Many store operators have followed the trend of introducing, mainly for the face and the five senses of plastic surgery projects, such as scarless bags under the eyes, scarless double eyelid molding hyaluronic acid rhinoplasty, laser blemishes and other minimally invasive surgery, as well as water light injection, photorejuvenation, Thermage, Botox and other life beauty class "light medical beauty" project.
The former is purely to make a lot of money by this, the latter is to help stores lock middle-class customers and improve profits.
Thus, the light medical beauty program on the shelves of the consideration criteria, is the store's operational results rather than the level of professionalism. Many store owners and service staff do not come from medical aesthetic disciplines, are unfamiliar with the program, and lack judgment about the promises of medical aesthetic partners.
"Light medical beauty" is about fashion, speed and convenience, and pursues the advantages of minimizing risk and shortening the repair period, winning the favor of many beauty seekers. In fact, if the operator blindly follow without business qualification, it will leave a lot of hidden dangers for the store, which will offend customers and cause commercial disputes; or be investigated and closed down.
We most often say that the light medical beauty "four black", namely "black place" "black training" "black doctors
We most often say light medical beauty "four black", namely "black place", "black training", "black doctor" and "black instruments".
Black places, that is, there is no practicing qualification places; black training, that is, 3 days and 2 nights, after watching the video tie the chicken leg on the operator; black doctors are those who do not have a reputation, but once packaged on the price of a hundred times the "Tourist doctor"; black equipment is imitation of shoddy products and cottage of cheap medical equipment.
How do they threaten and harm brick-and-mortar stores?
1. Only sell the product: the price is too low, too many cats and dogs
Users of light medical products, most of the products do not understand, or product knowledge only from the sales staff, there is no clear understanding of the product pricing, and there is no way to distinguish between the product advantages and disadvantages and the authenticity of the product.
This leaves enough profit margin for stores to solicit customers with low prices.
Taking the botulinum toxin needed for "face-slimming injections" as an example, China has only approved the listing of two injectable botulinum toxin type A, which are the domestically produced HengLi from Lanzhou Institute of Biological Products and the imported BOTOX from Allergan Pharmaceuticals Ireland. BOTOX). And designated distributors are also very limited, stores are almost impossible to get these products through regular channels, and the market is particularly hot "South Korea imported" thinning needle, there is no batch number in the country, the source is also unknown.
Taking the most conventional hyaluronic acid injection in light medical beauty as an example, the common charge of the third-class hospitals is about 5,000 yuan per injection. Legitimate hyaluronic acid injection retail price, pricing generally have to be more than 2,000 yuan, once the supplier to abandon the morality, imitation and forgery, will get close to 10 times the profit, if you go to the unlicensed small workshop to get the goods, the profit is even higher.
Many anxious store owners, so in the "pit customers" on the road farther and farther.
2. Direct operation: easy to safety accidents
Eager to try light medical beauty to make money in front of the store backyard, riding the wave of consumer "consumer upgrades", the content of the service is also "upgraded", the backyard not only to experience the product, but also introduced The backyard can not only experience the product, but also introduce light medical beauty fee program, or light medical beauty program included in the package of selling cards. As the backyard and consumers have more intimate "physical contact", easier to lock and persuade customers, consumers in the absence of verification of their business qualifications and beauty guide practice qualifications, it is easy to pay to try.
Once an accident occurs, the person concerned will basically go to the door to make trouble, the customer is frightened, the most direct reaction is to inquire about the cause of the trouble, and even after hearing both sides of the content of the negotiations, you can probably understand the ins and outs of the matter, one after another, after spending the money to not come.
3. To be the middleman: customers feel deceived
There are also some store owners, do not dare to take orders directly in the store, with the "famous doctor" or micro-merchants cooperation, only to collect kickbacks, so that customers go to the "doctor" or micro-merchants in the hotel! "Injection". The product is good or bad, real or fake, qualified or not, all depends on the conscience of the other party.
Such a simple and rough way to send customers out, once the customer accident or dissatisfaction, although the store can avoid part of the responsibility, but the loss of customers is almost inevitable.
4. Open training to sell courses: package graduation, not package professional
In addition to the above three ways to realize, there is a scourge of peers to realize the way, that is, selling courses. The doctor invited may be a professional, the video played is also a professional, products, equipment may also be of superior quality, the only graduate students, must be unprofessional.
During the period, they will also promote and sell some low-priced and low-quality, but packaged as "original import" products for sale, to get more gross profit.
Mastering the operation of the project is only one point of the whole course, there are sales training, promotion training, product training, incentive training, etc., not only teach students product knowledge, but also the use of the product operation, as well as how to sell the product, from the 0 basic into the beauty store master, a one-stop service.
This 20 years, the beauty beauty industry's booming, so many stores rely on information asymmetry to make money, with the popularity of the new retail, the new middle-class consumers on the overall beauty industry consumption of opinion leaders, this way of making money will be less and less, more and more difficult to play a role, away from the speculative, return to the essence of the service, is the way of long-term development.