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【产品研究】四个纬度分析互联网剪发平台“优剪”的运作模式
大刘小飞人人都是产品经理发布时间:2021年01月05日 08:39:45

(WANGJINGSHEXUN)QIANJINIANHENDUOCHENGSHISHANGXIANLEYIJIAHULIANWANGYUNYINGDEJIANFAPINPAI“YOUJIAN”,HECHUANTONGDELIFADIANBUTONG,YOUJIANCAIYONGXIANSHANGYUYUEDEFANGSHI,DANGSHIGANGSHANGXIANSHIDESHOUDANJIAGEYEHENDI,XIYINLEHENDUOYONGHU;BENWENZUOZHETONGGUOSIGEWEIDU,FENXIHULIANWANGJIANFAPINGTAI“YOUJIAN”DEYUNZUOMOSHI,WOMENYIQILAIKANYIXIA。

ZAILEJIEZHEIGEPINGTAIZHIQIAN,WOMENXIANLAISHUXIZHEIGEPINGTAIDEJIESHAO——YOUJIANUDREAMHULIANWANGZHUANYEJIANFAPINPAI,CAIYONGQUANHULIANWANGYUNYING,TONGGUOXIANSHANGQUHAOJIANFA、GONGKAITOUMINGPINGJIAXITONG,BANGZHUYONGHUTIAOXUANFAXINGSHI,WANCHENGJIANFA。

深圳市致远创想科技有限公司旗下的品牌,创立于 2015 年的优剪,以“让美业更美好”为使命,从“纯手艺,只剪发”切入,不强制推销,只做好剪发一件事,满足国人剪发需求;优剪成立至今已经在深圳、广州、佛山、上海、武汉等城市开设有700多家门店,累计获得广发信德、互兴资本、国金投资、经纬中国投资。

BIZHEJIANGCONGSHANGXUEYUAN、FAXINGSHI、MENDIAN、YONGHUSIGEWEIDULAIFENXIYOUJIANDESHANGYEMOSHI,YILINGYIGESHIJIAO、JIANDANMINGLEDEFANGSHILEJIEYOUJIANDEMOSHIDAODIRUHEYUNZUO。

从整理优剪的资料分析中,发现优剪的竞争对手不单单是一个理发品牌,用未来视角来看,还是一个美发学校平台;通过商学院培养较高素质的发型师,然后输送到各个店内实践,形成一个自有培训到门店实践的且可控的美发品牌。

一、优剪商学院

SHANGXUEYUANZUOWEICAOKONGZHENGGEGONGSIHEXINZICHAN“FAXINGSHI”DEYIHUAN,SHIYOUQIZHONGYAO,YINWEIYOUJIANDESHUYUQINGZICHANDEYUNZUOMOSHI,SUOYIFAXINGSHI“REN”DUIPINPAIJIAOWEIZHONGYAODEZICHANLE。

优剪对于整个培训体系应该是比较舍得投资,邀请到的是国际知名发型师,美国WAHL华尔团队、东京潮流沙龙abbey首席设计师等国际名师,参与研发课程;同时还会不定期举办美发技术赛事,发掘有潜力的发型师。

TONGGUOJUBANZHUANYESAISHIMOLIANJIYI、JIFALINGGAN;ZHANXIANDUTEDEPINPAIMEILIHELINGDAOLI,JILIZHEGENGDUOSHOUYIRENTONGGUOBUDUANCHUANGXIN,WEIYONGHUTIGONGGENGZHUANYEDEJIANFATIYAN。

通过招聘信息了解到,在各个城市都有商学院,针对优秀的发型师,也可以往商学院晋升,各个城市有对应的商学院能够弥补培训效率的问题,不过成本肯定会分摊增加。

二、优剪发型师

FAXINGSHISHIJIAOFUJIEGUODEZHONGYAOREN,YINGGAISHUYUYOUJIANBIJIAOHEXINDEZICHANZHIYI,SUOYOUDEDIANPUDOUSHIZHIYINGJIAMENGMOSHI;ERSUOYOUDEFAXINGSHIDOUSHIJINGGUOZONGBUMIANSHI、RANHOUJINGGUOSHANGXUEYUANPEIXUN,YIFAZHENGWEIDIYIGEXIAOBIHUAN,RANHOUZAISHUSONGDAOMENDIANSHANGGANGSHIJIAN,XIANGDUIPEIXUNHUIBIJIAOYOUZHILIANG。

ZHEILIBUSHIJIANDANDEJIYI,HAIYOUYIGETEBIEZHONGYAODEHUANJIE,JIUSHIRENKEYOUJIANDEWENHUALE,HAODEFUWUPINZHIBAOHANSHOUYIHEDAODIANDEFUWU,TONGGUOZIYINGSHANGXUEYUANDEPEIXUNTIXI,JIEJUELEBIAOZHUNHUA、TIGAOLEZHENGGEXIAOLV。

LINGWAIZHENDUIFAXINGSHIDEDAIYUYESHIBIJIAOGAO,XIANGYOUBAODIDEXINZI+CHAOCHUYEJIXIAN60%DETICHENG,ZHEIGENENGHENHAODEJILIFAXINGSHI;YINWEICHAOCHUDEYEJIBUFENZIJIBIANCHENGDATOU,NULIZUOHAOFUWU、JIANCHUHAODEFAXING,JIUYOUQIANGDADEDONGLILE。

在网上看过对优剪的一些文章分析,以前发型师的底薪是责任制,现在转化成保底制,这个很大一部分是优剪的品牌时间,加上市场上获得不错的成绩以及数据积累等原因,更有底气做出待遇的小变革,这样也能吸引更好技艺的发型师,这是一个正循环的过程。

LINGWAIZHENDUIFAXINGSHIYOUZHUANMENDEJILIZHENGCE,JIBIEJINSHEN、DAOSHIJINSHENG、FAZHANKONGJIAN(WANGCHENGSHIJINGLIFANGXIANG)、JIAMENGZHENGCE(MIANFEIJIAMENGDEYOUHUO),JILIDENGJITEBIEDUO,XIANGYAOZHENGCHANGHUODEJINSHENG,XUYAOFUCHUYIDINGDENULI。

三、优剪门店

YOUJIANDEMENDIANYOULIANGGETEDIAN,YIGESHI“QINGZICHANMOSHI”,HAIYOUYIGEDIANPUDEXIAOYI“FEICHANGGAO”。

ZHISUOYISHIQINGZICHAN,SHIYINWEIDIANPUDEJINQIANTOUZIBUSHUYUYOUJIANZONGBU,ERLAIZIJIAMENGSHANGDE,BUGUOCHUNJIAMENGDUIPINPAIJIAZHIDEKEKONGDUXINGHUIBIANDI;YOUJIANZUODAOZHIYINGHEJIAMENGDEJIEHETI,“ZHIYINGJIAMENG”MOSHI,LEISIWOMENSHUODE“SHUASHOUZHANGJU”。

对加盟商首要条件就是有一定资金能力,能承担一定的风险,经过一系列的审核流程,筛选出合格的加盟商投钱进来,总部开始负责选址到店铺的整体运营管理;这个对优剪品牌的好处是——能够让整体剪发的服务品质标准化,尤其是连锁店越多的时候,这种制度能够保证后续的服务质量;毕竟,这样的连锁品牌,在数量越来越多、品牌知名度越来越高的时候,服务的品质就越要有保证;除了保证方式还要效率保证,不然也会拖垮企业。

XIATUWEIYOUJIANJIAMENGDEMENDIANTIXIFENWEIJIDABANKUAI,CONGYUNZUOMOSHI、RENYUANSHUSONG、ZAIXIANYUYUEDEXITONG、YIJIZHENGGEPEIXUNTIXI。

四、优剪用户

GUANYUYONGHUDUAN,YIGESHIYONGHUDEHUAXIANG,HAIYOUJIUSHIYONGHUDETIYAN。

XIANDUIYOUJIANDEYONGHUJINXINGJIANDANHUAXIANG,ZAIQIGUANWANGJIESHAO,YOUJIANSHIMIANXIANGNANNVLAOSHAO,ZHEIGEYOUDIANFAN,YIMUQIANDEMENDIANSHESHIHETIGONGDEJIANFAFUWULAIKAN,GENGDUODEJINGZHUNYONGHUSHINANSHI,YOUQISHIBAILINGYIZU;ZISHENFAXINGSHICHUNJIANFA+XIDEFANGSHI,WEIGUANGDADEYONGHUJIESHENGGENGDUODESHIJIAN,BENSHENCONGYUYUEDENGDAIKAISHIJIUSHIBANGZHUYONGHUZAIJIESHENGSHIJIANDEYIGEKAITOU。

YOUJIANZAIXIANXIAMENDIANBINGZHEBUTUIXIAO、BUBANKADEFUWU,ZHEIGEHEPINGSHISUOQUDECHUANTONGFALANGYOUTIANRANDADECHABIE,YESHIYOUJIANNENGSHENDEYONGHUDEHAOGANDEYIGEDIAN;JIASHANGFAXINGSHIDOUSHIBIJIAOZISHEN,TONGSHIZHENGTISUZHIJIAOGAO,DANGQUDAODIANNEIXIANGSHOUSHI,ZHENGGEDIANPUYESHIJINGRANYOUXU;JIULIANFAXINGSHIZHANXIANCHUDEFUWUTAIDUYEFEICHANGBANG,JIRENDAILAIDESHITEBIEDESHUSHI。

ZHIJIESHOU【YUYUE】MOSHIJIANFA,NAPADAODIANYEXUYAOZAIXIANYUYUE,DUIYUZHEIGEYUYUEDESHUJUJILEI,YOUHENDADEZUOYONG;JINGZHUNCESUANMEIGEFAXINGSHIFUWUYIGERENXUYAODESHIJIANSHIDUOJIU,HAIYOUZAINAGESHIJIANDUANDEJIANFAGENGGAOFENG,YUCILAICHUDUIYINGDECELVETISHENGJIANFAPINZHI;YINWEIRENDUODESHIHOUPINZHIHUIYOUSUOJIANGDI,DENGDAISHIJIANBAIZAINEILI。

DUIYINGCELVE,KEYILIYONGJIAGEQISHILAICAOZUO,LIRU:TUIJIANKONGXIANYIDIANDESHIJIAN,KEYILINGQUYIZHANGYOUHUIQUAN,ZHEIYANGBUGANSHIJIAN、TANSHIHUIDEYONGHU,JIUKEYIBEIFENPEICHUQU,BAZIYUANLIUJINEIXIEZHENZHENGXUYAOGANSHIJIANDEYONGHU;ZHEIGEDUIYUCHUANTONGDEFALANGZHIXINGQILAIFEICHANGKUNNAN,CHUANTONGFALANGDEYONGHUYIJINGDAODIANLE,ZAIJICHUZHEIGEYOUHUIZHENGCE,HUIRANGYONGHUFUCHUDECHENGBENBIANDA;YINWEIZHEIGESHIJIANSHIYONGHUZAOCHENGSUNSHI,CONGJIALIDAODIANNEIYIJINGFUCHUYIDUANXINGZOUDECHENGBENLE,JIYUYOUHUIZHENGCE,ZHISHIMIBUNEIXINBUMAN,DANSHIXIANSHANGBUYIYANG,SHIYIZHONGZHANBIANYIDEXINLI。

CONGYUYUE,ZHENDUIJIANGUOFADEYONGHULIUXIADEPINGLUNNENGXINGCHENGYIGEXUNHUAN,XINYONGHUJINRUDAOYOUJIANPINGTAIKEYILIULANFAXINGSHIFUWUGUODEYONGHU,YIJIYONGHUDEPINGLUNHEFAXINGSHIPINJIZHAOPIAN,CONGERXUANZEZIJIXIANGYAODEFAXINGSHIWEIZIJIFUWU,ZHEIYENENGHENHAODEJILIFAXINGSHIBUDUANDECHUANGZAOCHUHAODEFAXINGZUOPINLAI。

用户剪完发后,系统会推送一条平均通知,通过优惠券奖励的方式来提示用户完成一次评价,对于这些评价一个可作为发型师到店的考核纬度之一;另外对于发型师与用户剪发的过程使得透明化程度更高,使总部做出相应的策略时更加高效。

DUIYUZHEIGEHUANJIE,BIZHEDELIJIESHI,TONGGUOTOUMINGFANGSHI,LAICIJINFAXINGSHI,JIANCHUGENGHAODETOUFA、TIGONGGENGHAODEFUWU,RANHOUYONGHUTIYANHAO、JIANFAGENGMANYI、HUIXINGCHENGPINGJIA;RANHOUXIACIJIANFASHIJIJIXUYUYUEGAIFAXINGSHI,TONGSHIYEHUIYINGXIANGDAOQITAYONGHUGUANKANJIANFAPINGJIAJILU,CONGERXUANZEYUYUEGAIFAXINGSHI,CONGERXINGCHENGYIGEZHENGXIANGXUNHUAN;ZHENGGEHUANJIEGENGJIATOUMING,CUSHILIUCHENGXIAOLVGENGJIAGAOXIAO。

XIAFANGTUPIANSHUYUYONGHUWANCHENGYICIPINGJIA,YINDAOFENXIANGDEGUOCHENG,CHULEXIANXIAMENDIANZHIWAI,MUQIANYOUJIANHUOQUKEHUDEZHUYAOQUDAO,GENGPIANXIANGYUKOUBEICHUANBO;YONGHUYUYONGHUZHIJIECHANSHENGFENXIANG,CONGERDAILAIXINZENG,ZHEIDUIYUJIANFADEFUWUPINZHIYAOQIUGENGJIADEGAOLE。

五、总结

优剪有自己的商学院,拥有自己的完整培训体系,很好的解决了高素质发型师的人才供给;通过直营加盟的模式,降低运营成本,使重资产的发廊行业变成了轻资产的经营方式,不会因为资金而阻碍扩张速度,市场越大越能也许品牌市值就越值钱。

ZAIYOUJIANGUANWANGSHANGMIANXIANGJIAMENGSHANGBIAOSHI“SHICHANGDA”,ZHEIDIANNENGJIANDANCAICE,SHIXIANGYAOJIASUTUOZHANCHENGSHI;BUGUOHAISHIXUYAOKANMEIGEDIFANGDEYONGHUXIGUANSHUXING,BUXIANGYIXIANCHENGSHIDEYONGHUQUNTI,DADUOSHUDOUSHIFEICHANGMANGLIUYIZU,DUIYUZHEIZHONGBUTUIXIAO、BUBANKA,KUAISUGAOXIAODEHAOSHOUYIJIANFA,SHIZHEILEIQUNTIBIJIAOJIADEYIGEXUANZEFANGSHILE。

JIASHANGYOUJIANCHUNXIANSHANGYUNZUO,LIANDAODIANDEYONGHUDOUXUYAOZAIXIANYUYUE,ZHIYOUJIAOFUZAIXIANXIAWANCHENG,ZUIHOUJIAOFUDEJIEGUOFANKUIHAISHIZAIXIANXIABIHUAN,ZHEIXIESHUJUZICHANSHICHUANTONGFALANGMEIDEBI;YOULEZHEIXIESHUJUZICHANDECHENDIAN,NENGGOUCUJINYOUJIANZAIXINGYEDEXIAOLVZHENGTITISHENG。


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