual income reaches nearly 100 million yuan。

One time，In Shaanxi Province alone, there are seventy or eighty villages that have imitated the Yuanjiacun model，These villages are spending a lot of money，I want to create an identical Yuanjia Village，But 188bet mobile end they all ended up being left out 188bet mobile cold。

On a parallel timeline，Bookstore industry in different fields and industry spans，Start to focus on creating scene IP，Attract traffic in the form of a composite bookstore，A typical representative is Yan Jiyou，With the help of capital at that time，Yanji ushered in a new starting point，Once became an internet celebrity、Punch in“Holy Land&188bet mobile;。But later，In the face of short-term traffic and continued unprofitability，I also had to choose to close many stores，Re-adjust strategy。

It’s quite popular now、Called "ldquo" by netizens;Man-made holy land of feelings”’s 188bet mobile Heyou，Rely on nostalgia and market sentiment，Successfully gained the favor of young people and the pursuit of capital。

Shenzhen Wenheyou opening day，50,000 people lined up“Big scene&188bet mobile;。

“Artificial feelings&188bet mobile;has become the biggest selling point。

Artificial feelings

Year，Use“Feelings&188bet mobile;is a selling point，Yuanjiacun became the first person to eat crabs。

Expert analysis，The reason，Yuanjiacun’s success is to a certain extent，It’s because many people have lost“Nostalgia&188bet mobile;，Under the rapid pace of urbanization，Some people move from rural areas to cities，Lost the original childhood memories，As materials become more developed，Their spirits become emptier。

The scene design of Yuanjiacun，To a certain extent，Accurately grasp and fill this spiritual gap，Help these people find“Nostalgia&188bet mobile;，Let people get spiritual comfort from the experience of artificial nostalgic scenes。

at 80、When those born in the 1990s and 2000s became the new consumer class in society，188bet mobile Heyou also successfully took over，The scene design uses nostalgia and market atmosphere to evoke everyone’s childhood memories。

188bet mobile Heyou’s investor，Song Xiangqian, founder of Canadia Capital, once said: “Super Wenheyou is the aesthetic and spiritual track，It connects emotions and mind，Greed with deep humanistic feelings。”

In Song Xiangqian’s view，The most profitable business in the world is to play with ideas、Spiritual enterprise，China’s current society is too fast-paced，People are in a hurry on the road，Everyone is anxious to realize their own value，can be final，The spirit and heart are becoming increasingly empty。So，Wenhe Youyong’s most traditional“Special snacks + scene IP + market culture&188bet mobile;The constructed scene，Caught“Passengers in a hurry&188bet mobile;The softest point in my heart。

According to public reports，188bet mobile Bin, the founder of 188bet mobile Heyou, started from a fried skewers stall，Another key figure, Feng Bin, was once a programmer。He met 188bet mobile Bin, who first fried skewers, through an urban management friend，Wenbin continues to open stores until“Queue up to the end of the alley”After，Feng Bin joined Wenheyou。

2015，188bet mobile Heyou also started to do things other than catering，Start focusing on“Culture”。Same year，When the third lobster house opens，188bet mobile Heyou held a Changsha dialect themed exhibition“The daily necessities of old Changsha: a visual record of Changsha dialect”and“Small street villain”Painting exhibition, etc.。

In the words of 188bet mobile Bin, founder of Wenheyou，Although supported by multiple catering brands，But I am a cultural company。

188bet mobile Bin once said in an interview，“We are in the catering business，But not just catering，We also need to explore local market culture。”

He said，If only targeting catering，188bet mobile will be business limitations。

188bet mobile is a super complex，Currently three stores，Respectively in Changsha、Guangzhou and Shenzhen。

Guangzhou Wenheyou covers an area of ​​5,000 square meters，There are three floors。Catering，Except 188bet mobile and You stinky tofu、Crayfish and other direct brands，There are more than 15 cooperative franchise brands，Including Stew King、Shawan Dairy Queen、Grandma Niuza、Chen Tianji, etc.。

In the central dining area，188bet mobile Heyou’s waiter name，“Per capita consumption is about 110-150 yuan。The best-selling crayfish is 200 yuan/portion，Can sell 500 copies a day，Sometimes 600 copies can be sold。”Snacks、The heat of the barbecue follows。

Most of these are made by 188bet mobile Heyou Central Kitchen.

Except catering，Then there are cultural and creative products。Guangzhou 188bet mobile has a Dingding grocery store、divination room、Careful store、Weird book bookstore, etc.。Customer traffic in cultural and creative spaces and small shops with street style，Well below the central dining area。The cultural and creative area is relatively small，Limited areas to visit，There are few customers checking in after finishing the meal。

Wenhe Youlao Changsha Lobster Restaurant in Changsha，Hisense Plaza store upgraded to “Super Wenheyou&188bet mobile;。

Super Wenheyou has 7 floors in total，An old Changsha community from the 1980s was restored in a space of 20,000 square meters，Changsha’s characteristics are reflected everywhere here，For example, a snack street composed of 20 local snack bars in Changsha is named ";Forever Street&188bet mobile;，The name has the same name as one of the oldest streets in Changsha，Customers can also experience crayfish fishing in the crayfish breeding pond。

In addition，Changsha Super Wenhe Younei 188bet mobile opened an art gallery，We will hold 4 to 6 local cultural exhibitions every year，We 188bet mobile design and produce peripheral products。

“The most fundamental core point is that we are very creative，Everything we do is an original template。We deeply combine Changsha culture with food，Having an impact on the entire industry，The market also likes us。”Expressed by the founding team of 188bet mobile Heyou。

The name of the post-80s generation who visited Wenheyou，“Come here not just for food，Also to take a photo，Experience entertainment in different scenarios，Recall your own‘Childhood’。&188bet mobile;

Wenheyou co-founder Yang Qianjun said，“We treat customers’ emotions、Feelings come first，includes vision、Space creation、Experience、Home-cooked taste of dishes，Everyone can eat more feelings。&188bet mobile;

It is reported，188bet mobile Heyoulao Changsha Lobster Restaurant has different upgrades and art in each store，And it has gone through several upgrades: the first store is mainly eyeballs、Visual impact；The second store focuses on space experience；The third store as the ultimate store，Not only experiential upgrades，There is also tour guide interaction，Built into a tourist attraction in old Changsha。

An industry insider told "Spirit Beast"，188bet mobile Heyou’s old Changsha story，A good combination of local snacks and scenes，The brand itself and the founder’s own story，Has good ability to attract traffic，Also has the ability to export culture and feelings。

rush up

October 2019，Changsha Super 188bet mobile opened less than half a year ago，The highest daily table turnover rate is 12 times, which surprised the catering colleagues。

On the other hand，188bet mobile Heyou visually presents feelings and retro culture，In Kuaishou、Short videos such as Douyin and presentation on Xiaohongshu，Just liked by internet celebrities，Propagation through short video and other platforms，quickly became“Internet celebrity check-in place”。

Integration of online and offline services，Super 188bet mobile’s traffic also surged，Totally popular。

April 2 this year，There was a long queue outside the Shenzhen 188bet mobile store on its first day。More than 50,000 consumers outside the venue，Get your number and wait to enter Shenzhen Super 188bet mobile，The team stretched from the entrance to the Buji River next to it and made several turns，It even attracted the attention of the traffic control department because of the traffic jam。

188bet mobile Heyou’s popularity，also attracted great attention from capital a few years ago。

According to people familiar with the matter，“The past 10 years，There are hundreds of investment institutions that actively come to find 188bet mobile Heyou，But 188bet mobile Bin didn’t accept it。”

Although 188bet mobile Bin drew a blueprint in 2019，It is planned to open about ten super Wenheyou stores nationwide and even overseas within five years，But the epidemic in 2020 caught Wenbin by surprise。

However，This is for the capital side that has long been optimistic about Wenheyou’s project，The epidemic is a“Godsend&188bet mobile;'s“Good opportunity&188bet mobile;。

February 2020，188bet mobile Heyou accepted a strategic investment of nearly RMB 100 million from Canada Capital。

According to industry insiders，“Back in April 2018，As a Hunan native, the founding partner of Canada China Capital、Chairman Song Xiangqian，Flying with the team to Changsha to visit 188bet mobile Heyou，He has personally presented &lsquo to 188bet mobile Heyou many times.;Good Recipe’。At the node of the epidemic，Let Cana Capital successfully become 188bet mobile Heyou’s first institutional investor。”

Subsequently，In April of this year，188bet mobile Heyou has also completed docking with a large lineup of investors: including Sequoia China、IDG Capital、Warburg Pincus、Country Garden Venture Capital、GIC、Yikai Fund, etc.。

“188bet mobile Heyou can accurately capture the post-95 generation、Needs after 00，It better satisfies the emotionality of the new generation of users、Experiential、Social needs，Strengthen social networking offline、The characteristics of strong experiential scenarios to connect more young users。”This is one of the important factors why IDG Capital is optimistic about 188bet mobile Heyou。

An investor in IDG also said，“During the process of in-depth communication and contact with Wenheyouqi’s founding team，IDG provides 188bet mobile Heyou with all-round assistance，Including the macro level of overall strategic development，And the implementation of building an internal digital system, etc.。”

Although at the beginning，Wenbin has no intention of Series B financing，But in February 2020，Both parties finally promoted formal Series B financing negotiations，In October of the same year，IDG 188bet mobile successfully signed its first B-round investment letter of intent。

Another investor worthy of attention is Country Garden Ventures，is one of the key investment institutions participating in Series B，It is 188bet mobile the only investor with an industrial background。

Named by an investor，Country Garden paid attention to 188bet mobile Heyou as early as 2018，Formally contacted Wenheyou team in August 2020。

"Spiritual Beast" learned，The reason why Country Garden Ventures is optimistic about 188bet mobile Heyou，It is also based on 188bet mobile Heyou’s transformation from super catering IP with Changsha brand to ";New urban species”，It is a microcosm of the innovative explosion of the new consumption wave。Currently，in the country，188bet mobile Heyou has no clear competing products yet，Scarcity that cannot be copied。

Country Garden Venture Capital’s name，“The future lies in the cross-city development and urban operation of Super Wenheyou，Country Garden Venture Capital will provide industry empowerment support to the best of its ability。&188bet mobile;

In the view of Feng Bin, co-founder of Wenheyou，188bet mobile Heyou has embarked on a unique path of integrated development of culture and tourism，Create a public space integrating urban culture and local food。

Business model innovation and capital success“Influx”，188bet mobile Heyou’s blueprint layout begins to be realized step by step。

Nanjing 188bet mobile is currently under design，The subsequent store expansion plan will also include multiple provincial capital cities。The company’s current goal is to plan within 5 years，Opened 20 stores in big cities across the country。

However，Industry name，“This situation of rapid store expansion and replication，Does it look too familiar?？This is also normal，Some new brands with a little traffic，Follow me on this page、After the robbery，will add this feature。&188bet mobile;

The most popular&ldquo in the past two months;国超&188bet mobile;Baking brand Momo Dessert Bureau、Luxi River、Tiger Head Bureau、Master Bao；Freshly made tea, Nayuki’s tea、Hitea、Lemon tea；Hefu noodles from the pasta track、Chongqing noodles、Fun noodles、Meet Xiaomian、Wuye noodles, etc.，After several rounds of financing，The next goal is to speed up the pace and copy、Extension store。

188bet mobile Heyou has now embarked on this road.

Industry name，“Yan Jiyou also attracted traffic and capital through scene creation，Open a store quickly later，188bet mobile Heyou and Yan Ji rely on creating scene IP，Introducing the store-in-store model‘All things are unified，Just a book seller through scenes，A food seller through scenes。”

There are also industry names，188bet mobile Heyou’s model can be said to be that of Yuanjiacun to a certain extent.;Iterative version”，Through local traditional snacks，Added some innovations、Matching scene shaping，Attracted a lot of traffic。

A person who specializes in tourism marketing told "Spirit Beast"，A good tourist attraction，Besides the beautiful scenery，The most important thing, or the most attractive thing for tourists, is the local snacks。The former Yuanjiacun and the current 188bet mobile Heyou，Caught them all well“Eat”This point。

But 188bet mobile and You are here“New urban species”Under the traffic attracted，This one comes from Hunan，188bet mobile Heyou who bears the deep imprint of old Changsha，Is it suitable for scale replication that capital values?，Open stores all over the country？

Dispersed in a rush

July 2020，Guangzhou Super 188bet mobile landed in Taikoo Hui, Guangzhou’s commercial landmark，Area 5000 square meters，3 stories high，In the early days of the opening, there were also crazy queues of customers。

However, after 3 months of popularity，The passenger flow of Guangzhou Super 188bet mobile has dropped significantly，Many merchants have withdrawn，Some media revealed that the entire second floor of Guangzhou Super 188bet mobile was closed in February this year。

Traditional shopping malls can attract many different categories、Brands of different sizes settled in，Can obtain stable and diversified sources of income。But most of 188bet mobile’s shops are concentrated in various small and medium-sized gourmet restaurants。A major problem that frequently occurs in the management of gourmet restaurants is，Because the change speed is fast，This leads to unstable cash flow。

It was also exposed by the media earlier，The first batch of more than 20 merchants to settle in Guangzhou Super Wenheyou adopted a revenue sharing cooperation method，That is, not paying rent and water and electricity bills，But 30% of the turnover must be shared with 188bet mobile Heyou (generally the share ratio should not exceed 25%)。

But due to the later period, the trend of Guangzhou 188bet mobile Wenhe friends faded，Shop revenue is not as good as expected，Triggered by opening less than half a year ago，Many well-known merchants have withdrawn。

An industry source said，The store 188bet mobile Heyou settled in is not unique enough。Based on the current situation，Products sold here，There is no need for people to make a special trip to offline Wenheyou stores to purchase。In fact, it is easy for 188bet mobile Heyou to become‘One-time’Photo and check-in place。

Huang Ying, Guangzhou Taikoo Summary Manager, said: “Swire Properties cooperates with 188bet mobile Heyou，Merchant settled in，No need to pay rent and management fees，They cooperate with 188bet mobile Heyou mainly through revenue sharing。”

This explains from the side，Some restaurants settled in Guangzhou 188bet mobile and then withdrew，Maybe the income is not ideal。

From a business perspective，This means that in the future 188bet mobile Heyou cannot just stay at the current stage and be a "ldquo" in the catering industry;Second landlord”，And it is necessary to establish a user stickiness、A business model that can bring stable cash flow to overall revenue。

Many people refer to the downturn of Guangzhou Super Wenheyou，It comes down to too much reproduction of Changsha Super Wenheyou。Not only did we not get a design that can evoke the feelings of Guangzhou people，On the choice of food，“Guangzhou Characteristics&188bet mobile;Not enough。

It’s worth noting，188bet mobile Heyou is in the recession in Shenzhen and Guangdong，But in the base camp Changsha，The store makes a lot of money。Changsha store’s annual sales is nearly 2.400 million yuan，Wenhe friends disclosed，The store became profitable in just one and a half years。

Some industry insiders say，Not optimistic about 188bet mobile Heyou’s future development strategy of rapidly re-engraving and expanding stores，Is doing high-risk“Capital Business”，This kind of brand with deep local imprint，It is easy to find a sense of identity in the local area，But if you want to take the road of capital brand scale，becomes“Play with capital”'s game。

Year，Many century-old brands have also gone through this road of opening stores across the country，But the final outcome is“Hold the base camp&188bet mobile;Everything is in danger。

Otherwise，Yanjiyou focuses on creating scene IP，188bet mobile once under the hot pursuit of capital，Open a store quickly after several rounds of financing，Create a focus on experience、Composite scenes that focus on emotions，Although there was a period of internet celebrity check-in traffic，But after the final traffic bonus，Under unprofitable conditions，Had to close many stores。

Re-engraving the "Dead End"?

As the first Yuanjia Village to realize the integration of tourism and catering，The most attractive thing is a street full of snacks，Guokui，Tofu Nao，Fried Mahua，Yogurt，Mutton soup，In 188bet mobile place，All kinds of authentic Guanzhong snacks。

Yuanjiacun was known as ";The dirt falls off&188bet mobile;’s folk customs and authentic Guanzhong snacks are popular，Tourists come here because of this。

Development to date，Yuanjiacun has 188bet mobile won many honors: China's top ten beautiful villages、Traditional Chinese Village、Titles such as China’s Charming Village，These titles and the everlasting scene of Changhong in the local area，It 188bet mobile confirms the success of its development to a certain extent。

After the fire broke out in Yuanjiacun Town，188bet mobile imitators have emerged across the country，Spend a lot of money to create a folk village scene，Start to follow the Yuanjiacun model，However, Yuanjiacun’s annual income is 1 billion，Imitators in various places are faced with the situation of being neglected by no one until they close down。

for example，"Located in Xianyang City";Donghuang Town&188bet mobile;，Invested about 500 million yuan to build the Yuanjiacun model。

“Built at the beginning，Some people come here to visit，But as the number of people becomes smaller and smaller，Trend to collapse in just one year，Businesses evacuated one after another，There are even no managers in the scenic area。&188bet mobile;What the locals say。

Some professionals call it，The reason，Severe homogeneity is a common problem in characteristic towns，These characteristic towns are now built，stage、Folk Street、Snack streets and other attractions are the same。This is also“One Thousand Towns&188bet mobile;，The ending of blind copying。

In the eyes of many people，Traveling is to see different scenery in different places，Eat local snacks，But now there are many business practices，Man-made scenic spot、Artificial feelings，The scenery has also begun“Involution&188bet mobile;了，Southerners want to experience the northern feelings，But I still can’t escape the &ldquo of some commercial brands;Follow&188bet mobile;。

Some insiders said，Many investors see a model become popular，It’s really just a rush，Started to imitate and copy this model like crazy，In other words, the founder of this model has also begun to step up his efforts to copy the single store model，But the ending is basically “Spend money to save experience&188bet mobile;。When the characteristic town model was popular，Special town projects are being developed in various places，Some are in remote locations，Not long after development，Businesses evacuated one after another，The project that cost a lot of money to develop has to be left vacant。

In the creation of a characteristic town model，There are 188bet mobile some celebrities，Like Li Yapeng’s Lijiang Snow Mountain Art Town，Feng Xiaogang’s Movie Town, etc.。There are 188bet mobile various industry towns emerging in endlessly，Such as fruits and vegetables、Clothing, Shoes and Hats、Flowers and landscapes、Handicraft towns, etc.。

And now，These towns have become overgrown“Empty City&188bet mobile;。

For 188bet mobile Heyou’s model，Quickly copy to various cities，Some people in the industry are not optimistic about it，And express，Yuanjia Village in the north，Nan Youwen and You，Form a matrix with its own characteristics，Isn’t it a good thing？Must participate in the capital game，In the end it became a dead game。

Maybe，188bet mobile Heyou deserves to be the landmark brand of old Changsha。But according to capital’s routine，National replica Wenheyou model，Walk down in a circle，In the end, the old man from the base camp, Shawen Heyou, was left behind。

Someone said，This is 188bet mobile a normal phenomenon for brands to participate in the capital game: rush into the game，Dispersed in a rush。