The&ldquo coming out of Changsha;Wen Heyou Mythology”，Starting from the huge crowd。

A widely circulated story is，Super Wenheyou from Hisense Plaza in Changsha was trying to get a rental discount，Negotiated a condition，Brings no less than 10,000 customers to the mall every day，The calculation method is counting chopsticks。Last，Wen Heyou, who queued up to leave the circle, overcompleted this task。

Changsha Wenhe Friends received about 10 million visitors in 2020，During holidays，It is normal to queue thousands or tens of thousands of tables。

Started from a food stall，After success in independent catering stores，Wen Heyou began to build a large-scale comprehensive catering culture group based on brand IP。From selling crayfish to selling cultural and creative space，Create a super literary and friendly queen in Changsha，With the help of capital, this company has successively opened in Guangzhou、Shenzhen layout。

Guangzhou、Shenzhen’s Super Wenheyou is also famous for its popularity in the beginning，“Take a number for 30,000 tables”“Queue 500 meters”，But it opened higher and then moved lower、Acclimatized。

Wen Heyou, whose valuation reached 10 billion yuan after Series B financing in June this year，There are even bigger plans: to open 20 stores in 5 years“City Wenheyou”(that is, Super Wenheyou)，Covering all first-tier cities，Nanjing、Wen Heyou from Kunming and other places are already planning and designing。

Wen Heyou has many stories，Great ambition，But its appearance is still not clear enough，Guangzhou、Shenzhen Wenheyou’s passenger flow dilemma has not yet been solved，Faced with such a high valuation，It has to answer a question: after leaving Changsha，Can I still copy Super Wenheyou?？

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Everyone knows Wen Heyou, but no one can explain Wen Heyou.

The entrepreneurial story of Wen Bin, the founder born after 1985，Repeatedly mentioned after Wen Heyou left the circle。5000 yuan cost，Started as a roadside stall，2011 to 2016，Wenbin started a fried restaurant one after another、Lobster House、Big Sausage、Stinky tofu、MĀMĀCHÁAnd many other catering brands。

Until Super Wenheyou became famous，Changsha, as a major domestic catering consumption center，set 188bet Online Sports Betting and Casino off a wave of“Wen He Youfeng”。Major catering brands have changed their looks，Adopting a retro and nostalgic style in store decoration，Even at the expense of precious dining spots，Set up an area specifically for taking photos and checking in。

How did Wen Heyou discover this traffic password？Actually it came from an accident。

2017，Area 1400 square meters、The Wenheyou Du Fu Jiangge Store with an annual revenue of 100 million yuan has to be demolished due to the renovation of the old city，In order not to lose the surrounding regular customers，Draw a circle around the original address，Finally, I fell in love with the nearby Hisense Plaza。

But during the negotiation process，The long-standing hidden rules for commercial real estate investment frustrate Wen Heyou’s management，As a local brand，Want to settle in Hisense Plaza，They have to come up with something better than Starbucks、KFC、UNIQLO, etc.“Tall and superior”Foreign brands have much higher premiums。

So there is the agreement mentioned above，Hisense Plaza provides enough renovation area，The Wenheyou team must prove that it has sufficient customer flow attraction。final，Wen Heyou takes nostalgia as the theme，Restored old Changsha street scene，Constructed a“Retro Immersive Food City”，A collection of local delicacies、Various snacks，It also includes restaurants incubated by Wen Heyou himself。

In the words of the founding team，This is a quite dramatic transformation，Let them derive higher cultural value from catering，“There are literary and friends in this city，There is a big difference from no Wenheyou。”

As a restaurant，Super Wenheyou’s 20,000-square-meter square footage is actually not as good as the previous 1,400-square-meter Du Fu Jiangge store，“But no matter how well you do with more than 100 million，It’s just a restaurant with a very good business。”Wenheyou CEO Feng Bin answered this in an interview。

Although Wenheyou defines itself as a cultural company，But in the opinion of many people in the industry，Wenheyou is more like a food city in retro clothes，The main business is still catering，The rapid emergence of the industry in a short period of time is just a matter of stepping on the national trend of the domestic consumer market，And short video communication marketing rhythm。

After becoming popular, Wen Heyou naturally attracted the attention of capital.

Feng Bin once revealed，Past 10 years，There are hundreds of investment institutions that actively approached us。However, Wen Heyou’s real accelerated integration with capital will be after 2019。Wen Heyou completed Series B financing in 2021，Valuation reaches 10 billion yuan，Sequoia China is gathered 188bet online sports betting behind the scenes、IDG and other leading investment institutions。

Borrowing capital，To a certain extent, Wen Heyou wants to take the road of large-scale expansion。This is a common business path，Local incubation hot model，Copy to the whole country。

From 2020，Wen Heyou who focuses on differentiated urban operation strategies，Successively to Guangzhou、Shenzhen Extension。According to plan，Wen Heyou will be within 5 years，Open 20“City Wenheyou”(that is, Super Wenheyou)，Covering all first-tier cities。At the same time，Enter 2、Third-tier cities，Plan to open 1,000 Wenheyou standard stores with reduced area。

Although it is cloaked in cultural creativity，But the core is still the same as commercial real estate——Investor，Renovation，Investor，Engage in marketing。

The arrival of a super Wenheyou，Needs complete decoration、Design，The initial investment cost is huge，Changsha Wenheyou invested 200 million yuan in expansion，Guangzhou Super Wenhe Youguang is the early coordination with the shopping mall、It takes 12-18 months to communicate the design plan。

Large-scale expansion in multiple locations，In addition to relying on capital support，Stable cash flow is also needed to support。Then，Does Wen Heyou have enough ability to match his ambition？

Started from passenger flow, trapped in passenger flow

Capital looks at Chinese friends，Not only a new way of cultural creation + catering，It is also the super strong passenger flow absorption capacity behind it。

However, Wen Heyou, who started from the surging passenger flow, is also trapped by the passenger flow.

After the opening of Super Wenheyou in Changsha Hisense Plaza，The daily passenger flow reaches more than 10,000 people，The table turnover rate can reach up to 10 tables，The average queue time is 3 hours。

Wen Heyou who ran away from Changsha，Landed in Guangzhou、Shenzhen，At the beginning, tens of thousands of tables were queued，The team is 100 meters long，On the hot search，But they opened higher and went lower。

Guangzhou Wenheyou three months after opening，Passenger flow is declining rapidly，You can sit down directly without queuing up。Shenzhen Wenheyou opened in April this year，Bringing another ace internet celebrity in Changsha, Cha Yan Yuese, to help out，Trying to use “Bigger”“Purer”“More consistent”and many other nationally ranked labels，Sweep away the haze in Guangzhou，But history repeats itself again，The customer flow of Wenheyou stores in Shenzhen has dropped significantly。

The situation of literary friends in Guangzhou and Shenzhen，It shows that passenger flow is not that simple for Wen Heyou。

Super Wenheyou preliminary design、Planning、Huge investment 188bet online sports betting in decoration，There is still a lot of space to restore the old street scenes in the city，Make landscape，The store floor must not be too high。So，On business model，Wen Heyou mainly shares revenue with the stores he has settled in，Most stores have no rent、Property fee，Wen Heyou will share 20%-30% of the store revenue。In addition，There are also a small number of shops that charge rent and property fees。

The catering introduced by Wen Heyou is mainly market snacks，The unit price of snacks is not high，This article and friends revealed that the per customer unit price remains at around 100-120 yuan。Immersive dining focused on Wen Heyou，The venue is the home court，Cannot extend too much income through takeout。For the settled shops，Daily sales can only be guaranteed through greater customer flow and higher table turnover rate。

Changsha Super Wenheyou's platform turnover rate averages 8 per day.5 tables，This table turnover rate data，Haidilao is at its peak compared with 2017 and 2018，The table turnover rate should be higher about 5 times a day。But this is also related to the characteristics of snacks，Compared to dinner，Snacks can be turned over faster。High turning platform、High passenger flow、Low unit price，Form a virtuous cycle，Finally, Changsha store made profit 7 months ahead of schedule。

But Guangzhou、Shenzhen Wenheyou has been open for just over a year，Or less than one year，After the decline in passenger traffic，Shop business pressure has increased significantly。Most of these shops are non-chain local time-honored brands，Coping with the uncertainty of passenger flow，Many local restaurants in Guangzhou Wenheyou finally chose to close their stores。

Immersive dining is also good，No matter what the outer layer is on the package，Disney in the catering industry，Immersive dining is also good，Passenger flow is the most critical lifeline。In order to attract customers，Wen Heyou must tell the story of IP well，Spend a lot of money to build a large-scale nostalgic cultural space。But in terms of cultural resonance，The local characteristic cultural symbol created by the Hunan founding team，Failed to gain real recognition from the locals。

More foreign tourists who go to Wenheyou are checking in and taking photos。Feng Bin once analyzed the customer groups of Super Wenheyou，70% are under 35 years old，70% female。After this kind of photography adventure，It’s hard to say how much local people will repeat consumption of such a space。

All phenomena are explained，Wen Heyou has not yet truly replicated his influence，The deeper reason behind this is，Wen Heyou’s IP itself，Not enough to form the kind of attraction it imagined。

Super literary friend, difficult to copy

Can Wen Heyou really 188bet online sports betting build his own commercial building，Depending on whether it can replicate itself，Looking at the current situation，This may be an unsolvable problem。

In front of it, there are two insurmountable mountains.

The first is the contradiction between the differences in the cultural and creative industries and the standards of commercial real estate。

The story behind Super Wenheyou’s popularity，The biggest reliance lies in the difference and uniqueness of its cultural creation，This is exactly contrary to the standards of business。Many people will ignore it，There is a profound connection between Wen Heyou and the city of Changsha。Jokingly calling himself “Pozi Street Wang Jiawei”’s Wenbin，With the founding team who are also from Changsha，A deep understanding and emotion of local culture，Is the key to hatching super Wenheyou。

Mode can be migrated，Lifestyle to memory and emotion，From consumers’ eating habits、Lifestyle to memory and emotion，They are all very different，It is not completely unified by the flat internet and popular trends。

national tide、Nostalgic style is an obviously replicable style，But it is essentially public domain traffic，Everyone can do it。Wen Heyou’s influence in Guangzhou and Shenzhen has expired，It shows that the national trend can only be used as the engine of the internet celebrity effect，It cannot be used as the foundation of one’s life，It is a necessary but insufficient condition。

This also means，Wen Heyou is "only in Changsha";Super Wenheyou”，Once you go to other places，It’s a company called“Wen Heyou”'s ordinary commercial real estate company。

Secondly, Wen Heyou has not established a universal cultural IP with long-term vitality。

Wen Heyou once said，“We are a cultural company，Our vision is to be the Disney of China’s food industry。”To become“The Disney of Chinese Food Industry”，Then Wenbin must not only do ";Pozi Street Wang Jiawei”，Want to become“Wong Kar-wai of Chinese Food Industry”。

As a cultural catering IP grown in Changsha，Super Wenheyou is in the process of building，From brick to brick、Various posters，Settled in an old local store that has been operating for many years，Various NPCs with strong human touch，Snack dishes with local characteristics，Integrated into one body，Reappeared 70、Memories in the mind of old Changsha in the 1980s，This is the accumulation and accumulation of Wenbin team in Changsha for decades，Also a local merchant、A brand jointly constructed by local consumers。

In a sense，Super Wenheyou is a collective work of many parties，This is the foundation for it to become a cultural landmark in Changsha，It is also destined that it cannot be reproduced in other places。

188bet app download Local cultural symbols make it happen，Also limited it，Not like Starbucks、Haidilao、KFC，Consumers don’t care where they come from，They are more universal and can be integrated into the local area。

So Wen Heyou wants to go nationwide，It is necessary to establish a content core that goes beyond Changsha’s regional culture，Let consumers in other places embrace it，Just like Disney can open up different skin colors、Different cultures are the same。

For now，The value of the city mentioned by Wen Heyou、Merchant Value、Customer value，More likely to appear in government planning、Grand concepts in academic papers or media articles，It is a role-playing game with high intentions，This may be the&ldquo who set up a stall on the roadside back then.;Pozi Street Wang Jiawei”Ideal in heart，But it’s obvious，Between business reality and grand ideals，Not yet able to build a clear bridge。

At least for now，Wen Heyou has always been digging for gold in local culture and history，It is the person with the hoe，It’s the water delivery person again；I want to make my own original IP，I also want to become a platform for local cultural catering。

Wen Heyou，Maybe you can’t even see yourself clearly。The real super Wenheyou，Only one。