In the spring, summer, autumn and winter of 20 years, he once led the giant state to chase the wind of the times, and now he loves young people more and respects their dreams.
Pan Shiyi, Feng Lun, Wu Xiaobo, Wu Sheng, is his friend, he has countless industry firsts, the first to put forward the concept of "beauty industry", the first to create beauty clubs, the first to create "box" products, all the way to witness the development of the beauty industry for 20 years.
He is the founder of Jubang - Guo Dong, enjoys countless halos and honors, among many entrepreneurs, he is a walking business card of the beauty industry.
In the spring, summer, autumn and winter of 20 years, he once led jubang to chase the wind of the times, and now Guo Dong loves young people and respects their dreams, and has cultivated many professional talents for the beauty industry. The reporter was sure that he had a more suitable label: entrepreneurial mentor. So there is this 5 pieces of advice that Guo Dong gave to entrepreneurs with his own experience.
Many entrepreneurs in the beauty industry have been customers of this industry, because they have seen a large market and high profits and have entered this industry and want to share a piece of the pie. Because of their perennial consumption in the beauty industry, they think that they are very familiar with this industry, very good to enter, and very good to survive, but his perspective is only from the end of consumption, can only see the downstream service market, and know nothing about the midstream and upstream.
So when you enter the beauty industry, you need to fully and three-dimensionally understand the overall situation of the industry, its history, the current situation, and possible future development trends.
To understand these most basic situations in the industry, we can think about several key issues.
The industry exists, profitable, because of what value does it offer? What needs are met?
What are the links in this industry from the source to the end? In the entire industry chain, who is the strong industrial end? Who is the most promising part of the market?
What value can each link create? What benefits can be gained? What are the core competencies that can survive in this link?
Where do you position the link you are cutting into in the industry, how will it develop in the future, and will it be replaced? Is it in line with your vision?
In 1997, I started my own business, doing cosmetics procurement business, and finding my own source as a supplier. At that time, I knew a Hong Kong sister Cai, who opened a beauty club in Shenzhen, and I went to help every three to five minutes, selling my own products by the way, and I would also ask her to help me sell a little. So that later I set up Jubang, in the trademark, products, sales and many other aspects, Sister Cai has given me help.
At that time, the information was relatively closed, and now the times are different, and if you want to understand an industry through many channels such as the Internet, the most direct and effective way is to put yourself in the industry to better answer the above questions.
You can find people who have been in this industry for a long time, listen to their suggestions and advice, if you have the ability and resources, it is best to find those who are more leading companies, and their views on the industry are more forward-looking. How many upstream vendors have you talked to, how many channel providers have you contacted, and how many stores have you visited? What did we talk about? These are directly related to whether your understanding of the industry is comprehensive and three-dimensional.
You can also go to the industry's larger exhibitions, communicate with professional exhibitors, and learn more about the industry. For example, the annual Beauty Expo, in Beijing, Shanghai, Guangzhou and other places, in the exhibition, usually will display some of the most mainstream optoelectronic equipment, the latest products, advanced concepts and so on. You can see how your potential competitors are playing, how the industry's top companies are doing, the future trends of the industry, and what everyone is concerned about.
Don't visit, don't investigate, don't take the initiative to integrate into the industry, you will always be just a layman, on paper.
Any industry is the same, as an entrepreneur, you want to stand firm, you must have the core market competitiveness, in the fiercely competitive market, if you do not even have the most basic core competitiveness, then how to talk about making your business grow and grow, and how to talk about entrepreneurial success?
Core competitiveness is mainly reflected in the distribution of their own connections and resources.
For example, some people are formulators, then he has an advantage in product research and development; some people were beauticians in beauty salons before, so when she opened a beauty salon independently, she had products, project resources and some customers brought out.
For many small white players who come in across industries, to find their own strengths, is marketing? Is it Toker? Is it a short video with goods? Or can you get goods at a low price with manufacturers?
Integrate the resources around you, find what you are best at, and you have core competitiveness.
In the early days, when I was selling cosmetics, the products were good, but there was no brand effect, and everyone was not familiar with them. Combined with my previous work experience in TV shopping, I went to Hong Kong to apply for an international trademark, and invented box management, turning the large-filled products used in beauty salons into sets of boxes, making the products more systematic, thus improving the brand positioning.
The previous beauty industry information is highly opaque, the development of science and technology is very lagging behind, is a typical sour lemon market, a brand as long as the mastery of a product, a store as long as there is a superb beautician can live a good life.
But now the beauty market is completely different from 20 years ago, this is a new era of beauty industry, relying on a product or instrument to start the era is over.
The fierce competitive environment tells us that a company wants long-term development, can not rely on a certain product, a project, an instrument, a person, but to achieve the integration of a variety of capabilities, with the growth of the enterprise, you need to dig deeper within the scope of their own circle of ability, and constantly reconstruct their core barriers.
For example, a beauty salon from the very beginning of the advantages, gradually expanded to the advantages of marketing, customer affection, after opening several branches, polishing the supply chain, to achieve supply chain advantages, and then began to do franchise, or after dozens of stores after the introduction of information systems, the establishment of big data management advantages, the future may also be artificial intelligence, 5G application advantages.
Therefore, the advantages of the enterprise must be to keep pace with the times, which tests whether the founder's vision is long-term, whether he can maintain a vigilant heart, and always pay close attention to the direction of the industry's future changes. Only in this way can we accurately grasp the trend and reshape our core competitiveness when the wave of change strikes.
In the past, some brands or entrepreneurs just looked at what made money and did what they did, in the language of the current Internet, it is difficult for such enterprises to form their own precipitation, and eventually they can only be swallowed up by the wind outlet.
Think about it, when most people are young, they see others play chess well, you also learn, and then you see that your peers have begun to play basketball, and you also think that playing chess is not interesting and run to the playground to practice... In the end, the chess skills are not perfect, and basketball is only a substitute player.
Therefore, instead of mastering a thousand tricks, it is better to practice one or several moves to the extreme. You can be knowledgeable, but you must also have a great deal of learning, and the same is true for businesses.
Now we are talking about market segments, such as skin management is a segment of beauty salons, but there are stores that do skin management that specialize in men's skin management, skin cleansing, and skin hydration.
So this is an era in which there are still more segmented professional fields in the market segment, in such an era, instead of casting a wide net, it is better to find their own positioning, dig deep in the subdivision field, cultivate their core competitiveness, not only fill the market gap in the narrow space to block others from entering, but also avoid head-on confrontation with the big guys in the industry.
If you can't break through in the existing market segment, then you can try to create a market segment, so that you can be the first to achieve the leading position.
20 years ago, the beauty industry was the era of beauty, hairdressing, and body beauty, jubang chose to start from women's breast maintenance, and gradually laid a leading position in this subdivision field, when people mentioned chest maintenance, they thought of jubang. Nowadays, all kinds of high-tech instruments, projects, and medical aesthetics are impacting this market, but Jubang will still maintain the old business, continue to cultivate the breast industry, do a good job, and do a solid job.
Because the best resources and the most customers are occupied by head brands with unique value, other small brands or new entrants are subject to asymmetric competition.
After 20 years of efforts, Jubang has fully possessed the head effect in the chest market, occupying the largest market share, the world's most extensive channel provider, and the strongest brand influence. Therefore, any new entrant in this field who wants to open up channels and open up markets will inevitably have to deal with the giant state and follow the rules of the game we have formulated in the circle established by the giant state.
Many people think that the beauty industry's customers are women. That's true, but it's not precise enough.
Is your client a 20-year-old girl or a 50-year-old sister? Is it a person who needs to address a skin problem, or someone who needs a nutritional supplement? Is it a person who likes to buy a king meal in a group or a person who can accept 20,000 membership cards?
In addition, you need to know where your customers are, where they are coming from, why they are coming, whether they will come again, whether it is possible to bring new customers, and so on.
Therefore, entrepreneurs should accurately locate their customer groups, and always maintain a keen insight into customers and a grasp of consumer psychology.
Jubang has developed for 20 years, experienced the change of customer generations, the customers we initially served have now entered middle age, before they were willing to spend tens of thousands of yuan to make a membership card to maintain their bodies, willing to chat with beauticians about feelings, now they have a family, have children and grandchildren, are they still willing to spend the same price to get a card? Are they willing to come to Jubang and confide in the beauticians when they have more catharsis channels?
Times are changing, and so are our customer base, and this change is far faster than we think. Nowadays, the post-90s and post-00s who have grown up in the mobile Internet era have become the main force of our consumption and have become the kind of people that merchants most want to meet.
Previous customers liked beauticians with good techniques, and now customers like instrumental massage and choose more high-tech products, so we need to develop and produce professional equipment to cater to the tastes of this part of the people. Nowadays, young people do not like one-time large consumption, so our merchants need to do group purchases, spelling, and build traffic pools on e-commerce platforms.
Only by grasping the needs and preferences of the target customer group can we seize their minds through scientific and accurate marketing activities.
For example, since last year, the concept of new retail has caught fire in the beauty industry, and many people do not know what is new retail, so they have begun to blindly advocate that they are new retail.
For example, in the past, people took the initiative to go to the mall to buy their favorite lipstick, and now young people will directly place orders after reading the lipstick recommended by Li Jiaqi by brushing Kuaishou, Douyin, and Xiaohongshu, you may not have the demand to buy a lipstick, but this lipstick has found you, and the new marketing method has affected you, so that you unconsciously pay for it.
Now our customers are such a group of young people, they are surrounded by the Internet, they are surrounded by mobile payments, a lot of things, you don't do it, don't try, you will give other people a chance.
The essence of the beauty industry is service, service is to do is customer feelings, and how to make customer feelings better, that is, to make the chain of service long enough. In other words, in addition to the essential service, what high value-added services can you provide to your customers?
As you offer more and more high value-added services to your clients, your trading relationships gradually transform into emotional connections.
Therefore, doing a good job of customership and maintaining the relationship between customers is naturally the first step.
Customers have a good impression of you, will be very willing to communicate with you, you can also judge her potential needs from some in-depth communication with her. The most common example is the upward extension of beauty salons, doing light medical beauty, medical beauty, or attracting young customers, introducing milk tea, coffee, and even light food in the store.
But the extension of these services is very limited, and the needs of customers clearly do not stop there.
A young woman may have the needs of dating, job hunting, travel, and continuing education, while a woman with a family may focus more on the needs of health care, children's education, and parents' pension.
According to the characteristics of their own customer groups, we should tap deeper needs and appropriately extend the service chain.
Most of Jubang's customers are high-net-worth women, so they have done a lot of forward-looking work in the education of customers' children, overseas study, overseas travel, etc., such as equestrianism, surfing, skiing, and overseas travel. At first, I did not think of doing this, but while considering going abroad and inspecting projects for my daughter, I also recommended projects with good experience and high cost performance to customers with the same needs, giving people roses and having residual incense in their hands.
Only by exploring the deepest needs of customers and satisfying him will we make customers more close, let customers have more psychological dependence, and enterprises have greater market space.