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Beauty salon performance doubled Find Zhu Chuanyan
May 31st wrote an article:
0 24 pairs of socks from 49 yuan to see the business of the merchant
Some readers sent me a private message to me and asked me how to operate this activity in a beauty salon. I just thought about writing an article about the disassembly of this activity in a beauty salon. Many beauty salons can operate similar activities by themselves.
There is no difference between good and bad in any marketing campaign, only essential differences. What is the essence of
channels and terminals?
In May this year, I asked Teacher Nanshan Kongtong a question in Hangzhou Smart Class:
B end or C end, products and services, which is more important,
The reason why I asked this question is because I have been an agent for 12 years. My client is a beauty salon, so I am doing channel business serving beauty salons, and I am facing the B end.
The beauty salons I serve are facing terminal customers, front-line consumers, front-line consumers, and front-line consumers' business, and C-end.
Nowadays, many manufacturers and agents have transformed from channel dealers to opening beauty salons, wanting to break out of the original value chain, let the public know themselves, and go to the front of consumers. Every B-end company has a C-end dream.
I have also seen many beauty salons. I have operated beauty salons for many years, met some manufacturers, came into contact with some product resources, and was unwilling to only make money from services, so I started an agent business. Recruiting teachers and experts to form teams, conduct training and provide education.
Agents do not understand the management and operation of store services, beauty salons do not understand the agent's market strategy and strategy, and do not understand the core differences between the two businesses.
I have seen too many corporate transformations, turning the bow, encountering storms, hitting an iceberg, investing a lot of manpower, material resources, time and energy, and finally I was moved by myself and my business was stranded.
does not understand the essence, and many companies die from transformation. What is the difference between
B end and C end?
B-side business:
0 unit price is large
repurchase is relatively low
decision-making process long
impulse consumption is low
I am operating the brand franchise mechanism . Many beauty salons have visited us and have been inspected for 10 years and 8 years. I have no business staff for so many years, and I have been referring to it by old shop owners. The biggest difference between
B and C ends:
0 decision process long
C end decision is calculated in seconds, while the B end decision is calculated in months and years.
For example: terminal customers want to buy one: smart dry foot bucket is 4,980 yuan, you think it’s a bit expensive. If you really need it, make up your mind and make a monthly salary, and you can buy it easily.
If you want to join a brand, it can range from 30,000 to 30,000 or more. This is not a matter of thousands of dollars. It is just like you and you are impulsive. Considering the amount of tens of thousands, you cannot make decisions quickly. In addition to relying on products, the business on the
B side requires sales and services to grind, consume, and increase relationships, and persuade and influence. The business on
B side is a protracted war, a war of attrition, and a long-termism.
C-end business:
00000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000 Online, it's a little better, how good is it? Decision time 19 seconds .
In order to reduce the cost of making decisions by myself, if the item is broken or lost, we need to buy a new one, and we are all shocked.
When we went to Tibet last year, she was pulled in a restaurant. When the boss made an arc, the boss didn't see him. The driver asked the boss to search for him but he couldn't find him. After confirming that she could not find it, she immediately opened her phone and found the link she bought before and placed an order directly.
Whether online or offline, consumers decide on merchants within 20 seconds.
Nowadays consumers are becoming less and less patient, lazy to listen to you and give you a chance.You said, I'll waste your time for a few minutes, give me some time, and I'll tell you what's good about our product's selling points. When you drink water and clear your throat, the customer turns his head and leaves without looking back.
We know that fish have 9 seconds of attention. In 2000, humans have 12 seconds of attention. By 2013, there were only 8 seconds left. No wonder more institutions that cultivate children's attention are growing like mushrooms after a rain. In terms of attention, people are not as good as fish.
C-end products are the first priority, allowing consumers to have the desire and urge to buy at a glance. The ultimate product, coupled with marketing and content, conquer consumers. The business of
C is a lightning station, polishing products, fighting hard to experience, focusing on customers, using low prices and huge amounts, meeting consumers, and instantly winning them. The essential difference between
B and C-end is not a product or a consumer, but a difference in essential logic.
B-side does not understand the products and experiences of the C-side
C-side does not understand the processes and complexities of the B-side
Do not understand the essence, does not understand the essence, and blindly transform, there is a high probability that it will fail.
49 yuan marketing activity disassembly
understands the essential differences, grasps the core, and has a grasp when doing any marketing activity, and has an operating system and installs software, greatly increasing the probability of successful activities.
Beauty salons are used as C-end, and the characteristics of the C-end:
0 unit price and amount are small
repurchase relatively high
decision-making process short
impulse consumption multiple
socks are consumables, clothing stores, home supermarkets, supermarkets use socks for traffic and monthly store entry rates are very consistent with the industry characteristics.
What kind of product is better for beauty salons to use to attract customers at low prices and retain customers, and it can achieve twice the result with half the effort? There are two principles for reference:
Principle 1: Two highs and one low
Principle 2: Don’t lose your work for a long time
Product selection principle 1: Two highs and one low
We must meet the work standards of two highs and one excellent:
High efficiency
High quality
Low cost
Many beauty salons purchase a lot of propaganda, materials, and products every time they do an event, the event is very lively, and after the cost is calculated, the boss can only knock his teeth and swallow it, want to cry without tears, the cost is extremely high, and there is no profit.
Why do you need to buy and lose money if you buy? Many beauty salon owners lose money and make a name for themselves because they have no cost awareness. They don’t make money here and there, and in the end they don’t make money.
Companies need warm products, some products are made of warm and emotional; the products sold are made of profits.
I respect very much. When he was making the product layout of Taoyuan Fairyland, he divided the products into three types:
universally valuable: Jiyang vinegar, Jiyang water, Taoerqi
warm and emotional (no traffic or no money): mooncakes, honey, oil paper umbrellas, corn rashes
money-making valuable: Zhongnan fairy wine, Huakai Zhongnan
traffic and customer arrival rate products must also comply with the principle of two highs and one low.
Priority selection principle 2: Don’t lose your work for a long time
"Tao Te Ching" says:
Don’t lose your work for a long time
Only by not losing your own foundation can you live long. Beauty salons are used to by agents and manufacturers, no ability to sell themselves. If you lack performance, you will find agents, manufacturers, experts, and teams, from planning, to starting, and going through the process, one-stop service, the advantage is that the beauty salon owner is not a brain-burden on his own, the disadvantage is that the beauty salon has lost the ability to operate independently.
cannot say one-sidedly that beauty salons are not good, or how manufacturers or agents are, they objectively see the two sides of things:
Integrated and divided into two phases
Two phases yin and yang
positively: beauty salons can achieve temporary results, while negatively, they will never have the ability to sell themselves. Beauty salons do not have the ability to sell themselves and have no popularity rate, so they cannot improve their performance and must always worry about their performance.
self-sales are a prerequisite for good performance. I have several partners, and the boss may not be able to explain the profound truth, which is to provide customers with steadily in daily work. On the contrary, she said that customers will buy whatever they want, and their monthly performance is very stable.
Every beauty salon has its own specialty items and categories. There is a saying circulating in the beauty industry: Kreitina's face, Zodenis's back, which means Kreitina is good at facial care and skin care; Zodenis is good at back therapy.
Beauty salons should consider the later transfer card and continuous service when doing activities, and be sure to choose the items you are good at.
My advice is: Those who are good at skin care can combine the monthly collar mask or small spout essence or ampoule, and combine the later instruments and techniques to make subsequent service transfer cards.
is good at doing health care. Physical therapy can combine monthly foot bath bags or moxibustion with warm moxibustion effect, and combine dry foot bucket photon bed for subsequent service transfer cards.
can only have long-term benefits if combined with subsequent service transfer cards. 90% of the profit is on the backend, providing customers with after-sales service, and performance increases by 2-3 times. How much is the right card for
?
Many beauty salons ask, how much is the right price to sell for a card that can get a product 12 times? This question is left to the smart beauty salon for answering it yourself. Welcome to leave a message and express your opinions.
Beauty salon performance double consultant case cost: 100,000 yuan a year [the price will continue to increase in consultation].
In the future, we will continue to work together:
Promote traditional culture
Disse smart health
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