为什么日本车站里的甜品店每周都换？

Core Viewpoint - The article discusses the unique concept of "limited-time dessert shops" in Japan, particularly at train stations, highlighting how this model has evolved and its cultural significance in attracting customers through novelty and seasonal offerings [7][21]. Group 1: Concept and Evolution - The idea of rotating dessert shops at train stations is rooted in Japan's cultural affinity for "limited-time" products, which creates a sense of scarcity and new experiences for consumers [7][21]. - The emergence of these dessert shops can be traced back to the privatization of Japan's national railways in 1987, which led companies to seek new revenue streams beyond ticket sales [11][12]. - JR East's "ecute" brand, launched in 2005, marked the beginning of integrating commercial spaces within train stations, paving the way for the later development of limited-time dessert shops [13][15]. Group 2: Market Dynamics - The success of "ecute" demonstrated the commercial potential of train stations, inspiring other private railway companies to explore similar concepts, leading to the establishment of Sweets Mode and Sweets Box in 2007 and 2008, respectively [17][18]. - The appeal of desserts lies in their ability to provide a small luxury in daily life, especially during economic downturns, making them a popular choice for consumers seeking happiness [21][22]. - The rotating nature of these dessert shops keeps the offerings fresh and engaging, encouraging repeat visits from customers who are eager to try new products [21][22]. Group 3: Business Strategy and Impact - Over 900 dessert shops participate in this rotating model, allowing brands to test new markets and gather customer feedback with minimal investment [22][25]. - The limited-time nature of these shops creates a sense of urgency and excitement, benefiting both the train stations and the brands involved [25][26]. - The article emphasizes the innovative marketing strategies employed by Japanese train companies, which differ significantly from more traditional approaches seen in other markets [35][36].