一杯咖啡99元，一个面包128元！“主理人”门店，一“死”一大片

Core Concept - The term "主理人" (Head or Designer) has evolved from a niche term in the streetwear scene to a broader concept in various industries, particularly in the new consumer brand sector, where young entrepreneurs aim to attract consumers with a sense of design and lifestyle [2][4] Group 1: Rise of the "主理人" Economy - The emergence of "主理人" stores has proliferated since 2016, with establishments ranging from cafes to creative spaces, as young individuals seek to establish themselves as lifestyle curators [2] - A notable incident that brought significant attention to this trend was a limited edition coffee priced at 6200 yuan, which went viral on social media [4] Group 2: Challenges and Failures - By 2025, many "主理人" stores, especially in Shanghai, began to close down, with numerous shops unable to sustain their rent, leading to a surge in storefront transfer listings [4] - Even small-town cafes faced financial difficulties, with some reporting daily revenues below 300 yuan and losses of up to 650,000 yuan before shutting down [5] Group 3: Consumer Experience and Perception - Common issues among these establishments included exorbitant pricing, poor service, and a negative consumer experience, leading to a perception of being in a private club rather than a welcoming cafe [5][7] - Many "主理人" emphasized their role as lifestyle guides rather than service staff, often using complex terminology to describe their products, which were frequently of average quality [7] Group 4: Shift in Consumer Behavior - A significant cultural shift occurred, with consumers expressing dissatisfaction with the "主理人" experience, leading to viral social media content that mocked the pretentiousness of these establishments [9] - The term "主理人" has transformed from a symbol of professionalism to a source of humor, as consumers began to parody the concept in various contexts [9] Group 5: Economic Viability and Trust Issues - The proliferation of "主理人" has led to a collapse of trust in the so-called "trust economy," as consumers found high prices and poor experiences unacceptable [13] - A report indicated that over 80% of young consumers now prioritize value for money and practicality over brand stories or concepts, making it difficult for the "主理人" economy to sustain itself [13] Group 6: Conclusion on the "主理人" Economy - The "主理人" economy, initially perceived as a trendy entrepreneurial venture, is criticized as a form of formalism that relies on concept packaging and social media hype, ultimately leading to its unsustainability [13][16] - As the market for these establishments contracts, many have closed without formal announcements, leaving consumers with no recourse for grievances [16]