Beauty market research report

With the development of society and the improvement of people's economic conditions, some new hot spots will appear in the beauty industry. What the beauty industry lacks most at this stage is management talents. Although some beauty management talents have been developed from Hong Kong to the mainland, they are far from meeting the needs of the development of the beauty industry. The following is the beauty market research report I compiled for you, hoping to help you.

First, the development of beauty industry.

With the continuous development of our society, GDP has maintained a growth rate of more than 8% for ten consecutive years, and people's living standards have been fundamentally changed. People's consumption focus is shifting from real estate, electronic products, automobiles and tourism to the beauty industry, and huge business opportunities in the beauty industry have emerged. In the next few years, the "new beauty economy" based on brand innovation, quality innovation and service innovation will become the biggest highlight of the tertiary industry in China.

In 2006, there were 6.5438+0.54 million beauty salons in China, and 673 beauty teaching institutions were officially issued and confirmed by the labor department, training 250,000 beauticians at all levels every year. The national investment and transformation in the beauty industry is about 200 billion.

In 2007, the "beautiful economy" maintained rapid growth, and the output value of the entire beauty industry was close to 400 billion yuan, which indirectly boosted other hundreds of billions of consumption.

In 2008, the beauty industry developed more rapidly. Although there are many disputes and irregularities, the government's supervision of the beauty industry has continuously accelerated the pace of standardization of the beauty industry. Although after more than 20 years of development, the beauty industry has not yet entered a mature stage. Because the whole industry has been in a state of disorderly development for a long time, it is urgent to find a brand-new industrial operation mode that meets the requirements of the times.

Second, the four characteristics of the beauty industry

1, the market demand is large; 2. The structure of employees is complex; 3. It is relatively experimental; 4. The level of industrial structure is relatively low. These four characteristics of the beauty industry reflect the opportunities and challenges of the beauty industry. Opportunity means that the beauty market is huge, with an annual consumption output value of 400 billion; The challenge is that the overall level of employees is low, the industrial structure is less scientific and technological, many resources in the beauty industry are flooded or wasted, many beauty institutions have more or less credibility crisis, and the whole beauty industry will face a reshuffle.

Third, the beauty industry talent status

What the beauty industry lacks most at this stage is management talents. Although some beauty management talents have been developed from Hong Kong to the mainland, they are far from meeting the needs of the development of the beauty industry. Almost no university in China offers facial make-up, and only some technicians trained by secondary vocational schools can't bear the responsibility of beauty industry management. More often, it is their own beauty salon, and the personnel selected from the technicians are responsible.

The rapid development of beauty industry urgently needs high-end talents. Samantha Beauty Salon, which originated in Jinan, takes "talent first, profit second". Talent is wealth, talent is brand, talent is performance, talent is development ",and actively cultivate talents to prepare for the rapid development of its beauty salon. Samantha Beauty Salon has also formed a strategic partnership with training institutions in Chen Anzhi to establish a beauty culture and promote beauty education in the enterprise, so that every employee of the enterprise can become a beauty expert and truly become a good beauty consultant for customers.

Four, the beauty industry's current relevant policies and regulations

With the rapid development of beauty industry, relevant policies and regulations are not perfect. At present, there are only Interim Measures for the Administration of Beauty Salon Industry, National Policies and Regulations for the Administration of Beauty Salon Industry, Measures for the Administration of Medical Beauty Services, National Professional Standards for Junior Beauticians and National Professional Standards for Senior Beauticians.

Five, the new hot spots in the beauty industry in the next few years

With the development of society and the improvement of people's economic conditions, there will be some new hot spots in the beauty industry, such as: 1, a new hand beauty industry; 2. Tooth beauty will be a new topic for beauty lovers; 3. Eyelash transplantation will impact the beauty industry; 4, oxygen beauty will become a new fashion of beauty; 5. Brain care will become a new beauty trend; 6. Huamei will become a new favorite.

Six, the beauty industry business strategy

Due to the huge space in the beauty market, beauty salons of all sizes have appeared one after another, and various business strategies have emerged one after another, mainly including the following:

1. The direct selling model is being grafted with the beauty industry, which mainly refers to selling beauty products through store customers.

2. Professional offline beauty brand building; This is mainly to distinguish the beauty brands of daily chemical lines, which is characterized by winning customers through beauty salons by word of mouth and service;

3. Upgrade the original marketing model; This mainly refers to constantly updating products, increasing conference marketing and event marketing, and increasing more advertising investment in the original marketing model;

4. Precision marketing strategy of beauty industry in off-season; Market segmentation, targeted; Focus on large households and tilt policies; Terminal replenishment, training first; Promote activities to stimulate consumption; Introduce new and attract orders; Competitive sales, promote sales.

5. The new business model of beauty salons; 1) Franchise chain business model: there are mainly (a) direct chain stores, that is, the head office wholly or holding a number of stores, unified ownership, unified management, decentralized sales and centralized management; (b) Free chain, that is, all stores are independent legal persons and owned by different operators, but they are willing to unite and cooperate with each other to unify management and sales strategies; (c) Franchise chain, in which each store obtains the right to use the trademark, trade name, business technology and product sales developed by the head office by signing a contract with the head office.

2) Computer network management: With its incomparable advantages, the Internet is spread all over China, and the beauty industry inevitably encounters the Internet. In the future development, beauty enterprises should publicize their products and services through the Internet, establish real-time interactive information exchange with users and other enterprises, realize the commercialization of production, circulation and consumption, and realize the comprehensive informationization of enterprise management.

3) Store-style management: The concept of beauty has now produced a rich extension, and projects such as body building and nail art have followed one after another, and various supporting facilities have emerged one after another, creating a market and space for specialty stores with various services. It is not surprising that nail salons and beauty centers are separated from facial care. Similarly, the market segmentation can not be ignored, and the beauty specially designed for men and the elderly also appears in the market.

4) Comprehensive service management: The fast-paced life of modern urbanites makes holidays or naps more precious. Therefore, it is possible to build a large-scale comprehensive commercial place integrating group entertainment and various beauty services.

This kind of beauty center is large in scale, with comprehensive decoration and services, which can involve many humanized services such as beauty salon, sauna fitness, makeup modeling, hair care tattoo and so on. The management requirements of this kind of beauty salons are extremely detailed, and the membership system is mainly implemented.

Seven, the present situation of Hefei beauty market.

The Blue Book of Urban Competitiveness: China Urban Competitiveness Report compares the competitiveness of Chinese mainland urban agglomerations. The Yangtze River Delta urban agglomeration ranks first, followed by the Pearl River Delta urban agglomeration, and Hefei urban agglomeration ranks 15. Hefei is a part of the Yangtze River Delta urban agglomeration. As a capital city with great development, Hefei is also developing rapidly with a double-digit GDP growth rate every year. The great development of Hefei will definitely promote the rapid development of the beauty industry.

According to the survey, in addition to hundreds of local beauty service places in Hefei, there are also beauty institutions from Jinan, Xi, Shanghai, Nanjing and other places, all of which are seizing the beauty market in Hefei. Local beauty institutions in Hefei generally only pay attention to hardware investment, ignoring software investment, that is, they do not pay attention to the strengthening of management; The marketing model is similar, single, and generally lacks attention to employees, and employees can't see the hope of the future. For example, in Australia, EV and Liyan both use gold and silver cards, so it is impossible to make a package combination, which limits the promotion means; Without the internal growth ladder of employees, employees have no sense of ownership. Foreign beauty agencies, such as Samantha, pay attention to building dreams for their employees internally and changing marketing methods externally, and renovate various package combinations every month to attract customers at ultra-low prices and win them in a short time.

To sum up, we can see that the beauty industry has a huge market space, in which opportunities and challenges coexist. Only by accurately positioning and truly grasping the nature of the industry can enterprises stand out! Therefore, we suggest that fragrant flowers fall in love with rain:

1, don't be a generalist, be a specialist, that is, accurately locate what your beauty salon does and doesn't do, do what you want to do most, and make your own characteristics;

2. Clarifying the business philosophy of an enterprise is to put employees first, establish a growth ladder for employees, and clarify that operating an enterprise is to manage people's hearts, because only employees are the main body that supports development and creates profits. Fully mobilize the resources and energy within the enterprise, form a highly cohesive team strength, and be consistent with the outside world;

3. Pay attention to brand building. Emphasize your own service and do more concepts. Concept is the first element of marketing success. Advertising communication should have its own unique, attractive and soulful concept.

4. Make a word of mouth. Too many gimmicks or bubbles in the beauty industry can't convince consumers. Too many gimmicks turn into a double-edged sword. The characteristics of the beauty service customer base are limited by the business circle and repeat customers. Therefore, we must raise word-of-mouth to an unprecedented height. Pay special attention to the influential people among ordinary consumers. People who really change their views or spread their ideas are very few in society. If you find these people and catch them in marketing, the communication power is better than advertising 100;

5. Strengthen information construction and key account management to win and retain customers with the highest efficiency, so as to be in an invincible position in the market competition.

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