Low prices undermine market competition;
Now, I believe most of my colleagues feel the same way. Intense low-price competition has seriously damaged the original rules of the game in the industry. This phenomenon is beneficial to consumers, but the quality of service, technology and product use is also compromised. This is well known and worthy of attention.
Hairdressing is a technical industry, and low-price competition devalues technology. Designers have become coolies and have no value. Therefore, the turnover rate of competent designers is high. Guests with spending power will naturally lose. Some people say that we win by quantity. In the case of similar hardware decoration, software service and technical level, it is no problem to reduce the price to increase the number of customers. Improve the language development ability of employees and "invite" guests into the store. Increase the number of customers, and the performance will definitely improve. Because with the increase in the number of customers, the overall performance will definitely improve. But now everyone is aware of this. The result will be ...
Your price is low, mine is lower than yours. Now we know that the lowest market price of ion ironing operation has reached 10 yuan. I don't know if it can be lower, but it will probably be given away for free in the end. You pull people on the road, I rob people in front of your shop, and if I can't, don't do it. Your excellent employees have been poached by my high salary and shares ... It is conceivable that low-price competition can only disrupt the normal development of the hairdressing market. In fact, there are many ways to stabilize customers and increase customers. We will share some suggestions later.
Improve service awareness:
The improvement of service consciousness is a good phenomenon. Because of the fierce competition in the industry, people all realize that no matter how good the hardware such as decoration equipment is and the service software is, the customers who come to the store for consultation are not only those who have been to the hair salon above 10. As long as they are not satisfied, they will not stay, and customers may not come back. But if they are not satisfied, they will definitely not come back. When it comes to service, many stores don't do it at all. What kind of service is the standard? There is no doubt that the performance of service lies in the service process, and the design of service process is the basis of service.
Technology learning fever:
Nowadays, many designers realize that the unit price of customers is low, too many customers can't make much money, the technology can't be improved, and the customer satisfaction will drop, which leads many designers to learn everywhere. I am a designer, so it is clear that what designers lack most now is solid basic skills, not fancy things. Now many designers have begun to realize the importance of the foundation and start to learn pragmatically. There are still many designers who are blindly pursuing art. Which designer can reach the artistic realm without a good foundation? How many people can realize the pursuit of art and forget our present position, even if we reach the realm of art? It is estimated that artists can't wait until the world knows how to appreciate it. Many artists in history have witnessed it. I respect art very much and don't want it to be defiled. I don't want designers to become artists who have been down and out all their lives. It takes money to pursue a higher artistic level, so our primary purpose is to make money, but the ion ironing fee is charged 10 yuan. Is there any money left?
In recent years, influenced by European and American fashion trends, many designers now only like to cut straight lines. Where they can design perms, they can only make weird colors, and where they can make colors suitable for guests' consumption, they will only blindly pursue distant art. They forget that the skull, hair quality, hairiness and hair color of the orientals are completely different from those of the westerners. How can they create consumption without perming, dyeing and changing? If you can't create higher consumption, you can't increase your income, let alone art.
Operators must warn designers around them that they can create high-performance hairstyles, which is the embodiment of their own value. A good haircut, a bad perm, a bad dye, and a lifetime of poverty. Therefore, we must pay attention to choosing a good hairstyle orientation when studying, and don't always think that foreign countries are good and blindly pursue them.
The improvement of team learning ability;
In recent years, we can see that a better scene in the industry is team learning. The Fifth Discipline, written by Dr. Peter Shengji of Si Long School of Management at Massachusetts Institute of Technology, has helped the operators to a great extent. Facts have proved that the most competitive team in 2 1 century is a learning organization, and organizing team learning is an obstacle that is difficult to break through. Many operators simply don't understand why employees should study together, let alone accept the loss of business performance caused by team learning.
People are difficult to manage because people have different mental models, and they are not United because the team does not have the same vision. Poor performance is due to the imperfect enterprise system, unreasonable incentive system, the inability of individuals to surpass themselves and the lack of healthy competition after team learning. Poor management is a lack of systematic thinking, and the fundamental problem needs team learning to solve. Without team learning, there is no team cooperation. Without a healthy sense of competition, there will be no development. Many operators and managers have learned many professional management courses, with little effect. The fundamental reason is poor execution, employees don't know how to cooperate, bureaucratic management can't adapt to modern people's mental model, and high-pressure management enhances employees' rebellious psychology, so it is difficult to achieve ideal results.
Many operators don't think systematically and don't know what they lack. I am afraid that employees will not obey, so I have established many punishment systems. The system has been perfected, and the performance has not improved, but the most terrible high-pressure management has been formed. I'm always afraid of employee turnover, but employee turnover is more serious. I am always afraid that guests will not come, but there are fewer and fewer guests, and I am always afraid that the price will be lower and lower. I am afraid that others will surpass me, but I don't know how to improve myself.
The most important thing in team learning is not technology, but to change the mental model, build a consistent vision beyond self, improve the language expression ability of employees, and improve the development ability and service quality of dyeing and perm. But technology is fundamental, and the boss is most afraid that employees will stumble after learning. If the technology is improved, employees can't manage it, or even leave after learning the technology. Therefore, technical learning should choose good teachers, not pure schools, but also pay attention to team learning, so that there will be comparison between employees, competition and communication, which can improve learning effect, strengthen healthy competition among employees, promote development and prevent brain drain.
Increased investment cost:
In the future, with the development of economy, the real estate fever will face rising rents, which will also cause great cost burden to hair salon operators. In the past, hair salons paid attention to performance and profit, but often ignored the calculation of return on investment, and did not consider how much to invest and how much to recycle. Regardless of the size of the store, everyone is talking about performance. Everyone cares about how much money they earn and never counts how much they invest. At present, the competition in the hairdressing industry is becoming increasingly fierce, and the cost of decoration and training for employees is increasing, and the income of employees is increasing. As the cost increases, it becomes more difficult to recover the risk. So, please pay attention again. When operating, we should consider the return on investment. Don't just focus on performance. There are many people in the market who have made millions of achievements but are still losing money. The ideal thing is to recover small investment, not big investment. Reducing investment cost is the inevitable trend of hair salon management in the future. In recent years, due to fierce competition, everyone has come up with different tricks in decoration. It is not uncommon to open a store with an investment of tens of millions, but now.
The consumption of hair salons is mainly a kind of perceptual consumption. The quality of decoration is sometimes not determined by materials, but the creation of the atmosphere in the store is the most important. The factors that attract guests to the store are often the feeling, technology and other software conditions in the store, rather than various hardware devices. Employees are the biggest cost and the biggest resource. Many times, operators would rather let employees practice and study with guests than invest money for employees to study. They won't go to work until their studies reach the standard. Nowadays, it is more and more difficult for guests to enter the store. Can employees throw away guests at will? Waiting for employees in the store is the biggest cost loss, and a well-trained team can be better in service and technology and stabilize customers.
Employees in the store should take the worst as the standard, because the bucket philosophy tells us that the amount of water in a bucket depends on the shortest wooden board, because what we want is to improve the average consumption of each customer, and well-trained employees will become the best resources, so it is obvious to create the best effect with limited cost.
Changes in employee education methods;
The traditional hair salon practice is that the boss is responsible for the education in the hair salon, and the boss personally teaches the care of washing, shearing and perm. In the past, due to the mentoring relationship, the number of students was small, and the teaching could be accurate and professional. However, at present, the number of employees has increased and the needs of employees have diversified. If the boss takes care of all the teaching content alone, it will lead to the overload of operation. Moreover, in the past, because there were only a few apprentices and guests in the traditional hair salon, all the service processes of the project were basically arranged by one person. So designers are experts in everything, but now hair salons are completely different, and each project adopts a hierarchical and responsible way, which leads to the unprofessional skills of designers in recent years. Designers are only responsible for hair design, hairdressers are responsible for dyeing hair, and students are responsible for shampooing. Here, it is recommended that operators go out to improve their academic qualifications. Employees in the store should be educated at different levels. The boss will teach the designer, the designer will teach the barber, the barber will teach the assistant, and the assistant will teach the students. This not only lightens the burden on the boss, but also fully considers the educational needs of all employees and increases their learning ability and cohesion. A team without learning ability will be passive and lax and difficult to manage.
Changes in manpower structure:
The traditional hair salon is very simple. Mentors and apprentices often teach each other, with no more than four or five apprentices. However, the current staffing of hair salons is not the case. Besides designers, there are hairdressers, hair dryers, assistants, etc. The expansion of the establishment will bring many problems, and the burden on operators will increase accordingly. In recent years, the lottery system has become somewhat unreasonable. For example, a designer can't do 30,000 to 50,000 yuan a month at most without the assistance of an assistant, but with the help of an assistant, his performance can reach hundreds of thousands. On the surface, it seems that both the boss and the designer are profitable. But in fact, the higher the performance, the higher the boss's input cost to the assistant, which is not cost-effective. However, designers don't have to bear these expenses at all.
If you want to reduce investment costs and transfer profits to operators, the only way is to minimize the number of assistants. And because it is difficult to hire assistants now, the number of assistants will begin to decrease, and the future development trend will be like a beauty salon. It will evolve into a personal service system. Taking care of all the service processes by one person will improve the service quality and reduce the cost. At the same time, it will reduce the management difficulty and reduce the number of assistants. There will be no so-called red card designer, which has always been a headache for the boss. Because the performance of the red card designer is too high.
The arrival of the marketing era:
In the past, hair salons used spider commercial law in marketing, that is, like spiders, they first cast a large net and sat in the store quietly waiting for customers to come to their doors. When they come to the door, they may be in the wrong position and will be scared away by the prey. In the past, because of the small customer base, hair salons could still do well even if they adopted passive marketing. Nowadays, hair salons have been established. They have already exceeded the market demand and their customers have been dispersed. If we continue to operate passively, we will only sit still. As a result of natural elimination, some hair salons with poor management system, poor management, low personnel quality and poor technical conditions will be expelled from the competition.
If you don't want to be eliminated, you must change your marketing strategy, from passive spider commercial law to active bee commercial law. Bee business law refers to trying to collect honey like bees, rather than waiting passively and trying to win customers by taking the initiative. From the past, guests can control when they enter the door, and uncontrollable becomes controllable. As for how to take the initiative, it involves SP marketing strategy, which will be explained in detail in the next unit.
At present, the bee commercial law adopted in the market is somewhat distorted, which disturbs the normal competition and has a great negative impact on customers and peers. More importantly, SP has formed vicious low-price competition, which is definitely not what we need. Please pay attention to our detailed analysis in the following unit.
The finance department is in chaos.
Because there was no formal financial system before the hair salon, the figures were confusing. Because the figures are unclear, the hair salon is in chaos. However, the lack of accountants has always been a headache for hair salon owners. The main reason why the hair salon can't hire an accountant is that the working hours are too long and the salary is not high, so no one wants to do it. Many hair salons have to be accountants themselves, but with the advent of the era of scientific and technological consultation, computer equipment can completely replace the tedious work of accounting. From customer data management, inventory management, membership management, personnel management, cashier management, etc. Using computers can not only save manpower, but also save costs. Therefore, it is suggested that bosses who can't get an accountant use computers instead of accounting functions. Assist in dealing with all kinds of tedious things. In this way, the financial process is clear and the management of things becomes simple.
Staff turnover is serious.
A big problem in hair salons now is that talents are difficult to recruit, manage and cultivate. They have been trained for a long time, and when they see that they can create value, they will lose it, so many people want to detain their money. If you don't teach, learn and spend money, you won't leave here easily, but it is precisely because you have nothing to learn and no money to earn that you are prone to brain drain. Because everyone goes to the hair salon with the ultimate goal of learning and making money. When you can't satisfy your wishes, you will have an escape. Everyone wants to have their own stage to show their self-worth. Capable people often develop the structure in time, leading to brain drain. We will have a detailed analysis of selecting talents, cultivating talents and retaining talents in the later units, so I won't talk about it here.
The influence of school education development
In the past, the hairdressing industry was called a technology industry, but in fact it should be called a skill industry instead of a technology industry. This is mainly because the traditional technology has no theoretical basis, and most of them are explored by themselves. This localized steelmaking method is completely different from the practice of paying attention to theoretical basic education abroad. If domestic hairdressing technology wants to occupy a place in the world, it must make a breakthrough in theory, establish a set of technical theory more suitable for China people, and avoid designers from taking detours.
But because the domestic hairdressing industry has always paid attention to technology rather than theory? Hairdressing schools used to be taught by old masters. However, with the establishment of the education system, hairdressing students now have a considerable theoretical basis, even surpassing experienced designers in the field, which leads to the situation that designers can't control assistants, and the traditional mentoring system is naturally not applicable. In addition, better economic development conditions also make young people reluctant to invest time in studying art. If money can be exchanged for time, they would rather spend a lot of money to study in hairdressing schools and become designers after graduation, instead of going through a long period of time. This is also the reason why hair salons are increasingly short of manpower. In order to meet the needs of the market, the development of school education is an inevitable trend. So now hairdressing schools have reached a peak, but with the market leading, those schools with poor technical and theoretical knowledge and poor teachers will be gradually eliminated.
Technology should combine theory with practice, which is the only way for the hairdressing industry in the future, and only in this way can it meet the increasingly demanding consumer demand. Therefore, in addition to technology, consumers want you to tell them why, and these are not just theoretical basis. You also need strong practical experience, so when choosing a school, you can't just listen to fame, but also look at the teachers who teach. A good school is not necessarily a good teacher. Many school teachers themselves are not qualified. Excellent teachers teach and educate people, give people a future, and vice versa. In the future, there will be two parallel situations of apprenticeship and school education in hairdressing education, but in Japan, hairdressing needs to pass the exam first. Designers are all formally educated, which shows that the more advanced countries pay more attention to the formal training of theoretical education. As the saying goes, it takes ten years to plant trees and a hundred years to cultivate people.
In the past, everyone regarded technology as a treasure, but gradually in the future, technology will be transformed into theoretical professional knowledge, and then professional knowledge will be transformed into common sense, and even consumers will learn about hairdressing. With the development of electronic technology and the advent of the Internet era, this has become a reality. It is an inevitable trend to do it at home because the trade union will become more and more expensive in the future. In Japan, the production of Japanese hairdressing products is very developed, and most people care for their hair at home instead of going to the hair salon. Now the competition is the ability to learn, and the application is faster, otherwise it will be surpassed in the blink of an eye. Big waves will retreat if they don't advance. Now, if you advance slowly, you will retreat.