"In the next 35 years, it is ready to go" on the commercial street, next to the community, next to the shopping center... As long as you are in a crowded area, it is difficult not to be attracted by a facial treatment shop with a green door, clean and tidy facilities, and unique products.
Although the threshold for opening a facial treatment shop is not high, it is a high threshold to be focused (facial), professional (product), attentive (service), and sustainable. Fan Wenhua, who focuses on facial care, has opened 5,000 such stores all over the country.
On April 28, facial care chain brand Fan Wenhua ushered in the 35th anniversary celebration, and cooperated with brand experience officer Huang Shengyi to launch a special live broadcast of the "Fan Wenhua 35th Anniversary Pet Fan Ceremony" on Douyin, giving fans exclusive benefits for the 35th anniversary, strengthening the determination to continue to refine, deepen and go far in the facial care chain industry.
For 35 years, only doing facials
Looking back on the past 35 years, the founder of the brand Fan Wenhua has developed from a beautician to the establishment of the eponymous facial care chain brand Fan Wenhua, and has grown to more than 5,000 stores nationwide.
Fan Wenhua facial care chain stores specialize in facial treatments and open stores in crowded shopping malls, supermarkets, communities and other places. At the same time, Fan Wenhua made product prices transparent and established unified service standards. This reduces the time and choice cost of facial treatment, and virtually creates a good treatment experience for customers.
When customers go to Fan Wenhua's offline stores for facial treatments, they will enjoy a complete set of services from skin detection - customized exclusive solutions - Chinese techniques + technology products - cycle follow-up.
It is worth mentioning that in order to better meet the needs of consumers, Fan Wenhua established the Facial Care Research Institute in 2017, focusing on the innovative research and development of facial care products, constantly introducing advanced technology, and carrying out in-depth cooperation with universities and research institutions to build the core competitiveness of enterprises in terms of products, raw materials and technologies. Today, Fan Wenhua has won 33 national patents and more than 20 industry heavyweight awards.
It is also adhering to this attitude of "focus, professionalism and concentration" that Fan Wenhua has opened stores all over the country, and the number of stores exceeded 5,000 last year, becoming one of the preferred facial care brands for many women who love beauty.
Combining Chinese and Western, Fan Wenhua facial care innovation and upgrading
In the special live broadcast of the "Fan Wenhua 35th Anniversary Pet Fan Ceremony" on April 28, Fan Wenhua Brand Experience Officer Huang Shengyi shared his facial care experience with Fan Wenhua's brand founder Fan Wenhua, while celebrating the 35th birthday of Fan Wenhua brand, giving exclusive benefits to fans who have been accompanying the growth of the brand.
"When I usually stay up late at work, my skin is dull and my state is not good, I will go for a facial treatment, and the professional technique with Fan Wenhua's essence can make me clearly see the brightening effect of my skin." During the live broadcast, Huang Shengyi shared Fan Wenhua's skin care experience, and also said, "Fan Wenhua has 5,000 stores across the country, so no matter what city you are in, you can enjoy Fan Wenhua's services, which I like very much." ”
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The experience of Fan Wenhua's facial care shared by Brand Experience Officer Huang Shengyi is also a true portrayal of all Fan Wenhua's customers. Thoughtful service attitude, professional massage techniques, comfortable and clean store environment, scientific skin care process, rich self-owned product line... These are the store experiences that Fan Wenhua's "pollen" mention the most. However, Fan Wenhua is still improving on the road of professional facial care, and adopts Chinese techniques and technology products, which is a "combination of Chinese and Western" treatment methods, in order to provide consumers with a better experience. In fact, before this, Fan Wenhua had already proposed the concept of "skin care", subdividing the skin into ten types, such as dry and dehydrated, oily acne, loose wrinkles, and enlarged pores, and built corresponding products and care systems for different skin problems.
The "combination of Chinese and Western" treatment method is based on ten skin categories, combining traditional Chinese massage techniques with technological products to customize more accurate and efficient treatment plans for consumers' different facial problems.
After consumers enter Fan Wenhua stores, Fan Wenhua will first conduct skin testing through AI skin detectors to help consumers identify their skin type and skin condition, and customize targeted and exclusive solutions for specific skin problems. After the makeup removal and cleansing steps, Fan Wenhua will use products suitable for the consumer's skin type, combined with Chinese care techniques, click 16 facial treatment areas, finger kneading, etc., to promote the absorption of the product, so as to effectively improve the consumer's skin condition.
It is worth mentioning that Fan Wenhua will also help consumers carry out scientific periodic skin management based on the brand's skin care experience accumulated over the years, so as to make facial care more targeted, and also help Fan Wenhua differentiate among many facial care brands to stand out.
In December last year, the first facial care group standard led by Fan Wenhua - "Facial Care Store Service Specification", approved by the China Association for Standardization, and promulgated and implemented, standardizes the personnel, equipment and facilities, materials, service process, environmental hygiene, internal management and many other aspects of the facial care store's standards, which is also Fan Wenhua's responsibility as a "head brand" to standardize the development of the industry and enhance the industry consumer experience.
When the transformation and upgrading is underway, Fan Wenhua opens the next 35 years
Embracing the new consumption and new ecology, Fan Wenhua has launched a new round of brand digital transformation, actively exploring more online marketing to acquire customers, empowering offline stores of new retail models, and introducing online live streaming and digital operations into the operation management system.
Taking the operation of the Douyin platform as an example, Fan Wenhua stepped on the wind of Douyin's life service, built a self-broadcast team, and made full use of Douyin public domain traffic to help stores drain traffic and improve store performance. It is worth mentioning that Fan Wenhua also uses live broadcast to show the whole nursing process, so that consumers can feel Fan Wenhua's professionalism and sincerity more intuitively, and create an "immersive nursing model", with the highest pure organic traffic and nearly 30,000 people online at the same time, and a single live broadcast exposure of 3 million, breaking the circle to lead the new trend of live broadcast content.
In 2022, Fan Wenhua achieved a total GMV of more than 20 million on the Douyin platform, and the number of orders exceeded 200,000, becoming Douyin's annual partner. At the 2023 "Heart Life New Beginning" Douyin Life Service Comprehensive Industry Summit held in March this year, its founder Fan Wenhua was invited to attend and share a speech as the only beauty representative. At the conference, Fan Wenhua said: In the future, Fan Wenhua will stick to her original intention, move forward firmly, actively embrace change, achieve ecological win-win, and resonate digital operation with the United States.
In the special live broadcast of the "Fan Wenhua 35th Anniversary Pet Fan Festival", nearly 40,000 people were online at the same time in 5 minutes, with an exposure of more than 20 million, a total GMV of 23 million during the event, 500 million exposure on the whole network, and the top 1 of the Douyin group buying list.
Not only on the Douyin platform, but also in local life channels such as Meituan, Fan Wenhua has also adopted a new retail model of "online drainage + offline experience". Last year, Fan Wenhua won the "2022 Meituan Beauty Annual Popular Brand" award.
In fact, for Fan Wenhua, online live streaming is only one of the measures for brands to embrace the digital process, and what brings a more far-reaching impact to brand development is the "one platform" built by Fan Wenhua, that is, an integrated retail platform such as cash register, inventory, ordering, and operation, saving communication costs and improving management efficiency.
While building "one platform", Fan Wenhua will also open up "two applications", that is, mobile and PC applications, break through the communication barriers of different channels, customers, franchisees, etc., serve "four-level users" including brand headquarters, city branches, franchisees, store users, greatly reduce the cost of online and offline communication of brands, improve response speed, improve operational efficiency, and further reduce costs and increase efficiency.
Sometimes it moves, and sometimes it is quiet. In the past 35 years, Fan Wenhua has "internal training" R & D and management, "external repair" products and services, while adhering to high-quality facial care services, in response to changes in the market environment and user needs continue to improve, "Fan Wenhua" has become synonymous with the benchmark of the facial care industry. In the next 35 years, "Fan Wenhua" is ready to go.
Source: Douyin Local Life2022.4.1-2023.4.28 ; Group purchase list data source: 2023.4.48 Beauty list No. 1
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