Liu Hongchen, a reporter of Shenzhen Business Daily
In Shenzhen, Bellea has been operating for 30 years and has served 140,000 elite women in Shenzhen!
Wang Kun, general manager of Bellea, is not only a inheritor, but also a pioneer. As the "second generation", he believes that Bellea's next stop is "century-old brand". Wang Kun has been baton for five years since 2016, and he is eager to achieve a new leap forward on the basis of inheriting his mother's existing industry, and continue to build a century-old enterprise with integrity and word of mouth.
"The trust of customers is the greatest wealth of enterprises."
In the five years since his succession, the biggest crisis that Wang Kun has survived is that in the first half of 2020, Bellia's store was closed for 4 and a half months due to the epidemic, which is also a huge challenge faced by the company in the past 30 years, no less than the 1998 financial crisis, the 2003 epidemic, the 2008 financial crisis, the industry cold in 2018 and several other crisis stages that Bellia has experienced since its establishment.
One day in March 2020, the news that Bellea was about to close its doors suddenly came from a WeChat group, and Wang Kun was a little confused when he received a WeChat screenshot sent by a friend. In order to dispel the rumors, Wang Kun quickly formulated countermeasures, when a radio station invited him to talk about how to "resume production and work" to deal with the topic of the epidemic, he quickly used this opportunity to convey the message that Bellea will open its doors as scheduled, asking employees to send this information to the customer base and stabilize customer emotions.
During the epidemic period, Wang Kun also played the role of "confidant brother", he would write a good manuscript every day and send it to Bellea's WeChat public account, his recording courses are related to the two sexes, in order to alleviate the family conflicts caused by long-term expectations under one roof during the epidemic, Wang Kun insisted for more than 2 months. During the interview, when Wang Kun talked about the scene of giving a lecture under a quilt in order to create a recording effect, everyone couldn't help but be amused.
"There was no performance for more than 4 months, and when it opened in late April, it was only 10 days after opening, and the operation returned to the normal curve." Wang Kun said, "At that time, we did not invite customers to renew their contracts, but more than 400 customers took the initiative to recharge, and many of them still chose to recharge when they still had the balance in the card. ”
"Only then did I realize, what was my mother's greatest legacy?" In Wang Kun's view, as the inheritor of Bellea, the greatest wealth left to him by his mother is not the size of the store and the accumulated value of wealth, but the trust of customers. "The deep trust of Shenzhen's 140,000 elite women is the core competitiveness of the enterprise." Wang Kun believes that this trust asset is the core competitiveness of the enterprise, and for him, it is a wealth that cannot be exchanged for much money, and it is the greatest value of the enterprise.
Wang Kun's mother Zhao Qing is an entrepreneur, starting from a small shop of 29 square meters, creating a beauty industry kingdom; she is also a female entrepreneur who loves learning and loves life, with customer-centric strategic thinking, she constantly introduces the world's most advanced instruments and the best projects to meet the needs of customers, not only won the trust of customers, but also ranked among the 40 most influential shenzhen businesswomen in Shenzhen on the 40th anniversary of reform and opening up.
"Do high-end stores, serve high-end customers."
Founded in 1992, Bellea Group is currently extending from beauty to the field of great health, integrating life beauty, medical beauty, health management, biotechnology and education, and has beauty clubs and medical institutions.
"Bellea will always lay 150 floors of foundations and only build 50 floors." Wang Kun said that in order to do a good job in quality control, in the past 30 years, Bellea has given up capital, abandoned rapid expansion, abandoned joining, and even abandoned cross-city operations, all of which are "abandoned" to serve the elite women in Shenzhen wholeheartedly, do high-end stores, and serve high-end customers. "We are highly disciplined in our development, able to withstand temptation and loneliness."
In the interview, Wang Kun talked about a detail, 10 years ago, when Bellea was buying office buildings or leasing office buildings to expand rapidly, her mother Zhao Qing did not hesitate to choose "buying a building", "What we do is the health industry, medical beauty industry, and enterprises with properties can make customers more assured and more at ease." "When Doing Medical Beauty, Bellea is committed to remodeling her face and refuses to be an Internet celebrity." We have a deep understanding of human life and everyone is unique. Wang Kun introduced that Bellea has a unique "three yang" culture, that is, to nourish the face, the body and the heart. In addition to providing customers with high-quality personalized services, the "Sanyang Culture" is more important to convey a warm and reassuring sense of humanity to customers. "We hope that when customers come to Bellea, they can not only enjoy the service of physical and mental pleasure, achieve self-reward, but also experience the warm care of Bellea's family culture and harvest the healing of the soul."
Make the quality better, make the service better... At Bellea, all products and instruments are sourced from international brands in Europe and the United States. While having cutting-edge technology empowerment, there are many well-known experts, beauty consultants and mentors at home and abroad with the blessing of professional skills... "In the past 30 years, Bellea has not done marketing, we are doing better than others in quality control, using better materials and more advanced instruments." We never thought about how to introduce customers, only how to make customer service good! ”
Promote standardization and create an encyclopedia of the beauty industry
Wang Kun was based on zero beauty industry when he took over, he studied in a Canadian rattan college in his early years, majoring in philosophy and education, before taking over, Wang Kun had two entrepreneurial experiences, namely as a youth education and as a consulting company. As a newcomer to the beauty industry, Wang Kun used his past learning and entrepreneurial experience to carry out the transfer of experience methods, extract and refine everyone's knowledge and skills, and form a standardized and replicable standard operating procedure.
After taking over, Wang Kun went deep into the front line, took the store health aunt as a teacher, and took turns to learn and explore each position, find out the foundation of enterprise operation from the bottom, and led the Bellia team to carefully compile the "Bellea Peace of Mind Manual 1.0" with more than 400 pages, so as to form a standard and let customers rest assured. Based on Bellea's 30 years of development and operation management experience, the manual for the first time deeply shared and analyzed its own 30 years of internal core operation system, comprehensively summarized the business experience of the past 30 years, and systematically described Bellea's various commercial sectors and structural matrix. The book is not only the accumulation of 30 years of the company, but also a beauty encyclopedia-style book, which condenses all the methods and methods of bellea's services in the past 30 years, aiming to provide more professional and efficient induction training for front-line beauty employees by providing a higher standard reference to the industry, and providing consumers with a clearer guide to the identification of beauty industry consumption, so as to allow consumers to gain peace of mind in all aspects of beauty industry consumption.
Firmly grasping the opportunities brought about by the increasingly fierce market environment under the impact of the Internet, Wang Kun promotes enterprise management and business transformation through informatization and digitalization. At present, Bellea has built a set of refined management and operation system that meets the operation of its own enterprise - iBeautyPaas system, which effectively opens the front, middle and back end information ports from follow-up logs, to appointments, and then to sales consumption billing. When Bellea customers walk into the store to put forward service requirements, her customized service execution path has been generated in the system data, the front desk receptionist, ingredientr, beautician, consultant will quickly enter the customized service process according to the information guide. At the same time, customer comments and service details are recorded so that the service can be better optimized next time. Through the introduction of the Paas system, it greatly reduces costs and improves efficiency, and promotes enterprise management to become more standardized and standardized.
Just as Wang Kun said, promoting standardization in Bellea is to make every customer feel at ease.
Review: Yu Fanghua Tian Jun