Hair industry, most women's just need, traditional local life representative

Hair industry, most women's just need, traditional local life representatives. Supposedly the market is very large, oil and water many. According to the Rapid Research Institute of Public Information, the proportion of Internet local life service turnover, catering food for 37%, leisure and entertainment 27%, tourism Hotel 19%, beauty salon 9%, the remaining 8%. 2011 hairdressing turnover of 100.6 billion yuan, 2014 is expected to be 230 billion yuan, although not a burst of growth, but also considered smooth.

However, in the area of "hairdressing O2O" which is gradually being transformed by the Internet, there is no big investment project to disclose at present, but there are many vivid "death" cases. In this article, we mainly choose from 2013 onwards, the industry has a certain influence of the hair O2O to comb, to see if they go through or not go through the road.

Before we begin, we need to clarify some of the features of this hairdressing O2O.

1. The hairdressing industry is close to life, but the process of internet is slow;

2. The main contradictions between supply and demand in the hair industry are concentrated and obvious, in addition to the localization features obvious, the main contradiction in the hair industry can be summed up to two key words: trust (Customers and hair stylist on hair and hair products, the contradiction between price/performance), Discount card--and the latter involves

3. In resolving contradictions, the hairdressing O2O project chooses different angle of entry, but there is still not a mature all-inclusive project, can solve those two "key words";

4. Whether it is investment or the development of products, there is no giant intervention in this area;

5. Because hairdressing is not a high-frequency requirement, each click needs to be of high value-although some hairdressing O2O projects find their own profit model, most of them are not so fortunate.

The tiger sniffs out several patterns of hairdressing O2O:

A． Customer-focused

This model is mainly by showing hairstyles to select the required hairdresser, or through lbs to elect a nearby barber shop, supplemented by a comment system to more accurately select the stylist. This kind of product to solve "trust" and "Discount card" contradictions have different attempts:

1, Meimei Beans

"Features" focus on the protection of the C-end: online integration and transparency of the implementation of regulations to ensure the interests of consumers.

"Shape" App (IOS, Android)

"Financing" November 2012 won the Pine Fund to provide millions of yuan seed Angel

June 2012 is the online Meimei Bean app in the appointment of hair as the core content of the premise, the main customer experience protection, the official said, Meimei Bean has accumulated millions of users.

Meimei beans hope that by meeting customer demand, to solve the traditional hairdressing industry two significant problems: first, the hair salon consumption card recharge, the second is the use of the hairdresser's opaque products. Many consumers have encountered a hair shop failure recharge card without a refund or after a hair salon encountered "sky-high consumption list." In view of these two points, Meimei bean one aspect launches "The Meimei Bean One card" (Entire platform salon general) guarantees the recharge amount not "nowhere refunds"; On the other hand, when a user makes an online appointment with a hairdresser, he or she can see the product and the price label they are using--------------------"Meimei's Consumer Protection program Otherwise, it will be "off the shelf", and if the customer is not satisfied with the final tailoring effect, you can reserve the same item for free within two weeks.

However, this "pass card" mode is equivalent to take away the hair stylist and the charge card management right from the hairdressing shop. As we all know, the barber's introduction of the card is intended to attract regular customers and early absorption of funds, not only that, but also through the way employees rebate, so that employees strive to promote their own membership card-this itself has formed a set of closed-loop in the shop. Meimei wants to take both of these rights away from the hairdresser (to the root of the salon) unless it brings significant passenger and earnings growth to the hairdresser, and is likely to face obstacles in the future.

2. Fashion Cat

"Characteristic" B-end management system: let users evaluate hair stylist, but return the management right to barber shop

"Shape" App (IOS, Android)

"Financing" its official announced in August 2013 to receive millions of Yuan Angel investment

Also as a product to help customers "find a barbershop/division" function, fashion cat positioning itself as "high-end hairdressing O2O platform", and at the end of June 2014 launched the "fashionable cat Wang Shop" to try to solve the vertical O2O offline experience and online management between the current situation- Especially in the hair industry that attaches great importance to customer loyalty.

To this end, the fashionable cat Wang shop to do a barber shop to build a management system, the store manager can manage the whole store through the system to monitor the operation of the business and hair stylist work, the appointment information better, more accurate account to each hairdresser, and through the customer to the hair stylist evaluation Judge employee performance. If the Meimei is doing is to deepen the C-terminal experience, then the fashion cat's idea is to deepen the B-side control, to make the appropriate rewards and punishments system, the barber's management will be refunded to the barber shop while also reducing their operating pressure.

3, have become Meteor products:

A. Ease of beauty

If you talk about the future of the hairdressing industry in 2013, there is a product that will be mentioned horizontally------assured beauty. And its founder Xu is also the founder of 3W Coffee and the chairman of the net. Rest assured that the United States in October 2013 to complete the 4 million Yuan Angel round financing-sounds smooth sailing, but only also announced in the same period no longer as assured the United States CEO position, will be assured that the United States team to Cocoa core team to take over, and April 2014, assured the United States announced has entered the bankruptcy process.

Open Android App A look, found that the United States is based on the user's guidance to enter (that is, at the user's point of view of the progressive end of the barber), full-featured Neat, and successful entrepreneur endorsement, can be said to now is a good product.

B. The United States secret

November 25, 2013 on the line of the U.S. secret based on the question-and-answer mechanism to help users choose hair stylist, they believe that the normal hairstyle display does not make it very good for customers to trust the hairdresser. Through a series of questions and answers to determine the hairdresser's final comment on the model to help customers find the right hair stylist.

C. Simple Network

The last update of the August 2013 Briefing Network app is now off the shelf, but through some simple introduction, tiger sniff can presumably guess its model is just a simple appointment hair style model, should include hairstyle display, looking for hair stylist, look at the nearby barber shop, coupons and so on.

It's not hard to see from these dead products, their common feature is to try to solve the relatively easy pain point in the hair industry-to help users find the right barber, but not to create the right mechanism for this low-frequency demand to bring sticky or higher value-added, so the final miscarriage.

Two． From the hairdresser.

4, Wave Network

"Characteristics" through the mature UGC discussion area to obtain the user's favor

"Form" web, IOS, Android, WP

"Financing" a round of 8 million yuan, B round million RMB

"Profit model" online advertising and offline activities should be profit points

At the beginning of the 2010, the BO network through similar electronic magazines in the form of hope to solve the hair stylist to keep up with the trend of demand. But then the wave net is actually not a O2O product. When developed to a certain scale, wave network began to try to form a UGC content based learning discussion area, after this discussion area gradually undertook the hair stylist and the customer docking function, in July this year launched the Wave Hairdressing assistant app, the wave net through the question link formed the stylist-the user closes the loop.

There are many quality UGC content in the hair-sharing of the wave net, and the selected hairstyle is the integration of the content again. According to its official sources, the Wave network now has 350 cities, 380,000 hair stylist and about 20% daily live.

In the new online shopping mall, you can buy hair tools and hair tutorials (such as a web-based tutorial or an offline tutorial organized by a salon) to say that you have completed a complete set of services among hairdressers. And the New Wave Hair Salon Assistant app is more focused on the C-end, through the docking with the wave network, trying to build a hair industry "Quora".

Hair stylist only need to look at the circle of the Internet, look at the people in the vicinity of the need to take the initiative, customers can through the hair stylist in the wave posted on the content to determine whether they meet their requirements. Bobo CEO Shranya once said, "at the same time to catch consumers and hair stylist is too difficult for a start-up, so the first (wave network) only to do hair stylist." ”

"Similar Products"

A. Beautycos: July 2014 just on-line, its thinking and wave network is probably consistent, competition is the quality of content producers, due to its online soon, the data is not perfect, here will not be compared.

B. Le Show network: is still for the hairdresser technology sharing.

5, Dead Products: Beauty chat

"Featured" a social software for hairdressers

"Form" IOS

"Situation" has been off the shelf

The idea was to be a hairdresser's social software that didn't survive for more than 1 years. Similar special vertical social products have farmers ' social "one-metre work", there is the social "mint" of weight loss, but whether it is interest-oriented or career-oriented, once the "vertical social" is chosen, the total number of users will face the ceiling and the product stickiness.

From the hair stylist, the stylist and the customer between the vertical interaction is another kind of hairdressing o2o pattern, and becomes one of recent new product trends. Starting with the stylist, this pattern can better solve the contradiction between the client and the hairdresser (bypassing the bad gnawing bones of the discount card), but the vertical and social characteristics determine the eventual "banker-take-all" situation.

Three． B-end C, try to solve two contradictions

6, Amy Cloud

"Characteristic" tries to solve two contradictions at once

"Form" App, Web page, own flat

"Financing status" not disclosed

"Profit Model" flat sales, B-side value-added services (location ads, advanced membership features), C-side discount cards and barber shop split

Ai Mei Cloud more special, this product has produced a unique profit model. Its strategic deployment is on-line B-terminal app, which relies on traditional hair chains and hair-learning centers--not only that, but also the proprietary Tablet PC.

B-end app named Hair Pass. The software can only be tested for 3 days, 3 days after the want to continue to use the need to buy an AI Mei Cloud tablet. The app's function is primarily to get users into the store, take a picture online, so that "hair tong" combined with the customer's face, scalp condition and skin color to recommend the hairstyle design for customers, and through its own procedures to allow customers to see the final possible style (PS), to avoid the customer's distrust of the stylist. In addition, Hairdressing Tong also has a member management, cashier management functions.

At the C end, locate the customer's image advisor and get through to the B-side-that is, when the customer tries the hairdressing pass in the B end the data (scalp, face shape, skin color, what hairstyle of the first time does, the choice hair product and so on) all are imported to the C end, use this to give the user to do some personalized maintenance knowledge as well as the activity recommendation. Amyen brand effect has begun to take shape, they are in the B-end products through with first-class hairdressing college to promote, C-end through large chain agencies such as hair family, East field modeling, such as laying open a large network.

Amyen mainly help the store to improve turnover, to solve the customer's distrust of the barber, management is still referred to the barber shop (this is different from Meimei), and to a certain extent began to try "pass card".

"Similar products": STYLR

STYLR's model and promotion methods are similar to Amyen, now only for the Singapore market, the upcoming March to Kuala Lumpur, Malaysia and Jakarta, Indonesia.

The idea of carrot and stick is in fact similar to the mainstream of many industries in China, through the hardware to master its flow, but not limited to traffic. The strategy hopes to be a good starting point by partnering with national chains and hair-learning institutions.

To sum up, the hair industry pain point is obvious, but also very stubborn

Looking at the "Hair App", which has only slowly started to fire for nearly 2 years, it is not hard to find that if you only do simple "diversion" work, even with the support of the fund chain, it is difficult to support, because the hair industry's internet level is low. Hair O2O industry difficult to do, in this respect, electric business wife Zhong has summed up why hairdressing O2O has not really touched the industry pain point reasons:

1, the current beauty salon O2O platform Core hair stylist number is not enough, the user more value regional, so the platform stylist end difficult;

2, for the barber shop, the internet will not be a temporary access to the source of important channels, hair stylist in these O2O platform update information on the power will not be too high;

3, the user of the hair industry distrust can not disappear because of existing products;

4, hairdressing O2O profit model has its own problems. Hair stylist Fluidity is very big, especially good hair stylist, often go to the other. If the cost of getting customers to the barber shop to bear, this creates a contradiction. In fact, the barber shop will still be keen on the traditional kind of card access to the model, the benefits can be precipitated funds, access to cash flow, stabilize the source, the loss of the real hair stylist to the minimum.

To view the existing pattern of hairdressing O2O, many are to solve the barber and customers to establish a shallow relationship between the problem, but really touch the "bones", involving the barber shop or barber industry opaque cost price, as well as the semi-compulsive (do not run card prices extremely high) Discount card system problems are few.