The feasibility and development status of the market transformation of the foot massage industry

(China e-Commerce Research Center) now O2O is not only a word of the Government's work report, but also not only the CEO, the traditional entrepreneur talk about the strategy, it is a pragmatic impact on the people's Way of life new things; the Beaver family and the home O2O model to make the "liberation of the Craftsmen" 's manifesto is well known. According to the product road network, door-to-door O2O mode of seed not only rooting in the north of the broad line of the city, also in some of the second-tier provincial capital city, such as Anhui Hefei on your home, door-to-door service content is also covered in all walks of life, cleaning, nail, beauty makeup, beauty, cook cooking, massage physiotherapy, car washing and so on, many entrepreneurs really dare to dare to do.

years ago, the author wrote a few door-to-door chef O2O Enterprise Analysis "Please cook to do dinner, how?" , and according to the public comments on the annual taste map of February 24 data, foot massage received more than 13 million people's attention, which shows that foot therapy as a way of life is more and more people recognized, so we change the scene combined with the experience to talk about home foot therapy, first from the traditional foot therapy industry characteristics, Then discuss the feasibility and development of the home foot therapy.


Foot treatment industry characteristics, female technicians more than male technicians


to the demand attribute, foot therapy is not like eating so just need, but just like drinking coffee is a kind of leisure, the user in the body to relax while receiving health conditioning, this is an incremental market; the highest frequency can reach once a week, these users are many of the foot therapy formed a certain dependence, that is, just need users.


to practice groups, door-to-door CEO Li Zhiyong in the interview, said the country in the foot therapy some of the catering staff in the 30 million, many of them have not been trained, and some have professional qualifications but not rigid rules (beautician needs certificate); This industry experience, Service awareness is more important than certificates, and we can call people who have more than 3 years of experience as "craftsmen". But in fact, the massage division is not respected this profession, they do not have the real name, the guests are through the number of calls to O ' clock, a very few professional Chinese massage division, except, and if the door-to-door service is not the same.


according to the product network, Li Zhiyong had been operating for many years under the line teahouse, with foot convalescent project, he said in the shop male technicians and female technicians in the proportion of net 2:8, and 5 years of professional women technicians monthly income can reach more than 8,000, and male technicians only about 7,000 of the income level, which is the outstanding characteristics of foot therapy service industry.


For service purposes, foot massage is not a means of healing, just like beauty is through long-term adherence to improve the health of the body or skin conditions, it is mainly divided into leisure foot therapy and health massage (there is the role of Chinese Medicine) two kinds of, and offline stores mostly casual massage category, because the latter to the professional level of high requirements, Practitioners of Traditional Chinese medicine massage is very few, health massage of the customer unit price is also higher, the lowest price is twice times leisure massage.


to the price of service, the Foot Care Shop project Many price differences are also large, including package, foot bath, SPA, Chinese medicine and ancillary projects more than 30 kinds, service time from 30 minutes to 2 hours, the price of the low 79 yuan, high up to thousands of dollars; In addition to the methods of consumer technicians, shop environment, equipment, Other services are virtually consumed.


compared with traditional foot therapy, the different
of door-to-door foot therapy

is also a pedicure service, but the O2O mode of booking via the Internet is quite different from the traditional to store mode, this is the line next two sets of play, so the home foot therapy is the Internet enterprises to do, and in the traditional foot therapy industry has many years of management Li Zhiyong but unwilling to lonely, want to borrow O2O Dongfeng again venture, So in the second half of 2014 to start washing projects, set up door-to-door to help E-commerce (Beijing) Co., Ltd. Door-to-door the first batch of foot therapy technicians are selected from the previous physical store, but these technicians will not serve in the store guests, both are completely independent business, only in the promotion and experience activities will be effective use of physical store passenger flow, membership advantage. However, the traditional boss can play O2O bad, and look at home foot therapy and to shop-style foot therapy The most important difference in the end.


1 price, from the commercial principles of understanding, consumer pricing is based on cost, the removal of store rents, such as large chunks of costs, the same foot care program will be cheaper to come to the door; from the author's actual observation, Vitality Frog's lowest price is 98 yuan (Promotion period has 58 Yuan coupons), and door-to-door projects in the manner of classification is very meticulous, foot care minimum 39 yuan, primary foot bath 59 yuan, point in place of personal foot therapy is 79 yuan.


2 convenience, do not need to go out for the user is a convenient choice, especially suitable for travel inconvenience of the elderly, and the user first experience the threshold is lower, but the fact is that the first to accept the new things are mostly internet people, so the first group of users and the real needs of the community is a paradox ( If they make an appointment for their parents to make sense, but the real strength and filial piety may not care about this discount.


3 security, mainly reflected in two aspects: first, personal safety, including technicians and users, and the traditional foot care shop, on the contrary, door-to-door provide foot treatment services are male technicians (they are also more willing to come, door-to-door service does not draw domestic helpers, their income will be higher), at the same time, enterprises need to audit personnel and security mechanisms to improve security Second, the legal risk, health massage is usually not the door of this type of risk, but leisure massage is easy to breed problems.


Door-to-door CEO Li Zhiyong that the foot massage is a human output as the main carrier of a service products, spare parts more convenient to carry, and the service awareness of the higher level of employees, valuing the evaluation system, compared to the disorderly order, the flow of large domestic workers, more suitable to build a O2O platform.


small lotus Only show sharp angle, door-to-door foot therapy just rise


the author through the interview and recent understanding of the information found that foot therapy as a traditional health massage industry, an important part of the degree of its being affected by the internet is shallow; First, people are more accustomed to shop consumption, to the store to enjoy more services; second, the emerging entrepreneurial enterprises are also very few, according to the product network links, Traditional Chinese massage has kung fu bear , point to, Point, Hua Tuo arrived, master, to E Palm, Panda home, according to the customer (is for the traditional massage shop diversion mode), and so on, and focus on home foot therapy only door-to-door, vitality Frog, point in place three, are in the beginning of 2015 only officially operational projects, mainly for individuals, But like other massages the door-to-door help also opened the Enterprise service.


points in place of the coordinates in the magic, under the Shanghai Wing Home Benevolence Information Technology Co., Ltd., the remaining two in Beijing, some products are not perfect, the function is still in the test, on-line service items are not many; But the author is worried that some home physiotherapy O2O project even do door-to-door O2O project will homeopathy launched door-to-door foot care business test water, by virtue of the existing advantages of sticking to users, such as Hua Tuo in Shanghai, Beijing has door-to-door foot massage, and community O2O Enterprise community without worry on the hatching of a massage project panda take.


Finally, the author believes that the greatest difficulty facing this new model of door-to-door foot therapy is the cultivation of user trust, habit and market:


first, the security of door-to-door service is the first problem, how to obtain the trust of new users is particularly important, it is understood that the door to help the current practice is the technician Audit + designated security personnel to accompany the door-to-door + real-time positioning tracking system, in order to master the work of the project time to do a good job, if beyond the background of the estimated time , will start a key alarm;


second, to the young people who like leisure, to the shop is a short period of time will not change the habit, door-to-door foot therapy just provides another option;


Third, door-to-door foot therapy in addition to crowding out the traditional foot massage market share, but also need to cultivate new consumer groups such as the elderly, because the traditional foot massage shop in the age of the crowd between the 30~40. (Source: Product/Wu Meimei)