提及美业,相信业内人士关心最多的就是美业的营销模式,而美业作为一个万亿级市场,也从2020年开始得到了更多投资人的关注。

Referring to the US industry, it is believed that the most concerned in the industry is the marketing mode of the United States industry. As a trillion level market, the United States industry has also received more investors' attention since 2020.

随着互联网在各行各业的广泛应用和企业的被迫转型,许多传统的营销模式开始被更新替换;而美业作为一个重营销重渠道的实体服务行业,也逐渐被互联网思维带起要变天了的迹象。

With the wide application of Internet in all walks of life and the forced transformation of enterprises, many traditional marketing models have been replaced; and as a real service industry, which emphasizes marketing and channel, the United States industry is gradually taken by Internet thinking to take the signs of changing.

美业现状:获客成本平均值较高

The current situation of American industry: higher average cost of customers

美业包含的细分行业较多,主要包含医美、生美两大方向,医美较为固定,目前市场基于医美行业主要着重项目和模式上的创新,而生活美容区别于医美,人们对生活条件的追求越来越细化、美业也逐渐成为高频刚需的行业,护肤、形象管理等板块都延伸出更细化、更精确的专科。而医美目前在我国还处于发展早期,市场监管的空白以及行业定价乱象均出现了野蛮生长,并不时爆出危害消费者健康及财产安全的问题。

The beauty industry contains more sub sectors, mainly including medical beauty and health beauty. Medical beauty is relatively fixed. At present, the market is based on the innovation of project and mode in medical beauty industry. While life beauty is different from medical beauty, people's pursuit of living conditions is becoming more and more refined, and beauty industry has gradually become a high-frequency and just needed industry, Skin care, image management and other sectors are extending more detailed, more accurate specialized. At present, medical beauty is still in the early stage of development in China. The blank of market supervision and the disorder of industry pricing have been savage growth, which has not been a time when the problems that harm the health of consumers and property safety have emerged.

纵观美业全局,获客成本高、转化率低是当下最主要的问题,而提高美业机构的运营效率、以人为本、以体验感为核心出发也是在激烈竞争、行业转型中崭露头角的重要途径。

Looking at the overall situation of the United States industry, the most important problems are high cost of customers and low conversion rate. Improving the operation efficiency, people-oriented and experience oriented of the American industry organization is also an important way to emerge in the fierce competition and industry transformation.

行业数据表明,2020年度美业营销模式中,传统的广告引流获客成本偏高、以平台导流及自建流量池获客的方式逐渐被越来越多的机构使用,且效果比传统广告更有效。在各行各业转型互联网的时代,美业作为实体服务行业转型互联网+管理+营销成为了必然趋势。

Industry data show that in 2020, the traditional advertising drainage and customer acquisition cost is higher, and the way of platform diversion and self-built flow pool is gradually used by more and more institutions, and the effect is more effective than traditional advertising. In the era of Internet transformation in all walks of life, the transformation of Internet plus management + marketing as an entity is becoming an inevitable trend.

针对美业数字化转型这个话题,近日专做美业系统的项目——增长公元,便是为美业机构提供集店务、预约、数据及营销的SaaS系统,从而通过线上管理-预约到店-裂变留存等多种互联网营销模式来解决行业痛点提高行业整体运营效率。

In view of the topic of digital transformation of American industry, the project of American system - growth ad recently is to provide SaaS system for the American industry institutions to collect store affairs, appointment, data and marketing, so as to solve the industry pain points and improve the overall operation efficiency of the industry through various Internet marketing modes such as online management, reservation to store and fission retention.

助力美业增长:增长公元从系统功能出发解决美业获客难题

Helping the growth of the US industry

“增长公元”的诞生要从2008年开始说起,在那个电商还假货横行、各行业还没有营销概念、实业仅凭时运和努力就可以发横财的年代。也就是在这个时候,最早一批服务B端企业的开发公司开始诞生,而增长公元的前身也开始悄无声息的应运而生。

The birth of "growth ad" should begin in 2008, in that era when e-commerce still has counterfeit goods, and there is no marketing concept in all industries, and the industry can make fortune only by the time and effort. That is, the first batch of development companies serving b-end enterprises began to be born, and the predecessor of growth ad began to emerge quietly.

增长公元在2008开始着手做B端企业的工具型软件,组建了自己的技术团队,一直以来的愿景都是帮助实体企业达成数字化转型,让更多的企业能到互联网当中来,截止到现在有13年的开发经验;随着互联网的普及和发展,互联网的应用也更多的在于为消费者提供更方便快捷的服务、以及越来越优的体验。

Growth started to be tool software for b-end enterprises in 2008, and established their own technical team. The vision has been to help real enterprises achieve digital transformation, so that more enterprises can come to the Internet, and have 13 years of development experience up to now; with the popularization and development of the Internet, The application of Internet is also more in providing convenient and fast services for consumers, as well as more and more excellent experience.

美业获客模式一直以来比较依赖线下推广,随着市场陆续开拓了入驻本地生活等三方平台引流的端口,逐渐发展到现在的美业新营销时代,也正是美业获客模式大变革的时代。“增长公元”也正是因为具备服务美业机构5年+的经验,深知美业获客模式变革的大趋势,在特殊的2020年成功问世了专注美业的一站式营销系统,研发过程中的时间成本及技术成本每年增长幅度也比较大,但最终的目的是为了服务美业市场,为美业机构的获客难题、管理难题、多店运维、多级裂变、渠道分销等现实问题、提供强有力的运营工具,在美业市场面临不得不转型的时代,专心打造增长公元的核心竞争力,致力成为美业市场刚需的SaaS系统。

The mode of American industry has been relying on offline promotion. With the development of the market, the port of three-party platforms such as entering local life has been opened, and gradually developed to the new marketing era of American industry, which is also the era of great change of the customer acquisition mode of the United States industry. "Growth ad" is also due to the experience of serving the United States Industry Organization for 5 years, and knowing the trend of the transformation of the customer-oriented mode of American industry. In special 2020, a one-stop marketing system focusing on the US industry was successfully launched. The annual growth rate of time cost and technology cost in the R & D process is also relatively large, but the ultimate purpose is to serve the American market, To provide powerful operation tools for the real problems of the American industry institutions such as customer acquisition, management, multi shop operation and maintenance, multi-level fission and channel distribution. In the era of the US market facing the transformation, we will concentrate on building the core competitiveness of increasing the ad and strive to become the SaaS system that the market needs.

发展前景:美业将全面转型数字化新营销

Development Prospect: the United States industry will transform digital new marketing in an all-round way

随着科技发展社会进步,人们从基本的生存需求上升到精神及情感需求,对美业和健康产业是大利好的趋势。美业的快速增长也恰好验证了该趋势,美业的细分专业越来越多,营销模式也更加多元化,美业市场更是处于爆发增长和转型期,市场机会较大。但也正是由于美业市场向好,竞争同时也变得激烈许多,瞬息万变的营销模式、日益增加的获客成本,为传统美业机构带来了巨大的压力,随之而来的是大家口中所说的“生意越来越难做”、“客户越来越少”、“顾客越来越难讨好”等尴尬局面。

With the development of science and technology, people have been increasing from basic living needs to spiritual and emotional needs, which is a great trend for the United States Industry and health industry. The rapid growth of the US industry also just verifies the trend. The division of the US industry is more and more professional, and the marketing mode is more diversified. The market of the United States industry is in the period of explosive growth and transformation, and the market opportunities are larger. But it is precisely because the market of the United States is getting better, the competition is also becoming more and more intense. The changing marketing mode and increasing cost of customers bring great pressure to the traditional beauty industry institutions. What we call "business is more and more difficult to do", "fewer customers", "more and more difficult to please" and other embarrassing situations.

万事万物的发展,都伴随着行业洗牌及转型,美业正处于全面转型期,过去以地推、加粉、渠道模式获客的方式似乎不怎么奏效了,而着重数据、顾客体验及精细化管理的店铺,逐渐走在美业市场的前端,因此互联网思维式的获客也成为了主要获客渠道。“增长公元”一直致力于研究实体获客,在美业市场的转型初期,深挖其获客及经营模式,经过摸索及对几百家机构的趋势研究,“增长公元”将美业的数字化转型趋势分为三大块,门店数据趋势化、客户粘性数字化、员工效率可视化。

All things are developing with the industry shuffling and transformation. The United States industry is in a comprehensive transformation period. In the past, the way of getting customers by the mode of pushing, adding powder and channel seems to be ineffective. The shops focusing on data, customer experience and fine management gradually walk in the front of the market of American industry. Therefore, Internet thinking type customers have become the main channel for customers. "Growth ad" has been devoted to the research of the entity customers. In the early stage of the transformation of the American market, we have deeply explored its customers and business model. After exploring and studying the trend of hundreds of institutions, the "growth ad" divides the digital transformation trend of the United States industry into three parts, including store data trend, customer stickiness digitization and employee efficiency visualization.

门店数据趋势化:无论是单店还是品牌连锁,通常我们记录门店营收及客户数据的形式较为传统且复杂。我们需要通过更快捷简便的数据记录,去分析经营趋势,在数据中心能更好的把脉、发现问题,进而化繁为简,优化解决方案。“增长公元”专门针对门店跟顾客链接的所有信息进行了功能上的整合,开发出独立的预约、会员、收支、趋势等板块。把多种复杂的数据统一规划,分类展示,按照日期排列,对于门店运营人员,可以清晰的看到门店的经营趋势,以及时间节点,进而达到数据分析助力门店经营的理想效果。

Store data trend: whether it is a single store or a brand chain, the form of recording store revenue and customer data is more traditional and complex. We need to analyze the business trend through more convenient data recording, and can better control and find problems in the data center, and then simplify the complexity and optimize the solution. "Growth ad" is designed to integrate all the information linked by stores and customers, and develop independent appointment, membership, revenue and expenditure, trends and other sectors. The paper plans and displays various complex data in a unified way, displays them by classification, and arranges them according to the date. For the store operators, they can clearly see the operation trend and time nodes of the stores, thus achieving the ideal effect of data analysis to help store management.

客户粘性数字化:大中小型企业最关心的永远是用户,但真正能做大的企业永远着重的都是客户的体验感,而不执着于套路。当下营销套路五花八门,消费者也随之产生“营销疲劳”,对美业机构的获客渠道逐渐产生抗拒心理,获客成本越来高,效率越来越低,机构找不到更好的活动策划。而“增长公元”则依据人性研究出符合人类“扎堆”“占便宜”“自我价值”等特性的系统功能,更好的帮助机构实现营销标准化、提高顾客参与度,增进机构的客户粘性,多达60多种营销工具帮助美业向新营销转型迈进。

Customer stickiness Digitization: the most important thing for small and medium-sized enterprises is the users, but the enterprises that can make big always focus on the experience of customers, rather than sticking to the routine. At present, there are various marketing routines, and consumers also generate "marketing fatigue". The customer receiving channels of American organizations are gradually resistant to customers, with higher cost and lower efficiency, and the organization can not find better activity planning. And "growth ad" has researched the system functions that conform to the characteristics of human "piling up", "taking advantage of the price" and "self-worth", and better help the organization realize marketing standardization, improve customer participation, and enhance the customer stickiness of the organization. As many as 60 kinds of marketing tools help the United States to move forward into new marketing.

员工效率可视化:由于美业机构属于服务行业,服务人员也逐步正规化,需具备相应的专业性和同等学力,但员工间的客户保护机制也随之变得复杂,“增长公元”通过预约环节,到档案记录及服务项目的拆解,实现了员工与客户间关系的公平公正,更便于员工效率的提升以及员工的管理,解决了管理人员日常运维中管理难,项目记录复杂的难题,真正达到数字化管理,提高员工服务效率。

Staff efficiency visualization: as the United States industry is a service industry, service personnel are gradually normalized, and corresponding professional and equal learning ability are required. However, the customer protection mechanism among employees becomes more complex. Through the appointment link, the growth ad has realized the fairness and fairness of the relationship between employees and customers through the appointment process to the disassembly of archives and service items, It is more convenient for the improvement of staff efficiency and the management of employees, which solves the difficult management problems in daily operation and maintenance of management personnel and complex project records, and truly achieves digital management and improves the efficiency of staff service.

另外值得关注的是,美业机构出现了越来越多的渠道型机构,而非直接获客的直客机构。针对这一个美业的新变化,“增长公元”还相继增加了渠道及渠道分销管理,关系链营销工具等,美业市场的反响也印证了这一趋势,深受用户的好评,为此,“增长公元”开始大力推广渠道分销功能。

In addition, more and more channel agencies have emerged in the US, not direct customers. In view of the new changes of the United States industry, "growth ad" has also increased channel and channel distribution management, relationship chain marketing tools, etc. the response of the American market also confirms this trend, which is highly praised by users. Therefore, the "growth ad" has begun to vigorously promote the channel distribution function.

随着“增长公元”真正深入到美业市场,做符合美业痛点、需求的SaaS产品,美业市场也出现了更多的市场教育,越来越多的美业人逐步意识到“数字化转型”的重要战略意义,这也正是“增长公元”的初衷和存在的价值;也正是因为团队成熟的运营模式,真正从市场、深耕到行业出发,为美业的增长闭环服务,才得以在2020年底,敲定5000万的B轮融资。这是“增长公元”的里程碑,也是“增长公元”全员无数个通宵达旦应得的奖励,更是我们坚持深耕美业市场、为美业新营销服务的使命!

With the "growth ad" really penetrated into the American market and as SaaS products that meet the pain and demand of American industry, more and more market education appeared in the market of American industry. More and more American people gradually realized the important strategic significance of "digital transformation", which is exactly the original intention and value of "growth ad"; it is precisely because of the mature operation mode of the team, Only by the end of 2020 can we set out a 50 million round B financing, starting from the market, deep cultivation to the industry and serving the growth closed-loop of the US industry. This is the milestone of "growth ad", and the reward for the whole staff of "growth ad" all night, and also our mission of persisting in the cultivation of the American market and serving the new marketing of the United States industry!