Is your Tony on the list? 63 hairstylists in Shanghai are selected as the first batch of Meituan's "Top 100 Craftsmen"
2024-08-14
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A Jin, a post-00s hairstylist who cuts hair for Olympic champion Pan Zhanle, has been inundated with orders recently. He has to cut hair for more than 10 consumers who come to cut hair every day. There are also constant appointment consultation forms popping up on Meituan. There are even consumers from other places who come specially hoping to get the same "lucky haircut" as the champion.
Faced with overwhelming traffic, Ajin is "busy and happy". In fact, there are many craftsmen like Ajin active in barbershops across the country, who use their skills to open up their own life tracks. According to Meituan data, as of early August, the number of hair and nail art craftsmen included on the platform exceeded 1 million, of which hairstylists accounted for more than half. At the Craftsmen Conference held in Shanghai today, Meituan Beauty released a new craftsman ecosystem, aiming to make more craftsmen who rely on their skills sustainable and have future development.
Shanghai launches the first “Top 100 Craftsmen” competition, 63 hairstylists selected
The internet celebrity hairstylist "Cola Manager" from Shanghai has been in the field of hair transformation for more than 10 years and has transformed the hair styles of at least 5,000 people. Today, he runs two hair salons and shares his transformation videos on the platform. Consumers from all over the world come to Shanghai to have their hair done by him.
"I have been engaged in the barbering industry for more than 20 years. Since 2010, I have been posting various photos of amateur hair transformations, initially on blogs, forums and other channels, and later on Weibo and Meituan and other channels. Initially, they were spread through photos. In recent years, I have used videos to present the effects of amateur hair transformations, which have been loved by more and more people." The store manager Coke told reporters that the high traffic and popularity of the videos have also constantly urged him to constantly improve his craftsmanship, forming a virtuous circle.
According to Meituan's research data, about 72% of consumers will choose a store because of the craftsmen. In order to help consumers find more suitable craftsmen, in May this year, Meituan Beauty launched the annual list of top 100 craftsmen in Shanghai, which comprehensively considered the four dimensions of technology, service, characteristics and popularity, and selected 63 "treasure hairstylists".
Looking at the selected craftsmen, there are amateur remodelers like "Cola Store Manager", celebrity hairstylist "Su Ran" who has received widespread attention for participating in community charity, as well as color masters, hair artists, temperament discoverers, fashion experts, perm restoration masters, life stylists who have been praised by netizens... They not only use their professional skills to serve the public, but also become creators and leaders of beauty trends. A set of data from Meituan shows that more than 60% of users have found their own "life hairstylist" after browsing the list.
Yang Ruxiang, brand director of Kanai Beauty, believes that the personal IP of hairstylists is an important cornerstone of the popularity of stores online and offline, and stores and brands can provide more traffic support for hairstylists. In the past year, the order volume of Kanai brand on Meituan increased by 130% year-on-year, and Amin, who was selected as one of the "Top 100 Craftsmen", also increased his personal performance by about 190% year-on-year. It can be said that craftsmen and stores are "two-way running" that complement each other.
Next, the list of "Top 100 Craftsmen" will be announced in more than 50 cities across the country, and more outstanding craftsmen will receive traffic support brought by the honor. "In this era, the Internet provides craftsmen with more equal and richer opportunities. As long as they continue to improve their skills and aesthetics, and strengthen their personality and characteristics, they will have the opportunity to be seen by more people." Coke store manager introduced.
The number of craftsmen included exceeds one million, and the growth system helps professional advancement
In the hairdressing industry, it takes at least three years to grow from an apprentice to an independent hairstylist. For many practitioners, improving their skills is a lifelong task.
In order to accompany the growth of craftsmen and help them advance from ordinary craftsmen to star craftsmen, Meituan Beauty continues to improve the growth system of craftsmen. On the one hand, Meituan Beauty has launched an exclusive archive for craftsmen. Through the accumulation of digital assets such as craftsmen's works, orders, and evaluation notes, consumers can easily understand the characteristics and style of craftsmen through Meituan and Dianping App. According to Meituan data, in 2024, the number of hairdressing and manicure craftsmen included on the platform will exceed 1 million. On the other hand, based on the accumulation of data assets in the online archives of craftsmen, Meituan Beauty launched the annual "Top 100 Craftsmen" list through online and offline linkage, helping craftsmen advance to star craftsmen and enhance the industry's influence.
In the ever-changing beauty industry, the value enhancement of craftsmen has always been the focus of sustainable development of the industry. Some craftsmen said that many people in the hairdressing industry "changed their careers while working". The growth process of craftsmen is often accompanied by misunderstandings and prejudices.
Just as hairstylist Su Ran introduced, in addition to providing consumers with the most basic hairstyle image, craftsmen also have more emotional value output. Technological trends keep pace with the times, and he also improves himself in aesthetics, humanities and arts on a daily basis.
In the past two years, the nail art market has experienced explosive growth. As of early August, the number of users on the platform has doubled year-on-year, and the number of nail artists has also doubled. According to the platform's observations, whether it is a traditional nail salon or a self-service nail salon, the skills of the nail artist are always the primary consideration for consumers when choosing a store. For this reason, Meituan Beauty launched the Original Selected Design Hall in the nail art field to provide traffic support and personal work display space for nail artists with original abilities.
The growth and changes of craftsmen are a microcosm of the booming beauty economy. On the Meituan platform, the hair and nail industry has grown rapidly for two consecutive years. Li Xiaohui, head of Meituan Beauty and Medical Beauty Business Department, said that craftsmen are "magicians" on the road to beauty. The platform will continue to upgrade its digital capabilities and create a richer system of craftsmen, allowing more craftsmen to advance and grow through the platform and create a better life with their skills.
Author: Xu Jinghui
Text: Xu Jinghui Editor: Zhang Yi Editor-in-Chief: Rong Bing
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