During this time, the temperature was relatively low, and I had asked a few friends to go to the nearby bathing center to take a quick shower and wash away all the bad luck of the year, but what I didn't expect was that several corner bathing centers in my city were closed.
Then I asked a few classmates in the northern cities, and their situation was similar, which had to make me think deeply, the once very lively bathing centers, but now they are facing the fate of closing, and gradually fade out of our sight.
What caused this change?Is it a change in consumption habits or an outdated business model?In this regard, a friend who has been a boss of a bathing center before told the truth, in fact, there are many deep-seated reasons behind this that ordinary people do not know.
01 Digital lifestyles are becoming more diversified
With the popularization of the Internet and smartphones, people's lifestyles and consumption habits have changed dramatically. At present, digital entertainment such as games, streaming platforms, and social platforms are becoming increasingly popular and have become people's first choice for leisure and entertainment.
These digital entertainment methods are not limited by time and place, and users can enjoy entertainment activities anytime, anywhere;It also provides more interactive opportunities for users to share experiences and exchange ideas with others through the Internet, enhancing their social experienceAt the same time, it can also provide personalized content according to the preferences and needs of users to meet the tastes of different groups of people.
The new entertainment methods have changed people's leisure habits to a large extent, so that people no longer need to go to offline entertainment venues such as bathing centers and KTVs to meet their leisure needs.
Especially for today's young people, on the one hand, traditional bathing centers take a long time, and they are under the current fast-paced pace of urban life, with high work pressure, more family chores, and less time for entertainment.
In a limited time, they prefer to choose simple, fast and efficient leisure methods brought by digitalization, such as quick massages, short-term karaoke, etc. There are also many people who prefer to enjoy digital leisure at home, such as playing board games with friends, console games, using the projector to ** favorite shows, and so on.
On the other hand, many young people pay more attention to health and quality of life under the huge pressure of work and life. Most of my spare time is spent in gyms, outdoor sports, making friends, attending classes and other activities to improve physical and mental health, which has almost become a new way of life for modern young people, and this trend is undoubtedly one of the direct reasons for the closure of bathing centers.
In short, traditional bathing centers mainly provide bathing, massage and other services, which lack innovation and attractiveness. With the popularization of digital lifestyles such as the Internet and smartphones, people can easily find a variety of new entertainment methods and service content through the Internet, which makes bathing centers at a disadvantage in the service competition.
02 The trend of consumption upgrading
With the continuous improvement of China's per capita income, the consumption concepts and needs of many people are also constantly upgradingIn particular, the consumption demand of young people is increasing very quickly, and in this process, bathing centers are also facing the challenge of market changes.
First, consumers are more willing to pay for high-quality, personalized service. With the improvement of people's living standards, their requirements for bathing centers are getting higher and higher, not only limited to simple bathing services, but also hoping to enjoy more comfortable, professional and personalized services.
Therefore, high-end SPA, special bathing and other services have been favored by consumers, which can provide more professional massage, skin care, health and other services, so that consumers can enjoy the service at the same time, but also get physical and mental relaxation and pleasure.
Secondly, the differentiation of the market has also caused some traditional public bathing centers to gradually lose market share. Due to the service order.
First, the experience is ordinary, these bathing centers cannot meet the increasingly diverse needs of consumers. In this process, the market positioning of many traditional bathing centers is out of touch with the market demand, and they fail to adjust their business strategies and service models in time, so they gradually lose their competitive advantage.
In addition, the development of the Internet has also brought about changes in consumer behavior and habits. More and more people are beginning to understand and choose bathing centers through the Internet, which also makes some traditional bathing centers lose their original customers. In response to this change, some bathing centers have begun to try to transform and innovate to attract consumers by offering more personalized and diverse services.
03 Growing business challenges
Many bathing centers are facing the dual challenges of operating costs and increasingly fierce market competition, which is mainly manifested in the following aspects:
1.Operating costs**
The operating costs of the bathing center include rent, staff salaries, equipment maintenance, raw materials, etc. As prices** and labor costs increase, so do these costs**, especially rent, bathing centers usually need to lease space for operation, and the increase in rent is often greater than the increase in income, resulting in shrinking profit margins.
At the same time, with the changes in the current labor market, white-collar jobs are generally more involuted, while the wage level of employees in the basic service industry is showing a leading trendEspecially in first-tier cities and emerging second-tier cities, the labor cost of bathing centers is also very high.
In addition, because the bathing industry needs to consume a lot of water and cleaning supplies, on the one hand, it is necessary to regularly update and maintain facilities, and on the other hand, with the continuous increase of water and electricity bills and cleaning supplies, its basic operating costs are also rising.
2.Market competition has intensified
With the development of the economy and the improvement of people's living standards, the bathing industry has also developed rapidly. Due to the rise of diversification and new leisure methods, more and more bathing centers have fallen into an increasingly fierce market competition environment.
However, consumers' demand for bathing services is also escalating, putting forward higher requirements for service quality, environment, facilities, etc., and many high-end projects of emerging leisure clubs have a siphon effect on the customer group of bathing centers. In order to meet these demands, bathing centers need to continuously invest money and energy in upgrades, which leads to further shrinking profit margins.
3.Lack of innovation and branding
In the highly competitive bath market, innovation and brand building are key to staying competitive. However, some bathing centers lack the awareness of innovation and brand building, and still adopt traditional business models and service contents, which is difficult to attract the attention of young consumers.
At the same time, some bathing centers either over-advertise in terms of publicity, but the service quality cannot meet customer expectations, resulting in a decline in word of mouth;Either there is a lack of investment, resulting in low brand awareness and difficulty in attracting more customers. The existence of these problems not only affects the profitability of the bathing center, but can also lead to the breaking of the capital chain and eventually the closure of the house.
Write at the end:
In general, the closure of many bathing centers is not accidental, it reflects the changing times, changes in social consumption concepts and cultural trends. In the face of changes in the market and the needs of customers, bathing centers must actively respond and constantly innovate and improve.
Only in this way can we be invincible in the fierce market competition and achieve sustainable development. Therefore, bathing centers should focus on market research, understand customer needs, and constantly introduce new products and services to improve customer satisfaction and loyalty.
At the same time, we should also pay attention to technological innovation and management innovation to improve the efficiency and competitiveness of enterprises. It is also necessary to pay attention to the construction of corporate culture, improve the quality and skills of employees, stimulate the enthusiasm and creativity of employees, and provide a strong guarantee for the sustainable development of enterprises.