In recent years, in addition to the Helen Division, Haidilao, hotpot, chicken, and Fu Lo noodles, Xi Jiade and other catering enterprises have also developed bistros, and the annual market size has exceeded 100 billion yuan. Bistros can be divided into different types from different consumption dimensions. For example, according to the circuit division of our country's modern chain bistro, bistro can be divided into three categories: community bistro, craft supermarket bistro, and characteristic cultural social bistro.
The first type is the community tavern, with Taishan original pulp beer 7 days fresh, Eubrau fresh Zhaishang, Henan Beer Lu Mr., Shenzhen Cat Yuan Wai as typical representatives. The second category is the craft supermarket bistro, M99, Beer aunt, Paradise supermarket are the earlier craft supermarket bistro. The third category is the characteristic cultural social bistro, represented by the Helen Division, two Ma, ghost night behavior, and its highly cost-effective products and characteristic culture are important factors to attract consumers, among which, the Sichuan cultural atmosphere of the two Ma is better, and the ghost Night Walk will integrate the Japanese ghost culture into the wine products, store space, cultural interpretation, with strong consumer viscosity.
Next, I will analyze several head brand bars for you to see how they build characteristic cultural social bistros and form brand differentiation among many pubs.
01 Two Ma Tavern
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.
▲ Pictures from the network, if there is infringement contact delete
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, the two Ma tavern preserves the characteristics of the common open-air tea room in the west Sichuan region, most of the stores are open-air dam, like Chengdu, a city full of inclusiveness, open and receptive, you can enjoy the covered bridge, you can also look up at the TV tower. Increasingly 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.
It is understood that the two Ma Taikoo Li store has been upgraded in decoration and products. In the past, the national tide decoration style of the Two Ma tavern has been praised by consumers for years, and Taikoo Li Store has integrated the elements of Taikoo Li fashion block on the basis of the superposition of psychedelic style and Chinese scene, adding unique two Ma elements in Taikoo Li. In the original Chinese drinking equipment, two Ma in the past style on the basis of innovation and upgrading, so that drinking more beautiful material.
Innovation must be active and quality must be maintained. Two Ma unique tipsy wine list and authentic Sichuan wine dishes, will be as seen in Taikoo Li debut. It can be imagined that when the new store meets with more consumers, especially non-local consumers, what remains in their hearts must not only be the giant panda on the roof of IFS, but also the good-looking and interesting impression of the two Ma.
02 Ghosts Walk in the Night Tavern
The ghosts of the hot network walk at night, creating a very shrouded and windy TRAP cultural entertainment scene, and digging the common point of Japanese whiskey and subculture entertainment. With a full range of Japanese whisky, it is an immersive Japanese-themed whisky bar. At 10 o 'clock every night, the Zefeng interpretation, the performers dressed in Japanese costumes, wearing ghost masks, the performance effect of the sense of full marks. There are also classic Japanese games interactive "Kashiki Tour", providing the most cutting-edge young culture night.
Mysterious ghost LED geisha silhouette, Japanese style and modern trend combination of decoration, in the second and strange ghost atmosphere full of sense. Dark red light Ghost elements can be seen everywhere, samurai armor, demon masks, dark red lights, skull candles, Japanese dark style played to the extreme. Japanese Zewind TRAP music sounds, the whole bar is enveloped in a stimulating and strange atmosphere, ghosts of the night collection of Japan's most complete whiskey. All special flavors are named after ghosts, in the name of ghosts, drink and enjoy the taste. A super cool wine, the shape of the ship body, the appearance of its own immortal, smoky, like "the sea dragon God's light". Mysterious ghost tide play holy land, wine lovers favorite ghost special tone, the current young people pursue personality stimulating adventure, a time to attract a lot of fashionable men and women to ghost night together "ghost" mix!
▲ Pictures from the network, if there is infringement contact delete
03 Helen's Tavern
The Helen Division is a meeting space specially tailored for young people. In the decoration into the American western cowboy elements, Southeast Asian style elements, Chinese Tujia elements, hollow carving lighting, light and elegant gauze curtain, color matching square decoration, exquisite atmosphere of wood carving, etc., all tell the exotic style. The music chooses the latest European and American music, and the products provide ultra-cost-effective fidelity drinks and delicious snacks, and finally create a unique party space. Get together with a few friends and come to Helens to party, chat and drink!
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.
▲ Pictures from the network, if there is infringement contact delete
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. In addition to the online interaction, Helen also built a "about wine group" community, affectionately called fans "kelp", through the establishment of a good brand and consumers strong connection, indirect formation of sticky consumption habits. Helen is more focused on building her own social brand, also known as the "Night Starbucks" because of the social concept sold.
04 Seven Halls Tavern
In this era when everyone has a chivalry dream, ordinary pubs are difficult to enter the play, and a national style tavern that can "reproduce rivers and lakes" is like a spiritual inn that is isolated from the world. Seven halls combine all the spirit of the river and lake into a single tavern, known for its unique and creative wines. The unique "lotus I flow" wine making technology of Qitang wine is only mastered by the owner of the restaurant. The story of Qitang wine making and drinking stories formed over many years of operation are combined to form the unique connotation of the brand, and create a specific drinking scene, so that the brand has feelings and culture, making it easy for customers to recognize.
So far, the founder Frog has applied his self-created "Lianhua Weilu" technique to create more than 100 characteristic wines, whose taste types cover the seven experiences of sour, sweet, bitter, spicy, salty, fresh and astringent. Relying on pure grain wine pulp as the base, with the help of unique techniques, into the natural fruit refining, the complete interpretation of the wine tasting realm of "strong, alcohol, aroma, smoke" true meaning. The Seven Hall Tavern highlights the theme style of "nostalgic retro revival of the market". The ancient flower sense and the leisurely Ishii taste of western Sichuan blend together to form a unique consumption scene and atmosphere of Seven halls.
All the elements in the Seven Tang Tavern have their own "Chinese style", all the wines have a unique taste, most of the traditional white wine, Kaoliang wine with flowers, fruits brewed, with a floral fruity "Chinese cocktail". Unique creative wine, coupled with wine snacks to stimulate the taste buds, a variety of forms of special performance, because of its new "national tide wind" and widely sought after by young people.
CONCLUSION
Bistro format to achieve rapid development, we should be good at creating consumption scenes, but also know how to create product supply chain, through the combination of product core competitiveness and scene consumer culture to form brand value, in order to win the favor of consumers in the fierce market competition. While maintaining quality, businesses should continue to actively innovate and maintain market competitiveness at all times. How to play differentiation in the brand and achieve standardization in the operation has become the key to the "broken circle" of many bar brands.
Investment advice
① Different types of bars have different operating models, and they should be clearly positioned before investment, investing in community bistros, craft supermarket bistros or characteristic cultural social bistros. 2. Characteristic culture Social bistro investors can combine different regional cultures to create unique brand characteristics and form differentiation. While maintaining quality, businesses should continue to actively innovate and maintain market competitiveness at all times. Play differentiation in the brand and achieve standardization in the operation. ③ It is necessary to be good at creating consumption scenes, but also to know how to create product supply chain, through the combination of product core competitiveness and scene consumer culture to form brand value, in order to win the favor of consumers in the fierce market competition.
