Trending in China: one-day store manager

Lately, there's been a social media trend where people sign up to be 'one-day store managers.' Youngsters are opting to explore various lifestyles in places like bars, tea houses, bookstores, and trendy shops. After free training, they get a practical, budget-friendly taste of running a store, diving into hands-on activities and connecting with customers from all walks of life . For youth craving a break from boring routines to craft enjoyable leisure moments, the 'one-day store manager' activity fits the bill. In this brief stint of adopting "another identity," they add richness to their leisure pursuits.

One day managers in China. Images: Xiaohongshu/RED

What does this trend mean for brands? Consumers, in the role of 'one-day store manager,' proactively acquaint themselves with the brand's philosophy and learn more about their products. This doesn’t just foster consumers' affinities for the brand, but also acts as a savvy approach for the brand to nurture its own community of Key Opinion Consumers (KOC). Some energy and enthusiasm in store doesn’t go astray either!

A short video showcasing the experience of being an one-day bookstore manager. Shared by @露露叔叔 from Xiaohongshu/RED