Beauty salons have a broad marketing platform for nutritious food, and the market capacity and potential development space of beauty salons' weight loss and health care industry are great, which brings good practical opportunities for the development and promotion of innovative marketing models, will inevitably create huge profits and wealth, and will directly promote the adjustment of traditional beauty salons' business models.

Present situation of beauty salons:

20 1 1 industry survey data shows that there are currently about 1.8 million professional beauty institutions in the beauty industry, with 1.52 million employees. 20 1 1 year, the total sales of the beauty industry reached 1000 billion yuan. Of the more than 1.8 million professional beauty institutions, 80% are self-operated. In other words, there are at least 6.5438+0.5 million individual beauty salons struggling to compete with their peers and develop together in the tide of the market.

Current situation of obesity

As a civilized disease in modern society, obesity has been listed as one of the four major medical and social problems in the world along with AIDS, drug abuse and alcoholism, and it is doubling every five years.

In Germany, the United States, Italy and other developed countries, the government spends 5% of the national economy on treating obesity. In China, the number of obese people has exceeded 90 million, the detection rate of obesity has reached more than 10%, the number of overweight adults in cities is close to 40%, and the proportion of obese children in urban primary and secondary schools exceeds 20%. Moreover, the increase rate of obese patients in China has surpassed that in some developed countries.

The industry of slimming products in China is an industry with increasing investment and sales, increasing number of enterprises and products, and increasing income. At present, it is in the period of market capacity expansion. As far as the current situation is concerned, the products in the weight loss market can be roughly divided into five categories: health food, tea, medicine, external use and equipment. In 20 12, the retail market size of diet pills in China was 3.05 billion yuan, of which the market size of diet pills (prescription drugs) was10.68 billion yuan.

In recent years, the competition in China's weight-loss market is actually fierce. There are more than 1000 kinds of slimming products, but most of them are health care products or functional foods. China has a huge weight-loss market, which not only attracts more than 2,000 domestic small and medium-sized pharmaceutical and food enterprises to produce and operate weight-loss products, but also attracts many large pharmaceutical companies and even overseas pharmaceutical companies to participate.

With the development of domestic economy and the continuous improvement of people's living standards, obesity patients will continue to increase. On the eve of Children's Day (20 12), the Ministry of Health issued the Nutrition Development Report for Children Aged 0-6 in China, which promoted the improvement of childhood obesity to the national strategic level. It is expected that the country will pay more attention to the development of the weight loss market in the future. The market of slimming products in China is not only a huge market, but also a market with great development potential.

Present situation of functional nutritious food

The World Health Organization has made a global survey data: only 5% of people in the world are really healthy, 20% are sick, and 75% are in sub-health state. The International Traditional Medicine and Health Care Research Association of China Health Science and Technology Society has also made an in-depth investigation on the sub-health status of people in China: the sub-health rate in Beijing is 75.3 1%, that in Shanghai is 73.49%, and that in Guangdong is 73.4 1%. It can be seen that sub-health is not only close to us, but also has been experienced by most people.

In 2002, Paul, a famous American economist and economic adviser to two presidents Clinton and Bush? Pilzer pointed out in "Fortune The 5th Wave" that following the personal computer and network industry, with the breakthrough of biological and cellular technology, The 5th Wave's health industry with global wealth was triggered. Experts attending the meeting said that according to international practice, when the per capita GDP reaches more than 3,000 US dollars, it will enter the development stage of nutrition and health industry. In 20 10, China's per capita GDP was 4382 dollars, which has exceeded 3500 dollars for three consecutive years, and it has already met the basic conditions for entering the development stage of nutrition and health industry. The consumption attribute of health care products has gradually changed from optional consumer goods to daily necessities. Under the background of China's consumption upgrading and aging society, the development of health care industry in China will be accelerated.

According to the data of china health care association in 20 12 years, the sales of health care products in 20 10 years were nearly 80 billion, which was 20% higher than that in 2010 years. This data shows that the market potential of health care products is huge. At the same time, there is still considerable room for growth in the consumption potential of health care products in China.

Cooperation space between beauty and health care

The beauty industry, which has the same consumer groups as the health care products market, has realized the huge market share of beauty and health care products, held high the banner of "internal adjustment and external application, treating both the symptoms and root causes" and began to cooperate with the promotion of cosmetics to sell various TCM health care projects. For many beauty salons, selling health care items can not only be combined with routine beauty care items in beauty salons, but also add new profit items for beauty salons. For example, well-known domestic beauty chain stores have begun to adopt this business model, such as natural beauty. But at present, there are also products that use traditional Chinese medicine for health care.

Present situation and defects of promoting Chinese medicine health care projects in beauty salons

It is very common for beauty salons to carry out TCM health care projects, such as five-element therapy, meridian therapy, liver and kidney maintenance, qi and blood tonic, dredging meridians, acupuncture weight loss, cupping to lose weight, acupoint weight reduction and so on. These therapies are all based on the theory of traditional Chinese medicine, but in beauty salons, many people are divorced from the basic requirements of traditional Chinese medicine: four diagnosis and eight types of syndrome differentiation. Without dialectical treatment, the product is directly recommended for sale. No matter whether the guest's physique is virtual or real, it is always operated from beginning to end, which leads to many adverse reactions after many people do it, and the beautician can't cope with it. This is what I don't want to see. Some beauty salons have gone into such a misunderstanding:

1. It is unprofessional for health service personnel without professional training to carry out TCM health care projects, and there will be certain risks.

Scraping, cupping and other professional Chinese medicine projects must be operated by people trained in Chinese medicine. These items seem simple, but we should distinguish different symptoms such as liver fire and lung fire, and operate different acupoints and meridians. If you don't prescribe the right medicine, not only can you not relieve some symptoms of consumers, but it will aggravate them.

2. Health care programs that don't prescribe the right medicine are not good for your health.

Many beauty salons only do some simple action training for beauticians, and then operate some projects with strict knowledge of Chinese medicine for consumers. In fact, many projects are just hype concepts, and the effect only stays at the level of mitigation and relaxation. From products, sub-health diagnosis to personnel operation technology, the purpose of preventing sub-health and preserving health has not been achieved, and even the purpose of health care may not be achieved, but it will do harm to the body. But many beauticians don't understand this knowledge at all. These beauty salons do not have the qualification of health and beauty, but they break the market order with low fees.

3. No dialectical treatment.

After investigation, it is found that no professional teacher can diagnose the deficiency and reality of physique for customers, and beauticians will definitely sell it, so no matter whether you are deficiency or not, beauticians can't treat it according to syndrome differentiation, which not only damages the health of others, but also damages their own reputation.

4, do not pay attention to reinforcing and reducing, balance between yin and yang, treat according to the teacher's training, not according to the guest's situation.

Don't think that you couldn't see the side effects at that time. In fact, it is very important from the perspective of health care. It was supposed to be for treatment. You turned people upside down. Isn't it worse?

There are countless reasons why "health care" industry is not standardized. First of all, the self-discipline of people in the industry is not in place, and the Chinese medicine health care projects in beauty salons should be cautious! Can't copy simply and quickly!

Intrinsic nutrition and health products: a new fulcrum to incite the beauty market

What is the market potential of internal beauty and health care products, and how can beauty salons share a piece of it? ...

What is an oral beauty and health care product?

"Inner beauty" is to repair, activate and regenerate cells by supplying nutrients to human cells. Make the internal function of the body relatively balanced with the external environment, supplemented by external beauty means, and achieve the long-term goal of maintaining good health, youth and beauty.

Beauty needs internal adjustment and external cultivation.

The beauty industry and the health care industry are born with "origins". From the health point of view, beautiful skin also needs to take in seven nutrients (carbohydrate, protein, vitamins, minerals, fat, cellulose and water). Only by combining internal adjustment with external protection can we achieve truly lasting beauty. Oral health care products that can regulate the internal balance of the body are closely related to the beauty industry.

The trend of modern beauty has begun to pay attention to the overall shaping of women who participate in beauty. When beauty develops to a certain extent, it will naturally turn its attention to health care products. Foreign countries have begun to study the use of herbal nutrition to regulate the skin. Therefore, the combination of beauty and health care is the inevitable development of beauty industry.

Functional nutritious food is available in beauty salons.

A few years ago, when it comes to freckle removal, whitening and acne removal, many people first thought of going to a beauty salon for care. It is recommended that customers use internal medicine and health care products for conditioning, and most of them will not understand. "Why do you want to take medicine when you are in good health?" This is the general psychology of beauty consumers a few years ago. No one will understand if you recommend to customers to go to a beauty salon to buy nutritional products.

However, now more consumers have clearly realized that "only internal health can have a long-term beautiful appearance". The concept of beauty has also risen from ordinary skin care to the height of medical beauty and health care. Simple facial skin care can no longer meet the beauty needs. Consumers need beauty salons to give them beauty care from the inside out, which directly stimulates the birth of internal beauty health care products.

In the era of "service first". If end users buy such products in pharmacies, they will not get any services at the same time. With the improvement and enrichment of beauty salons' functions, people with nutritionist qualifications are stationed in beauty salons. Beauty salons recommend beauty nutrition products according to customers' physical condition, and provide corresponding beauty care services according to the taking cycle of beauty nutrition products, so that one-to-one targeted beauty care services will be demanded and accepted by more consumers, and customers can also get the same high-quality and convenient services in beauty salons.

Make use of functional nutritious food to enlarge beauty and health industry.

As a developing industry, the demand potential of beauty and health care products market is really attractive, but there are also some problems, such as low-level competition, false propaganda, counterfeit and shoddy products impacting the market and so on. There are many reasons for these problems.

The combination of beauty and health care has long been done by colleagues in many developed countries. The integration of the two industries can make the cake bigger and benefit the whole health industry. The use of high-tech, high-quality health care products will drive the perfect integration of the two industries.

Healthy and nutritious foods have been developed and popularized abroad for nearly 20 years, and the average annual sales of healthy and nutritious foods in the American market reached 200 billion US dollars. China has a population of more than 65.438+300 million, and nearly 300 million female consumers receive professional beauty care services in beauty salons. The market capacity is at least twice that of the United States. Nutritional health food has been more and more accepted by consumers!

Selling nutritious health food in beauty salons will be a major trend in the beauty industry, and it is an absolute trend! Please make sure of this! This is because: the beauty service that beauty salons are currently doing is to treat the symptoms rather than the root cause. Cosmetics act on the skin surface, but can't achieve the cosmetic effect by improving the internal physiological function of consumers. Therefore, although beauty salons have such high-quality cosmetics, they still can't effectively solve the skin and body problems of consumers. The average consumer will never go to the hospital to improve this by surgery or taking medicine. Therefore, it is necessary to serve consumers through beauty salons in a way that addresses both the symptoms and the root causes.

International medicine and food nutrition have proved that excellent nutritious health food is scientifically designed and produced by pure use of natural organisms and plant purification technology according to the principle of human physiological function. Therefore, high-quality nutritious health food can maintain and improve the physiological function of human body and promote human health in a long period of time. Nutritional health food has a certain effect on human health, and it can achieve twice the result with half the effort with professional beauty care in beauty salons.

Taking nutritious health food has become the lifestyle and fashion trend of successful women in China's first tier cities, just like dressing and eating. If you want to stay young and healthy forever, it is difficult to achieve this effect simply through cosmetics or long-term large-scale exercise, especially because the pace of urban life is tense and time is money, so it is unrealistic for most consumers to spend a lot of time on exercise. Therefore, taking nutritious and healthy food has become the first choice for these outstanding female consumers!

The business model of introducing nutrition and health products into beauty salons has the following advantages worthy of attention:

First, the introduction of nutritious health food into beauty salons has formed the differentiation of operating characteristics, broken the traditional beauty business model and market balance, and will arouse great concern and interest of consumers;

Second, the introduction of nutritious health food into beauty salons is equivalent to introducing new business items into the original operation, increasing new profit growth points, which is conducive to reducing the average operating cost of beauty salons and improving profitability;

Third, the combination of beauty and health care is the general trend of market development and consumption. With the development of the trend, beauty salons will gain the foundation of stable operation and sustainable profit in the traditional and fierce market competition, and can maximize the consolidation of the consumer team and improve the loyalty of consumers;

Conclusion: The services provided by beauty salons for major customers should be more targeted ―― the essence of beauty salons is the terminal of professional customers who need beauty care. All products are suitable for the beauty and health care needs of professional customers. The clients of beauty salons are mainly middle-aged women over 30 years old, and the deep consumption reason is to delay aging and maintain charm. However, the most important thing is to have good health care products. Because of their special position in the family, these women can quickly influence the whole family to use nutrients and double their performance.

Integrated operation scheme of beauty and health care

Beauty and health care are the future trends, and they are all developing vigorously now. The beauty industry developed earlier and is relatively mature, and individual beauty salons (terminals) are market resources. Before the integration, these resources were scattered, fragmented and fiercely competitive. According to our sampling survey of many beauty salons, none of the thousands of brands operated by beauty salons can account for 5% of the whole market! It is extremely disproportionate to the huge scale of total operating income exceeding 654.38+00 billion yuan and the number of beauty salons reaching 654.38+08 million. So many beauty salons lose 40%, break even 40% and make a profit 20%. Every year, new stores keep entering this market, while old stores keep going out. Authoritative data show that the average life span of a single store is only 1.9 years.

The market demand is great, but now the industry is loose and there are huge business opportunities here. Let's analyze it!

The management disadvantages of beauty salons now:

Among other factors, the key to this result lies in the following aspects:

Disadvantage 1: vendor support (vendor support is confidential and there is no time to support it)

Almost all beauty salons buy a certain amount of products for the first time to obtain franchise rights. In essence, they position beauty salons as disguised consumers rather than partners, and only transfer products from the warehouses of manufacturers or agents to beauty salons. Manufacturers can't have so many people to support every store. Beauty salons are under too much pressure, too much pressure. Bosses and beauticians ignore customers' needs and vigorously promote products, and customers hate losses.

Disadvantage 2: product selection (quality, structure) will choose to launch new products driven by the pursuit of profit maximization. At present, there are too many small cosmetics companies, and the product quality is not guaranteed. Also, a very realistic problem is that every time a new product is launched, it needs to be promoted, and the regular customers in the store have not changed much. This is a great risk: customers are disgusted and lost.

Disadvantages 3: beautician retention (brain drain), technician employees' loyalty to the boss is reduced, and they are easily driven by interests, losing control of beauticians, and the retention rate of beauticians is very low, even developing into competitors and losing customers!

Disadvantage 4: Technical problems (root causes) are becoming more and more serious today. Without good technician service, customers will be lost quickly!

Disadvantage 5: Cost problem (large rental investment, beautician's salary) The single store rent is very high, and it is rising every year! The salary of beauty technicians is rising every year! It's all the boss's responsibility. It's very stressful!

Disadvantage 6: the problem of expanding customers, the traditional expansion plan is basically like this, customers know to push products as soon as they engage in activities. (Active customers are disgusted,)

Disadvantage 7: customer retention problem, customers are not educated (rarely guide customers to the correct concept of beauty and health)!

Disadvantage 8: single store risk problem,

Summary: a large number of customers are lost because of product quality, technician level, boss's quick success and instant benefit, technician loss and so on. All these disadvantages exist in many beauty shops to varying degrees, and some shops have complications.

solve problems

If an excellent platform is built and resources are effectively integrated by an effective means, the market structure will change greatly, and the rules of the game and the profit system will be revised in new ways.

A very simple example. Assuming that there are 100 terminal beauty salons on this comprehensive platform, the monthly sales on this platform can reach about 5 million yuan based on the monthly turnover of 50,000 yuan for each beauty salon. When this platform reaches 1 0,000 terminal beauty salons, it can generate about 50 million yuan of sales on the platform every month, and the annual sales can reach more than 600 million yuan!

However, the terminal beauty salon with 65438+ 10 million is only one percent of the terminal resources that integrate this industry! An excellent platform produces the function of a reservoir, and market resources naturally and regularly flow to the reservoir under the action of gravity. When the scale of the platform is getting bigger and bigger, the function of this reservoir is getting stronger and stronger, and its market energy is not comparable to that of ordinary market forces!

Because of the innovation, richness and perfection of its marketing function, the platform created by the Beauty and Health Alliance with the strategy of resource integration will attract more people of insight and funds to join this team and become an influential lineup! It is of great significance to innovate the market position of beauty and health care industry and change the market structure!

Analysis of operation management mode

Operation mode must do the following:

1, effectively solving the problem of customer expansion in traditional beauty institutions;

2. Strong training ability;

3. Be able to find, retain and multiply talents.

4. Be able to maintain the intimacy and loyalty of customers;

5. A standardized customer service system can safeguard the interests of customers and consumers.

6. It can effectively improve and multiply profitability;

7. Reduce operating costs and form a win-win situation; Multiply the market, multiply the performance,

8. There must be top brands, high-quality product support and strong back-office support system.