网红食品，谁在为“新奇”买单？

近期，以“超长蛋挞”为代表的网红食品凭借夸张造型在社交媒体迅速走红。据报道，单根长达60厘米的蛋挞曾在8天内售出70万份，抖音平台累计销量达1200万根 1。这类产品单价约为15.8元，部分热门门店甚至出现消费者排队超过两小时购买并分享的场景 1。

然而，此类依靠视觉冲击吸引流量的现象热度消退极快。数据显示，部分门店日销量已从巅峰期的500根大幅回落至100根，许多网红产品在短期内便面临下架或销量骤减 1。中国传媒大学广告与品牌学院副教授董俊祺分析指出，新奇感虽能促成首次购买，但决定复购的关键在于口味、价格及健康等实质因素；商家应从追求短期流量转向注重留客、留利和留名的长期品牌建设 1。

A recent surge in popularity for "super-long egg tarts" illustrates how social media-driven food trends can rapidly rise and fall, with novelty attracting initial attention but failing to sustain long-term demand. One 60-centimeter-long egg tart sold 700,000 units in just eight days, while total sales on the Douyin platform reached 12 million sticks 1. During the peak of this craze, customers at popular stores faced wait times exceeding two hours to purchase these items, which were priced at approximately 15.8 yuan each 1. However, by October 29, 2026, reports indicated that daily sales at some outlets had dropped sharply from a high of 500 units during the height of the trend to just 100 units 1.

Dong Junqi, an associate professor at the School of Advertising and Branding at Communication University of China, analyzed the phenomenon, noting that while visual impact and novel shapes drive first-time purchases, repeat consumption depends on substantive factors such as taste, price, and health considerations 1. He emphasized that merchants must shift their focus from chasing short-term traffic to building long-term brands that prioritize customer retention, profitability, and reputation 1.