每个人 × 网红店

网红店的潮流是当今社会物质发展的一种体现，在一定程度上也能反映社会的普遍心理，是社会景观现象的一种反映。对于当代年轻人来说，打卡网红店是旅行中必不可少的环节之一，来到一个陌生的城市中，不仅仅流于表面地游览风景名胜，我们更渴望从衣食住行各个方面去接触去了解它，可以说，打卡网红店的过程也是当代年轻人从陌生到初识一个城市的过程。对于在本地生活工作的小伙伴来说，打卡网红店也是十分有趣的经历，在这个年轻人靠外卖度日的快节奏时代，放下脚步来到实体店，有时甚至需要花费一两个小时的时间等待，在等待的过程中心怀期待，最终的结果才无比甜美。网红店给人们带来社交的话题，留住人们步履匆匆的脚步，其产生的价值已经超越单纯的商业空间。随着网红经济的发酵，人们也开始对网红店褒贬不一，成为网红店，必要承担着差评的风险。人们如何看待网红店呢？gooood随机采访了三里屯地区的青年人，听听他们对网红店有着怎样的看法。

在采访中，我们发现大部分年轻人对网红店抱有积极的态度，几乎所有人都有过打卡网红店的经历，也乐于去接受更多的新鲜事物。相对于在社交媒体上的名气，人们更重视这些店铺的实际品质。这种品质主要分为两个方面：其一是产品品质，其二是设计品质。尤其是对于餐饮类网红店，如：咖啡店、奶茶店、餐厅等，设计虽然占很大一部分因素，但是却排在产品品质之后。大部分的人不会单纯为了打卡拍照而来，能让人们再度的光顾的店，都是能让人有记忆点，并可以与消费者之间产生情感共鸣的。对于网红店实际现场是否会带来心理落差的这个问题，大部分受访者都表示了包容的态度，虽然多多少少会有一些心理落差，但是现在的年轻人几乎已经渐渐习惯网络与现实之间的差别。令人印象深刻的是，不少受访者提到了文化氛围与国潮等概念，我们明显感觉出现在的年轻人对自己民族文化的自豪感、不再盲目追捧国外的设计风格。大家一致认为在网络上的火爆仅是一家网红店的开端，后续需要在产品、服务、理念与宣传方面不断跟进，推陈出新，才能保持长久的热度。

The trend of internet-sensation shops is a manifestation of the material development of today’s society, and to a certain extent, it can also reflect the general psychology of society. For contemporary young people, visiting internet-sensation shop is one of the essential link to the travel. When we came to a strange city, compare to visit scenic spots in a crude way, we are more eager to get in touch with it from all aspects of food, clothing, housing and transportation. We can say that the process of checking internet-sensation shops is also a way to get familiar about the city. For local people, visiting the internet-sensation shop is also a very interesting experience. Some people are willing to wait in line for hours for these shops. Waiting seems to make the purchase more valuable. In this era of rapid consumption. the internet-sensation shops bring us social topics, slow our living rhyme. there values have gone beyond the simple commercial space. With the fermentation of web celebrity economy, people also start to have different opinions on internet-sensation shops. Becoming famous means to bear more risks of bad reviews. What do people think of internet-sensation shops? Gooood randomly interviewed young people in Sanlitun area and asked them what they thought of internet-sensation shops.

In the interview, we found that most young people have a positive attitude towards Internet-Sensation Shops. Almost all of them have visited these shops at least once and willing to accept more new things. Compared with the reputation on social media, people pay more attention to the actual quality of the shops. This quality is mainly divided into two aspects: one is product quality, and the other is design quality. Especially for Food and beverage category, such as cafe, milk tea shops, restaurants, etc., the product quality is more important than design. For most people, Internet-Sensation Shop is not simply a photogenic spot for social media. Only the memorable place and those who have strong emotional resonance with consumers can avoid the one-time destiny. Most of the interviewees expressed a tolerant attitude towards the question whether the actual scene of the Internet-Sensation Shop would bring disappointment. Although it may be somewhat disappointing, now we have gradually become accustomed to the difference between the Internet and reality. Impressively, quite a few interviewees mentioned such concepts as cultural atmosphere and traditional Chinese style. We clearly feel that in the present, more and more young people are proud of our own national culture and no longer blindly chase after foreign design styles. Everyone agrees that being popular on the Internet is only the beginning of the shop who needs to follow up in the aspects of products, services, ideas and publicity, so as to maintain long-term popularity.

 

问卷调查
Questionnaire

谷德在网上进行了问卷调查，收集更多人对于网红店的看法。收集到的141份问卷中，半数以上的答题者会偶尔去网红店进行消费，其中餐饮与文创类店铺居多，总体来看，店面有设计感是人们愿意光顾网红店的主要因素（超过110位答题者选择了这个答案，宣传有创意与产品优质等因素次之）；大约37%的答题者认为网红店低于预期，过度宣传，29%的答题者对网红店没什么期待，但体验不错；52%的答题者几乎不会重复去同一家店，49.6%的答题者愿意花10～30分钟排队等待，但将排队作为店铺的文化并不是保持热度的长久之计，除了做好宣传、把控消费者心理外，保证商品质量、重视设计风格，增强品牌文化才能保持人气，问卷调查与采访结果一致。

Gooood conducted an online survey to collect more people’s opinions on Internet-Sensation Shop. Of the 141 questionnaires collected, more than half of the respondents visited Internet-Sensation Shops occasionally. Among them, catering and cultural creative shops are in the majority. Overall, the design of the store is the main factor that people are willing to patronize these shops. (More than 110 respondents chose this answer, and the other top three factors are advertising creativity and product quality.) About 37% of respondents thought Internet-Sensation Shop were lower than expected and over-advertised. 29% of respondents had no expectations for the shops, but had a good experience. Half of the respondents rarely go to the same store twice. 49.6% of respondents were willing to wait in line for 10 to 30 minutes. But making queues a part of the store culture is not a long-term solution. In addition to good publicity, control of consumer psychology, to ensure the quality of goods, pay attention to the design style, enhance the brand culture are essential to maintain long-term popularity.

3. 您去网红店的原因有?

8. 您认为网红店保持人气的核心是什么?

 

对建筑师与设计师的寄语
For Architects and Designers

建筑与社交媒体的结合，给建筑师们带来另一个维度的设计与思考角度。HWKN设计工作室的联合创始人马克库什纳在《未来100种建筑类型》TED演讲中，贯穿过去三十年建筑史，展示公众是如何成为建筑设计的一个重要组成。他认为“当社交媒体介入媒体作为媒介，能拉近的建筑与人们的距离，其能够向人们传递信号：这个建筑形式有文化内涵，能够吸引游客，也能将人们的意愿反馈给建筑，人们便与这样的建筑形式建立了情感联系。” 相对于专业的建筑媒体来说，在大众社交媒体上博得人们关注的网红店，多了几分接地气的味道，是建筑与社交媒体的结合最直接的体现。商业性与文化性并不矛盾，“网红”也并不是一个贬义词，作为建筑师与设计师有责任运用设计将好的文化价值观与审美观展现给大众。

The combination of architecture and social media gives architects another dimension of design and thinking. Mark Kushner, co-founder of HWKN design studio, runs through the history of architecture over the past three decades in his TED Talk on 100 Building Types of the Future, showing how the public has been an important part of architectural design. He believes that “when social media becomes a medium, it can shorten the distance between architecture and people, and it can convey a signal to people that this architectural form has cultural connotation, can attract tourists, and can also feed back people’s wishes, so that people will establish emotional connection with such architectural form.” Compared with professional architectural media, Internet-Sensation Shop, which attract people’s attention on public social media, are a bit more intimate with the public, which is the most direct embodiment of the combination of architecture and social media. Commerciality and culture are not contradictory, and “Internet-Sensation” is not a derogatory term. Architects and designers have the responsibility to use design to show good cultural values and aesthetic standards to the public.

 

向你推荐
Recommend to you

HARMAY话梅北京旗舰店 / 恺慕建筑设计
HARMAY cosmetics retail store, China by AIM Architecture
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采访拍摄地点之一，目前这家话梅美妆店连续被大众点评和小红书评为北京区最受欢迎的零售店铺。

One of the locations where the interview was filmed,This HARMAY store has been rated as the No.1 retail store in Beijing on China’s most popular experience rating app Dazhongdianping and KOL app Xiaohongshu.