Recently, I have often received such questions. How should I design and renovate the reflexology shop? What is the business positioning of your foot club and bath center? Many operators do not know what is business positioning. The business positioning is not clear, how to talk about design and decoration? If you want a great decoration design for your pedicure club, you must first understand the business positioning of your pedicure club.
What exactly is business positioning? Simply put, what is the customer positioning of your foot club? What kind of customer's money do you want to earn? Or more simply, who are you serving? What kind of consumer demand and consumer psychology do they have?
Why should we study these, many investors are wondering? Because investment decision-making is a very meticulous system. The same is true of opening a foot club, and the decoration of the foot club is only one part of its investment decision.
What kind of customers there are, what kind of consumer groups and target customer groups, what kind of market positioning. What kind of market positioning there is, what kind of business positioning there is, what kind of management positioning there is what kind of decoration positioning, it is unwise to pursue high-end decoration or luxury, and there is no investment vision. Simply put, the positioning of the reflexology club depends on its business positioning, and the business positioning depends on the customer positioning, and the customer positioning depends on the market demand.
To give a simple example, such as FQ, its market position is for customers who consume more than 68 yuan per capita. The main service items are 68 yuan, 88 yuan, 98 yuan, foot therapy package, and 188 yuan health care package. Its customer positioning and market positioning, what kind of consumer demand and consumer psychology does such a customer have? Relatively speaking, this price is relatively high-end, and customers who can accept this price are mostly not sensitive to price, but to services, The environment, humanization, privacy and other requirements are relatively high. And most of these clients are business entertainment or friends, and they are generally not happy to get acquainted (especially in small cities, this consumer psychology is even worse), so they pay more attention to privacy, at the same time, they Most of them are customers who often do pedicure, and they are relatively picky about the service level. The basic consumption needs are mainly traditional health care, supplemented by treatment. They have high requirements and appreciation levels for the comfort, warmth, texture of materials, convenience, and even the brightness of the lights. Because of their consumer demand and psychology, the decoration style and materials of the foot therapy store , Color, planning layout, etc. must adapt to the unique consumer psychology of its consumer groups.
If your target customer group is customers with per capita consumption of 20~30 yuan, then what is their consumer psychology and consumer demand? Most of these customers are mainly therapeutic or physiotherapy customers, and they have low environmental requirements. , And a high degree of specialization in services. Generally speaking, some additional consumption, such as seaweed mud, medicine foot bath, etc., has low consumption power, and privacy is generally enough. You can consider a card package, or a large room, a common room. For the decoration of the pedicure shop of such a client, its design and positioning can be as long as it is comfortable and warm, and it does not pay much attention to the style and style.
The most basic principle of the footwear club's decoration design positioning service to the business positioning is to consider the investment income ratio. There is an indicator that we must always consider, that is, the operating income per square day, that is, the average daily operating income of a square meter store. We might as well calculate an account in this way. If a 20-square-meter three-person private room, if placed in a FQ foot therapy store, the average daily return rate is 2, the number of customers per order is 2, and the average consumption level is 68 yuan. The daily revenue is 68 yuan/person*2 digits/single*3 singles/day=408 yuan/day, based on the storefront and the technician’s 4/6 share (the technicians of the small foot therapy store are divided according to the minimum wage or proportion, and the big store is based on Basic salary plus commission), minus 15% of rent amortization, 5% of management costs, 15% of operating costs (electricity, tea, waiters, shoe care, discounts, etc.), simple estimate: daily The gross profit is 408 yuan*(60-15-5-10)%=122.4 yuan/20 square meters=6.12 yuan, that is to say, every square meter can generate a gross profit rate of 6.12 yuan per day; if we want to realize the return of investment in one year Then, how much should our decoration cost not exceed, 4.08*300 (calculate the risk coefficient according to 300 business hours)=1224 yuan. This is the investment budget per level, and this includes air-conditioning (if it is central air-conditioning ~ about 200 yuan / square, split air-conditioning-about 150 yuan / square, equipment investment includes TV, massage chairs and other furniture, electric boilers, etc. 300 ~500 yuan/square), there is still 600 yuan/square of decoration investment, that is to say, your investment per square can not exceed 600 yuan/square, with this base, how to decorate, basically the tone is set for more than half .
When a project is started, we should all do a detailed inspection of it, analyze the target population, cultural level, cultivation taste, and our acceptance of new things, etc., provide targeted programs, and let the foot shop renovate The design effect must be in line with everyone's appreciation taste. The customers of the pedicure shop change every day, there are various cultural levels, and the appreciation level is also different. Therefore, it is very important to achieve the humanistic background of the design for most customers to accept. Some pedicure shops do not pay much attention to it, or even do not understand it at all. They went out for a turn and came back to commission a company to design. The design plan was severely out of the market, making the completion of the business opening time a time for loss and forced production.
The decoration design of the pedicure club is not an isolated project, but is served around your overall business positioning, and what kind of business positioning is adopted depends on meticulous, meticulous and extensive market research and market analysis. If you want a great decoration design for your pedicure club, you must first plan the business positioning of your pedicure club, and it is recommended that you make your business plan!
The business plan is based on the scientific data obtained from market research, competitor research and own resource research. It sets the market, culture and function of the pedicure shop, formulates marketing strategies according to the three major positioning, makes a feasibility analysis report, and determines the design content. Total investment and payback period. It is the only basis for formulating the engineering planning book and the overall design plan. It reflects the market's rigid requirements for design content and total investment, and is a red line in the entire decoration design process.
The business plan and engineering planning book are the only basis for the overall design of the foot therapy store. The designer must grasp the contents of the "two books", strictly follow the requirements, implement the three major positioning of the foot therapy store, formulate the overall design plan, and work on the renderings and construction. Figures and node diagrams are carried out consistently. Judging the design pros and cons is not the personal preference of the leader, but whether it can meet the requirements of the "Two Books", so that your foot massage shop will reach a wide range of customers, then your foot massage shop will be booming.
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