"Crossover Player"
At the intersection of North Shaanxi Road and Kangding Road in Shanghai, a building with all-metal gray walls is particularly eye-catching. Recently, the building has become the focus of media attention for a while because of its connection with the well-known writer and director Guo Jingming.
Qingyan learned that the building is where SHISPACE is located. According to the Dianping account of SHISPACE, it is positioned as a "one-stop interactive aesthetic space", which can provide a series of services such as color testing and makeup, and has welcomed many celebrities to experience the store since its opening, and ranks high in the "TOP1 of Dianping's Shanghai Beauty/SPA Hot List".
It is worth noting that in recent times, the business of SHISPACE Shezuo stores has become more and more popular, and there have even been cases of scalpers pretending to be store assistants. To this end, SHISPACE Shezuo store reminds consumers to make reservations through official channels, and frankly admits that "due to the recent surge in reservations, the reservation channel is congested."
So, what is the relationship between this beauty store, which has been "popular" for only 4 months, and Guo Jingming? Has Guo Jingming really entered the beauty industry?
"Boss" Guo Jingming holds 10% of the shares
The owner has founded a beauty brand
"Congratulations on the opening of SHISPACE Shezuo", according to a number of media reports, not long ago, the Xiaohongshu account of "SHISPACE Shezuo" released a video of Guo Jingming congratulating the opening of the store, and Guo Jingming was called "boss" in the copy. For a time, there was endless speculation in the industry about Guo Jingming's entry into the beauty industry.
Qingyan noticed that as of press time, the video copy had changed Guo Jingming's title to "Director Guo Jingming", and in the comment area related to Dianping, SHISPACE Shezuo Store still called Guo Jingming "boss".
▍截自“SHISPACE舍作”小红书账号
So, what is the relationship between Guo Jingming and the SHISPACE Shezuo store?
Qingyan inquiry found that the main body of the "SHISPACE Shezuo" WeChat public account certification is Persimmon Orange (Shanghai) Culture Media Co., Ltd. (hereinafter referred to as "Persimmon Orange Media"), and according to the national enterprise credit information publicity system, Persimmon Orange Media was established in June 2021, the legal representative is Shi Pei, Shi Jing is the largest shareholder, with a shareholding ratio of 76%, and Shi Hui and Xu Chenyan are the second and third largest shareholders respectively.
According to the information of the Xiaohongshu store of "SHISPACE", the main body of the merchant is the Jing'an Branch of Shanghai Persimmon Culture Media Co., Ltd. (hereinafter referred to as "Persimmon Media Jing'an Branch").
According to the National Enterprise Credit Information Publicity System and Tianyancha data, the Jing'an Branch of Persimmon Media is a subsidiary of Shanghai Persimmon Media Co., Ltd. (hereinafter referred to as "Persimmon Media"), and Persimmon Media was established in May 2023, Shi Jing serves as the legal representative and the largest shareholder, with a shareholding ratio of 63%, and Shi Hui and Guo Jingming are the second and third largest shareholders respectively. Among them, Guo Jingming subscribed for 111,100 yuan, accounting for about 10% of the shares.
▍The shareholding structure of Shanghai Persimmon Culture Media Co., Ltd. is intercepted from the national enterprise credit information publicity system
It can be seen that although he is not the largest shareholder, Guo Jingming is obviously related to the shareholding structure of the company behind SHISPACE.
In addition, whether it is the daily publicity of SHISPACE Shezuo stores or the founding team of SHISPACE Shezuo, they all reflect the "unusual" relationship with Guo Jingming.
According to a tweet posted on the WeChat official account of "SHISPACE Shezuo" in November 2023, the partners of SHISPACE Shezuo include celebrity makeup artist Shi Hui, MQ STUDIO founder Liu Xueliang, famous young director Guo Jingming, and the brand manager is Shi Jing, who has been deeply involved in high-end marketing for more than ten years.
And in the daily publicity, SHISPACE Shezuo Xiaohongshu account directly uses the term "realistic version of the small era", which all confirms the intensive relationship with Guo Jingming. Just recently, the staff of the SHISPACE Shezuo store also told the media, "Guo Jingming may come once or twice a year."
▍ Screenshots from the "SHISPACE" WeChat public account and Xiaohongshu account
At the same time, Persimmon Media and Persimmon Orange Media's second largest shareholder, Shi Hui, a partner of SHISPACE, also had a close cooperative relationship with Guo Jingming. According to public media reports, Shi Hui, as a makeup artist, has participated in many director works directed by Guo Jingming, such as "Cloud Feather", "Big Dream Returns", and "Qing Ya Collection".
It is worth mentioning that it is suspected that SHISPACE is the actual controller of the store, and Shi Jing, the largest shareholder of Persimmon Media and Persimmon Orange Media, has the experience of founding a beauty brand.
▍Screenshot from the WeChat public account of "SHISPACEshezuo".
Qingyan noticed that Sajo Shijing, a Weibo account with the profile of "SHISPACE Shezuo Owner", had posted on Weibo in 2020, saying, "My brand 9H is going to meet everyone", and showed a beauty product with the appearance of "9H Beauty" in the posting video.
The WeChat public account "NicheTimes" also shows that Shi Jing, who has many years of experience in serving luxury brands, once founded the trendy beauty brand 9H Beauty.
At that time, regarding the future planning of 9H Beauty, Shi Jing told the media, "We hope to achieve a volume and similar model like Perfect Diary" "It is not only a beauty and skin care company, but also a new media platform, an aesthetic education institution, and a celebrity incubation organization." ”
At present, Qingyan found through the cosmetics APP search keyword "9H" that there is only one product filing information of 9H Glow Lip Gloss, which has been cancelled in June 2022, and its manufacturer is Mosa (Shanghai) Trading Co., Ltd. (hereinafter referred to as "Mosa Company"). According to the national enterprise credit information publicity system, the largest shareholder of Mosa Company is Shi Jing.
Since its opening, sales have exceeded 1.3 million
Ranked TOP1 in the Shanghai beauty/SPA hot list
According to the public information of the accounts of various platforms of "SHISPACE", with the vision of "becoming beautiful outward and chasing oneself inward", SHISPACE Shezuo has gathered a group of first-line makeup artists at home and abroad to create a "one-stop interactive aesthetic space" to provide star-level one-stop beauty solutions, and entered the trial operation stage on January 2 this year.
Specifically, SHISPACE Shezuo stores are mainly divided into SHISPACE Shezuo Makeup and Hair Salon, MQ Shanghai Art Salon. Among them, SHISPACE Shezuo Makeup and Hair Studio is mainly engaged in makeup customization, color diagnosis, bone and eyebrow tattoos, makeup courses and other businesses. MQ Shanghai Art Salon specializes in fashionable hairdressing and trendy beauty styling, aiming to provide star-level styling advantage services.
▍Shispace舍作门店 截自Shispace舍作大众点评账号
On the whole, SHISPACE Housework focuses on "celebrity makeup artist private customization", with a total of six resident makeup artists in the store, all of whom have experience in providing makeup services for A-list celebrities.
In addition, in terms of service, SHISPACE also provides a large number of high-luxury makeup products without the need to prepare tools, and claims that "50+ makeup brands around the world are free to use".
▍Screenshot from SHISPACE's Dianping account
In terms of price, according to the information on the Dianping platform, the price of SHISPACE's in-store services is between 398 yuan and 9,880 yuan, and the per capita consumption is 1,509 yuan. Among them, the price of 1388 yuan "color test room - advanced personal four seasons color test" service sales are the highest, so far more than 800 copies have been sold, the total sales reached 1.1104 million yuan, the service content includes "high-end personal four seasons color evaluation + daily makeup (trial operation benefits)", the service time is 120 minutes.
Regarding the sales performance of SHISPACE Shezuo stores, according to Qingyan's calculation of public sales volume and service unit price, the overall sales of SHISPACE Shezuo stores may have exceeded 1.3 million since its opening.
In addition, SHISPACE Shezuo store also provides makeup dispatch service, the service price is based on the purchase of makeup package, an additional 300 yuan within 10 kilometers (including 10 kilometers distance), and the price of more than 10 kilometers is calculated separately.
Qingyan also noticed that since its opening, many celebrities such as Zhong Chuxi and Shi Baiyu have entered the store, showing the strong connections of the founding team of SHISPACE Shezuo in the entertainment industry.
In addition, the SHISPACE store has also received visits from a number of beauty brands. According to the Xiaohongshu account of "SHISPACE", this year's Shiseido 3.8 Project TVC was filmed in its store, and Tang Yi, a well-known makeup stylist and founder of the Caitang brand, also visited the store.
Up to now, there are no negative reviews for SHISPACE. And many consumers expressed their appreciation for the service of SHISPACE, "the technology and aesthetics are great", "the environment is very good, and the makeup artist is very professional".
From South Korea "Fire" to China
The Make-up Operational Implications Behind Color Testing
According to relevant information, the main color testing service of SHISPACE is to understand the unique body color of individuals such as skin color, hair color, and pupil color in a scientific way, so as to recommend suitable makeup methods and matching services.
Historically, color testing, also known as personal color diagnosis, first appeared in Germany in the 20s of the last century, and then entered the United States, Japan, and finally further systematized in South Korea.
Nowadays, relying on the popularity of Hallyu culture in the world, South Korea has gradually occupied an advantage in the color test track, making consumers from all over the world, including Chinese consumers, rush to South Korea to experience, and color testing has become an important experience item for tourists to South Korea. According to foreign media reports, last year, a number of South Korean color test stores had an average of more than 1,000 foreign users per month.
Starting in 2022, the craze for "color testing" began to blow from South Korea to China. According to the Xiaohongshu platform, there are more than 50,000 notes under the "color test" entry, and the "Korean color test" entry also has nearly 8,000 notes.
At the same time, color testing stores have sprung up in various parts of the country. In June 2022, Intime Department Store, China's largest physical cosmetics retailer, announced its entry into the "color test".
According to public reports, at that time, Hangzhou Wulin Yintai designated the 10th of each month as "Color Day" and regularly launched a "Personal Color Test" salon, where consumers could make an appointment for a free "Personal Color Test" salon by searching for "Personal Color" on the Yintai Meow Street App.
Qingyan searched on the Dianping and Xiaohongshu platforms and found that there are now stores in Beijing, Guangzhou, Chengdu, Wuhan and other places that can provide color testing services, and some of them also focus on "South Korea" to create a professional image.
The popularity of color testing may be closely related to the properties of makeup itself. A well-known makeup brand agent in Anhui once said to Qingyan, "Compared with skin care products as standard products, makeup is more like non-standard products, and makeup pays more attention to the creation of atmosphere, professional talents and better quality in offline channels, so as to awaken consumers' desire and demand for beauty."
Judging from the store service models that have launched color tests such as SHISPACE, most of them attract consumers through professional services and the ultimate atmosphere creation, so as to reflect the experience attributes behind makeup.
It is worth mentioning that the business model of color testing may be able to prove the positive effect of high-quality makeup services in driving makeup sales. For example, in the comment section of the public review of the SHISPACE store, some customers praised the store's service and suggested that "a new shopping area can be added to provide suitable makeup and contact lenses, and shoppers can also save time to consume."
On the whole, despite the relatively short opening time, Guo Jingming's "first attempt" in the beauty industry seems to have been successful, and with his high-profile entry, it may boost the further popularization of color testing in the domestic market and provide a new market for more makeup offline channel providers.