Day of franchise stores the main trend of beauty

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Day of franchise stores: the main trend of beauty salons in transition

After twenty years of development, China's beauty industry, after experiencing intense competition in the market, showing an overall downward trend. And supermarkets, specialty stores on the common lead of the cosmetics market, beauty salon, the face of consumption concept, and maturing more and more critical to customers, growing operating costs, many operators feel that beauty salon difficult to do business. Indeed, the market can be profitable in the beauty salon is not especially high, many practitioners struggling, struggling for survival. The face of the cruel status quo, what beauty do? Find a development path suited to store it ... ... ... ...
recalled the glorious beauty salon nineties of last century, obviously the market has so few obvious advantages:
1, professional: the professional beauty salon with a beautician Professional products, professional technology to provide professional services to customers and beauticians can expertise in providing services at the same time give customers a professional counseling, to get consumers to trust and support.
2, service richness: beauty salons set up a variety of consumer care and services, wide choice of consumers, you can choose to enjoy all kinds of beauty salon services.
3, flexible: beauty salons there is no standard pricing of the services, operators can be flexible pricing, free to control the high profit margins. Flexible pricing allows operators to master the capability to customers, a large number of accumulated profits to better serve customers.
4, low-cost inputs: the main service-based beauty salon, a large number of products without the cost of inputs, input costs mainly beauty shop rental costs and the cost of human resources, and human resources cost beauty salon, business low cost. Because of this only to beauty salons to earn high profits, it can be said to huge profits. Because of this low profit margins and attract a large number of investors into the threshold, leading to the rapid development of beauty, so that rapid prosperity of the beauty industry.
5, high customer loyalty, cohesive: beauty salons are sensitive consumer spending are usually service-oriented, beauticians and customer service for a long time between the individual and communication for a long time, and consumers to strengthen the inter- The customer relations, customer loyalty high. After the establishment of customer loyalty, the natural volume of sales to one customer can be high, so high-volume to the salon and lay a solid foundation. Although the salon was so
has several advantages, but with the development of the market, consumers update the concept, the characteristics of beauty salons in the past has been difficult to adapt to the needs of consumers and markets, beauty salons advantages in ease. Looking at the market, the problems faced by beauty salons have appeared, mainly in the following points:
1, changes in customer consumption concept, and gradually alienated beauty salon:
With the heightened awareness of consumer spending, their own knowledge and beauty product knowledge, familiarity, many consumers have been accustomed to purchase products made in the home-based self-care and enjoy the fun of DIY care, to the beauty salon will do some self unable to complete the project. So to gradually reduce the number of consumer beauty salons not only increased the difficulty developing new customers and old customers in the growing loss.
2, the division of the cosmetics market, beauty salon customer diversion serious:
beauty market share to department stores, supermarkets, specialty stores on the gradual exploitation of the other channels are in strengthening the sense of service and service method: shopping via the service increased competition for members of the management of high-end beauty salons consumer groups; on the consumption level of franchise stores and beauty salons in the consumption level is roughly equal, and extensive product line to give customers a more comprehensive selection of specialty stores the same day strengthen the service, brought to the beauty competition is greatest.
3, curing the source of profits, the profit increase resistance to a large salon:
a beauty salon are all created in the pursuit of profit, small beauty salons usually charge more affordable care and service charges, their other main source of profit, more more in the care process, to promote their products to their customers to get the profits. And beauty care services as service time, beauty-bed limit, limited number of customers every day service, so usually limit the turnover, profits will be no major breakthrough in a natural; product sales and the beauty salon business Professional line of brand promotion in different ways, not the high profile, consumer acceptance is low, difficult to generate big sales; the same time as service-oriented salon, the number of natural products, single items to small, resulting in narrow consumer choice and consumers in the product display on the effect of visual stimulation is not strong, the customer purchase rate. Therefore, the main salon in product sales is not the dominant source of profits is difficult to upgrade.
4, the vicious competition among peers to form a bad reputation:
beauty shop in recent years has slowed, but because of low investment threshold of beauty salons, there are some investors pushed the market up beauty , the growing number of beauty salons, the inevitable fierce competition, and beauty salons malicious peer competition, sales and marketing increasingly ineffective. Competition, price war is the most direct, low prices will definitely reduce the quality of service beauty salon. And some want to make quick money or beauty salons in order to survive, the use of inferior products, adverse impact on customers, resulting in consumer confidence to gradually reduce the beauty salon products, word of mouth is getting worse.
5, the increase in operating costs, the pressure increases:
beauty market more transparent, profit margins become smaller and smaller, more rational consumer spending, but the projects within the service beauty salon or to the same Long, who began rising wage costs, the cost increase, while beauty sales have not increased, the operating pressure increased.
a storefront business is to profit for the purpose of long-term profit goals, and beauty salon business model of existing conditions lead to beauty salon operators face above all the confusion, more importantly, the operator of beauty salons The demand can not break through the pursuit of profit, no profit, survival show, how to pursue the development of it.
to seek better development, access to greater profits, many salons are looking for their own direction of development, began restructuring the road. Looking at the current transformation of the domestic beauty salons show the direction and management of the store after the transition of successful, full-day sales-based specialty stores, or shop in front of the backyard type of cosmetic specialty stores, has become the main trend of transformation of small beauty salons. Why cosmetic specialty stores
become the main trend of beauty salons in transition it?
because, first, market demand determines the date of the franchise store is the main trend of beauty salons in transition:
1, consumer demand:
day of franchise stores were selling a product, beauty salon sells services plus products, there is no uniform standard of service,[link widoczny dla zalogowanych], natural no effect on price comparability, and the products sold in beauty salons because there is no visibility, single product, are not comparable, when consumers in the consumer lack of understanding and comparison of products, consumption showed low transparency, low selectivity, low confidence, they can not keep spending more consumers in the beauty salon;
while at the relative beauty of franchise stores, because stores different business products, product mix rich, well-known products, strong credibility, consumer choice and autonomy is strong, consumers can understand the consumer, specialty stores more consumer-like, to attract more consumers to buy, through high sales volume to achieve a high profit value;
2, the operator needs:
sales salons service-oriented, nature of service requirements of high management quality and beauticians in the vulnerable the impact of technology, the operator of the control is not strong; and franchise store sales in the product-oriented, pay attention to the image and display franchise stores, store management products, its sales force action, product awareness, to bring the richness of the product the customer optional, the communication with the Purchasing Guide to complete the rapid sales of products, rapid sales of communication with individual customers will not be a long time, the main pursuit of product turnover rate, driving a high volume, high-volume through product sales to obtain higher operating profit; in the sales process is not affected by factors that affect staff, management easy to control, by cosmetics operators like;
risks to operate, the beauty salon is usually dependent on one or two brands, brand A problems with the store brand and the business will be a crisis; and the day of franchise stores operating brand diversification, and enhance brand stores operating control of many degrees, will not result in a lack of brand failure of the whole shop operating risk small. Beauty salons will often go on transformation of the franchise stores.

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