With the rise of social platforms such as Weibo's circle of friends, more and more online celebrity stores appear in our field of vision.

all shops in online celebrity have the same feature: red.

what's the red method?

"Hi Tea" queued for 3 hours, "1?" There are more than 4,111 stores nationwide.

a cup of milk tea should be served for 4 hours;

a cake has to wait for 5 hours;

But with the passage of time, what happened to those online celebrity shops that had been waiting in line for hours?

First, Miss Zhao is unequal

"Miss Zhao is unequal" can be said to be the originator of online celebrity store, and the operator Miss Zhao was originally a well-known host of Shanghai TV.

Her husband is a suspense novelist Naduo, both of whom are Weibo online celebrity. Later, she opened this restaurant called "Miss Zhao is unequal".

Their romantic love story, creative sentimental dish names and the owner's reputation quickly attracted consumers' attention.

If you want to eat at Miss Zhao's unequal position, you have to wait at least two hours to call the station. This popularity has brushed their presence on social media.

However, the initial popularity failed to keep them going. In the name of online celebrity stores that closed down in 2117, "Miss Zhao" was among them.

So what caused the failure of this online celebrity store?

The main reason for the failure of "Miss Zhao's unequal position" is that the food itself is expensive and not delicious, so this restaurant is doomed to have no repeat customers.

with the help of social media, it can help you publicize the novelty of the restaurant and make everyone know that the food in the restaurant is not delicious.

These two most important points are the main reasons for the failure of the originator of this online celebrity store.

Second, it's nice to meet you

It's nice to meet you. It's a restaurant run by Han Han, a famous writer. Although it's not on the list, it's similar to Miss Zhao's unequal situation.

This store was once a hit. It is said that customers waited for seven hours on the opening day just to eat it.

in comparison, the heat seems to have dropped a lot, and it even seems a little cold.

"Nice to meet you" and "Miss Zhao is unequal" seem to have similarities in marketing: the owner of the store has a certain reputation, and he is a red man himself, and both of them have dishes with the owner's own characteristics, which are finally forgotten by consumers.

third, grasp the root, and you will find out what is the root of opening a restaurant. For restaurants, it must be delicious. No matter how famous your store owner is and how beautifully decorated your store is, your most fundamental restaurant owner has not been grasped. Even if you can be a smash hit, it is difficult to be a smash hit. Because consumers are forgetful, no matter how good the marketing means are, the heat will always drop one day, and only classics can last forever.

We see that those classic and enduring restaurants called brands must be taste first. Such as grandma's house, typhoon shelter and so on.

Fourth, follow the trend and never follow the trend, which will lead to a lifetime of success.

The reason why the online celebrity store is so prosperous happens to catch up with the general trend of the Internet today, and with the advantage of the rapid spread of the Internet, it can add fuel to the flames and detonate in one fell swoop. But at the same time, you can't avoid the * * * nature of the Internet: the update iteration speed is extremely fast, and you may be overwhelmed by one wave after another.

You will find that if you want to gain a firm foothold under the influence of the Internet, you must have your own two brushes. In other words, you must have your own characteristics, constantly bring forth new ideas and make self-revolution.

instead of blindly following the trend, you open a restaurant and I open a restaurant, and you sell milk tea and I also sell milk tea.

v. the idea of liking tea

idea 1: unique taste

among many online celebrity stores, liking tea is relatively long-lasting.

In the case of online celebrity stores "rushing to the street" one after another, "Hi Tea" has always stood firm. It is in a busy business district, and there are still a large number of people waiting in line every time they pass by.

Xicha is committed to developing new drinks, and it has been raising its technical barriers to prevent the latter who imitates itself from photographing itself on the beach.

It creates the core competitiveness of good taste, which makes imitators who try to copy it flinch. If the product is single, then the homogeneous competitors will increase.

creativity 2: added value

buy a cup of hi-tea, and then take a beautiful picture and put it in a circle of friends, which provides a carrier for young consumers to "feel" and "force".

This is the added value of hi-tea, because the time cost of queuing for two or three hours just to buy a cup of milk tea exceeds the value of milk tea itself.

so why are young people keen to take pictures of tea? First of all, the decoration of the store has taken some thought, and the industrial punk style caters to the aesthetics of young people with personality.

pink girlish style meets the preferences of customers with girlish hearts. The packaging of milk tea also conforms to the pursuit of young people's unique personality characteristics.

white paper cups are simple and restrained, and the small and fresh product logo is lovely and energetic. It also takes advantage of the internet to promote the positive influence of the brand through a platform with high traffic.

VI. Summary

The first generation of online celebrity stores have fallen into a wave of closures, and wave after wave of online celebrity stores continue.

whether in the catering industry or other industries, avoiding following suit is a necessary measure to reduce brand failure.

The popularity is just the beginning. If bloom wants to be a hundred days old, it is necessary to grasp the root and innovate in the trend.