Beauty and pedicure are basically similar to the concept of supermarket at home and belong to the level of daily consumption. Consumers are relatively clear about what they should consume and how to consume it. However, because TCM health care involves professional health and medical knowledge, most consumers lack this knowledge and need the guidance of professional TCM health care experts or technicians to make consumers more satisfied. In other words, in the field of TCM health care, experts know better than customers what kind of service customers should receive.
Traditional Chinese medicine is different from western medicine, health care products (from western nutrition), beauty and pedicure. In order to make consumers really satisfied with the effect of conditioning and maintenance, Chinese medicine health care service needs to implement five basic concepts, eight principles and six basic steps.
The product and service design of health pavilion should implement the five basic concepts of holism: the theory of health preservation of traditional Chinese medicine, with special emphasis on the coordination between man and natural environment and social environment, the rise and fall of internal gasification, and the coordination between psychology and physiology. People are not only natural people, but also social people. There are biological factors, social factors and psychological factors that affect health and disease, which is an objective fact that people have felt since ancient times. In diagnosis, Chinese medicine makes full use of the holographic nature of diagnosis and infers the cause from the overall reaction of the body. In the process of treatment and conditioning, Chinese medicine emphasizes the treatment of syndromes, which is a different treatment scheme for the difference of the overall reaction of the body in the process of disease. Accordingly, TCM treatment follows the principle of treating different syndromes with the same treatment.
Dialectical argument: Chinese medicine emphasizes that health care should be tailored to the time, place and person, and should be carried out according to the physique, sex and age of different seasons, regions and individuals, and the corresponding health care plan should be formulated.
Equality period: Chinese medicine believes that yin and yang are relatively balanced under normal physiological conditions. If one party is weak or the other party is overactive, the normal physiological function of the human body will be disordered and a pathological state will appear. Human health can not be separated from the purpose of coordinating and balancing Yin and Yang.
Treat the disease before going to work: There is an idea in Huangdi Neijing that saints can't treat the disease first, while another medical masterpiece, Qianjin Yaofang, also puts forward that treating the disease before going to work, treating the disease, and treating the disease, which is consistent with modern medical prevention, physical and mental health care and preventive medicine.
Mobilize instinct (healthy qi): TCM health preservation is a health preservation method that fully mobilizes the human body's own potential (internal) and makes full use of external favorable factors (external) to achieve the balance and harmony of the whole body and mind. Traditional Chinese medicine believes that health is a self-stable ecological balance in which healthy qi exists and evil cannot be done. It refers to the self-care ability of human body, and evil refers to pathogenic factors. In terms of health, evil cannot interfere with the stable state maintained by destroying righteousness. Doctors treat diseases, that is, doctors are the standard, patients are the foundation, specimens are the same, and evil is service. Evil spirits are only taken away and will not disappear. That is to say, by adjusting the balance of yin and yang in the human body, doctors can make the resistance of the human body relatively balanced with the force of pathogenic factors, thus achieving the goal of health.
Second, jump out of health, do the overall positioning of health pavilion, and make it a generalized health club model.
Health center can not simply be positioned to meet the health needs of customers, because health care, as a relatively extravagant demand, needs to have a certain consumption power. These people are often social elites. According to Maslow's hierarchy of needs theory, they often have high-level needs at the same time, such as belonging and love, respect, self-realization and transcendence. If meeting the physiological needs takes up the time to meet the advanced needs, then customers are likely to give up coming to the club for health conditioning, which is why most social elites are often too busy to go to the health center for conditioning. More importantly, some of them are often busy and exhausted.
From the point of view of enterprise management, it is wrong to only meet customers' demand for products, and most health centers have made this mistake.
In order to meet the needs of customers, it is best for the health center to take care of customers' health needs (health), career development (money), learning and knowledge (wisdom), charity (love and face) and so on. That is, according to the comprehensive consideration of the above analysis, the health pavilion can succeed only if it meets the low-level and high-level needs of customers and fully meets the health care needs and unhealthy health care needs of customers. In this regard, many beauty salons often succeed by adding health care sections on the original basis. Then there is the success of the pedicure industry like Yoshiko.
Yihe Kangmei will consider meeting customers' comfort (leisure and relaxation) and business and social needs.
Other business operators often use the health pavilion as an auxiliary tool for other business operations, such as promoting corporate public relations. This kind of business thinking is also correct, and it is also a systematic business thinking that jumps out of health preservation. What is a generalized fitness club? Please refer to my book "General Health Preservation".
Third, don't rely on products for profit. The profit model of hospitals should be designed as pyramid profit model.
Problems such as lack of technical standards of TCM health care services, confusion of laws and regulations, and poor supervision by many people have led to a huge market for health care products and health care services, uneven quality, and the same technology and tricks. Qi Fei, an expert, is a liar.
Because the market is mixed, bad money drives out good money, which leads to low cognitive interest of customers. Therefore, even if the health care service is in place (that is, the operating cost is not low), the health care center can't receive high prices, or it can't compete with the low-end health care centers that fight price wars after reporting high prices. Most health centers that fail to operate are concerned about how to have their own characteristics in service (products) and technology. Many people have not yet reached the level of understanding of TCM health knowledge, so their rational judgment ability in this respect is far from enough. So try to differentiate in other aspects, not just in products or product concepts.
A well-run beauty salon often tells customers that the supporting products used in the service process are expensive, such as essential oil and cosmetics, and the expensive cosmetics have been recognized by consumers. Therefore, beauty salons with good profitability can often make profits through high-profit products. Traditional Chinese medicine products can't be like health care products or cosmetics for the time being, because brand interests have not been established.
Other aspects of differentiation, of course, its purpose is to enhance customers' cognitive interest, which requires choosing products or services with high cognitive interest according to the specific situation of health center customer base in order to achieve profitability.
Fourth, jumping out of a single store to do chain operation is the only way for the health pavilion brand to make profits.
It has been analyzed before, because the market is mixed, bad money drives out good money, which leads to low cognitive interest of customers. Therefore, even if the health care service is in place (that is, the operating cost is not low), the health care center can't receive high prices, or it can't compete with the low-end health care centers that fight price wars after reporting high prices. Because it is difficult to improve customer awareness in a short time, and it is also difficult to effectively reduce the operating costs of enterprises, a feasible way is not to take the operating performance of a single store as the standard of success. In fact, at present, enterprises with relatively good performance in the industry are doing well because of joining chains, and their profit logic is economies of scope and economies of scale.
Fifth, jump out of business and make effective use of commercial public welfare strategy and public welfare marketing model.
Six, not to attract investment, but to build system capabilities and help partners continue to succeed is king. Different from western medicine, Chinese medicine health care industry has a complete and perfect value chain, and it is often difficult to ensure that franchisees are as successful as themselves when attracting investment. Many health pavilion operators think that it can be easily done by injecting their own products and technologies, which turns out to be extremely wrong. The reasons for their failure are that health technicians can't keep up, product research and development can't be upgraded in time and effectively, the market can't be continuously cultivated, and management talents can't keep up with the expansion of business scale.
Therefore, only by focusing on the enterprise's ability to build a system, taking the partners as the same body of enterprise interests and partners for sustainable development, and really helping franchisees to succeed in sustainable operation is king. Specifically, we need to pay attention to four aspects: 1, and attach importance to the training and output of professional and technical personnel and management personnel, so as to ensure the success of franchisees.
2. Only by paying attention to the investment in product research and development can we ensure the subsequent sustainable development of franchisees and ensure the sustainable development of franchisees and your enterprises.
3. Only by paying attention to the continuous education and guidance of market demand and expanding the capacity of the industry can we ensure the continued success of franchisees.
4. Paying attention to the horizontal combination and vertical integration of industrial resources and optimizing the industrial ecological chain are conducive to expanding the industrial position. Therefore, good health care industry operators should pay attention to the overall development of the industry, actively integrate resources and improve the construction of the industrial chain.