I. Introduction of the Project
1, project name: XX Traditional Chinese Medicine Health Center
2. Project scale: The plot is located in the new urban area, with shops of about 200-300 square meters, smooth traffic, convenient parking and large-scale surrounding business atmosphere.
3. Project background: With the improvement of people's income level, people's desire to pursue health and longevity is enhanced, the pressure of life and work and the destruction of the environment lead to the deterioration of people's health status, which makes people's demand for health preservation increase year by year. Traditional Chinese medicine has the theory of "treating diseases before they occur", which is the theoretical basis of medical treatment-treating diseases that are not sick, treating diseases that want to get sick, and treating diseases that are already sick; Through physical therapy of traditional Chinese medicine, dredge meridians, mediate the balance of yin and yang, and build a health pavilion with Chinese medicine characteristics with the goal of preventing diseases. At present, there is no professional health pavilion, and the demand of tourists is enough to develop the first distinctive Chinese medicine health pavilion, seize the opportunity and take the lead.
4. Business philosophy: Chinese medicine characteristic health care center provides unique services such as massage, moxibustion, medicated bath, fumigation, health tea and medicinal liquor. , so as to realize all-round, targeted, quick-acting, pure natural therapy sub-health conditioning projects, meet people's health care needs, and highlight professional, branded and large-scale characteristic health centers.
Second, Chinese medicine health care projects
1, massage, massage, acupuncture;
2. Hanging moxibustion, moxibustion, cupping and scraping;
3, medicated bath, fumigation, foot bath;
4. Health tea and health products;
5. Medicinal oil and medicinal liquor;
6, female beauty and body weight loss;
7. TCM constitution differentiation, physical examination and consultation.
Third, the marketing of TCM health centers
1, market segmentation:
A) Bosses, white-collar workers, government officials and bank employees over a)30 years old.
B) The average income of women aged 25-55 is.
C) TCM health-preserving people and the elderly who pursue health and nature.
D) Sub-healthy people such as neck, shoulder, lumbocrural pain and hyperosteogeny.
2. Market positioning
Health center with Chinese medicine characteristics-serving customers with mid-range price, high-end service and professional level, designed as pyramid profit model. In other words, when designing a profit model, it is mainly divided into two parts to combine different products and services:
Some of them are non-characteristic and universal projects. As the bottom of the profit pyramid, most of these services are meager or unprofitable. For example, foot bath and massage are available in many health centers and can be consumed by ordinary people. Then the price of this part can not be set very high, which is acceptable to the general public, and it is more affordable than medical institutions and can enjoy a good environment.
The other part is very distinctive and competitive projects, such as medicated bath fumigation, moxibustion, health tea, medicinal liquor and so on. These products or services have the characteristics of traditional Chinese medicine, and customers should have a very high cognitive interest in them. As the top of the pyramid, they can sell at high prices, so there will be profits.
Generally speaking, the "pyramid" profit model is that there are both "profiteering" products and low-profit products, both high-end customers and low-end customers, which are treated separately to achieve the comprehensive profit of health centers.
3, environmental positioning
A) Overall style: The interior decoration is simple, elegant and fashionable, creating the best enjoyment in vision and mood. Full of Chinese style (Chinese medicine is the quintessence of China, and proper use of Chinese style can give people a comfortable and peaceful feeling, which is in line with the theme of health preservation). (Around the Chinese classical style, uniform clothing (the waiter's clothing can adopt Chinese style, such as cheongsam, Tang suit, Chinese tunic suit and so on. ) leaflets, service project names and many other aspects are fully set off)
B) Environmental promotion of the health center: as environmental promotion, it is mainly the internal and external environment. The external environment can attract customers into the store, and the title is eye-catching and easy to remember, reflecting the healthy elements of Chinese medicine style; The internal environment can stimulate customers' consumption and successfully retain customers. Classical and slow-paced light music makes customers feel relaxed and comfortable, plant essential oil is ignited, and the health pavilion is filled with an intoxicating fragrance of flowers and plants.
4. Promotion methods
1) advertising promotion
Network promotion: promote our stores and services in local forums, post bars and microblogs by writing soft articles, press releases and other forms, and establish popularity. Auxiliary mass-sending (use QQ mailbox, because QQ uses crowds and there are many people) for publicity. If possible, set up your own website of the health center and publish all kinds of information to help customers answer questions online.
2) door-to-door sales promotion
Because your customer base is mainly white-collar workers and bosses of some government agencies. Therefore, in addition to advertising marketing, but also with personnel marketing. Establish customer relationships. For government agencies and units, you can discuss with the unit whether you can buy a consumption card in the form of a welfare card. So if this channel is the most important, it is mainly through the relationship with customers to achieve online marketing.
3) Regular promotion
The favorable opportunity for product sales: during the promotion of new products and popular projects, member development and coupon distribution are carried out. Promotion of important festivals: New Year's Day, Spring Festival, Women's Day, Mother's Day, Teacher's Day, Mid-Autumn Festival and anniversary celebration. Hold preferential activities, develop members and issue discount coupons in these festivals.
4) Career promotion
A free TCM health school is often held twice or once a week. In its own shop, bosses, leaders, white-collar workers and sub-healthy people are invited to learn health knowledge. Develop your own customers. With the spread of news, the number of students will increase. The effect will be better.
Fourth, the management system
In order to achieve long-term development and long-term retention of customers to win a good reputation. This is inseparable from our internal management. We can even say that internal management is our lifeline. Therefore, it is necessary to establish a management system to achieve better economic benefits.
1, daily management system, attendance system
2. Reward system and health system
3. Workflow system and behavior etiquette system
4, professional operating procedures, professional terms of service
5. Conference system and training system
6, personnel management, financial system
Verb (abbreviation of verb) investment plan
The total investment plan of this project is10,000 yuan. It takes 1 year to form the scale and reputation, 2 years to make a profit and 3-4 years to recover the cost.
(A) the scale of investment
1, area: about 200-300m2.
2. Layout: There is a 1 consultation hall at the front desk.
There are 1 consulting rooms and reception rooms for Chinese medicine majors.
Professional health rooms: 5 rooms (2 rooms), 2 rooms (4 rooms), 2 luxurious single rooms and 2 fumigation medicine bathrooms.
There are 1 leisure tea rooms and product display areas.
There are two areas of specialization for women.
3. Personnel:
Principal: 1 person
Professional health technicians: 5-8 people.
Late stage of front desk fee management: 2 persons.
(2) Investment cost
1. Fine decoration of the house: 65,438+10,000 yuan.
2. Purchase of sanitary facilities, furniture and household appliances: 60,000 yuan.
3. Advertising, opening ceremony and public relations promotion: 30,000 yuan.
4. House rent: 30,000-50,000 yuan/year.
5. Personnel salary: 3000 yuan/month on average.
6. Health care consumables, employees' clothing, office supplies, water and electricity networks, etc. 20 thousand yuan/month.
(3) Benefit analysis
Divided into three stages:
After the opening of 1., the first stage is the investment period. We need to invest in advertising, so that friends who need TCM health care can have a one-year cognitive process about our characteristic TCM health care center.
2. The second period is the non-return period, during which members joined. The library began to operate normally, but the balance of income and expenditure was the best, which lasted for one year.
3. The third period is a stable period and a return period for members. During this period, members are stable, new members are constantly joining, and scattered customers will continue to flow; The income of health centers began to rise sharply. After the fourth year, the profit will increase by 30-40% every year.
The specific figures will be directly proportional to the funds, venues and facilities invested in museum construction, so I won't list them here.
Chinese medicine health care plan 2 I. Health culture
Traditional Chinese medicine health culture has a long history, and gradually formed a set of unique ideological principles in the historical accumulation, which fully embodies the heritage of China traditional culture. Huangdi Neijing, a classic work of traditional Chinese medicine, puts forward the viewpoint of "preventing diseases before they occur", which shows that people should pay attention to health preservation from the beginning of their lives, so as to prevent old age and prevent diseases before they happen. The Book of Changes says, "Never forget danger, never forget death." This dialectical philosophy, which emphasizes the transformation of contradictions and prevents gradual progress, is the essence of China's ancient philosophy and China's traditional Chinese medicine. Traditional Chinese medicine believes that yin and yang represent two opposite aspects of the human body respectively. Neijing says: "The origin of life lies in Yin and Yang", which shows that the law of human formation, growth and development cannot be separated from Yin and Yang. Under the normal physiological state of human body, the relative balance of yin and yang is maintained. 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, whether it is diet, psychological adjustment, self-exercise or drug action, can not be separated from the purpose of coordinating and balancing Yin and Yang. People's aging is either yin deficiency, yang deficiency or both yin and yang deficiency. Yin deficiency leads to hyperactivity of yang, yang deficiency leads to excess of yin, excess of yin leads to yang disease, and excess of yang leads to yin disease. Therefore, to prevent aging, it is important to reconcile Yin and Yang, make Yin and Pingyang secret and cure the spirit. This shows that the traditional culture of China pays attention to symmetry and emphasizes the philosophical basis of balance.
The holistic concept and the idea of syndrome differentiation and treatment are the characteristics and advantages of traditional Chinese medicine, which have also been well reflected in the health care methods of traditional Chinese medicine. Traditional Chinese medicine health care emphasizes that it should be tailored to the time, place and person, that is, it is necessary to formulate corresponding methods according to different seasons, regions, personal physique, gender and age. Man is a part of the universe and is closely related to everything in nature. People must know nature, adapt to nature, and adjust themselves according to the ups and downs of yin and yang, so as to achieve the goal of health and longevity. This fully embodies the principle and flexibility of traditional Chinese medicine, which can be summed up as "knowing what is common and changing". The theory of TCM health preservation emphasizes dialectical treatment. Distinguish the symptoms, analyze the causes, nature and development trend of the disease, determine the nature of the disease in combination with specific conditions, comprehensively formulate treatment principles, and implement treatment methods as a whole. This is the so-called dialectical treatment. Traditional Chinese medicine health preserving culture is a part of China culture, which highlights the essence of China traditional culture.
Second, the market analysis
In the past, beauty salons mostly focused on facial care and body massage, but now, Chinese medicine health and weight loss and body shaping therapy have occupied the main source of beauty salons' 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 20xx, the number of sub-healthy people in China was 5/kloc-0 and 83 million respectively. Beijing, Shanghai, Guangzhou, Shenzhen and other economically developed metropolises have become the forefront of health culture promotion, and health products have become hot-selling health, safety and green projects. According to statistics, the sales of health care products in China are increasing at the rate of 16% ~ 25% every year, which is obviously higher than the growth rate of 5% ~ 7% in developed countries. According to the calculation of domestic authoritative organizations, the total sales of health care products in China in 20xx reached 654.38+075 billion yuan! By analogy, with a conservative growth rate of 16%, it is estimated that the total consumption of domestic health care products in 20xx will be nearly10 billion yuan!
It can be seen that TCM health preservation is the inevitable trend of the development of health and beauty industry, and TCM health preservation will be popular all over the world.
Three. Project introduction
1, the purpose of the health pavilion
Create a pure Chinese medicine bee culture health club, tap the essence of Chinese medicine bee therapy health, and inherit and carry forward the traditional Chinese medicine culture and China traditional culture through the health club platform.
2, the characteristics of the health pavilion
The first health club in China, focusing on bee products and integrating many special health care projects. Integrate traditional Chinese medicine beauty and fitness, traditional Chinese medicine physical therapy and health care, and traditional Chinese medicine characteristic projects.
Adopt menu-based Chinese medicine health care project, all treatments are safe and natural, and all products adopt green bee products, without toxic and side effects.
Adopt the management mode of medical consultation and expert consultation, treat according to syndrome differentiation, and personalize the scheme.
Arrange TCM health courses every week, and hold customer tea parties and networking lectures. Support from the team of health experts of China Academy of Traditional Chinese Medicine.
The decoration style is classical, which can not only regulate the body, but also purify the soul and improve the taste and quality of life.
3, the concept of health pavilion
On the basis of carrying forward the ancient health-preserving culture of Taoism, Buddhism and Confucianism, inheriting the original meridian technology of Chinese medicine and combining the meridian cultivation of modern Chinese medicine, the essence of Taoist health-preserving advocating nature and returning to simplicity is applied to the whole health-preserving process, and the unique bee essential oil is used to dredge meridians, promote blood circulation and dredge fu organs, at the same time enhance the body's gasification function, nourish the three elements of the human body, regulate yin and yang, dredge meridians and activate bones and muscles.
Four. scope of business
Business scope of XX Health Center: bee products, Chinese medicine beauty, Chinese medicine health, Chinese medicine physical therapy and health care, Chinese medicine special projects, etc.
Bee products are products of bees, which can be divided into:
Honey, bee pollen, propolis and other bee extracts. ;
Secretions of bees, such as royal jelly, bee venom, beeswax, etc.
Deep processing products: bee series cosmetics, skin care products, essential oils, etc.
Verb (abbreviation of verb) item classification
1, honey products
2, Chinese medicine beauty
3, Chinese medicine health care (body), such as bee essential oil.
4, Chinese medicine physical therapy health care, such as beeswax
5. Special items of Chinese medicine, such as diet therapy.
Six, health pavilion location and target population
Site selection is the primary factor in the operation of service industry, as well as opening health centers and beauty salons. The correct positioning of the store is not only the premise of its success, but also the premise and foundation of realizing the standardization, simplification and specialization of chain operation. First of all, we should send professional site selection personnel to conduct a comprehensive on-the-spot business circle survey, and write a detailed investigation report according to the local actual situation, which can only be implemented after analysis and approval. According to the comparison of comprehensive data, choose two or three target rooms, write comprehensive investigation reports respectively, conduct technical analysis and evaluate the best business location. The four basic conditions for judging whether the business address is reasonable are:
The scale of the target customer group and strong consumption power.
Convenient road and traffic conditions
Rationality of shop area
The store has the conditions for long-term operation.
In the choice of the target business circle, the focus is whether the business circle conforms to the market positioning of the brand, the stability and maturity of the business circle, and its location objectives and methods can be summarized into two parts: business circle selection and data survey:
1. According to the market positioning of the fitness club to build a cultural route of TCM health preservation, the first choice target is determined to be a relatively concentrated and mature area in the middle and high-end residential areas of the city. These areas generally have beautiful environment, clean streets, convenient transportation, complete commercial services and no noise. This area is mostly concentrated in the white-collar and middle classes in cities. They are the backbone of consumers, and their consumption concept pursues brand value and spiritual enjoyment.
The data survey focuses on: consumer demand level, consumption habits, cultural taste and family status of customer groups.
Commercial and office intensive areas. In large and medium-sized cities, it is difficult to find a pure business office area, which is mostly a mixture of business, office and residence, aiming at lots where companies gather more and state organs and units are dense. Opening stores in these areas, the main consumers are office workers. Such consumers are generally relatively young people between the ages of 25 and 40, and this group of people should be the main target of opening a shop here. In layout design, we will consider adding business functions. This kind of customers will concentrate on consumption after work, and the proportion of public money consumption and business consumption is high. The focus of the data survey is: the number and types of companies and institutions, the proportion of female employees, income, consumption habits and traffic conditions within two kilometers of Fiona Fang around the target house.
2. Usually, every city has a downtown area where commerce, entertainment, culture and leisure are highly concentrated, with many shops and large population mobility. It is not suitable to run professional beauty slimming centers in big cities or megacities, but it is very suitable in small and medium-sized cities, because there may be only one or two such business districts in small cities, which is the only choice for people to shop for leisure. Choosing the target housing management of this kind of block will not only spread the brand awareness quickly in the whole city, but also have a large number of leisure consumers.
The focus of the data survey is to measure the flow of people in front of the target, the ratio of men to women and the age group, and the comprehensive situation of competitors.
Seven. Analysis of competitors (attached)
leave out
Eight. Business management after opening (attached)
Nine, personnel training and technical orientation (attached)
X. Investment cost budget
Project investment of the company:100-10.5 million yuan.
Cost recovery period: 3-6 months.
The investment funds are mainly in the company and training base, as follows:
1. Office rent (180-200m/m2): 5,000 yuan/month, 30,000 yuan/half a year.
2. Office equipment; 6. Investment in computers, printers, fax machines and telephones; 250 thousand
3. Training center, 30,000 sets of electronic equipment and related equipment.
4. Corporate culture construction of the company: 65,438+10,000 yuan.
5. Clothing badge 7000
6, project integration and promotion of 6.5438 million+.
7. The employee's salary is 3 months, 654.38+ 10,000.
8. Fees for industrial and commercial and tax registration: 8,000 yuan.
9. Consultant and information fee: 3,000 yuan.
10. Other expenses of the company: 10000 yuan.
(Water, electricity, management fees, business administration, taxes and fees, health expenses, working capital, etc.). )
1 1. The working capital is 80,000 yuan.
Total cost budget (start-up capital): 300,000-500,000 yuan.
Investment of health pavilion project: 500,000 yuan-1 10,000 yuan.
Cost recovery period: 3-6 months.
1. The fitness club is decorated with 300,000 yuan (air conditioning, etc. )
2. The store rent of the venue; 3000*4= 12000
3. Office supplies; 65,438+0 computers, 65,438+0,000 PS players, telephones and DVD speakers.
4. 35,000 products and projects were integrated.
5. Daily necessities and beds. Need 5000
6. Clothing badge 700
7. Activity Promotion Plan 5000
8. The employee's salary is 5000 yuan.
9. Monthly living water and electricity costs/1500
The total is about 6.5438+0 million.
XI。 profitability
The company's main sources of income are several:
1, agency fee (regional agency)
2. Initial cost
3. Management fee (joining)
4. Product cost
5. In-store turnover
There are several main sources of income for follow-up product technology companies:
6. Agency fee (regional agency)
7. Business license fee
8. Management fee (joining)
9, follow-up product technology licensing fees
10, cooperative stores and direct stores.
1 1, after-sales service
Twelve. Market risk prediction
1. The emergence of competitors is our main market risk.
When a project is found to have huge market space, it will inevitably attract competitors. In order to enable enterprises to survive and develop in the market, we must implement the "five unifications" management mode (namely, unified image design, unified publicity materials, unified membership card sales, unified marketing management and unified after-sales service) when launching fitness clubs, and establish our own brands. Improving service quality and accurately grasping market conditions are also ways to enhance competitiveness.
2, geographical restrictions, no customers coming to the door is the biggest risk in this industry. In order to avoid this risk, the following three methods can be adopted:
(1) Strictly check the site selection and require regional market research.
(2) Do a good job in publicity (such as distributing leaflets, buying gifts, introducing people, fraternity, etc.). ).
(3) The training and management of employees form an assembly line.
3. Service effect evaluation is a big risk in dealing with customer relationship.
To avoid this risk, we must gradually improve the technical level of employees and refine the responsibility relationship with customers in daily management. In terms of technical training, the professional teaching team of China Academy of Traditional Chinese Medicine specializing in TCM health research is the strong backing.
Thirteen. Project feasibility analysis
Mainly based on the pursuit of health, pay attention to scientific health care to provide traditional Chinese medicine fitness services, to sell brand-new health care methods and products of medical services as the goal, to create a collection:
1, physical health clinic
2. Health medicated diet
3. Healthy physical therapy
4, Chinese medicine beauty as one of the healthy environment, with the concept of sincerity and fashion to serve our customers.
The project is still in its infancy. At present, whether it is a bustling city or a quiet town, you can see different styles of health halls, health halls and pedicure halls. Although health centers, health centers and pedicure centers can be seen everywhere, many people are still extremely distressed, saying that it is difficult to find a place that is helpful for their health and longevity, and it is also difficult to find a technical health center that can really solve health care problems.
Because 97% of the health centers and pedicure centers developed in various places are foot baths and saunas, which are places for young people and middle-aged people to relax, and are not real health centers. The remaining 3% health centers are basically just a title put up by some companies to promote their products, and there is nothing substantial. These so-called health centers only care about how to promote products and other services, but don't know how to do health care and prolong life. Nine times out of ten, some health knowledge collected is hearsay, which is difficult to maintain health.
There is a great market demand for health care in China, but there are not many health care centers that can really meet the health care demand. "XX Health Pavilion" is to make a scientific health plan for everyone according to their physique.
Physical health and prevention is under the guidance of TCM theory, through reasonable psychological adjustment, diet adjustment, daily care and physical exercise, to improve physical fitness, enhance human body's adaptability to the environment, prevent diseases, pay attention to prevention before illness, prevent diseases and prevent sub-health, so as to achieve the purpose of health and longevity.
In view of the fact that most health lovers want to learn health care, and it is difficult to find a suitable method, XX Health Center has many related experts, including TCM health doctors, nutritionists, fitness teachers, psychologists and so on. , for you to develop personal health care treatment and conditioning plan.
Social demand analysis
With the continuous improvement of living standards, people's demand for health and quality of life is getting higher and higher, and green, healthy and safe health preservation projects fully meet people's pursuit of health and beauty.
Health is beauty, and bodybuilding is confident to bring health and beauty to everyone!
Low-cost investment, differentiated operation and all-round entrepreneurial guarantee
"XX Health Pavilion" project has been adhering to the belief of "building the first brand of health care in China". Make full use of the operation mode of mature market to copy XX health pavilion.
With advanced international chain operation mode, unique business philosophy, broad market share and green products and equipment, the project ensures the profit space of franchisees. With the reproducible marketing strategy and the whole store output mode, the strategic market positioning of XX health pavilion brand is determined.
"XX Health Pavilion" takes the inheritance of the Millennium health culture as its own responsibility, takes the principle of syndrome differentiation and treatment of traditional Chinese medicine as its principle, and makes every effort to develop the health platform industry and enterprises in the field of health care products, so that consumers can feel the highest state of original ecology, pollution-free and return to nature.
The company promotes product support, product marketing support, advertising support, and various terminal support to make you easily make money; National unified material distribution, unified market retail price, unified management, unified in-store decoration, unified advertising, unified image display wall, unified health care products display, perfect market protection and reasonable goods transfer system can truly make franchisees and fishway * * * develop together and win-win. The investment cost of the project is low: a one-time investment of about180,000 yuan can start the market and continue to make profits.
Differentiated operation of the market: the unique TCM health pavilion, the first original project with TCM characteristics in China, green natural health therapy, is committed to building a TCM pavilion that combines the pure TCM health culture in China with the traditional culture in China.