As the post-90s and post-00s generation gradually become the main consumers, the night economy is undergoing drastic changes. In recent years, new formats such as bistro, escape room, script kill, LiveHouse, late night canteen, and late night bookstore have sprung up. In every ordinary night, there are a large number of young people flocked to the night consumption market, not to release emotions, is to enjoy the social atmosphere, and behind this, the battle between capital and giants continues.
Contemporary young people like to be "tipsy", so the economic value of the bistro carrying many young people's "nightlife" is huge. In addition to the practitioners of the tavern industry, many restaurant chain bosses have also collectively focused on the "food + wine" track, and have reached into the "tipsy business" of young people. First, the "music + restaurant + bar" dining method in walnut is highly sought after, and then the "barbecue + tavern" dining method of log cabin barbecue is popular, and slowly Chinese food, hot pot, tea brands began to pour into the tavern track. So how do investors get in? How does a tavern get started?
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01 Identify new demand and do a good job in new supply
Catering to social as the main driving force, to create a strong social oriented "third space". Under the consumption habits of Generation Z, the KTV-style pan-social scene is no longer the first choice for entertainment, mainly due to the lack of strong interaction in singing, and the connection between participants is not close. Instead, various food and beverage formats (coffee, tea, pubs, etc.) are attracting customers by creating offline social Spaces. For example, Starbucks uses coffee as a social binder and becomes a "third space" for people to gather and relax. The scene operation concept of the pub is similar to that of Starbucks, aiming at the controllable, casual and drinking needs of social parties, creating a strong social oriented "third space".
To cater to the social scene of consumers "with wine party friends", the specialty categories of bistros emerge in endlessly. ① Music tavern, featuring live singing or background music, rich menu options, SKUs of various brands vary greatly, and operators are mostly independent or chain tavern brands; ② Beer workshop, mainly foreign craft beer, stores both retail role, operators are mostly beer producers; (3) Cross-border pubs, traditional catering to switch the full time operation of the game, to provide products to low-degree alcoholic beverages or current mixers, operators are mostly other catering head brands.
In addition, some businesses through the "product + scene", to create a series of outdoor challenging innovation scenes: jungle tavern, Mars tavern, open-air tavern, beach tavern, etc., scene marketing, to the bistro format to bring innovative inspiration.
02 Innovative business model dislocation competition
Develop the "X+ food + wine" scene to help the brand "out of the circle". From the earliest walnut "music + restaurant + bar" catering model is highly sought after, and then the wooden house barbecue "barbecue + tavern" catering model is popular, slowly Chinese food, hot pot, tea brands began to pour into the tavern track.
GUI Manlong's bite Jin Tang Palace Tavern first store opened in Shanghai, in the form of Tang Dynasty tide tavern. In the product, the combination of stewed flavor, barbecue, creative dishes to increase the "meal" attribute, the wine is based on the national trend drink, attracting mainly young fashionable men and women.
In 2019, Naixue's tea brand BlaBlaBar Naixue opened its first store in Shenzhen, a social scene that offers a traditional bar for young people. The product focuses on cocktails in perfume bottles, and the crowd is mainly sophisticated young women. In order to make the category more mature, then Nai Snow Music Factory came out, the products are mainly beer, the main livehouse model, inviting resident singers to enhance the attractiveness of the model.
03 Differentiated market layout
Differentiated layout, sinking market potential. The Helen Division makes full use of the information gap between the first tier and other urban bar culture, and "demots" it to below the second tier to achieve differentiated layout. Pubs have the advantages of both bars and food stalls, representing relatively low entry barriers to quality consumption, in the context of the gradual saturation of demand in first and second-tier cities, low-tier cities provide greater growth space for the development of pubs.
On the one hand, the continuous improvement of China's urbanization rate is conducive to narrowing the gap between different tier cities and laying a material foundation for the consumption of sinking markets. On the other hand, the sinking customers corresponding to the tavern are mainly small town youth, of which the return of the first and second tier cities accounted for 63%, and have fully contacted the rich lifestyle of the metropolis, thus driving the overall consumption standards and aesthetic requirements gradually improved.
04 Craft beer and bistro fusion
The fusion of craft beer and bistro is the future. The traditional wine culture has changed, and the "light drinking" model has accelerated the industry penetration rate. In the Chinese traditional wine culture, the strong utilitarian and the common culture of persuasion make the drinking experience worse. With the development of domestic society and ideological progress, more young people are aware of the harm of drinking behavior, the concept of "rational drinking, moderate drinking" is becoming more and more popular, and "light drinking" has become the ideal state of drinking entertainment for young people.
According to the NetEase survey, more than 80% of respondents prefer to drink slightly or a small amount of alcohol, mainly as a way of entertainment and relaxation. In addition, the "post-90s" office workers and the student party are the main consumers, the rise of "her economy", the increase of female consumer groups, low-grade and easy to import fruit wine and beer, etc., are more in line with the drinking habits of new contemporary consumer forces, and promote the incremental development of the ready-to-drink market.
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05 Culture enables brand differentiation
Excavating regional characteristics and building brand culture. What is special about the popular Two Ma Tavern? In terms of brand style positioning, Two Ma Tavern takes the Chinese style of national tide, and makes many innovations in traditional Chinese culture, while also using a large number of western Sichuan elements, and playing the trend in retro.
For example, in the decoration, the traditional Chinese horse head wall, leaky window, corridor integration of steel stairs, glass curtain wall, 360 rotating mechanical arm, lifting stage and other very modern elements design, the traditional and modern collision out of the "punk retro", so that the two Ma tavern from birth with its own topic.
Not only that, two Ma tavern safekeeping the characteristics of the common open-air tea room in western Sichuan region, most of the stores are open-air dam, more prominent brand cultural characteristics.
In terms of brand culture, we should promote the common Sichuan liquor culture. The so-called fighting wine does not mean that people fight wine, but refers to playing with wine. The success of this fighting culture not only satisfies the forthright, but also does not get drunk, but also enjoys the cultural taste and social needs.
And the title of Two Ma tavern "Two Ma" in Sichuan dialect, refers to the state of tipsy drinking, the brand advocates a tipsy not drunk light social gathering, coupled with the common trend culture, Two Ma Tavern soon became a social venue for fashionable men and women.
06 New young marketing
Cater to the consumer group of the Z era and create a social culture. Contemporary young people "to drink friends", the pursuit of social needs. Helen's emphasis on building their own social brand, selling social concepts, also known as the "night Starbucks."
While ensuring the low price of products, Helen will also launch different new products according to popular trends, such as the launch of non-alcoholic milk beer in 2020, which is well received. In order to attract young people, the Helen Department pays special attention to promoting the social culture of young people. For example, the challenge of "Helen's Cola barrel national unity Pose" in December last year gained a lot of exposure on the social media matrix, accumulating 1 billion plays and attracting many young people to challenge together.
At the same time, it also opened up a "confession team series" section on Tiktok, and a series of activities such as "make new friends, drink for free" in the official micro blog, so that young people can share and interact.
peroration
The pub business is a typical 100 billion track, and it is highly decentralized, and there is a certain distance from the scale, the market is in the growth stage, with the trend of urbanization and consumption upgrading, giving more market opportunities.
Mr. Liu of Longze Group said that at present, with the gradual expansion of the crowd in bars, KTV, nightclubs and other entertainment venues, industry investment is also growing exponentially, and high returns also mean high risks. The investment market of large stores is relatively competitive, the capital investment is large, and the return cycle is relatively long.
In the future, the mainstream market consumer group will be the generation Z composed of the post-90, post-95, and even post-00, the investment model will shift from large-scale concentrated investment to small-scale decentralized investment, the chain brand market is huge, and the entertainment space design and decoration will also tend to be multi-cultural, multi-style, more personalized and more creative. Bistro investment cost is low, can quickly return profits, through the diversification of chain investment, continue to expand the market size, can be more favored by the capital.
As the brand sensitivity of the young group continues to improve, the taverns that adopt the chain operation mode have more prominent advantages, especially the chain taverns that have entered the market for a long time, and have more leading advantages in operating costs and brand influence.
Investment advice
When the catering giant enters the bistro track, what needs to be thought about is how to innovate the business model, open up the "X+ food + wine" scene, create brand differentiation, and help the brand "out of the circle".
For the bar boss, large-scale concentrated investment means high risk, the bistro chain brand market is huge, and small-scale diversified investment is more competitive.
③ With the sinking of the consumer market, low-tier cities provide greater growth space for the development of pubs, and investors in low-tier cities usher in opportunities.
④KTV businesses can consider how to create an immersive experience to meet the consumer crowd in the K era, combined with escape rooms and script killing.
The fusion of craft beer and bistro is the future.
