beauty industry entrepreneurship case
beauty industry entrepreneurship case, don't be ashamed of beauty, let you fall in love with him, and different procedures will achieve different results. Only when you complete a certain quantitative change can you leap to qualitative change. Let's share the skills of beauty industry entrepreneurship case! The following is the relevant introduction. 1
For a long time, the nonstandard beauty industry market in China has led to the low operating threshold of beauty salons, lack of management, disordered competition in the industry, the beauty salon operation has not yet formed a scale, and the uneven quality of employees and many other factors have made it difficult for the whole industry to reach a certain height in society, and it is difficult to maintain sustainable operation, expand scale operation and win the hearts of the people. Various problems have emerged one after another.
on the surface, the beauty salon industry market is booming. Various titles of beauty "doctor", "master", "expert", "the first person in the world" and "the best in the world" are flying all over the sky: gene beauty, biological beauty, nano beauty and other "reputations" are numerous: dietotherapy, vinegar therapy, hydrotherapy, hyperthermia and so on. This beauty salon industry, which is mixed and difficult to distinguish between good and bad, dazzles consumers.
However, at present, beauty accidents are constantly happening in the beauty industry in China. Various beauty service organizations use and promote a variety of beauty technologies, which are mixed with a certain number of pseudoscience and fake technical services, and all organizations and stores are doing their own things and creating their own standards. For example, a massage takes a few minutes, and some take dozens of minutes; A product, this shop is 111 yuan, another shop can sell 1111 yuan. . . . . . Some unscrupulous 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 reviewed and approved the medical beauty projects in beauty salons, and the beauty market is still in chaos.
Let's look at a beauty salon 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, Wuchang a few years ago. At first, the business situation was not bad. In recent two years, more and more beauty salons have opened around, and various promotional activities have attracted many old customers. Wu Xiangling feels that it is difficult for her beauty salon to survive in this way. How to develop and stabilize customers is a difficult problem that Wu Xiangling needs to solve urgently. Guest: Hu Huifen, deputy general manager of Wuhan Beauty Culture Development Co., Ltd., a national senior beautician.
At present, there are more than 311 various beauty institutions in Wuhan, and more and more internationally renowned brands are also preparing to enter Wuhan, so 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 that there are too many shops, and in order to increase the number of visitors, they have to cut prices. And you drop, I drop, and everyone drops, which not only lowers the price, but also lowers 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 41% profit from selling products, and nursing services have about 31% profit. At present, the beauty industry in Wuhan is developing towards the community. Many middle and high-end communities have incorporated beauty and leisure into the overall planning, and beauty is getting closer and closer to people's lives. Investors should consider the site selection. Business entrepreneurs must rely on characteristics to win gold in the beauty industry. Pet grooming is a good emerging field with a large market space; Aromatherapy beauty is also a popular service item for white-collar workers. On the one hand, there is no unified and standardized management system and method, on the other hand, there are overlapping and multiple management of the beauty salon industry, which often involves the departments of industry and commerce, taxation, price, technical supervision, health, public security, special industry, fire protection, etc., and even some street offices can directly supervise and punish the beauty salon, resulting in a situation of overlapping and arbitrariness. Since its development in the mid-1981s, the beauty salon industry has always developed by itself, and there is no unified management organization. Not only do the 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 take a fortune and leave with a flicker provide an opportunity.
The beauty salon industry is a completely market-oriented industry, and it is also a completely open free market. All kinds of capital join the beauty salon to seek value-added, which intensifies the competition of the industry. The beauty salon industry's rapid metabolism is closely related to the operators' understanding. 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" and "the good and the bad are mixed" are their true portrayal.
Mr. Yu Fei, a well-known 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 lay out, 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 needs, so as to obtain a business model that is most suitable for the development of beauty salons. In other words, "innovation" is the soul of beauty salon management and development!
the price of beauty market, including product price and service price, is directly oriented to consumers and is also the lifeblood. However, the price of beauty products and services is still a roadblock for the industry to take off. Excellent quality products are the guarantee for the operation 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 the content of bacteria is too high, it directly affects the use effect of consumers and also affects the beauty salon. Reputation. 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 a cost-profit ratio imbalance, and some profits are even as high as 81% or more. In addition, the price of products has reached the final market, and the price is unreasonable. This opaque price system and circulation operation usually cause a sense of distrust to the market, thus gradually losing a large number of consumers.
beauty salon operators should bravely walk out of the strange circle of traditional business ideas, change traditional ideas and concepts, and constantly seek changes in combination with their own strength and actual situation. Strengthen sales and service! Besides strengthening internal systematic 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 delivered to beauty salons through centralized, effective and large-scale training and education.
In recent years, many beauty practitioners have begun to consider breaking away from convention, organically integrating beauty salons, fitness, psychological consultation, image design, entertainment, shopping, catering and other services into one place, forming complementarity. In a sense, this strategic adjustment has done a certain degree of renovation work for the beauty and health care industry. On the one hand, it has improved the service grade of beauty salons, on the other hand, it has weakened various drawbacks of the current beauty industry. People have different needs when they enter such an atmosphere. Whether they come for shopping, entertainment or fitness, when choosing beauty care services, they will only think that this is the thoughtful service of 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 improvement. Entrepreneurship case of beauty industry 2
So what is the process from beautician to self-employed boss? How can you really realize your dreams?
According to the questionnaire analysis, among the shops with moderate and good profitability, the owners of these shops have basically been engaged in the role of beauty consultants and store managers. In the shops with good profitability, 91% of the shop owners have been store managers, while among the shop owners with poor profitability, many of them are directly opened by beauticians. Our analysis shows that a beautician must go through beautician-beauty consultant-store manager if he wants to be a real boss, which also reflects the necessary process for a beautician to become a successful store owner: 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, and the basis of this certification certificate is the unified beauty teaching materials, which are all some basic beauty knowledge. No matter from the techniques and theories, they are far behind the development of the beauty industry, and many beauticians really enter jobs. Suddenly, I found that what I learned was far from my actual application, which also confirmed why 61% of them wanted to enter the beauty industry to set up their own shops as bosses, and only about 31% wanted to be bosses after entering the beauty industry for one to two years. The reality is cruel. In order to realize their boss dream, they must learn more professional knowledge. In addition to participating in various studies in some product companies and companies, as beauticians, they should often read books on Chinese medicine. (The development of the beauty market is no longer limited to basic projects, and the application of health care and biotechnology beauty is the mainstream of the 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 take at least one hour every day to communicate horizontally with people in the industry and communicate and solve some problems in your work in time.
successful people are always good at expressing and listening
communication skills: beauticians are often only practical personnel, because they often do not have unique advantages in customer communication, and their communication skills need to go beyond the product level. Communication is the simplest and most effective way to eliminate each other's strangeness. In our questionnaire analysis, the high or low communication skills determine the transaction rate, and beauty consultants just play such a role. It can find customer needs in a short communication with customers. It is often unwise to communicate directly with customers in the beauty industry, although there is a certain turnover rate and a relatively high failure rate. In the high turnover rate, 77% of beauty consultants only take up one-third of the whole communication process when communicating with customers, 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 master related topics, open mouth products and closed mouth effects. Below I list a glossary 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 knowing the products in mind, but also being able to predict the results and feelings of customers after using them, and at the same time increasing customers' trust in products, stores and even individuals through related topics.
beauticians often communicate with customers, which is often the communication on products. They can only be regarded as product commentators, and communication is skillful. It is suggested that beauticians pay attention to books on language expression and psychology.
Successful people should have sufficient control
Management ability: beauticians only do it, and beauty consultants do it and say it. In order to be a successful boss, they must also have management ability. Ninety-one percent of the 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 in charge of. We are divided into internal management and external management. The internal management includes personnel management, brand management, project management, financial management, product management, customer information management, back office management, education and training management ... The external management includes brand culture management, project management, and customer relationship maintenance management ..... which all reflect the control of the whole store. This is why it is easy for them 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 relatively mobile. In fact, they are seeking more management experience and experiencing the feeling of prospective store owners. At the same time, they will also bring good management to the working stores, because they are the executors of learning and practice, because they are one step away from their boss's dream.
Successful people are always asking themselves, Why others are more successful than themselves
If beauticians want to realize their boss dreams, the above process must be followed. I want to emphasize that we should also pay attention to one point. No matter the beauty consultant or the store manager, after all, the investor in the store is not themselves, but just a job for them. So for the prospective store owner, there is another point that deserves our attention, that is, risk pressure.
The risk pressure is often not considered too much by shop assistants. As a shop owner, it must be considered. At present, beauticians are mainly learning and accumulating. For store managers, if they are their own bosses, they should consider the ratio of investment and output. Business will not be like planting wheat. Putting in a seed will produce an ear of wheat. In addition to products and projects, there are also site selection, design, profit expectation cycle, and the more practical experience, the risk pressure.