从一杯咖啡看“场景溢价”Viewing 'Scene Premium' from a Cup of Coffee

来源：新华日报 魏晓敏

南京浦口响堂村一间以栀子花为主题的咖啡店，每逢节假日吸引不少游客打卡。这里的咖啡标价并不算“亲民”，为何一直热度不减？答案或许就藏在“场景”二字里。

当一杯咖啡被置于山野田园之间，它便与空间、氛围等共同构成一个不可分割的消费整体。消费者支付的溢价，购买的不仅是一杯“提神饮品”，更是环境的舒适感、审美的愉悦感以及社交分享的价值感。场景为商品注入了情感附加值，使消费从“拥有某物”升级为“体验某境”，这正是当前消费升级的一个重要方向。

场景消费的兴起，映照出消费需求的深层变化。随着物质供给极大丰富，人们的消费诉求趋于多元。老年群体看重智慧养老与健康管理，年轻消费者追求个性化体验与品牌认同……超大规模市场的优势，不仅体现在总量上，更在于个体需求的千差万别。从这些差异化需求中捕捉信号，或许就能找到创新切入口。而场景溢价的本质，正是对这种新需求的精准回应，它把无形的氛围、情感和审美，转化为可定价的消费内容。

不过，场景溢价绝非“只要搭景就能卖贵”。它的价值，需要扎实的内核支撑。响堂村并非简单将咖啡馆搬进乡村，而是深度挖掘栀子花这一物候资源，将乡土美学与四季运营相结合，让场景具有持续生命力。与之相比，一些盲目复制的“网红打卡地”，徒有精致外壳却缺乏内生内容，场景新鲜感一过便门可罗雀，更遑论可持续的溢价能力。可见，场景溢价必须建立在“真场景”之上，能够经得起反复体验、始终与人的情感需求保持互动、不断生长出新的内容。

同时，场景溢价还需要价值标尺。价格可以高于成本，但不应脱离价值。如果溢价被滥用，沦为收割情怀的营销噱头，不仅会透支消费信任，也会反过来侵蚀品牌生命力。场景溢价是否合理，衡量的核心在于消费者支付的高价，是否换来不可替代的体验增量。

一杯栀子花咖啡的场景溢价，看似微小，却折射出消费市场的深层变化。这提醒我们，在功能之外，“情绪价值”“审美价值”正成为稀缺资源。而响堂村的探索也说明，只有扎根在地文化、尊重时间沉淀、真诚服务需求的场景，才能让溢价水到渠成，为消费市场注入持久动力。

Source: Xinhua Daily, Wei Xiaomin

A gardenia themed coffee shop in Xiangtang Village, Pukou, Nanjing attracts many tourists to check in during holidays. The coffee prices here are not considered "affordable", why hasn't the popularity decreased? The answer may be hidden in the word 'scene'.

When a cup of coffee is placed between the mountains and fields, it forms an inseparable consumer whole together with space, atmosphere, and so on. The premium paid by consumers is not only for a refreshing drink, but also for the comfort of the environment, aesthetic pleasure, and the value of social sharing. Scenarios inject emotional added value into products, upgrading consumption from "owning something" to "experiencing a certain environment", which is an important direction of current consumption upgrading.

The rise of scene consumption reflects the deep changes in consumer demand. With the great abundance of material supply, people's consumption demands tend to be diversified. The elderly population values smart elderly care and health management, while young consumers pursue personalized experiences and brand recognition... The advantage of a super large market is not only reflected in the overall quantity, but also in the diverse individual needs. Capturing signals from these differentiated needs may lead to finding innovative entry points. The essence of scene premium is precisely a precise response to this new demand, which transforms intangible atmosphere, emotions, and aesthetics into priced consumer content.

However, the premium of the scene is not just about "just setting the scene can sell expensive". Its value requires solid core support. Xiangtang Village is not simply moving cafes into the countryside, but deeply exploring the phenological resource of gardenia flowers, combining local aesthetics with seasonal operations, and giving the scene sustainable vitality. Compared to them, some blindly copied "internet celebrity check-in spots" only have exquisite shells but lack endogenous content, and the freshness of the scene is easily accessible, let alone the sustainable premium ability. It can be seen that the premium of the scene must be built on the "real scene", able to withstand repeated experiences, always maintain interaction with people's emotional needs, and constantly grow new content.

Meanwhile, the premium of the scene also requires a value scale. The price can be higher than the cost, but it should not be detached from the value. If the premium is abused and becomes a marketing gimmick for harvesting emotions, it will not only overdraw consumer trust, but also erode brand vitality in turn. The core of measuring whether the scene premium is reasonable lies in whether the high price paid by consumers is exchanged for irreplaceable experience increment.

The scene premium of a cup of gardenia coffee may seem small, but it reflects the deep changes in the consumer market. This reminds us that beyond functionality, "emotional value" and "aesthetic value" are becoming scarce resources. The exploration of Xiangtang Village also shows that only by being rooted in local culture, respecting the accumulation of time, and sincerely serving the needs of the scene, can the premium be naturally achieved and inject lasting momentum into the consumer market.