influenced by the macroeconomic environment and policies, the domestic catering industry has gradually bid farewell to the era of rapid growth, and the business scale of some high-end catering enterprises has even shown a downward trend.

in sharp contrast to the "being at a loss" of traditional catering, fast leisure catering is like a "stand out from the crowd". Relevant data show that the market space of leisure catering in China is increasing year by year, and will continue to increase in the next few years.

leisure catering brands have two core products: on the one hand, they are tangible products and dishes in a narrow sense; On the other hand, it is the user experience, which brings psychological satisfaction to consumers.

as an important part of the leisure catering industry, all kinds of "afternoon tea" or "snack" stores, from coffee shops to tea shops and dessert shops, have flourished in this era when mobile networks are popular and "taking photos at will" has become a daily habit.

Because the word-of-mouth of these emerging stores is often spread and accumulated through the Internet, they are widely sought after by young people, so they are also known as "online celebrity stores" by the public.

It needs to be admitted that there are many people who actually queue up to buy things for themselves, regardless of the situation of "queuing for consignment" and scalper purchasing. However, for these ordinary consumers, there are often deeper psychological reasons besides the online word-of-mouth Amway or the herd mentality on the spot.

Experts pointed out that people queued up because of the scarcity of daily necessities in the past. At that time, "no need to queue up" was a status symbol.

nowadays, people go to the queue not to buy scarce goods, or not for the goods themselves, but for a symbol.

For example, for the food in online celebrity, the symbolic meaning of queuing may be self-satisfaction, fashion taste and even social affirmation. Therefore, it may be said that the symbolic meaning behind the queue has become a scarce product of this era.

furthermore, even if you queue up to buy food that is widely recognized on the internet and recommended by a large number of friends, you are actually looking for a sense of identity and cultural belonging to some extent-even though the taste of the same food in different stores may not be much different, when "finally eating the most authentic XXX"/"finally buying the legendary XXX" is sent to friends, the psychological satisfaction is what people really want to get with the time cost of queuing.

So, what we bought to drink was actually loneliness, not milk tea. It is no longer a "waste of time" to queue up for shopping in online celebrity stores, but a "fashion".

The fragrance of wine is not afraid of the depth of the alley, as long as the routine is true

Although the relevant stores have clearly stated that they have not hired anyone to queue up from beginning to end, it is undeniable that all kinds of marketing methods have also taken turns in the "online celebrity Store", so that consumers are convinced of the quality of the products completely out of the "favorable comments" from all sides before they really eat something.

It is true that good marketing methods can bring huge passenger flow in a short time, but it is inevitable that they will come and go in a hurry. Consumers will eventually have a prosperous store, and of course there will be long queues, but the need to queue up for stores does not necessarily mean "prosperous business".

only when the "lining" of the product itself is consolidated can the "face" of word-of-mouth hold. After all, if a store wants to be popular for a long time, it will ultimately depend on improving the quality of its products.