The confinement center is really an unlucky business

Half-Buddha immortal

2024-08-07 18:20Published in Zhejiang Commercial Technology Creators

The confinement center is really an unlucky business

Recently, a chain of confinement centers is about to go public.

The charges are expensive.

The cheapest package in Hangzhou, 168,000, 28 days.

Business is also very good, and appointments need to be made half a year in advance.

It stands to reason that the business is so good and the unit price is so expensive, it should be very profitable.

I'm sorry, I've lost money for three years in a row.

And people also made it clear in the prospectus,

"There is no guarantee that it will remain profitable in the future."

There is no way, it's not that people don't work hard, it's really because the confinement center industry itself is a very bad business.

Seeing this, you may be puzzled, how can a business that collects more than 100,000 yuan a month be rotten?

I didn't understand it before, but it wasn't until my family lived in a confinement center when we gave birth that I had an epiphany.

In this industry, only the appearance is glamorous.

In fact, it is a quagmire.

You see, the nature of the confinement center is consumption.

If the consumer industry wants to continue to do it, if it wants to do it without getting tired, it needs to be able to do two things.

One is repurchase.

Old customers recognize you and continue to buy you.

The other is referrals.

Old customers recognize you and recommend others to buy you.

Even if you don't need to spend a lot of money on customer acquisition, there will be a steady flow of customers.

There are many domestic brands, we think they are dead, but in fact they are still quietly alive, and this is the reason.

But for confinement centers, there are neither.

Repeat purchase?

Just kidding, having a child is not a meal, is it an easy thing, how can a person repurchase how many times in a lifetime?

And even if this customer wants to have another one, it is likely to be a few years later, and at that time, people may not change cities, what does it matter to you?

As for the referrals of old customers, it is even more of a joke.

Since I gave birth to a child, there are always people in the background who ask me about the confinement center I chose and recommend it.

Don't make a fuss, I won't recommend it if I die.

Because this is not a hotel, this is a confinement center.

First of all, the unit price of customers is expensive, hundreds of thousands at a time.

As long as there is a little bit of discomfort in the process, he thinks I'm a stupid X, how can this person recommend such a bad place, does he make a commission?

Secondly, the confinement center is about pregnant women and babies, and if there is any negligence or accident in the confinement center, I will become the enemy of their family.

The life of a child, the life of a wife, this is the most important thing for the whole family.

And then I just endorsed him so lightly?

Not to mention that there is no commission, even if there is a commission, I won't do it, and I can't sleep with this kind of money.

No matter how good the confinement center is, no matter how meticulous the service is, and how luxurious the decoration is, even if I take care of it, I can't help it.

I'll just tip a lot and never give Amway.

The more expensive the confinement center, the lower the referral rate.

Because people will realize that [Amway] [Recommendation] is a big pit, it is a huge risky thing, and it is to use their reputation to endorse people's lives.

Are you sick?

This leads to the fact that the confinement center spends a lot of money to buy back users, even if it is intimate, there may not be repurchases and referrals.

No repurchase, no referral, what is the cost?

The confinement center should continue to acquire customers.

A large part of other people's marketing is to maintain regular customers, so the overall marketing expenses are not so much.

But the marketing of the confinement center is all about acquiring new customers.

Keep acquiring new customers.

And that's not even the worst of it.

Because of some businesses, if the fixed investment is not large, even if there is no referral and repurchase, it is not so hungry for customers.

When you come to business, you will do it.

If you don't have business, you will stop.

But the confinement center is not.

You will need to sign a perennial lease with a five-star hotel.

You have to spend a lot of money on decoration, doing a rich woman's business, how can you collect hundreds of thousands if you don't decorate better.

You're going to hire a lot of professionals for a long time.

If there is a frequent turnover of people in the center for a month, how can you convince the rich women that you are professional and reassuring.

In order to keep these equipment from idle, personnel from idle, and houses from idle, you have to work hard to get customers.

Another listed confinement center, with a revenue of 500 million, has a sales expense of 100 million.

Because it costs money to invest in the stream, to cooperate with maternal and child health hospitals, to find various channels.

You're like Sisyphus pushing a stone to the top of a mountain, and the guests need to be constantly advertised to get them.

Other industries just lie down, and the confinement center has to continue to roll.

Isn't this business rotten?

It's worse.

Even if it is so volume, even if it is done to the extreme, the investment and service are full.

No, it doesn't.

There is also a competitor like BUG.

That is the confinement center of the maternal and child health hospitals in various places.

That's the real lore.

You need to spend money to acquire customers at a cost of thousands of people.

People only need doctors and nurses to give you a mention when you have a prenatal checkup.

You need to spend a lot of manpower and material resources on publicity.

People only need to say that the integrated delivery room is downstairs, the doctor is next door, and the confinement center is upstairs.

This sense of security is something you can't dream of.

You need to pay a large number of professionals.

People only need to reuse their own doctors and nurses.

Even.

You do your best to serve well and take care of your customers as if they were God, and customers will worry about your professionalism and service attitude.

And the resident doctor rounds mode that people go directly to.

There is no service attitude, kick the door and come in to check the room, but the customer is still very obedient and assured, after all, everyone knows that when the doctor's attitude is poor and impatient, it means that you are fine.

Once the doctor takes care of you with all kinds of attitudes and gentleness, it means that you have a big problem.

You see, how can private confinement centers play at this time?

Whether it is its own operation or market game.

It's really a terrible business.

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