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 successfully penetrated various tourist markets across China by appealing to young consumers' gift-giving anxieties, despite its lack of local authenticity [11][31][60]. Group 1: Brand Strategy and Market Positioning - "Qingzhi" has adopted a standardized product and marketing approach, allowing it to replicate its store design and product offerings across multiple cities, creating a perception of local specialty [11][12][60]. - The brand's marketing strategy leverages the notion of "must-buy" local products, which resonates with young consumers looking for unique gifts, despite the products being identical across locations [30][59]. - The pricing strategy positions the hand creams at around 50-128 yuan, appealing to consumers' desire for affordable yet thoughtful gifts [51][53]. Group 2: Consumer Behavior and Market Trends - Young consumers experience "gift anxiety," leading them to seek out products that appear unique and locally sourced, which "Qingzhi" capitalizes on through its branding [31][32]. - The traditional uniqueness of local specialties is diminishing due to the prevalence of e-commerce, making it challenging for consumers to find truly unique gifts [32][33]. - The blurring lines between souvenirs and practical gifts have made hand creams an attractive option, as they are perceived as useful and suitable for a wide audience [38][39]. Group 3: Profitability and Business Model - The production cost of hand creams is relatively low, with estimates around 5-8 yuan per unit, allowing for high profit margins when sold at retail prices [43][53]. - The business model benefits from high foot traffic in tourist areas, enabling "Qingzhi" to maintain a high pricing strategy while keeping operational costs low through standardized store designs [48][54]. - The franchise model allows for rapid expansion with minimal initial investment from franchisees, further enhancing profitability [73][75]. Group 4: Competitive Landscape and Challenges - The success of "Qingzhi" has led to a surge of competitors entering the market, many of whom replicate its branding and product offerings, leading to market saturation [66][70]. - As competition increases, the novelty of "Qingzhi's" offerings may diminish, potentially impacting consumer interest and sales [75][76]. - The brand's reliance on a standardized model may pose risks as consumer preferences shift towards more personalized and unique experiences in tourism [76].