“鸡排哥”爆火背后：6元鸡排如何卖出600元情绪价值？

Core Insights - The phenomenon of "Chicken Brother" in Jiangxi Jingdezhen highlights the power of emotional value in consumer behavior, where a 6 yuan chicken fillet is perceived to have a 600 yuan emotional value, showcasing the new flow of the digital age [2] Group 1: Emotional Economy and Consumer Behavior - The "Chicken Brother" case exemplifies the emotional economy, where consumers are willing to pay a premium for experiences that provide joy and emotional resonance, as evidenced by an 11.1% increase in restaurant revenue during the National Day holiday, surpassing the growth rate of product sales [4] - The success of "Chicken Brother" is attributed to three underlying logics: the contrast of urban and artisanal scenes, emotional resonance with customers, and the creation of social currency through shareable content [3] Group 2: Localized Business Strategies - "Chicken Brother" has effectively utilized localized social engagement by consistently operating at the same school for five years, fostering a sense of community and regional pride [5] - The ability to transform everyday experiences into replicable content symbols, such as humorous interactions and relatable gestures, has made "Chicken Brother" a perfect fit for the short video era [5]