The beauty industry is closely related to our daily life, and its development speed is even faster than that of real estate and IT, and its overall economic benefits remain good. In such an industry with huge business opportunities, there are few well-known brands. The 21st century is the era of experience economy. Under the background of new economic form, beauty enterprises should change the traditional marketing mode into experience marketing if they want to seize the opportunity and develop continuously. The following is the marketing strategy I have compiled for the beauty service industry. Welcome to refer to it!
1. Overview of the theoretical research on experiential marketing
1. Review of the theoretical research on experiential marketing at home and abroad
Since Alvin toffler, a famous American futurist, first put forward the concept of "experiential economy" in his book The Impact of the Future in 19xx, the world economy has experienced agricultural economy, manufacturing economy and service economy successively, and now it is turning to a new development trend-experiential economy.
In 1998, Joseph Pine and James gilmour published an article entitled "Welcome to the Era of Experience Economy" in Harvard Business Review, which marked the arrival of experience economy. Pine and gilmour are therefore known as the originator of experience economy. A year later, in the book Experience Economy published by Harvard Business School Press, they systematically expounded the theory of experience economy for the first time. They believe that every employee and customer of an enterprise plays a different role just like an actor in a drama, and the enterprise must choose the right employee to play the right role in order to achieve the ideal effect. In 1999, Bernschmidt was the first to put forward the concept of experiential marketing, and put forward the concept of "sensory experiential marketing", holding that experiential marketing is "a marketing and management model driven by experience". In 22, Joseph Pine and James gilmour thought that experiential marketing was "redefining and designing marketing concepts from five aspects: consumers' senses, emotions, thinking, actions and relevance", and they first put forward the concept of "experiential theater". In 24, Bernschmidt elaborated the experience theater and role theory in his Experience Marketing, and further improved the experience theater model. He believed that the enterprise is the performer, the workplace is the theater, the experience is like a drama, and both customers and experience marketers have certain roles in the experience theater.
The research on experiential marketing in Chinese academic circles started relatively late, and it just started at the beginning of the 21st century. Zhong Caibang's experiential marketing model is based on "customer satisfaction = customer experience value-customer expectation value". Scholar Liu Hong (25) put forward the "SHUP" model of experiential marketing. Hear thinks that experience is mainly composed of four links: seeing, hearing, using and Participate, and experiential marketing focuses on consumers' senses and feelings of action. Fan Xiucheng and Chen Yingyi believe that "the core concept of experiential marketing is not only to provide customers with satisfactory products and services, but also to create and provide them with valuable experiences". Guo Guoqing believes that "enterprises should design marketing concepts from senses, emotions, thinking, actions and relevance, and use products or services as props to stimulate and meet customer experience needs, so as to achieve the marketing model of enterprise goals." Wang Long and Qian Xuchao believe that experiential marketing is a social and management process based on consumers' pursuit of personal value, guided by satisfying consumers' experience of ideal life mode, and providing products and values for exchange through the conceptual guidance of experience demand. Scholars Wang Tao and Cui Guohua believe that experiential marketing means that enterprises create an atmosphere and design a series of events to make customers become one of them to "perform" heartily. In the process of "performing", customers will have a profound and unforgettable experience because of their active participation, thus transferring value to enterprises for the obtained experience. In addition, Ma Lianfu combined with many classic cases of enterprises and discussed the feasible strategies for enterprises to implement experiential marketing. He believed that enterprises could maximize the marketing process of creating value for customers by making full use of the props of products or services on the basis of meeting customers' experience needs. Xiao Jianzhong and Xiong Xuehui's Experiential Marketing ―― Ten-times-fast Profit-making Model of Popular Beauty (Renmin University of China Press, 25) deeply analyzes how China local enterprise ―― Popular Beauty successfully implements experiential marketing, which can be regarded as a practical classic of experiential marketing in China.
2. The connotation of experiential marketing
This paper draws lessons from scholars Wang Tao and Cui Guohua's understanding of experiential marketing, that is, enterprises create an atmosphere and design a series of events to urge customers to become one of them to "perform" as much as possible, and customers will have a profound and unforgettable experience because of their active participation in the process of "performing", thus transferring value to enterprises for the experience gained. Experience marketing aims at providing customers with valuable experience, and tries to attract and retain customers and gain profits by meeting consumers' experience needs. In the experiential marketing model, the role of the enterprise is to set up the stage and write the script, the role of the customer is the actor, and the interest link between the enterprise and the customer is the experience. Enterprises consciously take the service as the stage, the in-store facilities and products as props, and through careful design, the guests are integrated into it in a personalized way, thus forming unforgettable events.
second, the beauty service industry and experiential marketing
1. The development status of the beauty industry in China
(1) The development speed is fast and the market demand is large. The beauty industry as a whole presents the characteristics of leap-forward growth in scale, rapid improvement of technical level, rapid expansion of employment scale, rapid increase of salary level and substantial increase of operating income. In 27 alone, the output value of the beauty service industry reached about 3 billion yuan, with more than 12 million employees in the industry. In 28, when the global financial crisis broke out, the beauty industry continued to develop at a rate of 23.8%, achieving an industrial output value of about 32 billion yuan and a profit growth rate of 37.9%, ranking first among all walks of life, with 11.2 million employees nationwide. At present, more than 2 million people in China are engaged in beauty and related industries. The average annual development rate of beauty industry is above 3%, and those high-level enterprises are developing rapidly with an annual growth rate of 5%, which is already in a high-speed development stage.
(2) The knowledge level and comprehensive quality of employees are low. The entry threshold of beauty industry is relatively low, and the education level of employees in most beauty enterprises is generally low. Among them, about 38% have junior high school education or below, over 5% have senior secondary school education, and only about 11% have junior college education or above. In today's highly developed material civilization, people attach great importance to health, sub-health, diseases and aging. How to resist aging, how to resist the occurrence of diseases and how to adjust sub-health to a healthy state so that it does not develop into diseases has become the focus of consumers' general concern. This puts forward higher and more professional requirements for the practitioners of beauty salons. They should not only know the basic medical knowledge, but also be trained in medical beauty and life facial make-up knowledge and master the operation skills of beauty projects skillfully. The trend of integration of medicine and beauty puts forward higher requirements for beauty salons. However, the complicated structure of employees and the low level of knowledge and comprehensive quality have become the bottleneck restricting the rapid development of the beauty industry.
(3) The level of industrial structure is relatively low, and the vitality of enterprises is short. At present, the distribution pattern of the nature and structure of domestic beauty institutions is: private (including individuals) accounts for 92%, foreign-funded enterprises account for 4%, state-owned and state-controlled enterprises account for 3%, and others account for 1%. Private enterprises are generally small in scale, lack of funds, backward in technology, poor in customer service awareness and irregular in service. A large proportion of private enterprises in the industrial structure lead to the industry showing the characteristics of "small, scattered and chaotic". According to incomplete statistics, there are more than 1.8 million beauty institutions in China, of which more than one-third are closed and opened every year, less than one-third can really make money, and about one-third of enterprises are barely maintained. The rapid metabolism of the industry is beyond the reach of other industries.
(4) The enterprise's management concept and mode are backward. Most beauty companies are confused in the choice of business philosophy and business mode. They can't objectively evaluate themselves, then make an accurate positioning, find a new way in the highly competitive market, find a space of their own, establish their own brands, and just blindly imitate the practices of other companies. This follow-up model seems too passive. Proper training and education for employees can convey correct beauty knowledge to customers, which is a basic accomplishment of beauty salons. Because the more professional customers are, the more they can agree with the operators' practices, which is of great benefit to the management of beauty salons. However, in reality, most beauty companies have no corresponding training and education support system for their internal employees because they are afraid that their trained employees will quit their jobs or set up another portal to grab customers after their studies, which makes it difficult to improve their service technology and service level, let alone launch new service projects to meet the changing consumer demand in the market.
2. Applicability of experiential marketing in the beauty industry
In the era of rapid information development, more and more newspapers, magazines, internet and other media have carried out detailed and extensive dissemination of beauty knowledge, and consumers are no longer so pale in the field of professional beauty knowledge. Secondly, the world's top well-known cosmetics brands hold popular beauty knowledge lectures and live demonstrations from time to time, which make consumers have a deeper understanding and understanding of beauty, and they have higher requirements for products in the beauty service industry and the professional quality of beauticians. In addition, the fierce competition among various beauty brands is constantly prompting consumers to become more mature and rational.
The maturity and rationality of the consumer market make more and more consumers make it a living habit to pursue professional, personalized, high added value and high comfort regular maintenance. The change of the market forces customers not only to have new requirements for the service quality of beauticians, but also to pay great attention to the equipment and the atmosphere created by the internal environment of beauty salons. It is also hoped that beauty salons can often provide a lot of information about health care. In this case, it is obviously difficult for beauty enterprises to continue to adopt the traditional business model to form lasting competitiveness. Only by introducing experiential marketing, can customers feel the professional and high value-added services delivered by the enterprise in their personal experience, immerse them in it and leave an unforgettable impression, so as to meet their experience needs to the greatest extent, can they cultivate their loyalty to the enterprise, and then achieve the ultimate goal of the enterprise.
third, how to introduce the experience marketing strategy into the beauty service industry
Guangzhou Dizi Technology Beauty SPA Life House is a beauty and body SPA life house wholly owned by Hong Kong Jiahong International in Guangzhou in 2xx. In a short period of two years, in the face of the fierce competition in Guangzhou's beauty market, Dizi Technology Beauty SPA Life Museum soon has a large number of loyal customers, and has opened two branches in high-end residential areas in the city, and there is a trend of continuous expansion. This paper analyzes the experience marketing of Guangzhou Dizi Science and Technology Beauty SPA Life Museum, and then puts forward the strategic choice of the beauty service industry in implementing experience marketing.
1. Experience Marketing Analysis of Guangzhou Dizi Technology Beauty SPA Living Hall
In marketing theory, 4P combination strategy is a very effective marketing strategy tool. In the research of Experience marketing, Chinese scholars Wang Tao and Cui Guohua put forward the five-es combination strategy of experience marketing, namely, experience, Environment, Event, engagement and Effect. This paper analyzes the experience marketing of Guangzhou Dizi Technology Beauty SPA Life Museum from these five aspects.
(1) experience. In the combination strategy of experience marketing, experience is the most basic element, which refers to what kind of experience the company will provide to customers, just like the products in the 4P combination strategy. Schmidt believes that experience includes five types: feeling, feeling, thinking, action and connection. The experience perceived by consumers is often the overall feeling produced by the organic interweaving of these five forms. Therefore, enterprises should find a core experience point when designing experience products, and then expand the combination of experience lines on this core point. Dizi Beauty SPA Life Museum aims to convey a super-value beauty enjoyment to customers. Therefore, it requires its beauty products, beauty service projects and beautician's service technology to be professional. First of all, it has launched different series of beauty services according to the different beauty needs of customers. All products and corresponding instruments and equipment come from high-quality Italian formulas. Secondly, most of Dizi's beauticians graduated from professional beauty colleges, and some beauticians even graduated from regular medical schools. Beauticians have rich professional knowledge, excellent skills, gentle techniques, a sense of responsibility, always thinking of customers and giving advice and suggestions at the right time, neat clothes, paying attention to self-maintenance, and also have certain medical knowledge. These beauticians with high comprehensive quality are helpful to help customers analyze their own skin and physical condition, so as to correctly choose appropriate products and care items. In addition, all new products and new instruments and equipment in beauty salons are tried out by the Di Zi people themselves before being recommended to customers for use, and then given to customers when they are absolutely safe.
(2) situation. The so-called situation refers to the "performance stage" created by enterprises for customers, that is, the external environment generated by experience. For example, the interior decoration environment of beauty salons. With the improvement of people's living standards and the development of modern beauty industry, a single beauty service can no longer meet the increasing consumer demand of customers. Beauty salons have become a place for people to release pressure and adjust their mentality, and a leisure lifestyle. Therefore, beauty salons should intentionally incorporate certain artistic elements into the decoration of the internal environment, use color matching and auxiliary decoration to create different styles and create different emotional appeal, so as to meet the different needs of different consumers for beauty. The unique place of Dizi Beauty SPA Life Museum is its rooms, which are not as pale and monotonous as those of other beauty salons. The rooms of Dizi Beauty SPA Life Museum are mostly named after beauticians, and each room has a theme, and all kinds of furniture corresponding to the theme are arranged in the room. This highly humanized design creates this kind of atmosphere experience that can bring perfect enjoyment to customers in spirit.
(3) events. Events in experiential marketing refer to setting up a series of performance programs for customers, guiding them to participate in them, so that customers can get the most authentic experience, thus forming a clear concept and positioning in their minds. For the beauty industry, it means that beauty salons must carefully design a set of beauty care procedures. Dizi Beauty SPA Life Museum aims to provide customers with value-added services, which are vividly reflected in its nursing procedures. Before the formal service project is implemented for customers, the beautician of Dizi will give customers a small care for different parts of the body, and the content of this small care often changes according to different seasons. In the Dizi Beauty SPA Life Museum, customers are not only unforgettable, but every time.