Turn "Master" into a beautician
host language
After nearly 20 years' development, China's beauty and hairdressing service industry has rapidly developed into a sunrise industry that has begun to take shape. However, compared with the international beauty salon industry, the development speed of China's beauty salon industry is still lagging behind, especially the average cultural quality of practitioners is low, relatively conservative and closed, and they can't master the international advanced high-tech beauty knowledge and advanced beauty skills, so that most beauty salons in the Mainland are just "face shops". In the face of fierce and cruel market competition, the core of the beauty salon industry is to improve the quality of workers and transform the previous craftsman service technology into artistic and scientific comprehensive services.
The "beauty-seeking" culture, which originated in the 20th century, has played a great catalytic role in the present hairdressing education. Deng Yanfang, member of Beijing Beauty Salon Association, principal of Beijing Rongcheng Shitong Beauty Industry Management Training School, has been working for ten years. From operating beauty salons to operating beauty education, she has grasped the cultivation of professional talents and embarked on a new path in the cruel market competition. In this issue, we asked her to have a dialogue with Song Lina, president of Hong Kong International Beauticians Association and an expert in beauty education, on the talent transformation of China's beauty and hairdressing industry. —— Moderator: Wei Xu
guest
Deng Yanfang-female, from Beijing. Senior beautician, Hua Zheng Fruit and Vegetable Beauty Commissioner, member of Beijing Beauty Salon Association, president of Fang Xin Beauty Salon in Lai 'an, Beijing, and president of Beijing Rongcheng Shitong Beauty Industry Management Training School.
1983 engaged in financial work in Xiang Yan hotel; 1989 —— 1990 worked as an accountant in Beijing Overseas Chinese Building; 1992 transferred to Beijing hong kong and Macao center as senior financial supervisor and assistant accountant; 1994 resigned from the beauty industry; 1996 founded Fang Xin Beauty Salon in Laian, Beijing as the dean; In 2002, he founded Beijing Rongcheng Shitong Beauty Industry Management Training School as the principal, and now the school has been used as an internship base for beauticians. Mainly used as an English teaching material for beauty salons.
Song Lina (S. Lina), female, 1959 was born in Shanghai and now lives in Hong Kong. She has a doctor degree in beauty and is the chief beauty education expert. Currently, he is the President of China of the World Beauticians Association and the President of Hong Kong International (Registered) Beauticians Association. Champion of 43rd World Beauty and Makeup Competition, director of the Presidium of Asia and China Super Makeup and Hairstyle Century Classic.
The main honors are: the first Chinese to win the 1989 World Beauty and Makeup Competition (Greece), the chairman of the Presidium of previous Asian Beauty and Makeup Competition, and the Asian Chinese examiner of the professional beautician diploma examination of the Italian VIP Medical Beauty Research Association. 1994,95 presenter of professional makeup video of World Women's Congress,1994 the only beauty expert in the beauty industry interviewed by CCTV's "Son of the East", 196 the only beauty expert in the beauty industry interviewed by CCTV's "Women hold up half the sky".
The main academic contributions are as follows: 1992, published by Shanghai Jiao Tong University Press, is the editor-in-chief and planner of international cutting-edge beauty teaching materials and videos, and is one of the famous beauty experts in China who collate facial makeup teaching materials and videos. 1996 this book won the first prize of professional book appraisal and became the sales champion; 65438-0993 "Song Lina Modern Family Beauty Makeup" video was recorded and distributed by Beijing Broadcasting Institute, and served as a lecture professor and planner; 1994 was recorded and distributed by Beijing Broadcasting Institute, and 12, a large-scale teaching film edited by Song Lina, was published on 1995. At the end of 1996, it won the National Audio-visual Teaching Material Evaluation and Recording Excellence Award. 1995 was published by Shanghai Jiao Tong University Press, and the first and second episodes of Top Beauty in the World were edited by Song Lina.
Theme of this issue: talent transformation from craftsman to technician in beauty industry
More than 60% are toilets.
Moderator: According to incomplete statistics: 1985, there are 65438+ 10,000 beauty salons in China. By the year 2000, there were more than 654.38+200,000 beauty salons and more than 6 million employees. Its growth rate is much higher than that of the national economy, and its development potential and prospects are huge. However, in recent two years, due to the invasion of foreign beauty chain organizations and consumers' high brand belief, the beauty industry in China seems a little tired. President Deng, what do you think of the domestic beauty market?
Deng Yanfang: The beauty market in China is quite active, and there is a lot of room for development, but the foundation is weak and there is no orderly and standardized competition, so the quality of employees is generally low. I have been to some small and medium-sized beauty salons and patronized them as consumers, but more than 60% of them gave me the impression that they were face-washing shops. First, I washed your hair, and then I knocked on your back. The general price is around 15-20 yuan. Most of the beauticians in the shop are junior high school graduates. They have been trained by beauty training institutions for two to three months, obtained the certificate of primary or intermediate beautician, and then explored themselves in practice. Their beauty technology is limited to the basic knowledge of skin, the specific technology and operation process of beauty, but they know little about the basic knowledge and application technology of cosmetics, such as the composition, function and characteristics of cosmetics, and only have a simple understanding through product descriptions or user manuals. Therefore, the beautician is very weak in the correct collocation and use of cosmetics, the best combination, or the reasonable choice of cosmetics according to the skin characteristics of customers for effective beauty, which is one of the main reasons for the low beauty effect and even the complaints of customers. In addition, beauticians also lack the ability to understand customers' psychology and communicate with others, so their ability to publicize new products and guide customers' beauty consumption is low, which is not conducive to retaining customers and expanding customers.
Because the beauty market in China has not developed for a long time, the threshold of cosmetics production, sales and beauty salon management is not high, but the profit is high. Therefore, the current beauty market in China is extremely active, but the foundation is weak, especially the lack of high-quality professionals. China's entry into WTO has gradually upgraded the competition in the domestic beauty market to international competition. Therefore, strengthening the education and training of beauty cosmetics professionals, improving the quality of employees and cultivating high-quality professionals are the healthy development ways for enterprises entering the beauty cosmetics market.
The beauty industry needs to be standardized in terms of industry management, and there is a complete set of methods abroad. Japan promulgated the Beautician Law on 1956, which has been revised for more than 20 times. This law involves business standards, professional qualifications, training and teaching, examinations and many other aspects. And one of our management regulations involving the beauty and hairdressing industry died after ten years of brewing and revision.
Moderator: Ms. Song, what is the significant difference between the beauty industry in Hong Kong and the mainland?
Song Lina: Speaking of the difference between Hong Kong and the Mainland, the first is the difference in consumption. Beauty is a luxury consumption, and the proportion of mainland consumers spending on beauty is not proportional to that of Hong Kong people. The mainland has invested heavily in this area. Generally speaking, a white-collar woman in Hong Kong spends about 65,438+00% of her total income on beauty, while a white-collar woman in the Mainland accounts for 30%.
The second is the difference in the level of beauticians. The overall level of the mainland beauty industry is still in its infancy. I visited many places. If the beauty industry is compared to a pyramid, only 20% of beauticians really reach the international level. To put it mildly, 70%-80% of beauticians in the mainland are traditional apprentices, belonging to the craftsman type, rather than having received formal, systematic and modern education, and there is no unified threshold. Regionally, only a few big cities are technologically advanced. Part of the limitation of technology is also interfered by product quality. All kinds of cosmetics produced in China have complicated ingredients, and their quality can't meet international standards. There is a phenomenon that makes people think deeply. Often an international beauty product develops into a chain monopoly, which will have a great impact on the domestic beauty industry, because consumers do not buy that product for safety reasons. After all, no one wants to regard themselves as experimental fields, and the beauty industry has become passive and weak.
At present, the domestic beauty market has great potential, but if we want to enter this industry selectively, it is not difficult to see that many people enthusiastically take money to open stores because of the homogenization of competition and their ignorance of beauty, and the result is that they will close in less than a week.
As for how to improve the quality of the whole industry, I think this is a complicated problem. The government and trade associations should further standardize the whole industry, manage the external environment well, and have a unified entry threshold in scale. We can't call a beauty salon just for a few people. The most important thing is that I want to make the professional skill appraisal grade standard of beauticians like other industries, which is a source and the fundamental way to improve the beauty level.
Technicians should be artists.
Moderator: Professional skills training (or hairdressing education) is one of the pillars of the hairdressing industry. The beautician's development from a craftsman in the past to a scientific and artistic talent now is inseparable from education. President Deng, would you please talk about your understanding of the talent training process in the beauty industry with your personal experience?
Deng Yanfang: In people's traditional concept, vocational skills training is nothing more than "master taking apprentice" and "learning technology", and it is rarely regarded as education. Therefore, it is random, short-term behavior and lack of systematicness. Take the beauty salon as an example. Many people used to think that going it alone was the most appropriate behavior. As long as they "learn some skills from the master, they can operate independently." In fact, this is a big misunderstanding.
My persistent enthusiasm for the cultivation of beauty talents stems from my experience in the beauty industry for more than ten years. Actually, that's not what I did at first. Became a monk halfway. At first, I worked as a financial officer in a hotel. Later, I found that my personality was not suitable for financial work. I read my account for eight hours a day, which is very boring. There is always something jumping in my bones, so I re-examine myself and feel that I am working purely for that salary, and there is no room for creation and play. Finally, at 1994, after I resigned, I turned my attention to the beauty salon industry because of my natural love for beauty. The first step is to study. If you want to be a boss, you have to know for yourself. So I went to a large beauty training institution in Beijing, and later I studied fruit and vegetable beauty with Dr. Hua Zheng. Step two, prepare to open a shop. I invested hundreds of thousands of savings and really entered the ranks of beauty salons. I position the store in the middle range, so that ordinary people can afford it, and white-collar workers will not feel undignified. Business covers beauty, hairdressing, skin care and so on. On the basis of this beauty salon, I opened a beauty consulting company. Why do you want to open such a company? I think there are many employees in the beauty industry, but they are not taken seriously. The quality of employees in the whole beauty industry is very low, and sometimes it is a kind of helplessness. For example, most of the employees I contact are primary school graduates and junior high school graduates, and few are from high school. They only have some practical experience, and they will become proficient in touching their faces over time, but they are empty in theory and have no details. They always say to customers, "How do you feel?" Do you have any requirements? do you have your visiting card？ "In the face of some questions from customers, it is also difficult for them to give correct answers. For example, whenever customers ask why they use this flour oil? They often tell people that in order to moisturize their skin, they only know this and don't know why. The boss is also puzzled by such a group of employees.
The second pillar of China's beauty and hairdressing industry is professional skills training. With the continuous progress of society and the further opening of the market, more and higher requirements are put forward for employees in the beauty salon industry. For example, our beauty salon often has some foreign guests visiting, and I can handle it with my little English level, such as "Do you want to wash your hair?" You can also welcome in and send out. Once I'm not in the store, employees can't even communicate with guests in the simplest way. To this end, I specially compiled a book "Professional English in Beauty Salons" and also produced a tape. I also have a point that we should start training with our boss. The process of setting up a beauty consulting company is actually the process from running a beauty salon to being a beauty salon owner.
Because they just started to set foot in the beauty industry, some qualitative changes have taken place in the practitioners of the beauty industry. At the beginning, the customer's consumption concept was not so mature now. Taking Mei Wen as an example, it experienced a process from eyebrow embroidery-Mei Wen-eyebrow rubbing-eyebrow sticking-eyebrow planting. In the past, Mei Wen was equivalent to text, and it was black. Later, with the maturity of customers' consumption concept, people advocate natural beauty, which requires employees in the industry to keep charging, otherwise they will not keep up with the development of the times.
The beauty industry needs employees with different levels and different technical requirements, which requires the boss to train and use personnel scientifically and reasonably. I hired a manager first. I asked him to wear a suit and tie every day, and I gave every customer a smiling face and a greeting. In my opinion, it is enough for him to do these daily management, and it is impossible to ask him to be both a store manager and a beautician. Later, I promoted a beautician who had been with me for eight years. I thought I couldn't let her stay with me all my life, so I gave her some opportunities to teach her management and let her write a work report. I think it is also a happy thing to train talents. Generally, employees in beauty salons move very fast, but our company generally "changes blood" once every two or three years on average. Most of the employees who came out of our store became bosses themselves. I'm glad to see that.
How to train employees depends on the conditions of each beauty salon. Generally, there are several kinds: sending them out for study, some large-scale demonstrations and so on. , let employees actively participate. There is also a product agent. When I enter your product, you should train my employees in skills, such as some avant-garde weight-loss instruments, and how to operate them. This kind of training is actually the after-sales service of dealers, and of course the daily management training of managers, which is no different from ordinary small and medium-sized enterprises.
Nowadays, many people turn their attention to beauty education, but few can really be called beauty consultants. Actually, I don't think a beauty consultant has to be a beauty master. Every beautician should be a customer's beauty consultant.
Beauty salon is not only a technology, but also a culture and a pursuit of beauty. Its employees are not only technicians but also artists. Therefore, in the face of fierce and cruel market competition, the core of the beauty salon industry to survive and develop from it is to improve the quality of workers and transform the previous craftsman service technology into artistic and scientific comprehensive services.
Song Lina: With the advent of the era of knowledge economy, talents have become the key to the survival and development of enterprises. This is especially true in the hairdressing and beauty education industry.
Cutting-edge beauty talents can live in strange goods.
Moderator: As far as we know, the prices of service items in beauty salons vary greatly, and the average beauty is about 100 yuan, but the so-called cutting-edge beauty services (such as SPA) cost 1000 to 2000 yuan. Sharp beauty is a new word in the beauty industry, and its clients are mostly white-collar workers. Quietly opened the consumption level of the beauty service industry, and at the same time, many cutting-edge beauty shops closed in less than a month. What does President Deng think of cutting-edge beauty?
Deng Yanfang: The cutting-edge beauty should be a good new thing. It is accompanied by our constantly improving material living standards. For operators, its profit is much higher than that of ordinary beauty projects. But why can't some of them develop? For example, I heard about aromatherapy SPA at 1996, but consumers didn't know it at that time. Some people think it is a new scam, a new thing to cheat money, and some people are the kind of people who follow the trend and watch others do it themselves. This is pure fashion. There are still some people who don't quite understand this cutting-edge beauty. They take a rose bath and listen to birds singing at the same time, charging more than RMB 1000. They think it's not as affordable as making masks. Just make their faces well, because only their faces are exposed. On the other hand, many people do cutting-edge beauty, some collect money, and some exaggerate their efficacy to deceive customers. Over time, this industry will die out. Generally speaking, cutting-edge beauty is a highly personalized technology, and there is still a lack of a promotion process.
To popularize it, it is necessary to cultivate a large number of cutting-edge talents who master cutting-edge beauty technology. Beauty education enterprises should gradually jump out of primary education, pay attention to cutting-edge beauty education selectively, and connect with the essence of social needs. Beauty salons pay more attention to the further training of employees, which can expose them to the new thing of cutting-edge beauty. I have two ideas: one is to hire cutting-edge beauty technicians directly from abroad, including after-sales service as part of technology introduction, and ask the manufacturers to make a commission; The second is to add some cutting-edge beauty content to the existing beauty courses. This is the need of enterprise development and market competition.
As long as a healthy competitive environment is created, I am optimistic about the development of cutting-edge beauty cosmetics in China. Why? On the one hand, in recent years, China's economy has developed rapidly, and consumer demand has been increasing and changing, which indicates a new market space for cutting-edge beauty cosmetics; On the other hand, after the promotion of this process, cutting-edge beauty will become a new fashion and new concept, which will be widely accepted by people and will partially replace the existing beauty salons in China.
Song Lina: A new beauty appears in the United States. As the name implies, cutting-edge beauty refers to a high-tech beauty concept with cutting-edge equipment as the core and cutting-edge technology and cutting-edge cosmetics as the means. For example, we often hear scraping health beauty therapy, ovarian maintenance therapy, intracranial ear candle purification therapy, energy stimulation therapy, aromatherapy back opening, facial contour rapid modification, pedicure, high-tech space body shaping, slimming, aromatherapy spa and so on all belong to cutting-edge beauty. These are all projects that ordinary beauty can't carry out.
The beauty and hairdressing education industry has shown a positive trend of vigorous development and even steady rise all over the world, but the cutting-edge beauty academic education in China has not yet started, and I am a precedent. Why do you want to do it? International cutting-edge beauty pays attention to personalized service and has high brand belief. After China's entry into WTO, foreign beauty and hairdressing education enterprises warn domestic education enterprises with various norms from time to time, and taking the lead in joining international standards will become the foundation of future professional education step by step.
Frontier beauty is a comprehensive subject. From junior college to undergraduate course, it is impossible without a systematic college. To make cutting-edge beauty truly become a discipline, it is necessary to implement academic education, which can not only become a golden key for cutting-edge beauty industry, but also a threshold for entry.
Moderator: Thank you both!
background
How to improve the educational level of beauty industry
In order to adapt to the development of the industry and train more beauty salon practitioners, beauty salon industry training schools have sprung up all over the country. Almost overnight, nearly ten thousand training schools of different sizes participated in the competition of market economy, and many excellent training schools played a positive role in promoting the education and development of beauty salon industry. At the same time, make hairdressing training a random business activity. To improve the level of vocational education, we should pay attention to the following aspects:
First of all, the teaching materials should keep up.
At present, there is no unified teaching material that can adapt to modern beauty and hairdressing education in China. In 1950s and 1960s, some top experts in China compiled some teaching materials. Although the content is comprehensive, with the development of the industry and the update of operation technology, the above textbooks can only be used as reference books. Modern new technologies, new products and new business ideas must adapt to the new teaching materials.
Second, the level of teachers needs to be improved.
At present, most vocational training schools only do what they can't express, or simply promote what they know they can't do among students to act as professional trainers. So, how to solve the problem of improving teachers' level? Although the labor department requires teachers of training institutions to hold certificates, what are their standards? Who will evaluate it? As long as you pay the money, you can apply for a certificate, which is also a drawback of our current system.
Third, set a reasonable training and education cycle.
Nowadays, most training schools are short, flat and fast. Due to the influence of the education level of the practitioners in the beauty salon industry, the acceptance ability is mixed, and it may be quite difficult to enter the industry in just one month. At present, the "short, flat and fast" training will make students feel at a loss after graduation, which is far from the requirements of the labor department and can not meet the standard requirements of junior workers at all.