Originality Internet Celebrity Tavern

Answer 1

The following is some information about the creative internet celebrity tavern:

** 1. The embodiment of creative elements in the tavern **

1. ** Unique decoration style **
- For example, Xiaoshan's Cliff rooftop tavern had a retro American style. The entire building, including the rooftop, had three floors, and every corner was decorated with style. This unique decoration provided customers with a small and outstanding photo scene. Whether it was a meal during the day or a drink at night, it was very lively.
2. ** New dishes and drinks **
- For example, Youji Mountain Tavern specialized in Yunguichuan charcoal fire and fermented dishes, which was a fusion of local cuisines and table wine. There were also some taverns that had unique cocktails from the shape to the name. For example, there were cocktails called "Mu Guiying" and "Ice Conch"(in a tea bowl or a transparent conch glass). The hamburger was filled with 150 grams of Australian beef pan-fried patty and Dutch cheese. These unique dishes and drinks attracted customers to experience them.
3. ** Unique business model **
- For example, Chayan Yuese's "Day and Night Poem Tea·Art and Culture Bistro" combined the bistro with Chayan Yuese's own cultural characteristics. It attracted a lot of attention and reservations before it was open for business, and was expected to become Changsha's next online celebrity.

** 2. The challenges faced by the tavern **

1. ** Difficulties in business **
- Although the tavern seemed to be an attractive track with many creative elements, it was not easy to operate. For example, although the Yoshiyama Tavern had high hopes when it opened and became popular on the Internet shortly after its trial operation, it closed after nine months. It faced problems such as poor business, few customers, and dishes being taken off the shelves. In the end, it could only suspend its business and transform, and it would not open again in the near future.
- Although Heiluns turned a profit in 2023, it had previously lost 1.6 billion yuan and closed 288 stores. The small noodle and small wine shop of Hafu Raoman had closed 14 stores in five months. It was obvious that there were many challenges in the operation of the tavern.
2. ** In terms of competitive pressure **
- With the upgrading of consumption and the promotion of capital, the competition in the tavern market was fierce. Since the influx of top food and beverage brands a few years ago, it was not easy to do business in a simple tavern. Many brands operated the tavern as a new business model or directly exited the business. New entrants also faced the pressure of how to stand out among the many taverns.

** 3. Price and marketing creativity **

1. ** Price Strategy **
- Some taverns had very creative pricing strategies to attract customers. For example, a tavern in Beijing, Shanghai and Guangzhou had a single set meal of 39.9 yuan for coke and four snacks, 49.9 yuan for unlimited beer (raw) and four snacks, and 9.9 yuan for a cocktail set meal. Xianghe's Time Corridor Bar had a "slightly tipsy" set meal of only 38.8 yuan with a retail price of 168 yuan. These price strategies were suitable for different consumer groups, such as students and office workers with low monthly income.
2. ** Marketing creativity **
- Use online marketing to spread photos of the store, drinks, and surrounding cards through online platforms before or during the opening of the store. The news that the tavern was closed spread all over the internet, attracting people to make reservations. Some taverns relied on their unique environment, dishes, drinks, etc. to attract customers to take photos and share them on social platforms to achieve their marketing goals.
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