2 Star shop , refund , refund , refund

source ： New retail business review （ID：xinlingshou1001） author ： Wang Mingya edit ： Ge Weiwei

Fans stretched out their fists .

You Qian still has a deck of playing cards at home , The back of the card is printed “ Hot one ”, On the front is Li Bingbing 、 Photo of stars Huang Xiaoming and Ren Quan —— Dream back to college .

This Sichuan Chongqing hotpot brand led by the above three star shareholders , On 2014 Officially launched in . You Qian still remembers the year when it was first opened , Waiting in line with my college friends ：“ For the first time, I was so close to the star .” The price of nearly 100 yuan per capita is not friendly to the student party , But excitement washes everything .

Of course , This is also the last and only time you Qian and Li Bingbing met “ Intimate contact ”.

2017 From the year onwards , Hot one is located in Shenzhen 、 wuhan 、 Stores in Hefei and other places have fallen into a wave of closures , Then , Including Beijing 、 Stores including Shanghai have not been spared , Until now , The industry has “ Check this store ”.

Obviously, there are countless “ Hot one ” As a substitute, continue to walk on the stage , From Jacky Xue's top to bottom 、 Babel's spicy Village , To Chen he's Xianhe village 、 Zheng Kai's huofengxiang , Stars do catering , Especially hot pot , Like a king crossing the river .

It's just , Ten years ago “ Youqian ” But you can't find it .

today , The consumption power after work has improved , You qian can't have passion to punch in the star store .“ There are too many stores , I can't punch in , Besides, most of them are cut vermicelli and leeks .” She was angry .

There are not a few people like you Qian . In weibo 、 Social platforms such as xiaohongshu , Search for “ Star shop ” Related entries , Besides fans' comments , Most consumers are taking the initiative to set up defense ：“ Don't believe in , It's the one who encircles the money .”

Over the years , The upsurge of star cross-border entrepreneurship , Accompanied by a chicken feather .

Because the entry threshold is low , Star stores are mostly concentrated in catering and clothing industries , Catering accounts for more than 60% , But with “ Superior humility ”“ Xianhezhuang ”“ Natural stupor ” The brand represented by , Because of the chaos of food safety issues and franchisees' rights protection disputes , Become a resident on the social media search list .

obviously , Scenery comes , Rush away . Stars are involved in business , It is stirring everything with the rhythm of overdraft in the future —— market 、 Fans and consumption .

01 Fans' fists

Ruiyide China Commercial Real Estate Research Center , Once published 《 The capital of idols , Research Report on the development of star stores in China 》 I have discussed the trend of star stores .

According to the report , The marketization of the entertainment industry has given birth to the phenomenon of star cross-border entrepreneurship .

Such as 90 Years ago , Most of the practitioners in the entertainment industry in mainland China are the formal staff of the performance troupe within the system , It is still part of the planned economy .

After the Millennium , Reform and opening up were further deepened , The entertainment industry has ushered in almost all-round marketization , The Japanese and Korean idol trend is coming soon , It ignited the enthusiasm of young people for star love bean consumption , Fan economy matures .

Of course , This is not unique in China , There are even mature models to follow .

2016 year , Pop diva Rihanna （Robyn Rihanna Fenty） Create beauty brands Fenty Beauty, Then obtain LVMH The group injected tens of millions of dollars , The next year, brand series products will be launched , Listing only 40 Days later , Sales volume 1 Billion dollars .

2018 year , She once again united with fashion e-commerce Group TechStyle Fashion Group Create underwear brands Savage X Fenty, The latest news is , The brand plans to launch this year IPO.

Rihanna's success can't escape the support of large capital groups , But it's hard to deny , The global record sales exceed 3 Billion superstars start businesses , The key is their own influence .

Tmall Global 2019 In introducing Fenty Beauty, Smart as brand side —— When stationed in various countries, we should choose a local spokesperson —— At that time, the flow of AI Dou fan Chengcheng was enabled in China . But to this day , Search the trial videos of beauty bloggers in little red book , Fake Rihanna is always the real traffic password .

Star crossover , This is a business that puts the influence of fans on your face .

Nearly period of time , Chen he's shareholder, Xianhezhuang hotpot, fell into the storm of franchisees' denouncing , Many merchants said , Choose a single store near 300 Join Xianhezhuang at a cost of 10000 yuan , Is to see Chen he's influence as a star .

And before Chen he cut his relationship with Xianhezhuang , Also frequently on social platforms such as Tiktok , United Lingye and other famous big V For the brand platform .

Influence has deeper sweetness .

First half of this year , Thank you tea, a milk tea brand led by Ma Dong, has closed two stores , Evacuate Beijing , Shanghai area will also be comprehensively iterated into intelligent milk tea station .

This company stands between miwei media and 《 Wonderful work said 》 Milk tea shop on the shoulder , On 2019 In, he opened his first store in taiguli, Sanlitun, the Golden Business District of Beijing , Opening day , Ma Dong brings his face like crystal 、 Xiao Xiao and other contestants are the platform , It triggered a week-long queue boom .

Ma Dong talked about , The business district has never introduced an unverified new brand , But because of my presence , Can be implemented .

In other words , The online popularity effect of star stores , In the introduction of commercial real estate , Also early “ Win at the starting line ”.

The new retail business review once reported on a shopping mall in the city of Beijing Wudaokou University “BOM Xi Fanli ” The transformation of the , In order to conform to the shopping mall tone , Explore youth , The shopping mall has conducted the corresponding investment promotion brand screening , During the trial operation , Xianhezhuang in the catering area has been settled as one of the first stores .

Xianhezhuang 、 Natural stupor , Or thank the tea people for being lonely today , Obviously, it's the moment when the star fell sharply after tasting the sweetness .

Ma Qiji, a researcher at the National Advertising Research Institute, said in an interview with the new retail business review , star 、 The socialization of online celebrity itself , With the brand it created 、IP The assets brought about by the socialization of , That is, the core consumers gathered in the flow economy , Belong to low-cost consumers , It has great weakness , It's easy to destroy the brand because of problems in the image and personal design of Star Online celebrity .

Typical, such as Chen he , Outside the event of Xianhezhuang franchisee , More consumers' voices focus on “ Derailed man ” The denouncement of ,“ Because Chen he will not eat ”.

Thank you tea with Internet popularity , Consumers driven by popular variety players , Obviously “ Low cost ”, The result of no viscosity is , After a short period of excitement, it gradually returns to tranquility .

There's nothing like that “ Fans' fists ” It is more suitable to describe this drama of stars' cross-border business ： Fans gather , Fists are powerful support , When it dispersed , It can also destroy the dignity of the brand . The foundation of business form , It's shaky .

02 Who is the body for

There is data to show that , Star cross-border entrepreneurship is mainly concentrated in the catering and clothing industries , among , More than 60% bet on spicy hot pot .

“ You can't say that hotpot has no threshold , But compared with other categories , It's really relatively easy .” A catering practitioner explained to the new retail business review , Mainly because the upstream and downstream of the industry and the supply chain have been very mature .

Qing Yong, founder of tomato capital, also mentioned in his public speech , Hotpot is the largest category of revenue in China's catering industry ,2021 The annual market size reached 5500 One hundred million yuan , De cook with hot pot 、 The difficulty of supply chain is low 、 The audience is broad and addictive .

Do simple business , Not long-term business .

In the view of horse flag Halberd , Compared with traditional business ideas , Use acquaintance circles or product quality services to build brands , The crossover of current stars is a complete flow logic , What we pursue is only income , The direct phenomenon is , One side , Short term business phenomenon increases , Take advantage of the red time to make money quickly , On the other hand , They don't really end up doing business , But pure consumption brand .

The star trader company represented by Sichuan Zhishan Brand Management Co., Ltd. came into being .

According to ruiyide 《 Research Report on the development of star stores in China 》,2017 year , More than 300 A star store was born , In the past two years , Sichuan Zhishan's spicy fight spicy 、 Spicy Sancheng 、 Represented by douluan hot pot , From hot pot to barbecue , Then to milk tea , Star stores have almost become a common existence in the catering industry .

let me put it another way , The inner roll between star stores has made consumers lose their freshness . Endless stores , After endless cards , These shops can't escape the carnival for a short time .

Ma Qiji thinks , This is because , The cost and price paid by stars , And its own IP value , Not enough to value its social assets , Consumer acceptance 、 Tolerance and preference , It can't support long-term paying behavior .

The other kind of competition is , The fierce competition of the industry itself .

Issued by the internal staff of the catering boss 《 Big data of Chinese catering 2021》 I mentioned , Not including the couple's shop , By 2021 year 1 Mid month , There are catering related enterprises in China 960.8 Thousands of families . According to the report , The huge number of enterprises in the catering industry is unmatched by any industry , Definitely in all industries in China , The largest number of registered enterprises .

Hot pot is also good , New tea is also good , In the current market competition , It has become a struggle in the red sea .

As a consumer said when commenting on star brands ：“ On eating , Nothing in the world can eat better than Chinese , therefore , I only choose delicious .”

Qing Yong said , He was in 2021 I worried about , Whether the franchise mode relying on Star traffic is sustainable , Now I have the answer .“ Hotpot category stores, regardless of size 、 No matter the speed 、 No matter how popular it is , Product quality and Hukou tablet are the king .”

Star stores obviously do not meet the basic needs of the public .

On social platforms , Many users make complaints about it , The taste of star stores is poor , The poor service is unacceptable .

“ Cheap Matcha taste as light as water , seeing the name of a thing one thinks of its function , Whoever drinks is a fool .” A user who clocked in naturally stayed in the milk tea shop was angry and shared in xiaohongshu .

The more mainstream voice of resistance is “ fleece the flock ”.

from 2018 Yin yang contract in the entertainment industry in 、 The storm of tax evasion began , Then , During the epidemic , Star's working income fell sharply , Many artists began to bring goods to the next live broadcast , The sky high pit fee and other information have been exposed , The sense of separation between the lives of stars and ordinary people is further aggravated .

last year , Negative artists represented by Zheng Shuang , Real income is exposed because of private disputes , And so far “ One day 208 ten thousand ”“ Have a good time 6.4 One hundred million yuan ” The hot stem spreads , Real workers can only ridicule . Wu Yifan is involved in a criminal case , A new round of star tax evasion and tax payment is coming , The stars are shining , Full of stains .

An obvious change in public opinion is , People began to have a more rigorous examination of stars .

Catering cross-border , Consumers see more and more intuitively , With the power and means of capital , The role of stars , Not as expected , For bowing into the game .

Last , The resistance of franchisees and consumers , All in one sentence “ leek ” In my self ridicule .

Conclusion

This one after another storm of star franchise stores , What's more serious is , It is at the expense of overdraft practitioners' confidence .

Of course , Unprovoked consumption of resources and money , It is also eating the star itself . Chen he apologized , Guan Xiaotong was pushed to hot search , There are more and more signs that , Stars are harder to get away than expected —— Maybe it's another kind of vigilance .

in any case , In China, , On eating , Consumers can always vote with their feet , This should be the only blessing .