Taoyuan military village, known as "Breakfast Hermes", has recently been considered to be poorly managed because of the closure and rest of the store. Some media reported that single products, inflated prices, and poor store business may be the main reasons.
In response to this, on May 8, the relevant person in charge of Taoyuan Military Village told the Hongxing News reporter that the content of some reports was inaccurate, and Taoyuan Military Village did not receive interview emails or phone calls from news media. There are indeed four stores in Taoyuan Military Village that have ceased to open, but this is a normal business behavior. Other closed stores are undergoing store upgrades, and new image stores will focus on returning strongly in May and June.
According to reports, in order to break through the "Internet celebrity" label, Taoyuan military village is upgrading its brand from depth and breadth. On the one hand, a store cluster of flagship stores + standard stores + selected stores is created for different cities, business districts and people. Among them, selected stores focus on communities and the menu will be more cost-effective; on the other hand, it will create a full-category life platform by innovating menus, increasing consumer interaction, and creating and selling derivatives.
Taoyuan Military Village Menu
Many stores are closed, and Taoyuan Military Village wants to be "cold"? Operator: Some reports are inaccurate
Taoyuan military village mainly sells traditional breakfast products such as soy milk, fried dough sticks, rice balls, etc., and is positioned as high-quality light food , a fried dough stick is 8 yuan, and a cup of soy milk is 12 yuan, and the average customer price is between 30-40 yuan. Because the store was opened next to the LV, Taoyuan Military Village quickly became popular. When it first opened, it took two and a half hours to queue for a meal.
However, the good times did not last long. The time period brought by the benefits of Internet celebrities has passed, and now it is a waste of people. Recently, media reported that four stores in Taoyuan Military Village in Shanghai have been closed or suspended, namely Xintiandi Store, Nanfengcheng Store, Wujiaochang Store and Longhu Hongqiao Tianjie Store. In addition, the Taikoo Li store in Chengdu, the Wucaicheng store in Beijing, and the Chaoyang Joy City store were reportedly closed. In a short period of time, seven stores were exposed to be closed. For a time, the media criticized them, believing that the products in Taoyuan military village were single, the prices were inflated, the store business was not good, and the brand halo faded. Some brand research directly points out that high-priced areas, high-end decorations, and high-end ingredients, Taoyuan Junior Village has laid the root of closure from the day when its brand position is "high-end breakfast".
Ms. Du of Taoyuan Military Village Brand Department responded to the Red Star News reporter that some of the content of the relevant reports were inaccurate. The four stores, Shanghai Wujiaochang Store, Longhu Hongqiao Tianjie Store, Beijing’s Wucaicheng Store, and Chaoyang Joy City Store, have indeed been closed, but this is a normal business behavior. She admitted that the locations of these stores are "not suitable for Taoyuan Military Village." Other stores are being upgraded at the same time and will open in May and June one after another. This is the brand's established strategy. The company issued a statement on store upgrades in April, but it was not published on the official WeChat account, but on several catering media.
Taikoo Li store reinstalled and opened
Chengdu Taikoo Li store reinstalled and opened. The other two stores have business in a light
May 7, a reporter from Red Star News went to three Taoyuan military villages in Chengdu during breakfast, lunch and dinner hours, and each stayed for about an hour. These three stores are located in Youfang Shopping Center, China Resources Vientiane City and Ocean Taikoo Li. Youfang Store and Vientiane City Store are both located on the first floor of the shopping center. The shops are facing the street and have conspicuous signs inside and outside. The Taikoo Li Store lives next to many luxury brands.
From 9:30 to 10:30 in the morning, the Chengdu Youfang Store is not full. There are about 20 customers in the store. The deliverymen who are constantly in and out deliver the packaged breakfast to office workers near the Financial City. The reporter asked the clerk as a consumer, but the other party was not aware of the statement that some stores in Taoyuan Military Village closed. She denied the statement that business was not good, saying that the product was popular with white-collar workers around, especially breakfast and lunch were the peak period for takeaway.
From 12:30 to 2:00 noon, the smaller China Resources Vientiane City store quickly became deserted after a short peak of passenger flow, leaving only two customers leisurely sipping soy milk. The security guard of Vientiane City recalled that Taoyuan military village only became popular for a short time when it first opened, and since then it has been a state of such a peak in dining and no one else at other times. "There are more people on weekends, and the white-collar workers in the surrounding area come on weekdays. They only have one hour off, so the store is only popular for an hour.In addition, there are many restaurants around, and there are many choices for in-store or takeout. "
From 4:30 to 5:30 pm, the Taikoo Li store in Chengdu has been reinstalled and opened, and the store is crowded. The white-collar workers who have finished their day work are pancakes and small buns on the table, while tourists are resting here with a cup of soy milk, which is clearly distinguished. The clerk said that they are still in the trial business period, and the soft decoration and menu are still in the process of optimization, and will officially announce the upgrade of business on May 18. In the decoration, the military village theme illustrations and interesting text content have been used on a large scale; the new shepherd's purse series, such as Shanghai mustard greens, will be launched, and the beef noodle series will be launched; the cultural and creative derivative "Jian Ji" series retail display area has been added.
Wanxiangcheng store
diversified upgrade brand Trying to break the impression of "Internet celebrity"
Whether it is the interviewed consumers or the customer reviews on takeaway platforms, they are mainly concentrated in "expensive, good taste, few products, and takeaway soy milk always spilled out". Taoyuan military villages left the deepest impression on consumers are fried dough sticks that cost 8 yuan per piece and soy milk that costs 12 yuan per cup. The customer group is concentrated in the white-collar group aged 25-35. For many people, Taoyuan military village is still an internet celebrity store.
Ms. Du, the brand department of Taoyuan military village, told the Hongxing News reporter that becoming an internet celebrity was just an accident. Now it is the post-Internet celebrity era. Taoyuan military village is working hard to tear off the internet celebrity labels on it, upgrade the brand from depth and breadth, create a full-category life platform, and make Taoyuan military village a lifestyle.
Youfangdian's cold store
There are currently more than 40 stores. Taoyuan Junior Village no longer blindly opens stores and expands, but instead creates a store cluster of flagship stores + standard stores + selected stores for different cities, business districts and people. The upgraded three stores in Shanghai and Chengdu will be built into flagship stores, adding areas to sell cultural and creative derivative "Family Collection" series. In the parent-child interactive experience area, you can grind soy milk and make buns, and you will also display Chinese traditional culture to the outside world. Specially worthy of attention are selected stores , tend to meet the urgent needs of community residents, provide more streamlined menus and cost-effective products.
In addition, Taoyuan Military Village will also pilot a time-divided innovative menu in Shanghai Tiandi Store, and promote it nationwide based on consumer feedback. The goal is to create a full-time light food and seize the afternoon tea, dinner and late-night snack market. Taoyuan Military Village will also use membrane sealing machines in stores across the country to avoid the spilling of takeaway soy milk.
Red Star News reporter Wu Danruo
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