Such a short-sighted way of thinking is impossible to take responsibility for customers and provide good services.

The competition is also becoming increasingly fierce. The level of competition is constantly upgrading. The main reason for many beauty salons not being profitable is the problem of the shop owner's management skills. Many beauty salons have less than a hundred customers, some even only have dozens of customers. How can they make a profit? There are many reasons why beauty salons don't make money, but excellent beauty salons do well in every detail. On the other hand, loss-making and deficit beauty salons have various reasons. In the Shandong beauty industry, two beauty salons (Saman Lisa and Routhine) stand out and have become the leaders in the industry. Wherever they go, high-end consumers come uninvited, and wealth flows in!

Part One: Business Thinking - A beauty salon must achieve these to be profitable and become an excellent store! Expert in brand! Winning in concept! Strong in strategy! Success lies in employees! These four factors are indispensable and necessary strategies that must be followed. There are no shortcuts that save time, effort, and money.

Expert in Brand: Beauty salon owners often focus on discounts and distribution when evaluating brands. They then consider support plans such as exclusive sales plans, distribution plans, large-scale terminal meeting plans, and now popular cross-industry alliance plans, travel plans, experience plans, etc., with dozens of plans available. Behind all these plans, there are often brands with high prices and low quality because manufacturers know that the quality of a beauty salon brand is reflected through beauty techniques. Good beauty techniques make the product quality seem good, while poor techniques cannot reflect the "good" quality of the product. That is to say, beauty products are just a lubricant. Massages cost 20 yuan per hour, and a single care session costs at least tens to hundreds of yuan. This is the value of "beauty." Without valuing product quality and only focusing on making money, how can a beauty salon win customer trust? Without a foundation of quality products, how can a store last long? Such stores are abnormally quiet and usually lose money, which does not deserve sympathy. Beauty salon owners, have you considered the benefits of your customers when making money? Have you thought about them? In which aspects have you made efforts?

If a beauty salon wants to succeed and make money, it must prioritize product quality. Owners should personally experience the product quality and let customers physically test the product effects. Only after everyone feels the product quality is good should you consider introducing the brand. The obvious effect of high-quality products is the key factor in winning and retaining customers. Losing the quality foundation makes all other services mere illusions. For a profitable beauty salon, "product quality" is the key.

Winning in Concept: Many owners have no idea what a concept is or its significance. A concept is the highest guideline for store development. 1 What kind of service do we offer our customers (such as high-level enjoyment, staying young, respect, enhancing cultivation, learning health preservation, etc.)? What do customers gain? 2 What do employees gain from working in the store (personal ability enhancement, rich income, learning opportunities, promotion opportunities, and future entrepreneurial capabilities, etc.)? 3 What responsibilities does the store take towards society (such as helping the disabled, the elderly, the weak, volunteer work, etc.)? Most stores only have management systems and reward-punishment systems without development plans or business concepts. Such stores merely labor year after year, month after month, day after day, like a bear breaking corn cobs and ending up with just one cob. These stores work hard for a year, yet their customer numbers do not increase, employee abilities do not improve, and they wander aimlessly, causing themselves great harm without increasing profits or avoiding losses. Employee incomes do not rise, and such lifeless stores lack vitality. They are like blindfolded donkeys pulling mills, working and running endlessly, yet the store remains unchanged without any positive changes. How can such stores attract customers or retain excellent employees? Stores that lose their development foundation (customers) and development basis (employees), and also lose the guarantee of quality service, will lose the foundation and conditions for development and cannot achieve anything.

Stores lead a high-quality lifestyle, create a high-class living standard, let customers enjoy high-quality services, enjoy life, feel fashion, create more luxurious, free, and warm services than hotels, and feel the nobility of life value and true respect and appreciation. All the store's work should revolve around the business concept. Concepts are important factors in retaining old customers, attracting new ones, and retaining excellent employees. Stable old customers bring continuous new customers, rapid performance growth, high employee incomes, forming a virtuous cycle. Designing a business concept is not easy, and implementing it well is even harder! This is the main reason why most stores do not make a profit.

Strong in Strategy: Most beauty salon owners have low educational levels, and those who understand marketing are rare. Strategy refers to the store's direction and goals, operational tactics, and promotional plans. Many stores operate like bears breaking corn cobs, busy all year but with meager profits at year-end, blaming high brand purchase discounts and insufficient profit margins. They plan to introduce another brand with higher profits next year, typical selfish behavior focused solely on making money regardless of others' welfare. Hoping to quickly earn all the customers' money and enrich themselves, such short-sighted thinking cannot take responsibility for customers or provide good service, so the store naturally does not perform well, and making money is not easy.

With direction and goals, store operations become orderly and efficient. Through direction and goals, the store can be positioned—high-end targeting layered customers, or mass-market targeting wage earners; positioning for weight loss or spot removal, or care and nourishment; understanding the distribution of target customers; deciding whether the store should be located in a commercial area as an image store or in a community as a cozy store; or near a mall as a flagship store, or inside a mall as a concept store. The store's goals and positioning act like a magnet, attracting these target customers because the store matches their consumption philosophy, level, and habits. Why do many stores start with booming business but soon become deserted? An important reason is that the store's positioning and service standards do not match customer needs. The concept of "equal social status" applies universally, and business is no exception. Similarly, a run-down store cannot attract high-spending customers, and extravagantly decorated stores deter those without economic means. Your store's attractiveness can already be compared based on these criteria.

Success Lies in Employees: Beauty salons differ from cosmetics stores where employees play a relatively minor role. Customers trust the store and the brand because cosmetic brands attract customers through quality. However, beauty salons are different as customers come for the beauticians since beauty salons attract customers through service rather than product quality. Therefore, customers depend heavily on beauticians. After some beauty salons lose their beauticians, they also lose customers, an important reason being that service is crucial. The results customers perceive depend on the skill and service level of the beautician, making the beautician's service level very critical. This explains why many customers trust beauticians more than store owners.

Beauty salons continuously improve service levels and enhance the professional competence of beauticians to better serve customers, which is an essential factor in retaining old customers. However, most owners do not truly value employees, genuinely caring about their growth. Instead, they treat employees merely as tools for making money. The only way they show this is by eating together and giving a few dozen extra dollars as hardship fees, never planning for the employees' future. Some even prefer employees to be naive, thinking it saves trouble and money and increases efficiency. Haven't you thought this way too? Owners worry that after painstakingly training employees, they will leave once they become capable. Indeed, this happens frequently, mainly because employees no longer see better prospects or higher development opportunities. Owners do not provide better paths or spaces for employee growth. Employee turnover cannot be solely blamed on the employees. Without good positions, it's hard to retain good employees. Everyone understands the principle that "only by planting phoenix trees can one attract golden phoenixes," but the key is in execution.

Respecting, valuing, and benefiting employees, making good career plans for them, and arranging their future development paths ensure that employees' abilities and incomes grow alongside the store and the boss. No store cannot become strong or big under such conditions. While the boss has cars, houses, and lives a leisurely, comfortable life, employees still struggle to make ends meet with a few hundred yuan monthly. Employees will inevitably seek other opportunities! Only by walking the path of common development and prosperity with employees can the store retain excellent employees, preventing them from helping competitors steal customers.

Part Two: The Five Senses and Six Feelings Indispensable for Beauty Salons (Five senses and six feelings refer to creating a good environmental atmosphere to influence and stimulate customer consumption needs and desires, promoting consumption, just as we always feel the urge to shop when we enter a supermarket):

1. Visual Perception: Whether the external appearance of the beauty salon (facade decoration colors, store name logos, etc.) and the internal environment (reception hall arrangements, hygiene conditions, overall environment of the beauty room, etc.) attract customers, stimulate desires, and evoke pleasant associations, increasing the chances of customers visiting and entering the store. Visual perception leaves the first impression, which is crucial as it relates to customer preferences.

2. Olfactory Perception: The smell inside the store affects the customer's mood. A faint, elegant aroma that lingers subtly and refreshes the lungs will delight and captivate customers, making them reluctant to leave. With such an inviting atmosphere, the store's business would naturally thrive. Many beauty salons fail due to inadequate hygiene, especially in summer when unpleasant odors greet customers upon entry. Poor ventilation in the beauty rooms, lack of green plants leading to oxygen deficiency, and customer discomfort are sure to reduce willingness to stay. Customers leave immediately after treatments, reducing communication opportunities between beauticians and customers, negatively impacting sales.

3. Auditory Perception: Music played in beauty salons lacks structure, with random selections based on personal preferences. Irritating love songs and intense rock music clash, disturbing customers. Music can regulate moods and emotions. Soft music relaxes the mind, and exquisite music evokes pleasant associations. Morning hours suit lively piano tunes to awaken aspirations, midday favors soothing Jiangnan silk bamboo music for relaxation, afternoon calls for string orchestra or guzheng solos for calm conversation, and evenings embrace romantic symphonies or saxophone melodies for a memorable experience. Music can facilitate transactions and boost sales, something store owners should pay attention to.

4. Gustatory Perception: Reception is crucial when customers visit the store, reflecting respect for customers. Neglecting customers creates problems. Offering tea, water, or beverages enhances the reception experience. Many beauty salons use essential oil products, and adding oral essential oils to drinks can amplify the effect, encouraging additional purchases. Creating a pleasant service and consumption atmosphere through subtle sensory experiences.

5. Tactile Perception: Eyesight stimulates desire, olfactory and auditory senses evoke pleasant associations, and tactile sensations of product textures present closing signals, relying on beauticians to seize opportunities for timely transactions.

6. Feeling: Beauty salons' business concepts create high-quality lifestyles and living standards, fostering pleasant impressions. When customers find these pleasant experiences, they become loyal patrons and recommend new customers, improving the store's business.

Part Three: Stability Within, Victory Outside: To become a profitable and outstanding beauty salon, one must excel. It is essential to stabilize internally (retain old customers, stabilize employees) and conquer externally (public relations, develop new customers). Without stable old customers, store performance fluctuates, affecting employee income. Low wages reduce enthusiasm, discounting service quality. Unsatisfied customers leave, creating a vicious cycle. Stabilizing internally is daily work, while developing new customers outside is the owner's primary task. Without new customers, the store lacks vitality. How can a listless, famous beauty salon make money?

Stabilizing Old Customers: Efforts can be made in multiple areas. Most stores register customer birthdays and offer gifts (cakes, flowers, presents) on their special day. Though common, this practice can be refreshed. If customers are from malls, supermarkets, or large enterprises, delivering gifts to their workplace during peak hours with significant fanfare satisfies their pride and influences others positively, promoting the store effectively. For individual or small-unit customers, deliver gifts at neighborhood entrances after work, displaying the store's sign, customer names, and placing gifts on tables. Asking passersby about the customer’s location not only enhances store recognition but also attracts new customers and boosts customer influence. Grateful customers will thank the store and introduce new customers.

Developing New Customers: Categorize customers based on the number of people in their units and adopt different strategies accordingly. Units with more people and better benefits should be prioritized. For units with ten customers, organize customer salons. For five customers, host buffets or welcome banquets, inviting each to bring one or two potential customers. Offer exceptional services to influential customers or giftable services like foot therapy, fitness, or other experiential services. Currently used methods include customer appreciation banquets, buffets, and holiday tours, all aimed at encouraging customers to introduce new ones. Increasing new customers continuously improves store performance. Developing new customers can leverage media advertising or collaborate with distributors for promotions.

The three-step process for developing new customers is indispensable. Extensive publicity enhances store recognition, raising awareness among the consumer group. Use familiar methods to let potential target customers contact the store. High-quality services allow customers to experience the store's strength and service level, building trust and loyalty. Avoid starting strong but finishing weak or overpromising and underdelivering. Discounting to deceive customers is counterproductive and might as well not be done.

In summary, the store owner's most important tasks are developing new customers and retaining old ones. Treat employees kindly, train them, plan their futures, and retain excellent employees. A stable employee team is crucial for retaining old customers. Reward old customers first with benefits and discounts because their support allows the store to develop. Letting old customers receive more benefits to inspire new ones ensures a solid customer base that is hard to lose. Add service items to continuously meet new customer needs, strengthen daily management, maintain hygiene, and create a good service environment. Continuously innovate and add new service projects, developing various service models. Only through constant innovation can the store thrive amidst fierce competition, become profitable, and secure better development.