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]

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].