欢喜plus:<p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">工作后必备一杯奶茶犒劳自己,逛街不惜花费时间排长队也要喝到喜茶?</font></span></p> <p class="MsoNormal"><span style="font-family: 宋体; letter-spacing: 0px;">大喊着靠奶茶续命的当代青年,到底为什么对奶茶如此的一往情深呢?</span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体"><br /></font></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">其实我们从奶茶消费的主力人群可以看出一点端倪。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">数据显示,每日必备一杯奶茶的多为年轻、收入中等的都市白领,这些女性为奶茶店提供了大部分的收入。</font></span></p> <p class="MsoNormal"><span style="font-family: 宋体; letter-spacing: 0px;">从杯子到手提袋精致、文艺的包装设计,颜值越来越高的奶茶品种,再到店内小资的装修风格,这些无一不是拍照好看的要点。</span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">对于年轻的都市女性来说,</font>B612<font face="宋体">粉嫩滤镜里的自己,精致时尚,网红奶茶店各种极简风、北欧风、</font><font face="Calibri">ins</font><font face="宋体">风的背景衬托之下,白富美的气质得到了强化。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">奶茶店,是平民女孩性价比最高的自我包装场所无疑了。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体"><br /></font></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">除了拍美美的照打卡外,其实奶茶店的爆火还反映了这些消费心理。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">1、口红效应</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">以奈雪的茶、喜茶、鹿角巷三家为例,每杯奶茶的平均价格都在二十几块左右,比益禾堂、一点点高出来的几块钱,其实又划分了一个消费等级。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">前者门店分布多在市中心的商业步行街,租金昂贵,而后者分布在校园和消费压力不那么大的街市。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">在大家纷纷自称</font>“韭菜”,自嘲消费降级的今天,为什么喜茶这种定位的奶茶店反而更加红火了呢?</span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><br /></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">在这里可以用</font>“口红效应”来解释。</span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">口红效应指的是,在经济不景气的时候,人们反而热衷于购买口红这种不用花费大价钱就可以买到的奢侈品。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;">LV<font face="宋体">、</font><font face="Calibri">Gucci</font><font face="宋体">买不起,几百块的小羊皮、</font><font face="Calibri">YSL</font><font face="宋体">也买不起,那就买杯喜茶喝喝吧。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">想想排了好久的队,买到一杯有点小贵的喜茶,就当犒劳一下辛苦的自己,是不是还会产生一种类似小确幸的满足感呢?</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">看起来我们从以前三五块一杯、口味乏善可陈的奶茶升级到了小情调、口感丰富的网红奶茶,但同时我们手上的钱也越来越多的花在了这些小物件上。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">同样是月光,我们还暗示自己获得了幸福感。</font></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体"><br /></font></span></p> <p class="MsoNormal"><font face="宋体" style="letter-spacing: 0px; font-family: 宋体;">肥宅们疯狂为奶茶打</font><span style="letter-spacing: 0px; font-family: 宋体; font-size: 10.5pt;">call</span><font face="宋体" style="letter-spacing: 0px; font-family: 宋体;">的背后,还有另一个心理。</font></p> <p class="MsoNormal"><span style="font-family: 宋体; letter-spacing: 0px;">那就是即刻满足。</span></p> <p class="MsoNormal"><span style="font-family: 宋体; letter-spacing: 0px;">每天打卡背单词却好像对学习英语并没有什么作用</span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">努力工作还是拿着不够花的工资</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">项目进展看不到预期效果</font></span></p> <p class="MsoNormal"><span style="font-family: 宋体; font-size: 10.5pt; letter-spacing: 0px;">……</span></p> <p class="MsoNormal"><span style="font-family: 宋体; letter-spacing: 0px;">人总是对短时间内看不到效果的东西难以坚持下去。</span></p> <p class="MsoNormal"><font face="宋体" style="font-family: 宋体; letter-spacing: 0px;">碎片时间里,我们被抖音短视频、微博</font><span style="font-family: 宋体; font-size: 10.5pt; letter-spacing: 0px;">140</span><font face="宋体" style="font-family: 宋体; letter-spacing: 0px;">字以内的小段子给填满。</font></p> <p class="MsoNormal"><font face="宋体" style="font-family: 宋体; letter-spacing: 0px;">今年网易、新浪几家网络公司都宣布停止对旗下博客门户网站继续运营。短讯息称王的时代来临。短视频、短图文</font><span style="font-family: 宋体; font-size: 10.5pt; letter-spacing: 0px;">APP</span><font face="宋体" style="font-family: 宋体; letter-spacing: 0px;">的爆火,利用的都是人们即刻满足的心理。在相对短的时间内,用密集的笑点和夸张的表达不停地给我们的大脑以兴奋的刺激。</font></p> <p class="MsoNormal"><font face="宋体" style="font-family: 宋体; letter-spacing: 0px;">所以你会发现随手打开抖音和微博,刷一刷</font><span style="font-family: 宋体; font-size: 10.5pt; letter-spacing: 0px;">3</span><font face="宋体" style="font-family: 宋体; letter-spacing: 0px;">个小时就轻易地被浪费了。</font></p> <p class="MsoNormal"><span style="font-family: 宋体; letter-spacing: 0px;">当然,你可以说在这段时间里,你得到了放松和乐子。不过同时你也获得了一堆不成体系的信息以及被损害的注意力、被破坏的对长篇信息文字的阅读和理解能力。</span></p> <p class="MsoNormal"><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><font face="宋体">人的大脑机制,决定了戒掉微博、抖音需要相当强的意志力去对抗。</font></span><span style="mso-spacerun:'yes';font-family:宋体;mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-font-family:'Times New Roman';font-size:10.5000pt;mso-font-kerning:1.0000pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family: 宋体; letter-spacing: 0px;">喝奶茶也是如此,虽然知道无糖奶茶糖含量也严重超标,但上班一天后的压力,通过一杯奶茶就能让自己缓解,我们肥宅何乐而不为呢?</span></p> <p class="MsoNormal"><span style="font-family: 宋体; letter-spacing: 0px;"><br /></span></p> <p class="MsoNormal"><span style="font-family: 宋体; letter-spacing: 0px;">(原创文章。转载请注明作者和集诚信 jichengxin.com)</span></p>