老板会自称「主理人」的店，啥都敢涨价、规矩比服务还多

Core Viewpoint - The article discusses the evolving perception of the term "主理人" (zhǔ lǐ rén), which originally denoted a trendy and sophisticated image associated with small business owners in urban areas, but has now become a target of ridicule as it spreads to lower-tier cities and is often used to describe ordinary service roles [4][42][90]. Group 1: Definition and Origin - The term "主理人" emerged with the rise of e-commerce, where individuals began to self-brand as they managed all aspects of their businesses, from design to sales [80]. - Initially, it was associated with trendy urban shop owners who had a strong personal brand linked to their products, contrasting with traditional shopkeepers [82][84]. Group 2: Cultural Shift and Ridicule - The concept has shifted from a symbol of sophistication to a source of mockery, especially as it has infiltrated smaller cities where the term is applied to less glamorous businesses [42][90]. - Social media has amplified this ridicule, with content creators producing videos that highlight the absurdity of self-proclaimed "主理人" in less fashionable contexts [16][28]. Group 3: Characteristics of "主理人" Shops - Many "主理人" shops are characterized by arbitrary rules, such as requiring reservations or having minimum spending, which frustrates customers [30][33]. - There is a noticeable disparity in service quality, where regular customers receive less attention compared to familiar patrons, further fueling the perception of elitism [35][37]. Group 4: Market Dynamics - The article notes that the rise of "县城主理人" (county-level "主理人") reflects a broader trend where traditional business models are being rebranded to fit a more modern, albeit superficial, narrative [75][76]. - Many of these new "主理人" are young individuals with urban experiences, attempting to introduce more sophisticated business concepts to their hometowns, but often falling short of the expected standards [57][69]. Group 5: Consumer Response - Consumers are increasingly skeptical of the "主理人" label, often questioning the value and quality of products offered at inflated prices, leading to a backlash against perceived pretentiousness [46][88]. - The article concludes that while the term "主理人" may have lost its original allure, many small business owners continue to operate effectively without fully embracing the label [91][94].