There is no need to be ashamed of beauty in the business case of beauty industry, so that you will be fascinated by him around you. Doing different programs will also get different results. Only by completing a certain quantitative change can we leap to qualitative change. Let's share the skills of American business cases! The following is the relevant introduction.
Entrepreneurship case of beauty industry 1
For a long time, the market of China beauty industry is not standardized, which leads to the low operating threshold of beauty salons, lack of management, disorderly competition in the industry, the beauty salons have not yet formed a scale, and the quality of employees is uneven, which makes it difficult for the whole industry to reach a certain height in society, maintain sustainable operation, expand scale operation, and make brands deeply rooted in the hearts of the people, and various problems emerge one after another.
On the surface, the beauty salon industry market is booming. Beauty "doctor", "master", "expert", "the first person in the world" and "the first person in the world" are all over the sky: there are countless "reputations" such as genetic beauty, biological beauty and nano-beauty: diet therapy, vinegar therapy, hydrotherapy, hyperthermia and so on. This beauty salon industry, which is mixed and difficult to distinguish between good and bad, dazzles consumers.
But at present, there are many beauty accidents in the domestic beauty industry. Various beauty service organizations use and promote various beauty technologies, which are mixed with a certain amount of pseudoscience and fake and shoddy technical services. Various organizations and stores are doing their own thing and creating their own standards. For example, massage for a few minutes at a time, and some for dozens of minutes; A product, this store 100 yuan, another store can sell 1000 yuan. . . . . . Some lawless people have committed illegal acts that harm the interests of consumers, and even engaged in pornography, deception and other activities in the name of beauty. Many beauty salons carry out various medical beauty projects without relevant qualifications to earn higher profits than life beauty projects. Moreover, the relevant departments in quite a few places have not strictly examined and approved the medical beauty projects in beauty salons, and the beauty market is still chaotic.
First look at a beauty salon opening case and comments:
Entrepreneurial figure: Wu Xiangling, 34 years old, owner of beauty salon Keywords: quality+publicity Wu Xiangling opened a beauty salon in T-bridge in Wuchang several years ago. At first, business was good. In the past two years, more and more beauty salons have been opened around, and various promotional activities have also taken away many old customers. Wu Xiangling feels that her beauty salon is hard to survive like this. How to develop and stabilize customers is an urgent problem for Wu Xiangling. Guest: Hu Huifen, deputy general manager of Wuhan Beauty Culture Development Co., Ltd. and national senior beautician.
At present, there are more than 300 beauty institutions in Wu Hanyou, and more and more internationally renowned brands are also preparing to enter Wuhan, and the industry competition is becoming increasingly fierce. With the continuous improvement of women's quality of life, the development prospect of beauty industry will be better and better. However, most beauty shop owners say that business is getting harder and harder. They think there are too many shops, and they have to reduce their prices in order to increase the number of tourists. And you are healthy, I am healthy, and everyone is healthy, which not only reduces the price, but also reduces the quality. The beauty industry will eventually move towards the road of brand management, and product quality and excellent service can win customers.
The dynamic profit of the industry is considerable. The main profit of beauty salons comes from product sales and nursing services. Generally speaking, operators can get more than 40% profit from selling products, and about 30% profit from nursing services. At present, the beauty industry in Wuhan is developing to the community. Many high-end communities have incorporated beauty and leisure into their overall planning, and beauty is getting closer and closer to people's lives. Investors should consider site selection. Commercial entrepreneurs must rely on their characteristics to win gold in the beauty industry. Pet grooming is a very good emerging field with a large market space. Aromatherapy beauty is also a popular service for white-collar workers. On the one hand, there is no unified and standardized management system and method; on the other hand, there is overlapping and multi-head management in the beauty salon industry, which often involves departments such as industry and commerce, taxation, price, technical supervision, health, public security, special industries and fire protection. Even some street offices can directly supervise and punish beauty salons, resulting in a cross and random situation. The beauty salon industry has been developing by itself since the mid-1980s, and there is no unified management organization. Not only do industry practitioners have no sense of belonging, but it is also not conducive to the requirements of sustainable development of the industry. More importantly, some people who took away a fortune and tricked them into leaving provided an opportunity.
The beauty salon industry is a completely market-oriented industry and a completely open free market. All kinds of capital join beauty salons to seek value-added, which intensifies industry competition. The beauty salon industry has a fast metabolism, which is closely related to the understanding of operators. They often have no accurate positioning, are not good at integrating effective resources and have no long-term marketing strategy at all. In addition, the quality of employees is generally not very high, and it is impossible to form an elite team to provide real services to consumers. "The fishy eyes are mixed with the pearls" and "the good and the bad are mixed" are their true portrayal.
Mr. Yu Fei, a famous brand marketing expert, pointed out that beauty salon operators should comprehensively consider their own financial strength, geographical location, staffing and development goals, accurately locate and rationally arrange, and build a business model with their own characteristics and competitiveness. Beauty salons require greater development, and must constantly create new business models according to market conditions and consumer demand, so as to obtain the most suitable business model for beauty salons. In other words, "innovation" is the soul of the operation and development of beauty salons!
The price of the beauty market, including product price and service price, is directly oriented to consumers and is also the lifeline. However, the price of beauty products and services is still a roadblock for the industry to take off. High-quality products are the guarantee for the management and development of beauty salons! For a long time, the nonstandard use of products has been the biggest bottleneck restricting the operation and development of beauty salons. Whether the content of heavy metals exceeds the standard or whether the content of bacteria is too high directly affects the use effect of consumers and also affects beauty salons. Fame. The price difference of the same service content and products in different beauty salons can reach several times to dozens of times. However, when many manufacturers price their products, there is also an imbalance in the cost-profit ratio, and some profits are even as high as 80%. In addition, the product price has reached the final market, and the price is unreasonable. This opaque price system and circulation operation usually cause distrust in the market, thus gradually losing a large number of consumers.
Beauty salon operators should bravely walk out of the strange circle of traditional business philosophy, change traditional concepts and ideas, and constantly seek changes in combination with their own strength and actual situation. Strengthen sales and service! In addition to strengthening internal system management, we should also know how to make full use of and integrate external resources. The rise and prosperity of various beauty teaching and training institutions have changed the workshop-style talent training process of beauty salons in the past. A good example is that a large number of professionals have been sent to beauty salons through centralized, effective and large-scale training and education.
In recent years, many beauty practitioners have begun to consider breaking the routine and organically integrating services such as beauty salons, fitness, psychological consultation, image design, entertainment, shopping and catering in one place to complement each other. In a sense, this strategic adjustment has done a certain degree of renovation for the beauty and health care industry. On the one hand, it improves the service level of beauty salons, on the other hand, it weakens the disadvantages of the current beauty industry. When people enter such an atmosphere, their needs are different. Whether they come for shopping, entertainment or fitness, when choosing beauty care services, they will only think that this is the thoughtful service of the merchants. The all-round integrated management service strategy is a new bright spot in the beauty industry at present, and there is a broad space for further development and promotion.
Case 2 of beauty industry entrepreneurship So what is the process from beautician to being your own boss? How can we really realize our dreams?
From the questionnaire analysis, in the shops with medium and good profitability, the shopkeepers have basically engaged in the role of beauty consultants and store managers. In shops with good profitability, 9 1% shopkeepers have worked as store managers, while in shops with poor profitability, many of them are directly opened by beauticians. Our analysis shows that if a beautician wants to be a real boss, he must go through beautician-beauty consultant-store manager, which also reflects the necessary process for a beautician to become a successful store: skill level-communication ability-management ability.
Success is a reward for those who are prepared, and opportunity is a gift for those who are careful.
Skill level: At present, the skill certification of beauticians in China is a professional skill certification certificate issued by the Ministry of Labor, which is based on a unified beauty teaching material. These textbooks are all basic beauty knowledge, which lags far behind the development of beauty industry in technology and theory. Many beauticians really enter their jobs and suddenly find that what they have learned is far from practical application. This also confirms why 60% of people want to enter the beauty industry to open their own stores as bosses, while only about 30% want to be bosses after entering the beauty industry for one or two years. The reality is cruel. If you want to realize your boss's dream, you must learn more professional knowledge. In addition to participating in various studies of some product companies and companies, as a beautician, you must always read books on Chinese medicine. The development of beauty market is no longer limited to basic projects, and the application of medical care and biotechnology beauty is the mainstream of beauty industry. At the same time, you should have the habit of taking notes. On the other hand, with the popularity of the Internet, telephones, computers, WeChat and Weibo are used by more people. As a beautician, I personally suggest that you spare at least one hour every day to communicate horizontally with people in the industry and solve some problems in your work in time.
Successful people are always good at expressing and listening.
Communication skills: beauticians are often only practitioners, because they often do not have unique advantages in the process of communicating with customers, and their communication skills need to go beyond the product level. Communication is the simplest and most effective way to eliminate strangeness. In our questionnaire analysis, the communication ability determines the transaction rate, and the beauty consultant plays such a role. It can find customers' needs in short-term communication with customers, while the direct product communication between the beauty industry and customers is often at a high turnover rate. 77% of beauty consultants only account for one-third of the whole communication process, so what are the beauty consultants saying to customers in the other two-thirds of the time? The answer is "related topics", and it is difficult for many people to grasp related topics, products with open mouths and closed mouths. Below I have listed a vocabulary of related topics that can be communicated with customers, such as work, color, clothing, fashion, makeup, children, shopping, social focus ... It seems difficult, doesn't it? If you usually pay more attention to all kinds of information, it should be easy. Therefore, an excellent beauty consultant should have a wider range of knowledge, not only to understand the products in his mind, but also to be able to predict the results and feelings of customers after using them, and at the same time to increase customers' trust in products, shops and even individuals through related topics.
Beauticians often communicate with customers, often on products. Can only be regarded as a product commentator. Communication is skillful. It is suggested that beauticians pay attention to books on language expression and psychology.
Successful people should have enough control.
Management ability: beauticians only do it, beauty consultants do it, said. If you want to be a successful boss, you must also have management skills. 91% of profitable bosses have worked as store managers, which shows the importance of management ability to success. So let's see what the store manager is responsible for. We are divided into internal management and external management. Internal management includes personnel management, brand management, project management, financial management, product management, customer information management, background management, education and training management ... External management includes brand culture management, project management and customer relationship maintenance management ... all of which reflect the control of the whole store. This is also the reason why they are easy to succeed as their own bosses. This desire for demand management ability has also led them to be store managers in different stores. It seems that they are more mobile. In fact, they are seeking more management experience and experience the feeling of prospective shopkeepers. At the same time, they will also bring good management to the shop where they work, because they are executors who can learn and practice, because they are only one step away from the boss's dream.
Successful people always ask themselves why others are more successful than themselves.
If a beautician wants to realize his boss dream, the above process must be done. I want to emphasize one point and pay attention to it. Whether it is a beauty consultant or a store manager, after all, the investors in the store are not themselves, but only a job for them. Then there is another point worthy of everyone's attention for prospective stores, that is, risk pressure.
Risk pressure is often not considered too much by the clerk. As a shopkeeper, you must consider. At present, beauticians are mainly a process of learning and accumulation. For the store manager, if he is his own boss, he should consider the input-output ratio. Doing business will not be like growing wheat. Putting a seed will produce an ear of wheat. In addition to products and projects, there are also site selection, design and profit expectation cycles. The more practical experience, the less risk pressure.