There are two kinds of barbers in this world: those who understand you and those who think they know you.
For example, the phrase "fix it a little, don't be too short" may vary from barber to barber.
B station UP main "natural volume Miki" haircut before and after comparison Later, the barber took the initiative to refund
"Tragedies" caused by failed haircuts often resonate with ridicule online, after all, meeting a reliable "Tony teacher" may be harder than finding a good partner.
Douban's "hot head failure group" gathered more than 280,000 people, while the "hot head success group" only had nearly 40,000 people. From this simple comparison, it can be seen that we are most likely to meet a barber who does not understand ourselves.
Image source Douban
This is also why once a hairdresser cuts a hairstyle that matches expectations, we will be glad that "we did not roll over" and "successfully landed", and the photos posted by Meimei can attract a lot of envy.
Source Little Red Book
If the barber not only "understands people's words", but also has good technology and aesthetics, then his reputation is likely to expand rapidly on the Internet and become a hot "net red barber".
"Yamashiro Oguri's Haircut Diary" (hereinafter referred to as "Oguri Shun") is how it exploded at station B, in January this year, he rose more than 2 million fans, the current fans 2.275 million, video playback is basically more than 2 million. In addition, he also has 1.775 million Douyin fans, 362,000 Kuaishou fans and 252,000 Xiaohongshu fans, with a total of 4.664 million fans on the whole network.
In addition to the barbering skills that can be called "plastic surgery", high appearance is another of his big powder sucking tools. Self-proclaimed "Yamashiro Oguri Shun", he looks and has a hairstyle similar to that of Japanese actor Oguri Shun.
The number of fans of "Yamashiro Oguri's Haircut Diary" far exceeds the official account of Oguri Shun
In fact, as early as 2018, he began to publish short videos on Douyin, and only synced some works to the B station at the beginning of this year, but the latter became popular far faster than the former, and other barbers in his store also opened B station accounts, attracting many fans who came to cut their hair.
Tony so much, why is the "Oguri Shun" from the mountain city of Chongqing on fire? In addition to its own professional strength, what can be learned from video creation? How effective is the diversion effect of short videos for offline barbershops? We talked to the barber of the same store as "Oguri Shun".
A single month rose by 2 million fans
The world is bitter Tony for a long time
"Oguri Shun" is a veteran hairdresser who has been in the industry for more than 10 years and opened a men's barber shop called "Er Dao Liu" in Chongqing three years ago.
Because the effect of cutting men's hairstyles is amazing, some girls who want to go neutral will also choose to cut short hair here, and the second knife Liu is also known as "Wan Chai's dock".
"Are you sure this is the fierce '1' I want?" At the beginning of the video, the girl issued a suspected overturned question to "Oguri Shun", but this is actually the usual routine of "Oguri Shun": put the customer's funny or exaggerated reaction at the beginning of the video, laying the groundwork for the stunning contrast after the cut.
Usually before a haircut, "Oguri" will communicate with customers about their needs, and the iconic mantra is "say what you think". Like this girl hopes to cut a very handsome short haircut, "Oguri Shun" chats while cutting, showing the reasons and stories behind the girl's haircut.
The videos of "Oguri Shun" usually do not explain too many professional haircut techniques, but after a light and funny conversation, they directly fast forward to "homework time" to show the effect of before and after the haircut.
Who dares to believe that this is the same girl
You can see that the girl who was originally tied with a bib and her hair was collapsed, handsome, coupled with the background of clothing and lighting, the bullet screen was full of shock and admiration. The video received more than 8.36 million views and 460,000 likes on Station B.
Choosing the right subject is the focus of the video.
One of the founders of Erdao Liu Men's Barbershop, "Yamashiro Darenge Haircut Diary" (hereinafter referred to as "Brother Daren"),said that if it is predicted that customers will change a lot before and after the haircut, they will usually choose each other as the subject. In addition, some customers who are attracted by the video often take the initiative to ask for the video.
On the basis of professional haircut skills, or funny or touching interactive plot is also a major attraction of the video.
For example, this caring person wants to cut off the long hair that has been left for more than 3 years and donate it to cancer patients who need hair, "Oguri Shun" expressed his heart for him, and the warm behavior of both sides received 890,000 likes, which is also the most played video of "Oguri Shun" at present.
However, the content style of "Oguri Shun" was not determined from the beginning.
In the early days, "Oguri Shun" released different types of videos such as men's hairstyle recommendations, men's grooming displays, and personal lip-syncing on Douyin, and the number of likes was generally below 10,000. From the end of 2020, he gradually formed a short video model of "asking for demand + cutting process + comparison after cutting", and Samurai Head was the first blockbuster video, with 130,000 likes.
"Be authentic from the inside out, just like a guest saying his true thoughts or experiences will resonate with everyone." "Brother Ōhito" revealed that from short video shooting to editing, it is basically created by the barber himself, including "Oguri Shun".
Compared with other Internet celebrity bloggers with professional operation teams, "Oguri Shun" and the barbers in the same store belong to the stage of crossing the river by feeling the stones.
During the haircut process, the barber in the store usually puts a mobile phone shooting stand next to it, cuts and shoots at the same time, rarely uses beauty retouching and makeup, and adds at most one glasses to the customer as a shooting prop. After work, the barbers use the mobile phone app to edit, and each other will also give each other advice on the video.
Maybe it's feeling the pressure of haircut + shooting editing. On February 14, Oguri Published a post titled "The National Patrol is in Preparation, I Want to Feel Where the Voice Is Higher." and put a message recruiting photography, editing, hair stylist, and apprentice in the comment area of station B, emphasizing that he did not have a team.
For the patrol cut, the B station users responded to the super high voice in the comment area, and some users were eager to try to apply for editing, asking whether they needed to submit resumes.
Since January this year, "Oguri Shun" has regularly released videos on the B station with the frequency of daily changes, including not only the inventory of the previous Douyin, but also the linkage video of him and the main up shooting of the B station such as "La Hongsang" and "Yongqi Ma". "Lahongsan" also specially gave him a camera, hoping that he would use the camera to record his life.
B station UP main "La Hong Sang" before and after cutting hair
The platform where young people gather is always indispensable to the topic of how to become beautiful, and when people are fed up with the barbershop's sales card routine, they will support professional barbers with good craftsmanship.
The popularity of "Oguri Shun" caters to the pain point of "the world is bitter tony for a long time". After becoming popular, MCN contacted "Oguri Shun" to sign a contract, but he still wanted to be a professional Tony and temporarily did not sign MCN.
In addition to "Oguri Shun", other barbers in the Erdao Liu shop have also opened personal accounts on Douyin and Station B, such as "Ke'er will only cut male hair", "Yamashiro Ōhito's haircut diary", etc., they will interact with each other under the video of the other party, and will also cooperate to appear on camera, and the video playback of "Oguri Shun" is generally higher.
Chongqing hairdressing hot list no. 1
Short video for barbershops to "pull business"
After "Oguri Shun" became popular at station B, the business of the second knife Liu Men's Barber Shop also became more prosperous.
"Brother Daren" told us that now the customers of The Second Knife Liu are almost full every day, the traffic of the three stores has more than doubled compared with before it became popular, and the fourth branch is also in preparation.
According to public reviews, at present, the Erdao Liu Times Tianjie Store has become the first place in the popular list of hairdressing in Chongqing.
From the price list, the lowest price in the store is 68 yuan men's shaving and trimming package, and the price of haircuts ranges from 128-168 yuan. At present, there are a total of 20-30 barbers in several branches of Erdao Liu, each barber can serve nearly 10 customers a day, according to 25 barbers, a single haircut of 168 yuan for a rough estimate, a total monthly flow of nearly 1.26 million.
If you are a well-known barber, the fee will be higher, such as "Brother Ōhito" haircut 188 yuan, "Oguri Shun" haircut 388 yuan, and the appointment schedule has been scheduled until next month.
Rome was not built in a day, and "Oguri" was not 388 yuan in one shot. In the 2019 Douyin video comment section, he told customers that the highest fine cut price was 128 yuan.
In economic theory, this phenomenon is called the "Baumol cost disease." In layman's terms, for example, a service industry that relies on handicrafts such as haircuts will only increase in the future and labor costs, and barbers with good craftsmanship and aesthetics such as "Oguri Shun" will only become more and more expensive.
Some netizens proposed: "Cut your hair, either choose the most expensive barber, or choose the cheapest, one effect is guaranteed, one is guaranteed for the wallet." ”
In addition to the monetization method of store drainage, "Big RenGe" revealed that he does not consider live streaming monetization for the time being, "There are too many guests who come every day, and many boys may smoke and show tattoos on their bodies, which will have an impact on the live broadcast room."
In some of the Douyin videos of "Oguri Shun", there have been monetization methods such as oral advertisements and small yellow cars on the shelves. According to xindun data, the estimated sales of a shampoo he brought with him in the past 90 days is 49,900 yuan. In the same video released by the "Oguri Shun" B station, the above-mentioned action with goods has not appeared, and some oral advertisements have also been deleted.
The "Oguri Shun" are not the first Tony teachers to eat self-media dividends.
In 2015, Weibo pictures and texts were hot, and the "Coke store manager" updated his photos with customers on Weibo from time to time, shared tips for cutting permed hair and dyeing hair, and accumulated a certain popularity for himself and the barbershop he was in, which was one of the early barbers who used Weibo to advertise. As of now, the number of Weibo fans of "Coke Store Manager" has reached 1.02 million.
Around 2018, the short video ushered in a blowout, Tony's teachers skillful haircut techniques, with a stepping point of cross-dressing BGM, a mediocre male/female classmate, turning his head can have a fluffy and flowing delicate hairstyle. This kind of change that starts from the "head", which young person can bear not to move?
In Douyin, the #Hairstyle # topic has been played 45.36 billion times, and the #Hairdressing # topic has been played 18.47 billion times, whether it is the popular French bangs, catfish head, or the problems of less hair and the back of the hairline, which are deeply troubled, can be solved in the barber's video.
Since 2018, the "Coke store manager" has also taken Douyin as one of the operational positions, releasing his before-and-after comparison videos of haircuts for customers, which has accumulated 1.351 million fans. He wrote on the homepage of Douyin that "I have always had a dream to cut my hair around the country", and in the comments section, people often ask him about the location of his shop and how to make an appointment.
In 2019, "Yazheng Hair" once conducted an interview with the "Coke store manager", he mentioned that some customers will send him a hairstyle video on Douyin, asking him to refer to the video to cut out a hairstyle of the same style, "online content is helpful for our industry, good things it spreads particularly fast, bad things spread faster."
In addition to the traditional craftsmen of haircutting techniques such as "Oguri Shun" and "Coke Store Manager", some Tony teachers choose to "sword and go sideways" in short videos, adding some flirtatious actions or funny elements to get attention and likes.
In the three videos at the top of the home page of "PAYA Haoxuan (Chicken Dragging Root)", he first painted with the little sister at close range, then used a number of customers to touch his head, and finally mistakenly dragged the customer's clothes to produce a joke. While none of the three videos showed haircut techniques, they all had more than 1 million likes. Compared to the customer haircut videos he posted, the latter only floated around 10,000 likes.
In the video of "Hair Edge Di Meiye Li Store Manager", this sword goes even further.
"Manager Lee" claims to be the "founder of Dora Village", and "Dora" is the protagonist of the cartoon "Dora who loves to explore", with short tan hair with eyebrows and ears.
Let's remember this Dora
Whether it is a long-haired female student with a young face, or a middle-aged aunt who has read the world, as long as you sit on the barber chair of "Manager Li", you can't escape the fate of becoming the same hairstyle as Dora.
Some enthusiastic netizens summed up the haircut routine of "Manager Li". Although the haircut style of "Li Store Manager" is its own, it obviously does not meet the requirements of the "head change" face value upgrade, and his Douyin fans are currently stuck at 324,000.
"Wild Motorcycle Ring" refers to the BGM that often appears at the end of the video
Technology + Content + Platform
The traffic formula for influencer barbers
How to find the right Tony for yourself is almost a problem that plagues all mankind. For Tony, who is active on social platforms, how to use short videos to sell himself is more of a science.
Barbers are essentially craftsmen who create beauty, and customers who are willing to invest and consume in haircuts usually "recognize people but don't recognize stores", so when internet celebrity barbers shape their personal brands, it is easier to bring a large number of loyal customers.
Station B users' recognition of "Oguri Shun"
Before achieving this goal, hairdressers often encountered the problem of homogenization of content.
"Big Ren Ge" told us that the biggest problem he has in making short videos at present is the lack of inspiration and random response ability, "If it has always been a style, it may bring the audience a repetitive look and feel." Sometimes customers talk about an interesting topic, and it is more embarrassing that they can't pick up the conversation. ”
The contrast between the image before and after the haircut is certainly eye-catching, but the audience will inevitably recognize the routine after watching it for a long time.
In the video comment area of a certain issue of the B station of "Yamashiro A P's Haircut Diary", some viewers pointed out that "the same plot, the same bgm, the same style, bombed for a month, a little tired."
The "ex-girlfriend's current boyfriend" that appears in the "Oguri Shun" video, and the same "high-quality man" in the "Oguri Shun" and "Ōhito Brother" videos, also make users aware of the existence of the script. In response, "Oguri Shun" did not respond directly, but shifted the reply to "I have money".
Compared with the traditional offline barbershop sales model, the form of short videos is more novel and interesting, and it is more conducive to expanding the scope of dissemination.
Barber "Uncle Miki" believes that "fans who have been precipitated through knowledge and beauty technology are more valuable, and it is easier to build trust and build a healthier business model... Although it is not necessary for beauty artists to learn short videos, it must be a channel that can help hair stylists grow rapidly and expand customers. ”
Not limited to short videos of customer-facing haircuts, barber training institutions have also moved the content online.
With 219,000 Douyin fans, the "Tricolor Lamp Beauty Class" takes barbers as the training object, shares the knowledge of hair cutting and dyeing skills, communication with customers, and launches various barber tools, online teaching video lessons and other products in the Douyin window. According to the new jitter data, the highest sales volume is a tri-color lamp beauty industry learning card priced at 200 yuan, with an estimated sales of 93,800 yuan.
In addition to the short video content that is conducive to dissemination, the choice of the platform also has a key impact on the popularity of the same store account such as "Oguri Shun".
"Big Ren Ge" mentioned that they should be the first batch of barbers to release videos on station B, compared to douyin, station B fans are more sticky, and more opinions are put forward, which helps to stimulate creative inspiration. In a way, this is also the reason for the success of their accounts.
Compared with the Douyin comment area, most of them ask about the price of haircuts and store addresses, and immediately the user "particle kkk" noticed that the B station appeared more frequently than "slightly a smile 0 ringing" such bullet screens, "two-dimensional, rotten and two-creation... The content elements in the video match the users of Station B very well."
Station B is also interested in supporting "Oguri Shun" such haircut UP owners.
On January 27, the official account of the B station fashion district released an article entitled "Looking for the most cattle Tony teacher in the country!" The article "Special Activities Are Hot" attracts Tony teachers to join through multiple incentive policies such as cash and flow, and "Oguri Shun" is a successful support case.
At the same time, the "Oguri Shun" also began to try to create a haircut video that suited the atmosphere of Station B.
In the latest video of "Brother Daihito", he dresses as the popular protagonist of the anime "Devil's Blade" and cuts the hair of customers. In the comment area of station B, some netizens responded with other anime terriers.
Hairdressers sending short videos is not a new thing, but the success of "Oguri Shun" on Station B proves the possibility of the traffic formula of "excellent technology + content conducive to dissemination + suitable distribution platform". When the protagonist changes from "Oguri Shun" to someone else, what wonderful chemical reactions will appear in this formula?