梓渝老师曾担任上海WM一日店长（图源：小红书@W.Management上海） 你既像点菜一样点店员上桌，又像选秀一样给哥哥们做数据。 终于到了这一天，快时尚变成了MCN，像运营爱豆一样运营店员。 以往的BM之流为了吸引你进门，连叠衣服的店员都放上了帅哥美女，你看着别人一天冷脸叠衣服都能拿到70块时薪，对比自己刚刚三位数的日薪，总觉 得帅哥美女们看一次解乏，看多了也腻了。 卖辣妹卖店员，卖到后来快时尚们也无力了无趣了索然无味了，直到有人再创辉煌走到下一个阶段——"卖脸"。 被叫做"辣妹天堂"的、2023年在宁波诞生的快时尚品牌WManagement，终于在7月4日开进北京。别家的颜值博主只是叠衣服，到了WM的地界儿，无论是 颜值博主、500万粉丝大网红还是小明星统统化身爱豆，打投、出道位、互动、直拍、物料小卡一个都不缺。 （"哥哥"为粉圈用语，即粉丝对所喜欢明星的称呼） 01 "卖的不是衣服，是男模爱豆吧" 选秀没有了，选秀又像线面一样在各个领域繁殖再生。 把店员当作爱豆一样运营，WM用这样的方式已经在许多城市搅动风云。从潮人扎堆的上海滩到低价服装生产地的广州城，再到江苏"名义上的老大"南 京。过去2年，WM在 ...

Core Viewpoint - The "One-Day Store Manager" trend is gaining popularity in various retail sectors, leveraging high-profile individuals to attract consumers, but it faces growing criticism and potential market saturation [8][9][26]. Group 1: Overview of the "One-Day Store Manager" Trend - The "One-Day Store Manager" concept originated in Japan, initially involving celebrities serving as temporary store managers to create buzz and drive sales through fan engagement [9]. - This trend has expanded to include influencers, KOLs, and even ordinary consumers, with various brands adopting this model to enhance foot traffic and sales [9][10]. - The model has seen significant growth since 2023, driven by emotional and aesthetic consumerism, and is expected to continue evolving [9][10]. Group 2: Impact on Brands and Sales - Brands like Xiangpiaopiao and other new tea drink companies have utilized the "One-Day Store Manager" strategy to attract younger consumers, often featuring attractive influencers to draw crowds [10][12]. - Data from tea brand Shuyi Shao Xian Cao indicates that a recent event led to a 100% increase in daily sales and a 240% year-over-year growth [12]. - The cost-effectiveness of this model is appealing to brands, as it allows for broader reach at a lower expense compared to traditional celebrity endorsements [12]. Group 3: Consumer Reactions and Market Saturation - As the "One-Day Store Manager" events proliferate, consumer sentiment is shifting from curiosity to fatigue, with some expressing annoyance at the lack of professional service [8][26]. - Critics argue that the focus on aesthetics over service quality may alienate loyal customers and diminish the overall shopping experience [28][30]. - The trend may face a decline as consumers grow weary of the repetitive nature of these events, prompting brands to seek new marketing strategies [30].