Author |Mia
"Four-figure check-in celebrity dressing room"
"Amateur experience a day in the life of a star"
......
The short video of Guo Jingming's makeup store visit posted by bloggers on major platforms is making many people spend 1,388 yuan for his new store.
Not long ago, the topic of "Guo Jingming's per capita consumption of 1,500 yuan in opening a new store" rushed to the hot search, and Guo Jingming "entered" the beauty industry in an unexpected way.
Netizens have also been ignited, and it seems that they only need 1500 to go to the new store of the aesthetic king Guo Jingming to do a whole makeup image transformation, and enjoy the treatment of celebrity makeup artists and stylists.
In January of this year, the "SHISPACE Shezuo" store, which is claimed to be opened by Guo Jingming, opened for trial operation, and only 4 months after its opening, it ranked first on the "Shanghai Beauty/SPA Hot List" on Dianping.com.
As a popular beauty store, "SHISPACE Shezuo" is positioned as a "one-stop interactive aesthetic space", similar to the makeup shops and makeup rooms that were popular in Korea before, and can provide a series of services such as color testing and makeup.
It is worth noting that the price of "SHISPACE Shezuo" is very expensive, far exceeding that of Shanghai makeup stores. According to the Dianping APP, the per capita consumption of "SHISPACE Shezuo" is about 1492 yuan, of which the group purchase price of "Advanced Personal Four Seasons Color Test" is 1388 yuan, and the sales volume has exceeded 900 copies, which means that the color test alone has sold more than one million yuan.
However, such high pricing did not affect business, and the store has a very hot number of reservations, with service appointments scheduled until mid-May, and weekend bookings even full until June.
Obviously, on the track of grasping the audience's aesthetics and completing traffic monetization, Guo Jingming once again proved his outstanding ability. The god of aesthetics can not only let the star have the "most beautiful clip" through the lens, and rejuvenate overnight, but also create an aesthetic dream for ordinary people, so that the "image design", which was not popular 10 years ago, will be transformed and crowned with the name of "color test", which has become a new trend.
But can you really go to a store, do a test, and draw a disposable makeup look to instantly become beautiful from the inside out? Without the appearance of a female star, and not at all as beautiful as a short video blogger, what you get is a single exclusive star experience, or an IQ tax sickle?
Under the lively out of the circle, "SHISPACE Shezuo" has harvested a large number of consumers with the highest-selling color test. The so-called color test is to analyze the relationship between an individual's skin color, hair color and pupil color, and find a suitable color matching rule for customers to dress up. In the product details, the project includes "high-end cold and warm four-color evaluation, overall image style design, daily makeup (trial opening benefits)", and the service time is 120 minutes.
The bloggers' store visits on the platform have added fuel to the explosion of color testing. The video shows the entire process of the service, where the color image consultant uses a cloth and a color card to compare the customer's skin tone to determine the most suitable shade, brightness and color scheme, and even analyzes what pattern you are suitable for, what neckline shape, what style of jewelry and frames, all down to detail.
In addition to intuitive color matching, the deceptively complex but professional "precision measurement" service in the store is also a major selling point. Many users in front of the screen are amazed by the use of a soft ruler to accurately measure the aspect ratio of the face to analyze the most suitable hairstyle for customers, and to measure the arrangement of facial features and professionally analyze the areas that should be focused on when applying makeup.
Obviously, the effect is that this novel experience model brings freshness to the consumer market.
Only one color test worth 1,388 yuan has sold more than 900 copies, and the store revenue is nearly 1.25 million. In addition, there are also "celebrity makeup artist custom makeup" priced at 1580 yuan, "idol makeup/star makeup" at 1080 yuan, "dinner makeup" at 1180 yuan, and eyebrow tattoo services ranging from 2280 yuan to 9880 yuan.
Although the average price of "SHISPACE" is much higher than the average price of more than 200-300 yuan for the second and third places in the "Shanghai Beauty/SPA Hot List", there are still a large number of amateurs and Internet celebrity bloggers on Xiaohongshu who are willing to line up to pay for this business.
Looking back at the spread path of "SHISPACE" becoming a hot topic, it can be found that the rapid rise of the brand is inseparable from the promotion of many bloggers and celebrities.
The "celebrity same effect" caused by celebrities and other public figures has brought traffic blessings to "SHISPACE". Since its opening, many celebrities such as Zhong Chuxi, Shi Baiyu, and Li Yitong have visited "SHISPACE Shezuo" to experience its services.
Dianping information also shows that its service stars include Yang Mi, Di Lieba, Zhang Yuqi, Times Youth League, Chen Duling, Tian Jiarui, Yu Shuxin, Zhang Yixing, Wang Yuan, Cheng Xiao, etc., and the professional team of the main star provides professional services.
At the same time, Chop Jiao observed that @黑心少奶奶成为了 key communicator of "SHISPACE Shezuo" on social media. She warmly recommended: "I strongly recommend all girls to do it", "Know yourself thoroughly", "I used to think that the color of the old and aunty is actually the most suitable for me", "It turns out that I am the most suitable for the hairy flu + long hair style", "No matter who it is, there is a standard beauty when they draw it", the words wrapped in infectious power are more likely to produce large-scale communication fission, and have a strong attraction to female audiences.
In order to capture the hearts of young people, "SHISPACE Shezuo" has a clear positioning, focusing on high-end However, the price is controlled in a zone where middle-class or urban women can afford to spend their teeth.
For example, at the service level, "SHISPACE" provides a large number of high-end makeup products, and claims that customers can use products from more than 50 makeup brands around the world for free, without customers having to bring their own makeup tools, which not only improves the customer experience but also strengthens its high-end brand image in the market.
Not only that, in order to meet the needs of a wider range of customers, the store has also launched a value-added service for makeup dispatch. On the basis of purchasing a designated makeup package, customers can choose to pay an additional 300 yuan to enjoy door-to-door makeup services within a 10-kilometer radius, providing a more convenient and personalized beauty solution.
"SHISPACE Shesaku" is riding the east wind of the explosion and grasping the star dream that every girl has. Guo Jingming's shop not only wants to be a god of atmosphere in the TV drama circle, but also can really turn his eyeballs into money bags, and take out 1,300 yuan from the pockets of exquisite girls.
Not to mention that more and more big names and makeup artists are also coming to achieve each other and achieve a win-win situation. According to the information of its Xiaohongshu account, Chop Jiao observed that a number of beauty brands have communicated and cooperated in the store, Shiseido's 3.8 Project TVC has chosen to shoot in this store, and Tang Yi, a well-known makeup stylist and founder of the Caitang brand, has also visited the store.
Even Tang Yi, who made up Chen Duling, came to check in, why is it not a new transmission point?
"Congratulations on the opening of SHISPACE", not long ago, the Xiaohongshu account of "SHISPACE Shezuo" released a video of Guo Jingming congratulating the opening of the store, whether it is the daily promotion of the store or the linkage with the founding team, "SHISPACE Shezuo" seems to have adopted a marketing strategy closely integrated with Guo Jingming.
However, it is still debatable whether "SHISPACE Shezuo" is Guo Jingming's brand.
It is understood that the main company of "SHISPACE Shezuo" is Persimmon Orange (Shanghai) Culture Media Co., Ltd., and the shareholders are Shi Jing, Shi Hui and Xu Chenyan. As a good friend of Guo Jingming, Shi Hui has participated in many films directed by Guo Jingming, such as "Cloud Feather", "Big Dream Returns" and "Qing Ya Ji".
Although Guo Jingming only appears in the list of shareholders of affiliated enterprises, in another company held by Shi Jing and Shi Hui called Shanghai Persimmon Culture Media Co., Ltd., Guo Jingming holds 10% of the shares and invests 110,000 yuan, making him the third shareholder.
In this carnival, netizens don't seem to care too much about whether Guo Jingming really controls the company. They believed, "He didn't do the styling in the movie, but the aesthetics of Guo Jingming's team are definitely not much worse." ”
Carefully analyzed, the reason why "SHISPACE" can stand out in the crowded beauty track is that the core product power behind it is aesthetic power, and Guo Jingming's team is recognized as a representative of high aesthetic power in the entertainment industry, and "Guo's aesthetics" has become a huge commercial symbol.
Guo Jingming is quite confident in his own aesthetics, as early as 2013 he said, "I have an advantage, that is, my aesthetics are very accurate, aesthetic accuracy means that I know very well what the public's aesthetics are, and then I will give him something half a level higher than this aesthetic." ”
One example of this is the high level of discussion of film and television works, from "Little Times" to "Qing Ya Ji" to "Cloud Feather", Guo Jingming's works have always been the focus of aesthetic discussion. "Little Times" became famous in a fight, and words such as advanced and pursuit of quality have almost become the labels of his works, and the excellent service of "Qing Ya Ji" still occupies a place in the film and television industry.
In particular, "Cloud Feather" shows the aesthetics of "Guo's" to the fullest, and the "explosion" sweet girl Yu Shuxin has successfully transformed into a gentle heroine; ”
There is no doubt that Guo Jingming has made a signboard by relying on aesthetics, some people recognize the aesthetic logos shown in his film and television works, and naturally some people are willing to pay for his new makeup store.
By providing a team of professionals with the same style as the stars and services tailored to individual needs, "SHISPACE Shezuo" has successfully transformed "Kwok's Aesthetics" into a powerful marketing tool.
Judging from the market feedback, this is indeed in line with the psychology of consumers' pursuit of beauty, young consumers not only value external beauty, but also seek unique looks that match their personal identity and lifestyle, and there is also a high demand for personalized and customized beauty services.
Especially for those young people who pursue the spirit of "appearance first", the pursuit of "beauty service" is more clear, and they are willing to invest more money and energy in their image and style.
In the current era of explosive reform, driven by the dividends of traffic and users, batches of merchants are taking the initiative to enter the commercialization track.
In the beauty industry, Li Dongtian (Dongtian Styling), Mao Geping, Tang Yi, without exception, rely on technology to open the way to harvest, not only satisfied with offline revenue, but actively seek commercial ways to monetize.
Specifically, "Dongtian Styling" has nearly 40 wholly-owned subsidiaries and 25 directly operated barber shops; Mao Geping has launched his own makeup brand MAOGEPING and Zhiai Life; Tang Yi founded the Caitang TIMAGE brand to make professional makeup lines belonging to Chinese. "SHISPACE" has also opened up new monetization channels outside of physical store services, selling skincare products, beauty products and fragrances through its mini-program mall, not only providing makeup services, but also trying to develop into a comprehensive planting and shopping platform.
On the one hand, the price is too high, and the average price of its Beijing stores is often thousands of yuan, and some consumers say that the price of hairdressing has risen in a few years; on the other hand, Dongtian modeling is riddled with lawsuits, some stores are withdrawn or contractors are replaced, and consumers are faced with the embarrassing situation of having no way to return the card and refund.
Overall, although the business model of "SHISPACE Shesaku" seems to be full of potential, it has been questioned in various ways since the store opened.
First of all, while many well-known bloggers attract attention through low-price marketing, the services they actually promote are much more expensive than expected.
According to the blogger @黑心少grandmother shared in the comment area, the color test and customized makeup of 1388 and 1580 are only entry-level consumption, and the cost of a complete experience of a set of services from hairstyle, makeup, dressing, etc., may exceed 10,000 yuan, such a high price makes ordinary consumers feel unbearable, especially under the low price of 1500 yuan per capita, this price difference makes consumers feel misled.
Secondly, although this personalized service model has been around for some time and has its market base, in terms of price, the domestic market seems to be higher than abroad.
In fact, personal color tests have been popular in South Korea since 2020, and with the promotion of Korean idols and celebrities, Korean color tests have become extremely popular. In contrast, the price of the same service is much lower in Korean makeup shops. In addition, there are a large number of free applications on the market that provide color tests, and the color test priced at 1388 yuan is regarded as not cost-effective among consumers, and some people even call it an "IQ tax".
Finally, the question of service effectiveness is also the focus of consumers' attention, and the uncertainty of service effect may affect consumers' trust and satisfaction with services.
It is worth mentioning that due to the lack of uniform evaluation criteria, the results of color tests are often inconsistent, and some consumers say that the results of multiple tests they have conducted are different, "this test item is highly dependent on the aesthetics of the image consultant, and different color consultants may get very different results".
Unlike everyday consumer goods, the results of color tests are generally considered long-term, which means that once a customer completes a color test, they may not be able to perform such services again for a long time. This situation may affect the consumer's willingness to make repeat purchases for such services.
For brands, adopting a high-priced service strategy as a way to monetize their personal IP is indeed an effective method. However, as more and more similar stores are opened across the country, the competition for brands is also increasing.
From a long-term development perspective, whether the commercialization of explosive reform can be transformed from a short-term trend to a sustainable and long-lasting business needs to be tested by the market and time.