The following article from the Pearl River Delta commercial real estate, the author Xie Liyan

 

Article Source | Pearl River Delta Commercial Real Estate

Due to the hot search in the queue, more than 20000 numbers were picked up in a day during the peak period. Super Wen Heyou, who has set a crazy record of queuing for 12 hours in a row, will enter Shenzhen this year! We have learned that Shenzhen Super Wen and Youshen Hong Kong flagship store, with an area of 30000 ㎡, will open in August and is currently in a state of enclosure.

Super Wen Heyou Shenzhen Store

Food Culture and Friends Create Fireworks in the Market

Changsha is famous for its crayfish, and when it comes to crayfish, we have to mention Wen and you. As a local brand originated in Changsha, Wen Heyou went from a small roadside stall in 2011 to the "representative brand of Chinese crayfish and market culture" super Wen Heyou flagship store. It took only 8 years and has now become an online red clock-in resort for stars and foreign tourists, and is also a gourmet business card of Changsha.

Super Wen and Friends Changsha Hisense Store

It is reported that since its opening in 2019, Wen Heyou Changsha Hisense Store has received more than 10,000 visitors a day, selling 20000kg of crayfish a day, with almost no empty tables and a maximum turnover rate of 10 tables. Crayfish is Wen Heyous main food product, but selling crayfish alone is not enough to stand out in Changsha, which is highly competitive in lobster restaurants.

Super Wen and Friends Jinsha Fried Shrimp

The 7-storey "old building" covers an area of 20000 ㎡, with nearly 100 households and more than 30 shops. Wen Heyou has integrated Changshas midnight snack culture with the market culture to create a super-building community in the old Changsha in the 1980 s, reconstructing the scene of Changshas disappearance in the 1980 s and forming a dynamic lively market.

Super Wen and Friends Changsha Hisense Store Hand Drawing

Rather than being a lobster pavilion, Super Wen and Friends are more like a commercial entity, covering multiple formats and brands. According to reports, more than 30 shops in Wenheyou include wholesale department, electronic game room, marriage agency, mahjong activity center, song and dance hall, hardware store, community neighborhood committee, fruit store, etc. In addition to the static scene hall, there are shops that provide real services, such as barbershops, foot washing cities, video halls, etc., all of which are free of charge.

Super Wen and friends Hisense store barber shop

The old appearance and corridor, the signs and neon lights with the sense of retro in the last century, and the square tables are neatly arranged, and the old Changsha city community is presented in front of us. It is said that Wen Heyous dining scene attaches great importance to the sense of relaxation and comfort. Without ashtrays, smoking can be like throwing cigarette butts on the ground and stepping on them directly.

Super Wen and Friends of the Ancient Bookstore

Mu Xin wrote in "Impromptu Judgment": "Life is trivial, and it is trivial to appear to be living and living... Small streets are the world in Gods mind". In addition to tasting delicious food, you can also see all kinds of lively, market and unbridled life, full of human feelings and fireworks. Perhaps this is the main reason why Wen Heyou broke out in a group of crayfish restaurants.

Super Wen and Youhisense Store Forever Street

Out of Changsha to do the catering industry Disney

Wen and you also have a restaurant Disney dream. In an interview with the media, its founder Wen Bin emphasized that Wen Heyou is not a catering company, but a cultural company. He hopes that through food, more people can feel the market culture and humanistic life of each city.

Wen Bin revealed that Super Wen Heyou, which includes restaurants, various shops and entertainment spaces, plans to open 10 Super Wen Heyou in first-tier cities, quasi-first-tier cities and overseas markets within five years in first-tier cities at home and abroad such as Beijing, Shanghai and Los Angeles. Standard Wen Heyou with an area of 2-3,000 ㎡ will consider second-and third-tier cities. The future target is 1000, mainly to do a good job in crayfish and night economy; the third level is the commodity line, including food and creative products, the target area is county-level cities and Southeast Asian markets.

Landing, Guangzhou and Shenzhen have their own characteristics according to local conditions

As far as we know, Super Wen and Friends Guangzhou Store is located in Taikohui Huifang, with an area of about 5000 ㎡, and will open this year. It is not a simple copy of snacks from old Changsha. Guangzhou Super Wen and Friends want to create a scene with Guangzhou memory. Through the trendy and unique interpretation of the classic elements of the 1980 s, they can express the spirit of diversity, unrestrained, casual and pioneering in the 1980 s.

However, Super Wen Heyou Shenzhen Store is located in the center of Maoye Hong Kong Island at the intersection of Jiefang Road and Heping Road, with a construction area of nearly 30000 ㎡, which is 6 times that of Super Wen Heyou Guangzhou Store and 1/3 times larger than Changsha Super Wen Heyou Store. At present, it has entered the stage of investment promotion. It is reported that it plans to open around August this year. According to people familiar with the matter, Shenzhen, a "super big" super Wen Heyou, will combine new innovations with Hong Kong characteristics and is a complex of cultural life in Shenzhen and Hong Kong. The store has been launched in public comments, but since it is not yet open, there is no included comments for the time being.

It is foreseeable that because the store is located next to the rail of the Guangzhou-Shenzhen EMU, consumers can not only feel the "speed and passion" of the "speeding past" EMU, but also have a "cordial photo" with the EMU at any time ". For friends who like to take pictures and clock in, it is a unique experience.

Photo Source: Win Business Network

"City of Night" Shenzhen

Can Super Wen and Friends become a new online red card?

At present, there are four Wenhe Youlobster restaurants in Shenzhen, namely Nanshan Baishizhou Store, Futian Meilin Store, Shuiwei Store and Luohu Store. Each branch has a different theme, but the common point is that they all show the theme of the old era incisively and vividly, with a sense of time and space travel. Although Changsha Super Wen and Friends are not as spectacular in terms of shop space and number of diners, the attendance rate is also high.

In addition to Wen Heyou, there are many popular online crayfish shops in Shenzhen, such as Jiang Wei Lobster Restaurant, Songge Braised Shrimp, Longchao Xuyi Lobster, Han Shrimp King, etc. Although there is a slight difference between the practice and taste of crayfish in each store, and diners have their own preferences, Wen Heyous core competitiveness lies in his feelings and culture.

Shenzhen as a strong business atmosphere, young and vibrant city, "night economy" is also in the forefront of the country. The "Brilliant City -2019 Shenzhen Night Consumption Research Report" released by RET Ruiyide shows that Shenzhen ranks first in the proportion of take-out orders from 21: 00 p.m. to 2: 00 a.m. in major cities and is a veritable "city of supper".

According to the "Big Data Report on Crayfish Consumption" released by Meituan Takeaway in 2019, the number of crayfish consumed in Shenzhen in 2018 was second only to Guangzhou, Beijing, and Shanghai, ranking fourth in the country.

Photo Source: Win Business Network

After people experience the fast-paced work and life during the day, the night becomes a rare time for leisure and relaxation, and the emotional release and social atmosphere brought by the midnight snack has become one of the ways for young people to eliminate fatigue and gain happiness. Wen and you will all the details of the interlocking, great sense of experience and vitality of the cultural catering model is in line with it.

As a multi-format night consumer market integrating "food, travel, shopping, entertainment, and exhibition", Super Wen Heyou will combine the cultural characteristics of Shenzhen and Hong Kong to create a Shenzhen-Hong Kong cultural complex and become a new online red card in Shenzhen. People are also full of expectations.