“一日店长”流量狂欢局，有人倒贴几千元“打工”

Core Viewpoint - The "One-Day Store Manager" trend is gaining popularity in various retail sectors, leveraging high-profile individuals to attract consumers, but it faces growing criticism and potential market saturation [8][9][26]. Group 1: Overview of the "One-Day Store Manager" Trend - The "One-Day Store Manager" concept originated in Japan, initially involving celebrities serving as temporary store managers to create buzz and drive sales through fan engagement [9]. - This trend has expanded to include influencers, KOLs, and even ordinary consumers, with various brands adopting this model to enhance foot traffic and sales [9][10]. - The model has seen significant growth since 2023, driven by emotional and aesthetic consumerism, and is expected to continue evolving [9][10]. Group 2: Impact on Brands and Sales - Brands like Xiangpiaopiao and other new tea drink companies have utilized the "One-Day Store Manager" strategy to attract younger consumers, often featuring attractive influencers to draw crowds [10][12]. - Data from tea brand Shuyi Shao Xian Cao indicates that a recent event led to a 100% increase in daily sales and a 240% year-over-year growth [12]. - The cost-effectiveness of this model is appealing to brands, as it allows for broader reach at a lower expense compared to traditional celebrity endorsements [12]. Group 3: Consumer Reactions and Market Saturation - As the "One-Day Store Manager" events proliferate, consumer sentiment is shifting from curiosity to fatigue, with some expressing annoyance at the lack of professional service [8][26]. - Critics argue that the focus on aesthetics over service quality may alienate loyal customers and diminish the overall shopping experience [28][30]. - The trend may face a decline as consumers grow weary of the repetitive nature of these events, prompting brands to seek new marketing strategies [30].