marketing of beauty salons, most is not optimistic about the case and thus survival difficult, accounted for a considerable number of the closure.
beauty salons to based on the market, marketing products successfully, first product or service you want to attract consumer attention.
in all walks of life growing homogenization of the product today, when beauty must develop products based on innovation, in operation in the process of creating a differentiated advantage to achieve optimal combination of business, product and price, and create a new market. While constantly featuring new products, develop potential consumer demand, customers seeking new growth points. Truly no one I have, and I have excellent!
due to near 20 years development in the, we and international beauty salons products market exists above many gap, high-end consumption group has has such of cognitive—–a beauty salons, a SPA Club, as long as with of beauty salons products is imports original of, is high-end of, if with of is domestic of, that on is not I to consumption of, such of cognitive Basic is difficult to then changed, so in capital near 100 home high-end Club in the, can select domestic brand of, Are health preserving of traditional Chinese medicine, and in addition to the consumption of traditional Chinese medicine and make this consumer group selection technique of domestic brands worldwide, it seems that, at present it is difficult.
as a beauty salon, its product structure are mostly ordinary, mostly on the function orientation whitening skin care, such as slimming, speckle-removing beauty, which is really bland in the beauty salon. Therefore, many beauty salons have to follow a differentiated marketing road cut into the professional market and create a strong brand of the professional, to form . a brand, product, brand, profits of four in one structure.
however, Lan Gezhi Ocean international marketing consultants have different views on this. From thought Shang see, some enterprise hope through differences of of market positioning, in industry in the for specific market build specialization of brand, from with mass of of competition pattern in the stand out from the, this is a section leads to fast growth of correctly direction, but, if continues to used immutable of policy subdivision market for marketing positioning, will beauty salons brand playing caused and other enterprise similar of professional brand of thought, undoubtedly, no jumped out circle to, exists 4 a limited:
a, and Market limitations. Beauty salon diversification of consumer buying behavior and attitudes, market products, and hard to come out in the homogenization of competition in the market, require a differentiated marketing strategies.
the second, size limitations. Beauty salon market positioning and defining exception clearly, has a population of particular instability and customer, a beauty salon to make scale and need differentiated product positioning, in part to attract potential consumer market, improving the overall level of profitability.
three limitations, competition. Flagship brand in the market and the low end, the emerging dual pressure on beauty salons, Wolf and Tiger then before the competitive landscape, beauty salons to taking the road of innovation, differentiation, out of troubled situation.
four, limited opportunities. Because the market is relatively narrow, ability to resist risks considerable decline, therefore lost part in domestic and international market competition of beauty salons favourable opportunities.
in fact, China beauty salon room capacity and development of the market itself is impressive, but all kinds of brand very decentralized, very extensive marketing system, the overall level of competition is still exists at the lower level, resulting in beauty salon in larger opportunities seem to make ends meet. For the moment, beauty salons overall marketing mode of operation is very extensive, essentially relying on imitation launched homogenization of the product.
patterns of old, the product of a single, just on price-driven, resulting in beauty salon ‘ perception of the market is very weak, in fact, the beauty parlor can rely on marketing operation of the system to enhance the core competence, having to go through a narrow market segment strategy to operation. If the positioning in the effectiveness of the single market segment at this stage, only homogeneity and ignores differentiation, equal to the market too early will limit ourselves to a limited space, and thus lose more mass market, and will also lose opportunities for rapid growth.
market is an arena, the same vagaries. Enrollment dropped, the full set of all bets are off case many times, so I need is a more accurate planning and keen perception of the future. A new product, market, for consumers, for everyone was unknown, but each brand experience from strangers to success. From unknown to the brand’s success is a question worth exploring.
marketing process is not still of plane or form of changed and adjustment, but a dynamic sexual of products and market Bo David in the by deductive out of balance State, products apart from inherent quality of perfect, and technology content of leading and production technology Shang of advanced outside, while it needs has difference Yu similar opponent unique of positioning, and selling point and differences of of operation mode, in other words, is to has core competition advantages; on the, most main of key is cannot all of energy, and Material properties of the material and financial resources around the product itself racked and need to consider the advantages of internal and external marketing methods in resource integration on the basis of fully demonstrate personal traits. In order to achieve balance between inside and outside, and through a variety of butt gap on both sides fully make up for the dynamic adjustment, so as to avoid the resulting market risk.
, based on this philosophy, we came up with finding differences, and vivid, ask for help in three ways.
the first path: differentiation is based
father of Michael e. Porter on competitive strategy points out that, to survive in the market competition of beauty salons, or have the cost advantages or implement differentiated strategies have differences to market in order to remain invincible in the competition.
beauty March products tend to have more mature market, has a mature brand and mature business and consumers, in this case, a new product if that break the rules, does not have an attractive at all reflect the difference, then waited for him must be buried in the market. In all walks of life growing homogenization of the product today, when developing a product must be based on innovation, in operation in the process of creating a differentiated advantage to achieve optimal combination of business, product and price, and create a new market. While constantly featuring new products, develop potential consumer demand, customers seeking new growth points.
hence, a new product you want to market, create brand, in addition to excellent product quality, you must also read the market, adopting a flexible marketing strategy. Only flexibility in the use of differentiated marketing means to exploit market and mining market in order to achieve greater market share, competition in the market in an invincible position in the strong opponents such as the forest.
more information is contained in the rose of life hand in hand with international capital giant
philaine new woman of extension systems process worry-free