Abstract: In recent years, internet-famous stores have sprung up in major cities in China. On the one hand, internet-famous stores become popular based on social network influencer marketing; on the other hand, we also witness the cruel status quo of these stores that "be popular and die quickly". Based on this contradictory phenomenon, this study deeply explores the formation mechanism of internet-famous stores and finds the reasons why these stores are closed quickly. Based on the Eastern "over-marketing"and the Western "de-marketing" theories, this study first conducts fieldwork on six restaurants and cafes, and then uses multiple case studies and semantic network analysis to analyze the formation mechanism of internet- famous stores. The study found that: (1) in the early stage, internet celebrities over-promoted these stores and attracted many new customers; (2) in the middle stage, the experience of these stores did not meet customers' expectations and caused customer disappointment; (3) in the final stage, negative WOMs led to a decline in sales of these stores. Comparing the evergreen marketing theory, this article finally discusses the theoretical and practical contributions.

Key words: internet-famous stores, formation mechanism, multiple case studies, semantic network analysis