Introduction: A PK event representing the top talents in the beauty industry has been going on for 16 years. In the past 16 years, shortness is just a moment when the beauty industry is booming and the consumer population has undergone earth-shaking changes; longness is precisely because Chengmei is constantly practicing the "sincerity and beauty" and using high standards of products and talents to cleanse the malaria of the beauty industry.
On the evening of August 13, the 16th "Chengmei Cup" Lecturer Style PK Competition came to an end in Shanghai. This is the 16th year that Shanghai Chengmei Cosmetics Co., Ltd. (hereinafter referred to as "Chengmei") has practiced the standardization of talents in the beauty industry.
In recent years, under the impact of the wave of online shopping, more and more brands that have used low prices to sell goods, which have been taking advantage of the cosmetics industry dividends for several years, have gradually felt the weak development of physical channels. Service and talent, these two elements that greatly demonstrate the value of physical channels, are regarded by almost all brands as the key to empowering offline channels.
In the beauty industry, which is separated by a mountain, the importance of service and talent is more important than that of the cosmetics industry. To enlarge, the cosmetics industry is a light industry and its value lies in its sales nature. The focus of the beauty industry lies in its service nature, and its value is achieved through the service of its products. Standardization means the certainty of user experience and the maturity of the collaboration system. Standardization in industrial society can reduce costs, improve efficiency and facilitate cooperation.
But in fact, even though the professional beauty field has become a sunrise industry with 140,000 large-scale enterprises, more than 2 million related employees, and operating income of nearly 170 billion yuan, accounting for 1.8% of the total GDP in the country, there has never been a sunrise industry that can lead the entire industry.
On the one hand, it is the lack of standardization, and on the other hand, it is the extreme importance of service to the beauty industry. The game between the two has always been a hidden danger in the beauty industry. First of all, the lack of talent training has made beauticians lack a sense of professional honor and gain, resulting in extremely high turnover in the industry and unsustainable echelon construction; secondly, due to the lack of constraints, many bad brands and illegal beauty salons use the opacity of the industry to maliciously defraud consumers, or use inferior products and perfunctory or even wrong services to harm customers' skin and property safety, causing uneven levels of discipline in the industry, greatly dragging down the development and progress of the industry.
This 16-year talent event in the beauty industry is the best testimony of Chengmei's use of a very "stupid" sentiment to promote the industry forward.
In 16 years, more than 300,000 beauty lecturers benefited from
For this competition, more than 1,000 beauty lecturers from all over the country gathered in Shanghai. They have a nice name - Angel in Purple.
During the 6-day study and competition, from childhood to controlling the curve of smiles and bows, the pronunciation and tone of customers' speeches, to learning the "Michelin" star service standards in the beauty industry, Chengmei dismantled the essence of service into cutting-edge products and technology, intergenerational marketing, talent standardization and implementation and other fine foods. In the "cooking" of many senior beauty mentors in the brand, it turned into a feast of more than a thousand angels in purple.
"Professional" and "touched" are the common insights of almost all contestants. At the scene, a top 12 contestant excitedly told reporters: "The touching given by Chengmei's training has never been in other venues." She believes that most of the venues of other brands are full of sales and sales theory, and she can easily position herself as a small service industry worker who makes money and works. "But Chengmei gave me a different understanding of the profession of beauticians. Chengmei deserves to be the foundation of the beauty industry and is also the original intention of all beauticians for the industry."
The high sense of identity with the concept of sincerity and beauty makes the final night of the national third place in the Asian League and third place particularly infectious.The venue that can accommodate more than 1,000 people was crowded and clamored. More than an hour before the finals began, the venue was already crowded. Almost all the contestants did not go home early, but instead came spontaneously to cheer for witnessing the glory of the finals.
In the finals, the 12 beauties tested their understanding of professional techniques, their advanced qualities and confident and lively style as a Chengmei beautician through fierce competition in three major links, including self-introduction, professional knowledge quick answers, and "Beauty Mission·I am the Angel in Purple" speech, and practiced and reproduced the service concept of Chengmei leading the industry for decades.
In the end, the first, second and third place were won by Wu Di from Liyingda, Liaoning, Chen Ye from Tianyun, Jiangsu, and Zhang Ping from Xianjing, northern Zhejiang respectively. In an interview with reporters after the game, Wu Di said that before entering the beauty industry, she also had a deep misunderstanding of this industry, "but the sincerity of Chengmei reversed my misunderstanding of the beauty industry."
Chen Ye, who is only 22 years old, has been in the beauty industry for 4 years. She told reporters a short story: There was a customer who once had facial ulcers due to improper use of hormone drugs, and she blamed this for using Chengmei products. However, after finding out the reasons, the beauticians uphold the professionalism and patience of sincerity and beauty, and conditioned the customer's face better than before. The customer also specially sent a banner to the beauty salon, "As a beautician at that moment, I felt very proud and proud."
Xianjing, where the third player Zhang Ping is located, has been working with Chengmei for five years so far. The origin was five years ago, when the head of the company came to the scene of Chengmei's PK competition and was infected by the atmosphere on the spot. He immediately signed a long-term cooperation with Chengmei. Zhang Ping smiled and said that this is the "power of role models."
According to incomplete statistics, so far, more than 300,000 beauty lecturers have benefited from Chengmei's training system.
According to the spark, Chengmei wants to build a "Michelin" for the beauty industry
In the hotel or catering industry with a longer history, there is a relatively complete and transparent service evaluation system. Under various standardized frameworks, the training, job-taking and growth systems are sound. These industries have been divided into screws in the industrial chain, greatly compressing the cost and time of the industry's maturity and allowing consumers to enjoy the highest cost-effective services. This is also the prerequisite for the boom of modern industry.
In the last decade, China's professional online beauty industry ushered in a blowout development and has now jumped into one of the most resilient consumer products in China. According to national statistical data analysis in 2016, the GDP output value of the US pan-beauty industry was 124 trillion yuan, while the GDP of China's same industry was only 76 trillion yuan during the same period. Excluding the size gap, in terms of per capita GDP, China is only 14% of the average level of the same industry in the United States (54,676 RMB per capita in China, and 387,500 RMB per capita in the United States). This sunrise industry still has great room for growth.
In this decade, the beauty industry has faced severe challenges. With more than 20 offices nationwide, reaching millions of consumers and receiving the most front-line consumer data in real time, Chengmei discovered that in recent years, the physical beauty industry has also encountered three major bottlenecks.
First of all, it is difficult to attract customers and retain customers. After the rise of the new consumer group, consumption awareness has also ushered in innovation. Those born in the 1990s and even 2000s who make good use of the Internet are numb to the existing sales strategies and models of the beauty industry. The beauty industry has not yet gained the dividends of this new customer group.
Secondly, it is difficult to recruit and train. Due to the high requirements for techniques and technology in the beauty industry, the training cycle for novices is long. Even if you finally develop a skilled person, you will work alone as soon as there is a source of customers. Haven’t you seen many beauty salons posting words such as “Long-term recruitment, food and accommodation” at the entrances of many beauty salons all year round.
Finally, it is difficult for beauty salons to make profits and develop. In the past two years, Chengmei has found that many beauty salons have unsustainable income and expenditure, because of the high costs of employees, rent and marketing; prepayments account for a large amount of inventory; products, projects, and instruments are seriously homogenized and lack core competitiveness.
The fundamental reason for the above situation is the lack of standardized management and output in the industry.This clearly shows that the beauty industry still contains huge energy and has not yet been explored. The key key may lie in the industry's "standardization". How is Chengmei done?
First of all, at the product level, Chengmei dared to use the concept of "sincerity and beauty" to bring the most basic skin care concept of "safety" to China. And in 16 years, it has led industry standard changes twice in two major aspects: "no addition" and "full-component marking of products".
After building the country with products, Zhang En, the founder of Chengmei, also founded Chengmei Beauty Academy. In the first year of the company's establishment, he began to hold a national lecturer style PK competition, which has been passed down to this day. Over the past 16 years, the PK competition has locked in talent standards and continuously outputs three major talent standards, including professional knowledge, service skills, and personal professional qualities at the international leading level. It is known as the "Whampoa Military Academy" of the beauty industry.
No wonder at the finals, a contestant was excited to tears when he saw this legendary lady in the beauty industry. She told reporters: "Zhang is a 'chivalrous' person. In an environment where he can make quick money and make huge profits, he still uses high-quality and good services to clear the chaos in the industry, so that we beauticians have gained professional respect!"
In the opening dance of this competition, Chengmei selected the Japanese group SMAP's "World Oneにつだけの Flower" ( The only flower in the world ) as the background music. The last lyrics are: "We are all the only flower in the world... Just work hard, no matter small flowers or big flowers, they are not the same thing. It's better if we can't be the first, we are originally special and unique."
On the road to standardization and advancement of talents in the beauty industry, Chengmei will move forward one meter and the industry will clear one meter. Chengmei has always valued and believed in the importance of "people". It has been established for 16 years and has no standards. Chengmei has created it by itself; there are loopholes in the existing standards, Chengmei has been elevated by itself. Just because Chengmei believes that every angel in purple is the precious and only flower in the world.
(Source: Lianshang.com)
