Celebrity Online Shop: Riding the "East Wind" of Leisure Catering and Internet.
In recent years, influenced by the macroeconomic environment and policies, the domestic catering industry has gradually bid farewell to the era of rapid growth, and the operating scale of some high-end catering enterprises has even shown a downward trend. In sharp contrast to the "disorientation" of traditional catering, fast leisure catering is in a state of "outshining others". 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, tangible and narrow products and dishes; On the other hand, it is user experience, which brings psychological satisfaction to consumers. As an important part of the leisure catering industry, in this era when mobile networks are popular and "taking photos at will" becomes a daily habit, all kinds of shops in the form of "afternoon tea" or "snacks", from coffee shops to tea shops and dessert shops, are booming. Because the word-of-mouth of these emerging stores is often spread and accumulated through the Internet and widely sought after by young people, they are also called "online celebrity stores" by the public.
Line up. What's in the queue?
The "eye-catching" weapon of online celebrity stores is queuing-the long queue in front of the store shows the scene of booming business, and even if you don't queue up to buy, it will attract passers-by to stop and watch curiously what happened. However, a few days ago, some media exposed the fraudulent phenomenon of online celebrity shops hiring "queuing entrustment" to create "false prosperity", which made consumers exclaim that "the longest road I have traveled is the routine of merchants".
It is true that although there are cases of "queuing for consignment" and scalper purchasing, there are actually many people queuing to buy things for themselves. However, for these ordinary consumers, there are often deeper psychological reasons besides word-of-mouth Amway on the Internet or herd mentality on the spot.
Experts pointed out that in the past, people lined up because of the scarcity of daily necessities. At that time, "no queue" was a symbol of status; Nowadays, people queue up not to buy scarce goods, or not for the goods themselves, but for a symbol. For example, for the food among online celebrities, the symbolic meaning of queuing may be self-satisfaction, fashion taste and even social affirmation. Therefore, it can be said that the symbolic meaning behind queuing has become a scarce product of this era.
Furthermore, even if you have to queue up to buy food 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 same food in different stores may not have much difference in taste, when "finally eating the most authentic XXX"/"finally buying the legendary XXX" is sent to friends, psychological satisfaction is what people really want to get at the time cost of queuing. Therefore, what we buy and drink is actually not milk tea, but loneliness; It is no longer a "waste of time" to queue up for shopping in online celebrity stores, but a "fashion".
As the queuing time in front of online celebrity stores is getting longer and longer, storms surrounding the "queuing economy" are also emerging one after another. Take "queuing" as an example. A reporter found that the Internet is full of information about "part-time job (queuing)". It can even be said that hiring people to queue at the opening stage of new stores has become one of the "hidden rules" of leisure restaurants, especially "online celebrity stores".