Wednesday , December 2 2020

How does a curious business model for China's co-cremation space offer premium products at affordable prices?



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China is one of the largest markets in the makeup industry.

The new trend of using the "shared makeup room" is causing controversy in China when companies are exploring new ways to take advantage of one of the largest beauty products markets in the world.

Rooms for women in big cities China's Great Cooperation Economy.

  • China, like other countries,

For many people this way youuse Expensive makeup. Others shudder at the idea of ​​sharing lipsticks with strangers.

This cubicle appeared in many Chinese cities from the end of last year, but recently there was a wide debate on the Internet, with one opening in Wuhan on the east.

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The rooms are filled with make-up that people can use to pay for tickets through their mobile phones.

But how is it used and the possibility of being implemented in other countries?

How is it used?

The user must scan the QR code to pay for a ticket to enter the room. There they find chairs and small tables with many makeup products including expensive Western brands.

All products are available to the user.From moisturizing cream to powder, shadows and lipstick.

This room has brushes, brushes and other necessary tools.

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Once the entrance is paid, the customer has a free bar to use all the products they want. The most luxurious products.

The product of the infinite partition Estimated price $ 590. For this reason, CCTV cameras control the facility.

If you use between 15 and 45 minutes Relatively low cost. In an infinite room, most of the cost a client can consume in a session is $ 8.50.

What do potential customers think?

The young women who tested the partition wall with the BBC appreciated the project.

Liu, a 20-year-old from Wuhan, said, "I thought it was very good. It is a very original and fresh idea.

But he added: "I do not think I use it often. They are not very practical."

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Customers in this common room can also apply makeup using all available tools.

Another woman in Shanghai said she would use it again because her skin was severely damaged and needed high quality products.

The answer is mixed in the forum.

Many people in China Weibo network (similar to Twitter) believe that this concept can be successful. Allow people to try the product Do not be bombarded by makeup shop staff or convince yourself to buy expensive products that are not the best fit for you.

A user in Shandong Province said the room was "okay". This is because there was a disposable device that can apply makeup.

However, others do not think it is a good idea to share certain makeup products with strangers.

"For example, lipstick will be used by many people. It is not very hygienic."Said a young woman in Wuhan.

"Cosmetics are personal items, and this is not an appeal to me." That Possibility of virus infection May cause skin problems.

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A young man who makes makeup is also increasing in China.

According to the seller said to the local newspaper. Beijing Youth Daily, Booths can attract up to 80 customers per day.

But until now, only a few are using it.

Are they really new concepts?

The partition wall to share the makeup Relatively new They started appearing in China in October 2018.

These are usually made by private companies, not makeup brands, and are sold in major Chinese cities such as Beijing, Shanghai, Guangzhou and Nanjing.

Large shared rooms with similar services are available in Japan and Korea since 2014.

This concept is part of fashion to promote product sharing that has reached the Chinese market in recent years.

The most popular services are bicycle rental or mobile phone chargers, but in China you can share some of the strangest services such as renting umbrellas and basketball.

China is encouraging shared technology, arguing that it benefits both the economy and the environment.

For luxury brands, we help users learn fake products and differentiated products in an increasingly saturated market.

Will they really be popular?

There is a possibility that city consumers will gain popularity because of their increasing purchasing power and desire to spend the remaining money on cosmetics.

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It is unacceptable for many to share something as intimate as a lipstick with a stranger.

According to an OC & C Strategy Consultants survey, China is the world 's largest skin care product market, with US $ 220 million following the United States.

According to a survey of Chinese women, We started to use more products through more steps. In everyday life in recent years

The average Chinese woman is estimated to take 6-7 steps to manage the skin before taking makeup.

Pascal Martin, an agency partner, said: "China has a large-scale cosmetics market that is likely to grow.

Attention to celebrities with young, fair skin color has also increased spending on skin products. Many consumers invest a lot of money in products related to their favorite celebrities.

And the network also A tutorial to teach you how to make up.

But Martin says the cabin is still in the experimental stage and is not convinced of success.

In his opinion Concerns about hygiene can be a major hurdle.

"The promoters of this concept can be confident that investors can make money even if the concept is not over."

"There are many examples of the original concept that suddenly escapes from China with the support of large capitals, and it is against the reality before it shrinks or disappears."

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