The scarcest occupation in the next decade [beauty industry analysis]

First, the beauty industry overview

In many people's eyes, beauty is just painting, powder, face, or breast augmentation, double eyelids or something. In fact, beauty is the general name of technology and art that modifies and beautifies people's internal and external images. From a macro point of view, beauty includes a lot of knowledge of aesthetics, literature, medicine, nutrition, chromatics, chemistry, physics, psychology and other major majors; Microscopically, there are makeup, nursing, plastic surgery, health care, hairstyle, clothing, etiquette and so on.

Beauty is an art, which pursues and shapes the beauty of "human" more directly than any other art, and has penetrated into people's daily life, study, work and entertainment, becoming an inseparable part of people's lives. Beauty is still a philosophy. The center of its research and interpretation is life, which is the most precious thing for human beings. It is "people-oriented" and strives to improve people's appearance, figure, mentality and emotion, so that life is full of youthful vitality. He also tried to fight against the natural aging law of human beings and make the living young and happy every day. A comprehensive understanding of the connotation of beauty is conducive to giving full play to the advantages of various social resources in the operation of beauty salons.

Second, the characteristics of today's beauty salons

1, business scale

The overall business scale is small, and the industry entry threshold is low. Shops with an area of 50-99 square meters account for 30.2% of the total, and shops with an area of 20-49 square meters account for 29.9% of the total; The investment amount is low, accounting for 27. 1% with an investment of 30,000-50,000 yuan, and 24.3% with an investor below 20,000 yuan; Shops with less than 5 people account for 58.3% of the total.

2. Form of ownership

Non-state-owned economy, especially private economy, accounts for a large proportion in quantity, and private shops account for 85% of the total. The proportion of state-owned economy in Beijing and Shanghai is obviously higher than that in other cities.

3. Business philosophy

In business, traditional business philosophy is dominant, and word-of-mouth publicity is a common and most effective way of communication, with little dependence on mass media. Besides training schools, mentoring is the most common training method.

4. Operating projects

Traditional projects and emerging projects coexist, each accounting for half of the country. Skin care, maintenance and haircut are the most popular services for beauty and hairdressing respectively.

5. Operating income

Gross profit margin can generally be maintained at 40-50%. Due to the heavy tax burden, the profitability of operators is not very good.

6. Technical level

The overall technical level of the whole industry is not high, and there is still a considerable gap compared with the advanced level abroad, but the technical level of the industry is on the rise, and the demand for professional equipment is increasing day by day.

7. Staff quality

The quality of employees in the whole industry is low, the mobility of employees is strong, the evaluation of professional titles lacks standards, the operation of training schools is not standardized enough, and the technical level of employees is uneven.

8. Industry management

Lack of industry management and necessary industry norms leads to disorderly competition in the beauty salon market, which hinders the further development of the whole industry.

Third, the future development trend of beauty salons

The improvement of people's living standards and quality has provided a broad space for the vigorous development of the beauty industry, and also intensified the competition among practitioners in the beauty industry. According to incomplete statistics, there are currently more than one million beauty institutions in China, with more than 6 million employees. As the most direct carrier of consumers, beauty salons feel the ever-changing needs of consumers. With the increase of pressure and the maturity of consumption pattern, the beauty industry will be pushed to a brand-new development model of specialization, refinement and modernization. Facing the huge market and fierce competition, beauty salon operators must always "recharge their batteries", grasp the future development trend, introduce new business ideas and methods, and introduce new service items to attract customers. Only in this way can they not be eliminated in the fierce market competition. What is the future development trend of beauty salons? According to experts' prediction, the future development of beauty salons will present the following trends:

1, strong chain operation

At present, China's beauty industry market is still in an irregular and immature development stage, with lack of industry management, disorderly industry competition, no scale of beauty salon operation and uneven quality of employees. The combination of many factors makes it difficult for the whole industry to achieve a certain degree of credibility in society, to expand sustainable operation and scale operation, and to win the popularity of brands. Therefore, it is imperative to promote and implement the concept of chain operation in the beauty industry, provide high-quality products and services, establish a good operation process, and form a good reputation and brand operation mode. As far as the beauty industry is concerned, chain operation will be the mainstream of future development. Chain operation has tenacious vitality and rapid expansion. Large chain stores are superior to small beauty salons in scale, organization, financial resources and personnel, and often strengthen their competitive strength with strong advertising, which makes small beauty salons difficult to cope with.

Chain operation can be divided into:

1) Direct chain stores: that is, the head office wholly or holding a number of stores, with unified ownership, unified operation, distribution operation and centralized management.

2) 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.

3) Franchise: Each store obtains the right to use the trademark, trade name, management technology and product sales developed by the head office by signing a contract with the head office. This business model has long been popular in the western world, but it has just emerged in China. As a modern business investment and operation model, it will undoubtedly become a new business model in the future beauty industry and even other industries.

2. Direct selling companies are involved in the beauty market.

In the past, many customers would go directly to familiar beauty salons to buy beauty products suitable for their skin and hair through the introduction of their trusted beauticians. However, in recent years, there has been a trend of direct selling in China, especially TV direct selling. Many direct selling companies have begun to intervene in various consumer markets, and the beauty industry is no exception. Hundreds of direct selling companies introduce various beauty products in a piecemeal way. Customers who buy products only need to make a phone call, and the direct selling company will deliver the products directly to the door or mail them to customers. This is undoubtedly a heavy blow to the beauty salon. Beauty salons should change their business methods in time to reduce the impact of direct sales.

3. Computerization of beauty salon management.

Computers are very useful for beauty salons. In addition to basic resource management, such as basic information of customers, beauty care, basic information of employees, customer reservation registration, room information tracking, purchase payment processing, employee salary and commodity sales can be processed and managed by computer. The computerized operation of beauty salons will not only be more accurate and faster than manual operation, but also find management loopholes through computer analysis, reduce business risks and enhance the image of beauty salons. When a beautician diagnoses the skin and chooses the type of maintenance, with the help of a computer, not only will the customer trust his professional knowledge more, but he will also be handy in his work.

Step 4 introduce psychological beauty

In fact, in addition to providing beauty services, beauty salons should also provide psychological counseling to customers, but many beauty salons ignore this point. Imagine: when a customer is troubled by skin problems and hair quality, she will be agitated and worried that it will affect her beauty. Therefore, when she enters the beauty salon for skin care, she will have great expectations for the nursing effect, but she may have doubts about whether the beautician can solve her troubles. At this time, if the beautician can talk to the customer at the right time, listen to her heart, and lose no time to instill the correct concept in her, so that she can rebuild her confidence and accept the care of the beautician with peace of mind.

5. Implement integrated service management.

The fast-paced life of modern urbanites makes holidays or naps more precious. If you are busy with beauty salons, barbershops and nail salons during the rare rest time, it is possible to establish a large-scale comprehensive business place integrating collective leisure 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 tattoo and so on. The management requirements of this kind of beauty salons are very detailed, so it is appropriate to implement the membership system. How to attract members, regular members and organizational members are all key issues that managers must do well. The implementation of the value-added membership card and the continuous strengthening of the value-added sales function have achieved beneficial practice in emerging large beauty salons.

6. The combination of beauty and medicine is closer.

Many people regard beauty as a very common thing and seldom associate it with medicine. In fact, cosmetics production contains semi-medical ingredients. With the popularization and implementation of medical cosmetology, which combines beauticians' beauty techniques with doctors' treatment methods, many problems that have puzzled customers for a long time and affected their beauty have been effectively solved. Medical beauty will surely get deeper and wider development in the future, which will have a far-reaching impact on the development of beauty industry.

7. Male beauty has become a common practice.

Due to the influence of traditional ideas, few men can get rid of the traditional burden and accept beauty because they regard beauty as a woman's business. In fact, due to the exuberant sebum secretion of men, most people lack correct knowledge of cleaning and maintenance, and the demand for skin care is actually quite large, and the prospect of male skin care is very promising. Because many people look at the beauty of men with colored glasses, perhaps operators will encounter many difficulties. Therefore, operators should strengthen the training of employees, establish a professional image and eliminate unnecessary doubts.

8. Overall popularity

In the future, the management direction of beauty salons should not be limited to a specific scope, such as beauty, makeup and skin care, but should develop in the direction of overall combination, such as using magic makeup with special shapes to make customers' styles more prominent. Therefore, beauty salons can set up clothing counters to let beauticians suggest what kind of clothes to wear after shaping their customers.

9. Specialization, personalization and high added value

Nowadays, customers not only have certain requirements for the quality and level of technical services of beauticians, but also pay great attention to the equipment and atmosphere of beauty salons, and also hope to get a lot of information about consumption, such as fashionable clothes, make-up water, hot-selling cosmetics, fashionable leisure ways and so on. , are all topics of interest to customers. More and more people who go to beauty salons are willing and hope to enjoy this high value-added service.

10, shop-style operation

The concept of beauty has produced a rich extension, and projects such as body building and manicure have followed one after another, and various supporting facilities have emerged one after another, creating markets and space for various types of service stores. It is not surprising that nail salons and beauty centers are separated from facial care. Similarly, market segmentation cannot ignore consumer segmentation. Beauty products specially designed for men and the elderly are obvious in the market. Did it also send a signal to professional beauty salons? The expansion of the male market and the elderly market may bring unexpected surprises.

In addition to specialty store's special services and targeting at people, specialty store should also strive to improve the professionalism of hardware facilities, such as store decoration, product mix, equipment and instruments. In this sense, specialty stores have begun to take shape in the scale and conditions of chain operation.

1 1, Introduction to Computer Network Management

With its incomparable advantages, the Internet is rapidly spreading in China, and the beauty industry inevitably encounters the Internet.

Recently, it was reported that a female website and beauty experts jointly dispatched, which brought lively popularity and considerable global economy to the website. Of course, the beauty industry can also achieve the purpose of publicity and sales by virtue of such activities. It is worth mentioning that the success of the website is no different from that of traditional enterprises, relying on perfect management, successful market operation and unique products, and network operation can not be ignored.

In the future development, beauty enterprises should publicize their products and services through the Internet, establish real-time interactive residential communication with users and other enterprises, realize the business of weighing, circulation and consumption, and realize the comprehensive residence of enterprise management, so as to expand their business in this new economic field and truly appreciate the sweetness brought by network management.

After years of development, the old business philosophy and traditional management model can no longer adapt to the rapidly changing social environment and consumption environment. The beauty industry must face a profound change. Faced with newer faces and higher requirements, beauty salons must update their management methods and have a unique eye, so as to stand at the forefront in an era full of opportunities and challenges.