Nicholas Tse's "Fengwei" restaurant closed: high-end catering model loses the cold winter of the market
Recently, Nicholas Tse's high-end catering brand "Fengwei" was exposed to closing all offline stores, which attracted widespread attention. As one of the representatives of celebrity cross-border catering, the closing of "Fengwei" not only reflects the current dilemma of the high-end catering market, but also reflects changes in consumer behavior and economic environment. The following are hot topics and structured data analysis on this incident on the Internet in the past 10 days.
1. Event background and market reaction
Since its establishment in 2015, "Fengwei" restaurant has once become an internet celebrity check-in place with Nicholas Tse's star effect and high-end positioning. However, with the intensification of competition in the catering industry and the trend of consumption downgrading appears, its operating pressure gradually increases. According to public reports, as of February 2024, all offline stores have been closed and only online businesses are retained.
| Data indicators | Value |
|---|---|
| Number of "Fengwei" stores (peak period) | 8 companies |
| Per capita consumption | 300-500 yuan |
| Closed time | February 2024 |
| Discussions across the entire network (next 10 days) | 125,000 |
2. The industry dilemma of high-end catering
The closing of "Fengwei" is not an isolated case. Since 2023, many high-end catering brands have contracted or closed down. The following is a comparison of the operating conditions of some high-end catering brands in the past year:
| Brand Name | Celebrities/company | status quo | Reason for closing |
|---|---|---|---|
| "Shangwei" | Nicholas Tse | All closed stores | Decreased passenger flow and excessive cost |
| "Super Qian" | Xue Zhiqian | Store cuts by 50% | Fierce market competition |
| "Meng Fei's Small Noodle" | Meng Fei | Only 1 store left | Single category and low repurchase rate |
III. Analysis of changes in consumer behavior
According to third-party survey data, catering consumption will show the following trends in 2023:
| Consumer groups | Change of preferences | The degree of impact |
|---|---|---|
| Generation Z (18-30 years old) | Pursuing cost-effectiveness and social attributes | High-end catering customer flow drops by 35% |
| Middle-class families (30-45 years old) | Reduce non-essential high-end consumption | Per capita consumption fell by 28% |
4. Expert opinion: Where is the way out for celebrity catering?
Analysts in the catering industry pointed out that celebrity catering brands need to solve three core issues:
1.Insufficient product strength: Over-reliance on celebrity traffic and ignoring the development of dishes;
2.Cost control imbalance: High-end positioning leads to excessive proportion of rent and labor costs;
3.Single operation model: Lack of digital management and membership system.
Taking "Fengwei" as an example, the direct reasons for its closure include:
- In 2023, the passenger flow fell by 40% year-on-year;
- The average monthly cost of a single store exceeds 800,000 yuan;
- Online takeaway business accounts for less than 10%.
5. Future trend forecast
As the trend of consumer rationalization continues, the following changes may occur in the catering industry in 2024:
| Trend direction | Specific performance |
|---|---|
| Category Segment | Small and beautiful, single-category specialty stores are more popular |
| Digital upgrade | Popularization of AI ordering and supply chain management systems |
| Cross-border integration | Catering + retail, catering + entertainment models emerge |
The case of "Fengwei" once again proves that the star effect cannot replace the essence of business. In the cold winter market, only by returning to products and services can we win long-term development opportunities.
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