Spend 300,000 yuan to open Gansu Mala Tang and close it for 18 days. Boss： The mood is complicated.

Chasing hot spots in online celebrity, I spent 20,000 yuan to study in Gansu and invested 200,000 to 300,000 yuan to open a shop. After only 18 days of opening, it closed … Recently, a "Gansu Mala Tang" shop closed and detonated Weibo, ranking first in hot search.

Recently, Tianshui Mala Tang in Gansu has spread all over the country. Many people want to eat their fill, but they can’t just leave. As a result, "Tianshui Mala Tang in Gansu" has blossomed everywhere, allowing foodies to solve their problems at home.

As the hottest food in the country in 2024, after the first Gansu Mala Tang store in Jinan on March 8, in just one month, more than 50 stores opened their doors to accept customers.

However, the wind of traffic has not finished yet, and existing stores in Jinan have begun to announce the closure. From the long queue to the closing of the store, Gansu Mala Tang stayed in Jinan for only 34 days.

The store that invested 200,000 to 300,000 yuan closed in 18 days.

Boss: online celebrity products won’t last long.

On April 12, a mala Tang restaurant with the ID of "Liu Shanjie Gansu Mala Tang" on the social platform announced its official closure. The boss mentioned in the video, "It turns out that online celebrity’s products can’t last long and can’t stand the test of the market. At the beginning, there were a lot of people, and no one came to eat later."

As can be seen from the video of this account, the decoration master has removed the brand of "Gansu Mala Tang", but the decoration in the store is still brand-new, and there are still a lot of hand-rolled powder materials left.

On April 15, the reporter contacted the owner of the store, Liu, and the other party said that he was closing the store and his mood was very complicated. "There are very few repeat customers in this store. One of our analysis is the problem of site selection, and then the management mode needs to be improved. It took just one month from planning to make Gansu Mala Tang to closing the store, and I invested about 200,000 to 300,000 yuan. At that time, I went to Gansu specially and spent 20,000 yuan to learn the craft."

When the reporter asked if he had considered sticking to it, Boss Liu said, "There are seven or eight staff members in the store, and the labor cost is very high. I don’t plan to make mala Tang in the future."

The picture comes from the Internet.

According to the content of the video account of "Liu Shanjie Gansu Mala Tang", the update date of the first video was March 19th, and the official opening time of the store was March 26th. In the first hot comment of the first video, some netizens predicted that the store would be transferred three months later, but I didn’t expect to announce the closure after only 18 days of opening.

What are the operating conditions of other stores in Jinan? On April 15th, the reporter contacted Mr. Huang, the owner of a Gansu Mala Tang in Jinan. Mr. Huang said that the current performance in the store has dropped by one-third compared with before, and he is considering closing the store.

According to industry insiders, the heat of Gansu Mala Tang has passed. At present, there should be no Gansu Mala Tang shop in Jinan, and seven or eight stores have been closed since the beginning of April.

Many people in the industry believe that any online celebrity and hot spots can’t escape the three-month traffic curse, especially the projects on the tuyere such as Zibo barbecue and Gansu mala Tang. We should start quickly, and we should not waste too much energy on site selection and decoration. We should not only analyze the market well, but also make good preparations that may not last long.

In the entrepreneurial tide caused by the explosion of Gansu Mala Tang, Gansu Mala Tang restaurants have sprung up in many cities across the country. The reporter found on the open platform that there are as many as 1,800 newly registered Mala Tang restaurants in Gansu.

The fiery wind of Gansu Mala Tang has not been blown away. Since the end of March, the wind of closing the Mala Tang restaurant in Gansu has been blown away all over the country.

On March 27th, the Gansu Mala Tang restaurant with the owner in Qingdao was closed only one day after its opening. A few days later, the Qingdao boy went to Gansu to learn the production technology of mala Tang at his own expense, and closed down in just 48 hours. On the social platform, Guilin, Tongling, Shenyang, Hohhot, Suqian and other cities have successively released videos of store closures. Among them, shops that have not been open for a full moon abound.

Since March, the search volume of "Gansu Mala Tang" has increased by more than 43 times on the take-away platform in Shanghai.

However, the search results are surprising. On the social platform, there are at least 20 accounts claiming to be raising the first store of Gansu Mala Tang in Shanghai. However, the store has not yet opened, and the fan base has been built first. The maximum number of group chats is 500. As the number of people is full, 2 groups and 3 groups continue to appear. However, the number of people in the group has been changing. Some people can’t wait to start business, their patience is exhausted, and they quit the group. They also left a few words, "None of the’ 800′ platforms want to open stores, but they are all traffic."

The bonus of Gansu Mala Tang may be fleeting, and all entrepreneurs know this truth. However, opening a store is not something that can be completed overnight. There are many links such as finding a store, administrative examination and approval, fire inspection, and purchasing raw materials. When the store opens, the heat of Gansu Mala Tang drops. What should I do? It is indeed a way to store customers online in advance.

If the scope is extended to the Yangtze River Delta, the number of stores in Malatang, Gansu Province is still pitiful. The reporter found that there is one store in Nanjing, Changzhou, Suzhou and Hangzhou that has been opened and operated stably.

In addition, in Hebei, Tianjin and other places, there are also "Gansu Lishui Mala Tang" merchants with a word difference. Some consumers said that they were almost mistaken, and some netizens expressed doubts: "Is this a cottage?"

"Gansu Lishui Mala Tang" signboard, pictured from the screenshot of the network

On April 12, the market supervision department of the jurisdiction where one of the stores is located said that it is not illegal for merchants to use this name, but if consumers feel easily misled, the staff will come to persuade the merchants to make changes.

Source: national business daily Comprehensive Jinan Times, Qilu Yidian, Shangguan News, Jimu News, etc.

Original title: "Hot search burst! Spend 300,000 yuan to open Gansu Mala Tang and close it for 18 days! Boss: Complex mood, online celebrity products won’t last long.

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