China’s ‘one-day store managers’ turn fans into shoppers?

On an August afternoon in Shanghai, Sephora’s storefront was mobbed by young shoppers. But they weren’t rushing to stock up on serums or lipsticks. Instead, the draw was @Inside, a bespectacled influencer temporarily installed as the store’s manager for the day. A sign promised that any purchase, no matter how small, offered a chance to interact with him up close (snapping a Polaroid selfie, or receiving an autograph). Fans queued for hours, some spending hundreds of yuan for the fleeting moment of face-to-face interaction. Xiaohongshu user @Ms.Devil gushed: “He looks even better in person than on camera! Too tall, too handsome — my heart can’t take it.” This is the essence of China’s latest retail craze: The “one-day store manager.” From beauty counters to cafés, brands are turning stores into stages where celebrities and influencers step behind the counter, greet customers, and even work the register. For fans, the thrill lies in brushing shoulders with once-distant idols. For brands, the payoff is foot traffic, social buzz, and surging sales. Marubi, a domestic beauty brand, recently reported a 30% surge in offline sales across 24 cities during its International Women's Day campaign where influencers dressed in branded uniforms shared skincare tips. Plant Doctor, another homegrown player, enlisted boyband star Karry Wang as a “one-day manager” and livestream host, achieving a viral moment that extended beyond the store. Emotional value as retail currency The rise of “one-day store managers” comes as retailers struggle to differentiate themselves in a saturated market and lure shoppers back offline after years of e-commerce dominance. For many Gen Z and Alpha consumers, the experience of seeing their idols up close — signing autographs, recommending lipsticks, or ringing up purchases — is enough to justify splurging on products they may not otherwise buy. “The willingness to pay a premium stems directly from the strong emotional connection and perceived value that the celebrity embodies,” says Danni Liu, CEO of Shanghai-based iBlue Communications. “Fans are investing in a piece of that identity.” But Liu cautions that translating emotional spending into long-term brand loyalty requires more than a cameo apperance. “The brand must not only partner with a well-suited idol but also ensure its product quality, pricing, customer service, and reputation are strong enough to retain customers after the initial excitement fades,” she adds. Amber Wu, a seasoned marketing consultant, agrees: “Fans are motivated by the chance to see the KOL or celebrity, not necessarily by the product. The impact is fleeting and doesn’t build lasting loyalty.” Short-term sales boost Brands that deploy the tactic often see immediate results. Shoppers are willing to spend several hundred yuan just to secure a photo opportunity with the idol. The scarcity and FOMO effect of the event — the sense that “if you miss it, it’s gone” — creates urgency. Social media further amplifies the impact, with user-generated content extending the brand’s reach far beyond the physical store. Still, experts warn that these events are primarily short-term boosts rather than sustainable growth drivers. “It’s challenging to turn these events into repeat purchases,” Liu says. “Most fans see it as a one-off chance to meet their idol. To drive repeat sales, brands need to build on the momentum with exclusive idol-themed products or long-term collaborations.” She points to strategies like surprise quarterly appearances by the celebrity, which could encourage fans to return. Wu echoes the sentiment: “They are mostly short-term lifts. To turn this into repeat purchases, brands need to build deeper emotional or community connections that last beyond the event.” From high-profile celebrities to mid-tier KOLs The economics of the “one-day store manager” format vary depending on the celebrity’s stature. High-profile idols bring massive foot traffic and media attention, but at a steep cost and with higher reputational risk if controversies arise. Mid-tier key opinion leaders (KOLs), by contrast, provide more targeted influence within niche communities at a fraction of the price. “Mid-tier KOLs offer highly targeted reach and strong conversion rates, often at a lower cost,” Liu says. “High-profile celebrities deliver mass awareness, but both ultimately monetize the fan economy within their respective circles.” Wu says that both approaches can extend their impact through livestreaming. “By combining offline appearances with online sales, brands not only multiply reach but also capture conversions from both channels,” she says. Risk of fatigue The format’s success has already triggered a wave of copycats. From beauty counters to bubble tea shops, more brands are jumping on the trend, risking oversaturation. What once felt like a once-in-a-lifetime event is at risk of becoming routine. “Consumer fatigue can set in relatively quickly,” Liu says. “The ‘one-day store manager’ concept itself is no longer novel. Its lasting power hinges almost entirely on the continuing appeal and relevance of the idol involved.” Wu has observed growing frustration among consumers. “In some cases, shoppers feel disrupted by overcrowded stores, or chaotic service,” she says. “The novelty wears off, and the downsides become more obvious.” Managing a potential backlash Not everyone enjoys finding themselves in the middle of a fan frenzy when they just want to shop in peace. Negative reactions have surfaced online, with some shoppers complaining about blocked aisles, long waits, or untrained idols fumbling with basic service tasks. To mitigate this, brands are learning to carefully orchestrate logistics. “Targeted communication can help,” Liu says. “By marketing the event primarily to the fan community, brands minimize disruption for regular shoppers.” She also recommends setting aside designated areas or time slots for the fan-focused portion of the event. Handled well, she argues, these events can even create a positive spillover. “Regular customers might find the vibrant atmosphere interesting and unique,” she says. “The key is to manage the event professionally, selecting appropriate celebrities and ensuring fans are well-guided.” Beyond the hype For all its buzz, the “one-day store manager” model is essentially a reworking of the long-standing formula of fan economy marketing. By leveraging idols to drive traffic, brands are tapping into the same emotional triggers as celebrity endorsements, just in a more experiential format. The question is whether it can deliver enduring brand equity. “The danger is that if brands blindly copy without aligning with their own identity, they may harm their image,” says Wu. “It can even alienate loyal customers if the experience feels disruptive or inauthentic.” The model works best as a supplement, not a core strategy. Used sparingly and thoughtfully, it can amplify campaigns, boost sales around holidays, or introduce a new product line. Overused, it risks becoming a gimmick that erodes brand value. What comes next? As brands search for ways to sustain the momentum, hybrid formats are emerging. Some pair in-store appearances with livestream sessions, enabling idols to reach both offline fans and online audiences simultaneously. Others create collectible merchandise or digital assets linked to the event, extending its lifecycle. The best results come when the star power is matched by strong products and a clear brand identity. The idol may bring fans through the door, but only the brand can convince them to stay. For now, the “one-day store manager” remains one of the hottest tactics in China’s retail playbook, giving brands a way to cut through noise and generate instant buzz. But as consumers grow savvier and the novelty fades, only those who use the format strategically — anchoring spectacle with substance — will turn fleeting fan encounters into lasting customer relationships.

Can China’s ‘one-day store managers’ turn fans into shoppers?

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Can China’s ‘one-day store managers’ turn fans into shoppers?