When night falls, it is the time of prosperity. Xinzhou village, located in Shatou street, Futian District, Shenzhen, is sandwiched between urban business districts. The space is compact but orderly.
Xinzhou village covers an area of only 0.25 square kilometers, but it accommodates 60000 or 70000 people from all over the world. Like more than 1000 urban villages scattered in every corner of Shenzhen, it has attracted a large number of outsiders to live, work and start businesses based on the characteristics of low rent, dense population and diversified structure. The difference is that Xinzhou village has become an incubator for catering brands and product research and development with the help of the pulse of digital economy.
During the Spring Festival, Xinzhou village is still crowded. Hewei, co-founder of a take out catering chain, is busy in the store. "Don't underestimate this village. There are different needs for breakfast, lunch, dinner and supper. The dishes of all chain stores in our country are 'smelled' from here."
A few years ago, He Wei came to Shenzhen from Beijing to engage in catering industry. Today, the company has grown to a scale of more than 1000 employees and an annual turnover of billions of yuan.
Xinzhou village has 794 market entities engaged in the service industry, of which 80% of merchants are engaged in the catering industry like Hewei.
Li Chunlin, from Jiangmen rural area in Guangdong Province, traveled to many cities and worked in catering for 8 years. Finally, he found the right way in Xinzhou village. In August 2020, he rented a 39 square meter store in Xinzhou village, focusing on Chunjiang fried chicken rice, and constantly tried new business models.
However, there are many people in Xinzhou village, and there are many miscellaneous dishes in Xinzhou village. "Good food is afraid of deep alleys." Li Chunlin admitted that after launching the takeout platform, we can quickly capture consumers' taste needs and adjust the menu in time. Previously, he only made fried chicken rice and found that there were few customers and the price was low. Two months later, he decisively adjusted the product mix and added products such as Shanghai Nanji rice and dongyingong soup. At present, he makes about 7000 orders per month, the customer unit price has also been increased to about 25 yuan, and the monthly turnover is close to 200000 yuan.
In more than a year, Li Chunlin attracted four stores to join.
According to the data from meituan, by the end of 2021, the number of online merchants in Xinzhou village had reached 606; In only half a year, the number of takeout orders here reached 4.23 million, more than twice the average number of orders in Shenzhen business district.
"Many restaurants in Xinzhou village have special dish R & D teams. Some of the new dishes developed are suitable for lunch and dinner, and some are suitable for breakfast and supper. With various types of customers, they can be optimized quickly." "Rice ring" boss Wu wanzhang said.
"FanJie" is a small 24-hour shop, which uses digital, intelligent, refined operation and other management methods. At present, Siasun Robot&Automation Co.Ltd(300024) fried dishes can be served in 8 minutes, providing consumers with cost-effective fried dishes. The outer wall of the store has been specially transformed, and a three-dimensional and double-sided open dining rack is set up. The takeout brother can quickly pick up and deliver meals without entering the store.
In this city, Xinzhou village seems insignificant, but there are many dream seekers here to interpret their own entrepreneurship and employment stories. At present, there are 3970 people engaged in the service industry in Xinzhou village. From production to life, from getting rich to "happiness", Xinzhou village tells the story of the special zone in the new era in its own way.
