Core Insights - The article discusses the emerging trend of fast fashion brands hiring high-appearance staff to attract customers, creating a unique shopping experience that combines social interaction and retail [3][4][19] - The shift from online to offline shopping for women's fashion is highlighted, with brands like WM achieving significant sales in their first month of operation [3][10] - The phenomenon reflects a broader cultural shift where young consumers seek identity and social engagement through their shopping experiences [21] Group 1: Industry Trends - New fast fashion brands such as WM, BF, and OM are rapidly expanding in first and second-tier cities by leveraging attractive store staff to draw in customers [3][4] - WM's Beijing store achieved over 12 million in sales in its first month, indicating a successful business model that contrasts with the struggles faced by online women's fashion retailers [3][10] - The hiring practices of these brands emphasize the importance of social media presence, with many applicants seeking to enhance their online profiles through their roles [6][9] Group 2: Consumer Behavior - Young consumers are increasingly motivated by the opportunity to create content and build their personal brands through their work in fast fashion retail [9][19] - The concept of "one-day store manager" events has gained popularity, allowing influencers to engage with fans and drive foot traffic to stores [10][12] - The desire for social interaction and community engagement is driving the success of these retail experiences, as consumers seek new forms of entertainment and connection [21] Group 3: Brand Strategy - Fast fashion brands are moving away from traditional celebrity endorsements, opting instead for collaborations with influencers who resonate more with their target audience [12][19] - The physical store environment is designed to facilitate social media sharing, with visually appealing setups that encourage customers to document their experiences [19][21] - The branding strategy focuses on creating a narrative around identity and lifestyle, rather than just selling clothing, which aligns with the evolving consumer expectations [19][21]

Core Insights - The "One-Day Store Manager" phenomenon has gained significant attention among young people in 2025, reflecting a desire for unique experiences and emotional engagement [1] - This trend serves as an emotional outlet for young individuals facing high-pressure lifestyles, providing a temporary escape from reality [3][4] Emotional Value - Young people are seeking emotional comfort amidst academic and workplace pressures, and the "One-Day Store Manager" activity offers a perfect emotional release [3] - Brands often invite celebrities or influencers to participate, creating opportunities for fans to connect with their idols [3] Social and Identity Recognition - The rise of social media has intensified the pursuit of social capital and identity recognition among young people, with the "One-Day Store Manager" activity providing rich social content and opportunities to enhance self-worth [5] Novel Experience - Young individuals crave novelty and unique experiences, and the "One-Day Store Manager" model breaks conventional routines, opening new avenues for engagement [6] Summary of the Trend - The "One-Day Store Manager" phenomenon resonates with young people's emotional, psychological, and social needs, serving as a marketing strategy for brands while fulfilling young people's desires for emotional connection, escape from reality, social recognition, and novel experiences [7] - However, challenges such as excessive marketing and experience discrepancies are emerging, necessitating brands to balance meeting young people's needs with addressing these potential issues for sustainable development [7] Identity Transformation - Participants temporarily shed their original identities to become the "captain" of the store, enjoying the freedom to express creativity and manage the store [8] - This experience serves as a rebellion against monotonous daily life and provides an effective outlet for emotional release [8] - Social behaviors during the activity include sharing experiences on platforms like Xiaohongshu and Weibo, accumulating social capital through likes and comments [8] - Brands leverage these activities to attract traffic and create buzz, while young people showcase themselves, achieving a "supply-demand resonance" [8] - Unlike traditional marketing, which is one-way, the "One-Day Store Manager" model allows consumers to take center stage in store operations [8] - An example includes Pop Mart's initiative to recruit ordinary consumers as one-day store managers, enhancing engagement through unique experiences [8]

Core Viewpoint - The "One-Day Store Manager" marketing model, where public figures temporarily operate stores to attract customers, has gained popularity but faces criticism due to improper rule settings leading to controversies [1][6]. Group 1: Event Focus - The controversy surrounding Huang Baobao's "expensive interaction" incident at the Guangzhou Subdued store involved fans needing to spend 299 yuan within a specified 3-hour window to qualify for a 45-second interaction, which was criticized as exploitative [1][2]. Group 2: Public Opinion - Supporters argue that the opportunity to meet celebrities is rare and that the 299 yuan includes product value, making it a voluntary purchase [2]. - Critics highlight that for students, the total cost, including travel and makeup, could exceed two-thirds of their monthly living expenses, questioning the value of a mere 45-second interaction compared to a concert [2]. Group 3: Response and Adjustments - Huang Baobao responded by reducing the required spending by 400 yuan and eliminating commission fees, but faced skepticism for not lowering her own appearance fee. Following public backlash, the rules were modified to allow any purchase for interaction and increased the number of participants and interaction duration [3]. Group 4: Diverse Forms and Values of "One-Day Store Manager" - The model includes high-end experiences, such as Wang Junkai's role at CL, which enhanced brand identity without controversy [4]. - Other approaches include creating a relatable atmosphere, as seen with Sun Yining's event, and supporting artists like Ziyu, who engaged fans to repay debts through store management [6]. Group 5: Structural Conflicts Behind Controversies - There is an imbalance of responsibilities among brands, influencers, and fans, with brands shifting the cost of influencer appearances onto fans, as evidenced by the high spending requirements in Guangzhou compared to other cities [6][7]. Group 6: Industry Issues - The industry faces challenges such as scams related to queue services and security issues during events, which can lead to safety concerns for both fans and influencers [8]. - Young fans with limited financial means are often excluded from high-cost events, raising concerns about accessibility and fairness in comparison to more affluent audiences [9]. Group 7: Essential Insights - Brands need to absorb influencer costs to avoid passing them onto fans, as demonstrated by CL's successful immersive experiences that foster long-term goodwill [10]. - Influencers should carefully consider their pricing strategies, especially when a significant portion of their fanbase consists of students, opting for value-driven services instead of high entry fees [11]. - Fans are encouraged to assess their spending rationally and prioritize experiences that offer genuine value, as the commodification of interactions can erode trust in influencer marketing [12].

Core Insights - The fast fashion brand W.Management has opened its first store in Beijing, attracting significant consumer interest through an interactive "One-Day Store Manager" event [1][4][6] Group 1: Brand Overview - W.Management, founded in 2023, targets a core female demographic by promoting "freedom of dressing" through its unique design style that blends American retro and modern street elements [4][6] - The brand has rapidly expanded, opening 23 large stores across various cities including Beijing, Shanghai, and Guangzhou within three years, with each store exceeding 2000 square meters [4][6] Group 2: Marketing Strategy - The "One-Day Store Manager" initiative has become a popular marketing strategy among brands, initially originating from Japan, where celebrities serve as temporary store managers to drive traffic and engagement [23][24] - W.Management has effectively utilized social media platforms like Xiaohongshu to create buzz around its store openings and events, engaging fans and consumers through pre-event promotions and interactive activities [11][13][17] Group 3: Consumer Engagement - The "One-Day Store Manager" event not only boosts foot traffic but also enhances consumer interaction, allowing fans to engage directly with influencers and brand representatives during the event [15][19] - The presence of attractive and engaging staff during these events has been noted to significantly enhance the shopping experience, leading to increased consumer satisfaction and brand loyalty [19][26] Group 4: Industry Trends - The trend of utilizing "One-Day Store Managers" has gained traction among various brands, including those in the beverage sector, as a means to create unique consumer experiences and drive sales [25][28][31] - Brands are increasingly recognizing the value of emotional consumer engagement, where the shopping experience transcends mere transactions, fostering deeper connections with consumers [38][39]