《悅游》：芝士奶茶席卷中國,，又開始進(jìn)軍美國

Called zhī shì chá in Mandarin (meaning “cheese tea”), the concept has migrated across Asia, and even spread to New York’s Flushing neighborhood. The West Coast has caught on, too: In Los Angeles, Little Fluffy Head Cafe specializes in small-batch, cheese-topped brews.

芝士茶的概念在亞洲迅速流行起來,，甚至拓展到了紐約的法拉盛。美國西海岸也緊跟潮流,，洛杉磯的Little Fluffy Head咖啡店專供一小杯的芝士奶蓋飲料。

《赫芬頓郵報(bào)》（Huffington Post）似乎找到了這種奶茶能成功的原因：

芝士奶茶攪亂冷飲游戲規(guī)則：沒錯(cuò)，真的有芝士哦,。

The tea has been an instant success for two reasons: the flavors of the tea and cheese are very complementary, and the cheese cream is an effective way to tone down the natural bitterness of the tea.

這種奶茶能立刻火爆起來有兩個(gè)原因：一是茶和芝士的味道非常互補(bǔ),，二是芝士奶蓋能很有效地緩和茶的苦澀味道,。

tone down：緩和；減輕

現(xiàn)在外國人能理解芝士奶茶的獨(dú)特口味了,，但對(duì)于中國人為了喝一杯奶茶排隊(duì)2小時(shí)的現(xiàn)象仍然感到驚詫。

“That's”雜志的記者Jocelyn Richards曾到廣州的某網(wǎng)紅奶茶店感受排隊(duì)的盛況,。

先是一路看到喝到奶茶的狂喜的人們……

On our way up a series of winding escalators, we spot droves of others who have made the pilgrimage: three boys in school tracksuits posing giddily with their prize; a dazed woman clutching an assorted six-pack to her heart; a couple silently slurping the remains of their two-hour wait.

我們乘坐著曲折而上的幾層電梯,，一路上看到一群群“朝圣”歸來的人們：3個(gè)身穿校服的小男孩欣喜若狂捧著手中的“戰(zhàn)利品”自拍,；一個(gè)幸福到要暈厥的姑娘胸前緊抱著一盒六杯不同口味的奶茶；一對(duì)情侶靜靜地品嘗著2小時(shí)等待而來的飲料,。

然后,，他們就開始了漫長(zhǎng)的排隊(duì)過程：

We stepped into the line that snakes around the front of the shop and down a long corridor of the mall. Passersby enjoy asking how long we’ve been waiting and then shaking their heads incredulously at our response.

我們排到隊(duì)伍后面，那隊(duì)伍蜿蜒逶迤,，圍著店門口繞了半圈,，然后沿著商場(chǎng)長(zhǎng)長(zhǎng)的走廊延伸下去。路人總愛問我們排了多久了,，聽到答復(fù)后,，都難以置信地?fù)u搖頭。

《悅游》的記者也體驗(yàn)過一把,，他排了2個(gè)小時(shí)的隊(duì),，已經(jīng)心力交瘁……

After about two hours, it’s finally my turn to order. I’m handed a buzzer and asked to wait. About 30 minutes later, it vibrates and lights up. I jostle between a dozen other wild-eyed people, simultaneously racing to collect their prizes.

大約2小時(shí)候，終于輪到我點(diǎn)餐,。點(diǎn)完后,，他們給我一個(gè)蜂鳴器，讓我繼續(xù)等待,。半個(gè)小時(shí)后,，蜂鳴器震動(dòng)起來。我和其他十幾個(gè)兩眼發(fā)光的激動(dòng)食客爭(zhēng)搶著一同奔去取我們的奶茶,。

這種心情,，在網(wǎng)紅奶茶店前排過隊(duì)的同學(xué)應(yīng)該都體會(huì)過吧……

不過，為了一杯奶茶排隊(duì)幾個(gè)小時(shí),，真的是因?yàn)槟敲春煤葐幔?/p>

《南華早報(bào)》（South China Morning Post）就關(guān)注了喜茶在上海開張時(shí)的排隊(duì)“盛況”,，不少人都表示，他們排隊(duì)只是為了當(dāng)“潮人”（frontrunner）,。

Customers queuing up for the tea said they didn’t actually have high hopes for the tea, but wanted to be frontrunners in Shanghai to have first-hand experience with it.

顧客們排隊(duì)買茶,，并不是對(duì)奶茶抱了多高的希望，而是只想在上海當(dāng)個(gè)潮人,，成為第一批喝到的人,。

一位排隊(duì)的顧客就說，不論這茶味道如何,，她這幾個(gè)小時(shí)的隊(duì)排得也值,。

“I was swamped by news about the tea shop on the internet and I decided to test it. It is worth a few hours waiting no matter how the tea tastes.”

網(wǎng)上喜茶的新聞簡(jiǎn)直鋪墊蓋地，于是我決定試試,。不管味道怎么樣,，我等幾個(gè)小時(shí)都是值得的。

這也難怪，看到別人發(fā)的朋友圈打卡,，說不動(dòng)心也難,。

大概所有買到網(wǎng)紅茶的人，第一件事絕對(duì)不是喝一口嘗嘗,，而是拍照發(fā)朋友圈,，不然，這幾個(gè)小時(shí)隊(duì)就跟白排了一樣,。

《中國科學(xué)報(bào)》記者就此采訪了國家二級(jí)心理咨詢師包大英，包大英解釋說,，“排大隊(duì)”實(shí)際上折射了人們的從眾心理,。

人都會(huì)追求安全感，我跟大多數(shù)人一樣了,，那我就安全了,。并且會(huì)覺得：如果大多數(shù)人都錯(cuò)了，我們可以共同去承擔(dān)這個(gè)錯(cuò)了的后果,。但事實(shí)上并不會(huì),，風(fēng)險(xiǎn)和損失最后還是由自己來承擔(dān)的，但是人們還是會(huì)這樣去想,。

此外,，大家都相信“經(jīng)驗(yàn)”。如果你此前沒有經(jīng)驗(yàn),，看到大家都在做,，你也會(huì)認(rèn)為這件事是可信的。

確實(shí),，奶茶的口味難以量化,，但長(zhǎng)長(zhǎng)的隊(duì)伍確實(shí)給人不少安全感，認(rèn)為這么多人都在排隊(duì),，味道自然不會(huì)太差,。很多人便“心甘情愿”來排隊(duì)。

但是,，營銷策略只會(huì)帶起一時(shí)半刻的紅火,，如果產(chǎn)品的品質(zhì)不行，顧客不愿意為過高的時(shí)間成本買賬,，粉絲效應(yīng)撐起來的火熱必然會(huì)逐漸冷卻,。

為了一杯奶茶排起的長(zhǎng)隊(duì)究竟會(huì)持續(xù)多久？時(shí)間會(huì)給我們答案,。你為買奶茶排過隊(duì)嗎,？來談?wù)勀愕目捶ǎ?/p>

(來源：中國日?qǐng)?bào)雙語新聞編輯部）

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