长按识别二维码 an 剧本杀火爆后，又有新的玩法问世，当玩家和DM（主持人）参与恋爱主题剧本时，"恋陪"生意诞生 了，不仅仅是"恋陪"，如今陪游客爬山、陪滑雪等服务层出不穷，情绪价值服务究竟商业潜力有多大？ 哪些消费者愿意为此买单？ 欢迎点击 阅读原文 ，或扫码，参与调查问卷。 情绪价值消费调查问卷： 你会选 择恋陪吗? ...

Core Insights - The rise of "main operator brands" is driven by consumer demand for personalized and high-quality experiences, emphasizing brand stories, values, and cultural significance [2][3] - These brands are characterized by their unique positioning and innovative business models, becoming essential components of retail and commercial spaces while fostering emotional connections with consumers [3] Industry Overview - Main operator brands initially gained popularity in niche markets such as streetwear and music, but have since expanded into various sectors including retail, dining, entertainment, and home goods [3] - Examples include: - Qianyuan Qipao in Nanjing, a heritage brand for traditional Qipao [3] - "Yangying's Fire Pit," evolving from a youth hostel to a bar that combines folk music and bonfire experiences [3] - MOF Girls' Department Store, established in 2020, now boasts over 2 million loyal fans [3] Restaurant Sector - Metal Hands Coffee, founded in Beijing in 2016, has gained international recognition, ranking 38th among the world's best cafes [4][6] - Jumping Sea Tavern, launched in 2019, has rapidly expanded to 41 locations across 16 cities, with plans to double its store count by mid-2024 [7][9] - Bistro Strong, known for high-quality lamb dishes, has been featured in the Michelin Guide for three consecutive years [10][12] - Nongfu, focusing on "Asian light meals," has established 12 locations, primarily in Shenzhen [13][15] Retail Sector - 1807, a lifestyle brand founded in 2015, has over 200 million fans and operates 30 stores, with plans to open an additional 10-15 by 2025 [16][18] - Badmarket, a trendy convenience store, has expanded from Guangzhou to multiple cities, gaining popularity among young consumers [19][21] - "Eat Tea Go," known for its original designs, saw a 259% increase in sales during a promotional period [23] - COCO ZONE, a high-end women's fashion brand, achieved a GMV of over 5 billion in 2023 and plans to integrate live retail with physical stores [24][26] Experience Sector - Super Monkey, founded in 2014, has over 260 locations, offering a unique no-membership fitness model [33][34] - LeKe Sports, with a focus on smart equipment and a multi-brand strategy, plans to expand to 2,000 locations by early 2025 [35] - Nai'erbao, a family-oriented entertainment brand, has opened 43 indoor parks across 21 cities, serving over 40 million families [36][38] - Yangying's Fire Pit combines live music with a unique social experience, expanding its presence in multiple cities [39][41] - Dongjiao Home, an O2O massage service platform, has over 30,000 registered technicians and plans to go public by 2027 [42][44] Commercial Insights - Main operator brands are rapidly emerging in the commercial sector, driven by unique cultural elements and personalized services [45] - Continuous innovation and deepening personalization are essential for maintaining competitiveness [46] - Digital marketing and online channel expansion are becoming increasingly important for brand visibility and consumer engagement [47] - Cross-industry collaborations can enhance brand appeal and market reach [48] - Emphasizing product quality and brand reputation is crucial for long-term success [49]

以下文章来源于新周刊 ，作者花瓢白 新周刊 . 中国最新锐的生活方式周刊。 贴钱上班、反客为主。 文 ｜ 花瓢白 编辑 ｜ 陆一鸣 来源｜ 新周刊（ID：new-weekly） 封面来源 ｜ P exels 最近，全国各地突然冒出很多线下的"假装上班公司"，就连"招聘帖"的文案也几乎是同一个模板： "如果你失业了，想瞒住家里人，可以来我这里假装上班。这边能提供工位，你可以在这里玩手机，我会定期巡视，让你有上班摸鱼的快感。我会假装给你 布置工作，你可以用任何理由拒绝，并把方案摔在我的办公桌上。一天只需要××元，'早10晚5'不用打卡，就算我求你加班，你也能头也不回地走掉。" 付费上班，给老板发工资，这种魔幻剧情终于在21世纪真实上演。这类公司收费30—60元/天，工作环境看起来和普通白领上班的公司无异，提供Wi-Fi、饮 用水、电脑、空调，有些还能包一顿午饭，如果是空间大一点的公司，"应聘者"甚至能加钱解锁在公司"加班通宵"的体验。 近年来，失业的年轻人为了鞭策自己或躲避家人的白眼，每天到图书馆或共享自习室假装上班的新闻已经不稀奇了，但如今看来，这些场所已经不能完全满 足年轻人的需求，一些人似乎摸到了这个风口， ...

Core Viewpoint - The emergence of "pretend work companies" reflects a new dynamic in the employer-employee relationship, where employees pay to simulate a working environment, highlighting societal pressures and the psychological need for identity and belonging in the face of unemployment [1][4]. Group 1: Business Model and Operations - "Pretend work companies" charge between 30 to 60 yuan per day, providing a workspace that mimics a typical office environment, complete with amenities like Wi-Fi, drinking water, and computers [2][6]. - These companies have rapidly expanded, with some establishing chain locations across major cities like Xi'an, Shanghai, and Shenzhen, indicating a low-cost and easily replicable business model [6]. - Some of these companies are set up in private residences, offering a range of facilities including meeting rooms and even the ability to issue "internship certificates" [6]. Group 2: Psychological and Social Aspects - The trend of pretending to work is driven by a psychological need among unemployed individuals to maintain a semblance of normalcy and social identity, as they seek to avoid the stigma of unemployment [3][8]. - Many individuals prefer these environments over libraries or shared study spaces, as they provide a more suitable atmosphere for professional activities like phone calls and meetings [7]. - The phenomenon is seen as a manifestation of "resting shame," where taking a break is viewed negatively, leading individuals to seek validation through simulated work [8]. Group 3: Unique Variations - A unique variant of this concept is exemplified by a farm-based "pretend work company" that offers a free space for individuals to relax and engage in light work, contrasting with the typical paid model [10][13]. - This farm aims to provide a supportive environment for those facing unemployment, allowing them to connect with others and share experiences without the pressure of financial costs [20][23]. - The farm's approach emphasizes emotional support and community building, rather than merely simulating a work environment, showcasing a different perspective on the "pretend work" concept [20][21].