"With Makeup Assistant": A O2O project in Shanghai that is perpendicular to the field of makeup artist

Abstract: Talking about with makeup, maybe someone like me to this name slightly confused, involved in the preparation of the wedding students may have a little understanding of this. Specifically, with makeup is a makeup artist's service direction, refers to a certain period of time, according to the actual demand to follow

Talking about with makeup, maybe someone like me to this name slightly confused, involved in the preparation of the wedding students may have a little understanding of this. Specifically, with makeup is a makeup artist's service direction, refers to a certain period of time, according to the actual demand to follow customers to provide makeup facial styling services. Like the bride and makeup. But the current situation is that users lack direct access to the required information and makeup services, it is difficult to find suitable for their own makeup services, so this gives internet start-ups cut into the point of makeup services.

"With Makeup Assistant" is a O2O project in Shanghai which is perpendicular to the makeup division, providing users with a large number of makeup and their qualifications, service categories and so on. Users can use "with makeup Assistant" easy to find their own with makeup, and directly through the mobile phone app booking, and some of the make-up division can also provide door-to-door testing services. And users can also evaluate the service with the makeup division. Currently, its iOS client is just online.

When talking with CEO Yelp "with makeup assistant", he shares with me a lot of current wedding industry, especially the bride and makeup this piece of some phenomenon.

In general, information asymmetry is a major problem. Most of the time, the wedding company will do everything. With Makeup division are the wedding company to specifically talk about, and then give users some options. And the user is given to the makeup of the qualifications, ability, etc. is completely do not understand, there is no reference to the standard, can only blindly according to the wedding company given information to make judgments, very risky.

And, because with the makeup division and not directly with the user to reach a service agreement, only with the wedding company has a connection. In this way, specifically for the user to provide services with the makeup division does not need to be directly responsible for the user, will only be in accordance with the requirements of the wedding company to provide services, but also can be free to do just take the money to leave. This makes it possible for users to get services that are not in place.

Finally, and most crucially, the cost. Now wedding companies often in the list of services for users to list the cost of a makeup artist, ranging from hundreds of to thousands of, generally very expensive. In the end, only a small portion of the fee will be paid to the makeup artist. Therefore, the user's pay is not directly paid to the makeup division, and makeup division to get the remuneration is also difficult to work with their real labor to match each other, both sides may be the wedding company crush.

Over time, users will spend more and more of the price to find a relatively reliable with makeup, and because the bargaining power is held in the hands of wedding companies, and makeup to get the reward is increasingly difficult to be guaranteed. And, now there are many, 95 after the new marriage, to their own wedding requirements are very high, but also hope to be able to find their own makeup, this demand has been relatively mature.

"With Makeup Assistant" is in such a background, to provide services with makeup and customers around the wedding company, direct docking, in accordance with their ability to provide services to price, and then let users according to their own circumstances to purchase the corresponding services. And because of "with makeup assistant" platform characteristics, with the makeup can also be intuitive competition between, and eventually with makeup service prices to a reasonable level, will be affordable to the user.

In view of the characteristics of the O2O service, "with makeup assistant" also through manual audit to check the qualifications of each of the assigned to the makeup division, to ensure that the user experience. At present, more than 400 professional and makeup professionals to enter the "with Makeup assistant", in addition, "with makeup" also with 10 professional make-up training institutions signed an agreement to ensure that the source of professional and makeup division.

Now, "with makeup assistant" Service also only covers the Shanghai area, "with makeup" plan will be big in Shanghai market, the details of the model polished to the whole country. In the long run, the O2O mode of "with makeup assistant" is easily copied to other directions in the wedding industry, such as wedding photography, wedding ceremonies, and so on, and this is one of the future directions of the "Makeup assistant" program.

Wedding O2O field before 36Kr has reported many projects, such as wedding photo aggregation service wedpics, wedding Shangyi home knot, and DIY wedding of the poly-Hi-Cat and so on. In particular, poly-Hi-Cat, now poly-Hi cat's Way is to do wedding theme design, and then the wedding of the specific implementation of outsourcing to the wedding company, so poly-Hi-Cat will be the wedding company to give the details of the plan to make the request, but if the wedding area in all directions have a mature O2O mode, Poly-Hei cat can be the implementation of the details of their own outsourcing to all directions of the O2O, such as with makeup to "assistant with Makeup", emcee to "emcee assistant" and so on, and finally the resources packaged to present to the user. And this mode, should be the wedding company should have the appearance.