Tianjin Binhai New Area wedding photography market has great consumption potential

Tanggu ranks first in photo studio consumption

The coastal wedding photography market has great consumption potential. Under the recognition of industry insiders, large domestic chain stores are constantly entering, and Tanggu residents are Spending on wedding photography ranks first in the city.

Although there are dozens of wedding photography shops scattered throughout Binhai New Area, it is about 10 large and medium-sized photo studios that really occupy more than 90% of the wedding market. The reporter saw on Tanggu Golden Street that there were five or six large and small wedding photo studios stationed on both sides of the street about 200 meters away. Although many photo studios said that July was the off-season for the industry, the reporter saw different scenes from the four or five photo studios he visited. Some were so deserted that there were no customers, some had more service staff than customers, and some had only customers. The door is full. According to industry insiders, the price of wedding photography in Binhai Studio ranges from 2,000 yuan to 20,000 yuan. The per capita consumption in Tanggu District ranks first, reaching about 7,000 yuan, which is higher than the six districts in Tianjin and is behind cities such as Guangzhou and Wuhan. Not much. The industry has praised: Binhai wedding photography market has great potential.

According to industry insiders, in the first half of this year, the wedding photography market in the Binhai area increased by 10%-15% compared with last year. This growth rate does not determine the overall situation for 2008. The upcoming Olympic Games will bring new highlights to the wedding photography industry. August to October will ignite the fiercest battle in the entire industry. The main growth point of annual sales and the outcome of competition will be determined in one fell swoop. (Wang Zuling)

Professional brand enhancement

Every photo studio says: competition is fierce. Therefore, large photo studios began to continuously train their employees, enhance their brands with professionalism, and capture customers with VIP-level services.

There are currently two camps in the wedding photography industry: photo studios VS photography studios. Although the two are not of the same weight in terms of scale, in the era of pursuing personalization, many customers have favored photography studios in the past two years. Industry insiders predict that it won’t be long before most of the photography studio’s customers will return to the studio. Because powerful photo studios have stronger innate conditions for brand promotion. The reporter learned from a national chain photo studio that makeup artists receive training every three months and go to training schools in Dalian and Daqing to learn the latest makeup techniques and popular elements. In another photo studio, all photographers employed have five or six years of experience in portrait photography and have published works in well-known domestic media. In addition, photographers will also undergo rotational training at various chain stores across the country.

The technology has improved, and the studio is unambiguous in terms of service. Nowadays, the marketing personnel of photo studios are given a very professional name - bridal secretary or bridal consultant, which means that they not only have to sell the products of the photo studio, but also have wedding, etiquette, communication and other skills to style, photograph, and Comprehensive advice on film selection, wedding etiquette, precautions, etc. (Wang Zuling)

Exclusive products compete for the market

In the past two years, some local and domestic chain photo studios have been constantly launching "new products" to attract customers' attention, and some exclusive products Won market recognition.

As the peak shooting season approaches, various photo studios offer dozens of wedding dresses for various scenarios, many of which are in sync with first-tier cities such as Shanghai, Guangzhou and Chengdu. Industry insiders said that in order to do exclusive business, some photo studios even buy out the packaging of some styles, clothing, and products. Some large institutions even have dedicated product research and development teams that constantly introduce new products. Today's consumers, mostly those born in the 1980s, have more ideas about wedding photography. When choosing a wedding photography store, they no longer just "listen" to the sales staff's introduction, but "see" and look at the photography store. of shooting "works". During the interview, Ms. Yang, who works in the development zone, said that the purpose of taking wedding photos is to record unforgettable moments in this life, so that the images of love can be cherished for a lifetime. She prefers photos that fit her own style and have a distinctive personality, rather than modular photos that are similar. Therefore, when choosing a photography store, she mainly "let the works speak for themselves" instead of listening to the bride's secretary's introduction. (Du Yue)

Personalized services are favored

In addition to the dual appeal of "situational wedding photography" and "travel wedding photography", at the beginning of this year, some new concept photography debuted In Binhai New Area, one-on-one exclusive photography services have also appeared in the market.

At the beginning of this year, many photography shops began to buy villas and open high-end photography shops to meet the needs of VIP customers. Any newcomer who comes to this type of photography store will have a dedicated photography team to serve them. Photographers and makeup artists will follow them from beginning to end, so that the couple can communicate with the photography team at any time, ensuring that the wedding photos are taken to a greater extent. The quality meets the personalized needs of newcomers. An industry insider told reporters that from 2005, when the industry competed for low prices, to today, more and more photography shops regard products and services as the core of competition. In order to expand market share in Binhai New Area, scale expansion has become a means for large-scale photography stores. In this process, the ultimate goal is brand expansion. The completion of new live-action shooting bases with tens of millions of yuan invested heralds the beginning of a "war" without gunpowder. A service staff member of a photography shop said that the reason why one-to-one service is so popular is that the post-80s generation values ??service. One-on-one services are clearly priced for customers to choose freely.

Choosing VIP service means choosing the chief photographer and chief makeup artist and enjoying VIP treatment. The cost is naturally one to two times higher than the price of ordinary wedding photography. (Du Yue)

High-end enters the refined market

With the entry of large-scale domestic chain photo studios, the Binhai photo studio industry will develop at a faster speed. At the same time, the intensified competition will also This will alleviate the current situation of too many merchants competing for the high-end market and facilitate market segmentation.

In the past two years, Binhai Photo Studio has increasingly joined large domestic chain companies, and small photography studios have become increasingly popular. Chain enterprises show the advantages of specialization due to the unified requirements for management systems and services. An employee of a photo studio chain that has just entered Binhai said that local photo studios already have a strong market foundation. With gradual development, they have basically entered the high-end market, and chain companies generally position themselves at the high end. In this way, chain companies will definitely need a longer transition period after entering the Binhai market. At the same time, small photography studios are also targeting high-end consumer groups who pursue individuality.

In this regard, an operator who has been engaged in wedding photo studio management for 6 years said that at present, photo studios in coastal areas, regardless of their strength, compete too much for the high-end market, causing serious deviations in the market, and The lack of segmentation not only intensifies competition in the high-end market, but is also detrimental to the overall development of the market. With the entry of some high-end photo studios, Binhai wedding photography industry will undergo a "shuffle". The operator predicts that as soon as the end of this year, the Binhai wedding photography market will present a new situation. (Han Man)

Business Alliance Cooperation Market

The fierce competition has made photo studios popularize the use of outdoor shooting. Many powerful photo studios have begun to cooperate with highly reputable travel agencies. , hotels, etc. to form business alliances.

In order to change the shortcomings of the same wedding photography in the past, most of the outdoor location shooting is in Dalian, Qingdao, Sanya and other cities. Many photo studios have formed business alliances with travel agencies, hotels, and local attractions. When consumers take wedding photos, by adding one to two thousand yuan, they can choose to take wedding photos in real locations in other places. In addition to basic expenses such as food and accommodation, some will also arrange to visit some local historical sites or tourist attractions during their itinerary. Industry insiders also said that such a business alliance is formed because photo studios hope to perfect their services and help customers save wedding costs. (Han Man)

The shooting concept lacks connotation

Although the competition in Binhai's wedding photography industry is fierce, industry insiders believe that Binhai's wedding photography industry lacks shooting concepts and faces extreme challenges. In a market with strong consumption power, there are still many shortcomings in shooting concepts, services and marketing strategies.

The operator of a photo studio said that through inspections of wedding photo studios in Beijing, Shanghai, Guangzhou and other cities, he found that in the Binhai market with strong consumption power, many photos have no connotation and concept at all and cannot reflect the concept. Out of culture and personality. The operators' pursuit of profit leads to the neglect of analysis of customers' personality and style, which lowers the expectations of the photos in the minds of customers. In addition, after the wedding photography, film selection, album production and other work, there is basically no customer return visit, maintenance and other after-sales services to speak of. As a result, this situation that would have won long-term customers cannot be continued, which restricts the long-term development of the photo studio. (Han Man)

The market potential comes from those born in the 1980s

After the price war, the wedding photography market in Binhai New Area has entered a period of branding, reputation and creativity. The market has become mature and stable. stage of development. The current per capita consumption level reaches about 7,000 yuan, which has caught up with many first-tier cities in China.

It is understood that those born in the 1980s, who are the main force in marriages, are more interested in individuality. Most couples will take wedding photos, and the cost of this alone will vary greatly according to their choices. Ms. Lin from Tanggu District has always advocated simplicity in everything and chose the cheapest photography package from the studio. The total cost was only 4,000 yuan. Mr. Zhang and his wife-to-be came to the development zone and concluded that "you only get married once in a lifetime." , If it can be grand, be grand. Spending money is not a problem, what is important is to leave the most perfect memories in the future. "So in addition to choosing expensive packages, they also added a lot of additional things, such as choosing the most elegant ones. A full set of DIY accessories for the shooting scene and photo studio features, exquisite environmentally friendly photo albums, etc., all costing nearly 16,000 yuan.

An industry insider who has been in the industry for more than 6 years believes that the wedding photography market in Binhai New Area has huge potential. After experiencing growth, maturity, transformation and reshuffling, the future wedding market will belong to a few companies with good prospects. Wedding photo studios with reputation and strength will also develop in a professional direction, providing more professional and sophisticated services, and people's consumption levels will also increase.

(Du Yue)