Wen | Zhang Shule (Columnist of People's Daily And People's Post and Telegraph, Observer of Internet and Game Industry)
After playing the card, you will leave, and if you have punched the card, it will not be red, which seems to have become the curse of the noisy Internet celebrities punching cards.
In Zhuzhou, there are also many emerging Internet celebrities punching cards.
As the media reported not long ago: from the Zhubai Center store into the next side of the Literary Road, all the way to the old armed forces road, flower shops, cafes, flower shops, taverns... The alley quietly went out of the circle, and gradually became the internet red road for young people in Zhuzhou to punch in and send circles to recommend shops.
This alley, which was once the warehouse and utility room of e-commerce companies, suddenly emerged more than 30 very stylized young fashion stores, which suddenly stuck to the eyes of The Z generation, stopped their steps, and opened their wallets by the way.
But this may not be long-lasting, internet celebrity punch card is not a new term, in the past, the early emergence of such stores in various places, most of them are short-lived.
The original net red bookstore, all kinds of literary and artistic youth punch card to take pictures show the flow, only do not buy books; since then, the net red restaurant began to turn red, often queuing up for an hour to take a cup of answer milk tea, a dish of sharpie dog mousse.
However, this kind of routine, which is based on appearance and punching card as the selling point, can be seen by the words of the former executive of the eagle beef brisket who opened this trend: to hunt for 60% of the total passenger flow. Repeat customers account for only one or two percent.
As a result, as the representative of the trend of the Internet celebrity punch card and the new consumption track, the Internet celebrity food that has been singing all the way began to fall lonely.
According to media reports, on the review website, all of Qu Bayu's Beijing stores are already "suspended", the first store of "Fun Noodles" in Beijing that opened in August last year has been closed, and Xicha broke the news of major layoffs in February...
The barometer in the capital markets is even more pronounced.
Some institutions have made incomplete statistics, in February 2022, a total of 70 investment and financing events were announced in the new consumption field, and the number of investment and financing fell by about 36%.
Some insiders said that since August last year, the amount of financing and the amount of financing in the new consumption sector have shown a significant downward trend.
But it's not that there are no winners, and the key difference between those who can break the game is nothing more than three points:
One of them is incremental.
That is to say, the internet celebrity punch card can not only be a stock market such as local consumption, but also an internal show.
Cha Yan Yue and Wen Heyou were mainly engaged in tourist business in Changsha, which is no different from the routine of Tianjin Dog Ignoring and Beijing Quanjude.
The second is the content.
In Cao County, which became popular last year, its background color is a production, supply and distribution distribution center covering the world relying on coffins, shouyi, Hanfu and other industries, and its coffins even occupy 90% of the Japanese market, and it is not an exaggeration to call it the "center of the universe" of the earthy taste.
The third variable is the variable.
Henan Satellite TV-led a variety of "wonderful nights", constantly with Henan's various cultural precipitations out of the ground, breaking the circle into the taste, its differentiated performance methods everywhere and the background of the integration, color and fragrance are complete, not like most superficial Internet celebrities punch card light has a good skin bag, natural red out of place and long.
(Published in Zhuzhou Daily, March 16, 2022, Rooftop Times, with abridgements)