刺猬公社 . 互联网内容行业观察与研究 以下文章来源于刺猬公社 ，作者刺猬公社编辑部 来源丨 刺猬公社（ID：ciweigongshe） 作者丨阿狸 编辑丨 陈梅希 "我亲手种的苞谷，终究成了我吃不起的玉米蛋挞。" 这几天，很多短视频都在拍一个玉米蛋挞转场到农民辛苦劳作种玉米的场景。台词写满了普通消费者 对高价烘焙品的极度不满。 一切都因为一块网红甜品 ——玉米蛋挞。在产地，一斤玉米的收购价在一元上下，但在烘焙店里，一 枚玉米蛋挞的最初售价高达 48 元。 4 月以来，玉米蛋挞的话题度不断攀升，仅在 5 月下旬，就已有 两次因价格登上微博热搜，小红书上甚至出现"玉米蛋挞事件分析"的搜索词条。 一个小小的网红玉米蛋挞引发了一场事件，同时掀起了物价争议和对立情绪。有人撰文《蛋挞经济 学，玉米的斤两称不出劳动的砝码》；有网友戏称，面包店和卤味店、奶茶店是现代三大奢侈品店。 消费者高涨的情绪之下，纵然有对物价的不满，但当矛头箭指一款烘焙甜品，实则指向的是行业性的 问题。 早在两年前， "面包刺客"就已是一个热词。 128 元一个的黑山吐司， 42 元一个的国王饼， 20 元一 盒的曲奇，烘焙的价格令不断消费者崩溃。 ...

Core Viewpoint - The rising price of corn egg tarts has sparked significant consumer dissatisfaction, highlighting broader industry issues related to pricing and consumer perception of value [2][4][27]. Group 1: Price Discrepancies - The purchase price of corn is around 1 yuan per pound, while a corn egg tart can sell for as much as 48 yuan each, illustrating a stark contrast in pricing [2][16]. - Different vendors have varying pricing for corn egg tarts, with some high-end shops charging between 20 to 48 yuan, while chain bakeries like Baoshifu offer them for about 8 yuan each [16][18]. - The cost of materials for a corn egg tart is estimated to be around 5-6 yuan, raising questions about the justification for higher retail prices [18]. Group 2: Consumer Behavior - The phenomenon of consumers flocking to try corn egg tarts reflects a common trend of following popular food items, often leading to disappointment when the product does not meet expectations [12][15]. - Social media plays a crucial role in driving consumer interest and trends, with the corn egg tart topic generating significant engagement on platforms like Douyin and Xiaohongshu [11][26]. - The perception of value is critical, as many consumers express dissatisfaction when the taste does not align with the high price they paid [15][27]. Group 3: Industry Trends - The emergence of corn egg tarts as a trending item is part of a cyclical pattern in the baking industry, where new products frequently replace previous favorites [7][32]. - The corn egg tart has become a significant draw for bakeries, with its popularity leading to increased sales and foot traffic [28][40]. - The baking industry is characterized by a mix of high-priced trendy items and stable, affordable products, with consumer sensitivity to price influencing purchasing decisions [33][34]. Group 4: Market Dynamics - The corn egg tart's rise in popularity is attributed to its novelty and the marketing strategies employed by bakeries, which often capitalize on social media trends [20][24]. - The sustainability of such trendy products is uncertain, as many do not maintain their popularity over time, leading to a potential return to more stable pricing for everyday baked goods [35][39]. - Successful long-term products in the baking industry often balance quality and affordability, moving away from the high-price trend to meet consumer expectations [40][43].

在大本营长沙，文和友"网红打卡地"的地位不倒。 "五一"期间，长沙文和友人流量预计达数万人次，较往常翻了一倍。只是，口碑滑落以及复 制困难，已如魔咒一般附身于这家餐饮文化服务商。 2月，坐落于太古汇裙楼的广州文和友提前结束租约，异地复制的第一站画上句号；深圳文和 友亦如是，仅有笨萝卜等少数商户与小吃摊，守护着这座"孤岛"。 离开长沙的文和友，慢慢隐入平凡，甚至成为一场曲折冒险。 "深圳多数商场及商业街区都配置较多的餐饮功能，餐饮综合体运营难度非常高，没有特色的 话就会走不远。"一位深圳商业地产从业着告诉记者。 作 者丨吴抒颖 编 辑丨骆一帆 陈晓平 广深碰壁 广深两家文和友，经历过短暂辉煌。 两店均开设于2021年前后，在试营业期间，广州文和友单日排队取号数，近3000桌；深圳文 和友首日排号数，更是超5万个，火热一时。 可惜，文和友在粤很快遭遇"水土不服"。 在广州，其前期引入的盲公丸、风筒辉烧烤、阿婆牛杂等当地老字号，一年之内陆续撤场。 历经多次调规后，最终年初彻底落下帷幕。 记者看到，广州文和友原址已覆盖上围挡，装修改造正在进行之中。 深圳超级文和友一度闭店改造，仍在维持运营，人流量已不复开业时之盛况。 ...

Group 1 - The article discusses the rise and fall of the internet celebrity brand Jiangxiaobai, which aimed to become "the first bottle of liquor for young people" through emotional marketing but faced challenges due to quality issues and changing consumer preferences [1][3][8] - Jiangxiaobai initially gained popularity by breaking the traditional image of liquor with its 100ml small bottles and low alcohol content, targeting the younger demographic and leveraging social media for marketing [3][5] - From 2013 to 2019, Jiangxiaobai's revenue skyrocketed from 50 million to 3 billion, capturing 20% of the small bottle liquor market, but the novelty wore off, leading to a significant decline in market share [5][6][12] Group 2 - After experiencing a drop in sales and market presence, Jiangxiaobai shifted its focus to fruit wines like "Meijian" and "Guolifang" to attract young consumers again, but the effectiveness of this strategy remains uncertain [1][8][13] - The brand's marketing strategies have faced backlash, including a controversial campaign that was criticized for being disrespectful to women, highlighting the risks associated with relying heavily on marketing [8][11] - Despite attempts to reposition itself in the low-alcohol beverage market, Jiangxiaobai faces stiff competition from established brands and a crowded market, making its future growth prospects challenging [15][16][18]

一些人为博取关注，在网络帖文中刻意隐瞒隧道禁止行人进入的事实，甚至提供"约拍"服务，将他人生 命安全当作流量变现的筹码。平台仅标注"危险行为、请勿模仿"，却未采取真正有效的措施阻断传播链 条；部分网友心存侥幸、无视法律……这些因素共同造成了这类违法行为的发生。 爬桥梁护栏、坐铁轨、爬火车车厢……为追求"出片"、博取流量而忽视安全的行为并不少见，有的人为 此付出了惨痛的代价。一男子按所谓"网红打卡攻略"介绍的方法进入南京西站，攀爬列车时被高压电弧 灼伤；315国道上，行人占道拍照也引发过多起交通事故。 这些案例警醒我们：不能让氛围感侵占安全感，对生命的敬畏需要被唤醒。安全和"出片"孰轻孰重，公 众心中应有明确判断。一些高点击量的"网红打卡"照，付出的代价可能是现实中无法挽回的伤痛与遗 憾。拍摄"人生照片"的想法没有错，但一定要提高风险意识，不要为此"赌上人生"。 在追求美与个性表达的道路上，我们要时刻牢记，没有什么比生命安全更重要 上海新华路隧道明令禁止行人和非机动车进入，却成为网红拍照打卡点。有的博主在夜晚进入隧道，只 为拍出有氛围感的照片。针对这一交通违法行为，交管部门已开展专项整治。但在社交平台搜索"电影 ...

整理 | GLP1减重宝典内容团队 "这些药物并非灵丹妙药。它们不会立即改变你的习惯或生活方式，"她指出。 Janelle Rohner 通过记录自己的减肥历程，在社交媒体上积累了大量粉丝。她分享了一些非常规的减肥技巧，比如用甜椒代替三明治面包，并 开设了一门售价 200 美元的宏量营养素课程。 然而，当她最近透露自己减肥的部分原因是使用 GLP-1 药物时，网友们迅速反应强烈，批评之声不绝于耳。 "如果你在使用 GLP-1 药物的同时推销减肥方案，就需要坦诚相告，"一位评论者在 Rohner 披露自己使用该药物的 YouTube 视频下写道。"服 用 GLP-1 药物本身不是问题，问题在于不公开信息就推销课程。" 这些强烈反对凸显了网红与受众之间脆弱的关系，信任至关重要，真实性也受到严格审查。这也凸显了 GLP-1 药物在健康和饮食领域日益重 要的颠覆性作用。 点击关注，追踪最新GLP-1资讯 这段视频通过她拥有超过500万粉丝的TikTok频道进行推广。在视频中，罗纳承认公开谈论自己的决定非常困难。 "关注我一段时间的朋友们都知道，我什么都试过了——生酮饮食、宏观追踪、锻炼、改变生活方式。我一直对哪些方法 ...

Core Viewpoint - The rise of rural kiln-baked bread shops has become a new trend in the dining industry, attracting urban consumers seeking unique experiences and flavors [1][4]. Group 1: Market Trends - A new wave of rural kiln-baked bread shops has emerged across various regions in China, leveraging social media for popularity [1][4]. - These shops typically offer European-style bread and coffee, with average consumer spending ranging from 30 to 50 yuan [1]. - The ambiance and scenic locations of these shops contribute significantly to their appeal, often situated in picturesque rural areas [4][7]. Group 2: Business Performance - The "He Bian Bian Kiln-Baked Bread House" in Longwan Village has seen rapid success, often selling out its products shortly after baking [1][3]. - Other notable examples include "You Ren Sen Lin Bread Shop" in Pengzhou, which received over 10,000 visitors in 2024, and "Yi Zhi·Xi Pan Kiln-Baked Bread" with daily sales of around 300 units [5][6]. - The unique baking method at these shops, using high-temperature kilns, results in a distinct texture and flavor that appeals to consumers [7][9]. Group 3: Consumer Sentiment - While many consumers appreciate the atmosphere, there are concerns regarding the value for money, with some expressing dissatisfaction over the pricing relative to the quality [9][11]. - The novelty of these shops may be waning, as indicated by a decrease in consumer interest over time, suggesting a need for continuous innovation to maintain customer engagement [12][13]. Group 4: Competitive Landscape - The popularity of rural kiln-baked bread shops has led to increased competition, with new entrants rapidly emerging in the market [11]. - As the market becomes saturated, established shops must differentiate themselves through product quality and unique experiences to retain customer loyalty [12][13].

如果你希望网红营销支出可以直接带来可衡量的销售，那么可以从整个网红营销漏斗的角度思考，这里 研究人员将其描述为四个不同层级：网红的总粉丝数（受众）、看到赞助帖的粉丝（印象）、与赞助帖 互动（点赞、评论和回复），以及发帖带来的收入。研究发现，就成本而言，纳米级网红始终优于大网 红。 收集购买数据。无论与哪类网红合作，我们都希望能将赞助帖与购买直接联系起来。这点可以通过优惠 券代码、能体现客户来源的追踪链接，甚至独特发布的800个数字号码来实现。 大网红的协议一般不允许较小的DTC品牌查看与广告或内容展示次数相关数据之外的信息。如果决定与 大网红合作，你就需要保证他们愿意并且能够提供追踪信息，以此确定他们的帖子是否真的可以带来购 买。有些大网红不会这样做，而粉丝数量在1万至10万的小网红（micro influencers）和纳米级网红可以 提供各种规模和类型的受众，直接与你合作，让你更了解活动效果。 不少人认为"网红营销"(Influencer Marketing)就是明星大腕推销自己从来不用的产品。不过这个行业也 并非千篇一律：每个金·卡戴珊（Kim Kardashian）背后，都有没那么出名的博主在对直接触 ...

文 | 胡炜（新京报传媒研究院） 近日，知名美食博主"特厨隋坡"与前MCN机构的纠纷在社交媒体持续发酵，引发热议。 网红主播与MCN机构的恩怨由来已久，尤其近几年，随着短视频、直播等互联网内容生态的爆发式增 长，网红经济蓬勃发展，网红与MCN机构之间的利益冲突也日益凸显，纠纷不断涌现。 01 为何纠纷不断 在直播和短视频领域，MCN机构与网红之间的合作关系逐渐成为行业核心驱动力，然而，双方在利益 分配、内容控制、IP归属等问题上的矛盾频发，成为公众关注的焦点。 从李子柒与微念的IP归属纠纷、到董宇辉与东方甄选的利益分配博弈，再到如今MCN机构毫末与隋坡 的对战，双方的争议事件屡见不鲜、矛盾频发，凸显出网红产业发展十余年至今，其背后亟待解决的深 层矛盾。 利益分配不均 网红的影响力和商业价值随着粉丝数量和流量的增加而迅速提升，但MCN机构与网红之间的利益分配 机制往往未能及时调整，尤其当越来越多创作者逐渐意识到自身贡献与回报不对等时，双方的矛盾凸 显。 李子柒与杭州微念的纠纷中，微念作为早期的孵化者，负责品牌运营与商业化，包括电商、供应链管理 等，希望从IP的长期运营中获取更多收益，而专注于内容创作的李子柒则认 ...

证券研究报告 | 策略点评 2025 年 05 月 22 日 投资要点 分析师：孟之绪 执业编号：S0300524080001 电话： 邮箱：mengzhixu@ykzq.com 投资策略研究 粤开市场日报-20250522 今日关注 指数涨跌情况：今日 A 股主要指数多数收跌。截止收盘，沪指跌 0.22%，收报 3380.19 点；深证成指跌 0.72%，收报 10219.62 点；科创 50 跌 0.48%，收报 990.71 点；创业板指跌 0.96%，收报 2045.57 点。总体上，全天个股跌多涨 少，Wind 数据显示，全市场 4451 只个股下跌，882 只个股上涨，77 只个股收 平。沪深两市今日成交额合计 11027 亿元，较上个交易日缩量 707.55 亿元。 行业涨跌情况：今日申万一级行业除银行、传媒、家用电器外全部下跌，美 容护理、社会服务、基础化工、环保、房地产、电力设备等行业领跌。 板块涨跌情况：今日涨幅居前概念板块为银行精选、智能音箱、多模态模型、 央企银行、ChatGPT、网络游戏、K-12 教育、航空运输精选、Kimi、保险精 选、IGBT、中文语料库、短剧游戏、网红经济、央 ...