{
  "contentStorage": "postgres",
  "title": "网红美食 · Beziehungen",
  "description": "网红美食又称网红食品，指依靠社交平台流量在短期内出圈的食品，多以超大尺寸或奇特造型制造视觉反差，如脏脏包、固体杨枝甘露、超长蛋挞等，热度多快速消退。",
  "url": "/de/concepts/wanghong-meishi/relation.html",
  "entity": {
    "id": "concept_wanghong_meishi",
    "type": "concept",
    "title": "网红美食",
    "slug": "wanghong-meishi",
    "aliases": [
      "网红食品",
      "Internet-famous food"
    ],
    "summary": "网红美食又称网红食品，指依靠社交平台流量在短期内出圈的食品，多以超大尺寸或奇特造型制造视觉反差，如脏脏包、固体杨枝甘露、超长蛋挞等，热度多快速消退。",
    "status": "published",
    "categories": [
      "category-food"
    ],
    "tags": [],
    "sources": [
      {
        "id": "rmrb",
        "title": "网红食品，谁在为“新奇”买单？",
        "author": "孔德晨、孙匡毅",
        "url": "https://www.cnr.cn/mspd/sywzl/20261030/t20261030_527857180.shtml",
        "locator": "《人民日报海外版》2026-10-30，央广网转载"
      },
      {
        "id": "people",
        "title": "网红食品，谁在为“新奇”买单？（科普中国）",
        "url": "https://kpzg.people.com.cn/n1/2026/1029/c404214-40823615.html",
        "locator": "人民网科普中国 2026-10-29"
      }
    ],
    "createdAt": "2026-10-30T00:00:00+08:00",
    "updatedAt": "2026-10-30T14:42:44+08:00",
    "updatedBy": "user:admin",
    "revision": 4,
    "body": "网红美食（也常称“网红食品”）指依靠社交平台流量在短期内迅速出圈、引发排队与打卡的食品。[^people] 这类产品往往以“超大尺寸、奇特造型”的视觉反差先于口味抓人，近年的例子有[[concept_dirty_bun|脏脏包]]、[[concept_naipizi_tanghulu|奶皮子糖葫芦]]、[[concept_solid_yangzhi_ganlu|固体杨枝甘露]]和60厘米[[concept_extra_long_egg_tart|超长蛋挞]]。[^rmrb]\n\n## 特征\n\n新奇感促成首次购买，消费者买到的不只是食物，还有情绪、谈资和寓意；但热度来得快去得也快，多数产品很快归于沉寂。[^rmrb] 复购主要取决于口味、价格、便利和健康等更实在的因素。[^rmrb] 以2026年的60厘米[[concept_extra_long_egg_tart|超长蛋挞]]为例，该产品8天卖出70万份、抖音销量1200万根，热门门店排队常超过2小时，国庆后部分门店已停售，有门店日销量从最火时的500根回落到100根。[^rmrb][^people]\n\n## 形成机制\n\n生产端往往只需小改动：原料、配方和工艺不必大改，通过形态重组即可制造显著的感知差异，再经社交传播放大为消费端的新体验。[^rmrb] 这一机制在此前几轮爆款中反复出现：[[concept_dirty_bun|脏脏包]]靠“吃得脏”的社交属性出圈，[[concept_naipizi_tanghulu|奶皮子糖葫芦]]是糖葫芦叠加奶皮子，[[concept_solid_yangzhi_ganlu|固体杨枝甘露]]则是把液态甜品改成可冷冻定型的块状。[^rmrb]\n\n## 从流量到留量\n\n中国传媒大学广告与品牌学院副教授董俊祺提出“留客、留利、留名”三个关键词：让产品进入朋友聚会、下午茶等稳定场景；在扣除营销、包装、人工和损耗后仍有合理利润；让消费者记住并信任品牌。[^rmrb] 部分中小门店因“账算不过来”，在热度过后选择停售。[^rmrb]\n\n## 现象级单品\n\n- [[concept_dirty_bun|脏脏包]]（2017年，巧克力起酥面包）\n- [[concept_butter_rice_cake|黄油年糕]]（2025年春，糯米粉配黄油烤制）\n- [[concept_naipizi_tanghulu|奶皮子糖葫芦]]（2025年秋冬，奶皮子叠糖葫芦）\n- [[concept_solid_yangzhi_ganlu|固体杨枝甘露]]（2025年11月，冷冻定型甜品）\n- [[concept_extra_long_egg_tart|超长蛋挞]]（2026年秋，60厘米蛋挞）\n\n## 代表性美食\n\n- 火锅：[[concept_chongqing_hotpot|重庆火锅]]\n- 饮品：[[concept_pearl_milk_tea|珍珠奶茶]]\n- 夜宵：[[concept_mala_crayfish|麻辣小龙虾]]\n- 米面：[[concept_guoqiao_mixian|过桥米线]]、[[concept_biangbiang_noodle|biangbiang面]]、[[concept_xinjiang_fried_rice_noodle|新疆炒米粉]]、[[concept_duck_blood_soup|鸭血粉丝汤]]、[[concept_rice_noodle_roll|肠粉]]\n- 点心与菜：[[concept_shengjian|生煎馒头]]、[[concept_guobaorou|锅包肉]]\n- 街头小吃：参见[[concept_wanghong_xiaochi|网红小吃]]（淄博烧烤、天水麻辣烫、济宁夹饼等）",
    "url": "/concepts/wanghong-meishi.html",
    "lang": "de",
    "fallback": true,
    "availableLangs": [
      "zh"
    ],
    "conceptKind": "term"
  },
  "entities": null,
  "mentions": [
    {
      "fromId": "concept_wanghong_xiaochi",
      "fromTitle": "网红小吃",
      "fromUrl": "/de/concepts/wanghong-xiaochi.html",
      "fromType": "concept"
    }
  ],
  "lang": "de",
  "availableLangs": [
    "zh"
  ],
  "fallback": true,
  "infoFields": [
    {
      "key": "concept_kind",
      "label": "Concept kind",
      "value": "Begriff"
    },
    {
      "key": "aliases",
      "label": "Aliases",
      "value": "网红食品, Internet-famous food"
    }
  ],
  "pagination": {
    "page": 1,
    "pageSize": 50,
    "total": 0,
    "pageCount": 0
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  "mentionsTotal": 1
}