The decline in people's health caused by the destruction of the environment has made the demand for health and wellness increase year by year. So it is a good choice to open a health care center.
I. Project Introduction
1, Project Name: XX Traditional Chinese Medicine Health Hall
2, Project Scale: Site selection in the new city, 200-300 square meters of stores, smooth traffic, convenient parking, the surrounding business atmosphere of the environmental scale.
3, the background of the project: with the improvement of people's income level, people's pursuit of health and longevity of the desire to enhance, coupled with the life and work of the pressure to increase the environmental damage caused by the decline in people's health, so that people's demand for health and wellness increased year by year. And Chinese medicine health care has "on the work of the cure" said, on the medical ---- medical disease disease, Chinese medicine ---- medical desire disease disease, under the medical ---- medical has been the disease of the disease of the theoretical basis; through traditional Chinese medicine physiotherapy, meridian dredging, mediation of the body's balance of yin and yang based on the purpose of curing the disease to create a Chinese medicine characteristics of the health museum. And there is not yet a professional and technical health museum, as well as ** the demand for tourist traffic, enough to carry out the first Chinese medicine health museum with characteristics, seize the opportunity to take the lead.
4, business philosophy: Chinese medicine characteristics of health museum through a unique massage, moxibustion, medicinal bath, fumigation, health tea, medicinal wine and other health project services, to achieve a full range of, targeted, fast-acting, purely natural therapeutic sub-health conditioning project to meet the needs of people's health care, highlighting professionalism, branding, and the scale of the characteristics of the health museum.
Second, the Chinese medicine health project
1, massage, massage, acupuncture;
2, hanging moxibustion, moxibustion, cupping, gua sha;
3, medicinal baths, fumigation, foot bath;
4, health tea, health care;
5, medicinal oil, medicinal wine;
6, Women's beauty body weight loss;
7, Chinese medicine body dialectic, physical examination, consultation.
Third, the Chinese medicine health museum marketing
1, the market segmentation:
a) more than thirty years of age, bosses, white-collar workers, government people, bank staff and so on.
b)Women aged 25-55 with above middle income.
c)People who pursue healthy and natural Chinese medicine and health care, and the elderly.
d)Sub-healthy people who suffer from neck, shoulder, waist and leg pain, osteoporosis, and so on.
2, market positioning
Chinese medicine characteristics of the health museum - with mid-range prices, high-end services, specialized level of service for guests, designed as a pyramid profit model. That is to say, in the profit model design, to combine different products and services, mainly divided into two parts:
A part of the project is not characterized by the universality of the project, they serve as the bottom part of the pyramid of profit, most of these services are micro-profit or non-profit, such as foot bath, massage is a lot of health museums have, but also the general public can consume, then this part of the price can not be set very high, the general public can accept, and more than the average price. The general public can accept, and more affordable than the medical institutions, and can enjoy a good environment.
Another part of the project is very distinctive and competitive, such as bath fumigation, moxibustion, health tea, medicinal wine, etc. This part of the product or service has the characteristics of traditional Chinese medicine, the customer's cognitive interest in them should be very high to be able to them as the top of the pyramid, can be sold at a very high price so that the profit is there.
In short, the "pyramid" profit model, that is, both "profiteering" products and micro-profit products, both high-end customers, but also take into account low-end customers, combined, treated separately, in order to achieve the health museum comprehensive profit.
3, environmental positioning
a) Overall style: interior decoration of simple and elegant fashion, to create the best visual, mental enjoyment. Overflowing rendering of Chinese style (Chinese medicine is China's national essence, the appropriate use of Chinese style can give people a feeling of comfort and tranquility, with the theme of health care is very appropriate) style. (Around the Chinese classical style, uniform clothing (waiter clothing can be used in the Chinese style, such as cheongsam, Tang, Zhongshan suit, etc.) leaflets, service project names and many other aspects to fully baked)
b) health museum environment promotion: as the environment promotion, mainly for the internal and external environment. External environment can attract customers into the store title eye-catching easy to remember, reflecting the elements of Chinese medicine style health; internal environment can stimulate customer consumption, and successfully retain customers. Classical, slow-paced light music-based, so that customers feel relaxed, comfortable, point of plant essential oils, so that the health museum is filled with an intoxicating aroma of flowers and plants.
4, promotional methods
1) advertising promotions
Internet promotions: through the writing of soft copy, press releases and other forms of local forums, posting, microblogging to promote the store and services, to establish visibility. Auxiliary mass mailing (using QQ mail, because QQ use crowd, people wide) for publicity. If conditions allow, establish your own health museum website, publish a variety of information to help customers online answer questions.
2) personnel door-to-door promotion
Because your customer base is mainly some of the authorities staff white-collar and boss. So in addition to advertising and marketing must be in conjunction with personnel marketing. To establish customer relations. For the organization can go to discuss with the unit can be in the form of welfare card to buy the consumer card. So if this channel sales is the most important, mainly through the relationship customers, to achieve net marketing.
3) Regular promotions
Full product sales favorable timing: new product launches promotions, popular projects to promote the period of membership development and discount coupon distribution. Important festival promotions: New Year's Day, Spring Festival, Women's Day, Mother's Day, Teacher's Day, Mid-Autumn Festival and anniversary celebrations. In these festivals, we hold promotional activities, membership development and distribution of discount coupons.
4) professional promotions
Often carry out a free school of Chinese medicine health, twice a week or once a week, the location of their own store, invite bosses, leaders, white-collar workers, subhealth over to learn about health and health knowledge. Development of their own customers. One to ten, ten to a hundred, students will be more and more. The effect will be better.
Fourth, the management system
To achieve long-term development, as well as long-term retention of customers to win a good reputation. With our internal management is inseparable. We can even say that internal management is our lifeline. Therefore, the need to establish business management system to achieve better economic efficiency.
1, daily management system, attendance system
2, incentive system, health system
3, workflow system, behavior and etiquette system
4, professional rules of operation, professional service terms
5, meeting system, training system
6, personnel management, financial system
< strong> V. Investment Plan
The total investment plan for this project is 10,000 yuan, through 1 year to form the scale and reputation, 2 years to reach profitability, 3-4 years to recover costs.
(a) investment scale
1, area: 200-300 square meters or so
2, layout: front desk guidance hall 1
Chinese medicine professional consultation room, reception room 1
Professional health room: (2 people) 5, (4 people) 2, luxury single room 2, fumigation medicine bathroom 2.
Leisure tea room and product display area 1 room
Women's professional area 2 rooms.
3, personnel:
General Manager: 1 person
Professional health technicians: 5-8 people
Front desk charge administrative late: 2 people
(B) investment costs
1, the house indoor decoration: 100,000 yuan
2, the purchase of health facilities and equipment, furniture and home appliances: 60,000 yuan
3, advertising, opening ceremonies, public relations and promotion: 30,000 yuan
4, housing rent: 30,000 to 50,000 yuan / year
5, staff wages: an average of 3,000 yuan per person / month
6, health care medical supplies, staff clothing, office supplies, water and electricity network, etc. 20,000 monthly / yuan.
(C) Benefit Analysis
In three phases:
1, after the establishment of the museum began to operate, the first phase of the input period. Need to invest in advertising, publicity, so that the need for Chinese medicine health care and health friends of our characteristics of Chinese medicine health museum has a cognitive process, the time is one year.
2, the second period for the non-return period, this period began to have members to join. The museum room began to run normally, but the income and expenditure can only break even at best, this period for one year.
3. The third period is the period of member stabilization and return. This period of stability of the members, and constantly new members to join, loose customers will continue to flow; the benefits of health museums began to rise dramatically. After the fourth year of the annual 30-40% increase in efficiency and profitability.
The specific figures will be proportional to the capital invested in the building, site, facilities, not listed here.
Chinese medicine health care business plan 2
First, health culture
Chinese medicine health culture has a long history, in the historical precipitation gradually formed a set of unique ideological principles, which fully reflects the background of traditional Chinese culture. The classical Chinese medical text "Huang Di Nei Jing" puts forward the idea of "not treating the disease, treating the disease before it occurs", which suggests that people should pay attention to their health from the beginning of their lives, so that they can take care of their health and prevent illnesses from occurring in the first place. The Zhouyi-Series of Words (周易-系辞下), says: "Don't forget danger in peace, and don't forget death in existence." This kind of dialectical philosophical thinking focusing on the transformation of contradictions and prevention is the essence of ancient Chinese philosophy and traditional Chinese medicine. According to TCM, yin and yang represent the opposite sides of the human body. The Internal Canon says, "The origin of life is in yin and yang," indicating that yin and yang are inseparable from the laws of human formation and growth and development. In the normal physiological state of the human body, to maintain the relative balance of yin and yang, if one side of the bias of decline, or one side of the bias of hyperactivity, will make the body's normal physiological function disorders, pathological state. The human body, whether it is diet, mental health, self-exercise, the role of drugs are inseparable from the purpose of coordinating and balancing yin and yang, human aging, or for the yin deficiency, or for the yang deficiency, or yin and yang are weak. Yin deficiency is hyperactive, Yang deficiency is Yin Sheng, Yin Sheng is Yang disease, Yang Sheng is Yin disease. Therefore, the prevention and treatment of aging, noble in the harmonization of yin and yang, so that yin and yang secret, the spirit is cured. This shows that traditional Chinese culture focuses on symmetry and emphasizes the philosophical roots of balance.
The holistic concept and the idea of diagnosis and treatment are the characteristics and strengths of Chinese medicine, which is also well reflected in the Chinese medicine approach to health care. Chinese medicine health care emphasizes the appropriateness of the time, place and person, that is, it is necessary to develop appropriate methods according to the time of the year, the region and the individual's physique, gender and age. Man is a part of the universe and has a close connection with all things in nature. He must recognize nature, conform to it and adapt to it, and at the same time, regulate the individual according to his yin and yang in full bloom and decline, so as to achieve the goal of a long and healthy life. This fully embodies the principle and flexibility of Chinese medicine, which is summarized as "knowing the changes". Chinese medicine theory of health care highlights dialectical treatment. Identifying various symptoms, analyzing the cause, nature and development trend of the disease, determining the nature of the disease in the light of the specific circumstances, formulating comprehensive treatment principles, and administering treatments in a holistic manner are called dialectical treatment. Chinese health culture is part of Chinese culture, which highlights the essence of traditional Chinese culture.
Second, market analysis
In the past, most beauty salons focus on facial treatments and body massages, but today, Chinese medicine health care weight loss and body treatments have taken over as the main source of profit for beauty salons. Therefore, the health center can not only attract beauty lovers, but also the urban people to pursue the health of the way. In recent years, as China's economic level continues to improve, the number of sub-healthy people has also greatly increased, in 20xx, the number of China's sub-healthy people were 510 million and 83 million respectively. Beijing, Shanghai, Guangzhou, Shenzhen and other more economically developed metropolises have become the forefront of the promotion of health culture, health products have become today's hot-selling health, safety and green projects. According to statistics, China's current health products market sales are growing at a rate of 16% to 25% per year, significantly higher than the growth rate of 5% to 7% in developed countries. China's authoritative organizations estimate that in 20xx, China's total sales of health products reached 17.5 billion yuan! By analogy, with a conservative growth rate of 16%, it is expected that the total domestic consumption of health products in 20xx will be nearly 100 billion yuan!
It can be seen that the Chinese medicine health has been the inevitable trend of the development of health and beauty industry, Chinese medicine health will be the world.
Third, the project
1, the purpose of the health museum
to create a pure bee culture of Chinese medicine health club, tapping into the essence of Chinese medicine bee health, through the health club platform, inheritance and carry forward the culture of Chinese medicine and traditional Chinese culture.
2, the characteristics of the health museum
The country's first health club based on bee products health care, health care set of many characteristics of the project as a whole. Chinese medicine beauty and body, Chinese medicine physical therapy health care, Chinese medicine characteristics of the project into one.
Adopt the menu type Chinese medicine health care program, all the therapies are safe and natural, all the products use green bee products without toxic side effects.
Adopting the management of medical consultation and the operation mode of expert sitting, the treatment is based on evidence and the program is personalized.
Weekly arrangement of Chinese medicine health courses, customer tea party and fellowship lectures. The Chinese Academy of Traditional Chinese Medicine health professional experts team of full support.
The decoration style is classical and atmospheric, which can not only condition the body, but also purify the mind and improve the taste and quality of life.
3, health museum concept
In the promotion of ancient Taoism, Buddhism, Confucianism, three health culture, based on the inheritance of Chinese medicine original meridian approach, combined with modern Chinese medicine meridian cultivation for the purpose of Taoist health advocating nature and return to the essence of the whole process of health care, with the exclusive bee essential oils, through the unique meridian acupressure points massage and massage the whole body to achieve the dredging of the meridians to promote blood circulation and mobilize the internal organs and internal organs to promote the health of the body. The best function to mobilize the five viscera and six bowels, while enhancing the body's qi function, cultivating and replenishing the body's three yuan, regulating yin and yang, dredging the meridians and regulating qi and blood, to achieve the health of the weight loss and disease prolonged life, beauty and unique effect.
Fourth, the scope of business
XX health museum business scope: bee products, traditional Chinese medicine beauty, traditional Chinese medicine, traditional Chinese medicine health care, traditional Chinese medicine special projects.
Bee products are the products of bees, which can be divided into:
The extracts of bees, such as honey, bee pollen, propolis, etc.
The secretions of bees, such as royal jelly, bee venom, beeswax and so on.
Deep-processed products: bee series of cosmetics, skin care products, essential oils and so on.
V. Project classification
1, honey products
2, Chinese medicine beauty
3, Chinese medicine health (body), such as bee essential oil
4, Chinese medicine health care health, such as beeswax
5, Chinese medicine characteristics of the project, such as dietary therapies
Six, health museum site selection and target groups
Site selection is the The primary factor in the operation of the service industry, open health museum beauty salon is also the same. Store the correct site selection, not only is its success a prerequisite, but also to achieve the chain of standardization, simplicity, professional prerequisites and foundations. First of all, through the sending of professional site selection personnel to carry out field comprehensive business circle investigation, according to the actual situation of the local area to write a detailed investigation report, approved by the analysis before implementation. According to the comprehensive data compared to select two to three target rooms, respectively, write a comprehensive investigation report, technical analysis, assessment of the best business location. Judge whether the business address has a reasonable four basic conditions are:
The size of the target customer base and strong spending power.
Convenient road and transportation conditions
Reasonableness of the store area
The store has the conditions for long-term operation
In the selection of the target business district, it is to focus on whether the business district is in line with the brand's market positioning, the stability and maturity of the business district, and the objectives and methods of the site selection are summarized into the selection of the business district and the data investigation of the two major parts:
1, according to the health club to build Chinese medicine health culture route of market positioning, the preferred target is determined in the city of high-end residential areas relatively concentrated, mature area. These areas are generally a beautiful environment, neat streets and convenient transportation, complete commercial services and not noisy, this area is concentrated in the city of white-collar workers and middle class, they are the backbone of consumers, consumer attitudes to the pursuit of brand value and spiritual enjoyment.
The data survey focuses on: the level of consumer demand, consumption habits, cultural tastes and family status of the customer groups.
Business, office-intensive areas. In large and medium-sized cities, it is difficult to find a pure business office area, mostly business, office, residential hybrid, aimed at the company gathered more, the state organs and units of the dense lot. Store in these locations, the main consumers are office workers. The age of these consumers are generally twenty-five to forty years old relatively young people, in this store should be the main target of this part of the people. In the layout design will be considered to increase the business function, after work is the time period of such customer groups focus on consumption, and public consumption, business-type consumption accounted for a higher proportion. The data survey focuses on: the number and type of companies and institutions within a two-kilometer radius around the target room, the proportion of female staff, income status, consumption habits and traffic conditions.
2, usually every city has a set of commercial, entertainment, culture and leisure high-density concentration of downtown, stores, inch of gold population mobility. In large cities or mega-cities such areas are not suitable for the operation of professional beauty and slimming center, but in small and medium-sized cities is very suitable, because of the small size of the city such as the business district may be only one or two, is the only option for people to shop for leisure. Choosing to operate in a target room in close proximity to such areas will not only spread brand awareness quickly throughout the city, but will also have a large number of casual customers who are occasional consumers.
The data survey focused on: measuring the flow of people in front of the target room, the proportion of men and women and age groups, the comprehensive situation of competitors.
Seven, the analysis of competitors (attached)
Strategy
Eight, after the opening of the business management operations (attached)
Nine, the training of personnel and the positioning of the technology (attached)
Ten, the investment cost budget
The company's investment in the project: 1-1.5 million yuan
Recovery of costs period: 3 - 6 months < /p>
Investment funds are mainly in the company and training base, as follows:
1, office (180-200 meters / square) rent: 5,000 yuan / month, 30,000 / half a year
2, office equipment; computers 6 units, printers, fax, telephone, investment; 2,500,000
3, training centers, electronic equipment and related equipment 30,000 <
4, the company's corporate culture construction: 10,000
5, clothing license plate 7,000
6, project integration and promotion of 100,000
7, the staff's salary for 3 months, 100,000
8. for business, tax registration and other costs: 8,000 yuan
9. Consultants and information fees: 3,000 yuan
10.
10. Other company expenses: 10,000 yuan
(water, electricity, management fees, business administration, taxes, sanitation and working capital, etc.)
11. Working capital of 80,000 yuan
The total cost of the budget (start-up capital): 300,000-500,000 yuan
The health center project investment: 500,000 yuan - 1 million yuan
The cost recovery period: 3 - 1,000,000 yuan
Cost recovery period: 3 - 6 months
1. 300,000 yuan for the decoration of the health club (air conditioning, etc.)
2. Site store rent; 3000 * 4 = 12,000
3. Office supplies; 1 computer, PS machine, phone, DVD speakers 10,000
4. 35,000 yuan for the integration of the products and projects
5. living supplies and bed? Need 5000
6. Clothing license plate 700
7. Activities to promote the program 5000
8. Employee's salary 5000
9. Life utility costs per month / 1500
The total of about 1 million
Eleven, profitability
The company's main sources of income are several:
1. p>
1, agency fees (regional agents)
2, joining fees
3, management fees (joining)
4, product fees
5, in-store turnover
Follow-up products and technologies The company's main sources of income are several pieces:
6, agency fees (regional agents)
7, joining fees
< p> 8, management fees (joining)9, follow-up product technology franchise fee
10, co-operative stores and directly managed stores.
11, after-sales service
XII, market risk prediction
1, the emergence of competitors, is the store's main market risk
When a project is found to be a huge market space, it is bound to attract competitors, in order to be able to make the business in the market to survive and grow, and therefore in the launch of the health club, the implementation of the "five" unified management model. Five" unified management model (i.e., unified image design, unified promotional materials, unified membership card sales, unified marketing management, unified after-sales service), to establish its own brand. Improve the quality of service and accurately grasp the market situation is also a way to enhance competitiveness.
2, geographical limitations, no customer door-to-door is the industry's biggest risk. In order to avoid such risks, the following three methods can be taken:
(1) in the selection of sites on the strict gatekeeper, required to do regional market research.
(2) Do a good job of publicity (such as flyers, buy and give activities, referrals, associations, etc.).
(3) Staff training and management to form a running operation.
3, the identification of the effectiveness of the service, is a major risk in dealing with customer relations
To avoid this type of risk, it is necessary to gradually improve the technical level of the staff in the day-to-day management, to clarify the relationship with the customer's responsibility. In terms of technical training, the professional teaching team of the China Academy of Traditional Chinese Medicine specializing in Chinese medicine and health research is a strong backing.
Thirteen, the project feasibility analysis
Mainly to the pursuit of health, pay attention to the scientific health care . People to provide Chinese medicine physical health care services as the basis for the sale of health and wellness methods and products for the purpose of a new medical service, to create a collection:
1, physical health clinic
2, health meals
3, health physiotherapy
4, Chinese medicine beauty as one of the health care environment to serve the majority of customers in a sincere, fashionable ideas.
The project is still in its infancy. At present, whether it is a bustling city, or a quiet small town, you can see a different style of health museums, health care, foot spa. Although everywhere you can see health museum, health care, foot massage hall, but many people are still a lot of pain, said it is difficult to find a place to help their health and longevity, difficult to find a real technical health museum can solve the problem of health care.
Because, all over the development of health museum health care, foot massage hall, 97% are some foot bath, sauna store, is some for young people, middle-aged and strong people for recreation, and is not the real meaning of health museum. The remaining 3% of the health museum, basically some companies in order to promote their products and hang a title, and there is no something substantial, these so-called health museum, only concerned about how to market products and other services, do not know how to engage in health care, prolonged life, some of the search for health knowledge, in all likelihood, is a hearsay, half-knowledge, difficult to health.
China's health care business, the market demand, however, there are not a few can really meet the health care needs of the health museum. The "XX health museum" is based on each person's physique to develop a scientific health program.
Physical health and prevention is under the guidance of the theory of Chinese medicine, for individual system characteristics, through reasonable spiritual regulation, diet, care, physical exercise, and pay attention to the first prevention of disease, prevention of disease, prevention of sub-healthy and other measures, to improve physical fitness, strengthen the body, improve the human body's adaptive capacity to the environment, prevention of disease, so as to achieve the purpose of health and longevity.
Given that most health enthusiasts would like to learn about health and it is difficult to find the correct method, "XX health museum" has many related experts, including traditional Chinese medicine practitioners, nutritionists, fitness teachers, psychologists, etc., together to develop their own personal health treatment and conditioning program.
Analysis of social demand
With the continuous improvement of living standards, people's demand for health and quality of life is high, green, healthy, safe health care program is fully consistent with the pursuit of health and beauty.
Health is beauty, health and beauty is confidence to bring health and beauty to everyone!
Low-cost investment, differentiated operation, all-round entrepreneurial protection
"XX health museum" project has always been mindful of the "to create China's first brand of health" belief. Utilizing the operation mode of the mature market, the full replication of the "XX health hall".
The project to advanced international chain management model, the use of unique business philosophy, broad market share and green products and equipment, to ensure that the majority of the franchisee's profitability; replicability of the marketing strategy and the whole store output mode, to determine the "XX health museum" brand strategic market positioning.
"XX health museum" to inherit the millennium health culture as its own responsibility, and with the principle of Chinese medicine dialectical treatment, the full development of the health platform industry enterprises, health and wellness series products, so that consumers feel the original ecological, non-polluting, return to nature's body conditioning the highest state.
The company's promotional products support, product marketing support, advertising support, a variety of terminal support so that you can easily make money; the national unified distribution of materials, a unified market retail price, unified business management, unified store decoration, unified advertising, a unified image of the display wall, a unified health series of products on display, perfect market protection, a reasonable system of transfer of goods truly Can let the franchisee and the road domain *** with the development, hand in hand *** win. Project low-cost investment: an investment of only eighteen million yuan or so to start the market, sustained profitability.
Market differentiation operation: unique Chinese medicine health museum, the country's first original, traditional Chinese medicine characteristics of the project, green and natural health therapies, is committed to creating China's pure Chinese medicine health culture and traditional Chinese culture combined with the National Therapy Museum.