In 2014, Microsoft CEO Satya Nadella pulled an iPhone out of her pocket during a conference speech! Everyone exclaimed: How can people at Microsoft use an iPhone? Satya said: "This is not an iPhone, this is an iPhone Pro. Many of the mobile phone interfaces are Microsoft applications. That is to say, with Microsoft software, armed with the iPhone, so it is not an iPhone, it is an iPhone Pro. There was an uproar at the scene and applause.
Now Tencent, Ali, Byte have also begun to break the platform barriers, they will continue to connect, and finally there will be China's WeChat Pro, Taobao Pro, Douyin Pro... Eventually, it converged into China's Internet Pro.
The 16-year-old black mystery is now also mutating. It breaks down platform barriers and grows wildly, and it will eventually become a black mystery Pro.
One: Founder Fa Ge: Unlimited evolution
Self-evolution
Due to life pressure, environmental changes, sleep, diet and other reasons, more and more people, more and more young people, join the "hair loss white hair army": three people, there must be one person to lose / gray hair. Capital and most people can see the ten-fold rapid growth of this market demand, but what Fa Ge, the founder of Black Mystery, sees is that more and more people have hair loss and gray hair problems that need to be solved urgently.
So in the past 16 years, from the beginning of the attention because of the mother's hair problem, to the mission of "let everyone have a good hair", and in the last 3-5 years, Fa Ge has been evolving, he focuses on doing more and more things, and the field of going out to study is getting wider and wider, and even reaching a non-stop state. Because he knows that the cognition of a founder is the ceiling of a brand, and only by constantly breaking, reorganizing, evolving, and iterating can he drive the brand, drive the team, and drive the industry.
Evolve with the brand
The black mystery brand angle needs to be seen by more people. From 2018, Fa Ge began to prepare for brand upgrades, on May 28, 2019, he officially upgraded "Re-departure" to "Black Mystery", invited Zhao Yazhi as a spokesperson, and proposed a slogan of "good hair but not old"... Created a professional hair physiotherapy category, in 2021 to take the lead in the development of the black mystery chain operation "three four five project", grasp the demand side of the dividend at the same time, Fa Ge expects more people to see, as well as the professional brand that is justifying the name of the industry, expecting more people to enjoy accessible hair loss and white hair solutions.
In terms of products, Black Mystery has rapidly strengthened its research and development progress. After all, product strength is the foundation, Fa Ge will be inspired when he hears the advanced technology at home and abroad, and personally goes to the experts to ask for advice and ask engineers to make comparisons. The emphasis on products is the unchanged attitude of Fa Ge since its establishment. "You can find ways to reduce logistics costs and packaging costs, but don't care about the cost of product ingredients, because that's what users are really willing to pay for." Learning from world-class technology and adopting scientific and technological ingredients that can truly withstand experimental verification and market verification is the direction of Fa Ge's continuous improvement in products.
Second: store growth: there is a new curve
The development path of The Black Mystery store is ordinary store, standard store, flagship store and super large store. Before 2021, the black mystery said the most about ordinary stores and standard stores, thinking that only these two could be completed. (Black Mystery's ordinary store performance is 1 million to 1.2 million, standard stores are 1.2 million to 1.5 million, flagship stores are more than 2 million, and super stores are more than 4 million revenue.) A store of more than 40 square meters in Lanzhou has a performance of more than 4 million, and now more and more stores have found a way to go from ordinary stores to standard stores, and also found tools on how to rise to flagship stores and super stores. What the Black Mystery can do is to give the franchisee a stronger pole to reach the fruits of victory; what the Black Mystery can do is to give the method so that the franchisee can have a way to follow.
Store growth three axes: Meituan + store exploration / group buying + local life platform
New tentacles - Meituan
In the "Black Mystery 345 Project" that the founder of The Black Mystery has been polishing for half a year, the Meituan + Douyin group purchase + store exploration is an important means for the Black Mystery store to pull new online, and it is a combination of fists, and the Meituan group plays a very important role as a gripper that is connected with the front station and offline. Before 2021, some stores did the operation of Meituan scatteredly, but the effect of each store was different.
From August to November 2021, Black Mystery vigorously attacked the Meituan, and 315 stores launched the Meituan, successively launched operations, and the data rose.
From August to November 2021, the exposure volume and number of customers in the Black Mystery Store
From August to November 2021, the exposure volume and write-offs of the Meituan in the Black Mystery Store
The total exposure of the 78 stores that prioritized the launch of the activity reached 720,000 in 4 months, the number of expanding customers was 41,000, the average number of customers in a store was more than 500, the total amount of write-off was 862,900, and the average store was 11,000, which was only the flow of the Meituan drainage project to the store, excluding the amount of re-conversion after arriving at the store.
With the continuous advancement of Meituan, the overall exposure, the number of write-offs, and the number of new customers opened up to stores are also steadily increasing.
Stores that take the initiative to go online and actively promote the work of meituan have tasted the sweetness of customers coming from the cloud this year, and I believe that the active participation of more black mystery stores in 2022 will empower the entire brand, and even let users develop good living habits of hair loss prevention and solution.
One step closer to the user - the internet celebrity visits the store
For the current brand, deviating from the times is a danger, conforming to the times is an opportunity; self-imposed is a danger, and actively seeking change is an opportunity. Holding an old map will never find a new continent. When the industry undergoes discontinuities, the cognitive challenge becomes very large. This cognitive challenge determines where the future will go, how brands will see the ultimate in the industry, and so on. Make new judgments based on old maps and find new growth opportunities with new knowledge.
"In turbulent times, turmoil itself is not terrible, what is terrible is the logic of perpetuating the past."
With the rise of short videos, visiting stores has become an important form of understanding new and peculiar lifestyles. KOL explore the store black mystery, in addition to online customers to shoot high-quality black mystery store content, attracting more people to pay attention to the hair therapy, hair care of this section of the content, and these red people with their own traffic attributes will attract a large wave of fans, and the black technology equipment, fresh projects, professional technology in the black mystery store, so that a large number of users know the black mystery was originally a professional solution to hair loss white hair brand, know that the black mystery was so close to them. Therefore, when they see a cost-effective experience group purchase, and recommend the nearest store, users will generally choose to place an order relatively quickly, which makes it easier for the store to get customers.
Precise diversion - local living platform
If Douyin is a wide net, and there are more nets and fewer fish, then the local life platform is almost its own pond.
The place is not big, the platform coverage is relatively comprehensive, the local life platform online hair age detection and hair loss physiotherapy experience, because they are nearby customers, so it is often a state of explosion on the line! Therefore, the local life platform is the precise grip of the black mystery store.
0 cost of profitable large projects - hair transplantation
The ultimate solution for severe hair loss is hair transplantation, and the Black Mystery Hair Transplant Center (Beijing Headquarters) officially opened in October 2021. Based on 15 years of scientific research on hair loss and white hair solutions, The Black Mystery Hair Transplant Center has a million user base of more than 800 hair physiotherapy stores, and now there are hair transplant clinics in the north and south. The center takes nano-microneedles and NHHT precision hair transplantation technology as the core, and is supported by the medical team of the top three hospitals such as Beijing Bada Plastic Surgery Hospital, and the 8S management and refined hospital infection control management system provide users with safety support. The center adopts a new model of combining implantation and cultivation, through continuously improving the quality of medical treatment and improving the user's surgical body feeling, and constantly iterating on hair transplantation technology and service items, of which the innovative project "comfortable hair transplantation" takes reducing pain and increasing the intraoperative comfort of customers as the core, which is favored by pain-sensitive customers. Black Mystery Hair Transplant Chain adheres to the mission of "let everyone have a good hair", dares to innovate, emphasizes safety, and provides preoperative, middle and late family-like care for hair friends. Noir Secret Hair Transplant Center is determined to provide a one-stop solution for hair friends.
In the store paste hair transplant appointment consultation, let customers know that the headquarters has two direct hair transplant hospitals can be, follow-up consultation and consultation, directly by the Black Mystery Hair Transplant Hospital (Beijing headquarters), Black Mystery (Henan) Hair Transplant Hospital consultants, hair transplant doctors to complete all the follow-up work, completely zero cost, no input of profit projects, in 2021, the single store hair transplant performance ranked first to more than 1.1 million, the top ten hair transplant performance from 200,000 to 1.06 million.
Black Mystery is about to usher in her 16th year, and in the future we will adapt to change and respond with speed. Only if the Black Mystery brand headquarters iterates quickly enough can we ensure that the growth of franchisees across the country finds a second curve and is sustainable.
Third: chain operation system, from extensive to refined, standardized
The chain franchise system is still in the process of gradual weighing, not standardized, no standard, and even after joining, the money is handed over, the enterprise background is not known, all because the management is too extensive.
With the changes in the social environment, the information gap is getting smaller and smaller, the entrepreneurial environment is positive, and more and more brands have made significant progress in formalization and standardization. From its establishment in 2006, there was no investment department, and now there are only 8 investment personnel, accounting for only 7% of the number of employees; and the back-end support team accounts for more than 50%. So from the very beginning, Black Mystery has been running to be a reliable, long-term century-old brand.
In the past 16 years, Black Mystery has often put forward the entrepreneurial theory of chain formats, and it is often quoted by the industry, and the biggest impact is the "Hair Therapy Business Model 2.0 Release" in 2019 and the "Black Mystery 345 Project" proposed in November 2021.
2021 is a difficult year, and the black mystery is also difficult, not because of the number of stores and the difficulty of customers arriving in the store, but how to make stores still achieve a leap from 200,000 to 400,000 profits under the normalization of the epidemic, which is difficult. Black Mystery founder Fa Ge began to build a new generation of store operation model in May, the country's first- and second-line employees, middle and senior managers deeply involved in co-creation, polishing for six months, and finally completed the exclusive operation system - Black Mystery 345 Project. Three to get, four stages, five models, with four stages to define the current stage of the store and the actual real problems, match the three important tasks that need to be done, from a three-dimensional point of view of the store, with five models as tools and methods to solve. The Black Mystery 345 project can be said to be the first case in the industry to solve problems from an external perspective and with models. At present, stores across the country have begun to practice in accordance with this model and strive to achieve a double breakthrough in performance as soon as possible. This applies not only to Black Mystery stores, but even to all chain stores.
With models to operate stores, to operate stores with science, the standardized replication of the chain system will become possible from impossible.
Four: professional products, occupy the ecological niche of anti-shedding and anti-whitening technology
After experiencing the online traffic battle in 2021, we will create a brand with hard core strength, fine operation, and become a talisman for enterprises to make money by "ability".
The black mystery lasted 16 years and occupied the ecological niche of scientific and technological anti-whitening, relying on real skills.
What "skill"? That is, reliable.
The unspoken meaning of reliability is that it has been cultivated for many years; the reliable subtext is the accumulation of credibility that wears water drops day after day; behind the reliability, it is page after page of experimental data, and it is also the attitude of creating value, solving real problems, and doing things pragmatically.
At the beginning of its establishment in 2006, it purchased a plant extract recipe, and then went to polymer technology, active enzymes, fullerene, and every step was evolving. Since 2016, Black Mystery has cooperated with the College of Polymers of Sichuan University, Dr. ItoChushi of Japan, tsinghua university Yangtze River Delta Research Institute and other institutions of higher learning/institutions to develop, and at the end of 2021, with the Mecca-Chinese Academy of Chemistry institute of chemistry research jointly developed fullerene anti-whitening products, through the repair of black cells, restore the normal secretion of melanin, so that melanin normally enters the hair medullary cavity, and is reflected in the hair. In the users who have begun to try the Fullerene anti-whitening series of products, the microscope will see the hair color slowly turn gray from the root, which will greatly delay the growth rate of gray hair and gradually solve the problem of gray hair. This is a new milestone in the field of cosmetics and hair health in China, and it has once again laid the leading position of Black Mystery in research and development technology, and steadily occupied the scientific and technological ecological niche of professional anti-shedding and scientific and technological whitening.
Five: Black Mystery brand, not only "pioneer", but also the "DingHai God Needle" in the field of hair therapy
Since the creation of the hair therapy category in 2019, the black mystery is destined to no longer only represent itself.
Cultural evolution
From "escorting the scalp health of 1.4 billion people" to "let everyone have a good hair", "being a leader in the field of scalp health", to "becoming a hair therapy expert for everyone"; from the slogan of being on the top, to the mission of being closer to the user and having a relationship with the user, in addition to the user's perception, the team's sense of mission is also stronger and more pragmatic.
The core value of "users are friends, are relatives", only products and brands that we think are good and worth sharing will be recommended to our friends and relatives, which has not changed.
Around the mission, vision and values, the Black Mystery has a scale in everyone's heart, and when there is hesitation in decision-making and conflict of thoughts, these three can be used to make decisions.
When the leader of a good hair physiotherapy category, it is natural to have a correct heart and naturally to be reliable.
Organizational evolution
Organizational structure adjustment has become the norm in recent years, from precinct management to war zone management, from five war zones to two major operation centers and eight major war zones, from the batch organization of senior management team training and learning to the introduction of training institutions to accompany enterprises throughout the year, the key word of the organization of all employees has always been inseparable from "evolution". In this stage of development that does not advance or retreat, the Black Mystery team has been very stable, even if it evolves, it is also a steady acceleration. The organization is young, the mechanism is young... Constantly break the inertia of the organization, always maintain the innovation ability of the black mystery and the competitiveness in the face of many uncertainties in the future, and begin to build an innovative, agile, efficient and flexible organizational structure and operational decision-making mechanism.
From the talent system, for the internal employees of The Black Mystery, in addition to recruiting experienced young teams who understand more post-90s users and have more insight and perception, they have spent a lot of effort to iterate the talent training system, signed an annual strategic cooperation agreement with a well-known business school in China, and matched the online and offline courses of different dimensions for key training objects. All employees also arrange intensive training, which allows each employee to raise a scale to think about their work and achieve the same frequency, in this era, the biggest competitiveness is talent.
More perfect organization, more stable chain operation system, more sensitive team, more powerful R & D institutions, more three-dimensional hair loss and white hair products, greater strategic goals, Black Mystery 16 years, with 140,000 hours of cultivation of science and technology road, step by step to lead the change, step by step to achieve the mission of "let everyone have a good hair", which is the mission of the Black Mystery and the Black Mystery National Store.
In the face of competition inside and outside the industry, the invasion of the Internet field, and the entry of pharmaceutical companies, Black Mystery has always adhered to the concept of righteousness, unswervingly walked the road of science and technology, constantly justified the name of the industry, and constantly used technology to solve real problems.
In this world of Hair Therapy Pro, all entrepreneurs, crazy growth, all entrants, are welcoming spring with their arms outstretched.
Gradual change is a small opportunity for a large company; mutation is a big opportunity for a small company. In 2022, the platform barriers are broken, and everything grows madly. Black Mystery, steadily occupying the scientific and technological ecological niche of professional anti-shedding and anti-whitening, it is becoming a reliable Black Mystery Pro. Are you, who pays attention to the black mystery, also becoming your Pro?
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