“Combating hair into an adult look”
“Three years ago, there were only over 100 BarberShops in China, and there are now more than 1,800. And not only in the first-tier cities, but also in many second- and third-tier cities. The shop with a price of 2-300 is often full,” said Zhang Wen, founder of the men’s haircut brand Manup.
Unlike the hairdressers of our main service ladies, BarberShop mainly provides men with haircutting, shaving and shaving. In Europe and the United States, hair salons are called Hair Salon and Hair Studio, and BarberShop is also a social leisure place for men except for the need of shaving. Traditionally there are no female consumers (of course, there will be a lot of cool now. The lady went to spend).
The typical hair style offered by BarberShop is the “oil head” that conveys the gentleman culture, which is why it has been popular in recent years. From the earliest roadside booth to push a flat head, and then to the Japanese and Korean styles when the prevailing thick bangs, all kinds of washing and blowing, now the British and American retro style is more sought after by the public, men began to comb their hair, put on the hair oil – – Then, the hair salon is obviously no longer the right scene, and BarberShop is also welcoming growth opportunities.
Manup was founded in 2018, Zhang Wen introduced, the brand name Manup means “fathers.” From the perspective of cultural background, hairdressing needs, consumption scenes, etc., there is a necessity for men’s hairdressers. The main direction of Manup at this stage is the product and offline stores: On the one hand, Manup has been on the line, the price of the terminal is around 88 yuan, and the monthly shipment has exceeded 10,000 boxes. Shampoo and mint aftershave products; on the other hand, the first direct store opened in Suzhou at the end of June 2019, and the second store opened at the end of November, with a monthly growth rate of over 35%, based on financial model projections. The return period is roughly 6-8 months.
Before the Manup brand was founded, Zhang Wen worked in the investment industry and co-founded a high-end men’s hairdressing brand with 7 chain stores. However, after seeing the explosive growth of BarberShop and the fact that there are still a large number of men’s haircuts still unsatisfied, Zhang Wen believes that “the first consumption is becoming more rational, and the second haircut is just needed.High-frequency, universal consumer demand, the real opportunity belongs to the popular hairdressing brand.
Therefore, the Manup Barber Shop is positioned for BarberShop+QBhouse for Chinese men. QBhouse is the Japanese fast-cut brand that has emerged in recent years, In 2017, there were more than 550 stores with annual revenues of over RMB 1 billion.
Traditional BarberShop is quite individualistic. In contrast, Manup is lighter in form, emphasizes standardization services, and has been localized to provide haircutting, shaving, shaving, perming, and hair dyeing services. Compared with the fast-cut shop, Manup only provides men’s services, does not push cards, emphasizes the cultural atmosphere of retro trend, and wants to become the “third space” for men.
In terms of pricing, the oil head has a service of 88 yuan and 188 yuan, and the average customer price is about 105 yuan. The Suzhou store opened for more than three months, and the proportion of repeated consumption reached 93.4%. The average frequency of consumption was 15-30 days.
In addition, Manup and US WAHL Group has reached a cooperation (the manufacturer of hairdressing and beauty equipment, invented the world’s first practical electric hair clipper in 1919), and In August of this year, the fan festival of Wal-Mart China Suzhou Station was held . On the one hand, such cooperation can bring good brand endorsement to Manup; in addition, WAHL established a wholly-owned subsidiary in China in 1995, with hundreds of thousands of quality hairdressers resources in China, and also relying on global hairdressing education resources. Professional hairdressing training system and corresponding qualification certificates. In view of the importance of barber resources in the expansion of the chain, Manup will also use the training opportunities with WAHL to establish their own barber training college.
Zhang Wen told me that Manup also plans to open branches in Suzhou and Hangzhou, consider a round of financing, and consider opening up the mode of direct cooperation (the franchisees mainly provide funds, and the brand manages the storefront). ). In terms of site selection, since the haircut is just needed, as long as it is a convenient business circle for transportation and parking, the single store plan is controlled at 50-100 square meters, and the starting cost is 30,000-400,000 yuan. In addition, due to the obvious difference with the storefront of the same industry, Zhang Wen said that the project just needs and has the nature of net red. The place welcomes Manup, and also gives a large land rent concession, further shortening the return cycle.
In terms of products, more emphasis is placed on the brand’s promotional effect. Zhang Wen introduced that the current public mainly uses imported hair oil, the price of the barber shop is also about 100 yuan, while the head brand Suavecito hair oil has a global sales of 1.5 billion dollars a year, it is estimated that the Chinese market can account for 20 Around %, there are great opportunities for domestic substitution.
Manup’s product development team has experience in overseas head-to-day company, and also pays special attention to promotion on social media such as Xiaohongshu. However, at present, in the case that the brand advantage has not been fully established, Manup pays more attention to the offline shipment through the B-end. It has already reached cooperation with dozens of BarberShops in the domestic head, and there are also Japanese and Spanish dealers who come to get a lot of goods, < /span>
Next, in addition to the aftershave and shampoo products mentioned above, Manup will also build a product matrix around men’s care, optimistic about the opportunities of toiletries, masks and other sub-categories, as well as offline consumption scenarios. , efficient touch to reach more users.