Changsha Evening News All-Media Reporter Liu Pan Fan Honghuan
On a summer night, it is really a beautiful thing to invite a few friends to a tavern for a drink. As izakayas and taverns have sprung up in Changsha, many young people say goodbye to food stalls and choose to start their nightlife here. In the past few days, reporters have visited and learned that more and more taverns with unique characteristics and flavors have opened their doors and are favored by many young diners.
Phenomenon Unique flavor favored by young diners
The moment the door curtain of 's south entrance "Little Jiang's" Izakaya is opened, the full "late night dining hall" scene comes to the face, and the whole space is filled with a strong exotic style. In the store, plum wine and roasted birds are the main characters, but the food choices are not limited to these. There are many kinds of salads, sushi, fried food, boiled food, sashimi, soup, desserts, staple food, etc.
"Since we are a late-night restaurant, we are usually open until two or three in the morning. Now we can turn over more than 20 tables a day, and at most more than 30 tables." The owner told reporters that now most of the customers are repeat customers.
26-year-old Zhang Yan has checked in to the store four or five times this summer. Good environment, quiet, relaxing... these are the words Zhang Yan mentions most, and they are also the biggest feelings that the izakaya gives her. "I haven't seen a few friends for a while, so I came out today to catch up with old times. It's not as noisy as a food stall, but it's a good place to chat, so I chose to come here."
In the izakaya, there is a grill in the middle of the bar, and you can sit down You can watch the chef grilling the roasted bird at any time at the bar. "In fact, the food culture brought by izakayas not only brings freshness to the taste, but also brings extremely exotic decorative elements." The owner said, in fact, it is this kind of immersion The exotic experience of this place has a special liking for some young people.
Features: Popular due to niche literature and art
Different from traditional bars, taverns with young people as the main target group have weak drink consumption capacity, mainly low-alcohol alcohol, and pay more attention to the social atmosphere and party environment of drinking.
is defined as a tavern, and wine is inevitable. The reporter noticed that some of the taverns opened in Changsha specialize in Internet celebrity peach blossom wine; some launch their own various flavored wines, and you need to drink a set to be complete; and some mainly sell fruit wine and choose to be close to female consumption. or taste.
Chaozong Street 's "JUNGLE·Secret Land" bistro focuses on the unique atmosphere of the sunset beach. The reporter saw that the store was decorated with wooden tables and chairs and warm colors, and selected artistic statues and carvings with Southeast Asian style as decorations, focusing on environmental design and atmosphere creation. So even though the location isn't the best and the store isn't big, it was packed.
is different from traditional bars. It is filled with lazy sofas, and the setting is very suitable for taking pictures. The "high production rate" also brings natural social attributes to it. "The environment is good, lively but not chaotic. Compared with traditional bars, it is more suitable for gathering with friends and playing games. The drinks are not only affordable but also have low alcohol content. It is a good choice for people who do not have high requirements for the quality of wine." In the store said Wang Linxi, a consumer born in the 2000s. The reporter noticed that the average price per customer of the wine sold in the tavern is about 100 yuan. With its good taste and cost-effectiveness, it has attracted many fans.
Diversity lights up the new "night" state of consumption
"As customers get younger and younger, Changsha bistros will become younger and more diversified in the future." Zou, who has been running a bistro in Majia Lane, Taiping Street for eight years Mr. Wang said that unlike other catering businesses, bistros have gradually become late-night canteens where urban people hold ordinary and unforgettable stories and "let out" their true side.
Compared with the traditional discomfort of drinking and drinking, more and more young people have regarded "drinking for pleasure" as a daily leisure activity. In addition to light bars, it has even expanded to new scenes such as outdoors and camping sites.Data from the "2021-2022 China Bistro Industry Development and Benchmarking Case Study Report" show that the youth group is the more active main body of night economy consumption, and the number of young people who choose to go to taverns at night has reached 23.5%. The main reason is that taverns The pub format provides a third social space for young people, which is in line with their nighttime consumption habits.
It is worth mentioning that many big-name restaurant companies are now also entering the bistro business. For example, and Fu Lo Noodles launched the sub-brand "Xiao Mian Xiaojiu"; Naixue Bistro launched a new brand Bla Bal Ba; and Haidilao also tested the "hot pot + bistro" model, with meals + wine. The business format provides a new business model for catering operators. The "2021 China Bistro Industry Development Research Report" shows that the size of China's bistro market will be 74.34 billion yuan in 2020 and is expected to reach 137.28 billion yuan by 2025.
Journalist’s Notes
The continuous emergence of bistros reflects the continuous diversified development of Changsha’s catering industry. Today, the consumption demands and behaviors of the new generation of young consumers are undergoing tremendous changes. They pursue quality, are willing to try new things, and are willing to pay for creativity. They believe that only brands that can play are worthy of having an "interesting" soul. Therefore, starting from Jiefang West Road, Changsha's long-established bar cultural district, and extending all the way to Chaozong Street and Meixi Lake bistros, their innovation in catering formats not only refreshes the sense of surprise step by step, but also creates a "young The image of "culture" is also trying to maximize the bonding with young consumer groups.
As night falls and the fireworks rise, you might as well gather your friends and go to a street tavern to sit for a while and taste the "new" taste.
