In too many industries, at a low stage of development, operators often try to satisfy the needs of all consumers with a single product. Due to the lack of more choices for consumers, such operators usually also achieve success. However, as the industry market gradually matures, the number of competitors rapidly increases and competition naturally intensifies. In order to gain a competitive edge, all competitors will strive to perform better. The most important standard for "better" is to be more in line with consumer needs. But due to the differences in demand among different consumer groups, this concept of "better" has resulted in different standards. Satisfying all consumers with a single product or service is not only no longer possible, but also, due to the lack of characteristics and specificity, it can cause a company to lose its competitiveness.
Positioning is a necessary means to gain a competitive edge in differentiated operations.
1. Appearance decoration: Appearance decoration includes window and door decoration, wall decoration, and storefront sign decoration. Currently, doors and windows used as storefronts are mostly made of stainless steel or titanium gold plate frames, with full-body large glass windows and glass doors embedded inside. Images of beautiful people can be displayed on the glass windows to increase transparency and advertising effects. Walls come in various forms, such as polished and matte marble facades, ceramic tile facades, etc. Although hair salons don't need to renovate frequently, there is a necessity to pursue creative changes. From a strategic point of view, regularly innovating some equipment slightly can give customers the feeling that their image is changing constantly, which may be a wiser business strategy.
(Six) Consumer Interest Positioning
Hairdressing area walls can use softer decorative techniques such as soft packaging, wallpapers, wall fabrics, and colored interior wall paints. Lighting should preferably use incandescent lamps to be closer to natural light. Makeup tables should be set up, and mirrors should be installed on the walls so that customers can observe the results of hairdressing.
The entrance area should ideally be designed with stone or tiles, suitable for high traffic usage. Materials in various specifications such as rough surface, smooth surface, and anti-slip can be selected. The material and color tone should coordinate with the exterior wall.
Positioning strategies include content in many aspects. For a hair salon, it mainly needs to clarify its positioning in the following areas:
We should realize that in today's modern marketing theories gradually being understood by competitors, market segmentation and pre-positioning arrangements are not just desperate measures for survival, but have become effective means to gain a competitive edge. In the development process of a certain industry, due to fierce competition, the elite products and services of each competitor become very similar, which we call over-homogenization. In such a situation, the competitive edge in fragrance must excel in every aspect compared to others. However, objectively speaking, the vast majority of enterprises cannot achieve this. Therefore, more companies start to reinforce their features in one or a few aspects, gaining a competitive edge in local markets through providing different products and services compared to others.
Brand image, simply understood, can be seen as the impression of the brand in the minds of a wide range of consumers. It is the sum total of consumers' impressions of the brand. Different brand images suit different consumer groups. The positioning strategy of brand image will decide what kind of competitive ability you can obtain in what kind of group. Brand image positioning usually needs to consider the following aspects: category characteristics, comparative difference of products, previous image base of the brand, relative price, consumer group positioning, consumption habits and usage methods, cultural mentality and lifestyle of consumer groups, etc. By studying each of these aspects, the key points that the brand image should possess can be derived. If it is found that there are too many key points, they can usually be screened using the "Gadman Method" and the "Price Weight Average Method."
Appearance decoration includes window and door decoration, wall decoration, and storefront sign decoration. Currently, doors and windows used as storefronts are mostly made of stainless steel or titanium gold plate frames, with full-body large glass windows and glass doors embedded inside. Images of beautiful people can be displayed on the glass windows to increase transparency and advertising effects. Walls come in various forms, such as polished and matte marble facades, ceramic tile facades, etc. Storefront signs come in various forms and materials. Currently, the more popular ones include lightbox-style embedded lighting, which is very eye-catching; stainless steel or copper letters with marble walls behind, which look good and show class; and fiberglass letters, neon letters, and other forms, which can decorate the store logo in appropriate positions. Additionally, installing a sign light on the storefront is an indispensable project.
Target customer positioning, also known as target group positioning. Its main purpose is to clarify which consumer groups your hair salon mainly provides services for. When determining the consumer group, the following aspects are usually considered: gender, age, purchasing power, occupation, cultural mentality, lifestyle, entertainment methods and hobbies, etc. One should realize that knowing who they are is far from enough; it is also necessary to understand what they are like and how to approach and win them? For hair salons that already have a certain operating history, besides macro analysis, more of this work can be completed through the analysis and research of customer profiles.
The importance of positioning for hair salons, positioning is the condition for doing things, just like having a strategy before planning tactics in war; just like choosing a career, without direction, how can anything be done well?
A hair salon's business strategy is closely related to its market position. Usually, we can divide a hair salon's market position into four types: market leader, challenger, follower, and niche player. For market leaders, the appropriate strategy is generally to maintain the advantage, keep leading, and increase market breadth or service items. For challengers, a differentiated operation strategy or a strategy to surpass in local competitive key points should be adopted. For followers, breakthroughs in business propositions are not necessarily required; instead, deep development in local markets can be considered. For market niche players, careful evaluation of the value of the chosen market is necessary. In some cases, continuous investment capabilities and market entry costs should also be considered. Generally speaking, adopting a market niche player positioning should be done cautiously.
(One) Hair Salon Image Positioning
The reason why a customer chooses a hair salon is because this hair salon can provide him with value, and only when a hair salon can provide him with value that others cannot, will he be loyal to this hair salon. The value provided by the hair salon to customers is multifaceted, and different hair salons have different abilities to provide value to customers, which is the most direct manifestation of the competitive ability of the hair salon. Each hair salon should learn to think about what kind of value it can provide to customers and in which aspect it has an advantage. This is consumer interest positioning. It includes two major aspects: basic benefits and unique benefits. Basic benefits must be provided and are indispensable; unique benefits should at least have the following three characteristics: identifiability, superiority, and difficulty to imitate. These are some of the most basic issues to consider in the positioning strategy of hair salons.
The reason why a customer chooses a hair salon is because this hair salon can provide him with value, and only when a hair salon can provide him with value that others cannot, will he be loyal to this hair salon. The value provided by the hair salon to customers is multifaceted, and different hair salons have different abilities to provide value to customers, which is the most direct manifestation of the competitive ability of the hair salon. Each hair salon should learn to think about what kind of value it can provide to customers and in which aspect it has an advantage. This is consumer interest positioning. It includes two major aspects: basic benefits and unique benefits. Basic benefits must be provided and are indispensable; unique benefits should at least have the following three characteristics: identifiability, superiority, and difficulty to imitate. These are some of the most basic issues to consider in the positioning strategy of hair salons.
The reception area should have sufficient light, a bright tone, and a simple and conspicuous service desk, which can be combined with pool light modeling to create a relatively independent space. The service desk and display cabinet should be simple and practical. The service desk can use fire-resistant board-style wooden board cladding, decorated with metal or wooden lines. The display cabinet can be divided into several spaces, equipped with small spotlights and backlit lighting, displaying beautifully packaged cosmetics or beauty images with lightbox effects, prizes, etc.
2. Floor decoration
(Three) Consumption Circle Positioning
1. Appearance decoration: Appearance decoration includes window and door decoration, wall decoration, and storefront sign decoration. Currently, doors and windows used as storefronts are mostly made of stainless steel or titanium gold plate frames, with full-body large glass windows and glass doors embedded inside. Images of beautiful people can be displayed on the glass windows to increase transparency and advertising effects. Walls come in various forms, such as polished and ... The service desk and display cabinet should be simple and practical. The service desk can use fire-resistant board-style wooden board cladding, decorated with metal or wooden lines. The display cabinet can be divided into several spaces, equipped with small spotlights and backlit lighting, displaying beautifully packaged cosmetics or beauty images with lightbox effects, prizes, etc.
5. Hairdressing Area
(Five) Business Project Positioning
We should realize that in today's modern marketing theory gradually being understood by competitors, market segmentation and pre-positioning arrangements are not just desperate measures for survival, but have become effective means to gain a competitive edge. In the development process of a certain industry, due to fierce competition, the elite products, services, and business strategies of each competitor become very similar, which we call over-homogenization. In such a situation, the competitive edge in fragrance must excel in every aspect compared to others. However, objectively speaking, the vast majority of enterprises cannot achieve this. Therefore, more companies start to reinforce their features in one or a few aspects, gaining a competitive edge in local markets through providing different products and services compared to others.
The importance of positioning for hair salons, positioning is the condition for doing things, just like having a strategy before planning tactics in war; just like choosing a career, without direction, how can anything be done well?
For a hair salon, the distribution of consumers has obvious regional characteristics. Clarifying one's own consumption circle has an extremely important impact on the customer development and business strategy of the hair salon. Then, how do we measure the consumption circle? We usually use the "Positioning Map Method." For a hair salon in operation, according to customer profiles, mark the home addresses or workplaces of customers on the map, and it will be found that consumers decrease progressively outward with the salon as the center. According to the density reduction trend, different levels are set respectively, connecting points with equal density in all directions, forming irregular rings. The scope enclosed by these ring-shaped circles is the consumption circle of this hair salon. For a hair salon that hasn't opened yet, when selecting a location, the analysis can be based on similar units such as other local hair salons, restaurants, supermarkets, bathrooms, etc. It should be noted that even for two neighboring hair salons, due to the influence of their respective business strategies and market competitiveness, the scope of the consumption circle may differ greatly. This is also one of the main purposes of our study of the consumption circle.
Positioning is such a selection process. Positioning means making sacrifices, concentrating limited strength and resources to gain concentrated advantages in limited aspects.
(Six) Consumer Interest Positioning
Therefore, companies begin to set diversified products targeting different consumer groups with different demands, or launch specialized products according to the specific needs of a particular consumer group to gain stronger competitiveness. Thus, an original large market gradually gets divided into several smaller markets. For example, the clothing market is subdivided into professional wear and casual wear markets. This is market segmentation.
(Four) Main Service Object Positioning
1. Appearance Decoration
(Two) Market Position Positioning
In highly competitive markets, conducting market segmentation has become a necessary choice for survival. Here, the positioning we refer to, put simply, is determining one's position in the market.
3. Ceiling Installation
Hair salons, although not needing to renovate frequently, have the necessity to pursue creative changes. From a strategic perspective, regularly innovating part of the equipment slightly can give customers the feeling that their image is changing constantly, which may be a wiser business strategy.
4. Entrance Area
5. Hairdressing Area
The business hall is best set up with granite and tiles, with tones that should be simple and bright. According to functional requirements, partitions can be used to distinguish spaces, within which wooden floors or tiles and other materials can be exhibited, with edges decorated with materials of the same type.
Positioning is a survival strategy that must be adopted under high market segmentation.
Hairdressing area walls can use softer decorative techniques such as soft packaging, wallpapers, wall fabrics, and colored interior wall paints. Lighting should preferably use incandescent lamps to be closer to natural light. Makeup tables should be set up, and mirrors should be installed on the walls so that customers can observe the results of hairdressing.
Widely used are lightweight steel keel gypsum boards. Suspended ceilings can be combined with floor design to create various shaped pool lights. The edges can be decorated with plaster lines. To save costs, wood keel mineral wool sound-absorbing board suspended ceilings can also be selected, which are easy to construct.
The concept of business project positioning can also be expanded somewhat, understood as the evaluation of business priorities. A hair salon inevitably has multiple business projects, and the efforts invested in each project and the benefits generated naturally differ. Then, which business projects should be increased or reduced? What development strategies should be adopted for different business projects or business priorities, and how much effort and resources should be invested? For this, we usually conduct a comprehensive evaluation from the sales contribution rate, profit contribution rate, growth rate, structural nature, and market position of each business project. Generally speaking, the profit contribution rate and growth rate are two elements that should be given priority consideration. The evaluation of these elements requires some professional technical means. Here, I would like to remind everyone that according to different specific strategies, the importance of each element in the evaluation will also change. In the subsequent statements, we will specifically delve into this topic.