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BRAZILIAN WAXINGA Peek into   IN SHANGHAI              ‘s Strategy for Shanghai
CONTENTS• Introduction• Research results• Competition & Differentiation  Strategies• Analysis & Recommendation
WHAT IS BRAZILIAN WAXING?• The epilation of  body hair in and  around the pubic  region by the use of  wax• Reasons includ...
Strip: The Ministry of Waxing• Founder in Singapore in  2002 by Cynthia Chua• Has pruned and waxed  over two million bushe...
ABOUT Strip• Devoted to the Holy  Trinity of Waxing:  Hygiene, Speed and  Quality (HSQ).  Emphasizes on ‘No  Double Dippin...
Strip’s BEGINNINGS &              PHILOSOPHIES• In 2002, Chua was chatting with an  expatriate male acquaintance  who bemo...
Strip’s BRAZILIAN WAXING                STORIES• Strip Singapore 2002 vs 2007:   “When we first opened in   Singapore, the...
CONTENTS• Introduction• Research Results• Competition and Differentiation  Strategies• Analysis & Recommendation
PRICE & LOCATION                                             4 Locations                                             Frenc...
GRAPHS (DEMOGRAPHICS)Yes: 6No: 35Total: 41                Total: 41
ON THE STREETS…                                  e                                                         ines ”         ...
MARKET RESEARCH (VIDEO)
MARKETING EFFORTS• Advertisements in:- Expat-oriented  magazines  – Time Out: Shanghai,    City Weekend- Chinese fashion  ...
ADVERTISEMENTS• Tongue-in-Cheek ads
ADVERTISEMENTS• Aim to be funny, never too serious
PROMOTIONS AND DEALS• Get two free movie  tickets for December  24 if you spent over  2,000 元 out here!• Credits-based  pa...
Strip SHANGHAI• The prices and  descriptions on display  were all in English• Trendy and hip  locations: French           ...
CONTENTS• Introduction• Research results• Competition and Differentiation  Strategies• Analysis & Recommendation
COMPETITORS• Skin City• Dragonfly• ‘Mom & Pop’  Neighborhood  Beauty Salons• Home Waxing Kits?
HOW Strip DIFFERENTIATES:           PRODUCTS• Strip-formulated Chocolate/Strawberry  Super (Hard) Wax
HOW Strip DIFFERENTIATES:             PRODUCTS• In-House products:  –   X’ed Out cream  –   Ice Cream  –   Strawberry Body...
HOW Strip DIFFERENTIATES:      CUSTOMER EXPERIENCE• Before Treatment:   – Virgin Forest Guidebook   – 7 drops of bach flow...
HOW Strip DIFFERENTIATES:       CUSTOMER SERVICE• All ‘Striperella’s trained in  Singapore – “They sure know  how to make ...
HOW Strip DIFFERENTIATES:CORPORATE SOCIAL RESPONSIBILITY
CONTENTS• Introduction• Research results• Competition and Differentiation  Strategies• Analysis & Recommendation
BRANDING A SINGAPOREAN COMPANY• Chua: “Singapore brands are also  associated with integrity and a  transparent working pro...
MARKETING CULTURALLY• Singapore: When Bush wasn’t  re-elected: "Bye Bye Bush”,  "Boy, Are We Glad to See Bush  Go”, "No Mo...
SHANGHAI VS SINGAPORE• Chua believes there is room for  growth because “all cities  move in the same way.  Urbanites want ...
DEMAND FORECAST• Increasing number of Shanghainese women  that would try Brazilian waxing• Target Audience:  middle-upper ...
RECOMMENDATIONS•   Problem: Need to expose people to waxing at Strip•   Chinese-language service menu placements•   Expand...
CONCLUSION
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Brazilian Waxing in Shanghai - An Analysis of Strip's Strategy

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Brazilian Waxing in Shanghai - An Analysis of Strip's Strategy

  1. 1. BRAZILIAN WAXINGA Peek into IN SHANGHAI ‘s Strategy for Shanghai
  2. 2. CONTENTS• Introduction• Research results• Competition & Differentiation Strategies• Analysis & Recommendation
  3. 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. 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. 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 thats practiced safely, hygienically and painlessly
  6. 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. 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. 8. CONTENTS• Introduction• Research Results• Competition and Differentiation Strategies• Analysis & Recommendation
  9. 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. 10. GRAPHS (DEMOGRAPHICS)Yes: 6No: 35Total: 41 Total: 41
  11. 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”
  12. 12. MARKET RESEARCH (VIDEO)
  13. 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
  14. 14. ADVERTISEMENTS• Tongue-in-Cheek ads
  15. 15. ADVERTISEMENTS• Aim to be funny, never too serious
  16. 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. 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. 18. CONTENTS• Introduction• Research results• Competition and Differentiation Strategies• Analysis & Recommendation
  19. 19. COMPETITORS• Skin City• Dragonfly• ‘Mom & Pop’ Neighborhood Beauty Salons• Home Waxing Kits?
  20. 20. HOW Strip DIFFERENTIATES: PRODUCTS• Strip-formulated Chocolate/Strawberry Super (Hard) Wax
  21. 21. HOW Strip DIFFERENTIATES: PRODUCTS• In-House products: – X’ed Out cream – Ice Cream – Strawberry Body Scrub – Strawberry Body Butter
  22. 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. 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. 24. HOW Strip DIFFERENTIATES:CORPORATE SOCIAL RESPONSIBILITY
  25. 25. CONTENTS• Introduction• Research results• Competition and Differentiation Strategies• Analysis & Recommendation
  26. 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 dont tend to beat around the bush.”• A franchise in Manila & Dubai (2012) vs. a WOFE in Shanghai
  27. 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. 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. 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. 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. 31. CONCLUSION

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