Hairdressing O2O: Want to do O2O or use service to change Word-of-mouth

Throughout the United States industry O2O, in its subdivision of the field at present nail O2O, beauty O2O became a hot spot, relative to the industry's first rise in the hair O2O, in the near future is significantly more low-key. From the Hairdressing O2O field appears several entrepreneurial enterprise to look, single from the model analysis, most of the form of the Platform integration Barber shop, also has a period of time before billion European network based on member management system and reverse O2O thinking into hairdressing o2o field of the United States, As well as the recent door-to-door service O2O trend to provide door-to-door hair service fashion Cat. However, as in other industries, hairdressing o2o The field of entrepreneurs mostly from the IT industry, few hairdressing practitioners crowded O2O large team, but the recent billion European network interviewed a O2O growth of the hair shop chain of the Associated Press, its founder Peng Country is the industry's hairdresser.

The birth of the Associated Press

The hair industry is rife with serious sales cards, but as hairdressers also have to push sales cards to improve performance. This is a kind of pressure on the hairdresser, and at the same time, it also makes the hairdresser unable to concentrate on serving the customers, which affects the quality of service. AP founder Hu Peng very dislike this way, so when he was a hairdresser never push sales cards to customers, but do not push sales cards there is no performance. Hu Peng, who wants to change the status of the hair industry, is determined to set up a hairdressing studio that does not sell, does not sell cards, does not participate in the holiday, does not discount. May 31, 2007 The Associated Press was born in an not-so-prosperous community in Shanghai, the Associated Press was a small studio with only three seats. Remote location and simple decoration environment, the Associated Press for a long time is relying on Hu Peng once in the original barber shop accumulated more than 300 old customers to maintain.

Rely on internet thinking to expand Shop, rely on group buying AP is a blowout expansion

2007 Associated Press founder of the first shop, due to the promise not to do cards, do not sell, do not discount, not a fake business model based on the founder of the previous accumulation of nearly 300 member friends, AP relies on a good reputation quickly popularity soared. In the same year Peng chose to open the second Associated Press studio in Shanghai's bustling area, but because of its small profit margins, the operating model was not enough to support the high rents in the bustling areas, and had to site reconstruction. The failure also confirmed the Associated Press's idea of running a store in a remote neighborhood. 2010, the public comments on the opening of the Internet comment era, AP gradually rely on Word-of-mouth in Shanghai began to have a reputation, some customers will even consciously put the Associated Press in the public comment on the passage of time more and more people know that there is such a do not push sales cards to concentrate on the service of the barber shop, a time of Shanghai friends have come, The Associated Press has made a number of Internet fame and its membership has risen from more than 300 to around 1000, so the Associated Press has had to open a third studio.

After the fame, the Associated Press's third store, Peng, has chosen a more remote residential area in the bustling district of Shanghai's Xujiahui, where the store was at a loss for a long time, so the real parity mechanism lost 120,000 in four months, but Hu Guopeng believed that as long as the service was done well and won the customer's word of mouth, You can do well by using the Internet. In the fifth month, the store began to make a profit, and the rise of group buying in July 2010 once again brought an opportunity to the Associated Press. Although compared with peers, AP more remote location and notation decoration style is not such as peer group purchase volume, but still rely on their own focus on the service does not push sales cards in the principle of purchase sales in the first phase more than a peer. By 2012, the Associated Press had expanded to 5 stores, at a time when peers began to notice and imitate their business model of not selling or selling cards. The Associated Press expanded to 9 in 2013, with the seventh in Beijing's Zhongguancun. 2014, the Associated Press into a large outbreak of the state, a year in 20 cities nationwide opened 56 direct stores.

Billion to understand the current AP in the country's 20 cities have 67 chain stores, annual turnover of around 2 million, is expected in 2015 annual turnover will reach 6 million. Now 95% of the AP's customers are online, Hu Guopeng said its app is being developed, but does not intend to focus on it, mainly because of the relative Yu Weixin, Taobao platform, the vertical app is not sticky to customers, the AP is currently mainly through the micro-shop, Taobao shop and buy to sell.

How to look at other startups in the area of hairdressing O2O

The hairdressing industry is a deepwater area for the Internet and is subject to regional constraints. For the current Hair O2O field of several startups, Hu Guopeng said they are difficult to do. O2O the most fundamental foothold in the customer experience, relying on service as the basis. However, the founders of several startups are mostly internet origin, although the team also has the hair industry, but they have to gather all the hair shop to a platform, but only to the store together, but for the nature of the store, customer experience is not binding on the management assurance services. The Associated Press is a typical online experience service project.

In addition, billion European network learned that the Associated Press using the partner mechanism of the public-chip model, in the Associated Press more than half of the hairdressers are their shareholders, according to the position to determine the share ratio. Under such a partnership mechanism, the Associated Press was able to expand rapidly in 2014, while ensuring the quality of its brands in large part. Currently, Hu Peng says the Associated Press is planning a hairdresser's pension system, which will allow the hairdresser to rely on shares to support the future. The Associated Press is committed to promoting a healthy development of the hair industry through standard and transparent prices by lowering rents, reducing renovations and bringing benefits to customers.

For the AP in the future development path, will inevitably encounter many problems, facing the same industry learning and competition, have to say is a threat. In the author's opinion, hairdressing O2O final Test or whether its service is standardized, experience is perfect, only create good Word-of-mouth, can win customers.