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].