At the intersection of Shaanxi North Road and Kangding Road in Shanghai, there is a particularly eye-catching building with a fully metallic gray exterior. Recently, this building has gained media attention due to its association with the well-known writer and director Guo Jingming.
CHAILEEDO found that this building is the location of SHISPACE Store. According to SHISPACE’s official Dianping (a Chinese consumer review platform) account, it is positioned as a “one-stop interactive aesthetic space” that provides color testing, makeup services, and other related services. Since its opening, it has attracted many celebrities to experience the store and has consistently ranked as the top beauty/SPA establishment on the “Dianping Shanghai Beauty/SPA Popular Rankings.”
It is worth noting that in recent times, SHISPACE Store has become increasingly popular, to the extent that there have been cases of scalpers impersonating store staff. In response to this, SHISPACE Store reminds consumers to make appointments through official channels and acknowledges that “due to the recent surge in appointments, the reservation system may experience some congestion.”
So, what is the connection between this beauty industry store that became popular within just four months of opening and Guo Jingming? Has Guo Jingming really entered the beauty industry?
“Boss” Guo Jingming holds a 10% stake and the founder is known for establishing a beauty brand
“Congratulations on the grand opening of SHISPACE Store.” According to multiple media reports, recently the official Weibo account of “SHISPACE舍作” (SHISPACE Store) on Xiaohongshu (Little Red Book) posted a video congratulating the store’s opening, referring to Guo Jingming as the “boss.” This immediately sparked speculation within the industry about Guo Jingming’s entry into the beauty industry.
CHAILEEDO noticed that as of the time of press, the video caption has been modified to refer to Guo Jingming as “Director Guo Jingming.” However, in the comments section of Dianping (a Chinese consumer review platform) related to SHISPACE Store, Guo Jingming is still referred to as the “boss.”
So, what is the connection between Guo Jingming and SHISPACE Store?
CHAILEEDO’s research reveals that the WeChat official account of “SHISPACE舍作” is certified under the entity name “Shishi Cheng (Shanghai) Cultural Media Co., Ltd.” (referred to as “Shishi Cheng Media”). According to the National Enterprise Credit Information Publicity System, Shishi Cheng Media was established in June 2021, with Shi Pei as the legal representative and Shi Jing as the largest shareholder, holding a 76% stake. Shi Hui and Xu Chenyan are the second and third largest shareholders, respectively.
The store information on the SHISPACE舍作 Xiaohongshu shop indicates that the business entity is Shanghai Shiye Cultural Media Co., Ltd. Jing’an Branch (referred to as “Shiye Media Jing’an Branch”).
According to the National Enterprise Credit Information Publicity System and Tianyancha (a Chinese corporate information search platform), Shiye Media Jing’an Branch is a subsidiary of Shanghai Shiye Cultural Media Co., Ltd. (referred to as “Shiye Media”), which was established in May 2023. Shi Jing serves as the legal representative and the largest shareholder, holding a 63% stake, while Shi Hui and Guo Jingming are the second and third largest shareholders, respectively. Guo Jingming’s subscribed capital contribution is 111,100 yuan, accounting for approximately 10% of the shares.
Therefore, although not the largest shareholder, Guo Jingming clearly has an association with the company behind SHISPACE Store in terms of equity structure.
Furthermore, both the daily promotion of SHISPACE Store and its founding team reflect an “uncommon” relationship with Guo Jingming. According to a post on the SHISPACE舍作 WeChat official account in November 2023, the partners of SHISPACE Store include celebrity makeup artist Shi Hui, MQ STUDIO founder Liu Xueliang, renowned young director Guo Jingming, and the brand’s founder, Shi Jing, who has over a decade of experience in luxury marketing.
In their daily promotions, the SHISPACE舍作 Xiaohongshu account directly uses the term “real-life version of Tiny Times,” indirectly confirming the close association with Guo Jingming. Recently, staff members of SHISPACE Store also told the media that “Guo Jingming may visit once or twice a year.”
Meanwhile, Shi Hui, a partner of Shiye Media and Shiye Media Jing’an Branch, has had a close working relationship with Guo Jingming. According to public reports, as a makeup artist, Shi Hui has participated in several of Guo Jingming’s directorial works, including “My Journey To You,” “Da Meng Gui Li,” and “The Yin-Yang Master.”
It is worth mentioning that the suspected controller of SHISPACE Store and the largest shareholder of Shiye Media and Shiye Media Jing’an Branch, Shi Jing, has experience in establishing a beauty brand.
CHAILEEDO noticed that a Weibo account with the introduction “SHISPACE舍作 founder” named Sajo Shi Jing posted a Weibo in 2020 saying, “My brand 9H is going to be unveiled to everyone,” and showcased beauty products with the label “9H Beauty” in a video.
The WeChat official account “NicheTimes丽可时代” also indicates that Shi Jing, who has years of experience serving luxury brands, previously founded the trendy beauty brand 9H Beauty.
At the time, regarding the future plans for 9H Beauty, Shi Jing stated to the media, “We hope to achieve the scale and similar model of Perfect Diary,” and “We are not just a beauty and skincare company but also a new media platform, an aesthetic education institution, and a red influencer incubation organization.”
Currently, CHAILEEDO has found that by searching the keyword “9H” on the cosmetics app, there is only one registered product information for 9H Color Reviving Lip Gloss, which was canceled in June 2022. The manufacturing company for this product is Mosa (Shanghai) Trading Co., Ltd., also known as “Mosa Company.” According to the National Enterprise Credit Information Publicity System, Shi Jing is the largest shareholder of Mosa Company.
Since its opening, the sales of SHISPACE Store have exceeded 1.3 million yuan, ranking first on the popular beauty/SPA list in Shanghai
According to public information from various SHISPACE Store platforms, SHISPACE Store has a vision of “beauty transformation and self-discovery.” It has gathered a team of top celebrity makeup artists from both China and abroad to create an “all-in-one interactive aesthetic space.” The store provides a one-stop beauty solution with a star-level experience. It entered the trial operation phase on January 2nd this year.
Specifically, SHISPACE Store is divided into two main sections: SHISPACE Makeup and Hair Studio and MQ Shanghai Art Salon. SHISPACE Makeup and Hair Studio focuses on customized makeup, color diagnosis, bone structure eyebrow design, and makeup courses. MQ Shanghai Art Salon specializes in fashionable hairstyling and trendy makeup, aiming to provide star-level styling services.
Overall, SHISPACE Store’s main selling point is “personalized service by celebrity makeup artists.” The store has six resident makeup artists, all of whom have experience providing makeup services to A-list celebrities.
In terms of services, SHISPACE Store also offers a wide range of high-end cosmetics and claims to provide “free access to 50+ global makeup brands” without the need for personal tools.
Regarding prices, according to information from Dianping (a Chinese consumer review platform), the service prices at SHISPACE Store range from 398 yuan to 9,880 yuan, with an average consumption of 1,509 yuan per person. Among the services, the “Color Testing Room – Advanced Personal Four-Season Color Testing” priced at 1,388 yuan has the highest sales volume. Over 800 sessions have been sold, resulting in a total sales amount of 1.11 million yuan. The service includes “advanced personal four-season color assessment + daily makeup (trial operation benefit)” and lasts for 120 minutes.
Based on the publicly available sales volume and service prices, CHAILEEDO estimates that the overall sales of SHISPACE Store may have exceeded 1.3 million yuan since its opening.
Additionally, SHISPACE Store provides makeup services for external events. The service prices are based on the purchase of makeup packages, with an additional 300 yuan fee for locations within a ten-kilometer radius (including the ten-kilometer distance). Prices for locations beyond ten kilometers are calculated separately.
CHAILEEDO also noticed that several celebrities, including Zhong Chuxi and Shi Boyu, have visited the store, showcasing the strong connections of SHISPACE Store’s founding team in the entertainment industry.
Furthermore, SHISPACE Store has received visits from multiple beauty brands. According to the SHISPACE Store’s Xiaohongshu (Little Red Book) account, Shiseido’s 3.8 project TVC was filmed in their store this year, and well-known makeup artist and founder of Cai Tang brand, Tang Yi, has also visited the store.
As of now, there are no negative reviews for SHISPACE Store on Dianping, and many consumers have expressed their appreciation for the store’s services, stating that the “technique and aesthetics are excellent” and that the “environment is pleasant, and the makeup artists are professional.”
Insights into the makeup operation behind color testing
According to relevant information, SHISPACE Store’s main service is color testing, which uses a scientific method to understand individual body colors such as skin tone, hair color, and iris color. Based on this understanding, the store recommends suitable makeup methods and combinations.
Tracing back its history, color testing, also known as personal color diagnosis, first appeared in Germany in the 1920s. It then gradually entered the markets of the United States and Japan, and was further systematized in South Korea.
Today, leveraging the global popularity of the Korean Wave culture, Korea has gained an advantage in the field of color testing. Consumers from around the world, including China, have flocked to Korea to experience color testing, making it an important activity for visitors to Korea. According to foreign media reports, several Korean color testing stores had over 1,000 foreign customers on average per month last year.
Starting from 2022, the trend of color testing began to spread from Korea to China. According to the Xiaohongshu (Little Red Book) platform, there are over 50,000 notes under the “color testing” topic, and the “Korean color testing” topic has nearly 8,000 notes.
At the same time, color testing stores have emerged in various parts of China. In June 2022, Intime Department Store, China’s largest physical retailer of cosmetics, announced its entry into the “color testing” market.
According to public reports, at that time, Hangzhou Intime Department Store designated the 10th of every month as “Color Day” and regularly held “Personal Color Testing” salons. Consumers could search for “personal color” on Intime’s Miaojie App and make free appointments for the “Personal Color Testing” salon.
CHAILEEDO found on Dianping and Xiaohongshu platforms that there are now color testing stores in Beijing, Guangzhou, Chengdu, Wuhan, and other cities. Some businesses even emphasize their “Korean” identity to create a professional image.
The popularity of color testing may be closely related to the nature of makeup itself. A well-known makeup brand distributor in Anhui province once told CHAILEEDO, “Compared to skincare products, which are standardized, makeup is more like a non-standard product. Offline channels for makeup focus more on creating an atmosphere, employing professional talents, and providing better quality to awaken consumers’ desires and needs for beauty.”
Looking at the service models of stores like SHISPACE Store that offer color testing, they mainly attract consumers through specialized services and an exceptional atmosphere, thus embodying the experiential aspect behind makeup.
It is worth mentioning that the business model of color testing may prove the positive impact of high-quality makeup services on boosting makeup sales. For example, in the comments section of SHISPACE Store on Dianping, customers praised the service and suggested, “You can add a shopping area to provide suitable makeup and contact lens products, saving time for shoppers to make purchases.”
Overall, although it has been open for a relatively short time, Guo Jingming’s foray into the beauty industry seems to be somewhat successful. With its high-profile entry, it may further popularize color testing in the domestic market and provide new opportunities for more offline makeup channel businesses.
