text | Retail Business Finance, author | Luo Wenbin, editor and reviewer | Hexiang
Recently, the news of Guo Jingming’s entry into the beauty industry has spread throughout social networks. About Guo Jingming’s Weibo entries, “Guo Jingming opens a new store and the per capita consumption is 1,500 yuan”, “Guo Jingming opens a new store and the per capita consumption is 1,500 yuan.” "New store appointments have been scheduled until May" has been on the hot search. Director Guo, who has always been well received in the field of film and television aesthetics and culture, has finally brought his aesthetic style to the beauty industry?
Picture source: Public account "shispace 舍zuo"
It is reported that this makeup store named "shispace 舍zuo" is located in Shanghai and has quickly become popular since its opening four months ago. The
store is extremely popular, and customers who have made reservations to experience its services have already lined up until the end of May.
What is even more eye-catching is that this high demand has even given rise to the phenomenon of scalpers reselling reservation quotas. Many celebrities have crossed over into the beauty industry and use the influence of their personal IPs to promote brands, often achieving twice the result with half the effort in marketing. Effect.
However, this approach also comes with risks, and there are many failure cases on the market.
Guo Jingming’s recent involvement in the beauty industry, especially his partnership with “shispace”, and whether this cooperation can bring him sustained market popularity, is worthy of in-depth discussion.
As an emerging beauty store, it remains to be seen whether "shispace" can maintain long-term customer attention and market vitality with Guo Jingming's support. What makes
shispace so popular?
The author learned that the per capita consumption of "shispace" is around 1,500 yuan, and the price of group buying items in the store is as low as 196 yuan and as high as 9,876 yuan. In just March of operation, the store ranked first on Dianping.com's "Shanghai Beauty/Spa Hot List", with sales exceeding 500 copies, bringing nearly 700,000 yuan in revenue to the store.
Picture source: Dianping
In the beauty industry, which is so deeply involved in involution, why did Shispace make such a breakthrough? The first thing
should bear the brunt of is its involvement with Guo Jingming, and the "Guo's aesthetics" out of the circle is exciting.
According to official information and Qichacha data, "shispace" is operated by the Jing'an branch of Shanghai Shiye Culture Media Co., Ltd. The branch was registered in November 2023 and is headed by Shi Jing.
Shanghai Shiye Culture Media Co., Ltd., as the head office, was established in May of the same year. The company's equity structure shows that Shi Jing holds 63% of the shares, Shi Hui holds 27% of the shares, and Guo Jingming holds 10% of the shares.
Picture source: Qichacha
Guo Jingming not only plays an important role in the promotional activities of "shispace", he is also called the "host" by the brand account, and frequently uses "Guo's aesthetics" as a marketing label.
In addition, Shi Hui is not only one of the company's shareholders, but also the general styling director in Guo Jingming's movies "Yun Zhi Yu" and "Qing Ya Ji", and is also labeled as the "manager" of the brand. This in-depth cooperative relationship and interaction between
shows that the connection between Guo Jingming and "shispace" is not just a nominal cooperation, but may be a substantial in-depth participation and joint promotion.
Picture source: Xiaohongshu
In addition, rich fashion resources and professionalism are also one of the reasons for its popularity.
"Shispace" is positioned as a makeup store that provides "star-level one-stop beauty solutions". It mainly engages in makeup customization, hue diagnosis, eyebrow tattooing, makeup courses and other businesses. It has gathered domestic and foreign first-line celebrity makeup shops. Shitiantuan has served Yang Mi, Dilraba Dilraba, Zhang Yuqi, Times Youth League, Chen Duling, etc.
It is worth noting that a color testing service worth 1,388 yuan in the "shispace" group purchase project far exceeded other services in the store with a sales volume of 800+, and the total sales exceeded 1.11 million yuan.
Source: Internet
Generally speaking, although there is no unified standard for color testing services, there are still certain thresholds.
color image consultants will analyze and classify consumers' skin color attributes such as skin color, hair color, eye color, lip color, etc., study the suitability and coordination of each color for customers, and ultimately help consumers find the most suitable one. Your own makeup and outfit plan.
It is understood that this color test was first popular in South Korea. It has been introduced into the domestic market in recent years and is still in the emerging development stage. With the development of society and economy and the improvement of aesthetic standards, spending 1388 to find a color combination that suits you is a reasonable and lasting benefit for women who love beauty.
searched for the keyword "color test" on the Xiaohongshu platform, and there were also bloggers' experience posts and positive reviews.
Picture source: Xiaohongshu
With the blessing of various factors, the popularity of "shispace" can be traced. The wave of
has faded, and the lasting popularity may become a false proposition.
is just like the stages of introduction, growth, maturity, and decline that the product life cycle goes through. Any traffic outlet will go through this process.
There is no doubt that the "shispace" makeup store has seized the opportunity of color testing, and the dividends of Guo's aesthetic have successfully made it out of the industry. However, the author believes that whether it can continue to attract traffic still needs to draw a question mark.
First of all, whether it is the makeup design, color matching, or eyebrow tattoos in the store, is too expensive and has the characteristics of a one-time experience. The low repurchase rate has become its biggest drawback.
Searched for the "Color Test" project in Shanghai on the Meituan platform and found that there are no more than ten merchants with this service. The price is generally around 800-1,000 yuan and the service time is 2-3 hours. Except for "shispace" "In addition to its high popularity, the sales volume of other stores is generally in single digits.
Source: Meituan
Nowadays, consumers are becoming increasingly rational in their decision-making, and they are more inclined to products and services with high cost performance.
For ordinary consumers, makeup and color services are neither necessary nor exclusive, and they tend to adopt a wait-and-see attitude. For the vast majority of young women, following the trend only requires one experience check-in. Obviously, apart from the star effect, "shispace" does not yet have a long-lasting and hot second growth driver.
In addition, the key to the beauty industry is to keep pace with the times, continue to innovate, and provide customized services according to the individual needs of customers.
When we focus on the main business of "shispace", we can't help but think of the "explosive" makeup series that are all the rage on the Internet.
’s original voices of excitement and appreciation were gradually replaced by voices of homogeneity. The makeup artist failed to innovate outside the inherent framework and continued to copy the same model. The same style eventually led to the audience’s aesthetic fatigue.
Picture source: Xiaohongshu
From this point of view, people can’t help but think that although “shispace” has set off a craze in the beauty industry due to its popularity, over time, will consumers be interested in this kind of beauty? Aesthetic fatigue caused by style is also a problem that needs to be considered.
Finally, unlike the traditional beauty industry, which focuses on products and services, Color Cosmetics focuses on services rather than products in its business operations.
This means that its core competitiveness lies in providing high-quality services rather than selling products. Compared with products, services have poor durability and replicability. If consumers are not satisfied with the service, they may not choose the brand for consumption again.
At the same time, the brand is too deeply tied to Guo Jingming's IP, which also triggered the worry of "all losses, all prosperity". After all, Huaxizi can achieve a bumper harvest because of Li Jiaqi's "Buy it!", and also because Li Jiaqi is in The inappropriate remarks in the "Eyebrow Pen Incident" caused him to fall from the altar.
There are many celebrity cross-border failures, where is the future of "shispace"?
Looking at the domestic and foreign beauty markets, there are actually many cases of celebrities crossing over into beauty. The star halo of can only bring short-term effects. After the big wave fades, consumers will pay more attention to the products and services themselves.
American Hollywood actor Brad Pitt launched his own personal brand "le domaine" in September 2022. The brand focuses on "genderless", that is, neutral skin care products suitable for everyone. However, the excessively expensive price positioning has made everyone's resistance go beyond the enthusiasm for buying celebrity brands.
lady gaga launches cosmetics brand “haus laboratories”, the first and so far only beauty brand sold exclusively on Amazon, without gaining traction and success.
Source: Internet
Looking back at China, around 2019, celebrities such as Fan Bingbing, Zhang Xinyu, and Guo Degang gathered together to sell facial masks, but there are only a few celebrity brands that have survived to this day.
Guo Jingming crosses the field of beauty and cosmetics. He undoubtedly uses his high attainments in aesthetics, fashion resources in the entertainment industry, and the love of his fan base. It is an inevitable trend to become popular for a while, but after the trend, people will start to pay attention to service experience and price. Is it equivalent?
In terms of price alone, the per capita consumption of "shispace" is around 1,500 yuan. A 2-3 hour service experience will result in such a high price. Consumers have mixed reviews about this, and some even think that 1388's " Color Test” is an IQ tax.
Nowadays, consumers are willing to spend money on their own emotions, and they will also shop around for the same type of products. Their shopping decisions are becoming more and more rational. 's attempt to achieve sustainable growth by relying on the celebrity effect may be in vain.
However, it is foreseeable that color beauty, as a subdivision in the field of beauty, provides a new idea in the current involution of the beauty market. Similar beauty industries may spring up like mushrooms after a rain, pushing competition to become fierce. state.
Therefore, as competition intensifies, "shispace" still needs to deal with a series of development problems. The first big problem is how to maintain its uniqueness under intensified competition in order to achieve sustainable value output.
