Last week, the brand ordered takeaway from Taoyuan military village. A simple rice ball plus a bowl of ordinary tofu, I asked me for 30+ yuan. If there were no platform red envelopes, the brand would be unable to bear to click the "Pay" button.
Recently, this store, which has a large-scale store price and has become an internet celebrity as soon as it was born, ushering in the fate of a large-scale store closure.
1
From becoming popular to falling out
In order to ensure brand power, Taoyuan military village did not open a large-scale store. Even at the peak of the brand, there were only more than 40 stores.
Today, there are only 22 stores in Taoyuan Military Village nationwide, and they have been cut in half. Its stores in many cities such as Chongqing, Wuhan, Nanjing, and Hefei have been closed one after another in the past six months.
A hot marketing article "He opened a sesame cake and fried dough stick shop next to LV, which became popular in Shanghai. Internet celebrities are willing to queue up for two hours to eat" has become the key to becoming an Internet celebrity store in Taoyuan military village.
At the peak of Taoyuan Military Village, you can always see this shop selling sesame cakes and fried dough sticks, with a long queue.
Exquisite storefronts, exquisite dishes, exquisite food, and even just being "neighbors" with big brands. These are the reasons for the high premiums in Taoyuan military villages.
Taoyuan Junli Village’s stores in Chengdu, one is in Taikoo Li, and the other is in the Financial City, both of which are in the area with storefronts and prices. The unique location selection and pricing subvert consumers' concept of breakfast. They gave up the breakfast stall downstairs of the company and also went to Taoyuan military village to eat a 9 yuan fried dough stick.
And how down and out were the Taoyuan military villages? Some netizens went to a shopping mall in Shanghai and found that the occupancy rate of the store was less than 10%, and there was not even a delivery guy.
2
collapsed internet celebrity effect
There is no reason why Taoyuan military villages are gradually closing stores.
From the early days of its creation, the main selling points of Taoyuan military village were fried dough sticks, sesame cakes and rice balls. At the beginning, the differentiation of expensive breakfasts really worked. But it has been almost 6 years since the brand has not noticed that they have produced any popular products. Even if it is a new product, it is also a product that some other breakfast shops have.
You should know that it is easy to become an internet celebrity, but how to operate it in the later stage and continuous new product output is very necessary.
Internet celebrity stores such as Heytea. Even if their brand power is very high, there is no need to worry about customer sources wherever they are opened, and they are continuing to develop new products of the season.
Taoyuan Military Village is a brand that needs to rely on products to empower and attract consumers. It is a taboo to have no new hits in so many years.
When consumers are no longer curious about the brand, their attention will weaken and they will no longer actively spread it to the brand.
In addition, Taoyuan Junmen Village not only does not release new models, but their classic models are also regressing.
Brand Junchu felt very amazing when he first ate the meat and dry rice balls in Taoyuan Military Village. This is also the reason why the starting brand Jun would rather spend 30 yuan to order Taoyuan Military Village. However, shrinking fillings, changed side dishes, etc. make this rice ball no longer stand out. Brand Jun found on the review website that some netizens said that the meals they ordered in the store were even served on the table even when they were cold.
Product innovation, no; product quality has deteriorated... Over time, the competitiveness of Taoyuan military villages will naturally become weaker and weaker. The "Internet celebrity effect" that was once established collapsed.
3
Internet celebrity stores should not repeat the same mistakes
I looked at the case of Taoyuan military village, reminding the brand Jun of Huang Taiji, Diaoye Beef Brisket, etc. back then, they were all expensive and gimmick Internet celebrity stores. They kept opening stores and then closed.
In this Internet era, it is too easy to become popular by marketing.
Find a few more experts on Xiaohongshu, Weibo, Douyin and Dianping to publish them, and you can become an Internet celebrity store to achieve harvest. But the momentary popularity does not mean anything. How to deal with high traffic is what everyone should think about.
Most Internet celebrity stores have gimmicks that are greater than reality. The brand does not realize that only products can convert temporary traffic into long-term customers.
Taoyuan military village is not the first internet celebrity store to fall, nor is it the last one.
If other brands do not want to repeat the same mistakes, they must start from brand strength, product strength, and organizational strength to keep up with the pace of the times, rather than relying on gimmicks and marketing to survive.
