Click to read the original article for details Amid the recurring COVID-19 outbreaks in Beijing, Tiantang Supermarket Bar has become a new storm center. As of June 12, the cluster outbreak linked to Tiantang Supermarket Bar has reported a cumulative total of 166 infections, involving 14 districts and the Economic-Technological Development Area of Beijing. In official announcements, the large-scale cluster outbreak at Tiantang Supermarket Bar has been characterized as fierce, with prevention and control difficulty surpassing the Xinfadi wholesale market cluster outbreak two years ago and the previous wave. There is still a risk of spillover and spread, with over 10,000 close contacts (including simultaneous space personnel) and secondary close contacts identified. Suddenly, the name of Beijing Tiantang Supermarket Bar has become wildly popular. This place, with its mysterious and legendary aura, is neither a paradise nor a supermarket, but a unique bar. In fact, in Beijing's bar-going circle, Tiantang Supermarket Bar has long been famous and well-known. It's just that this time, as a pandemic amplifier, it has become known in an unexpected way, making even Beijingers who don't frequent bars aware of it. What is the appeal of Tiantang Supermarket Bar that makes a young man living in Hongluozhen Village, Huairou Town, Huairou District, on the far outskirts of Beijing, take a two-hour bus ride, traveling over 100 kilometers round trip, just to drink and dance at this Sanlitun location? According to epidemiological investigations, among the infected individuals affected by Tiantang Supermarket Bar, besides those in Chaoyang District where the bar is located, 13 of the remaining 15 districts and the Economic-Technological Development Area have reported cases, including remote districts like Huairou and Miyun. People under 30 account for over 85%. Visitors include catering workers, company employees, and a diverse range of occupations, even including a pilot flying between Beijing and Guangzhou. The Beer Mecca for Beijing's Grassroots A few years ago, when we did brand consulting for a craft beer company, we visited the first Beijing location of Tiantang Bar. The beer selection was dazzling, and the place was bustling with popularity. At that time, this Tiantang Supermarket Bar had already established its grassroots positioning: the beer mecca for all of Beijing's young commoners. The beer here is incredibly cheap, whether domestic or imported. Not to mention compared to other bars, it's even lower than wholesale prices at small shops. You can drink all night for an average of 100 yuan per person. The variety of beers is so extensive that even many foreigners admit they've never seen such a selection. Tiantang Supermarket's foundation is small profits but quick turnover. It's said the owners are a couple who started by selling boxed meals at Beijing Railway Station. Later, they spotted business opportunities in Sanlitun. In 2000, they opened their first small shop in the bungalow area of Xingfu Yicun, Sanlitun, a tiny storefront selling cigarettes and beer. Drinkers had nowhere to sit, so they'd squat on the curb to drink. Because prices were low, business quickly boomed. With many foreigners in Sanlitun, they gradually found ways to source various imported beers. In 2011, the couple decided to open a liquor convenience store in Sanlitun, initially named "Tiantang Convenience Store," and in September 2011, it was renamed "Tiantang Supermarket." Initially, the store only had about ten tables and chairs for customers who wanted to stay and drink imported liquor. A year later, they expanded and upgraded the store twice, moving to No. 14 Xindong Road, Sanlitun, expanding from 100 square meters to 700 square meters. As for why they can sell at such low prices, that's a business secret they can't disclose. It's a bit like today's popular food supermarkets: although there are many beers nearing expiration, because of their massive foot traffic, they sell out quickly. Many have tried to imitate Tiantang Supermarket, but with such a wide variety and such low prices, this is Tiantang Supermarket's core competitiveness that no one can replicate. Exclusive Channels Are Tiantang Supermarket Bar's Secret Recipe Because Tiantang Supermarket's products are cheap and comprehensive, not only are on-site sales booming, but many bar owners also come to Tiantang Supermarket to stock up. They operate both wholesale and retail, serving both B2B and B2C, getting the best of both worlds. On Gongti West Road in Sanlitun, where bars are numerous, compared to competitors, Tiantang Supermarket is a bargain, with an average per-person consumption of only about 100 yuan. It has earned a reputation for a wide variety of alcoholic beverages at affordable prices. Even other merchants come here to purchase goods and then sell them in their own stores, still making a profit. A former bar owner in Sanlitun once said that when he first opened his bar, he stocked up directly from Tiantang Supermarket for a long time. Buying here and marking up the price to sell still wasn't expensive. The same beer, three bottles here equal one bottle at bars in Houhai, Nanluoguxiang, and other places. Similarly, on Dianping, Tiantang Supermarket is widely recognized as economical and affordable. Self-Service and Social Attributes Tiantang Supermarket's feature is self-service. As its name suggests, it's a supermarket. Here, you don't have to pay for a booth first and then order drinks to be served. You can choose freely like in a supermarket, pay at the cashier, and then find a place to drink. This is highly attractive to young people with average spending power. Not only is it cheap, but you can also split the bill. Everyone picks their own drinks, pays separately, and enjoys together. No one has to be the one to foot the bill, so no one feels pressured. That's why the young man rides dozens of kilometers on his bike to come here. What tempts young people most about Tiantang Supermarket is its strong social aspect. Because seats are available to anyone who buys a bottle, you can sit with anyone you want to meet or chat with, as long as there's space. Young men and women who come here to drink are open-minded. They can drink together and also play dice games. At the same time, Tiantang Supermarket's international atmosphere has also attracted many artistic individuals. A Hong Kong writer once said, "In places like Tiantang Supermarket, in one night you'll meet all kinds of people—Africans, Japanese, Europeans, Russians, etc. They don't speak English with you; they all speak Mandarin. And the stories they tell are completely different from what you'd imagine about the West. So I made many friends there and got great inspiration and material." Unlike other bars that open after midnight, Tiantang Supermarket is open 24 hours. With extended operating hours, customer flow and table turnover naturally increase. At peak times, an average of over a thousand people flood in daily to let loose. The popularity of Tiantang Supermarket Bar made the founding couple winners in life, leaping from a roadside shop to chain operations. Before the pandemic incident, Tiantang Supermarket had six stores in Beijing, including the Gongti store (No. 6 Gongti West Road) and the flagship store (No. 13 Gongti North Road), which were involved in this outbreak. In addition, Tiantang Supermarket Bar has branches in Xi'an, Changchun, Yinchuan, and other places. In terms of business and capital layout, the couple owns a total of 10 companies. Besides bars, their business extends to trading and catering, with an estimated value close to 24 million yuan. Tiantang Supermarket's business model includes small profits with high volume, unique channels, integrated wholesale and retail, self-service, social attributes, and continuous high table turnover. A so-called business model must have sustained profitability. Tiantang Supermarket Bar's seemingly perfect business model, however, caused a major breach in epidemic prevention, with the outbreak spreading to 14 districts in Beijing and over 10,000 people under home quarantine. The barrel theory tells us that the amount of water a barrel can hold is not determined by the longest plank but by the shortest one. After the pandemic, will Beijing Tiantang Supermarket Bar be as popular as before? Where will you go to hang out? Source: Li Guangdou Observation (ID: lgdbrand) Author: Li Guangdou Good article! Must like, click 'watching', and share.