Chapter 26 Second-line famous brand

If restaurants look more and more like Outlets, then the items sold in restaurants will inevitably look more and more like designer fashions. In addition to red wine, chewing a piece of meat, eating a dish, and swallowing a soup, it is hard to say that eating and drinking are also symbolic consumption, but I still found that there are still some foods that have been infected by famous brand fashions, and a series of The brand-name sub-line product, Young line.For example, "crayfish" is to lobster, "nine-hole abalone" is to abalone, fresh abalone is to dried abalone, and so on.That

such as Emporio ARMANI or Armani Exchange to GIORGIO ARMANI, DKNY Jeans to DKNY, Miu Miu to Prada, and so on. Lobster (Lobster), lobster (Palinura), is a large seawater shrimp, belonging to the genus Lobster, Crustacea Decapod, Arthropoda, and also reptiles.The body length is generally between 20 cm and 40 cm, and the weight is about 0.5 kg. It is the largest type of shrimp.The frontal horns are underdeveloped, and the legs are not pincer-shaped. They are distributed from shallow coral reefs to deep seas.Crayfish (crayfish), crayfish (Astacidea), there are freshwater species and seawater species, most of which are common in field ditches are American crayfish (Procambarus clarkii). And small, the first pair of legs are extremely developed, similar to crab claws; the shell color is bright, blood red; often inhabits in mountain streams and nearby rivers - but in terms of brand and brand consumption, the above biological The difference is not important, its importance is determined by the following two: First, the semantic level: between "lobster" (including "Australian lobster" or "Ise lobster") and "crayfish" There is a high degree of homogeneity in word formation (symbols)—in a word, both are "lobsters". No matter in terms of meaning or appearance, the biggest difference is obviously only the length and size of the volume.Second, the economic level: After "lobster" and "crayfish" are cooked separately, the retail price difference between the two is very different.This difference is basically not difficult to understand for those who have never spent money on lobster and crayfish in restaurants, as long as they have a general understanding of the prices of GIORGIO ARMANI and Armani Exchange in their respective stores.Therefore, in addition to the more popular "Ma Xiao", the name of crayfish in restaurants can also be pronounced as Lobster Jeans, Emporio Lobster or Lobster Exchange.That is to say, "small lobster" is not "smaller lobster" and "big lobster". The difference in value between "small walnut" and "big walnut" or "small wonton" and " "Little ravioli", for the same reason, you can't distinguish an Armani Exchange coat from another GIORGIO ARMANI shirt by length or thickness.

The same goes for abalone.Although Jipin abalone, net abalone, hema abalone, fresh abalone or Jiukong abalone (including frozen abalone and canned abalone) are collectively referred to as "abalone" in Chinese, although their biological difference is not as good as "lobster". It is as obvious as "crayfish", but the differences in their price, cooking, taste and other aspects are also very different.The expensive abalone that only Chinese people love to eat and can make is usually produced in Japan’s Iwate, Chiba and Kiomori prefectures. In addition, the post-production technology after fishing is generally only mastered in the above three In the hands of a few local professionals (the so-called "dried abalone" is by no means as simple as just throwing a fresh abalone just out of the water on the sunny beach and drying it for seventy-seven forty-nine days, The main process of post-production of abalone is: first shell the fresh abalone, then soak it in salt water, then boil it in salt water, bake it with charcoal fire, bake it until it is 50% dry, and then dry it in the sun until it is 90% dry. , It will take several months to complete all the processing procedures. Although the weight of dried abalone is only one-tenth of that at that time, the price in the Chinese market has soared by at least ten times. The price is sky-high (strangely, the Japanese themselves are not accustomed to dried abalone).

As for fresh abalone, not only is it produced in a wide range of production areas, but it is also produced in the United States, Australia, South Africa, mainland China and Taiwan, and the price is also very popular, although both dried and fresh abalone are called "abalone". Lobster and crayfish, dried abalone and fresh abalone, GIORGIO ARMANI or Emporio ARMANI, all show a high degree of isomorphism from semantics to marketing strategies and consumer psychology: 1. The two products are both legal and respect some common sense or customs two, two products with the same subject have two very different prices in the case of legality and respect for another part of common sense or custom; three, the symbols and prices of mainline products continue to exist and Under the same circumstances, once the sub-line products are owned, the owners generally feel very happy-"The prices of many second-line brands of famous brands are astonishingly low. Every time I open those exquisite price tags, the wonderful feeling is like the coming of first love. "A female petty bourgeoisie wrote this on the Internet.

This wonderful feeling of first love can also be obtained through the consumption of products such as PHS ("first-line brand" is GSM or CDMA mobile phones), foot washing ("first-line brand" is sauna), and the hyper-assumed countless Unrestricted warfare ("first-line brand" is electronic warfare, etc., are all atypical forms of typical products.)