Wen | Shen Bin
Have you ever had such an experience? Once reverently dedicated to a few hours of queuing to successfully punch the net red milk tea shop, dim sum shop, after a period of time and then passed, there is no one queuing at the door, and even after a period of time, you will inadvertently read such a message: "XX store exited the local" "XX milk tea closed 1000 stores", felt a faint pity, and then turned back to the circle of friends record of the punch card at that time, it seems that the day is not far away.
It seems that the fate of the net red shop is to queue up, plant grass, send a circle of friends, and then start the demise of no one queuing. It seems that in a very short period of time, it has completed a life cycle, and before it can become a classic, it is already a "past completion".
Internet celebrity restaurants are fashionable, so fashionable that if you can't blurt out the names of several Internet celebrity stores that are full of Internet genes and have strong appeal, you will deeply feel abandoned by the times and feel the so-called "peer pressure" in sociology - you are outdated. In fact, how many people are pushed by the surrounding tide to the colorful Internet celebrity shops, and are forced to be called "old soil" pressure to complete a ritual of refining the circle of friends?
The net red restaurant is physical, but also online, its body lives in the cyberspace, and the offline store is more like a mirror image of its body. The essence of the Internet economy is the eyeball economy, the marketing essence of the net red shop, is an offline store for the application of online traffic, through online grass planting, social fission, precision distribution, breaking through the original offline store coverage, can attract a wider range of passenger flow, break through the traditional catering industry and other physical limitations. However, the core is still the accurate grasp of the hearts of the people under social media: punching is fashion, and queuing is to join the trend.
In the early years, the internet celebrity shops in first- and second-tier cities clearly hired "to" queues to create an atmosphere, and then upgraded to invite bloggers from life apps to punch in, and then planted grass in a wide spectrum. Nowadays, many internet celebrity restaurants play the queuing technique to the extreme, constantly circle customers to the scene through promotions and coupons, and then stop customers outside the door and line up in a long line through limited sales and hunger marketing.
As a result, a tedious coupon consumption, because the queue is given great significance: in a team of fashionably dressed men and women, feel the vitality and surging power of the metropolis. Spectacular queuing scenes are constantly recorded, forwarded, and shared, making one shop after another part of the urban myth, so that countless TA must be able to eat XX milk tea and XX hot pot as parameters with considerable weight when setting up urban goals of college, graduate school and job search.
French thinker E de Bo put forward the concept of "landscape society", "the real world is reduced to images, but the image is upgraded to a seemingly real existence", in fact, the modern consumption scene has been highly landscaped, imaged, ritualized, and the internet red shop is more like a fetishistic religion of the landscape society, beauty, filters, pictures, send circles of friends, to complete the landscape construction of internet red shops.
However, when the business logic of the net red restaurant lies in the queuing "landscape" and the drive of online traffic, and the motivation of consumers comes from punching cards, from the fear of being said to be outdated, but they do not care much about food taste. Then, when the freshness of Internet celebrities disappears, online traffic peaks, and fashion labels are rapidly depreciated, then it will inevitably lead to a decline in the repurchase rate of Internet celebrities. The business of not being able to repeat customers has become the reason for the sudden rise and fall of many Internet celebrity shops.
The label of Internet celebrities is like a "curse", becoming fashionable, losing is also fashionable, becoming also queuing, and losing is also in queuing.
Of course, the life cycle of the catering business is destined to be fast-paced, and the "slow" life of the past is gone. Perhaps, we should have a strong enough heart and a rich enough spirit to resist the fear of being "left behind", so that we will have a calm enough mentality to look at those "must catch up" trends.
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Text: Shen Bin
Recitation: Wang Qian
Editor-in-charge: Wang Zimo
Editor: Wang Yuanfang, Zhang Yongqun