Every reporter: Bi Yuanyuan Song Meilu Every editor: Wen Duo "Love in BC", written by Fang Wenshan and composed by Jay Chou, is one of Jay Chou's representative songs. On July 12, a coffee shop named "Love in B.C." reopened in Sanlitun, Beijing a few days after closing. Whether i

Every reporter: Bi Yuanyuan Song Meilu Every editor: Wen Duo

"Love in BC", written by Fang Wenshan and composed by Jay Chou, is one of Jay Chou's representative songs.

The piano that appeared in the music video of "mine mine" Picture source: Photo by Bi Yuanyuan, a reporter from Every Journal

On the first day of opening the store, a reporter from "Daily Economic News" also drove to visit. "Love in BC" is located in the #024 small white building in the core area of ​​Sanlitun, Beijing. In the early days of its opening, this small white building attracted brands endorsed by Wang Yuan to settle in and curated by Ouyang Nana. Last year, it also introduced brands closely related to Huang Jue Kaizhen Restaurant. Nowadays, the brand jendes founded by Kun Ling and the cafe related to Jay Chou have joined, making this #024 small white building a gathering place for celebrities to open stores.

What is the origin of #024 Xiaobailou, which brings together many celebrity IPs? Why is it favored by celebrities? What is the cooperation model?

"Love in BC" coffee shop is reminiscent of Jay Chou

"Jay Chou Coffee Shop" appeared in Taikoo Li Sanlitun. In less than two hours after opening, at least dozens of orders have been sold. Perhaps because it has just opened, "Love in BC" is slightly understaffed. Many fans stood in front of the sign to check in and take photos. There is a white piano placed in the middle of the store. This is a baroque-style grand piano co-designed for Jay Chou and Nanquan Mama's Yuhao. It also appeared in the MV of Jay Chou's song "Mine Mine". People familiar with the matter revealed that the piano was lent to the store by Jay Chou.

At present, if consumers want to find "Love in BC", they need to enter the Guizhou restaurant "Kaizhen Restaurant", go to the third floor by the elevator, and then pass by jendes, a clothing pop-up store founded by Kunling.

Picture source: Photo by Bi Yuanyuan, a reporter from the Daily News

The "Love in BC" store sells American, latte, cappuccino and other coffee products, as well as cocktails and a variety of baked products. Among them, the price of coffee and mojito ranges from 18 to 48 yuan, and the price of desserts ranges from 16 to 32 yuan. The song "Love in BC" is Jay Chou's classic, and the bakery products in the store are also named after the song "Love in BC".

Although the store did not clarify its relationship with Jay Chou, whether it was the previous visits by Jay Chou, Liu Genghong and others, or Jay Chou's piano in the store and the name "Love in B.C.", everyone can't help but make the connection between the store and Jay Chou. Jay Chou connection.

However, the reporter learned from multiple sources that the store has no direct connection with Jay Chou himself, and Jay Chou did not participate in the investment and operation of the store. Instead, Superstar Legend (hk06683, HK$10.74, market value HK$8.95 billion), who has a close relationship with Jay Chou, invested in #024 Xiaobailou where "Love in BC" is located.

In addition, the staff of "Love in BC" told the reporter of "Daily Economic News": This store is owned by Jay Chou's mother.

Mysterious #024 Xiaobailou celebrities gathered together

The reporter observed that during the opening period of "Love in BC", people wearing jendes work clothes or staff from Kaizhen Restaurant walked around in the back kitchen of the cafe from time to time. According to multiple staff members, the staff in this building are all connected to each other, and the boss can also be said to be the investor of the building. The bartender of "Love in BC" also said that he is the bartender of the entire building, and the operation is also the operation of the entire building. In addition, the building also has a dedicated public relations department.

Public information shows that #024 Xiaobai Building was completed in September 2021 and has been related to celebrities since its establishment. The first self-owned project launched here is the jar bread brand, with Wang Yuan as the spokesperson.Ouyang Nana also initiated and curated the "221042 live today cross-border art exhibition" here, turning this 6-story (including rooftop floor) building into a "limited-time hotel" and also created a "one more day Wan Mao Xiao Guan Restaurant”. These factors made this place once a popular check-in place.

Sky Eye Check shows that Aizai BC (Beijing) Catering Management Co., Ltd. (hereinafter referred to as "Ai Zai BC Catering") was established in 2024. As the sole shareholder of "Love in BC Catering", Beijing Ling24 Business Management Co., Ltd. (hereinafter referred to as Ling24 Business), its manager is He Yanjun.

Ling24 Commerce’s shareholders include Jushi Cultural and Creative (Kunshan) Investment Co., Ltd. (hereinafter referred to as Jushi Cultural and Creative) and Beijing Ling24 Department Store Co., Ltd. (hereinafter referred to as Ling24 Department Store), which indirectly hold 75% of the shares respectively. and 25%.

Picture source: Tianyancha screenshot

Ling Ersi Department Store is the operating company of #024 Xiaobailou, and the manager of this company is also a person named "He Yanjun". Another shareholder of

, Jushi Cultural and Creative, is 100% indirectly held by Superstar Cultural and Creative Entertainment (Hong Kong) Co., Ltd., a subsidiary of Superstar Legend.

Image source: Screenshot of Superstar Legend's 2023 annual report

It is understood that the shops in this building cooperate with celebrities by either inviting celebrities to endorse or directly cooperating with celebrities. The manager of Kaizhen Restaurant told the reporter of "Daily Economic News" that the celebrity-related stores that settle in the restaurant will naturally have to pay rent as usual.

Perhaps it is linked to celebrities. This building has a somewhat "mysterious" atmosphere. Except for Kaizhen Restaurant and pop-up shops, there are no publicity or signs on other floors. According to the above-mentioned manager, #024 Xiaobai Building is planning to welcome celebrities and masters from the 1st to the 5th floor. "Currently, many places in Xiaobai Building are not open to the public. For example, the fourth floor is (for) a Michelin master to make pastries, which is specially used for five-star hotels. The fifth floor is a private club, and the rooftop parties on the sixth floor are not open to the public. "

Sky Eye Check shows that Beijing Ling Er Si Department Store Co., Ltd. has successively registered trademarks such as "one more day Wan Mao Xiao Guan" and "Kaizhen Restaurant" since 2022, and newly registered them in March and April 2024. Trademarks such as "Water, Fire and Sky", "Sea String" and "String to the Sky" are registered for catering, accommodation and advertising sales.

Picture source: Photographed by reporter Bi Yuanyuan

"Jay Chou Concept Stock" Superstar Legend surfaced

According to The Paper, #024 Xiaobailou is a "star IP incubation base" created by Superstar Legend, by inviting celebrity IP related brands to settle in , using its own star IP operating advantages to attract traffic to the brands settled in, create a star lifestyle brand, and after forming a brand cluster effect, empower the sales of Star Legend's IP and new retail products, thereby achieving a closed loop of traffic. Taking Kaizhen Restaurant, a catering brand located in #024 Xiaobailou, as an example, Superstar Legend also provides all-round support.

When it comes to Superstar Legend, Jay Chou is an important figure that cannot be avoided, because Superstar Legend was once called the "Jay Chou Concept Stock" and its controlling shareholders include Ma Xinting, Yang Junrong and Ye Huimei. Among them, Ma Xinting has been Jay Chou's business partner for many years, Yang Junrong is Jay Chou's manager, and Ye Huimei is Jay Chou's mother. The

financial report shows that the revenue of Superstar Legend in fiscal year 2023 reached 430 million yuan, a year-on-year increase of 25.0%; the gross profit was 276 million yuan, a year-on-year increase of 24.0%; the net profit reached 41.411 million yuan, and the adjusted net profit was 74.399 million yuan. In addition, the company's total asset value has achieved substantial growth, from 555 million yuan at the end of 2022 to approximately 903 million yuan at the end of 2023, an increase of 63%.

Image source: Screenshot of Superstar Legend's 2023 annual report

The company's announcement disclosed that the reason for its significant growth is that: "Travel 2" is broadcast on Zhejiang Satellite TV, Netflix and other online platforms, generating license fees and advertising revenue in 2023 Approximately 84 million yuan; the cooperation with China Mobile on the launch of Jay Chou Digital Homo sapiens generated revenue of 11 million yuan; the live broadcast on the company’s Douyin account generated revenue of 22 million yuan for the sale of third-party products.

In order to expand the influence of the IP matrix, Superstar Legend maximizes commercial value by producing various IP contents.At present, the company already has two major IPs: "Classmate Zhou" (Jay Chou's two-dimensional image) and fitness coach "Liu Genghong", and has built a matrix of celebrity IPs such as Fang Wenshan, Nanquan Mama, Chen Farong, and Sun Yaowei.

In addition, with the recovery of the performance market, Superstar Legend has also captured business opportunities. Including the multi-station performances of Jay Chou's "Carnival" world tour, the "Fitness Carnival" activities participated by Liu Genghong and Vivi, and the Yuanverse concert, etc., superstar legends have participated.

According to the financial report, Superstar Legend’s business mainly covers IP creation and operation, and new retail. The IP business will grow strongly in 2023, with revenue of 190 million yuan in 2023, a year-on-year increase of 82.9%.

#024 The completion of Xiaobailou may be the physical transformation of offline retail.

However, even though it has the resource advantage of Superstar Legend and is located in the core area of ​​Sanlitun, nearly three years after the launch of this "Celebrity IP Incubation Base", there are not many celebrities who have actually settled in it, and there are only a handful of stores that can continue to operate for a long time. number.

It is reported that the building is still planning to find celebrities to move in, and there is a lot of information about the specific planning and #024 Xiaobai Building. A reporter from "Daily Economic News" sent an interview letter to Superstar Legend, but as of press time, there has been no reply.

Daily Economic News