On-site massage, the big breakthrough

Today's all-in-one entrepreneurship is pervasive, and the industrial innovation that has sparked it is amazing. The traditional industry, is a vigorous and dynamic transformation of the reform. The War of the massage industry is also continuous.

And for a home massage, this kind of more humane and convenient massage service items, you will be about? Do you dare to ask?

Home massage Market Cake Huge

Summarize the life of modern people with two words--fast and tense.

Fast and tense life rhythm, bring the rapid economic development, while the rapid economic development, but also accelerate people's life rhythm and anxiety.

The price of this fast-paced life is that more and more people are borrowing their lives in exchange for wealth. Fortunately, now people's health awareness began to strengthen, coupled with the strengthening of the economic base, the choice of nature, the unity of Heaven and earth, from the inside to the outside docile TCM regimen of health care more and more. Nature is also due to TCM health care effect is indeed after thousands of years of precipitation in China and the former verification.

and massage, as one of the means of TCM treatment of diseases, as ordinary people to carry out daily regimen, got the market pro-gaze.

Therefore, is in full swing to the traditional industry to carry out the invasion of the change of the wind, also scraping the massage industry. For the service industry, the most essential change and upgrade is to make the service quality more extreme.

Therefore, with a powerful subversive Internet technology as a tool to convenient, humanized features of home massage, came into being.

It is understood that deep-rooted management consulting field for many years of senior consultants, and now "home massage services for the main" massage Platform comfortable bar CEO Tan Jun has said that the future will become people's way of life, the market demand for this is also very large, there is a certain development space. and on-site massage due to "high-frequency service, high guest price, easy to expand" and other characteristics, have been the pro-gaze entrepreneurs.

Therefore, Tan Junyi in the management industry for many years to train the business-sensitive sense of smell, as well as traditional Chinese medicine family to massage the industry's unique understanding of the massage is also a huge market to attract.

and belongs to the massage platform of Kungfu Bear CEO Moderaters also to the media count: There are about 10,000 online massage stores in Beijing, assuming that there are 2000 through the network to order, the average store has 5 massage therapist, each massage therapist every day to receive 7 single, each single guest unit price 100 Yuan, So every day Beijing massage store of water is 7 million yuan. If all the cities in the country add up is 20 Beijing market volume, so calculate down, only one day is 140 million yuan of water.

Obviously, the home massage 140 million yuan a day of water, enough to accommodate and attract a number of start-up companies involved in this field.

This is exactly the case, with at least 30 more massage and start-up platforms emerging. One of the basic models, there are two kinds, one is to shop massage, second, home massage.

For massage, I think consumers will worry about whether the masseur is professional enough? Does massage affect your health? Is the price of the massage high enough?

Now, the massage into the door service, I think, more consumers will worry about the question is: is the personality of the masseur is decent, will endanger their own safety?

Which mode is better between the two modes? But these two types of basic mode, there are different refinement, and the existing different to shop massage or home massage platform is not the same, the advantages of short, so the list of a few more representative to the store massage platform and home massage platform to carry out PK.

"To shop massage" PK "Home Massage"

1, to shop massage

(1) to shop massage o2o+ own team of massage therapists

To shop massage, refers to the use of platform, can achieve customer online transactions, offline to the store to enjoy massage service massage mode.

Most traditional stores, self-operated, has its own massage team, just use the United States Group, glutinous rice and other purchase sites, to achieve the transformation of the model. Consumers through group buying behavior, holding a coupon to reach the massage store for consumption.

Advantages: Under this mode, traditional massage stores operating characteristics of more traditional, not too big bright spots, but more than a line of source channels. But tradition has its own advantages:

Store massage, compared to home massage, its massage equipment is more complete, massage venues are more professional, stores have traces to follow, consumers more assured; own team of masseuse, easier management and overall control, as well as cost control.

Deficiency: If you want to be unconventional in this mode, but also need to operate in various aspects of service excellence and Internet. For example: brand on the continuous strengthening and investment, old customers of intensive and maintenance. These two aspects of the operation, not only the team has a strong management capacity, but also the cost of investment, time precipitation. Relative to the start-up team, the operating difficulty factor is large.

(2) to shop massage o2o+ contracted foreign massage team

Some of the shop massage is also more groundbreaking. Give up the self-built massage team This organizational structure, the use of a lighter management model, contracted foreign massage stores or massage therapist individual, make it for the platform services, that is, massage platform.

Advantages: Have to shop massage service massage, generally have "more complete massage equipment, massage venues are more professional, stores have traces to follow, consumers more assured" and other advantages; the signing of the external massage team, the organizational structure of the changes, so that the platform can save the labor required to manage the massage therapist, Financial costs; But the signing of a foreign massage team is prone to the risk of a massage therapist refusing to order and terminating the service unexpectedly.

Insufficient: Ignore the massage market in the demand for home massage customers. For example, some elderly people with mobility problems, people with disabilities, or a group of guests who need massages immediately.

2. On-Site Massage

On-site massage, refers to the use of platform, can achieve customer online transactions, offline to reach the customer's designated location to enjoy massage service massage mode.

About Home Massage:

Benefits: For the elderly or the disabled, as well as customers with immediate massage services. Broaden the business market.

Insufficient: First, the massage site restrictions, as well as massage tools to carry a certain degree of obstruction. For example: moxibustion, sweat steaming, foot therapy, massage bath and so on. At the same time, increase the travel cost of masseuse.

Second, the security of both sides of the service, home massage needs to break into service.

The third is to breed private transactions. Because the masseur trades with the client alone, it is easy to create a masseuse churn or to negotiate a deal with the client at a lower profit.

But these problems are not impossible to solve, at present a lot of home massage is also trying to solve the problem through other methods, the inherent shortcomings of the model. This also needs to be specific to the home massage case.

(1) on-site massage o2o+ contracted foreign massage team

Comfortable:

"Comfortable" is a home massage platform, the end of March 2015 on-line, on-line pre-financing 5 million, is currently planning a round.

"Comfortable" The main use of computer technology, the Internet communication and data analysis advantages, traditional massage professional skills and modern management methods, the consumer line up and down single, pay a step to complete, reduce communication and information analysis costs, improve customer trust and satisfaction.

"Comfortable" more than other platform-operated massage mode, a bit different is that the platform operation, although "comfortable" and massage therapist is also a partnership system, but with the employment relationship has a certain difference. The platform and the masseur are primarily a cooperative relationship that aims to increase the income of massage therapists. It is divided into 19 of the Tuina therapist and is subject to a 10% service charge.

In order to ensure the interests of the masseuse, "comfortable bar" in the early stage will provide a guarantee for the massage therapist, but the cost of transportation and materials on the loss by the masseuse himself.

In the guarantee of the quality of massage, "comfortable" general employment has more than ten years experience of massage therapist, many people have their own unique approach. And not because of the platform to relax the requirements of the Platform technician, nor to train some cheap temporary workers to the post.

Another major feature is the standardization of on-site services. "Comfortable" technician in clothing, massage bed, tools, home service self-introduction and a set of unified standards.

In addition, "comfortable" also provide consumers with massage beds (folding massage bed, placed in the toolbox is very convenient), considering the safety issues, comfortable bar will be for the masseuse to wear a recording pen, every day until 20 stop orders.

Profit mode: 10% service charge is charged to the masseuse.

Point hands:

Dot hands, is the Beijing Sea Parrot Technology Co., Ltd. launched an online appointment of Health massage therapist service home network platform, including the website and mobile clients.

Click Hands and apply online registration to the massage therapist. By requiring the masseuse on its platform to publish identity, diploma, Certificate of Employment qualifications and other information, to check the professionalism and integrity of the massage therapist.

Also requires a masseuse, on the platform to mark their good service items, project content, service length, charging standards. Give consumers a clear picture of their service content and fees.

Profit model: Mainly by the order of the split.

(2) on-site massage o2o+ own team of massage therapists

Kung Fu Bears:

"Kung Fu Bear" is an on-site massage service platform, with its own team of massage therapists. Management mode to publish the platform on a PC client or mobile client. The use of Internet technology, so that consumers can through the platform to understand the company's services, the information of the massage therapist, qualifications, fees and charges, the appointment of a masseuse. At the same time, you can also see the service status of the masseuse (whether on the road, in the service, or the end of the service).

In the professional degree of massage technology, "Kung Fu Bear" is the main selection of massage therapists. "Kung Fu Bear" requires technicians with years of work experience, full-time work, and a uniform clothing, tools.

In the protection of both sides of the preventive measures, "Kung Fu Bear" requires the customer mobile phone real-name authentication, so that the real information can be traced; female therapists can actively choose not to pick up the orders of male customers; The platform emphasizes the hiring of male massage therapists; "Kung Fu Bear" in the therapist client set up a key to call for help function, The system can be in real-time GPS positioning to understand the location of the therapist, easy to notify the company and alarm.

But the "Kung Fu Bear" security measures, only considering the provision of Service massage therapist, the other side of the consumer's safety concerns are not considered.

Profit model: According to media reports, Kung Fu bears are not currently paid for technician services. But in addition, there is no report on how Kung Fu bears profit, so its model is not good for pre-judgment.

Point to:

"Point to" is an online appointment of massage therapist on-site massage service mobile phone software, users can book mobile phone clients under the line of health care services.

From the product point of view, and Kung Fu bear similar. The user can choose the random mode by the guest convincing dispatch or the designated technician. The user can choose or place a phone order and receive a cash payment in person after receiving the service.

"Point to" recent new dynamic, is just the first to access the "58 home" one-stop home service platform. One in order to increase the traffic, two for the purpose of guaranteeing the quality of service.

"Point to" the relevant person said, supply point to consider training schools, recruitment system construction. In addition to the existing massage, the following may be opened with foot therapy, essential oils and so on.

Profit Model: Massage income.

PK Results:

The use of simple traditional massage stores, self-built massage team, offline development and maintenance of customers, in fact, there is not much analytical significance.

Because most of the continuation of the traditional model, perhaps the old store can rely on years of brand building and the support of old customers to survive.

But to be sure, with the penetration of massage, the market share of the old massage shop will definitely be divided, and it is likely to be more efficient and more cost-effective massage platform replaced.

And for the store massage and home massage with the contrast, from the general direction of the pattern, equal.

But subdivided into each mode of the individual massage platform, according to the current market products, can be from the platform details of the basic model of defects to make up, and the innovative upgrade of quality products are few.

But from the above analysis, we can also see that the products are worth looking forward to, such as "Kung Fu Bear" and "comfortable bar." Kung Fu Bears in the field of home massage services, the two sides are more concerned about the safety of the problem, preventive measures are more complete. But its profit model is rather vague, it is difficult to anticipate future development.

and "Comfortable" mode, to achieve light assets, to achieve the structure of the light configuration, but for the best benefit of the masseuse, as well as the use of basic salary protection model, to avoid the signing of foreign teams or massage therapists prone to rejection or sudden termination of the risk of cooperation. It can be said that the future is worth looking forward to "comfortable" in the field of home massage, and then there are unconventional innovation.

A more extreme home massage from 11 large incisions

In fact, throughout the home massage mode is more than just a few. And the big platform mode, very good copy. So, home massage to break through the pattern of homogenization, Liu Yan think it is necessary from the following 11 points to make the details of the breakthrough, more intensive and excellence.

1. Basic mode

Can not only be limited to certain types of basic patterns, can be integrated, mutual integration, learn from each other. For example, to the shop massage can also be combined with the home massage, the combination of the same, in order to achieve light assets, but also to retain talent, I can also learn "comfortable" and masseuse's "hiring non-employment relationship" model. Let the masseuse feel that the platform is for its interests, to the emotional and moving, to promote the work of the masseur enthusiasm and the sense of belonging to the platform. This is a kind of mutual benefit cooperation model.

2, Customer group analysis

Grasp and clearly know the object you want to serve. The use of Internet technology not only collects good consumer resources, but also includes business resources. Do a good job of background data analysis, consumer habits analysis and so on, the future can be excavated from the new profit point. At the same time, these data also help the company to formulate future development strategies.

3. Basic Principles

There are positioning, there are ideas, but not rigid insistence, with a flexible, dare to change the business ideas. Times have changed so much that consumers ' consumption habits are changing rapidly, especially in the internet age. Therefore, the innovation of enterprises, the most need to maintain the quality is: never stop the pace of innovation.

4. Profit model

From the current market on the massage platform, most of the massage platform is a single profit model, generally by the rake profit. When the competition is getting bigger, the price advantage no longer exists, it is possible to bring the industry into a price war.

Therefore, all kinds of platforms from now on need to constantly tap new profit points, innovative profit model.

For example, when the platform accumulates enough business and consumer resources to operate a masseuse with fixed consumer resources, a customer demand report that is not confined to the needs of the massage is developed, and the profit generating point is mined from it.

The platform can take advantage of working with advertisers, or profit from other cross-border activities offline, while learning capital operations, increasing platform revenue, and then having a stronger financial support platform for future development.

5. Intelligent Platform

Internet startups are inseparable from the support of Internet technology. More intelligent and user-friendly platform, for the massage industry, can be said to be more powerful. Help to save the platform of human, material and financial investment, to do a good job in the security monitoring of both sides, such as massage therapist or customers are receiving services to achieve real information acquisition, real-time dynamic grasp, to optimize the home service route, efficient use of time and so on.

6. Brand Marketing

Whether it's a start-up or an established company, never forget to establish the brand image of industry authority. Through the media publicity, public welfare activities and other channels, enhance the exposure rate, enhance brand influence, do not forget to cultivate positive energy corporate culture.

Good brand image, for enterprises, often can play a multiplier effect. Also conducive to sustainable development within the enterprise.

Use good word-of-mouth marketing. The role of word-of-mouth marketing can be from the user Experience report or some free help for some special crowd treatment activities.

7. Price strategy

Price, to have rhythm, phased, according to the service items, masseuse level, such as the classification of factors. Pre-publicity, can be from the price concessions, to attract consumers, to attract high-quality massage therapist or massage stores in the middle, and so accumulated to a certain number of consumers, and then by the rhythm of the introduction of more services, the corresponding price has also improved. Later, according to the market and consumer habits change, to change.

8. Talent mechanism

Quality masseuse resources are definitely scarce resources, how to avoid the loss of quality massage therapist. In addition to the company's welfare, humane care to retain talent, in the supply of talent, can also be based on the pace of development of the platform, the introduction of training mechanisms. For example: In collaboration with training schools, or to fund massage majors, or to set up a training base on their own, and to develop new massage talents using the platform's intrinsic quality masseuse. But in the management of talent mechanism, in addition to the means of keeping people in love, work to enter the rigorous, integrity and other high-quality talents need professional quality.

9, the Masseuse checks

The technical quality and professionalism of the masseuse is the cornerstone of the platform. Therefore, how to choose a high-quality masseur, is related to the consumer recognition of the platform, as well as the establishment of the Platform brand. In this regard, the Platform should strictly adopt the official accredited massage therapist, using the more experienced masseur. Establish the system of the massage therapist's guarantor and the massage teacher elimination system. To form a body of authority approved by the Department of Massage therapist audit system.

I believe that the first to occupy the authority of the expert masseuse audit system of the voice or authority status, it is necessary to become home massage field leader.

10. Security system

Security system, one refers to the data protection of the platform, the second refers to the security of the two sides of the problem, because home massage, is the door service business, security problems are the brunt. Therefore, the home massage platform, need to use the Internet technology, platform intelligence, to achieve a sound security system.

11. Payment System

Improve the security of payment system and introduce insurance claim mechanism. These subtle inputs will give consumers and businesses more confidence in the platform.

Liu Yan, Zen Road ponder Internet, public number: liukuang110

On-site massage, the big breakthrough