1
See this headline, don't laugh.
I'm serious.
It's a very interesting observation.
Two days ago, the well-known scumbag Teacher Yang invited me to the clubhouse to press my feet, the serious kind.
Teacher Yang said that his feet and back have experienced all the clubhouses in Hangzhou and have a lot of experience in the clubhouse industry.
I asked him what he had learned.
He told me that after going to countless clubhouses, I discovered the most important thing about a clubhouse.
I'm curious, what is it?
He's a bit of a sycophantic, and it's not interesting to just say it, you guess.
I said, service level?
He shook his head.
I said, massage technique?
His index finger swung from side to side.
Before I could ask again, his palm covered the teacup I was about to spill over, and the corners of his mouth smiled and said that the young man's curiosity should not be too strong.
Then, he licked off the tea on the palm of his hand, and then told me word by word that the core competitiveness of the clubhouse was the chef.
2
Why is the core competitiveness of the institute not service level nor technology?
Because these two are so important, they cannot become core competitiveness, but rather a necessary foundation for the industry.
Just like human beings don't breathe, they will die, so breathing is extremely important.
But will breathe, is it your competitiveness?
One truth.
Massage clubs as a kind of leisure and entertainment places, good service attitude, almost a must, in fact, in recent years, the difference in the offline economy, can survive the clubhouse almost no bad service attitude.
To what extent is it rolled up?
Roll up to you to massage those store managers will add you WeChat, and never push ads, spam messages.
You a WeChat past, they will help you book a room, park, down to pick you up, and even the last time I bought a bill found that there is a coupon useless, their manager will take the POS machine to wait for the side to help me refund, the service attitude is rolled up.
I wanted to kowtow to him.
Services have become difficult to differentiate because bad service has disappeared.
A short time ago, there was news that a family went to massage, and the technician provided some kind of adult service to underage customers.
This service attitude not only challenges peers, but also challenges the law.
What about technology?
I immediately asked, massage clubs, should also pay attention to technology, right?
Eh, that's a bad thing to say.
Teacher Yang lit a cigarette and said that although technology is very important, you must know that the massage club is an enterprise.
The most important thing that enterprises require for business is stability.
Although technology is very important, technology is too "personal" a thing.
The clubhouse is not an old Chinese medicine doctor, not a bruise orthopedic bone.
When you see a doctor, technology is important because the doctor himself is at the heart of the business.
However, as a business organization, the clubhouse cannot put the core of the business on one or several employees.
Therefore, what the club requires is a stable output, a unification of the massage process and technology.
Therefore, you can see that the technician techniques and processes of each massage club are basically the same, and they are the result of unified training.
And this result is the best result for them.
Because of the unity of technology, it will not lead to the business level being kidnapped by a single technician.
For the treatment of low back injuries and leg diseases, you can only find an orthopedic doctor.
All that will be provided is a process-oriented, standardized "relaxation".
Therefore, services that become standard, as well as standardized technology, must not become core competitiveness.
3
So why a chef?
Who goes to the clubhouse for the food?
Teacher Yang suddenly smiled, eh, you found the blind spot.
It is precisely because everyone is not going to food, so food will become the core competitiveness.
Everyone knows a word called expectation management.
The food in the clubhouse can become the core competitiveness because it breaks through the expectations of customers.
Since technology and services have become the standard, clubhouse operators need an influencing factor other than technology and services to improve their attractiveness to customers and enhance their competitiveness in the same industry.
And the influencing factors are limited.
environment? The main business of pushing back by feet is doomed to the environment can only go to the leisure style, everyone is similar;
Beautiful handsome guy? People who have the appearance as the bottom of the pocket will certainly not be able to give you the work of pressing your feet, and everyone will do the live broadcast.
Counting and counting, only the "food" item still has the operational space to exert subjective initiative.
The best thing about "food" as a core competitiveness is that food is a "must exist" business in the business system of the clubhouse, but it is far enough away from the core business.
There are generally two kinds of clubhouses, one is the ordinary massage club that I often consume every day, and when I go there, I massage my feet and then take a break and go home.
The other is a large clubhouse, which charges for admission, has a hall, has a buffet, has mahjong, and has lounge chairs.
The whole clubhouse is a large leisure and entertainment venue, you can rest as you please, and if you need massage services, you need to pay extra.
For the former, food is indispensable.
If you think about it, after a massage, lying on a chair and bragging with friends, eating something and drinking some sugar water, is it in line with most people's psychological preconceptions about "relaxation" and "clubhouse"?
There will be a business logic that focuses on leisure and relaxation, and additional catering services need to be provided as part of the user experience.
Therefore, most massage clubs will provide some free meals and drinks after customers have pressed the mop, such as ravioli, red bean paste, mung bean soup, and fried dumplings.
For the second type of clubhouse, food is even more essential.
Because food is part of the services provided by the main business.
This kind of large clubhouse is originally intended to allow users to eat, drink and entertain themselves all day long, and food is essential.
But at the same time, users of both clubs do not have high expectations for food.
Because "food" and "massage" are not related in user cognition.
The vast majority of people have the biggest psychological expectation for the snacks provided after the massage and the food provided in the leisure clubhouse is the cheap buffet and the clubhouse atmosphere group.
The biggest thing they can say about these foods is that they are "not hard to eat."
Even if you achieve the level of fast food for 10 yuan a piece on the ordinary roadside, you are worthy of an excellent sentence.
Since food is almost completely related to the main business of massage clubs, most of them are as "tiantou" white delivery business, and users naturally do not expect it.
Therefore, when the performance of clubhouse food exceeds everyone's expectations for them, it can often give people a stronger sense of satisfaction and surprise.
This kind of thing is actually very common in the consumer market.
For example, I have some friends who like to go to KTV to sing, but basically only go to pure K, why?
Because they think that pure K's fried rice and beef noodles are delicious.
Another of my music friends recently became obsessed with anime, but the reason for the obsession was neither because of the plot nor because of the graphics, but because of the soundtrack.
When he went to watch anime with the idea of passing the time, but heard the professional music that shocked him, the shock can be imagined.
All surprises come from expectation management.
The basis of expectation management lies in giving users a low enough expectation.
But if users' expectations for your service and massage are too low, they will not come to consume at all.
Therefore, the bearing point of this "beyond expectations" must be far from the main business.
Therefore, food, as a business point that must exist and is far enough away from the main business, has become the best breakthrough.
4
More importantly, value for money.
Most of the food served at the club is hot frozen food and some homemade food, such as fried rice, beef noodles, and frozen dumplings.
While it's difficult to make ordinary food delicious, the handling of a convenient food is not very demanding for professional chefs.
Instead, the original cheap ingredients are processed more deliciously, and the improvement is only the technical requirements for the chef's individual, and the cost of the ingredients will not increase.
At the same time, because this type of food is relatively simple, an ordinary club generally only needs one or two chefs to work shifts, and even large self-help clubs only need one or two more chefs.
The clubhouse does not need to increase the "number" of chefs, but only needs to increase the demand for chefs in the original staffing.
With a salary above the market average, recruit a chef who can do quick-frozen fried dumplings, red bean paste, and wontons.
This is not difficult, and the cost increase is not high, but in exchange for a huge improvement in user experience and competitiveness.
Therefore, the promotion of the chef is the most cost-effective choice.
Therefore, the chef is the core competitiveness of the clubhouse.
After Teacher Yang finished speaking, the waiter just opened the door to bring us snacks.
I tried a fried dumpling, and indeed, it was fried just right, the dumplings were slightly golden in the skin, and the caramelized aroma was overflowing, no different from ordinary fried dumplings, but it was indescribably delicious.
I asked Teacher Yang, do you usually come to this clubhouse because the chef makes delicious things?
Teacher Yang shook his head, his eyes drifted out of the window and said,
Because their PR manager has long legs and likes to wear black silk.
My favorite thing is to watch boys wear black silk.