本文来自微信公众号：游戏启示录，作者：南瓜，编辑：姚甘娜，题图来自：AI生成 你看，这和"独立游戏制作人"的逻辑似乎是相通的，独立游戏制作人和玩家之间，也不仅仅是单纯的"Play"关系，背后还共享了一套关于艺术、文化品位 的叙事。 "你觉不觉得现在提到独立游戏制作人，跟主理人似的？" "什么意思？" 制作人不仅是游戏开发者，也是作品所传达的精神的塑造者，通过将自己的审美和文化积累转化为游戏作品来获取收益。玩家更多是对制作人"人"的认 可，从而购买作品。 比如许多独游开发者在只有一个demo，甚至只有一个ppt的时候，也能得到一笔众筹的启动资金，同时还收获了第一批粉丝和测试员。 当然，前提是讲清楚自己要做一个什么样的游戏，为什么要做这样的游戏，并得到一定玩家的认可。 "就是早期本来挺专业一个词，结果被一部分人玩儿坏了，风评严重受害。" 实际上，起初"主理人"是为了和一般的"老板""店主"区分开来，而打造的一个相对精致高端的姿态。 主理人集创意、决策、运营、乃至品牌背后的文化精神于一身，是品牌的一种人格化，也是品牌核心竞争力的一部分。 换句话说，主理人和消费者之间，不只是单纯的消费关系，而是在寻求一种小众文化品位 ...

Core Viewpoint - The term "主理人" (zhuli ren) has transitioned from a trendy label in the fashion industry to a subject of ridicule, indicating a shift in public perception and its perceived value in the market [1] Group 1 - The concept of "主理人" was initially embraced for its stylish and elite connotations, attracting a following among consumers [1] - Recently, the term has faced backlash, suggesting that it has become overused and lost its original appeal [1] - The evolution of the term reflects broader trends in consumer behavior and the fashion industry's response to changing tastes [1]

Core Insights - The term "主理人" (principal) is losing its appeal among consumers, particularly in the food industry, as they increasingly reject the high prices and perceived lack of service associated with these establishments [1][3][9] - Initially, these "主理人" shops attracted young consumers by offering a sense of connection and emotional value, but this sentiment has shifted as consumers find the prices unjustifiable compared to competitors like 瑞幸 (Luckin Coffee) [3][6] - The concept of "主理人" is often misapplied, with many individuals lacking the necessary expertise and professionalism, leading to consumer dissatisfaction [4][6][10] Industry Trends - The rise of "主理人" shops has led to a perception of inflated prices without corresponding quality, as many of these establishments prioritize branding over product excellence [7][9] - The overuse of the term "主理人" has diluted its meaning, causing consumer backlash as they encounter a lack of genuine expertise and product differentiation [7][10] - The current trend indicates a shift towards consumers preferring authentic, knowledgeable individuals over those who rely on personal branding without substantial product quality [10][11] Future Outlook - The future of "主理人" will depend on the ability to provide specialized services and high-quality products that can rebuild consumer trust [11][12] - The industry may see a cleansing of inauthentic "主理人" as consumers demand more from their interactions with brands [12]

Core Viewpoint - The term "主理人" (zhǔ lǐ rén) has shifted from a prestigious title in the fashion and culinary industries to a subject of ridicule, reflecting a broader consumer backlash against pretentious marketing and service experiences [9][14][61]. Group 1: Evolution of the Term "主理人" - Originally, "主理人" referred to a creative director or brand manager, symbolizing a high-status role in brand culture [8][15]. - The term gained popularity in China as a sophisticated alternative to "small business owner," but its overuse led to a dilution of its meaning [18][19]. - The proliferation of the term in the food and beverage industry has resulted in absurd titles that confuse consumers about the actual offerings [23][26]. Group 2: Consumer Backlash - Consumers have reacted negatively to the pretentiousness associated with "主理人," leading to a trend of mocking the term on social media [31][55]. - Common complaints include condescending service, excessive rules, and a double standard in customer treatment, which have turned the dining experience into a test of cultural knowledge rather than a simple transaction [33][35][38]. - The expectation for genuine experiences has increased, with consumers preferring authenticity over inflated identities [40][46]. Group 3: Market Dynamics - The rise of low-cost coffee options has shifted consumer expectations, making them less willing to pay premium prices without clear value [40][42]. - The coffee market in China has expanded significantly, with over 380,000 stores and a growth rate exceeding 15%, but not all establishments are profitable [45]. - The trend of "消费降级不降质" (consumption downgrade without quality downgrade) indicates a shift towards value-driven purchasing behavior among younger consumers [46][59]. Group 4: Future of the "主理人" Concept - The survival of businesses in this new landscape will depend on their ability to provide transparent, stable experiences and genuine value [59][61]. - The industry may see a bifurcation where only those who maintain quality and authenticity will thrive, while others may face closure [59][62]. - The emphasis on emotional and cultural value in consumer spending suggests that brands must focus on real connections rather than superficial identities to succeed [59][62].

Core Perspective - The rise of the term "主理人" (main operator) reflects a shift in the mindset of the younger generation, who seek independence, innovation, and self-worth in their work, moving away from traditional employment models [1][2] Group 1: Emergence of "主理人" - The term "主理人" has gained popularity among young entrepreneurs, symbolizing their desire to break free from conventional job roles and create unique consumer experiences [1][2] - Young operators are redefining business spaces, integrating multiple functions such as learning experiences in cafes and combining different entertainment formats in venues [2] Group 2: Community Building - "主理人" fosters a new type of community based on shared values, transforming consumers from mere buyers into active participants and co-creators [3] - The cultural expression and lifestyle transmission inherent in "主理人" businesses create a more engaged and loyal customer base [3] Group 3: Criticism and Challenges - The identity of "主理人" has faced dilution, with some individuals misusing the title for marketing purposes without delivering quality products or services [3][4] - There is a growing trend of "pseudo-main operators" who lack genuine brand planning and quality, leading to consumer skepticism [4] Group 4: Shift in Attitude - Some young entrepreneurs are adopting more humble titles to focus on product quality rather than the allure of trendy labels, aiming to regain consumer trust [4] - The emphasis on sincerity and product excellence over superficial branding is becoming increasingly important in the competitive landscape [5]

Core Viewpoint - The term "主理人" (zhǔ lǐ rén) has experienced a significant reversal in public perception, transitioning from a symbol of personal branding and creativity to a term associated with elitism and poor customer service [1][2][4]. Group 1: Customer Experience - Customers have reported negative experiences in "主理人" establishments, citing issues such as unapproachable staff, high prices, and poor product quality [1][2]. - Specific complaints include the requirement for reservations, restrictions on photography, and a minimum spending policy, which contribute to a sense of exclusivity and unwelcoming atmosphere [2][3]. Group 2: Definition and Evolution of "主理人" - The term "主理人" originated from the American television industry, referring to showrunners who oversee creative processes, and has since evolved to describe brand operators in creative industries [2]. - The concept has been embraced by young entrepreneurs who view themselves as curators of aesthetic and brand identity, but this has led to a dilution of the term's value as many unqualified individuals adopt the title [3][4]. Group 3: Changing Consumer Perspectives - Young consumers are increasingly critical of the "主理人" narrative, asserting their own definitions of beauty and quality, which diverge from the perspectives offered by these brand leaders [4][5]. - The internet has provided a platform for consumers to express their views on what constitutes good service and quality, leading to a backlash against the elitist attitudes of some "主理人" [4]. Group 4: Recommendations for Improvement - Experts suggest that "主理人" should engage more with the community and adapt their offerings to meet local needs, thereby bridging the gap between niche branding and broader consumer appeal [5]. - There is a call for "主理人" to lower their barriers and foster dialogue with customers, which could enhance their relevance and acceptance in the market [5].

Core Concept - The term "主理人" (zhǔ lǐ rén) has evolved from a translation issue related to the Japanese term "ディレクター" (director), which originally referred to a guide and has expanded in meaning over time to denote various leadership roles in different contexts [2][4][10]. Group 1: Origin and Evolution of the Term - The term "主理人" is derived from the Japanese translation of "director," which has a broader meaning than just "film director" [2][10]. - The term has historical roots in Latin, where "director" originally meant "guide," and has since been adapted in various professional contexts [4][5]. - The term gained popularity in the 1990s with the rise of street culture in Japan, where it was used to describe brand creators and leaders in the fashion industry [8][9]. Group 2: Cultural and Social Implications - "主理人" is closely associated with street culture, fashion, and celebrity branding, often used to describe individuals who lead their own brands or creative projects [11][12]. - The term has become a marketing tool, creating an image of exclusivity and high standards, despite the lack of formal qualifications required to claim the title [18][19]. - The proliferation of the term has led to a backlash, as many consumers perceive it as pretentious and disconnected from the actual work being done [16][20]. Group 3: Current Trends and Consumer Perception - As of 2023, the term "主理人" has expanded beyond niche markets, becoming commonplace across various industries, leading to a saturation of the title [15]. - The rise of "主理人" has resulted in a disconnect between the perceived high status of the title and the actual simplicity of the roles it describes [17][19]. - Consumers are increasingly skeptical of the "主理人" label, preferring straightforward descriptions of roles and responsibilities over inflated titles [20][21].

Group 1 - The term "主理人" (main person) is widely used across various industries, including the stand-up comedy scene, coffee shops, and bars in Shanghai [1][3] - The role of a "主理人" is ambiguous, with no clear definition whether it refers to a boss, partner, or manager [2][3] - The term can be applied to various positions within organizations, suggesting a flexible interpretation of roles and titles [3][4] Group 2 - The author expresses a preference for the term "主理人," indicating that it can be used for various roles, including legal positions and leadership titles [3][5] - There is a critique of the notion that certain titles should be reserved for specific individuals, arguing against a rigid hierarchy in naming conventions [5][6] - The term "假精致" (false sophistication) is mentioned, indicating that some view "主理人" as a representation of this concept, leading to its negative perception [6][7]

Core Viewpoint - The term "主理人" (zhǔ lǐ rén) has become a popular buzzword in the food and beverage industry, often used to describe restaurant owners or operators who emphasize a unique, high-end experience, but this trend is facing backlash as consumers begin to see through the pretentiousness associated with it [1][10][20] Group 1: Popularity and Usage of "主理人" - The term "主理人" has gained immense popularity, with discussions on social media exceeding millions, often humorously critiquing the concept as a sign of small business owners trying to elevate their status [6][8] - The term has evolved from its original meaning, which represented quality-focused, niche operators, to a more diluted version that is often associated with pretentiousness and inflated self-importance [10][17] Group 2: Consumer Backlash and Criticism - Consumers have started to "de-mystify" the term "主理人," identifying two main truths: the pretentious behavior of some operators and the excessive rules that create a negative dining experience [10][11] - Common complaints include arrogant attitudes, excessive rules for dining, and a lack of basic service awareness, leading to a perception that many "主理人" establishments prioritize image over quality [11][12][13] Group 3: Market Dynamics and Future Implications - Many establishments labeled as "主理人" are criticized for high prices paired with mediocre products, leading to a disconnect between consumer expectations and actual offerings [15] - The proliferation of the term has resulted in a market where genuine quality-focused operators are reluctant to use the title, as it has become synonymous with superficiality rather than authenticity [17][20]

Core Viewpoint - The article humorously discusses the absurdity of modern life and social interactions, particularly focusing on the concept of "主理人" (main person in charge) in various contexts, including workplace dynamics and personal relationships [42]. Group 1 - The term "主理人" is used to redefine roles in the workplace, suggesting a humorous take on ownership and responsibility among young professionals [42]. - The article highlights the absurdity of social expectations and interactions, using exaggerated scenarios to illustrate the humor in everyday life [10][12]. - There is a playful critique of consumer culture, particularly in the context of food and beverage preferences, showcasing a blend of sophistication and absurdity in modern consumption [9][12]. Group 2 - The article reflects on the identity crisis faced by young workers, using humor to address feelings of inadequacy and the pressure to perform in professional settings [42]. - It emphasizes the importance of humor as a coping mechanism for dealing with workplace stress and societal expectations [42]. - The narrative includes various humorous anecdotes and comments from readers, creating a community of shared experiences and laughter [8][10].