Tisch
First, industry analysis:
Since the beauty industry in China started from 1985, with the continuous improvement of people's living standards, the market snowballed, with an average annual growth rate of 20%. At present, the market is in a high-speed development stage.
After more than 20 years' development, the demand of China's beauty industry has surpassed that of Japan and South Korea, ranking first in Asia and second only to the United States and France in the world. In the future, China will inevitably become the largest consumer market in the world. With the implementation of China government's policy of expanding domestic demand, beauty industry is becoming the fifth largest consumption hotspot after real estate, automobiles, electronic communication and tourism. Looking back on the growth process of the beauty industry for more than 20 years, the overall scale of the industry has shown a leap-forward growth, the technical level has improved rapidly, and the number of employed people has expanded rapidly (the total number of beauty practitioners in China is about 6.5438+0.5 million, which is the industry with the largest number of employed people in the tertiary industry. ), wages have increased rapidly and operating income has increased substantially.
At present, the distribution pattern of the nature and structure of beauty institutions is: private enterprises (including individuals) account for 92%, foreign-funded enterprises account for 4%, state-owned and state-owned holding companies account for 3%, and others account for 1%.
The service mode of beauty institutions is as follows: 76% institutions mainly focus on life beauty, and 24% institutions mainly focus on hairdressing. Among them, 19.67% is cosmetic surgery, 15.06% is bodybuilding, 4.5% is slimming, 3.72% is fitness or main fitness, 2.65% is SPA or main SPA, and 4.9% is other.
Most beauty salons mainly focus on facial care and body massage, but today, Chinese medicine health and weight loss and body therapy have occupied the main source of beauty salon profits. Therefore, the health pavilion can not only attract beauty lovers, but also be a way for urbanites to pursue health. In recent years, with the continuous improvement of China's economic level, the number of sub-healthy people has also increased greatly. In 2009, the number of sub-healthy people in China has reached 5 1 100 million.
Combined with the above analysis of the industry, my own advantages and skilled operation experience in the industry, I decided to open a professional SPA health club.
Second, the working capital budget:
1. Total fund:1million.
2. Allocation of funds:
A. Store rent and deposit
B. Store decoration expenses
C. Goods and tools needed for operation
D. Personnel salaries
E. advertising fee
F. Working capital
Third, business preparation:
1. Store type positioning: bottom business (200-300m2)
2. Shop business circle survey: peripheral competitors, operating projects and customer unit prices, peripheral consumption levels,
Residential occupancy rate, number of customer groups, available development resources, etc.
3. Business projects: facial, SPA and health care projects (top SPA projects in the world; Strong pertinence and quick effect.
Health project)
4. Store decoration: design the room layout according to the project.
5. Target consumers: people with medium and high consumption levels.
6. Product brand selection and project pricing
7. Staff training (etiquette training, product training, technical training, reception process training, etc.). ), project settings.
8. Employee salary setting
9. Carry out outreach activities
Four. Analysis of selected projects:
1. Face project:
According to each age group and different skin conditions, set appropriate nursing items to meet customer needs. (Basic, efficient, special, seasonal, etc. )
2. Spa project:
It integrates more than 40 kinds of top spas in more than 30 countries around the world, including ancient Egypt, Italy, Thailand, Maldives, Indonesia, Britain, Switzerland, Belgium, the Philippines and China. Unique interior design, fairy-tale story background and thoughtful service make customers feel unprecedented dignity and enjoyment.
3. Health care projects:
Starting with skin-flesh-bone-viscera-meridians-qi and blood, the sub-health status of customers is comprehensively adjusted. Meet the needs of customers to the maximum extent.
Verb (abbreviation of verb) Shopping mall operation planning:
1. extension, don't move
Mode: Use the seasonal items in the store to promote sales.
A. advertisements on community elevators around the store.
B. Online group buying promotion
C. form an alliance with other units around the store and enjoy the resources.
2. Staff training, improve professional skills and service level, do a good job in customer management, improve customer arrival rate and increase the number of consumption cards.
3. Promotion of seasonal projects in the store.
4. Introduce an incentive scheme for old customers to bring new customers to attract old customers and increase the number of customers.
5. Hold small salons on a regular basis to close the distance with customers, let customers feel the difference between the storefront and other beauty salons, and enhance customer loyalty.
6. Hold a customer appreciation meeting at the end of the year to thank customers for their support over the past year and make customers feel that the service in the store is worth the money.
7. Hold a staff meeting, summarize the performance of one year and the sales and annual plan of the next year, and reward outstanding employees.
Estimated income of intransitive verbs:
1. The invested capital was recovered in the first half of the year after opening (1 10,000), and the average monthly performance was167,000.
2. The target performance in the second half of the year is 6.5438+0.2 million, with an average monthly performance of 200,000.
Seven. Possible difficulties and solutions:
1. The quality and level of beauticians are uneven, with great mobility and difficult management.
Solution: A. Reasonable salary setting makes beauticians form healthy competition.
B. Professional education and training to solve employees' professional and technical problems; Career planning, solving employee problems
Promotion problem.
2. The operating expenses of beauty salons are getting higher and higher, and the profits are getting lower and lower.
Solution: A. Reduce the cost of in-store products through project integration.
B. Reasonable salary setting to reduce employee salary cost and in-store debt ratio.
C. Professional customer management system, to reduce the customer churn rate and improve the rate of new customers entering the store.
3. The homogenization of business projects between beauty salons is serious, which is easy for customers to have a comparison mentality.
Solution: A. After the project is integrated, customers can't compare it without promoting any brands.
B. Everything in the store has been given a brand-new concept, which other stores can't imitate.
C. Make a personalized nursing plan according to the actual situation of each customer, and win the recognition of customers.
extreme
First, image preparation.
Play, play, 30 minutes to prepare, 3 seconds to impress, 3 minutes to express (concise). Dress yourself up like an expert.
Second, prepare your mind.
Make full mental preparations, fight tough battles and overcome difficulties. There is no shame in not selling for a few days. People who want to send money will feel that they have made a bad start and will leave immediately. At any time, at any time, it is like encountering a battle. You are full of enthusiasm and passion, affecting everyone around you and making you cheerful, happy and happy. That is to say, you should always keep your soul up and enjoy it. Cheerfulness is like a magnet, which will keep wealth invisibly.
Third, the preparation of in-store facilities to create a warm beauty and skin care environment.
Warm, innovative, complete hardware, air conditioning in summer, heating in winter, this is the most yards of facilities, sparrows are small, but also fully equipped, customers are full of cabinets.
Display cabinets are placed, and high-end products are mainly in the same series. First, customers can see high-end products, and low-priced products are placed slightly lower. The top part of the display column can show your diploma, photos, posters and honorary certificates. Products must be listed completely, giving people a clear desire to buy. Make-up should be put uniformly, and some green and fashionable decorations should be put. For example, a white box can be placed next to the elegant and beautiful box, which reflects the elegance and nobility of this set of products and the purity and safety of the products. You can put some cucumber vines in summer, which are green, showing a kind of environmental protection and nature. Bedding uses bedspreads, sheets and towels marked by the company (ordered in Sisi's office), which reflects professionalism. At least two sets, change once a week!
A variety of printed beauty project leaflets in beauty salons, including green beauty products. Let every customer read the publicity materials in his spare time before entering the nursing care, and give the read publicity materials to the customers before leaving. The beautician's oral product recommendation left an impression on the customer, so the promotional materials brought back by the customer deepened this impression visually. In addition, posters of beauty salon related products should be hung (pasted) in a conspicuous position in the beauty salon. Certificates of quality inspection of related products and honorary medals of enterprises can build up customers' beautiful self-confidence, especially certificates issued by national authorities, which will play a great role in attracting customers and selling products. Relevant information can be downloaded and printed from the website of the company's R&D institutions.
Fourth, the preparation of goods in the store
Special products for product demonstration: self-cleaning cream, facial cleanser, water, milk, essence, cream, BB cream, oxygen mask, eyebrow knife, eyebrow clip, eyebrow scissors, physiological saline, absorbent cotton, alcohol, plastic wrap, film guide bowl, mirror, cotton pad, etc.
Verb (abbreviation of verb) preparation of professional knowledge
This is the most important point in all the preparations before opening! Without this item, there would be nothing and no money. Whether the cleansing steps are rigorous and smooth, whether the massage is comfortable and comfortable, and whether the skin judgment is accurate, never prescribe the wrong medicine, otherwise it will harm others and yourself. Without the fastest speed to practice, you can't be impatient. Practice makes perfect.
Six, careful planning, to lay the foundation for good activities.
On the basis of trial operation for one to two months, a large number of experience cards are issued to let acquaintances experience products, rather than selling goods. This is a process of raising fish, and it also paves the way for the gift of the event. If you want to do this project after experiencing eye fire treatment, the fee is 15 yuan 1 time, and the fee is 20.
1 time, laying a good foundation for event giving, introducing customers during trial operation, and seeing the effect.
It was grandly opened two months later, with the theme of celebration. Posters of gifts are posted three days in advance, and sales are not allowed at that time.
Predict the number of stores in advance and call one by one to make an appointment. How to encourage everyone mobilized before the war that day, thank the dealers who came and report the customers in the store. How many customers will be present that day and what kind of situation has been determined. Division of labor:
Issuer (enthusiastic and confident) and receptionist (store manager): familiar with customers, be good at transferring money (as a demonstrator), demonstrating products (as a senior store manager and distributor) and pressing orders (as a distributor with certain experience in selling goods): familiar with the activity plan of the day, good at shaping distribution value and having certain experience in pressing orders.
Do a good job of language and personnel cooperation, introduce the situation, and achieve the sales purpose. Generally, there are not many customers in the county town in the morning, but they make achievements in the afternoon, while there are many people in the town in the morning and few people in the afternoon, but they have certain quality. Try to maximize the distribution of products to customers. If the customer doesn't get the dealer's order, if you know her well, you must hold her and don't let her go. Pretend to plead with the dealer and ask for more items to achieve the purpose of pressing the order. Do a good job, always be around, grasp the customer's psychology and trends, and look at the dealer's eyes.
Seven. Activity summary
Finally, to sum up the situation of the day, are new customers increasing my sales? Sales are still high, but there are few customers. What is gratifying is the number of customers. You must check the customers, not the money, six months before the opening. Customers are expanded wealth. Which customer needs what kind of products, but doesn't?
Buy, be sure to write it down and continue to do follow-up introduction and service. Which customer is equipped with week care and not with day care? Give a trial product and see the effect after use.
Tisso
I. Preface to the theme of one-year promotion activities of beauty salons:
With the development of market economy, the beauty industry is becoming more and more mature, and the competition among brands, companies (beauty salons) and services is becoming more and more fierce. In order to enhance the popularity of beauty salons inside and outside the store and their local influence, I have formulated a series of big discounts and promotional activities for beauty salons.
Second, the activities of the program:
(1) January and February:
Because January and February are the most traditional festivals in China, most customers will have a long vacation of up to seven days, which is the first opportunity for our beauty salon to promote sales.
Reference Scheme 1: Generally, the traditional Spring Festival in China is in these two months, so we can give 8% rebate to customers who spend in beauty salons during the Spring Festival as Spring Festival red envelopes, that is, customers will immediately send out 8 yuan money when they spend 100 yuan. This not only caters to the atmosphere of the Spring Festival, but also makes customers feel the benefits.
Reference Scheme 2: February 14 is the traditional Valentine's Day in the West, so we will launch a "Valentine's Day card" this month for men to give to their girlfriends. In addition, we can also launch a couple's spoon meal series, that is, female customers spend over XX yuan in beauty salons, so that their boyfriends can enjoy the beauty treatment of men for free, or give gifts above the lover's monthly card on Valentine's Day.
(2) March:
March is the month of learning from Lei Feng. As long as we seize the opportunity, we can do more good deeds for nearby houses this month, quickly establish a good image of beauty salons and attract people's attention.
Reference Scheme 1: On a certain day in March, in the name of learning from Lei Feng, all the staff of the beauty salon can be organized to clean the streets for the nearby residential areas free of charge, so that the reputation and popularity of the beauty salon can be quickly established.
Reference Scheme 2: Set a day in March, and let customers have a beauty treatment for free as a promotion activity of beauty salons.
(3) April:
Reference Scheme 1: Since there is no festival particularly suitable for promotion in April, a promotion activity of "Be beautiful, offer love and make people beautiful" can be held. Customers who go to beauty salons this month can enjoy 10% discount on monthly cards, 8.5% discount on seasonal cards, 7.5% discount on semi-annual cards and 30% discount on annual cards. In addition, the package card sent more than 20 free treatment courses; Moreover, when the accumulated consumption reaches 1000 yuan (including one-time or card opening), the beauty salon will immediately give customers a supreme gold card, which can enjoy a 50% discount within the time limit; In addition, eliminate accumulation.
10% of the fee will be donated to * * donor institutions such as Project Hope, UNICEF or the Foundation for the Disabled. It not only fully interprets the rich connotation of "being beautiful, offering love and making people's hearts more beautiful", but also enhances their popularity through crowd effect or publicity.
Reference scheme 2: May Day Golden Week will be ushered in at the end of April, which is the peak consumption season for customers, so it is necessary to publicize early and come late. For the "May Day" Tourism Week, we can hold promotional activities such as "May Day Travel, Our Hospital Helps You" and "May Day Holiday, Surprise You". We can send an annual accident insurance in the beauty salon by opening a season card, a half-year card and an annual card, and the premiums are 65,438+00,200,300,000 yuan respectively.
(4) May: Reference Scheme 1: The third week (Sunday) of May is Mother's Day, and we will carry out "Let you be a careful and beautiful mother" activities in various forms, including:
1. Preferential package: During Mother's Day, we will give whitening cleanser 1 to 280 yuan every month and cleanser 1 to 680 yuan every quarter.
2. Bundle sales plan: that is, customers can get a special product if they buy and sell a certain amount and add XX yuan, or they can choose 2-3 products at will if they add XX yuan;
3. Interactive scheme: As the end of May is Children's Day, we will immediately send a photo of children's art of the Photography Building to all customers in 500 yuan who spend more than 65,438 yuan +0,200-65,438 yuan+0.
In addition, we can spend a lot of money in the beauty salon on Mother's Day or within a week, give a special product, or get a Children's Day gift in the beauty salon at the end of this month.
(5) June:
Reference scheme 1: June 1 day is Children's Day. Large-scale garden activities such as "parent-child return tour" can be held in conjunction with aristocratic houses near beauty salons. Beauty salon posters and product posters will be hung at the event site. All the children present will get a small gift if accompanied by their mothers, and the mothers will get a beauty salon coupon of XX yuan. The activity cost is less than 1000 yuan, but on-site publicity can directly boost the reputation of beauty salons and greatly increase the growth rate of new customers.
Reference Scheme 2: The second week (Sunday) in June is Father's Day, and we try to develop the men's market. People usually think that beauty is a woman's business, and men can get a free beauty (only for customers who have opened a season card or more). On that day, in addition to free beauty treatment, cardholders can also get a mysterious gift from men, so that men can personally feel the beauty and express their love.
Reference Scheme 3: June is the last month for college graduates to go to school, and they will face great employment pressure. It is also an indisputable fact that "stunning appearance" has become the standard of many employers. How can we improve our competitiveness under the great employment pressure? In view of the above market demand, beauty salons can make a big fuss during this period, and students wearing diplomas or degree certificates can enjoy a 20% discount, or a 10% discount on card opening. At the same time, we can also hold lectures or employment lectures for customer groups, encourage them to establish a correct concept of human promotion and values, and even sponsor basket activities such as "Image Design Competition". At the same time, they can also invite TV stations or media to publicize and strengthen.
In fact, this kind of activity belongs to long-term investment. We all know that the promotion is a high-end consumer group with a certain cultural quality. Cultivating them into long-term customers of beauty salons can play an important role in the future development of beauty salons. At the same time, the campus is also the place where information is most easily transmitted. A stone is bound to stir up a thousand waves. Through the special offer to the sender, it will definitely get twice the result with half the effort in attracting countless new customers and establishing the image of the brand and beauty salon.
[6] July and August:
Reference scheme 1: "A woman made of water will make you feel a liter softer". And July and August are the hottest months of the year, and women can't live without "water" in these two months. We will make a fuss about "water" and hold the "Water Fun Garden Competition" in the water park or swimming pool near the beauty salon. Through a series of relaxed and lively water games and
Reference Scheme 2: Children are always the people that mothers care most about. It is the wish of all mothers to "hope that their children will succeed and their daughters will succeed". July and August are the annual summer holidays for children. More and more mothers will choose some interest classes for their children this holiday, so we can cooperate with some educational institutions with such courses according to this trend, and any beauty salon or annual card that spends more than 65,438 yuan+0,000 yuan this month. Send a children's interest class education course worth 288 yuan. In addition, housewives often have a relatively free time after sending their children to interest classes before their children leave class. Parents of children attending interest classes can spend money in beauty salons with receipts or admission tickets, and we can give them a 20% discount. (Beauty salons near interest classes are preferred)
Remarks: If we can design an education and training course that is not our own, the effect will be better. Because there are too many interest classes, many parents have no choice, so we can set up an unprecedented interest class, which will definitely attract the attention of many customers. If there is no such condition, then choose reputable institutions to cooperate, otherwise there will be negative effects.
Reference Scheme 3: In the traditional concept of China people, "Bayi" is an auspicious number, so we will cater to the customer's mentality and hold the activity of "adding eight (hair) and subtracting eight (hair)" in August, that is, in mid-August, we will get a 20% discount when we encounter the word eight, such as the 8th,18th and 28th.
Once in September and October:
There are many festivals in these two months, so these two months are the golden period for our promotion.
Reference scheme 1: September 10 is the annual "Teacher's Day". You can enjoy a 20% discount when you spend in a beauty salon with a teacher's certificate, a 10% discount when you spend in a shop with a teacher, and even a free beauty treatment, so that people can feel the cultural atmosphere of "respecting teachers and attaching importance to teaching" in a beauty salon and improve their popularity and reputation.
Reference scheme 2: 65438+ 10/0/is a festive day for the 53rd anniversary of the founding of the great motherland. You can launch the action of "Welcome the National Day and get a big rebate". During the National Day, Jin Jia will get 10% discount on monthly cards, 8.5% discount on seasonal cards, 4 treatments, 7.5% discount on semi-annual cards and 8 treatments.
30% discount on annual card, 12 treatment, 10% discount on monthly card and 20% discount on seasonal card. Consumers can get a VIP card when they spend over 1000 yuan in the current month, and the products bought and sold with this card enjoy a 6.5% annual discount.
Reference Scheme 3: In September and October, we also have a traditional festival-"Mid-Autumn Festival", which will be the prime time for giving gifts. At this time, our beauty salon should take this opportunity to launch a series of annual cards and season cards and take some nice names. Such as: peony card (for teachers and elders), sister card (for peers and relatives), diamond card (for boss or boss's lover), etc. At the same time, indicate the purpose of each card, for example, you can enjoy free beauty treatment all year round with a diamond card, and you can enjoy a 10% discount on buying and selling products (its function is similar to that of an annual card, but in another way). At the same time, manufacturers are also allowed to launch a series of gift clothes (guest clothes) during this period, which are specially used for giving gifts.
Remarks: Nowadays, interpersonal relationships are becoming more and more subtle. Dealing with all kinds of relationships has become people's most concerned issue, and giving gifts on holidays is considered to be the most effective means of public relations, so people are investing more and more in giving gifts. Therefore, our beauty salon caters to the consumption trend of customers and makes a fuss about gift giving, which will inevitably increase the turnover.
Reference Scheme 4: Interactive sales method with moon cake dealers: After spending all the money in 200 yuan this month, send a box of moon cakes to beauty salons, and after the Mid-Autumn Festival, buy and sell moon cakes to beauty salons with discount cards or lottery tickets, ranging from the highest gold card or monthly card in beauty salons.
(8) November and December:
Reference scheme 1: 1 1 month and1February are the last two months of a year, and we will hold a "Last Big Action to Send You X Years".
1. Preferential package: During these two months, 280 yuan will get a monthly whitening cleanser, and 680 yuan will get whitening cleanser, moisturizer and so on.
2. Bundle sales plan: that is, customers can get a special product after buying and selling a certain amount and adding XX yuan, or they can choose 2-3 products at will after adding XX yuan.
Reference scheme 2: 1 1 month and1February are the wedding seasons. We can design a special nursing course for the bride-to-be, so that she can spend the best day happily. In addition, you can also hold interactive sales with the wedding photo studio, that is, go to the beauty salon for consumption and send wedding photo studio gift certificates.
Third, the effect evaluation:
This scheme is perfect in planning novelty, publicity and sales volume, and the advertising investment arrangement is reasonable. As long as this plan is approved, the cost budget is guaranteed, all parties cooperate closely, carefully organize and make good use of news means, the activity will definitely have a strong response, greatly improve the popularity of beauty salons, attract many new customers, and directly improve the turnover and profit of beauty salons.