Wen Heyou once again“Encountering obstacles”。

According to self-media“FMCG”Report，Multiple employees broke the news，Multiple Wenheyou employees broke the news，Wen Heyou launched a round of large-scale layoffs years ago，The number of layoffs in some departments exceeds 60%；year later，A new round of layoffs continues。The laid off employees are mainly related to the immersive theater project of Changsha Wenheyou、Nanjing Wenheyou Project (Changsha、The fourth city project after Guangzhou and Shenzhen)。

Interface reporting，The relevant person in charge of Wen Heyou’s public relations responded，Layoffs are normal personnel changes resulting from the company's business adjustments，Actually，The company is still recruiting for many positions，New personnel will join after the new year。Every project of the company is now in progress，New projects and business formats will also be launched one after another。

Changsha Wenheyou’s success，Let Wen Heyou be ";hold”Very high，Won the favor of many top investment institutions，The net worth is believed to reach tens of billions，Become a super unicorn，A new consumption story is unfolding。

But Guangzhou、Two projects in Shenzhen went from high fever to calm one after another，“Not acclimatized”Almost has the potential to annihilate everyone，It dims the luster of this story a lot。

In some respects it can be said，The foundation of Wen Heyou’s success，This is also one of the obstacles to its continued expansion。

What happened behind the layoffs in new projects？What are Wen Heyou thinking about，Can it really prove itself？

If we look at the current situation of the project，Wen Heyou can be divided into Changsha Wen Heyou、Other items。

Changsha Wenheyou’s success was accidental, let alone inevitable.

One of the coincidences lies in the Hisense Plaza where the project was located at that time，Some poor management，Need new projects to revitalize，Give Wen Heyou space to display、Relatively good preferential conditions。Necessity is multifaceted。

Wen Heyou’s accumulation of hot products in lobster、Catering + cultural creativity or cultural immersion and other abilities，And&ldquo，And“Cut”Win the new urban consumption、The trend of demand for scene space reconstruction in the context of urban renewal。

Urban Update，In some aspects, it can be understood that after a long period of rough construction and development with large-scale 188bet app download demolition and construction，Cities are gradually entering a new stage of refined operations，Resident、Culture、Consumption and other elements need to be reorganized。

What did Changsha Wenheyou do?

Through innovative landscaping、Specialty catering aggregation operation，and“Catering + Cultural Creativity”Building cultural space，Provides the city with what is known as “Municipal Museum”’s new cultural space、New consumption space，and light“Urban fireworks”，Create new vitality of the city (cultural vitality、Consumption energy, etc.)。

More specifically，Changsha Wenheyou restored his urban life scenes in the 1980s，On the 7th floor、A complete urban community that has disappeared is built in a space of 20,000 square meters、Living place，Also realize the exploration and presentation of urban culture。A detail mentioned in the public report，If you enter from the main entrance of Changsha Wenheyou，Forever Street is the only way to pass。This street once really existed，Later demolished。Changsha Wenheyou provided a reproduction of some original urban scenes。

Market culture has strong localization attributes，Reappearance of memories for locals，Differentiation for outsiders、Novelty，Specifically speaking, young people are mainly retro、Curiosity，Several elements that constitute the city’s new cultural landmark。

At the same time，Changsha Wenheyou aggregates local specialties and restaurants，Promote local catering culture accordingly，Also increased market consumption，It is the blessing of market culture。

here，Changsha Wenheyou’s fireworks for the city、Bringing some restoration to the original style and culture，is a local resident、A new cultural space for outsiders，It is also one of their consumption bases，Create a new cultural and consumption value space。

Based on Changsha Wenheyou’s logic of choosing a location in the city’s central business district，In addition to passenger flow，Market culture、Architecture and scene space with urban memory，And surrounding modern and fashionable buildings、Contrast with the strong commercial atmosphere，It not only produces a strong visual impact、Sense of conflict，It can also be understood as the coexistence of the violent modern urbanization architecture and the original humanistic value space of the city，Add buildings in the same space、Cultural and other diversity，This is a message that some urban updates may want to convey。

Extended view，Catering is“Taste”Consumption，It is also cultural consumption，The blend of catering and culture，It is also a commercial space，It is also a cultural space，Create a unique cultural landmark in the city、City business card，Tell Chinese stories well、Create local cultural confidence。These 188bet app point to two aspects: one，Humanistic competition has become one of the focuses of urban competition，Local culture mining、Cultural landmarks become more prominent；Part 2，Promote national self-confidence、Under the background of cultural confidence，City is a more specific landing point，Must do。

At the same time，Urban commercial space faces renewal，Demand for new commercial space higher，There is still a big gap in the commercial space to satisfy the young customer base，Especially those born after 1995、After 00，Is the mainstream group that new consumption must capture，Although new consumption has its ups and downs，But the wide and long nature of this track is still obvious，Attracting a lot of capital to compete for space as soon as possible。

Also，The communication path behind the further improvement of short video coverage and penetration rate、Comprehensive changes in communication elements and other elements，The relationship between physical space and virtual space has been opened up and transformed，Offline commercial space is no longer static，And more dynamic，Punch in、Propagation、Interaction, etc.，Promote the interactive cycle between online virtual space traffic and offline traffic。New experience、New scenes and new communication channels，New content that constitutes the continuous generation and conversion of traffic。

Summary，Sightseeing check-in or shopping + short video communication + a large number of special dining experiences (especially localized traditional time-honored brands) + cultural immersion experience，roughly constitutes the four core drainage cores of cultural and commercial spaces such as Wenheyou、Consumption series elements。With traffic，Do more new conversions，It is also possible。

Behind a new consumption space，The overt and covert indicators include but are not limited to traffic、Member、Digital system、Supply chain、Explosive product creation logic, etc.，For example, the digital transformation of catering itself is now a big business。

It can also be said，The commercial value of Wenheyou will not only be determined by the number of Wenheyou opened，It also lies in the precipitation and extended release capabilities of the above-mentioned plates。It also lies in the precipitation and extended release capabilities of the above-mentioned plates，Traffic、Supply chain、Digital system、The logic of creating explosive products will be an important underlying support for the opening and operation of the new Wenheyou project，At the same time, more Wenheyou projects are opening，further strengthen these advantages or capabilities horizontally and vertically。

Finish this，There is another accidental and inevitable factor，Changsha，The culture of this city、Entertainment、High and overlapping consumption such as food，Constitutes its unique urban temperament、Consumption base，Talk 188bet sports betting app download to the bigger picture，Changsha Wenheyou was born for Changsha，Compared with other cities developed by Wen Heyou，This is accidental and inevitable。

Is Changsha Wen Heyou an orphan or the starting point of an outbreak?

On both sides of capital and projects, Wen Heyou is not evenly matched.

Refer to public information，2018，Agricultural company Tangrenshen invested 70 million yuan in Wen Heyou；February 2020，Canada Capital invested 100 million yuan in Wen Heyou，This capital has previously invested in Laoxiang Chicken、Dongpeng special drink；June 2021，Sequoia China and IDG led the investment，Warburg Pincus、Country Garden Venture Capital、GIC and other investors，Wen Heyou received 500 million yuan in financing，Its valuation is also believed to be around 10 billion yuan，Become a super unicorn company，And it is one of the companies with the highest valuation in the new consumer field。

Whether it is your own expansion needs，Still capital needs，Wen Heyou opens and operates more projects，become required，And prove yourself。

Dan Wenheyou’s Guangzhou Wenheyou in July 2020、Shenzhen Wenheyou in April 2021，The current operating situation is not optimistic enough，The Shenzhen project was renamed Laojie Oyster Market，Not just a theme、Changes in content，It also means the rapid weakening of branding and the cultural attributes behind it。

At the same time，Public information mentioned，Guangzhou Wenheyou also underwent renovation and upgrade，New“Hua Wen Lane”，Mainly selling aquatic products and seafood。

Of course, this also requires time and space for trial and error adjustments，Moving closer to localization is a visible action，But the underlying logic built by Changsha Wenheyou，When facing different cities，The guiding effect it can exert is currently not outstanding。In terms of catering only，This is the core factor for consumers to repurchase，The introduction and aggregation of time-honored brands in different cities is one of the keys，But their willingness or talent supply is restricted。

There are two dimensions here，First, the Guangzhou and Shenzhen projects may ";devour”gained a lot of money that Wen Heyou originally earned (public information mentioned that Guangzhou Wen Heyou’s investment cost was 200 million yuan)，After multiple rounds of financing from Danwen and Friends，There should be no shortage of money at the moment，Project updates and upgrades and new project investment expansion，There is still money available for investment；Second, the direction of the Guangzhou and Shenzhen projects will not only continue to affect Wenheyou’s revenue，Also its confidence in developing new projects、Exploration of new models and market confidence, etc.，Has a big impact，The next thing that proves Wen Heyou is the two projects of Guangzhou and Shenzhen，Still the next project？

188bet app Look here at Wen Heyou’s layoff information exposed by the media，There will be more meaning。

Mentioned in media reports，The employees laid off this time are mainly involved in the immersive theater project that Changsha Wenheyou plans to launch、Nanjing Wenheyou Project (Changsha、The fourth one after Guangzhou and Shenzhen)，The main reason for layoffs is“Project suspended，Personnel Optimization”，The IP theme settings of the former are changing，The top management did not reach a unified opinion，The script has been adjusted many times but is still undecided；The latter’s positioning theme has been modified, etc.。

These two projects，First, the content update of existing projects，The second is incremental expansion of new projects，Reflecting two problems that Chuwen and friends have to face: First, how to continue to renew old projects，How to achieve customer flow、The positive cycle of consumption is expanding；The second is how to implement new projects in more regional cities，Continue market expansion。

It has been mentioned in the media，Some people close to Canadia Capital LP (investor) believe that，Now Wen Heyou has enough“Potential energy”，“As for the content operation mode inside，You can explore slowly。”

The maintenance of this potential energy，Even stronger，At least built on:

1、Changsha Wenheyou can achieve iterative upgrades，From operating hours、Project optimization and upgrading needs to be discussed，This is also inevitable；

But the above two projects are suspended and personnel optimization，Maybe it is the prudence of the project leader，Maybe it is the subject of the project、The content is still difficult to finalize，This type of project upgrade appears again、The difficulty of landing in a new area。

This is Wen Heyou’s moment，How to three-dimensionally understand Wen Heyou’s future？

There is public data showing，There will be a new consumption investment boom in 2021，Attracting over 100 billion yuan，The 500 million financing mentioned by Wen Heyou can also be included in it。At the same time，According to 36Kr report，Last year, the immersive catering and cultural tourism brand Yunmeng Shanhai received tens of millions of yuan in angel round financing，It has no implemented projects yet，The founder’s abbreviated name was once the Guangzhou Super Wenheyou、General Manager of Shenzhen Super Wenheyou Project。

Refer to existing information，Yunmeng Shanhai is positioned as “Extract regional history and humanities、Local Food、Natural landscape、188bet Online Sports Betting and Casino Architectural features and other elements，Create a cultural and commercial space with immersive dining, business, travel and local ambitions”，will be distributed in various places“Local Chronicles”As a cultural carrier，Go“国超”Style，Commercial real estate in various places and local areas、Specialty catering cooperation，70% self-operated catering、30% of the cooperative stores are mainly featured，Create a cultural and commercial space of about 10,000 square meters for a single store。Among them，The project room will also use sound and light effects to assist performances in an immersive small theater to promote local culture，And develop cultural and creative products related to local culture for retail。

This is the core of Wen Heyou、There is some overlap in modes etc.，But a more specific form、There are also many different content formats，However, it is not ruled out that there will be more overlap between the two in the future。

Yunmeng Shanhai plans to open its first store before October this year，Landed in Shenzhen or Wuhan，Possible overlap with Wenhe sister cities and even more overlap in the future，And the same share of the essence of new urban consumption，It will inevitably lead to more competition between the two parties in the future。

Also，Integrated urban renewal has been elevated to a national strategy，Release the market dividend of the 10 trillion level track，Superimposed on the size of the new catering consumer market, etc.，Wenheyou and similar Wenheyou projects，The market ceiling is still very high。

So，The market faced by Wen Heyou、Challenges to Overcome，They are all big。