景点里的护手霜店：毛利70%，到底哪些「冤大头」在买单？

Core Viewpoint - The article discusses the rise of a standardized hand cream brand named "Qingzhi," which has become a ubiquitous presence in tourist areas across China, appealing to young consumers' gift-giving anxieties while operating on a high-profit margin model [4][9][32]. Group 1: Brand Overview - "Qingzhi" operates a chain of hand cream stores that present themselves as local must-buy items in various cities, despite being a standardized product without local ingredients or craftsmanship [7][8]. - The brand has successfully expanded across numerous tourist attractions, creating a perception of local authenticity while maintaining a uniform product offering [6][8][9]. Group 2: Consumer Behavior - Young consumers experience "gift anxiety," leading them to seek out unique local products, which "Qingzhi" capitalizes on by marketing its hand creams as local specialties [26][31]. - The brand's packaging and marketing strategies resonate with young consumers, who often feel pressured to find meaningful gifts for friends and family [10][14][26]. Group 3: Profitability and Business Model - The hand cream category is characterized by low production costs and high retail prices, allowing "Qingzhi" to achieve significant profit margins, with gross profit rates exceeding 50% [32][41]. - The brand's operational model is designed for rapid expansion, with standardized store layouts and minimal inventory requirements, further enhancing profitability [41][42]. Group 4: Market Challenges - The success of "Qingzhi" has led to increased competition, with many imitators entering the market, resulting in a saturation of similar stores in tourist areas [48][58]. - As the novelty of "local must-buy" products diminishes, consumer interest may wane, posing a risk to the brand's continued success [58][59].