I will never forget the beautiful scene when Shenzhen wenheyou just opened its business last spring.
On the opening day, “Wen Heyou’s queue exceeded 50000” boarded the hot search and opened the comments. Some people were angry, some disdained and some didn’t understand.
Mainstream public opinion turns into three words: as for?
I happened to be in Shenzhen at that time. I went to wenheyou for the first time. After I squeezed in, my inner answer was: as for ah.
In the heaven and earth between Guangzhou Shenzhen railway and Buji River, wenheyou reverts to the past. The old neon flashes, the walls are mottled and fall off, and the time and space flow back like yesterday, making people intoxicated and dreamy.
I sent a circle of friends, got dozens of likes, and left with satisfaction.
Unexpectedly, I heard the news of wenheyou again. Recently, some media reported that the passenger flow of wenheyou in Shenzhen was cold and many merchants quietly withdrew.
See him rise high, see him feast guests, see his building collapse?
Sure enough, all new consumer brands, more difficult than “popular” is “always popular”.
Wen Heyou’s original intention is to be “Disney in the catering industry” (an interesting phenomenon is that Disney is the common white moonlight of many online popular brands, including bubble mart and Wen Heyou). Regardless of the volume, wenheyou and Disney are indeed very similar to some extent. They both create a “distance” in the city by commercial means. Cai Yu, a business observer, calls this “man-made” distance “a” nearby distance “.
Yes, life is not only in front of you, but also poetry and distance. But the truth is, “we don’t really love the distance, we just hate procrastination; we don’t really love poetry, we just love poetry – especially ready-made poetry.”
So in the middle of the city, Disney and wenheyou rose out of thin air and directly sold the ready-made “Dreams” to the busy young souls on weekdays.
But the biggest difference between Disney and wenheyou is that Disney’s daydreams can be “done again”, but wenheyou’s old dreams can be repeated only once.
In other words, Disney is a place with repeat customers. When night fell, there were fireworks all over Disney castle, saying goodbye to the magic of the day, and the idea of “I will come again” was firmly rooted in the heart of every tourist.
In contrast, wenheyou, to some extent, is a food square surrounded by dreams. Compared with the unique entertainment experience and operation details in Disney, the taste of those restaurants in wenheyou has no barrier. They can appear in wenheyou, elsewhere, or even worse than others.
For this reason, unlike Disney, most people only regard Wen Heyou as a “one-time scenic spot”, especially in Shenzhen, a city with underdeveloped tourism, local citizens simply can’t afford Wen Heyou’s “return rate”.
So, I came, I took pictures, I sent a circle of friends, I left, and I’ll never come again.
It’s cruel to say goodbye at first sight.
There is nothing you can do about it. In the new era of oversupply, young people are transmutation animals. They are too easy to get tired of it.
So what can Wen Heyou do to “relieve boredom”?
I don’t know in the short term. There is a brain opening answer in the future: metaverse.
When Wen Heyou was on fire two years ago, the concept of metaverse was not on fire. If you think about it carefully, isn’t what Wen Heyou is building the real experience of metaverse? Create beautiful dreams, let people fall into them, and then wake up and return to reality.
It’s just that wenheyou’s experience depends on the reality. They can’t “switch” this experience at will. Wenheyou in a place can only provide people with a “version” of the dream. Consumers can only choose the “only” Scene (such as retro scene) and can’t change other scenes at will. Therefore, they don’t have the desire to come again.
It is precisely because it is a one-off deal that Wen Heyou is extremely cautious about the construction of this “only” scene. I saw media reports that the senior management of Wen Heyou has not reached a consensus on the theme of the new project for a long time, and it is necessary to make local characteristics and create a sense of the future
Imagine that in the future, when the metaverse application is mature, consumers can actually wear virtual devices and choose between “local characteristics” and “sense of future”. They can buy tickets with “local characteristics” this time and choose “sense of future” or other virtual scenes next time. Isn’t this a fundamental solution to the problem of repeat customers?
So, the end of Wen Heyou is metaverse.
Of course, this brain hole is a little big and it is a little difficult to realize, but it is undeniable that in the increasingly fierce new consumption era, young people are really not nostalgic or loyal at all.
This advice applies to wenheyou and all new consumer brands.
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