2010发廊管理市场新思维

美发***

2010年市場新思維(一)
美髮業經歷了市場寒冬，在明年可否找到新的經營方向，個人提供一些看法供大家参考。
首先要了解你在市場的定位！

    所謂的市場定位是指；店的目標客戶群、技術商品跟市場的差異性及市場價格競爭，三個主要因素組成。技術商品會隨者時間不同產生不同的流行，技術商品與公司在市場有無競爭優勢有絕大相關！要注意市場價格競爭，但不一定要隨之起舞，了解自己店的目標客戶群及技術商品跟市場的差異性更重要，以專業取得優勢，接受並突破舊有觀念及先天環境限制，才會有更寬廣的道路。

影響市場定位的依據為：
1、經營趨勢：

    就是人們常說的市場現象，是大勢所趨的市場走向！
發現很多沙龍只在意價格競爭，而沒去了解自己的優勢。低價競爭當然要秀價格吸引顧客，但市場上仍有60%以上的店經營者不會以價格競爭為導向。簡單講就是表面看到的是價格戰，穩定的經營者卻是經營顧客的族群(質)在努力。


2、店體質：
   

是市場定位的依據，就是店的經營實力，包含技術能力，服務人員素質，店的經營氣份，顧客的專業教育等，這些都是改變店定位的方向。

3、經營決策：


    也就是經營方向，是企業獲利的指標。定位是在顧客心中建立的形象，決策是經營獲利的指標，定位不能也不會影響決策的。


4、消費低迷的社會現象：
   

    在消費低迷的市場，商品比價絕對會影響市場的經營，社會現象會經常製造問題給經營者、但也製造機會給經營者。名牌清庫存，下殺一折還要1990元，消費者瘋狂搶購。百貨公司VIP封館，創造業績新高峰。消費族群不同，當然不同的促銷。

5、景氣好壞的影響：


    價格取決顧客消費水準，創造物超所值的環境或唯一性的推崇是當務之急。市場基本上是消費所形成的，而景氣好壞正是影響消費能力重大因素，也會影響消費水準及市場定位。就文字解說，景氣好賺錢容易花錢就比較捨得，景氣不好有錢不敢花，沒錢的生活不好過省點花，當然會影響消費者消費意願。
2010 new market ideas (1)
Hairdressing industry, the market experienced the cold of winter, in the next year, whether or not a new business direction for the individual to offer some ideas for your reference.
We must first understand your position in the market!

    The so-called market positioning means; store target audience, technical product differences with the market and market price competition is composed of three main factors. Technology products will produce different at different times over by the popularity of technology goods and availability of competitive advantage in the market have a great related! Should pay attention to the market price competition, but not necessarily have to follow dance, understand their target audience shops and technical products with the market differences are more important to achieve a professional advantage, to receive and break through the old concepts and inherent constraints, only there will be a broader way.

Affect the basis of market positioning as follows:
1, business trends:

    Is often said that a market phenomenon, is a general trend of the market trends!
Sharon found that many only care about price competition, but did not go to understand their own strengths. Low-cost competition, of course, show prices to attract customers, but the market there are still more than 60% of the shop operator will not price competition-oriented. Simply, it is the surface to see is the price war, a stable operator is operating the customer groups (qualitative) in their efforts.


2, shop constitution:
     

The market positioning based on the strength of shop operations, including technical competence, service quality, store copies of the operating gas, customers of professional education, etc., which are positioned to change the direction of stores.

3, management decision-making:


    That is the direction business is corporate profit targets. Positioning is the image of the customer and build up their decision-making is the operating profit target, positioning can not and will not affect the decision-making.


4, consumer downturn social phenomena:
     

    Downturn in the consumer market, commodity price ratio will definitely affect the market operation, social phenomena will always create problems to the operators, but also create opportunities for operators. Brand clear inventory, but also to kill off a 1990 yuan, consumers snapped up crazy. VIP department stores closed for creating performance to new heights. Consumption of different ethnic backgrounds, of course, different promotions.

5, the climate good and bad effects:


    Price depends on customer consumption levels, the creation of value for money of the environment or the uniqueness of the esteem is a priority. Consumer markets are formed, while the economy is good or bad a significant factor affecting spending power will also affect the consumption levels and market positioning. On the text, when times were good easy money is more willing to spend money, not the economy did not dare to spend money, no money while saving the lives of well-off flowers, of course, will affect consumer spending.

美发***

2010年市場新思維(二)


市場區隔
一、掌握精選的高階客層
1、族群分類
找出富族和新富族的消費差異。由於景氣不佳，有這樣的說法；在台灣掌握大多數金錢的消費者年齡都在50歲以上，投資與獲利的空間被壓縮，口袋裡有錢自然不敢亂花，消費低迷就成正常現象。


    美髮消費在富族的消費支出中所佔比例不大，吃一餐飯的費用足以在沙龍消費2個月以上，要了解他的消費特性經營並不難。新富族是指年輕的消費族群，這類族群消費力驚人，名牌包包是消費指標，消費可以萬元起跳，這類族群背後的消費動機與設計師選擇皆有脈絡可循。


2、轉介紹
    由精選市場的伴侶(家人)間接掌握精選市場。能讓顧客介紹顧客是設計師能不能紅牌的關鍵因素，順序由家人、父母、兄弟姐妹、朋友、同事等…


3、創新商品及服務流程
    生意要好沒師傅，技術好是基本工具，服務好自然就有機會成名店、名師。技術流行趨勢提供及操作的精準度就是技術好(越是紅牌的技術老師對於教剪髮的技巧與教學髮型的精準度，自然讓學生易懂)，要吸引高消費階層的資訊(流行新商品、髮型)、是設定高消費階層重要的服務。


4、舉辦SP活動
    SP活動是製造富族與新富族互為推廣的指標。再好的商品推出，必定要創造消費需求及誘因才能順利推廣，適當的促銷活動是絕對必要的，活動快訊是要讓你精心準備商品做推廣，也讓顧客有機會接受專業教育及養成消費習慣。



二、建立品牌獨佔性
1、美麗因素
    找出商品最為人看重的考慮要素－技術功能。顧客來沙龍消費絕對是追求時尚與美麗，店或設計師的風格是絕對有辦法創造的，各項營業項目的理念，技術精準度，設計師對美麗感覺的堅持與信念是建立品牌的重要因素。


2、強力複製商品
    改善技術商品弱點，就需要強力複製商品，就是技術精準度，(限量名牌包會成為搶手貨，是因為外觀設計、質感、車工精細、每個包包品質都一樣高)。強化消費者信心是從業人員該做的事，每一款髮型都是經過精心設計，都是專屬創作(相同的髮型套用在不同人的身上會有不同的風格，在善用頭型四個區塊的不同設計)，大師就是你。
2010 New Market Thinking (2)


Market Segmentation
First, grasp the selection of high-end customer level
1, ethnic classification
Find rich family and the new rich ethnic differences in consumption. As the poor economy, there is such a statement; in Taiwan, to master most of the money, consumers are in over 50 years of age, investment and profits of the space is compressed pockets of natural not squandering money, consumer downturn on its normal phenomenon.


    Hair consumption in rich family of small proportion of consumer spending, the cost of enough rice meal Sharon consumption more than 2 months, to understand the characteristics of his consumer business is not difficult. The new rich family refers to the young consumer groups, these groups spending power amazing, brand name bags consumption indicators, consumption can million take-off, this group of consumer motivation and designers behind the choice Jieyou paths to follow.


2, transfer Introduction
    Select Market by a partner (family) indirect control Select Market. Enabling customers to introduce designers to be able to red card customers are a key factor in the order from the family, parents, brothers, sisters, friends, colleagues and so on ...


3, innovative goods and services flow
    Better business, not the master, technical good is the basic tool, provides a good service have the opportunity to become a natural, diners teacher. Technology trend is the provision and operation of precision technology, good (more red cards for a teacher to teach the technical skills and teaching hair cutting hair accuracy, natural for students to understand), to attract high-spending segments of information (popular new products , hair), is set to upscale important service.


4, organized by SP events
    SP activity is to create rich communities with new rich family to promote each other indicators. Even the best product launch is bound to create consumer demand and incentives in order to successfully promote the appropriate promotional activities is absolutely necessary, activity alerts to let you have carefully prepared to do the promotion of goods, but also give customers the opportunity to receive professional education and develop spending habits .



Second, establish a brand exclusive
1, the beautiful elements
    To identify the most valued commodity to consider the elements - technical function. Customers come to Sharon's pursuit of fashion and the consumer is absolutely beautiful, shops or designer's style is definitely there are ways to create the various Business ideas, technical accuracy, designers of the beautiful sense of perseverance and belief is an important factor in brand building .


2, strong replication products
    To improve the technological commodities weakness, we need a strong replication of goods, that is, technical accuracy, (limited edition package will become a brand name in hot demand, because of design, quality and precision lathe, each bag is the same quality and high). To strengthen consumer confidence is employed to do things, and every hair is carefully designed, are the exclusive creation (the same hairstyle apply different people have different body styles, in the use of the first type 4 zone blocks of different design), the master is you.

美发***

文章由美一天论坛翻译