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“粉丝经济”不能玩太虚

2017-08-10 10:57:26   

质量管控不力,出现食品安全问题,这时明星“腕”再大、“牌”再亮也救不了自己。知名作家、赛车手韩寒2015年投资“很高兴遇见你”餐饮品牌,曾引起社会极大关注,开业后迅速成为网红品牌。然而,经过两年的市场洗礼,不仅业绩远未达到开业之初的目标,经营过程中还不断出事。餐饮公司至今已连续被上海、武汉、宁波等地监管部门处罚7次之多,且至少有4家店铺关门。而涉事原因多为食品安全问题。比如,2016年11月,武汉市一家餐厅因为无证经营、鼠患严重,被主管部门勒令关门整顿。而2017年1月,上海市奉贤区一家“很高兴遇见你”餐厅因餐具大肠菌群超标被主管部门警告。

“粉丝经济”给人的感觉是赚钱容易,然而利益常伴风险,这种经济一旦出问题,钱走得也快。岳云鹏的网店、韩寒的餐馆还能撑多久尚未可知,而比他们早一步试图利用粉丝经济赚钱的一批前辈,现在已经有不少退出来,比如都曾在北京三里屯开餐馆的赵薇和郭德纲。他们现在最想做的,大概就是拿自己的教训给蠢蠢欲动的后来者上课。

那么,明星开店失败的最大教训是什么?答案是玩的太虚。要知道,消费者为明星店的产品买单,消费的是明星的名,而“名”毕竟是虚幻的东西,它最终因无法转化为实实在在的价值而失去吸引力。而要想经营长久,唯一的办法是将虚名转化为可触可感、能真实消费的产品,尤其重要的是,这些产品必须有品质、有价值。

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