Why is there no one in the "bathing center" all of a sudden? 2 major reasons make customers no longer dare to go, do you still go?
The bathing center used to be one of the most popular places for northerners to relax in winter. In the Northeast and other places, the bathing culture is particularly developed, and red wine baths and milk baths are the first choice for people to chat and relax. However, in recent years, the popularity of these bathing centers has declined significantly, and the once thriving stores have closed down. The reason for this is that the epidemic prevention and control situation and the change of consumer preferences have played an important role.
China's bathing culture has a long history, and it has been an important ritual to ward off evil spirits and diseases since ancient times. In ancient societies, the aristocracy saw bathing as a major event, existential and accompanied by elaborate procedures. Affluent families are also using natural materials to enhance their bathing experience. With the development of society, ordinary people have also built their own public baths. After modern times, commercial bathing centers came into being, not only providing basic cleaning services, but also adding massages, back rubbing and other items to meet the various needs of customers. It can be said that the bathing industry in northern China has maintained a good momentum of development.
However, the good times were short-lived. The outbreak of the new crown epidemic has brought an unprecedented impact on bathing centers. Due to the high concentration of people and the closed space, the virus can easily spread quickly in bathing centers. Coupled with the increase in consumers' awareness of epidemic prevention, business suddenly became cold. Many bathing centres were forced to close due to the enormous pressure to operate. Even though some centers have increased the frequency of cleaning and disinfection and increased the reservation system, it is still difficult to recover the flow of visitors. It can be said that the epidemic prevention and control situation has directly hit the profit model and operation mechanism of the bath industry.
At the same time, people's consumption concepts are also undergoing profound changes. With the improvement of living standards, family bathroom facilities are becoming more and more perfect, and many people choose to enjoy a more private and comfortable bathing experience at home. At the same time, consumers are paying more attention to the hygiene, safety and privacy of bathing centers. The high foot traffic in the bathing center increases the chances of bacterial infection; The sharing of lockers and bath towels also poses certain hygiene risks. In addition, security risks such as personal privacy leakage also discourage customers. To sum up, consumer preferences are shifting from public bathing centers to home and personal care products. Bathing centers are faced with the dual challenges of consumption concepts and lifestyles.
In order to adapt to market changes, bathing centers are actively exploring the path of innovation and transformation. On the one hand, the management of the center strengthens internal operations and improves service quality and efficiency. The provision of disposable products and private room services has become an important means of ensuring hygiene; The introduction of high-tech equipment to monitor environmental hygiene in real time can also increase the sense of security of customers. In addition, the development of unique services, such as yoga studios, audio-visual lounges, etc., enriches the customer experience, provides new attractions for existing customers, and is more likely to attract new customers.
Of course, digital transformation is an important direction for the innovation and development of bathing centers. Online booking, payment and settlement are safer and more convenient, and human contact is also reduced. The bathing center can also be promoted online in the form of a live webcast. These digital initiatives have both improved operational efficiency and created new connections between the center and its customers. It is foreseeable that with the progress and application of science and technology, digital transformation will become a new growth point in the bath industry.
To sum up, under the double blow of epidemic prevention and control and changes in consumer preferences, bathing centers are facing severe operational challenges. But there are also opportunities in a crisis. By improving service quality, enriching experiential content, and digital transformation, the center is gradually rebuilding customer trust and developing new profit models. It is foreseeable that after the transformation of bathing, the future will bring people a new bathing experience and regain its former glory.
