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These photo studios are becoming the new favorite of shopping malls!
Image source: Daisaku
Source | Winshang Huazhong Station (id:winshanghunan)
Young people like to take pictures, has become a daily entertainment and social way, on the major social platforms to publish "beauty" photos and get attention and "likes" is not a new thing. However, in today's strive for excellence, everyone seems to be less satisfied with the "beauty" function of social network photos, and there is also a new demand for formal photos such as registration photos and ID photos. As a result, a large number of modern "one-stop", fast and creative photo studios came into being.
According to network data, there are currently more than 100,000 photo studio institutions in China. In this Red Sea battle, whether it is a traditional photo studio represented by Kodak or a snapshot new brand that wins by "creativity", they have begun to look for a killer weapon.
01
Apply a "sense of ceremony" to match the user's "value proposition"
When it comes to ID photos, our first reaction is generally: "the same red, white and blue background", "stiff and unnatural expression", "unsightly ID card photo". There is no professional makeup artist modeling before taking pictures, the process is sloppy, the assembly line work, and the post-retouching is not careful enough, and the user only wants to shoot quickly. For the finished film, it seems that most people are not satisfied, and few people are willing to show their ID photos in front of others.
This type of product has three levels of model: the functional layer, the experience layer and the personality layer. The traditional ID photo only stays at the functional level: it meets the need for a ID photo. For ID photos, if you want to break through, you must improve the experience layer and personality layer.
The main ID photo and photo studio, mainly facing the first- and second-tier cities are about to graduate college students and white-collar workers, generally need to make an appointment in advance on the client, and some popular stores have a longer appointment time.
Different from ordinary photo studios, in addition to having a professional makeup artist to create a fresh and natural makeup for you, the internet celebrity photo studio will also provide a variety of clothing, so that the ID photos can also be beautiful in the sky. Since the emergence of hippocampal photo studios, naïve blue photo studios, etc., the country has blown up a wave of the most beautiful ID photos, these "small and important" photos, no longer the previous "ID photos that can be seen at the turn of life and death".
More is to seize the needs of users' "ideal self" in the process of consumption upgrading, and use the "sense of ceremony" to match the "value proposition" of incremental users to gain the reputation and dissemination of the brand.
In addition to ID photos, these "net red" photo studios also offer wedding photos, social network photos, girlfriend photos, group photos and photo photos for customers to choose from. With high-value ID photos and photo photos in a brisk and simple style, the photo studio has become a standard in shopping malls. It even derived functions such as coffee, light meals, and even exhibitions and lectures.
02
"Net red" photo studio has become the new favorite of shopping malls
ID photos are usually not taken ideally, but these "net red" photo studios can let you have the "most beautiful ID photo", this fresh photo service is popular with young people.
Most shopping malls in line with the existing business composition, increase the friendliness of customer experience from the starting point, so that people who like to take photos have a more interesting venue to play, to provide consumers with a rich and diverse sense of experience, the formation of interesting interaction at the same time, the shopping mall traffic has also been greatly improved.
Consumers' demand for scene-based consumption is increasing, and it is also an extension of young people's "art of life", especially "daily life aestheticization". The introduction of a new type of photo studio in the shopping center undoubtedly caters to the young people's mentality of seeking innovation and seeking differences, and has great attraction for young consumer groups.
03
Photo studios will be more informative and modern in the future
At one time, the overall level of informatization in the photo studio industry was very low. However, with the popularity of the most beautiful ID photo industry, the photo gallery industry has gradually transformed into a new type of photo studio, paying more attention to makeup, clothing and services, and the way of operation and management has gradually moved towards the standard operation path of informatization and modernization.
It is precisely because of "standardized products" that "photographers", the core competitiveness of the traditional photography industry, has become less important. This also answers a key question: Why can internet celebrity photo studios quickly blossom all over the country? Because they don't need to spend much time looking for photographers who can't be found. They just need to find people with photography skills and train them to "how to shoot a product that has been standardized?" "That's it.
As a new form of traditional photo studio, the new photo studio still has many places worthy of attention and excavation in the future, which is a good choice for shopping malls to refer to in the stage of investment promotion and operation adjustment before opening.
04
Analysis of the brand of some new photo studios
✦ Hippocampus Photo Studio: Brand features break the traditional photography mode and pursue "light and simple"
Image source: Winshang Network
Haima Body Photo Studio is the "most beautiful ID photo" light brand under Hangzhou Mantu Photography, the main ID photos, image photos, literary photos, family portraits, etc., with a rich product line and professional shooting process, I hope to take an extreme photo with an attitude of not taking it.
The name of the photo studio is also interesting, the hippocampus, the function of the human brain that governs memory, and its shape is similar to that of the hippocampus, hence the name hippocampus. The concept of the hippocampus photo studio is to be people's hippocampus and become a transit station for memory.
In March 2015, The Hippocampal Photo Studio opened its first offline store in Zhejiang Media College in Hangzhou, Zhejiang Province, which was widely loved by Hangzhou university students and expanded rapidly in less than two months, while the Hippocampus Photo Studio was also the first photo studio in the country to open in an urban complex, adhering to the preferences of young people and leading the trend of the times.
The decoration of the hippocampus is mainly a simple literary style, small fresh colors, although the overall rental area is small, but there are waiting areas, clothing display areas, makeup areas, photography areas and other areas in the store. Especially in the two areas of clothing and makeup, which obviously subverts the traditional preparation before the id photo shoot, the hippocampus experience helps customers adjust to the most natural state during the shooting.
And the "same day shooting day to take the film" method, let the customer take the photo, then visit the shopping mall, before leaving, to the photo studio to take the film. Although most digital photo studios can achieve "standing and shooting", the link of the hippocampus in the refining of photos after shooting is completely different.
✦ Innocence Blue Photo Studio: Brand Attitude: Provide services for people who care about the quality of life
Founded in 2010, the Naïve Blue brand provides exquisite ID photos, business image photos, and high-end family photos as its core services. Distinguishing itself from other businesses in the industry with its strict demand for detail and quality, it has won many reputations and trusts, providing a high-quality ID photo shooting experience for more than 1 million people.
Since its inception, Naïve Blue has been deeply involved in "small and important" photos such as ID photos, marriage registration photos, personal portrait photos, and continues to launch new personal image services such as social media avatar photos, art photos, pet photos, etc., hoping to provide high-quality life services for young people who care about the quality of life, showing everyone's happiness and self-confidence.
If you study the user portraits of Naïve Blue, nearly 80% of users are women, and nearly 70% of users are aged 18-30 years old. The unit price of naïve blue is about 300 yuan, covering young consumers in first- and second-tier cities, who are more concerned about the quality of life and have a high degree of decision-making power over consumption. The business logic of naïve blue is also around the lives of these users, mining new scenarios and lengthening the life cycle of users.
✦ Pugefi Photo Studio: There is an open retouching area and a café waiting area
The puregraphy brand originated in Australia, and its original intention was to take impressive, memorable and circulating photos in the most simple and pure way. Mainly in the Nordic minimalist style, a large area of white, black, log color and geometric frame, the store area of 480 square meters, set up a front desk consultation area, makeup and hair area, photography area, clothing area, art retouching area and coffee area.
Pugefi Photo Studio provides face value ID photos, marriage license photos, social network photos, girlfriend photos, photo photos and group photos, with a price range of 99-200 yuan; a complete set of photos from shooting to finished products, the time required is half an hour to an hour. Pugefi Photo Studio has a dedicated makeup and hair area, a clothing area and a café area, and even four photo studios.
Among them, the largest studio is a studio without a studio, which is specially created for group photos. It is worth noting that Pugefi Photo Studio also tried to cross-border cafes for the first time, creating a coffee brand "pure cáfe", enriching the consumer's sense of experience, making the originally boring waiting process interesting, so that consumers can enjoy this short waiting time. Currently, pure cáfe offers drinks, coffee and cakes, and rose lattes, sparkling water and iced coffee are the café's signature drinks.
✦ Youshao Photo Studio: Launched one store, one theme
Youxiao Photo Studio is a young trend brand under Shandong Youxiao Advertising Media Co., Ltd. that focuses on "the most beautiful ID photos". Nowadays, people's pursuit of beauty and investment in the demand for beauty are rising in a straight line, and the growth rate of "non-necessities" has accelerated significantly. In the "beauty-loving" industry, the photography industry is the most important part of the economy.
In terms of technology and process, Youxiao breaks the traditional photography characteristics of heavy, slow and more traditional photography, we chase the light, fast, simple light photo style, in the pursuit of stores, Youxiao Photo Studio adheres to the principle of putting the new life aesthetics in the first place, launches a store and a theme - each store combines the shopping mall style and local humanities under the overall style of Youxiao, creating a unique theme and more distinctive.
Leading the national new life aesthetics consumer market, putting user experience in the first place, using the offline physical store personalized service and online activities to cooperate with the way, linking stars, Internet celebrities, national authoritative media and pioneer opinion leaders from all walks of life, to give users who pursue quality life and pursue beauty new consumption.
✦ White Painting Photo Studio: Good at using pure light and shadow to mobilize the emotions of guests and record the most authentic beauty
Founded in 2016, Baizhi Photo Studio is a young and energetic team composed of international students from all over the world, which belongs to Beijing Most Beautiful Smile Photography Co., Ltd.
White painting originally means a descriptive technique without too much embellishment, so the white painting photo studio is good at using pure light and shadow to mobilize the emotions of guests and record the most authentic beauty.
White painting photography is mainly composed of a team of professional photographers of Beiying, hoping to use new photography ideas and different photography techniques to beat this unique impression.
✦ Party Snapshot Photo Gallery: The whole process takes only 15 minutes
Founded in 2015, Fang Snapshot Photo Gallery aims to provide customers with a convenient and pleasant idiosyncratic snapshot shooting experience. Fang Snapshot Photo Gallery provides all kinds of ID photos, ID photos, visa documents of various countries, enrollment ID photos, marriage registration photos, business headshots, bust photos, ID photos and other services.
Fang snapshot photo gallery business philosophy: more convenient - just like the "go out and turn left 50 meters" photo studio, convenient transportation, Fang Fast is closer to the life of consumers, is the real ID photo experts around; more efficient - from taking photos to taking photos, the whole process is only 15 minutes, reflecting the efficient connotation of "snapshot" service; more focused - always "strive for truth and beauty, take a good look at the ID photo" as the goal, the entire service process with a meticulous attitude to win the favor of customers; more professional - professional and efficient team, Present the most authentic beauty, with strict self-requirements, responsible for the image of customers.
✦ Ichiki Photo Studio: Advocates the preservation of individual, aesthetic, life, and cultural diversity
Image source: Baidu image source
Yimu Photo Studio originated in Hangzhou, the capital of the Internet. Focusing on the Internet + light photography service of portrait shooting in the studio, it respects the uniqueness under the lens, and creates a more refreshing and natural personal image display with the aesthetic definition of light color matching, light modeling and light fashion.
Each product and service type of Ichiki covers personal ID photos (job search, visa, enrollment, etc.), marriage registration photos, professional portrait photos (workplace, model cards, image display, etc.), photo photos, and family portraits. Yimu provides customized image services for enterprises and governments, including employee ID photos, public office ID photos, executive image photos, environmental image photos, corporate team photos, etc., to comprehensively improve the image display effect of the government and enterprises.
By advocating the preservation of individual, aesthetic, life, cultural diversity. "Ichikigo" aims to explore the relevance and possibilities of "image memory" and "art space".
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Date: September 20, 2019 Location: Chengdu, China (Azure Cartier Garden City)