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Research Report on Internet Development of Beauty Salon Industry in China (I)

Author: Xie Tielu (China Beauty Salon Network)

Chen (beauty cosmetics industry consulting organization)

foreword

After nearly 20 years' development, China's beauty and hairdressing service industry has rapidly developed into a sunrise industry that has begun to take shape. According to incomplete statistics: 1985, there are 654.38+10,000 beauty salons in China. By the year 2000, there were more than 654.38+200,000 beauty salons and more than 6 million employees. Its growth rate is much higher than that of the national economy, and its development potential and prospects are huge.

Compared with another sunrise industry, Internet-driven IT industry, the development speed of China beauty salon industry is still relatively backward, especially the average cultural quality of practitioners is relatively low, relatively conservative and closed, and the acceptance of high-tech things such as the Internet is still low.

With the popularization and application of the Internet, the beauty and hairdressing industry is facing new opportunities and challenges. The Internet is constantly changing people's life and production mode, and at the same time, it is also changing the traditional service mode and management mode of the beauty salon industry. The beauty salon industry must keep pace with the times in order to reduce the elimination rate.

In order to let practitioners in the beauty and hairdressing industry see this important situation clearly, save themselves, so as to "keep pace with the times" and gain more new opportunities and advantages, China Beauty and Hairdressing Network, founded by Hangzhou Gaode Computer Network Engineering Co., Ltd., combined with Boya beauty and cosmetics industry consulting institutions, studied the development of the Internet in the beauty and hairdressing industry in China. I hope that through this research report, more practitioners who boarded the "clipper" in the beauty salon industry will be inspired, and your legs will be extended to the Internet "rocket ship" with faster development and greater influence.

The first part is an overview.

Chapter I Purpose of the Research Report

With China's formal entry into WTO, how to improve the international competitiveness of China's beauty salon industry has become the focus of the industry and the media. Many people in the industry and enterprises have realized that e-commerce will be one of the important economic growth points in the future, and the opportunities it brings to the beauty salon industry are brand-new and unprecedented. It will change the traditional apprenticeship system, manual operation and family management mode of beauty salon industry, and may eventually change the situation that enterprises rely entirely on distribution agents for product sales. At the same time, she will bring a more intense mechanism of survival of the fittest in the world. A number of internationally renowned beauty salons will appear in China, and a number of internationally renowned cosmetics manufacturers will invest and produce in China. The existing manufacturers will be further expanded, and e-commerce will be their important tool.

However, the current development of e-commerce in China's beauty and hairdressing industry is not optimistic. The motivation to enter the internet is not strong, and the competitive situation has not yet formed. The main factors are:

First, the beauty and hairdressing industry rarely uses the Internet to carry out online business activities, which has not formed a certain scale effect. At present, only about 30% of all enterprises in this industry have access to the Internet. Even in these enterprises, most of them only set up their own homepages and e-mail addresses on the Internet, without making full use of network resources or conducting business activities with the help of the Internet.

Second, China's market economy is still immature, and the relevant mechanism of e-commerce has not been established.

Third, the understanding of e-commerce is not enough, and many enterprises are waiting to see.

Fourth, IT technology and management information talents are almost blank in the beauty salon industry.

Fifth, the high cost of e-commerce has restricted her development to some extent.

This research report analyzes the current situation of Internet development in China's beauty and hairdressing industry, hoping to provide some help for the development of Internet e-commerce in China's beauty and hairdressing industry.

Chapter II Scope of the Research Report

This research report studies and analyzes the development of China's beauty and hairdressing industry in the field of Internet e-commerce. The main formats involved in the report are: industry portals, cosmetics enterprises, beauty salons, training schools, beauty salons associations and beauty salons exhibitions.

Chapter III Terminology Involved in the Research Report

In order to facilitate the understanding of this research report, we will describe the relevant technical terms as follows:

3. 1 Basic knowledge of e-commerce

3. 1. 1 definition of e-commerce

E-commerce: Through computer network, information superhighway and Internet, the most traditional and extensive social activity of human beings-business activity.

3. 1.2 e-commerce classification

According to the two parties to the transaction and the content of the transaction, electronic commerce can be divided into four types:

3. 1.2. 1B2B (business to business) or business to business (also known as business to business or business to business) e-commerce;

3.1.2.2bc (business-to-customer) or business-to-consumer (also known as business-to-individual business or business-to-business consumer) e-commerce;

3. 1.2.3 internal e-commerce;

3. 1.2.4 business-to-business or business-to-consumer e-commerce between countries.

3. 1.3 e-commerce content

E-commerce covers a wide range of business, mainly including electronic data exchange, information exchange and dissemination, such as: pre-sale and after-sale services (providing detailed descriptions of products and services, technical guidelines for product use, answering customers' opinions and requirements), sales and electronic payment (using electronic fund transfer, electronic credit cards, electronic checks, electronic cash, digital cash and online cash, etc.). ), transportation (including commodity packaging, distribution management and transportation tracking), actually sending products that can be transmitted electronically, establishing virtual stores or virtual enterprises (establishing a physically nonexistent enterprise, centralizing the authority of a group of independent small and medium-sized companies, and providing much more products and services than any single company), companies and trading partners can * * * own and operate the business methods enjoyed by * * *.

3. 1.4 e-commerce implementation form

The implementation of e-commerce by businesses and enterprises can be divided into four forms:

3. 1.4. 1 Intranet communication (e-mail, information sharing and office automation, etc. );

3. 1.4.2 Intranet collaborative work (information exchange, online forum, online electronic conference);

3. 1.4.3 enterprise internet communication and cooperation (workflow, online service, supply chain, business network);

3. 1.4.4 Make full use of the Internet to conduct online transactions (online sales, online booking, online purchase, online payment).

3.2 Internet e-commerce basics

3.2. 1 Definition of Internet e-commerce

Internet e-commerce is a form of commercial trade and commercial services. It uses computer information and communication systems to electronically transfer and exchange goods and services among suppliers, customers, banks and financial institutions through the Internet.

Internet e-commerce can not only provide various steps and services in the process of handling and completing an e-commerce transaction, but also display trading counters on the Internet to realize all trading activities.

3.2.2 Advantages of Internet e-commerce

3.2.2. 1 saves a lot of expenses and greatly reduces the cost;

3.2.2.2 has greatly shortened the sales link and cycle;

3.2.2.3 has strong customer tracking ability;

3.2.2.4 improves service quality;

3.2.2.5 reduced its inventory.

The second part is the China beauty salon industry portal.

The first chapter is an overview of the beauty and hairdressing industry portals in China.

1. 1 Definition and classification of industry portals

Portal website, or portal website, literally means portal, which means the first step into the network. More specifically, the portal website is a website that integrates many contents and provides various services, and becomes the first choice for users to surf the Internet as much as possible.

As a portal to guide netizens to other target websites, portal website itself is the portal website of target websites, occupying the commanding heights of the Internet era.

1. 1. 1 definition of industry portal

China's beauty and hairdressing industry portal is in the beauty and hairdressing industry, gathering industry trends, beauty knowledge and high-quality product information, providing a variety of industry-specific services, trying to make more people in the industry get the most adequate first-hand information at the first time and become their first choice website for surfing the Internet as much as possible.

At present, the main websites that meet the definition and can be called the portal of China beauty and hairdressing industry are:

China Beauty Salon Network, Oriental Beauty Cosmetics Resource Network, China Beauty Cosmetics Network, China International Beauty Network, China Cosmetics and Facial Makeup Information Network, China Beauty Cosmetics and Washing Products Information Network, etc.

1. 1.2 Classification of industry portals

There are many classification methods of domestic beauty and hairdressing industry portals. According to the product circulation scope guided by the website, we can divide it into:

Foreign Trade Website: The sales terminals of its products are mainly in foreign countries, such as Alibaba.

Domestic websites: Their products are mainly sold in the domestic market, such as China Beauty & Hairdressing Network, Oriental Beauty & Cosmetics Resource Network and China Beauty & Cosmetics Network.

The main research object of this research report is domestic industry portals.

1.2 the development of industry portal

Because the average education level of practitioners in China's beauty and hairdressing industry is relatively low compared with other emerging industries, they are used to using human sales and traditional media in marketing, and other inherent characteristics of the beauty and hairdressing industry restrict the development of industry portals.

From the birth of the first industry portal of 1998 to now, the development speed of industry portal is generally slow, which is not commensurate with the development of the whole internet. Some websites are stagnant, and some even face the state of closure. At present, the only active websites are China Beauty Salon, Oriental Beauty Makeup Resource Network, China Beauty Makeup Network and China International Beauty Network.

1.2. 1 primary stage

From 1998 to now, most domestic beauty salons' portals are in a period when the old websites are slowly updated or even stagnant, and new websites are constantly emerging. Generally speaking, they are still in the primary stage.

1.2.2 development stage

Judging from the situation reflected by the Guangzhou and Shanghai Expositions in 2002, several websites are showing a new development trend.

1.3 The position of industry portal in the whole Internet environment.

The appearance of the Internet means the beginning of the information age. The whole history of Internet has experienced four stages: birth, development, integration and redevelopment. At present, only a few websites are developing in a virtuous circle.

In the whole history of Internet development, China's beauty and hairdressing industry portals are in the primary development stage, which seems to be the period of China's reform and development in the early 1980s.

The second chapter is the development status of the beauty and hairdressing industry portal in China.

2. 1 Main participants in the industry portal

At present, there are many forms of participants in the construction of industry portals, mainly the following.

2. 1. 1 traditional media

Traditional media such as magazines, newspapers, books and periodicals, and advertising companies are the main forces involved in the construction of industry portals. With their own resource advantages and influence in the industry, they have established an industry portal. These websites mainly include: Oriental Beauty Cosmetics Resource Network and China Beauty Cosmetics Information Network.

Their advantages: using the influence of traditional media and the industry foundation accumulated for many years to drive the development of industry portals.

Their shortcomings: the industry portal is the second business it operates, so the input of manpower and material resources is relatively limited, the website update cycle is relatively long, the network technology level is average, and the network services provided are limited.

2. 1.2 association

Some influential associations in the industry participate in the construction of industry portals, such as China International Beauty Network and China Cosmetics and Facial Makeup Information Network.

Their advantages: they have close ties with manufacturers and beauty salons in the industry, and use the activities organized by associations such as the Expo to promote the development of industry portals.

Their shortcomings: no media communication background, insufficient understanding of the Internet, long website update cycle, average network technology level, and basically no network service.

2. 1.3 Enterprises in the industry

Industry enterprises participate in the construction of industry portals, such as China Beauty Network.

Their advantages: backed by enterprises, they have good industry advantages, and they set up industry portals earlier, so they use their existing time to improve their influence.

Their shortcomings: their understanding of the internet is not deep enough, the website update cycle is relatively short, the network technology level is average, and they basically do not provide network services.

2. 1.4 professional internet company

Professional Internet high-tech companies participate in the construction of industry portals, such websites mainly include: China Beauty Salon Network, etc.

Their advantages: good IT background, strong technical force and profound understanding of the Internet. They use advanced technology and ideas to guide the development of the industry Internet, and database classification is the clearest and most detailed in the industry portal.

Their shortcomings: insufficient industry foundation.

2.2 The main contents of the industry portal website

2.2. 1 industry database

2.2. 1. 1 enterprise database: general industry portals have databases of domestic and foreign cosmetic enterprises.

2.2. 1.2 beauty salon database: China beauty salon database is available in general industry portals.

2.2. 1.3 distribution agent database: China cosmetics distribution agent database is available in general industry portals.

2.2. 1.4 supply and demand database: general industry portals have product supply and purchase databases, which are divided into supply database and purchase database as represented by China Beauty Salon Network.

2.2. 1.5 school database: the database of China beauty salon training school is available in general industry portals.

2.2. 1.6 recruitment and job search database: job search database for beauticians, hairdressers and management talents, and recruitment database for enterprises and beauty salons, only available in China beauty salons.

2.2. 1.7 Other databases: such as databases of associations and institutions.

2.2.2 Industry trends

2.2.2. 1 industry news: news trends of beauty salon industry.

2.2. 1. 1 fashion information: the latest fashion information.

New products and technologies

Release and promotion of all kinds of new products and technologies.

Policies and regulations

Various laws and regulations of cosmetics enterprises, examination requirements of beauty salons, etc.

other guide

Brief introduction of famous beauty salons in the industry, appreciation of papers and works, etc

2.3 The main business models of the current industry portal

2.3. 1 Internet industry portal operation mode

The product sales channels guided by the beauty and hairdressing industry portal in China are as follows:

The operation mode of China Beauty Salon Portal is to integrate the information exchange and trading behavior of the buyers and sellers of its services, and there are two main behaviors.

B2B: Mainly engaged in the wholesale business of products between enterprises, so it is also called wholesale e-commerce. Traditionally, B2B e-commerce based on EDI technology has become a patent among big enterprises, big banks and big partners because of its huge cost. However, the emergence of EDI technology based on the Internet and the establishment and perfection of various online payment methods make it a reality for small and medium-sized enterprises to enter this field. This is the main operation mode of industry portal at present.

B2C: This mode of operation is a supplement to B2B mode, and many industry portals try to make enterprise products directly contact with customers in this way. But the effect of this method is not obvious at present.

2.3.2 Internet industry portal revenue model

2.3.2. 1 online advertising

Online advertising is a mode in which enterprises use the visits and influence of industry portals to obtain income through advertising, which generally accounts for about 30% of the total income of websites at this stage.

2.3.2.2 website production

Industry portals use technological advantages to provide website production services for enterprises, which generally accounted for more than 80% of total revenue in previous years, and now accounts for about 70%.

2.3.2.3 service fee

Industry portals charge users to search the database, which means spending money to buy information. At present, this method is more effective for Oriental Beauty Cosmetics Resource Network.

2.3.2.4 product sales

Online product sales of industry portals are not ideal at this stage, but with the further development of the Internet, it may become an important revenue model of industry portals.

Other aspects of 2.3.2.5.

Industry portals participate in online exhibitions and other forms to obtain a small portion of income.

2.4 Several problems existing in current industry portals

2.4. 1 database authenticity problem

To become an industry portal, we must ensure that the information is true and reliable. Because, users will use the database resources of industry portals for business activities. At present, many industry portals do not pay enough attention to the authenticity of the database, which leads to the waste of some resources of users, and also leads to doubts about other information provided by the website, which leads to the decrease of the value of the website.

Maintenance of database

The database of industry portal must be updated frequently. For example, because some enterprises and beauty salons often change their business premises, if the database is not maintained, the database of industry portals may be distorted after a certain period of time, thus losing its meaning.

2.4.3 Information collection issues

At present, the information collection of industry portals can not be compared with traditional media, or even lags behind traditional media. The rapid transmission of information is the greatest advantage of Internet development.

2.4.4 Information intellectual property rights

At present, some industry portals do not pay enough attention to the intellectual property rights of information, and use copying and other forms to quote information without the consent of third parties.