Wenhe friends exploded the corruption case: What to save you, and go down the online celebrity brand of the altar?

Recently, the rotten case of the Internet celebrity catering brand and friends attracted the attention of all sectors of society.

A total of 1.88 million yuan is retracted, and crayfish worth 1. 1.1 million yuan is also used for debt repayment. For this "magical operation", some netizens said, "The sun defense and night defense, the family thieves are difficult to prevent." Some netizens joked, "I never expected to sell a crayfish, there are too many oil and water!"

In fact, this is not the first time Wen Heyou has exposed negatives. After experiencing a highlight of 30,000 tables, the project passenger flow in Guangzhou and Shenzhen declined and was labeled with "high opening and low". This year At the beginning of the year, the news of layoffs was reported, and the proportion of some departments was even as high as 60%.

In the past, the popular online celebrity brand text and friends, which step is wrong, why is the scenery no longer?

Author ｜ Li Jiayi

01

But for 3 years, what did Wenhe You have experienced?

No one had thought that Wenheyou, who was named "Disney in the Catering World", had only been three years from creating myths to falling into the altar.

Wenhe You was born in 2011. For a long time, only small shops selling stinky tofu and large sausages for a long time. It was not until 2018 that Changsha Superwen and friends (renamed "Citywen and Friends") The country is out of the country.

I still remember on October 3, 2020, a tweet published by Wenhe WeChat public account "Sorry!" Thank you for coming to Changsha. "The tweet pointed out that the Changsha Superwen and friends have received more than 30,000 tables on the same day, and currently have more than 10,000 tables. Such a grand occasion is also staged in Shenzhen. Shenzhen and Youxin Store opened, queuing 50,000, so that the Shenzhen traffic police had to shout on Weibo.

Not only consumers, the popularity of Wenhe You has also attracted the favor of capital. In just two years, Wenhe You has won two rounds of financing, with a market value of 10 billion yuan. He is full of 20 articles and friends across the country.

However, the news of time has so far, and at the beginning of this year, the news of the large -scale layoffs of superwriting and friends has spread, which has aroused heated discussion among netizens. According to people familiar with the matter, Wenhe's layoffs have begun before the year, and some departments have been laid by more than 60%, and a new round of layoffs continues. According to media reports, in addition to the Changsha Battalion, Wenhe friends in Guangzhou and Shenzhen have fallen into the embarrassing situation of Menke Ronar. At present, at least 70%of the empty paving rate in Shenzhen Wenhe You, the operating situation of Guangzhou Wenhe You is not optimistic, while Nanjing Wenhe Jiao projects cannot see the hope of landing for the time being.

Wen Heyou's story tells us that under the catalysis of capital and traffic, there are always some brands that can become famous in the first battle. However, after experiencing a short glory, how to "each leader for hundreds of years" has to face Challenge.

02

Which step did Wen and friends go wrong?

Through innovative landscaping, special catering aggregation operations, and "catering+cultural and creative" to build a cultural space, Wenhe Youxing has started. In the era of stock, the needs of urban development, creating new vitality (cultural vitality, consumer vitality, etc.). This gameplay is almost applicable to every city, which is why Wenhe You dare to expand.

At first glance, there is endless imagination space that can extend infinitely. Where does the problem appear?

Industry experts believe that the name of "Disney in the catering industry" is hoped to become a cultural -based business space like Disney. However, from the source of the income of Wenhe You, it can be seen that the vast majority of the catering, that is, Wenhe You is still a commercial complex wearing a catering coat. Foreign tourists. At this time, a commercial contradiction appeared. Catering is a high -frequency consumption industry, and the cultural and creative space has low -frequency consumption characteristics. Feelings and innovative scenes can indeed attract consumers to check in. However Consumption, if you cannot continue to create updated content, consumers have no reason to repurchase, and the traffic will naturally decline.

According to the analysis of Wei Xiang, a researcher and professor of the Chinese Academy of Social Sciences, the reason why Wenhe friends come to today can be said to be a bit "uncomfortable."

First of all, as the form of the Internet celebrity brand, Wenhe You actually uses the strategy of leading economic and scale economy and cost -leading strategies to expand. During the economic upward period, it has the advantages of rapid replication and cost -effective decline, but the economic downturn is declining. During the period, it will cause great harm to it.

In the process of the service industry crossing cycle, the experience of theory and practice requires more adaptation to the changes in the consumer model in the downturn of the economy, and the change in the consumption model brought by the epidemic is that consumers have improved the improvement of cost -effective pursuits for cost -effective pursuits. , But the price and strength of consumption are gradually flattening. In the process of expansion, Wen and You have pursued the high value of characteristics and products, and are not close enough to flat alternatives.

Secondly, Wenhe Youzan wants to support the consumption of consumption until now, it is obviously unrealistic. In the past, we said that a little trick was eating all over the world. However, this method is now available. Only by recruiting fresh can you eat all over the world, and companies that can achieve exquisite all sides are generally large companies with powerful R & D iterations. For companies running out of emerging markets such as Heyou, it is really difficult to achieve freshness. 03

Is there any chance? How does the Internet celebrity brand move towards Changhong?

Wen Heyou's current situation is indeed a bit embarrassing. Looking at the market, there are many brands in the same situation as Wenhe Youyou. Could it be that the Internet celebrity brand is destined to have a test of time?

In this regard, Wang Xiaoyu, a special expert in the World Tourism City Federation, believes that whether it is catering products or leisure tourism products to meet the needs of the middle class and the needs of spiritual consumption and spiritual enjoyment, it is necessary to organize product innovation. The product logic behind this requires the first to meet the basic material products, such as clean and sanitary, delicious meals, or safe and reliable, cost -effective tourism products. Above this, then improve the content of psychological experience products.

The marketing promotion only highlights the cost -effectiveness, safety, and quality of its basic material products, or exposing the differentiated attraction of the aesthetic, artistic sense, and entertainment of its experience content. The logic in this is to do a good job of basic functional products and then improve the content of the experience. On the basis of doing a good job of products and content, then promoting and promoting instead of doing it against it. At the same time, the trend of consumer demand in the middle class is the improvement of the quality of material products, the diversified refinement of the spiritual products, that is, the product format is diversified, and the consumer experience is complementary.

On the other hand, the Internet celebrity products on the market are mostly marketing, light products, emphasis on spiritual, light matter, and heavy marketing and light operations. This behavior of ignoring basic skills and ignoring product logic must not last long.

At the same time, around the layered material and spiritual and cultural needs of the middle and output, product innovation requires the systematic solution ability of the market entity, that is, the planning of creativity, planning, design, development, and operational integration resources, and innovative product capabilities of the entire process. However, the Internet celebrity products on the market and the Internet celebrity companies behind the market are often just or on the marketing end. The beautiful experience scene exists only on the small red book or vibrato; or its product initial operation is good, but the chain chain After copying, because of its incomplete innovation system, it lacks core resources such as professional teams, knowledge management, organizational systems, and industrial chain suppliers that surround, construction, and transportation, and eventually lead to decline in product quality and decline in word of mouth.

Is there any chance? What are the key points from the Internet celebrity?

Wang Xiaoyu said: "From the Internet celebrity to Changhong, in fact, it is necessary to insight into the layered consumer needs of the middle class, and to innovate products from the perspective of industrial investment according to the needs, instead of only pursuing financial speculation logic. What is red copying. Innovative enterprises need to have a systematic ability to invest, build, and transport innovation. It must give full play to the spirit of entrepreneurial innovation. In China, we have continuously improved their own innovation capabilities, professional technology, and innovation systems. From newly entered the re -entering enterprises, they gradually transformed into industry -cutting enterprises through innovative products, organizational learning, and systematic improvement to lead the healthy development of the industry. "

And Wei Xiang suggested that "most of the net red brands have some emerging small and medium -sized enterprises. Such companies want to live longer and need to put down their body and close to the civilian market. After accumulating more cash, or after the economic recovery, it is necessary to invest in a high cost -effective and high value -added research and development stage in order to have a larger living space. "

Power statement

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