当消费融入社交，我们在买什么？

Core Insights - The viral phenomenon surrounding "drinking Mixue Ice City will get shot by the Oriental Pearl Tower" highlights the effective use of "social currency" by Mixue Ice City, igniting public participation and achieving attention arbitrage [1][2] - Mixue Ice City's pricing strategy of uniformly setting the price of lemon water at 4 yuan, regardless of location, attracts high-paying, time-sensitive consumers such as tourists and urban youth [1][2] Pricing Strategy - Mixue Ice City employs a low-price strategy that appeals to consumers' psychological accounts, enhancing their overall experience and satisfaction [2] - The high sales volume at prime locations allows Mixue Ice City to dilute rental costs, achieving a closed-loop operation of "low price—high sales—low cost allocation" [2] Marketing and Consumer Behavior - In today's attention-scarce environment, the ability to narrate and market effectively is more crucial than monetary value, as demonstrated by the popularity of the "Mixue Ice City meme" [2][3] - The juxtaposition of a 4 yuan drink with iconic city landmarks creates a compelling contrast that captures algorithmic attention, leading to increased engagement on social media [2] Leveraging Public Landmarks - Traditional marketing methods require significant investment for branding with city landmarks, but social media can now facilitate this at a lower cost through viral content [3] - Consumers' time investment in sharing experiences and creating content for Mixue Ice City enhances the brand's value without raising product prices [3] Future Consumption Trends - The concept of "cheap" for Mixue Ice City transcends cost advantages, becoming a carefully designed social symbol that encourages participation and sharing [3] - Future competition in the consumer market may shift from price and quality to the ability to create impactful social currency that fosters identity and community engagement [3]