Do you remember the Internet celebrity shop that sells a bowl of beef noodles for 26 yuan in the mall? It used to be a must-visit place for young people to check in, and a bowl of noodles can be eaten with a high-end feeling. However, this Internet celebrity store is now in a life-and-death crisis, not only frantically closing the store,also owes a huge amount of debt, and some people even say that it is "the originator of the Internet celebrity store that spent 200 million".。What the hell is going on? Why are online celebrity stores in decline? Will it be able to turn over? Let's take a look.
The glory and crisis of online celebrity stores
The name of this online celebrity shop is "Beef Noodle Restaurant", and its founder is a young man named Li Ming。He used to be a white-collar worker, but he got tired of the 9-to-5 life and quit his job to start a business that wanted to do something interesting. He found that today's young people like to pursue something new and individual, so he decided to open a different beef noodle restaurant to make beef noodles a fashion and trend.
He found a vacant shop in a mall and spent a lot of money on renovations to create a simple yet high-end style. He also hired a professional chef to make bowls of fragrant beef noodles with the finest beef and noodles。He set a very high ** for his beef noodlesA bowl costs 26 yuan, which is several times more expensive than ordinary beef noodles. He believes that this can improve the grade of beef noodles, make customers feel that they are worth the money, and can also increase the profit of beef noodles.
His idea was quickly validated, and as soon as his beef noodle restaurant opened, it attracted a large number of young people, and they all felt that this was hereThe beef noodles are very distinctive, delicious and very face-saving. They have posted their **and** on social **, gave the beef noodle restaurant a high rating, and recommended it to their friends and family. The beef noodle restaurant quickly became an internet celebrity shop, with long queues every day, sometimes waiting up to an hour to get a bowl of noodles.
Li Ming was very happy to see his success, and he felt that he had found a shortcut to get rich. He decided to strike while the iron was hot, expand his scale, and open more branches. He has opened more than 20 beef noodle restaurants in shopping malls across the countryEach one maintains a consistent style and quality, and each has a good business. He also won the favor of investors and got tens of millions of financingThe valuation of his beef noodle restaurant once reached 200 million.
However, the good times were short-lived, and the beef noodle restaurant soon encountered a crisis。With the intensification of competition, more and more online celebrity stores have emerged, the advantages of beef noodle restaurants are no longer obvious, and the freshness of customers has gradually fadedThey began to look for more distinctive and creative stores. Beef noodle restaurants began to see a decline in footfall, and with it, revenue. At the same time, the cost of beef noodle restaurants is increasing, and various expenses such as rent, water and electricity, labor, and raw materials have made Li Ming breathless. He found that his beef noodle restaurant was not making money at all, but was losing money.
Li Ming wanted to save the situation, but there was nothing he could do. He has tried to lower, improve quality, launch new products, and do **, but none of them have had obvious results. His investors also began to lose confidence and were reluctant to invest in him again. His employees also began to leave him, either because they were not paid or because they saw no hope. His ** businessmen also began to urge him to repay the money, and some even went directly to collect debts. His mall partners also began to lose patience with him, some threatened him to terminate the contract, and some directly cut off the electricity and water to him.
The crisis of the beef noodle restaurant is getting worse and worse, and Li Ming is in a desperate situation. himHad to start closing some loss-making branches in an attempt to reduce the losses. However, this did not help, his debts were still increasing, and his creditworthiness was getting worse and worse. His beef noodle restaurant has changed from an Internet celebrity shop to a troublesome shop, from a money-making machine to a black hole of funds, and from the starting point of a dream to the end of a nightmare.
The reasons for the rise and fall of influencer stores
The story of the beef noodle restaurant is not isolated, it is just a microcosm of many Internet celebrity stores。In recent years, online celebrity stores have become a popular business model, and many people want to take advantage of the popularity of online celebrity stores to make huge profits. However, the life cycle of influencer stores is often very short, and many influencer stores become popular overnight and disappear quickly. Why is this happening? What are the reasons behind their rise and fall?
First of all, the success of online celebrity stores is often based on appearance and popularity, both of which are easily plagiarized and replaced. In order to attract customers, online celebrity stores often put a lot of effort into decoration, design, products, etc., to create a unique style and atmosphere. However, these things are not exclusive to online celebrity stores, and other stores can also imitate and learn from them, and even do better. When the appearance of online celebrity stores is no longer scarce and fresh, customers will lose interest and look for more attractive stores.
Secondly, the success of online celebrity stores often depends on the spread of social **, which is uncontrollable and unsustainable. In order to increase their own popularity, Internet celebrity stores often use various methods, such as inviting Internet celebrities, sending gifts, doing activities, etc., to attract customers to share their experiences on social **, thus forming a word-of-mouth effect. However, this effect is difficult to maintain, because the information on social ** is massive, the attention span of customers is limited, and they will soon be attracted to other new things and forget about the previous influencer store. Moreover, the reviews on social ** are not necessarily positive, and some customers may be dissatisfied with the service, quality, and other aspects of the online celebrity store, thus affecting other people's impressions and choices.
Thirdly, the success of online celebrity stores often ignores their own core competitiveness, which is the key to determining whether the online celebrity store can last for a long time. In order to meet the needs of the market, online celebrity stores often pursue some superficial things, such as appearance, trends, creativity, etc., while ignoring the quality of their own products and services, as well as the construction of their own brand and culture. In this way, the online celebrity store will lose its own characteristics and advantages and become an empty shell without a soul. When customers get tired of the external stuff of an influencer store, they will look for a store with more content and value, and will not look back at the influencer store.
The road ahead of influencer stores
The rise and fall of Internet celebrity stores has allowed us to see a cruel reality, that is,Influencer store is not a stable and reliable business model, it is just a short-term hype and show-off, with no long-term development and value. So, is there a future for online celebrity stores? Will they be able to roll over? The answer is, probably, but it's hard. If the online celebrity store wants to get out of the predicament, it must make some changes and adjustments to find a development path that suits it.
First of all, online celebrity stores should understand that appearance and popularity are not omnipotent, they are just an auxiliary means, not an end. If an online celebrity store wants to be long-lasting, it must have its own core competitiveness, that is, the quality of its own products and services, as well as the construction of its own brand and culture. Internet celebrity stores should constantly improve the level of their products and services, so that customers can truly feel their value and advantages, so as to form a kind of loyalty and trust. Influencer stores should also establish their own brand and culture, so that customers can identify with and love their own ideas and styles, so as to form a sense of belonging and emotion.
Secondly, online celebrity stores should understand that social networking is not the only channel, they are just an auxiliary tool, not a dependency. If an online celebrity store wants to be long-lasting, it must have its own channels and platforms, that is, the construction of its own customers and markets. Internet celebrity stores should continue to expand their customers and markets, so that more people know and understand themselves, so as to form an influence and communication. Internet celebrity stores should also make good use of social **, but don't rely too much, and have their own judgment and strategy, so as to form an interaction and communication.
Thirdly, influencer stores need to understand that innovation and change are not one-offs, they are only an auxiliary power, not an end. If an online celebrity store wants to be long-lasting, it must have its own ability to innovate and change, that is, its own ability to learn and Xi adapt. Internet celebrity stores should constantly learn to Xi and adapt to changes in the market, so as to keep their products and services fresh and interesting, so as to form a kind of attraction and retention. Internet celebrity stores should also dare to innovate and change, but don't blindly follow the trend, and have their own thinking and direction, so as to form a breakthrough and lead.
In short, the future of the online celebrity store depends on the online celebrity store's own choices and actions. If the Internet celebrity store is just obsessed with its own appearance and popularity, just relies on the spread of social **, and only pursues one-time innovation and change, then the Internet celebrity store will soon disappear and become a historical joke. If the online celebrity store can recognize its core competitiveness, can establish its own channels and platforms, and can continue to innovate and change, then the online celebrity store will hope to turn over and become a successful business model.
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