【#苏工网语# |"主理人"泛滥，别被"头衔通胀"忽悠了】鸡排主理人、剧本主理人、宠物旅行主理 人……打开招聘软件，满眼都是"主理人"，仿佛一夜之间，所有工作都变得又潮又自由。但现实是，有 人顶着"主理人"头衔当上了真老板，有人却只是换个名字的销售，还有人连社保都没着落。这年头，头 衔通货膨胀比工资涨得快。"主理人"三个字，听起来像合伙人、创始人，自带光环，实际上可能只是企 业为了招人、留人、甚至省成本的"话术包装"。新业态兴起本是好事，但玩概念玩到劳动关系模糊，就 变味了。为什么企业爱用"主理人"？因为它暧昧——听着像创业，实则可能还是打工；看着像合作，实 际仍是雇佣。对年轻人来说，"主理人"满足了对身份认同和职业自由的想象；对企业来说，它可能成为 规避劳动合同、降低社保支出的灰色工具。双方各取所需，直到某天发生纠纷，才发现"主理人"在法律 上啥也不是。别被头衔忽悠了。你是真合伙人，还是新型打工人，关键不看称呼，而看几条硬核标准： 有没有出资？能不能分红？受不受考勤约束？公司给交社保吗？如果答案都是"否"，那很可能只是企业 给你画的一张饼，而你却在承担创业的风险、拿着打工的工资。更要警惕的是，"主理人"背后 ...

转自：北京头条 12月25日，上海市青少年研究中心、澎湃研究所、北京青年报发布"2025年度青年十大热词"。本次发布 的"2025年度青年十大热词"由上海市青少年研究中心旗下的热词监测AI实验室经过候选词抓取比选、热 度指数计算，综合推选和投票结果形成，分别是：韧性、具身智能、DeepSeek、情绪消费、主理人、 爱你老己、从从容容游刃有余、基础不基础、初代同事、"窝囊"旅游。 "年度青年十大热词"由上海市青少年研究中心去年首次发布。今年以来，该中心创设的热词监测AI实验 室持续追踪青年热词、热梗和网络流行语，借助大规模算法模型筛选青年文化和青年研究热点趋势，观 测开放变化的青年思潮和时代情绪。 本次发布的"2025年度青年十大热词"以上海市青少年研究中心《青少年网络观察》为基础，同时抓取小 红书、B站、新浪微博等社交平台上具有高讨论度、强互动性特征的热词、热梗和热门话题，借助人工 智能技术对热点热词充分挖掘梳理，形成多维度的热词语料库。在此基础上，综合微信指数、微博话题 阅读量、抖音话题播放量、小红书话题阅读量等多源数据，运用等权方法计算综合热度指数，衡量热词 的青年关注度和社会影响力。比选阶段形成的60余 ...

Core Insights - The topic "Xiaohongshu Crashed" gained significant attention on social media, highlighting issues with the platform's stability during peak traffic events, particularly during the Double 11 shopping festival [2] - Xiaohongshu has accelerated its commercialization efforts, including partnerships with major e-commerce platforms like Taobao and JD.com, to enhance its e-commerce capabilities [3][5] - The introduction of the "Market" button in the app signifies a new entry point for e-commerce, reflecting Xiaohongshu's shift towards a more structured e-commerce model [3][5] Commercialization Strategy - Xiaohongshu established a large commercial sector in August 2025, led by COO Conan, to deepen collaboration between commercial activities and transactions [3] - The "Red Cat Plan" and "Red Jing Plan" aim to integrate Xiaohongshu's platform with Taobao and JD.com, allowing seamless transitions from product discovery to purchase [3] - The new "Market" section resembles features found in Douyin and Kuaishou, focusing on content-driven e-commerce rather than aggressive price competition [5] E-commerce Development - Xiaohongshu's e-commerce journey began in 2014 but gained momentum in 2023 with successful live-streaming sales by native influencers [7] - The platform's e-commerce GMV is estimated to be around 400 billion, indicating significant growth potential compared to competitors [8] - Xiaohongshu is adopting strategies from Douyin and Kuaishou to enhance its e-commerce framework, including the introduction of "interest community" concepts [11][12] Influencer Economy - The success of influencers like Dong Jie and Zhang Xiaohui in live-streaming sales marks a pivotal shift in Xiaohongshu's e-commerce strategy [13] - The platform is promoting the concept of "curators" who understand lifestyle and have supply chain capabilities, expanding the influencer model [13] - Xiaohongshu's approach emphasizes building trust through personalized narratives, which is crucial for driving sales [14][16] Infrastructure Challenges - Xiaohongshu faces challenges in building a robust e-commerce infrastructure, including inventory, logistics, and payment systems [19] - The platform's average influencer follower count is lower than competitors, which may hinder its ability to compete on promotional offers [20] - Establishing a diverse and reliable inventory is essential for Xiaohongshu to enhance its competitive edge in the e-commerce space [27] Future Outlook - Xiaohongshu is at a critical juncture, needing to expand its e-commerce operations while maintaining its community-driven ethos [28] - The platform's focus on the "buyer economy" and influencer-driven sales is a strategic move to differentiate itself in a crowded market [28]

Core Viewpoint - The term "independent game developer" has evolved and is often misused, leading to a decline in its reputation, similar to the term "main person" in branding [1][26]. Group 1: Definition and Perception - The concept of "main person" combines creativity, decision-making, and cultural spirit, representing a brand's persona and core competitiveness [2]. - The relationship between independent game developers and players transcends mere consumption, seeking recognition and resonance with niche cultural tastes [3][4]. - Independent game developers are not just creators but also shape the spirit conveyed through their works, with players recognizing the individual behind the game [5]. Group 2: Industry Trends and Challenges - There has been a noticeable increase in independent game developers in recent years, with many individuals adopting the title for various reasons [12][13]. - Some developers use the title "independent game developer" to navigate social situations, especially when questioned about their career and income [14][15]. - The industry has seen a mix of genuine creators and those who misrepresent themselves, leading to skepticism about the authenticity of many claiming to be independent developers [20][21]. Group 3: Impact on Reputation - The rise of individuals who falsely claim to be independent game developers has contributed to a negative perception of the title, affecting the reputation of serious creators [25][26]. - Early successful independent games helped elevate the standard of domestic independent games, contrasting with the current dilution of the term due to misuse [26]. - There is a call for vigilance against those who merely label themselves as independent developers without substantial contributions, to prevent the term from losing its value [27].

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].