Recently, there is a store in Shanghai that has exploded -
How hot is it?
If you want to go in and spend money, you have to queue until May now;
It will be three months after opening, and it has already ranked first on the popular list of local categories;
What's even more bizarre is that the unit price of this store is not low, and the per capita consumption expectation of 1500+ makes people doubt again:
Do the people of Shanghai really have their own currency?
This online celebrity store, which specializes in makeup, is called "SHISPACE Shezuo".
However, you may be more familiar with its nickname:
"Guo Jingming's new store in Shanghai"
Didn't this session of netizens always say, "Guo Jingming is the best medical beauty in internal entertainment"?
Now it's okay, not only in the entertainment industry, but also for the beauty of ordinary people, you can also ask Director Guo!
Therefore, the explosion of "Shezuo" is another topic case of celebrities opening stores?
I would say, yes and no.
Looking at the popularity of "Shezuo", it not only benefits from the blessing of star effect, but also the thrust of topic marketing, but more importantly, it does step on a number of popular hot spots and further dismantle the needs of female users.
For this popular case, let's talk about two topics:
01
Where are the hot spots?
Keywords: color, explosion, beauty
The biggest difference between "Guo Jingming's new store" and the star stores we have seen in the past is that
It opens up a new category of star stores.
It does not sell food and beverages such as milk tea and hot pot, nor does it sell fast fashion such as fashion brands and beauty, it sells customized experience and services.
Among the services offered by "SHISPACE", the most popular is a high-end service called "Color Test", which is priced at 1,388 yuan and currently shows that 800 copies have been sold.
The specific content of this service is to analyze the relationship between an individual's skin color, hair color and pupil color, and find a suitable color matching pattern for the individual.
The color image consultant will first take the color cloth and color card in front of the consumer, compare it with the skin tone, determine the suitable color tone, brightness and color system, and then further provide color and style recommendations for clothing, accessories, contact lenses, lipsticks and other beauty clothing.
(Material source: Xiaohongshu @ black-hearted young grandmother)
With the "color test" service alone, the "SHISPACE Shesaku" store has already earned millions of dollars.
Obviously, this novel experience model has brought freshness to the consumer market.
But there is a precedent for the popularity of this model.
As early as around 2020, the trend of personal color research has risen in South Korea, and through the promotion of Korean idol celebrities, Korean color testing was once very popular.
Therefore, the explosion of "SHISPACE" can also be said to be a successful follow-up.
In addition, the store also provides services such as online wild eyebrows and idol/celebrity makeup, which are precisely aimed at the needs of female users to "become beautiful".
Although the unit price is a bit high, there is a gimmick of "the same style of the star", plus a "customized" personalized buff, which seems to be reasonable.
Moreover, consumers can not only gain a high-end makeup experience here, but also find a path to beauty that suits them.
In addition, recently, more and more "explosive" videos have become popular on the Internet, how can this not be a kind of fanning the flames for those who want to become beautiful?
02
What's the key to marketing?
Keywords: Director Guo, star, aesthetics
This second one is true and easy to answer.
The key word of "Guo Jingming's new store" is obviously "Guo Jingming".
Although according to Tianyancha, the main business entity of SHISPACE Shezuo is Shanghai Persimmon Culture Media Co., Ltd., which is 63% owned by Shi Jing, 27% by Shi Hui, and only 10% by Guo Jingming.
But his influence can definitely account for more than 90% of the shares-
not only opened the voice of the new store, but also relied on its own traffic to bring the store to a hot search with a data of more than 100 million, avoiding the "cold start" of the new store.
In addition, the empowerment of the three words "Guo Jingming" for the new store also lies in the endorsement of the product.
As a makeup shop, the core product power of "SHISPACE Shezuo" is aesthetic power, and Director Guo is now recognized as a representative of high aesthetic power in the entertainment industry.
Ten years ago, in the movie "Little Times", the costumes and makeup are still not outdated, and all kinds of suits, furs, dresses, and haute couture are still talked about by netizens;
After that, "Jue Ji" and "Qing Ya Ji", although they failed to replicate the glory of "Little Times", they still occupied a place in the film and television industry with their excellent costumes;
In the past two years, many leading actors in "Cloud Feather" have made a circle with makeup in the play, and Director Guo's aesthetic convincing power has become increasingly stable.
Therefore, "Guo Jingming's new store", although it sells experience and service on the surface, its essence is "Guo-style aesthetics".
Some people agree with his film and television aesthetics, and some people are willing to pay for his new makeup store.
If the money bag is rich enough, from 1000+ to 10000+, it is just a matter of multiple 0s~
In addition to his own influence, Director Guo's "director" identity also allows the new store to bring many wild spokespersons.
Looking at this "brand profile" that has gathered almost half of the entertainment industry, it seems that it is not difficult to understand why the new store is hot.
Of course, all we can talk about at the moment is the recent situation in the past three months.
The future development will have to be seen in the future.
The only thing that can be confirmed is that Director Guo does not play low-end games.
People who used to use words to show ordinary people who were drunk with money later used film and television to concretize our imagination.
Now, the "small-time aesthetics" that shocked domestic entertainment is trying to open the wallets of ordinary people.
Seeing everyone here, do you want to go to the queue?