The end of Wen Heyou is the Metaverse

Wen Heyou is completely the reality experience of the Metaverse.

The end of Wen Heyou is the Metaverse

I will never forget the bright scene of Shenzhen Wenheyou when it first opened in the early spring of last year.

On the opening day, “Wenheyou queuing up to more than 50,000” was on the hot search, and when I opened the comments, some people were angry, some were disdainful, and some were puzzled.

Mainstream public opinion turned into three words: As for?

I happened to be in Shenzhen at that time and went to join in the fun. This was the first time I went to Wenheyou. After I squeezed in, my inner answer was: As for it.

In a world between the Guangzhou-Shenzhen Railway and the Buji River, Wen Heyou restores a piece of the past, with old-fashioned neon flickering, mottled walls falling off, and time and space reversing like yesterday, making people intoxicated and dreamlike.

very nice.

I posted a circle of friends, got dozens of likes, and left with satisfaction.

I never thought that when I heard the news of Wenheyou again, it was recently that media reports said that Shenzhen Wenheyou was cold and many merchants quietly withdrew.

Seeing him rise from a tall building, seeing him feasting on guests, seeing his building collapse?

Sure enough, for all new consumer brands, it is more difficult to “be popular all the time” than to “become popular”.

The end of Wen Heyou is the Metaverse

Wen Heyou’s original intention is to be “Disney in the restaurant industry” (an interesting phenomenon is that Disney is the common white moonlight of many Internet celebrity brands, including Bubble Mart and Wen Heyou). Regardless of the size, to a certain extent, Wen Heyou and Disney are indeed very similar. They both use commercial means to create a “distant place” in the city. Cai Yu, a business observer, called this “artificial” distant place a “nearby distant place”.

Yes, life is more than just living in front of you, but also poetry and distance. But the truth is, “We don’t really love the distance, we just hate being sloppy; we don’t really love poetry, we just love poetry—especially poetry that’s ready.”

So in the center of the city, Disney and Wen Heyou stood up out of thin air and directly sold the ready-made “dreamland” to young souls who were busy on weekdays.

But the biggest difference between Disney and Wen Heyou is that Disney’s daydreams can be “doed again and again”, but Wen Heyou’s re-enacted old dreams are enough to do once.

In other words, Disney is a place with repeat customers. When night falls, fireworks are scattered over the Disney Castle, saying goodbye to the magic of the day, and the thought of “I will definitely come again” is firmly rooted in the hearts of every tourist.

On the other hand, Wenheyou, to a certain extent, it is a food court served by a dream environment. Compared with the unique entertainment experience and operational details in Disney, there are no barriers to the taste of the food and beverages in Wenhe Youli. They can appear in Wenhe Youli, or in other places, or even not as good as other places.

Because of this, unlike Disney, most people only regard Wen Heyou as a “one-time attraction”, especially in a city with underdeveloped tourism such as Shenzhen, where local citizens simply cannot support Wen Heyou’s “return rate”. “.

So, I came, I took a picture, I posted it on a circle of friends, I left, and I will never come again.

Goodbye at first sight is really cruel.

There is nothing you can do about it. In the new consumption era of excess supply, young people are all transmuted animals, and they are too easily bored.

The end of Wen Heyou is the Metaverse

So is there any way for Wen Heyou to “relieve tiredness”?

In the short term, I don’t know, but there is an open-ended answer in the future: the Metaverse.

When Wen Heyou was on fire two years ago, the concept of the Metaverse was not yet popular. If you think about it carefully, isn’t what Wen Heyou is building the real experience of the Metaverse? Create beautiful dreams, trap people in them, and then return to reality when you wake up.

It’s just that Wen Heyou’s experience is attached to reality, and they can’t “switch” this experience at will. Wen Heyou in one place can only provide people with a “version” of the dream, and consumers can only choose “” The only” scene (such as the retro scene) can’t be replaced with other scenes at will, so there is no desire to come a second time.

It is precisely because it is a one-shot deal that Wen Heyou is extremely cautious about the construction of this “only” scene. I have seen media reports that Wen Heyou’s executives have not reached a consensus on the theme of the new project for a long time. Make local characteristics, and create a sense of the future in a while…

Just imagine, in the future, when Metaverse applications are mature, consumers can actually wear virtual devices and choose between “local characteristics” and “futuristic sense”. They can buy tickets for “local characteristics” this time, and next time Choose “futuristic” or other virtual scenes, doesn’t this fundamentally solve the problem of repeat customers?

Therefore, the end of Wen Heyou is the Metaverse.

Of course, this brain hole is a bit big, and it is a bit difficult to realize, but it is undeniable that in the new era of increasingly fierce consumption, young people are really not nostalgic or loyal at all.

This bit of advice applies to Wenheyou as well as to all new consumer brands.

Posted by:CoinYuppie,Reprinted with attribution to:
Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.

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