The first online celebrity store in 2019. Is there a long line of coffee in the Imperial Palace during the Spring Festival or is it really popular?

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Nearly 30 percent of consumers surveyed are willing to wait in line for two hours for online celebrity drinks, according to data released by research agencies. And there is also a lot of debate about whether these are really waiting in line or hiring people to gather popularity. A reporter from Beijing Youth Daily found that hiring people to queue has long been a "primary means". Online celebrity stores use the environment, products and marketing means to make passers-by become queuing customers, behind which is a quiet change in consumers' consumption concept.

"sign in" the first online red store in the New year, waiting in line for an hour to buy milk tea.

Liu Jing, who finally returned to work from her hometown for the Spring Festival holiday, hurriedly went to do two things before she had a chance to clean up her cabin-- the Forbidden City's snow scene and the online celebrity coffee shop of the Imperial Palace.

Although there is "Coffee" in its name, Coffee in the Imperial Palace is more like an online celebrity tea shop than a traditional coffee shop. "Kangxi's favorite Chocolate", "three thousand Beautiful Milk Tea", "one riding the Concubine of the Red Dust", "I can roll my heart" and "Yang Xin roll" these commodities, as well as the outer packaging and the environment inside and outside the store are the reasons why a large number of Wenqing like Liu Jing are flocking to it.

In order to sign in and take pictures, Liu Jing not only braved the wind and snow from the East Fifth Ring Road to the Forbidden City, but also waited in line for nearly an hour in the cafe to get the Forbidden City's unique gold paper cups and red cup covers printed with the Imperial Palace pattern on the cups.

The first thing Liu Jing did when she got the milk tea was not to taste the drink in the cup, but to take a picture around the store with the cup, and then walked to a position where she could get into the full view of the turret, used the cup as the foreground, and took a group of photos. Then contentedly began to share a circle of friends while drinking drinks.

From going out to posting moments, she tossed about for more than three hours, drinking milk tea that had cooled a little, but Liu Jing felt that it was worth the trip. In fact, in the coffee shop of the Imperial Palace, many customers are like Liu Jing. Although some people think that the quality of the drinks in the shop is mediocre, there is still an endless stream of people coming to taste the fresh food. Some netizens call this place "the first online celebrity store in 2019".

The online celebrity coffee shop% Arabica landed in Shanghai, and the whole coffee circle ran to line up.

Coincidentally, when Arabica, a popular online celebrity coffee shop in Japan, landed in Shanghai at the beginning of last year, it was ridiculed that "it feels like the whole coffee circle in Shanghai has clocked in."

The exquisite and small store had to stipulate that only 10 people could enter the store at a time, but the whole store was so jammed that there was no chance to sit down and drink.

Most people said: stand in line for 2 hours in the wind and rain, take pictures for 10 minutes, and drink coffee for 5 minutes. Just because it is an Internet celebrity in the Ins world. During this queuing period, there are couples who give up in the middle of the queue, students who complain that their little sisters come to queue early in the morning and doubt whether it is worth it, and even passers-by who don't ask for a cup of coffee and just want to take a picture with Logo.

Queuing is becoming one of the social habits of young people.

At present, walking in the streets of first-and second-tier cities or shopping malls, we often see long queues in front of some so-called online celebrity stores, which never break from morning till night. On closer inspection, most of them are young people, and it doesn't matter if they wait for more than an hour. Some stores have to wait for three or four hours, but some people never get tired of it.

With the change of modern consumer psychology, the emergence of online celebrity attractions or online celebrity shops by decoration style, novelty and marketing means is not so much that many young consumers like to wait in line to catch up with the trend. it's more like a change in social psychology.

According to the analysis of some experts, the consumers of the post-80s, post-90s and post-00s are all growing up with the network, so their consumption, their recognition of society, and their interaction with people are all connected with the network. And the habit of social networking will inevitably affect his consumption habits, he tends to be more able to identify with the goods recognized by the people in the circle, as well as their hobbies and interests.

A survey shows that some online celebrity stores are popular by full of routines, with product packaging improved to be suitable for taking photos and sending videos, paying for marketing accounts, and offering discounts to attract consumers to spread praise in the store. as for hiring people to queue up and hire water troops to browse favorable reviews on social media, it is also a common practice in some new online celebrity stores.

The reason behind the queue in the red store may be the social anxiety of young people.

After chasing this milk tea shop and the next coffee shop, I went to this "craft-made" noodle shop and another crayfish shop run by beautiful women. The so-called Internet red shop, always one stops, another rises. On the one hand, this is due to the marketing routine of the shopkeeper, on the other hand, young people tend to have some obsessive-compulsive "clock-in" wind, which reflects the deep social anxiety of young people.

According to the report Social Media and Mental Health of Young people released by the Royal School of Public Health, 91% of people in the 24-year-old use the Internet for social activities; dependence on social media is described as more addictive than cigarettes and alcohol; anxiety and depression among young people have increased by 70% in the past 25 years The use of social media is associated with an increased incidence of anxiety, depression and sleep deprivation.

According to the analysis of people in the industry, social anxiety has led to "Xiuxuan sun". Have been, eaten, experienced, can prove their own sense of existence, show that they have been in the tide of life. If you haven't been to a store that everyone is talking about online and you haven't tried it, in the eyes of young people, you are out of touch with the world around you.

Therefore, although everyone may already know the routines of online celebrity stores, and even which online celebrity stores have gone out of fashion, they can't help walking past when the next online celebrity store appears. After waiting for a few hours, I still have to let the mobile phone "eat" first, and I am satisfied after posting on moments. As for whether the food in those stores is really that good, it may not be the most important.

With the rise of "scene consumption", customers are willing to pay for added value.

"are you waiting in such a line for a cup of milk tea?"

The data survey reflects customers' tolerant attitude towards online celebrity stores. Research firm Mintel recently released a report that its research shows that 28% of consumers think it is worth waiting in line for two hours to buy online celebrity tea. In a report by Ai Media Consulting, another research agency, 74.5% of the consumers surveyed could accept queuing up for less than half an hour to buy milk tea.

Zhu Danpeng, an analyst for China's food industry, said that nowadays, people have higher and higher demands on the quality of life. Eat not only to be full, but also to eat fresh, healthy, feel, and even eat personality. In the catering online red stores, in addition to novel products, there is also scene consumption, there are more services and brand added value. Consumers are willing to spend for this part of the scene, not just for the goods themselves, or even pay a high premium or time cost, which itself is a manifestation of consumption upgrading. This is just like some white-collar workers who prefer to spend money at Starbucks before. In fact, they don't just like coffee, but they are more likely to agree with the lifestyle represented by Starbucks. Today's online red stores are also representing a way of life and consumption values recognized by young people, which is a vivid annotation of the new trend of consumption.

Social demand has spawned the continuous opening of red stores on the Internet.

There are many out-of-date online celebrity shops, but young people who follow hot spots don't spend more time remembering brands they once loved and then abandoned. However, the continuous emergence of online celebrity stores may make brick-and-mortar stores feel like a lifesaver. It is reported that the emerging online celebrity brands account for more than 20% of the shopping malls in the country's first-tier cities with a construction area of more than 50,000 square meters. Compared with traditional brands, emerging online celebrity brands seem to be closer to the post-80s and post-90s consumer groups, with more experience and scene sense. A survey of millennials in the Asia-Pacific region (20murmur29) shows that young consumers eat out an average of 9.7 days a month and are keen to share photos of delicious food on social media.

So, the question is, would you like to wait in line for an hour or two for a drink to an online celebrity store?

Photo Source: Internet

Some sources: Beijing Youth Daily, Guangzhou Daily

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