claimed that it would take 3 hours to buy the internet celebrity night buns that were sold for 1,000 yuan in a row, and have finally opened in Beijing recently.
Baozhuanye buns opened in Chengdu in mid-2021. Some people queued up at 2 o'clock in the middle of the night and didn't grab the buns until they closed. The Magic City store was scolded for 3 hours and became a hot search. Even Ouyang Nana could not escape the temptation of late-night hotpot-flavored buns.
The female boss of the Shenzhen Night Bun Store opened Paramela to work (photo source @风)
A Chengdu girl working in Beijing Ranran expressed her miss the taste of her hometown and went to Sanlitun Mun store with me to taste it.
The result is as many people share: the queue is getting hot, the taste is ordinary, the only gain is to post a 9-picture circle of friends with yellow and blue neon lights, and the fashionable character is established with kpi +1.
So, how long can such night buns be popular?
Why did night buns become the king of queues?
At around 10 pm on Wednesday, Ranran and I came to Sanlitun. On a cold night of minus five degrees, several fashionable young men in thin clothes passed by us in anger, and there were the takeaway guys who were rushing to go.
Sanlitun at night was slightly depressed. Except for the bar street, almost all other shops were closed, and only night buns were still open.
Blu-rayed light sign, paired with yellow and white fonts, the color tones in the store are also mainly blue and white, full of strong national trend style, and it is very good to take photos.
Many internet celebrity bloggers came to check in, not for the buns, but for this blue and white.
We trembled into the night bun shop, and a scent of the bun mixed with the buzzing sound of talking came to our face. There are fashionable hot girls in the team who saw the recommendation in a certain voice and came to see it. At this moment, holding up their mobile phones, changing angles to take a photo with the buns and the store.
The store is less than 10 square meters, and the store is cleaned very clean, not as greasy as an ordinary bun shop. The ten-square-meter store is crowded with people, and it is difficult to turn around.
We asked the clerk how long it would take to wait, and she said at least 2 hours, and the people who were queuing in the waiting area could only worry.
An aunt from Beijing who came to join in the fun pushed the door and sighed, "What kind of bun is this? It's harder to arrange than the Forbidden City?" She turned around and left.
The kitchen is the most spacious place in the store. Four or five aunts are surrounding the operating table, rolling the dough, wrapping and steaming the buns without any haste.
There are several fashionable young people in the team, more of them are "scalpers" wearing gray and black down jackets. When you pass by, you will lower your voice and ask: "Girl, do you want buns?"
Scalpers holding a stack of orders mentioned that half of the orders for night buns are sent to nightclubs and bars.
Late at night, young people who were running out of energy in the dance floor of the nightclub overnight, and those who were drunk and exhausted in the tavern after getting off the evening shift urgently needed high carbohydrates.
Carbohydrate can bring the most primitive satisfaction and return to the soul.
So when it comes to site selection, night buns will give priority to opening stores in an area with the richest nightlife in a city, such as Jiuyan Bridge, and South Road, Shanghai's Internet celebrity-intensive area. Facts have proved that it is easier to get out of popularity when opening in Internet celebrity locations.
From Chengdu, the birthplace of the country, it became popular in Shanghai, the "city of Internet celebrity incubation", and then headed north to Beijing. In just over 6 months, Ye Baozi quickly opened nearly 100 stores across the country.
In addition to first- and second-tier cities such as Chengdu, Shanghai and Beijing, night buns have also been opened to third- and fourth-tier cities.
Many parents in third- and fourth-tier cities will go to the night bun store to place an order after get off work, so that they can take the night bun home after school and serve dinner or breakfast.
But for dinner, night buns are small and expensive, have low cost performance and average taste, and are not as good as fresh meat buns that can be eaten in a basket of 5 yuan downstairs.
Source @Meet Zhangjiagang
Night buns became famous in Shanghai. At its peak, they could only get the buns for 3 hours before they could get the buns. They can be called "Hermes among the buns"; they are in trouble and don't need to distribute goods yet.
The passing Shanghai aunt sighed, "This night bag is longer than the LV bag line."
There are also many urban legends among the people who drive luxury cars to buy night buns and grandma queue up for two hours to buy breakfast for grandson, which enriches the "package" of night buns.
Northeastern brother drove in his pajamas in the middle of the night to queue up to buy night buns
Night buns are original price 15 yuan, the purchase price is 50 yuan, and the three-cage buns are to be handed over to the scalpers for 150 yuan.
It is said that in Shanghai, scalpers will price according to the car. It costs 185 yuan for those who drive Audi, and those who drive Rolls-Royce Phantom have to double to 1,000 yuan. Scalpers are obviously robbing money, and the owner is willing to accompany them.
What is certain is that the female stars are fighting with us. Ouyang Nana said during the event in Shanghai that she wanted to eat night buns, but she failed to do so.
Such a kind of regret of female celebrities is captured and amplified by self-media. Many short videos on a certain voice are labeled as "It is hard to get a pack of female celebrities" and "Ouyang Nana is eating", which has attracted more people to check in.
How long will night buns last?
We bought a bag of buns from the scalper with tears in a huge amount of money. A cage of 6 mini buns were covered with meat filling, and the wool red oil soaked in the dough was as attractive as the bloggers' sketches.
The real thing is really attractive
Ranran first took a bite of hot pot flavored buns and sang Sichuan singer GAI's "I'm eating hot pot, you eat hot pot base", which confirms that art comes from life;
commented on the other two "light piaapia", which is nothing special, and they are all fat, so it's better to eat hot pot base.
The greasy and salty taste obviously does not meet the taste of Shanghai people. Many local Shanghai netizens directly commented on "dirty" after trying it.
Nanjing netizens said that after eating night buns, they will think of the good things about Jinling big meat buns again. They cost 6 yuan each, which is big meat, so you can feel full and feel at ease.
Scalper also told us that he has never turned repeat customers.
According to @小官网, taste problems reduce the repurchase rate of night buns; a simple product structure cannot build enough attractiveness.
After all, it is open all over the country, with only four signature flavors: spicy, hot pot flavor, mushroom sauce meat, and pepper chicken. It is an attempt to eat it all over the world with one move. The categories are not rich enough, the taste is average, and it is not as good as fireworks.
Search for the keyword "night bun", and you will also find that there are many other brands of night buns, which have low thresholds and easy replication, which bring about homogeneity problems.
The reason why night buns are hard to buy is not entirely because there are many people queuing up to buy them.
Night buns focus on steaming packages and slow production, which gives you a basis for queuing. The chaos in the store management model will extend the waiting time again.
When the Sanlitun Mun store first opened, it was all out of the door.
For example, calling the number depends on manual yelling. After packaging it, it was found that it was not cooked and it was necessary to get it back. If you put the wrong bun, you asked the customers who had been waiting for two hours to go to the end of the line to queue again.
night bun store stipulates that each person can purchase 3 copies per order. But a scalper wearing a B&C fluorescent green mask told us that he still has 12 orders in his hand, each order of 3 cages of buns, and a total of 36 cages of buns.
We asked, how can scalpers buy 4 times the quantity of ordinary people without being moral?
The guy with green mask was calm. He told me that buying more than ten orders per scalper at a time is considered to be a sales increase for the store. The clerk not only did not stop him, but was also happy to chat with them.
The clerk and we are like in two worlds, anxious and leisurely.
In just over half a year, Internet celebrity night buns have experienced from glory to gradually being backwards by traffic.
Nowadays, there are more night buns on a certain red book than grass planting notes. The ratings of night buns on a certain review are all around Samsung, and Night buns are no longer queued in stores in Chengdu and Shanghai.
Night buns were targeting the city's late-night snack market at the beginning, but the late-night snack market seemed to be unable to accommodate night buns.
"If breakfast is the conscience of a city, then midnight snack is the soul of a city." Xiao Kuan, founder of Yidagua Food New Media, said this.
During the day, every city looks the same. In the garland of the Shishi Forest, workers are typing the same keyboard.
When it comes to night, every city has its own temper, and those who sell midnight snacks have thought through the psychology of customers who eat midnight snacks.
Many young people in cities are "carbohydrate monsters at night": they are hungry during the day and eat less carbohydrate, less oil, less salt, low calories and low fat, and have worked hard for a day; then at night, they really live in Bengbu and started eating carbohydrate wildly.
Is it you?
Most of the people who dominate the midnight snack world are carbohydrate-explosive, spicy and fresh foods, which gives night buns a chance to appear.
However, as a midnight snack, the night buns are single, queued for a long time, and scalpers are entrenched, which is unqualified.
Noisy, noisy, lively and joyful, wearing pajamas and dragging the board, you can eat easily and casually, gathering all kinds of people and diverse emotions is the most essential thing for midnight snacks in your heart.
At the night snack stall, you can have a group of people chewing squids, or you can drink and cry alone in the corner. If you accidentally see it, you push the pot on the boss: "I said I should put less chili peppers, which is too spicy."
After 10 o'clock in the evening, many small restaurants, food stalls or mobile stalls in many cities have begun to play late snack signs.
Source @Chengdu Hot News
A friend from Chengdu said that Chengdu people have to drink night beer on a stuffy summer night. They gathered together a table of friends and ordered a piece of ice beer. They all wore flip flops and big shorts, and joked unscrupulously.
Dinner has been completely digested, the beer is cold and cold, and it is really good to have a little carb cushion in your stomach.
There are many night snack stalls on the streets and alleys, a three-wheeled gas tank, a wide variety, three-wheeled snails, mother's hoof flowers, fat intestine noodles, and cold-eating cups compete for beauty. You can get the fragrance when passing by, and the curling smoke from cooking stirs the night sky.
The first place in Chengdu’s “ghost diet”, a legendary old store for more than ten years, Sange snail
A large group of people were happy and could shout, “Boss, there are 10 skewers for each kind of meat!” All the dishes can be served in less than a few minutes.
But the night buns are queued for a long time, and the daylily is cold when you get it; there are only a few kinds of stuffing, which can't provide real satisfaction except for a little health illusion.
There are not many people queuing up in the Shanghai Night Bun Store.
From queueing to occasional customers, night buns fell out of favor in Shanghai
The old Shanghai people prefer wontons and fried raw, and each can easily defeat greasy night buns;
. The bustle queue was over at night. Most young people in Shanghai were gentle and gentle when they had midnight snacks. They were so dirty, messy, and happy, and had no choice but to do nothing. They didn’t beat shirtless or shout loudly.
. After trying it out, fashionable people prefer Hong Kong-style side stoves with 1,000+ per person per person. Or they would go into a Japanese restaurant with a roasted bird lantern and drink a few drinks. After all, enjoying the nightlife of a petty bourgeois deserves the hard work during the day.
Most young people in Beijing who work in CBD and live outside the Fifth Ring Road are tired and eager to get physical and mental comfort. The midnight snack can just cover your little emotions on a fragile night.
If you can't rush to Guijie, the storefront of Beijing midnight snack, eat maxiao and the front door for braised cooking, then it's best to wrap your down jacket tightly and walk into the wooden house at the entrance of the community to barbecue. After 10 skewers of meat tendons, a skewer of big waist, half a bottle of beer, you can continue your liver the next day.
Sanlitun is too far away, not a place for late-night snacks that workers often go to; in addition, night buns are obviously not in line with the taste of old Beijing.
The scalper mentioned that once a queue of night buns, he met a Beijing aunt. The night bun shop clerk immediately asked her to line up to the front according to the principle of respecting the elderly and loving the young. As a result, the aunt said, "This is better than the four buns you are from, and turned around and left."
Ranran and I left Sanlitun Night Bun Store, and missed the "night snack CBD" in college.
Under the dim street lights, there are countless fried rice, pho, grilled skewers, and stinky tofu, which smells of oil and smelly smell in various pots, and they are full for about 10 yuan; the owner of the fruit stall has a house and a car in Beijing, and the stall is because of idleness.
The most popular Little Red Riding Hood grilled cold noodles always line up. I have met the clever Professor Xieding from the sci-study class here, and Ranran always peeks at the boys he has crushed in front of him.
Finally, we walked back to the dormitory with our midnight snack together. The troubles of the whole day disappeared, and our tomorrow was full of hope.
