When customers abandon you, they won’t even say goodbye … The answer of 800,000 people waiting online, etc.

Editor’s note: This article comes from WeChat public account “ New latitude in the industry ” (ID: meiyexinweidu), author Liu Ye.

“Two days ago, I met two beauty salon owners and heard them tell a strange phenomenon: In September, the customers in their two stores seemed to have negotiated, and they suddenly stopped coming It ’s been two months, this is the case, and the two stores are not in the same place, and the situation is different.

A new store in the International Trade CBD, Japanese-style manicure and eyelash beauty, the customer base is white-collar workers, because the store has characteristics, has been very popular since opening in March this year.

Another store, which has been in business for four years, has been satisfying with customer satisfaction and repurchase rates. However, suddenly encountering this situation, I began to think that it was related to Double 11 … “

The article starts with this text-

Since September 2019, some US stores have reported a sudden drop in store rates. I wrote this phenomenon and posted it on the Internet, and received 300,000 readings in a few hours. Later, using a friend’s real business case, one of the reasons why customers did not reach the store was 520,000 reading clicks on the day.

800,000 people are following this topic , 70% are beauty business operators, 30% are or have been beauty salon customers , they stated in the message area Your own unpleasant encounter. This fully illustrates the topic, and at the same time deeply pierces the hearts of operators and customers.
2019 Song of the Beauty Industry: Who is the customer of the beauty salon? 2019 Song of the Beauty Industry : Who was robbed of the customers of the beauty salon?

Meiye New Latitude team visited nearly twenty second-tier and third-tier cities in 2019, interview After nearly 100 American business operators. Regarding the decline in customer arrival rate, I found two key time nodes:

One is September 2018; the other is September 2019 .

A similar phenomenon occurred at both time points: the customer arrival rate suddenly dropped, and then the store closed. For the operator, “suddenly” had almost no warning.

A similar phenomenon occurred in the same month for two consecutive years. Why so coincidental?

This is to analyze the three aspects of the industry’s specific phenomenon, combined with external environment, consumer behavior, and the nature of the industry, to show everyone the weightlessness of the industry chain, as well as the most lost customers in beauty salons and beauty stores. The underlying logic.

Mixed ice and fire, Beauty industry loses weight, “dual differentiation” pattern is formed

First, let’s look at the external economic environment of the US industry.

From 2018, China has begun an economic stage of transition from a large GDP country to a large consumer country.

At this stage, domestic beauty brands that have been silent for years have ushered in an explosion with the help of short video marketing, live broadcast, and IP. Compared with the rapid development of Meiye’s upstream, downstream service stores have entered a blind spot and encountered a period of decline.

The hot upstream and cold winter downstream, the upstream and downstream of the US industry began to enter a state of weightlessness.

The “de-leveraging” implemented in 2018 is the country’s long-term consideration for the healthy development of the economy. In short, it requires debt relief from companies to individuals.

So a lot of real economy funds tightened, Internet companies burst into bubbles, and companies with too high debts began to perform. Personal consumption has also entered a relatively low period.

A variety of pre-charged card items that have been in the US for a long time will encounter obstacles against the water, and the US industry with high debt will suffer.

In September 2018, the first wave of store closures in Meiye broke out. Most of these operators entered the industry in the heyday of the US Internet industry in 2017, and “money” with the social consensus that the US industry is gold everywhere. They do not understand operation and service. When the market changes, they bear the brunt of it, they are too thin, and they collapse across the board.

Along with this, another part of the stores that are totally dependent on the survival of major customers has entered the winter.

In 2019, the Sino-US trade war will make the US industry market even worse. Therefore, September 2019, some traditional stores that do not have core competitiveness and rely too much on large customers and card processing have been eliminated.

At this time, in the survey and interview of Xinye Xinwei, it was discovered that the pattern of “dual law” in the US industry market has been formed in second- and third-tier cities. The so-called binary, one is a trusted old brand, and then the rising star.

For example, in third-tier cities, basically only two brands live the best, one is a well-known old local brand, and the other is a distinctive new brand.