排队13小时吃鱼？烤匠们的“饥饿游戏”能玩多久

Core Viewpoint - The article discusses the phenomenon of long queues for the Chengdu grilled fish brand "Kao Jiang" in Shanghai, highlighting the implications of such popularity on consumer experience and brand sustainability [1][3][12]. Group 1: Queue Phenomenon - "Kao Jiang" experienced extreme queue times, with reports of up to 13 hours on its opening day in Shanghai, and over 6,300 tables registered for the next day [1][4]. - The long wait times have led to the emergence of "queue scalpers," with reports of scalpers earning over 1,000 yuan per day by selling queue numbers [2][7]. - Social media discussions reflect mixed sentiments, with some consumers expressing relief at avoiding the hype, while others criticize the marketing tactics reminiscent of past fleeting internet-famous brands [2][12]. Group 2: Marketing and Consumer Experience - The brand's marketing strategy includes pre-opening promotions, celebrity endorsements, and social media buzz, which have contributed to its initial success [7][12]. - However, the long wait times have negatively impacted consumer experience, leading to mixed reviews about the food quality and overall satisfaction [11][13]. - Consumers have reported that the actual dining experience does not always meet the high expectations set by the lengthy wait, with some dishes receiving average ratings [11][13]. Group 3: Long-term Sustainability Challenges - The article raises concerns about "Kao Jiang's" ability to maintain its popularity beyond the initial hype, questioning whether it can avoid the fate of other fleeting internet-famous brands [3][19]. - The brand's reliance on marketing and the "first-store economy" may pose risks as consumer curiosity wanes, leading to challenges in product differentiation and innovation [16][17]. - Historical examples of similar brands illustrate a common trajectory of initial success followed by a decline in consumer interest, emphasizing the need for "Kao Jiang" to build lasting brand loyalty and product quality [17][18].