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Brazilian Waxing in Shanghai - An Analysis of Strip's Strategy
- 1. BRAZILIAN WAXING A Peek into IN SHANGHAI ‘s Strategy for Shanghai
- 2. CONTENTS • Introduction • Research results • Competition & Differentiation Strategies • Analysis & Recommendation
- 3. WHAT IS BRAZILIAN WAXING? • The epilation of body hair in and around the pubic region by the use of wax • Reasons include aesthetic, hygienic, or other reasons
- 4. Strip: The Ministry of Waxing • Founder in Singapore in 2002 by Cynthia Chua • Has pruned and waxed over two million bushes worldwide • Today: Singapore, London, New York, Shanghai, Hong Kong, Kuala Lumpur, Jakarta, Manila, and Bangkok
- 5. ABOUT Strip • Devoted to the Holy Trinity of Waxing: Hygiene, Speed and Quality (HSQ). Emphasizes on ‘No Double Dipping’ • A place for body culture that's practiced safely, hygienically and painlessly
- 6. Strip’s BEGINNINGS & PHILOSOPHIES • In 2002, Chua was chatting with an expatriate male acquaintance who bemoaned the lack of grooming "down there" on otherwise gorgeous Singaporean women • “We’re like the Starbucks of waxing.” There’s a uniform level of service in all their branches and you always know what to expect
- 7. Strip’s BRAZILIAN WAXING STORIES • Strip Singapore 2002 vs 2007: “When we first opened in Singapore, there were only five percent Chinese and 95 percent expats. Now it’s the other way around.” Singapore: ? Singapore: Raffles City -BJ Macatulad, Strip Shanghai’s GM • Strip Shanghai 2009 vs Present: –Locals: 20% 40% –Expats: 80% 60% Shanghai: Wukang Lu
- 8. CONTENTS • Introduction • Research Results • Competition and Differentiation Strategies • Analysis & Recommendation
- 9. PRICE & LOCATION 4 Locations French Concession -Wukang Lu • Price: 120-280 元 (USD20-47) -Wulumuqi Lu -Xinle Lu • High-value strategy: Medium price & high product quality North Shanghai Area -Joy City multi-use complex
- 10. GRAPHS (DEMOGRAPHICS) Yes: 6 No: 35 Total: 41 Total: 41
- 11. ON THE STREETS… e ines ” Mal e: ha Sh ang 谓! ed 所 -Ag 毛 ？ 无 • Interview Subjects: e iddl 没 有 M 毛 – Foreigners “有 – Local Chinese residents 26-yea r-o Female ld Divorced S – American Born Chinese : h 这 些 东 “ 我 是 很 简 单 anghainese 西” 的，没 有想过 • Possible Reasons: – Personal Hygiene e ng h aines – Westerner boyfriends S ha eg nant !” – Exposure to the West -old P r 很痛 (studied abroad etc.) year 我 觉 得 30- e : “ l – To wear bikinis during the Fema summer inese year old Shangha 东 Two 50-60 们老了 ，不管这些 w omen: “ 我 西”
- 13. MARKETING EFFORTS • Advertisements in: - Expat-oriented magazines – Time Out: Shanghai, City Weekend - Chinese fashion magazines - Gracia, Femina, ilook • Word-of-mouth advertising • Every customer becomes a billboard
- 15. ADVERTISEMENTS • Aim to be funny, never too serious
- 16. PROMOTIONS AND DEALS • Get two free movie tickets for December 24 if you spent over 2,000 元 out here! • Credits-based package deals that can be shared • Bring a new friend and get 50% off!
- 17. Strip SHANGHAI • The prices and descriptions on display were all in English • Trendy and hip locations: French Xinle Lu Storefront Concession, Joy City • Interior design: inspired by NYC’s Greenwich Village eclecticism; clients feel at home Wulumuqi Lu Waxing Room
- 18. CONTENTS • Introduction • Research results • Competition and Differentiation Strategies • Analysis & Recommendation
- 19. COMPETITORS • Skin City • Dragonfly • ‘Mom & Pop’ Neighborhood Beauty Salons • Home Waxing Kits?
- 20. HOW Strip DIFFERENTIATES: PRODUCTS • Strip-formulated Chocolate/Strawberry Super (Hard) Wax
- 21. HOW Strip DIFFERENTIATES: PRODUCTS • In-House products: – X’ed Out cream – Ice Cream – Strawberry Body Scrub – Strawberry Body Butter
- 22. HOW Strip DIFFERENTIATES: CUSTOMER EXPERIENCE • Before Treatment: – Virgin Forest Guidebook – 7 drops of bach flower essence to calm nerves • After Treatment: – SOS Tips Manual – Ginger/Lemon Tea
- 23. HOW Strip DIFFERENTIATES: CUSTOMER SERVICE • All ‘Striperella’s trained in Singapore – “They sure know how to make me comfortable.” • Bilingual receptionists and waxing therapists all in their 20’s or young 30’s • English/Chinese options on their hotline
- 24. HOW Strip DIFFERENTIATES: CORPORATE SOCIAL RESPONSIBILITY
- 25. CONTENTS • Introduction • Research results • Competition and Differentiation Strategies • Analysis & Recommendation
- 26. BRANDING A SINGAPOREAN COMPANY • Chua: “Singapore brands are also associated with integrity and a transparent working process. We lay everything on the table and don't tend to beat around the bush.” • A franchise in Manila & Dubai (2012) vs. a WOFE in Shanghai
- 27. MARKETING CULTURALLY • Singapore: When Bush wasn’t re-elected: "Bye Bye Bush”, "Boy, Are We Glad to See Bush Go”, "No More Bush”, "Life Will be Better Without Bush” • Shanghai: The Chinese name for Strip is ‘Jie Tuo’ 洁脱 (the Chinese characters for ‘clean’ and ‘removal’ － a pun on the Chinese word 解脱 -liberation)
- 28. SHANGHAI VS SINGAPORE • Chua believes there is room for growth because “all cities move in the same way. Urbanites want the same things” (Starbucks model) • English-speaking vs Chinese- speaking • Culturally metropolitan; increasingly Westernized • First mover’s advantage
- 29. DEMAND FORECAST • Increasing number of Shanghainese women that would try Brazilian waxing • Target Audience: middle-upper class, professionals, housewives • Economic indicator: More Chinese customers as Chinese economy continues to grow (disposable income)
- 30. RECOMMENDATIONS • Problem: Need to expose people to waxing at Strip • Chinese-language service menu placements • Expand to Pudong • Integrate Chinese culture; don’t be as provocative. Hygiene-focused. • Provide house calls services • Support local music scene and community service • Local celebrity endorsement/ bloggers’ experience
- 31. CONCLUSION
Editor's Notes
- * with expats rising in numbers every year
- Joy City (68,000m 2 )
- The Public Opinion For our presentation, we have interviewed 3 groups of people: Foreigners Local Chinese residents American Born Chinese Within the foreigners’ perspective, many of the interviewees believed that waxing/grooming is a very normal habit. Many of the foreigners who live in Shanghai frequently visit waxing/grooming salons such as Dragonfly or Strip. Furthermore we found from our visits, that a majority of the customers at these salons are foreigners and expats. Local Chinese residents are not very aware of the waxing/grooming industry that is currently growing in Shanghai. Many of the locals do not even know what ‘waxing’ is. Through our interviews, we found that locals find the concept of waxing a bit absurd and are not very open in talking about it. Most of them are not bothered by hair, and are not bothered if their partner has hair. 30-year-old Pregnant Female: “ 我觉得很痛 !” She believes that waxing is a growing phenomenon and has somewhat converted into the habit of removing hair. However, her experience of waxing was very painful and therefore decided against visiting these salons. Instead, she chooses to use a epilator at home to remove hair. She does not believe in removing hair from the bikini-area. Two 50-60 year old women: “ 我们老了，不管这些东西“ They have heard of waxing but believed that young women tend to do it, not women at their age The latest fashion is becoming more revealing over the years and therefore females have to be more conscious of their hair. China used to be a very closed-in country and most of the people were very conservative in the way they dressed. Very few females wore dresses that revealed their whole leg. The younger generation is very concerned with how they look and believe that their image is very important compared to people of our age. 26-year-old Divorced Female: “ 我是很简单的，没有想过这些东西。。。” Never done hair removal in her life. Has heard of waxing but is not very aware of what the procedure is. She said she would never want to try because her lifestyle is very simple and she does not think it’s a very important thing. Middle-Aged Male: “ 有毛没有毛？无所为 !” Not much hairy people around him, so he doesn’t think any of the people he interacts with go through frequent hair removal. Perhaps in the summer because girls have to wear revealing bathing suits is when they need to go through hair removal treatments. Does not care if his girlfriend has hair, does not really bother him at all. However, he does believe waxing is a growing industry in China because many of the Chinese like to imitate the West and therefore the industry has a good chance of growing.
- Hard Wax: Hard wax is the only type that should be used for the bikini area, not soft wax and linen strips. Hard Wax is more expensive in the industry in general, because it pulls from the roots, so it’s much cleaner. Blogger: This was a revelation to me. My last wax, at a higher-end beauty emporium that offers spa services and shall remain unnamed, was with soft wax and it hurt like a mother. Defintion of hard wax: apply, dry and peel.
- X’ed Out cream - prevents ingrown hair Ice Cream - moisturizes post-wax area Give out information card & X’ed Cream
- Strip was started as a specialty concept; making the experience less about pain and more about freedom Give out sos tips manual
- Striperellas have to undergo rigorous training, exams, and demonstrations to ensure that they follow Strip and Browhaus procedures to the letter so that customers get the same exact service in any branch. Lim said they are even called by the company at random to perform a waxing treatment to make sure no one's gotten lazy with their lessons.
- Pros and Cons of being a Singaporean brand. Marketing strategy has to be insync with the brand of the country as a whole (to what extent?)
- Definitely possible in Shanghai. Strip would not succeed in second and third-tier cities of China, as Strip’s strategy is focused on the super urbanized major capital cities of the world. Feminine services are very personal decisions which means time is needed, hence word-of-mouth is crucial. Our recommendations are more culturally based because we think Strip has done and still places a great emphasis on product differentiation with their specially formulated hard wax and in-house products. Hence, we recommend a strategy that focuses on: - Introducing the general benefits of waxing in - Maintaining high level of customer service - Encouraging customer loyalty