With the continuous improvement of economic development and material living standards, the continuous growth of consumer demand and the continuous expansion of scale, people's consumption concepts have shifted from the requirements of "quantity" to the pursuit of "quality", from focusing on short-term satisfaction to attaching importance to long-term actual needs, and the consumption trend of green consumption, rational consumption and sustainable consumption has emerged.
Especially during the epidemic, people have re-examined the essential needs of life, and this new concept of consumption has gradually been recognized and consolidated. Changes in consumption concepts will promote supply-side innovation and development. "Where there is demand, there is a business opportunity.". As the ultimate purpose and direct driving force of production, the change of consumption preferences can not only promote the transformation and upgrading of enterprises, but also may create a new blue ocean.
In recent years, after the rise and fall of the concept of "new retail", "new consumption" has become a new outlet, and the success of Yuanqi Forest and Bubble Mart has provided solid evidence for the enthusiasm of investors - from application stores to supermarket shelves, cutting into the consumer industry with Internet thinking does have a miraculous effect. The people who have changed the traditional consumer industry are entrepreneurs with Internet thinking and practical experience who shout the slogan "All industries are worth being redone again".
Compared with traditional companies, Internet people who have newly entered the consumer goods industry have two magic weapons, one is called product ability, the other is called marketing ability, and the basic skills cultivated by years of fighting in the Internet industry allow "new consumption" practitioners to focus on creating explosive products and quickly going out of the circle, and quickly complete "from 0 to 1".
Yu Peng, former head of overseas local operations of Huang chartered car travel, applied Internet thinking to offline stores, and through the combination of drainage and just need, created a "light and you tide play selfie pavilion" where "practical" and "entertainment" coexisted, so that consumers' personalized consumption needs can be more accurately met and the accuracy of supply and demand matching can be improved.
"Define the new art of selfie to make you look good and fun" light with you about you tide play selfie museum is a tide play photo offline collection place created for young people. Here, trend dress-up, self-service shooting, users can play their own ideas and creativity in the shooting process, combined with the AI beauty algorithm created for Asians, so that users have a unique and interesting experience at the same time, easily harvest personalized quality of exclusive photos.
Behind "Light and You" is that intelligent services are entering people's lives, and new technologies are empowering traditional projects and providing consumers with a new consumer experience. With the development and application of modern information technology, consumers' personalized consumption needs can be more accurately met, improving the accuracy of supply and demand matching; with the development and application of artificial intelligence, Internet of Things and other technologies, intelligent life services are entering people's lives and gradually becoming a new consumer experience for consumers.
Yu Peng introduced that there are three main advantages of light and you, one is the first entertainment photography combined with the just need photography mode, the second is self-service photography and the realization of instant shooting, and the third is the introduction of the explosive Korean drama Han Zong, so that the project comes with its own Internet celebrity gene, easily causing the topic of heat.
The users of "Light and You" are mainly women, and the post-95s and post-00s are the main components. As the newly emerging mainstream consumption of the post-95s and post-00s, disposable income has gradually risen, but offline entertainment is relatively single for them, and this group of consumers who are willing to share and have strong fission ability are no longer satisfied with the traditional entertainment model. Trend dressup, self-help shooting, in the process of taking photos to give full play to their own ideas and creativity, with three machines to create this entertainment photography + just need to combine photography mode, redefine selfies, make art fun, this new form of consumption undoubtedly poked young consumers fiercely.
Just using Internet thinking to reshape the consumer industry is not comprehensive enough. Yu Peng, founder of "Light and Your Trend Selfie Pavilion", was a guest in xiou interview room to talk about where the "new consumption" is new? What kind of lifestyle is reflected behind it? How can startups build their own "moat"?
Xiou Network: Hello Mr. Yu, please introduce your professional experience, when did you start to contact the direction of young people's new consumption experience?
Yu Peng: I mainly work in the royal chartered car travel, responsible for the global overseas driver standardization management.
Pay attention to this direction is to see the emergence of some emerging brands: such as Wang Xiaohao, Yuanqi Forest, etc. These new brands more accurately meet the consumer needs of Generation Z. A popular saying lately is that all industries deserve to be redone. The essential logic is that the channels and users have migrated and changed, so I began to pay attention to the direction of new consumption and new experiences of young people, combined with my own resources to cut into the segment of offline entertainment consumption photography.
Xiou Network: Choosing to create "Light and You", the main reason is what kind of market demand is it?
Yu Peng: There are fewer and fewer places for young people to play offline, and we are thinking about how to create a new entertainment consumption scene for young people offline. After combing through the scenes of offline entertainment consumption for decades, it was found that the stickers that swept through the 90s were eliminated by the market because of technology and gameplay, but user demand still exists. Therefore, based on the studio-level AI beauty algorithm, we have also launched an upgraded version of the head sticker and a portrait selfie device that meets the needs of the document category.
Xiou Network: Compared with other photo studios on the market, what are the differentiated service contents in terms of model, service and other aspects? What differentiated experiences can customers have?
Yu Peng: First of all, the whole experience process highlights ai intelligent shooting and weakens the artificial part. Customers use creativity and imagination to operate and experience the product on their own. Finally, we present a variety of AI beauty retouching results to customers for customers to choose.
The content and gameplay of the second store are very trendy, and there are many customers here who like not to buy and buy new and exotic products with low utilization. Here you can see props (glasses, hair bands, head covers) and costumes (Millennium Hot Girls, JK, etc.) on major platform variety shows, which can be experienced for free here.
Third, our users are mainly after 95 and 00, and there are more women, second-dimensional, girlfriends, and couples. The entire store is designed in a style that favors young people. The contrasting colors of Klein blue and yellow are used, while adding some more trendy elements. Subvert the user's cognitive design of the traditional photo studio.
In terms of model, the products of our entire store are mainly divided into two parts, the first part is entertainment products, such as Korean stickers and light photos. The second part is just needed products, such as ID photos, wedding photos, and image photos. Our overall operating model, whether it is the decoration design of offline stores, or some of the drainage we have done in Xiaohongshu Douyin, can continuously bring some traffic to the store. We combine the influencer effect of just-needed products and entertainment products, and the profitability and anti-risk ability of the entire store are very strong.
Xiou Network: What is the current development of the entire market at home and abroad in this track that you are looking at?
Yu Peng: At present, I estimate that the entire track entertainment photography and document photography have a market size of tens of billions in the market. The demand for document photography is large, but it is relatively scattered and there are fewer large-scale players. Entertainment photography is an incremental market with an ever-expanding growth rate and scale. As of October this year, we launched the Korean datou sticker last year, and there have been more than 1,500 offline stores, about 100 million C-end revenue. This year, we launched the "Light and You Tide Play Selfie Pavilion" mvp stage has been landed in Wuhan, Guangzhou, Changsha and other cities, has served more than 20,000 users, customer feedback and market demand exceeded expectations.
Xiou Network: What new pursuits do you think are young people's consumption concepts and consumer experiences? What are the new trends?
Yu Peng: I think young people are more individual now, advocating freedom, advocating fashion, and do not want to be similar to others. "Light with You" can be said to redefine the new technology of selfie, not only good-looking, but also fun. Everyone can take the effect they want according to their own aesthetics and express themselves in the form of taking pictures.
Xi'ou Network: What are your expectations of "Light and You"? What kind of company do you want to eventually make?
Yu Peng: In the future, we hope that Guang and you will become a standard place for young people's offline entertainment. It is a symbol of a trend and an export of young people's culture.
At present, there is no listed company in the photo industry, although I hope it has the opportunity to go public, but listing is not our purpose, we do this thing is to hope that more young people identify with our value and future development, which is something I feel is more meaningful.
Xiou Network: At present, "Light and You" open agent has joined? In what ways can franchisees be empowered?
Yu Peng: All of our stores are franchise stores, but we are currently free of franchise fees. Our revenue depends on the income of our clients. We will empower merchants at different stages before, during and after the store is opened.
Store operation: We will standardize the output of all aspects of the offline store opening process;
Content operation: We will combine the current hot spots and holidays to make a year-round promotion plan to ensure the freshness of the store;
Online operation: We have polished a set of methodologies for the promotion of platforms such as Xiaohongshu and Douyin, as well as the operation of Meituan, which can effectively protect the online traffic of stores;
Customer management: We launched a private domain management system, each customer will add our enterprise WeChat to help merchants manage their own customers;
Product: Combined with the needs of C-end users, we regularly update to ensure that the massive needs of users are met.
Xiou Network: Everyone understands entrepreneurship differently, how do you define entrepreneurship? You can share 3 points of your entrepreneurial experience or experience.
Yu Peng: The first step in starting a business is to choose a track, and the size of the track determines the size of your future achievements. The advantages of the product and the needs of the market customers are combined to the greatest extent, which determines how big you can do this thing. The first step is very critical, to spend more time and energy on this.
The second is to disassemble the goals of the project into different stages, and then to disassemble the goals of different stages. What resources do you need to support you at different stages, such as your resources, money, or team technical products. That's how I understand entrepreneurship.
Let's talk about the entrepreneurial experience briefly.
The first point is to be grateful: always be grateful to our customers, users and teams for their understanding, recognition and support
The second point is to grasp the key points: the principle of two eight, each project has different priorities at different stages, we must focus our resources and energy on the most core things, and do not pay too much attention to the details.
The third point is to remain rational: the pressure and anxiety of entrepreneurship are normal, and it is necessary to think clearly about the goals of different dimensions and different stages from top to bottom, take stock of resources and problems to be solved, and fundamentally solve problems.