As the pursuit of beauty continues to grow, beauty stores are sprouting up like bamboo after a spring rain in the streets and alleys of the city. The beauty industry market is heating up, with vast prospects for development.
However, there are still some hair salons that lack systematic and standardized management, have not established a basic operational system, or have insufficient management capabilities, leading to a failure to keep up with the times and progress, and ultimately closing down in disappointment.
Market competition is intensifying. As a part of the beauty industry, hairdressing faces continuous market changes and needs to upgrade itself to keep pace with the times.
How can beauty industry brands hit the right note and build their own brand?
1. Clearly define the needs of the new era consumer
"Yesterday's success can be today's enemy in the beauty industry."
Customer needs have evolved, dictating the shift in industry trends. Without research into customers, trends are mere talk. Operating in the beauty industry with outdated models will only lead to failure; the "big order era" is long gone.
Customers have shifted from concept-based consumption to value-for-money consumption. The younger generation of customers has a clear purpose for their spending. They are driven by problem-solving, valuing effectiveness over psychological satisfaction, which is a significant reason for the decline in traffic focused on service-intensive offerings.
They should focus more on addressing customer needs rather than being confined to add-on projects. The add-ons he mentioned include services and the environment. Both incur costs that are passed on to the customers, thereby reducing the cost-performance ratio.
Their services are often intertwined with marketing, which can easily elicit customer resentment in this era of information transparency and overmarketing. Therefore, the service needs to lighten the load.
On the other hand, with rising property and labor costs, if services are scaled back and the business remains monolithic, it will place immense pressure on beauty industry enterprises, leading down a one-way street. What can be done? This calls for companies to develop a more diverse product mix and make management more multifaceted. The focus of store development should shift to creating community boutique stores.
Large chain stores have hit a bottleneck, losing big customers, and the stores will inevitably resort to heavy marketing to attract customers, leading to a vicious cycle with complex project叠加. Meanwhile, community boutique stores will thrive as modern consumers place more emphasis on utility rather than packaging. Only those that truly meet customers' needs for "beauty" can retain customer loyalty.
The foundation of beauty industry management lies in understanding what customers' needs are. Starting from these needs, determining the business positioning and direction is the true way to grasp industry trends.
