Practical plan for the operation of beauty salons!

1. Market Research

1. Merchant Analysis

Located in a northern capital city, the store focuses on skin care and beauty. After three years of operation, it has accumulated 1,500 customers with high service satisfaction.

Although it is located in the center of the business district, it is an office building with very little natural customer traffic. Previously, it mainly relied on platforms such as Dianping and Lianlian to divert traffic.

Through communication with Mr. Wang, the following problems exist:

(1) The platform’s flash sale prices are low, which makes it impossible to effectively screen customers and results in low store conversion rates

(2) The cost of acquiring traffic is high due to the need to pay platform activity slot fees and handling fees each time

(3) Activities need to be scheduled and cannot be launched whenever you want. Traffic is unstable. Sometimes it is very busy, and sometimes employees have nothing to do.

We hope to achieve low-cost, continuous and stable customer acquisition through the community

2. Product Analysis

Many beauty salons will use the small bubble project to attract customers, because 99% of girls who come to the store for skin care will first do small bubble management to remove dirt and waste keratin in the pores, and then drive customers to consume other projects.

However, if you simply use low-priced small bubbles to expand your customer base, it is not appropriate for two reasons:

(1) There is only one small bubble, the average order value is low, the quality of customers entering the store is uneven, and the subsequent conversion is not ideal

(2) Too many peers use low-price small bubbles to attract customers, which reduces customer sensitivity. Customers have seen too many of them, so customer engagement is not high.

At the same time, the merchant reception and carrying capacity are limited, and a large number of users in a short period of time will reduce the user experience

What we want is continuous and stable customer acquisition and profit , not the mess after customer acquisition.

One activity is a common problem for many customer development companies. They are busy for a month and then idle for the next few months.

Therefore, we need to achieve a balance between the number of transactions and the quality of customers through a moderate average customer price.

After discussion and analysis, the transaction products are set as follows:

The total value of the event package is 2044 yuan, and the super value price is 99 yuan

1. Needle-free water light (worth 498 yuan per time)

2. Micro bubble pore deep cleaning treatment 1 time 3. Facial V sculpture (value 198 yuan 1 time)

4. Oxygen injection and hydration high moisturizing management (value 128 yuan)

5. Black nose tip tightening and purification management (value 128 yuan)

6. Medical mask 1 time (value 60 yuan)

7. Medical Visia Facial Detection (valued at RMB 398)

8. Lip or underarm hair removal 1 time (valued at 128 yuan)

9. Shoulder and neck dredging 1 time (valued at 268 yuan)

3. User analysis

(1) Crowd portrait

Female, aged between 20-45, white-collar workers, housewives, independent entrepreneurs, etc., financially well-off

(2) User survey feedback

• Work pressure is high, often stay up late, mental tension, go to the beauty salon for SPA, sweat steam and other projects to relax
• I am worried that I will get older and look ugly, and my husband will dislike me. I want to maintain my beauty
• Have various physical problems and want to detoxify through beauty salons
• There are many acne, scars, spots on my face, I am not confident, I want to be beautiful
• Want to be beautiful, want to quickly solve facial problems and become beautiful, either make your skin better, or do anti-aging to look younger

2. Purpose of the activity

1. Purpose

Through the private traffic operation method of social networking + circle of friends + one-to-one private chat, we guide customers to shop in the store, optimize the service in the store, and do a good job in further upgrading orders to high-quality customers.

2. Process

① Prepare a script for your WeChat Moments one week in advance to create an image of a caring skin care expert

② All old customers’ WeChat accounts in the store are tagged and categorized

③ Use 60-80 old customers in the store as seed users to acquire new customers through community fission; various activities in the group to promote community activity and establish initial trust ; share skin care topics to shape community value ; use flash sales to make deals; and use koi lucky draws to force orders

3. Activity Data

1. Seed users

63 seed users, expanded to 350 users

2. Transaction data

55 orders completed, conversion rate 16%

3. Number of visitors

102 people visited the store, with a visit rate of 30% (winners visited the store through lucky draws, likes collection and other activities)

4. Activity Preparation

1. Script for the circle of friends

Prepare the script for your Moments in advance. Don’t just post whatever you think of. Posting randomly will give people a bad impression and perception.

2. Customer Tags

High-end customers

Old Customers

New Customer

Sleeping Customers

Potential customers

We generally select old customers, dormant customers, and potential customers as the main body of social network customer development activities.

For high-end customers, don't bother them easily, just provide quality service

New customers, who have just purchased, have a low probability of repurchase, and have not yet established deep trust through the service, so they are not suitable for short-term participation

3. Fission Bait

Cosmetic bag worth 98 yuan

Lipstick worth 68 yuan

Small bubble project worth 198 yuan

Medical mask worth 280 yuan

Facial cleanser worth 199 yuan

The above is the value, not the product cost, the actual cost is not high

standard:

① Relevance

② Practicality

③ Low cost

④ High value

4. Fission rules

(1) Invite friends to join the group for fission

Invite 3 friends to join the group and you will receive a hyaluronic acid lipstick worth 98 yuan

Invite 5 friends to join the group and you will get a small bubble project worth 198 yuan

(2) Collect likes and generate fission

Collect 5 likes and get a small bubble worth 198 yuan

Collect 15 likes and receive a box of medical mask worth 280 yuan

Collect 30 likes and get a gift package worth 666 yuan

[Including small bubbles + mask + cosmetic bag]

5. Course Preparation

• Skin care and beauty courses, duration 30-40 minutes
• Real Voice
• Download and integrate skin care tips from the Internet

Dark yellow skin, large pores, many blackheads, more fine lines and dry spots

You have tried all the skin care products recommended by big-name influencers, but your skin still has problems?

On April 29, we invited Ms. Su, who has been engaged in the beauty and skin care industry for 10 years

Revealing to you in detail - those skin care secrets that celebrities are unwilling to disclose

During the event, cosmetic bags, medical masks, Quardi sets and other luxury gifts worth tens of thousands of yuan will be given away for free.

Reply: 6 I will invite you to join the group and learn for free

6. In-store service

Event Roll-up

5. Seed Users

1. Screen customer information and chat with seed users privately

60 seed users who are willing to participate in the event were selected and tagged: Participate in the event on 4.28

Customer screening criteria:

Top: 20 users who visit the store more frequently

Medium: 20 users with average store visit frequency

Next: 20 users who have not visited the store in the past six months

Seed user standards:

• Target Precision
• Interested in bait activities
• Willing to invite friends to join the group

April 28, 10:00 AM

Private Chat

Dark yellow skin, large pores, many blackheads, more fine lines and dry spots

You have tried all the skin care products recommended by big-name influencers, but your skin still has problems?

On April 29, we invited Ms. Su, who has been engaged in the beauty and skin care industry for 10 years

Revealing to you in detail - those skin care secrets that celebrities are unwilling to disclose

During the event, there are cosmetic bags, medical masks, Quardi suits and other luxury gifts worth tens of thousands of yuan

Free to receive, 100% winning

Reply: 6 I will invite you to join the group and learn for free

Attention to details:

(1) Try to use one-on-one private chats instead of using cold official slogans. Unlike paid knowledge chats, many offline beauty salon customers are more receptive to targeted one-on-one private chats.

(2) In private chats, try to mention past interactions. For example, if a customer came to your store last time and did xx project, you can ask the customer how their skin is doing recently, and then introduce our courses and activities.

2. Moments

Set the group to be visible to seed users, use QR code to let people automatically join the group, no need to remind anyone to see it, it will disturb the user

Dark yellow skin, large pores, many blackheads, more fine lines and dry spots

You have tried all the skin care products recommended by big-name influencers, but your skin still has problems?

On April 28, we invited Ms. Su, who has been engaged in the beauty and skin care industry for 10 years

Revealing to you in detail - those skin care secrets that celebrities are unwilling to disclose

During the event, there are cosmetic bags, medical masks, Quardi suits and other luxury gifts worth tens of thousands of yuan

Free gift, 100% winning

Reply: 6 I will invite you to join the group and learn for free

【poster】

3. Invite users to join the group to participate in activities

Prioritize the inactive seed users to join the group, and use the fact that the group does not require the consent of the other party to join the group within 39 people;

Then pull more active seed users into the group;

The water army is inserted into the group in the middle. The way to join the group is: ABCD

This means that A invites B to join the group, and B invites C to join the group. Don’t let users think that the water army is all together.

Purpose: ① can be used to lay the foundation, ② use active seed users to drive inactive users

4. Private chat to inform participants of the event

At the beginning of the activity, after the seed users are added to the group, private chat and attach a copy

Nickname, hello, I have invited you to join our Jinan Girl Beauty Training Camp . The lottery will start at 15:00 this afternoon. 100% chance of winning. Remember to come and participate.

5. Group name

Jinan Girl Beauty Training Camp

6. Fission

1. Group warm-up

15:00, April 27

(1) Join the group to participate in the lucky draw

After the seed user joins the group, draw a prize to break the ice

Pay attention:

After inviting old customers to join the group, don’t start fission directly

Because the group is quiet at this time, if you directly send an announcement to invite friends to join the group, few people will participate.

So, first do a lucky draw to make the group active

Attention to details:

• If you are an old customer, you need to go to the store to pick up the lucky draw products or items, which is a kind of activation for old customers;
• Emphasize 100% winning rate to make participants feel rewarded and pave the way for subsequent fission activities;

Thank you for your continued support.

We invited Ms. Su who has been engaged in the beauty and skin care industry for 10 years

Revealing to you in detail - those skin care secrets that celebrities are unwilling to disclose

During the event, cosmetic bags, medical masks, Quardi sets and other luxury gifts worth tens of thousands of yuan were given away

100% Winning

So, let’s start with our first wave of benefits today.

Friends in reply: 1

After the screen was swiped, the trader launched a welfare activity

Click on the small program below to draw a prize, 100% chance of winning

• 1 first prize: [Li Jiaqi recommended] 1 facial cleanser
• 10 second prizes: 1 small bubble cleaning project
• 30 third prizes: 1 medical mask project worth RMB 60

(2) Activate the script and chat

Water Army 1: How to draw?

Trader: Click on the link to the mini program below. There is a big wheel inside and you can directly draw a prize

Water Army 2: How to claim the prize?

Operator: If you have time to pass by or when you are working on a project, you can come to the store to pick it up.

Marine 3: Haha, I won a prize, the Herborist facial mask

Marine 4: I got it too, the mask

Water Army 6: What does a facial cleansing device look like?

Trader: Send a picture of the facial cleanser, congratulations on winning the prize

Trader: Wait until the others finish their draws, and then we will start the next welfare activity

May Day is coming soon. Do you have any travel plans?

The water army starts to promote the chat [you can play freely]

Marine 1: I don’t know. Is the scenic spot open now?

Water Army 2: It’s already started

For all chat scripts, pay attention to the rhythm, don't reply too fast or too slow, just follow the normal chat routine

(3) Initiate activities and invite friends to join the group

It's about to start, today's second wave of benefits

2. Group announcement fission

Send group announcements to inform customers of activity rules

Beautiful girls in Jinan

Jinan girl beauty training camp has begun

Invite 3 best friends to join the group and you will receive a hyaluronic acid lip balm worth 98 yuan

Invite 5 best friends to join the group and you will get a small bubble project worth 198 yuan

There will be cosmetic bags, medical masks, Quardi sets and other benefits worth tens of thousands of yuan waiting for you in the future.

Hurry up and invite your best friends to join the group and participate in the event

3. The Internet trolls set the tone

(1) The water army actively inquires about the details of the invitation and gift giving

Focus on the discussion [Gift Value]

Be careful not to be too fake

Because some users are not clear about the rules of the event, whether the gift is real and effective

Solve customer doubts through question-and-answer sessions and build initial trust

Marine Corps 1: What kind of lipstick did you give away?

Water Army 2: When can the project be done?

Water Army 3: I think they gave it to me last time I went to the store. It’s good. At that time, I was wondering where I could buy it.

Water Army 4: Invite a few people to give it to you. Invite 8 people and see if they will all give it to you.

Trader: Post a photo of lipstick and @ the person asking the question

Operator: Anytime, the store is disinfected every day, and it has been open for a while.

Trader: Haha, this is made by us. It is only for internal members and not for sale to the public.

Trader:

Invite 3 best friends to join the group and you will receive a hyaluronic acid lipstick worth 98 yuan

Invite 5 best friends to join the group and you will get a small bubble project worth 198 yuan

The questions and answers are random, not too dense. If someone asks, the troll account doesn't need to ask.

(2) The water army starts to participate in the event, invites a few friends to join the group, and drives the invitation rhythm

(3) Complete the task and consult to receive the gift

Marine 1: I have invited everyone, how can I get the gift?

Trading number: The system shows that you have invited 8 close friends to join the group. Congratulations @user, you have obtained all the above products. Please chat with the assistant privately and tell me your personal information.

(4) When the customer comes to receive the gift and registers their information, inform the customer

Congratulations on your qualification to receive a hyaluronic acid lipstick worth 68 yuan

Please remind your invited friends not to leave the group for now.

We will distribute gifts based on the number of valid members in the group after the invitation activity ends.

There will be more gifts and benefits waiting for you later.

4. Red Envelope Wall Activity

During the invitation activity, for every 100 people, 30 yuan will be given, 500 packages, click to receive the red envelope

Pay attention:

When the user clicks on the red envelope, the user's mobile phone number can be obtained

The mobile phone number is uploaded to the backend in real time, which will come in handy in the conversion stage or telephone tracking and return visit stage

Attention to details:

• Set each person to receive a red envelope each time, so that more customer mobile phone number information can be obtained
• Send a group announcement to notify customers to collect red envelopes, and set the red envelope wall applet as " group agent " so that customers who fail to check the group in time can also receive red envelopes smoothly

According to the progress of fission, control the rhythm of sending red envelopes. For example, when the group reaches 100 people for the first time, send a group announcement to inform everyone that a large red envelope will be sent for every 100 people.

【Group Announcement】

Jinan girls who love beauty, come on and invite your besties to join the group

For every 100 members in the group, a large red envelope will be sent

Mini Programs

5. Welcome message

Wetool is only used to count the number of people in the group

Group introduction, welcome message, activity deadline, send manually according to the fission rhythm

【Group Introduction】

Welcome to the new Jinan girl

We invited Ms. Su who has been engaged in the beauty and skin care industry for 10 years

Revealing to you in detail - those skin care secrets that celebrities are unwilling to disclose

During the event, cosmetic bags, medical masks, Quardi sets and other luxury gifts worth tens of thousands of yuan will be given away for free.

【Course Poster】

【Welcome】

Beautiful girls in Jinan

Jinan girl beauty training camp has begun

Invite 3 best friends to join the group and you will receive a hyaluronic acid lipstick worth 68 yuan

Invite 5 best friends to join the group and you will get a small bubble project worth 198 yuan

There will be cosmetic bags, medical masks, Quardi sets and other benefits worth tens of thousands of yuan waiting for you in the future.

Hurry up and invite your best friends to join the group and participate in the event

【Invitation and gift poster】

【Event Deadline】

The invitation deadline is 10:00 am on April 29th

Send [Invite Query] in the group to directly view the specific data of your invited friends

[Only for female friends from Jinan] Join the group; after completing the query, please contact me to register your information with a screenshot

6. Invitational Rhythm

(1) Send screenshots of gifts and activity rules to the group at regular intervals to attract more customers to participate in fission

(2) The Internet swarm inquires about the details of the gift, such as whether it is a real gift and what the gift looks like, so that customers can better understand the event.

(3) For every 100 people, 100 red envelopes of 30 yuan will be sent to the group [using the Red Envelope Wall applet ]

(4) Someone in the group sends an invitation query. After the conditions are met, @ the user in the group to remind the private chat

@ The user system shows that you have invited 5 friends to join the group. Congratulations on winning [worth 198 yuan] Micro Bubble Pore Deep Cleansing 1 time. Please add my WeChat and register your information.

When a user adds you to a private chat, tell them that they have won a prize. Do not ask them to leave the group first. The prizes will be distributed according to the deadline and valid statistics.

7. Security Measures

(1) Transfer group owner

When the group reaches 100 people, transfer the group owner to the security account and set the trader account as the administrator account to prevent the trader account from being blocked.

(2) Filter users

During the process, inappropriate users will be screened out and kicked out of the group

Male users, users who add others privately, users who post advertisements, all T out

Filtering method: Look at the profile picture, nickname, and circle of friends

8. Pre-buried bait

April 28, 10:00 PM

Last message sent in the group

Welcome to the new Jinan girl

We invited Ms. Su who has been engaged in the beauty and skin care industry for 10 years

Revealing to you in detail - those skin care secrets that celebrities are unwilling to disclose

During the event, cosmetic bags, medical masks, Quardi sets and other luxury gifts worth tens of thousands of yuan will be given away for free.

Spoiler alert: There will be a mysterious benefit waiting for you tomorrow morning

Good night

7. Promote activity

1. Likes collection activity

April 29, 10:00 am, likes collection activity

• Guide group members to click on the "Collect Likes and Get Gifts " applet to participate in the event. This is the event initiator.
• Customers forward the mini program to various WeChat groups or WeChat friends, asking friends to help and form a spread
• After seeing the event, the customer's friends in the group became interested in the gifts and initiated the event, which led to secondary dissemination.
• After completing the task, add the customer service WeChat and go to the store to receive the gift or service item.

Those who help their friends are not necessarily accurate users, but those who participate in secondary communication activities are high-quality potential customers.

Data: 245 people participated in the event, 1728 people viewed it, which is pretty good.

【Copywriting】

Good morning, beautiful girls from Jinan.

Now we are going to start the first wave of benefits today.

Click on the mini program below and send it to your friends or the local WeChat group in Jinan to invite your friends to help raise funds.

Collect 5 likes and get a small bubble project worth 198 yuan

Collect 15 likes and receive a box of medical mask worth 280 yuan

Collect 30 likes and get a gift package worth 666 yuan

[Including small bubbles + mask + cosmetic bag]

Let's take action now.

2. Lunchtime Greetings

April 29, 12:00 am

3. Announce the list of fission winners

April 29, 16:30

【Copywriting】

Congratulations to the following Jinan girls who won awards in the invitation of their besties event [applause emoji]

3. Quiz with prizes

April 28, 16:40

【Group announcement copy】

Beautiful girls in Jinan

Now start the second benefit of today

【Quiz with Prizes】

• There are 6 questions in total and 6 winning places. After answering each question, announce the answer before moving on to the second question.
• Winning method: The first person to answer correctly wins
• The exciting moment is coming soon. Please be alert and answer the questions
• Prize: [worth 198 yuan] 1 time of micro bubble pore deep cleansing

The first round of the quiz and prize draw is now officially launched

1. As we all know, beauty sleep is the best time to sleep. What time at night is the best time to sleep?

A: 9 to 2

B: 10 to 2

C: After 9 o'clock

D: After 10 o'clock

Answer: B

2. What types of skin can women be divided into based on skin type?

A. Neutral skin

B. Dry skin

C. Sensitive skin

D. Oily skin

F, mixed oily, mixed dry

E. All of the above

Answer: E

3. Elements of daily skin care

A. Cleansing, hydration; locking moisture, moisturizing; sun protection (isolation)

B. Hydration and whitening

C. Cleaning and hydration

D. Balance, nourish

Answer: A

4. Sun protection is mainly to prevent the harm of ultraviolet light in sunlight to the skin. Ultraviolet light is mainly divided into

Which one of UVA, UVB and UVC causes skin aging, loosening, pigmentation and wrinkles?

Answer: UVA

5. After cleaning the skin, use ()

A. Make-up water or essence water

B. Lotion or cream

C. Hyaluronic acid essence or essence

Answer: A

6. The cause of skin sensitivity or allergy is

A. The skin care products used contain pigments, fragrances, alcohol, preservatives

B. The skin care products used contain pigments and fragrances

C. The skin care products used contain pigments and preservatives

Answer: A

That’s all for today’s Q&A gift.

Next, let me give you a preview of the evening’s benefits.

Beautiful girls in Jinan, tonight at 20:00

We invited Ms. Su who has been engaged in the beauty and skin care industry for 10 years

Revealing to you in detail - those skin care secrets that celebrities are unwilling to disclose

During the event, cosmetic bags, medical masks, Quardi sets and other luxury gifts worth tens of thousands of yuan were given away

See you at 8pm

8. Conversion

1. Course warm-up

19:45

Trader: Has everyone had dinner?

Tonight, Teacher Su will give you a skin care class. If you have any questions, you can discuss them later.

After the course, there will be a lucky draw event.

Marine Corps 1: What are you talking about?

Water Army 2: The weather in Jinan is really weird recently, sometimes cold and sometimes hot

Marine 3: Yes, it makes my skin dry.

Lead the discussion to skin care

19:59

Group Announcement

Next, we would like to invite Ms. Su, who has been engaged in the beauty and skin care industry for 10 years.

Revealing to you in detail - those skin care secrets that celebrities are unwilling to disclose

Please reply: Warmly welcome Teacher Su [applause emoji]

2. Course starts

Audio lectures with pictures

3. Flash sales

(1) Thank you teacher for sharing

If you refresh the screen three times, the group members will copy and follow, which will boost the atmosphere in the group.

(2) Flash sales

For the beauty-loving girls in Jinan, the third wave of benefits is coming tonight!

A skin care package worth 2004 yuan, available today at a shocking price of 99 yuan

The traces of time are written on the face

Women should be nicer to themselves

• Needle-free water light (worth 498 yuan per time)
• 1 time of micro bubble pore deep cleaning treatment 3. Facial V-sculpting (valued at 198 yuan per time)
• Oxygen injection and hydration high moisturizing management (value 128 yuan)
• Black nose tip firming and purification management (value 128 yuan)
• Medical mask 1 time (value 60 yuan)
• Medical Visia facial detection (valued at 398 yuan)
• 1 lip or underarm hair removal session (valued at RMB 128)
• 1 time shoulder and neck unblocking treatment (valued at 268 yuan)

4. Water Army Cooperation

(1) Ask questions and eliminate doubts: When can I come to the store to do the project, where is the address, and whether an appointment is required;

(2) Posting orders to set the pace: Encourage posting orders to drive the pace of purchase;

(3) Create a grabbing atmosphere: encourage customers to chat and create a grabbing atmosphere;

(4) Order chain: Order chain drives the pace of purchase.

5. One-on-one private chat

(1) Friends who have participated in red envelope wall, like collection, and lucky draw activities

Sister Wang, this event is really worth it. After purchasing, you can also participate in the lucky draw. I don’t know when the next time will be. After purchasing, remember to join the group.

(2) Based on the backend visitor data , you can see which customers are viewing the product page, when they viewed it, and how long they viewed it. The longer they view it, the more interested they are in the event . You can chat with them privately as soon as possible to solve the problem and complete the transaction.

6. Conversion on the third day

Day 3, April 30, focus on conversion within the group

(1) Every 1-2 hours, send a group announcement, @ everyone, so that as many people as possible can visit the product mini program

Note: According to the sales funnel principle, when the conversion rate is stable, the more customers visit the product page, the more transactions will be generated.

You only need to consider one question: if the customer doesn’t even look at your product page, how can he or she make a purchase?

One-to-one private chat with group members who visit the product page based on real-time visitors

Otherwise, the situation may happen that the promotion is over but the customer still wants to buy. Why? Because customers don’t have time to read group messages during activities, we need to keep sending group announcements to notify customers of flash sales.

Don't worry, customers will leave the group, the flash sales have started, if you don't want to buy, just leave the group, there is no point in staying in the group if you don't want to buy

(2) Continue to resolve customer questions

In sales, there is a special link called eliminating customer doubts, which itself is a way to increase trust.

(3) Testimonials from old customers, trust endorsement

Encourage real old customers to speak in the group, express their experience with the items in the store, and drive new customers who have not yet completed the transaction to purchase.

(4) Contact by phone and make good conversions

Through activities such as roulette wheels, red envelope walls, and collecting likes , we can obtain the mobile phone numbers of customers in the group, allowing store clerks to contact customers who have not purchased by phone to complete transactions.

7. Lucky Draw

Invite the customers who have made transactions to join a separate small group and participate in the lucky draw

Use the Red Envelope Wall applet to draw prizes, and you can specify the winners. Use this function according to the situation.

• The first prize is a Quardi suit worth RMB 1,680
• Second Prize: 1 box of facial mask worth RMB 280
• The third prize is worth 198 yuan, one small bubble

IX. End of the activity

After the event, disband the group

Every community has a life cycle. For flash groups that are used to attract customers and traffic, the best way to deal with it is to disband the group when the activity ends.

Many people would think it is a pity to disband the group as there are still so many people in it.

Then think about it, the time and energy cost of maintaining a group is very high. Instead of turning it into a dead group that posts advertisements, it is better to disband it directly and create it again when you have an event next time.

Author: Liudao Source: Liudao