How yoga has become a new profit growth point for beauty salons

In this issue, our reporter interviewed Guo Jian, who has been engaged in yoga education and dissemination for many years. Ye Jinlong, who has a deep foundation in martial arts and has been exposed to yoga postures since his college days, and the club owner Yang Changyu, who successfully integrated yoga projects with beauty SPA, in the process of promoting yoga, they all realized some misunderstandings in the current development of yoga in the beauty industry, and were also full of confidence in the development of yoga in the beauty industry. It also puts forward some pertinent suggestions and opinions from the perspective of theory and practice.

special guest

Guo Jian: A yoga expert specially hired by the Vocational and Technical Education Center of the Ministry of Education

Ye Jinlong: Technical Consultant for Dynamic Gaga in the United States

Are yoga and beauty compatible or incompatible?

Reporter: According to your analysis, what can yoga projects bring to beauty salons?

Guo Jian: If beauty salons can use the five senses of yoga to operate, they will definitely be able to upgrade to a higher level and impress customers more. For example, in terms of vision, from decoration, colors, lighting, to the image and expression at the front desk, it gives customers a pleasant feeling; in terms of hearing, the sound expressed by the beautician during the communication process and the music of the beauty salon can make customers relax; taste is the warmth that the herbal tea provided by the beauty salon, and even some snacks bring to customers; touch is even more important. All beauty and body items are related to touch, so beauticians should strive to be soft and light when serving customers.

Ye Jinlong: Yoga is about spreading an ancient philosophy and culture of health preservation, including thinking patterns and living habits. It is not simply about teaching a few physical movements. Therefore, yoga can help beauty salon customers improve their quality of life, expand their living space, and develop their human potential.

Yang Changyu: Yoga projects can bring various effects to beauty salons. 1. Emotional care. Promote communication between beauty salons and customers, make them more identify with beauty salons and increase the chance of visiting the store. 2. From a business perspective, to improve the profit margin of beauty salons, if yoga projects are free, it is a supplement to beauty projects. If it is a fee, it is necessary to hire a specialized coach to form a new economic growth point. 3. It can cultivate customers 'awareness of care for themselves and achieve more rational consumption. 4. It can expand the customer base and attract potential customers.

Reporter: When yoga projects are combined with beauty salons, what problems generally arise?

Guo Jian: Nowadays, many beauty salons often offer yoga programs in a formality. They just hire a coach to give classes, and they don't understand the spirit of yoga at all. Yoga is a comprehensive combination of various aspects of health care, health care, and natural therapy. The most important thing to yoga management lies in the boss's understanding of yoga. The owner of a beauty salon should have a sense of yoga and be able to integrate this yoga spirit into the entire team, including the front desk and beautician.

Ye Jinlong: After many beauty salons opened yoga programs, many people practiced at first, but in less than three months, fewer and fewer people practiced, making it difficult to maintain. Some people find the movements boring, some people find it ineffective, and some people are out of curiosity. To avoid these problems, the key lies in improving the technical system, teaching concepts and teaching courses.

Yang Changyu: There are two misunderstandings that can easily fall into when opening yoga in beauty salons: First, beauty projects and yoga projects are operated separately and are not integrated together, which cannot achieve complementary effects; second, yoga instructors are not professional enough. The best case is that yoga instructors can have an understanding of the connotation, principles and project settings of beauty.

Beauty salons operate yoga, and careful use of technology is the key

Reporter: You have practiced yoga for many years. In your opinion, for those customers who are willing to practice yoga, how should beauty salons adopt to retain them based on their respective characteristics and interests?

Guo Jian: Beauty salons should set up courses according to the different needs of customers, such as weight loss, spine maintenance, health preservation, and sex maintenance, and use different courses to meet the needs of more people. Therefore, the role of professional yoga instructors is very important. They should have comprehensive knowledge of yoga, beauty, nutrition, and psychology.

Ye Jinlong: To conduct yoga operations in beauty salons, they must offer different courses based on the needs of different customers, market segments and the characteristics of yoga itself. Yoga can adjust body shape, relieve sub-health, eliminate fatigue, regulate endocrine, and train confidence in the body. Based on these characteristics, courses can be divided into three categories, including easy-to-start fitness and leisure courses, which can achieve neck and breast enhancement, Body building courses and rehabilitation treatment courses for lifting legs and hips, weight loss and body shape.

Yang Changyu: Customers who come to the beauty salon to practice yoga are first attracted by the yoga program. People of different ages and occupations have different needs for yoga. Some are because of their own potential needs and inner desires; some regard yoga as a form of exercise to achieve health, weight loss, and improve temperament; some are because they are confused about life or have suffered emotional harm; some are business owners, pursuing a philosophical understanding. Therefore, yoga instructors must design different individual plans according to the needs of different customers.

Reporter: If you run yoga, what issues should a beauty salon pay attention to?

Guo Jian: The success of yoga management is due to the cultivation of the talent system, including the cultivation of yoga awareness among the boss, yoga instructors and even the entire beauty salon team. The second is the spread of yoga. Beauty salons can promote their yoga programs through some activities. Because yoga is an experiential project, customers can realize the benefits that yoga brings to them through yoga interactions during store celebrations, yoga performances in community promotion activities, yoga projects for beauty salon customers, etc.

Ye Jinlong: To summarize the business secrets of yoga in one sentence: professional technical system, commercial teaching courses, original word-of-mouth publicity, and modern spiritual marketing. For example, in spiritual marketing, during the learning process, coaches must constantly communicate and communicate with customers, understand the situation, adjust customers 'course practices, carry out spiritual marketing, and create corporate benefits.

Yang Changyu: First of all, it is a question of talents. Secondly, we must combine yoga and beauty. For example, our club will integrate beauty projects and yoga projects. There is an energy technique project that adds yoga music, breathing conditioning, and voice meditation when nursing customers; while during yoga meditation, practitioners are guided to meditate and feel the comfort of lying in a rose bath; in the slimming project, customers are also allowed to undergo 40 minutes of yoga training.

Yoga and beauty, like-minded pursuit of health preservation

Reporter: Do you think yoga belongs to the category of beauty?

Guo Jian: It can be said that yoga is an indispensable part of SPA. The spa and five-sense therapy in the SPA are all meditation derived from yoga. Among them, the meditation SPA is a typical example. Meditation and some simple body odor methods are used to achieve the relaxation and decompression of the body and mind pursued by the SPA.

Ye Jinlong: Currently, the spread channels of yoga on the market are mainly divided into three categories: one is yoga courses in gyms, the other is yoga courses in beauty salons and SPA clubs, and the third is professional yoga clubs. Beauty salons operating yoga are increasingly becoming a new force in the three major categories.

Yang Changyu: At present, national laws and regulations do not stipulate what category yoga belongs to, but it is reasonable to classify yoga into the beauty industry. Because yoga and beauty are closely related, their purpose is to give customers a way to release their souls, rest and recharge, so as to achieve physical and mental health and beauty. The two can be said to complement each other.

Reporter: What do you think of the current development status of yoga in beauty salons?

Guo Jian: With the popularization of the concept of health preservation, customers now pay more and more attention to health preservation. Reflecting on the operation of beauty salons, it can be said that large beauty salons and spas must offer yoga courses, while small beauty salons must be able to understand the spirit of yoga's health preservation philosophy.

Ye Jinlong: Yoga became popular in China in 1999 and 2000. In the past, yoga was generally carried out in fitness clubs. Yoga entered beauty salons and spas because of the influence of the Shebin model and became more and more popular.

Yang Changyu: In terms of domestic development, the yoga industry is still at a relatively early stage and has not yet formed an industry or system. Moreover, many people still have a misunderstanding about yoga, believing that yoga is a fashion, but they rarely really understand the connotation and spirit of yoga in depth. (Internship Editor: Lin Xiaodong)