Many store operators have also followed suit and introduced plastic surgery projects, mainly for the face and facial features, such as minimally invasive surgeries such as traceless eye bag removal, traceless double eyelid molding, hyaluronic acid rhinoplasty, laser freckle removal, and Life-style "light medical beauty" projects such as water-light acupuncture, photorejuvenation, Thermage, and botulinum toxin.

The former purely relies on this to make a lot of money, while the latter helps stores lock in middle-class customers and increase profits.

Therefore, the criterion for taking off the shelves of light medical beauty projects is the store’s operating results rather than professional level. Many store owners and service staff are not from medical aesthetics majors, are not familiar with the project, and lack judgment on the commitments of medical aesthetics partners.

“Light medical beauty” pays attention to fashion, speed and convenience, and pursues the advantages of minimizing risks and shortening the repair period, and has won the favor of many beauty seekers. In fact, if an operator blindly follows up without business qualifications, it will leave a lot of hidden dangers for the store. At least it will offend customers and cause commercial disputes; at worst, it will be investigated and punished, and the store will close down.

The “four blacks” that we most often talk about in light of medical beauty are “black places”, “black training”, “black doctors” and “black equipment”.

A black place is a place without professional qualifications; a black training is three days and two nights for operators who start work after watching a video and tying chicken legs; black doctors are those who have no reputation but become valuable once they are packaged A hundred times more "traveling doctors"; black equipment is imitation and inferior products and cheap copycat medical beauty equipment.

So how do they threaten and harm physical stores?

1. Only sell products: the price is too low and there are too many tricks.

Most users of light medical beauty products do not understand the products, or the product knowledge only comes from the sales staff. Introduction, there is no clear understanding of product pricing, and there is no way to distinguish between good and bad products and authenticity.

This allows stores to attract customers at low prices, leaving sufficient profit margins.

Take the botulinum toxin required for "face-thinning injections" as an example. Currently, my country has only approved the marketing of two types of injectable botulinum toxin type A, which are the domestic products Hengli and Allergan Pharmaceuticals produced by the Lanzhou Institute of Biological Products. Imported product BOTOX produced in Ireland. Moreover, the designated dealers are also very limited, and it is almost impossible for stores to obtain these products through formal channels. The "Korean-imported" face-slimming needles that are particularly popular on the market have no domestic batch numbers and their sources are unknown.

Take the most common hyaluronic acid injection in light medical beauty as an example. The general charge in tertiary hospitals is about 5,000 yuan/injection. The retail price of legal hyaluronic acid injection is generally more than 2,000 yuan. Once the supplier abandons ethics and imitates and forges, the profit will be nearly 10 times. If you go to an unlicensed small workshop to get the goods, the profit will be even higher.

Many anxious store owners go further and further down the road of "cheating customers".

2. Direct operation: safety accidents are prone to occur

The front shops and backyards that are eager to try to make money through light medical beauty are riding the wave of consumers’ “consumption upgrade”, and their service contents are also “upgraded” "You can not only experience the products in the backyard, but also launch fee-based programs for light medical beauty, or include light medical beauty programs in the packages you sell cards. Since the backyard has closer "physical contact" with consumers, it is easier to target and convince customers. Consumers can easily pay to try it without verifying their business qualifications and aesthetic guidance qualifications.

Once an accident occurs, the parties involved will basically come to the door to cause trouble. After the customer is frightened, the most direct reaction is to inquire about the cause of the trouble. Even after hearing the content of the negotiation between the two parties, he can roughly understand the ins and outs of the matter. , and stopped coming after spending the money.

3. Be a middleman: customers feel deceived

There are also some store owners who dare not take orders directly in the store, so they cooperate with "famous doctors" or micro-businessmen and only accept orders. Rebates allow customers to go to the "doctor" or the hotel where the micro-business is located to "get an injection." Whether the product is good or bad, genuine or fake, and whether the qualifications are up to standard all depends on the conscience of the other party.

Sending customers away simply and rudely, once a customer has an accident or is dissatisfied, although the store can avoid some responsibility, the loss of customers is almost inevitable.

4. Open training courses and sell them: Graduation is included, but majors are not included

In addition to the above three methods of monetization, there is another method of monetization that is harmful to peers, and that is selling courses. The doctors invited may be professional, the videos played may also be professional, and the products and equipment may be of high quality, but the graduates must be unprofessional.

During the period, some low-priced and low-quality products will also be promoted and packaged for sale, but they will be sold as "originally imported" to obtain more gross profits.

Mastering project operations is only one part of the entire course. There are also sales training, promotion training, product training, motivation training, etc., which not only teach students product knowledge, but also product usage and operation, and how to use the product. Sell, from scratch to become a master of beauty store opening, one-stop service.

In the past 20 years, the vigorous development of the beauty and cosmetics industry has allowed many stores to make money by relying on information asymmetry. With the popularity of new retail, emerging middle-class consumers have led the opinions on overall beauty industry consumption. This kind of There will be fewer and fewer ways to make money, and it will become increasingly difficult to work. Staying away from opportunism and returning to the essence of service is the way to long-term development.