34-Year-old entrepreneurial women morning light of the aesthetic "windfall" dream

Morning Light believes that beauty is the last "profiteering" industry, she hoped that the aesthetic can seize this opportunity. "The Chinese are most want to be the boss", this sentence will certainly arouse many people's sympathy. Beauty Chain organization Aesthetic degree of the CEO morning light to this experience is particularly profound. Do not pay the franchise fee, do not pay management fees, just four years, aesthetic degree of the franchise reached more than 1,600. And those who are highly publicized in the Overseas Chinese entrepreneurship, college students, the difference is that this group of people to join to realize the dream of entrepreneurship is not high, most of the women. By opening the beauty shop that many people cast a strange gaze on, they really started the boss. However, due to certain prejudices, the beauty industry has not been fully recognized and understood. Morning Light that many people do not know, in fact, this industry is also a gold mine. Beauty industry's gross profit margin can be as high as 90%, profit margin is also more than 50%, compared with many investment institutions in the retail industry, the morning light believes that beauty is the last "profiteering" industry. Beauty industry in China is still in the primary stage of development, market concentration and standardization is not high. At present, a total of nearly 50,000 beauty shops, chain stores less than 10%, in addition to natural beauty, Christina, aestheticism and other few can have hundreds of franchise chain brands, the local market almost no second echelon members, more than 80% are small and medium-sized single shop. A beauty project, may be handmade costs on a few dollars, if there is a brand and standardize the process, may be worth 80 yuan, "profiteering" thus born. According to statistics, China's beauty economy in 2005 output value of more than 180 billion yuan, is expected to be more than 300 billion yuan in 2010. Although the demand is big, the profit margin is high, but the market overall is not normative, the practitioner structure is complex and so on many factors also let the investment organization feel the beauty market is very "muddy". "Hun" often means opportunity. After several years of operation and large-scale expansion of the brand, aesthetic degree of silent development to more than 1,600 beauty shop size. Until recently received 15 million U.S. dollars fund injection, Aestheticism began to be widely concerned about. Entrepreneurship in the "SARS" that year, "Women for the Yue," the 34-Year-old morning of the first contact with beauty is also with this beautiful dream. Because of marriage with her husband moved to Beijing morning Light, after 9 months in the family housewife, feel very upset. Because like make-up, so she decided to do related learning, "think this industry is very good, can make money, to their beauty, to others also beautiful." Eventually, the morning Light decided to open a beauty shop and sell cosmetics. Before Beijing, the morning Light had a pioneering experience. Shenyang Conservatory of Music graduated the morning light was first assigned to a local dance troupe as a dancer, because unwilling to eat this bowl of young rice, not high pay, and transferred to the Shenyang construction system belongs to a research institute of the Union. Just over there is planning to do a technical immigrant service project, the morning Light took the initiative to undertake the project, began to engage in immigration services. [Page] Later, the morning light began to open up a translation service business, using the Shenyang LocalA number of foreign language institutions, students of various languages of the resources, the most can provide 16 languages of service, and at one time, some local government departments designated translation services. The experience not only made the morning light a commercial experience, but also accumulated some money for her later venture. But these experiences do not provide much substantive help for the creation of aestheticism in the dawn. At the beginning of 2002, the first beauty shop opened and the morning light began to offer cosmetic products, but she did not even know where to make a box. As a result of lack of experience, the first person to make out 50,000 of the total waste. After doing a good job of bagging, morning light from September recruit training, to the beginning of the 2003 training finished, did not expect to start publicity and promotion when the "SARS". Start-up start-up will have to stop for a while, in this case, the employee pay has become the greatest pressure, but if the newly trained staff dissolved, the loss is greater. The morning light took out the 100,000 dollars of wages that had been accumulated before the immigration service. By the June, people's lives and gradually return to normal, the morning light of the beauty shop also appeared a turnaround, almost did not do much propaganda, aesthetic by virtue of the rapid development of Word-of-mouth, and carry out franchise operation. Franchise Shop Direct Management aestheticism currently only a few large direct shop, the rest of the vast majority of the stores, but did not charge fees and management fees in accordance with the rules and regulations, the light of the morning said to maximize the benefit to the franchisee. Aesthetic degree of profit is to join the store to provide products, franchise stores can only operate with aesthetic beauty related products, and only from the group headquarters unified Purchase. and chain stores according to the headquarters of the sales promotion program can also get some profits, but also enjoy the full service profits, even some of the headquarters of the project training costs do not have to bear. At the same time, the morning light by helping franchisees to control the cost of investment to further improve their profits, such as headquarters will tell franchisees how to choose location, how to decorate. Beautician is an important resource for beauty shops. Many franchisee for how to choose and match the staff structure has no experience, but also a lot of people will think it must be good skilled. But there are too many experienced skilled workers, it will result in higher labor costs, but it brings great pressure on the company. Aesthetic degree headquarters will generally help the franchisee to carry out effective personnel collocation, such as arranging two very mature, two mid-level plus two students, so that not only more stable team, but also effectively control the cost. Although, the aesthetic degree headquarters does not charge the management expense, but the management service also will not fall. For the franchisee how to make money faster, the morning light that the key is the boss, "no unprofitable industry, only the boss not to make money." Therefore, to guide the boss to become an important part of management, the dawn called "franchise Shop Direct Management", "not for him, is we gradually taught him a set of patterns." Aesthetic degree of implementation of the three-level supervision principle. For the new franchise stores, the company will be assigned according to the level of supervision to the free shop, during which the task of supervision is to teach the boss how to operate, such as how to sell products, how to deal with customers, how to promote and so on. After entering the actual operation, addUnion stores can also apply to Headquarters for secondment of internship instructors, who generally have more than three years of experience. [Page] Staff training is also the beauty of the headquarters of the franchise to join a large support, shop staff can go to direct shop training. Aesthetic degree in Shenyang has a large direct store, business area reached 2,000 square meters, you can accept a lot of staff training and internship. Understanding to be able to do the morning light has been very concerned about staff management and training, she believes that headquarters staff to join the shop to guide the performance of the perfect, the owner of the franchise will learn to perfect, "the executive layer of a bottle poured to you, the remaining half of the bottle, if the half bottle you do not completely teach, to join the store left One-fourth bottles, it is not enough." So she asked her employees to keep learning and enrich themselves. Morning Light felt that "management is the Tube + understanding". In the company, she often goes back and forth to see what each employee is doing to understand what they think. Each month the department manager will report on all staff performance and conduct a loyalty assessment, and if the evaluation performance is too low, there will be a supervisor to communicate with the relevant staff in depth to understand the situation. "Now many young people experience fewer things and you have to steer him in the right direction." "In this system, the aesthetic rate of staff turnover is almost the lowest in the industry, which has become a good reason for venture capital." For the understanding of staff, the morning light is deep experience. At the beginning of her start-up, her first store had 6 employees who had resigned collectively, and she was always wondering why. "I pet a few employees, we eat braised pork ribs every day, other beauty shop staff that is to eat cabbage stew tofu, but they still group away." The morning light later chatted with the shop chief, only slowly understood, is because the spirit lacks the communication. The "understanding" in the morning light, but also includes instructors to understand customers, to show their beauty to customers, "people see Beauty, will pursue beauty", this beauty includes instrumentation beauty and high quality. One time when she was on Jal's plane, she found the stewardess in the whole process of pouring water, whether or not to face the passengers are smiling, and many of the Chinese stewardess only to hand the water smile, after she also began to advocate smile service in the company. As a female entrepreneur, the understanding of the family is also very important. For the dawn of entrepreneurship, his lawyer's husband also after a long time to change the attitude, began to understand her. The morning Light said, the husband looked down on the industry before, someone asked him what his wife was doing, he did not say is open beauty shop, but now will be very proud to talk to others. The morning light smiled and said, "It turns out everything." ”