{"id":2368,"date":"2013-10-28T06:19:30","date_gmt":"2013-10-28T06:19:30","guid":{"rendered":"http:\/\/www.schoolpages.co.za\/?p=2368"},"modified":"2013-10-28T06:19:30","modified_gmt":"2013-10-28T06:19:30","slug":"emerging-markets-in-the-spa-industry-china","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2013\/10\/emerging-markets-in-the-spa-industry-china\/","title":{"rendered":"Emerging markets in the spa industry: China"},"content":{"rendered":"

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In the next two posts, we would like to take a deeper look into the opportunities that two Asian giants offer the spa industry: China and India. We would like to start this week\u2019s post by exploring the opportunities the rapidly growing Chinese spa industry promises.<\/p>\n

In a previous article<\/a> we touched upon the subject of the great business opportunity that the growing outbound Chinese tourism presented to the spa industry. \u00a0In today\u2019s post we would like to go a step further and talk about a recent article published in spa business.com<\/a>, titled Moving target<\/em>, where Leonor Stanton analyses the results of the McKinsey report \u2013 Luxury Without Borders: China\u2019s New Class of Shoppers Take on the World<\/em>, which talks about the increasingly sophisticated Chinese consumer and their purchasing habits in terms of luxury goods and products, and the major challenges that today\u2019s luxury brands face. As Stanton states, \u201cwhile the report isn\u2019t directly focused on spas, it outlines some interesting parallels for any operator in the luxury business\u201d.<\/p>\n

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En los pr\u00f3ximos art\u00edculos nos gustar\u00eda profundizar un poco en las posibilidades que ofrecen a la industria del spa dos gigantes asi\u00e1ticos, China e India. Nos gustar\u00eda comenzar esta semana explorando las oportunidades que promete la creciente industria del spa en China.<\/p>\n

En un art\u00edculo anterior<\/a> comentamos sobre la gran oportunidad de negocio que el creciente mercado del turismo chino ofrece para la industria del spa. En esta ocasi\u00f3n, nos gustar\u00eda profundizar un poco y comentar un reciente art\u00edculo publicado en spa business.com<\/a>, titulado Moving target<\/em>, donde Leonor Stanton analiza los resultados del reporte de McKinsey \u2013 Luxury Without Borders: China\u2019s New Class of Shoppers Take on the World<\/em>, en el que se habla del consumidor chino cada vez m\u00e1s sofisticado y sus h\u00e1bitos de compra en cuanto a productos y servicios de lujo se refiere, y los retos que esto supone para las marcas de lujo. Tal y como lo cita Stanton, \u201cmientras que el reporte no est\u00e1 directamente relacionado con los spas, traza paralelos interesantes para cualquiera en los negocios de lujo”.<\/p>\n

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Exclusivity and high spending power<\/strong><\/p>\n

Accodring to the McKinsey report, the sharp rise in the spending power of Chinese consumers has had an impact in the sale of products and services that offer something distinctive. The top end of the high-income earners in China\u2019s growing economy feel the need to continue to differentiate themselves through the exclusivity that only a few industries can offer, those industries that are successful in designing unique and personalized services.<\/p>\n

It is estimated that by 2015 34% of the demand for luxury goods will be from Chinese consumers. This consumer therefore is a great opportunity for those brands and services that can continue to make these high end clients feel particularly special, satisfying both their desire to discover the newest, greatest and most exclusive, and also the need to convey their status by using a highly identifiable brands.<\/p>\n

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High potential for the health and beauty industry<\/strong><\/p>\n

McKinsey\u2019s findings, although challenging for luxury brands, indicate a promising outlook for the spa and wellness industries. The inherent flexibility of the spa business allows us to design unique experiences for even the most demanding of clients, and to also explore two key factors in creating a truly personal experience: a) the surprise factor and, b) the feeling of being absolutely special.<\/p>\n

Another interesting point that Stanton makes is that the new lifestyle of the Chinese high class implies a greater socialization, and this has a direct effect on the desire and need to project a personal image of utmost health and beauty.<\/p>\n

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Embracing \u201cLuxury 2.0\u201d in the Chinese spa industry<\/strong><\/p>\n

In another relevant study cited by Stanton, conducted in May of 2013 by Bain & Company, which focused on the luxury market on a global level, three management principles were listed as the \u201ckey for winning in the luxury market over the next 10-15 years\u201d. Only those businesses that \u201cget ready for Luxury 2.0\u201d and relentlessly focus on these three management principles will succeed.<\/p>\n

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So where does the spa industry fit in? If we take a closer look at these principles, it is evident that they can easily be extrapolated to the spa industry:<\/p>\n

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  1. Superior customer service<\/strong> – Clients with such a large spending power expect to be treated even better that in traditional VIP services. Spas have an advantage above other industries as a spa experience can satisfy this expectation at every level. Spas that pay attention to every detail: location, coherence of spa concept, quality of products used in treatments, customisation of the therapies offered, etc. \u2013 will be perfectly placed to meet the desires and expectations of \u00a0this new demanding consumer.<\/li>\n

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  2. Flawless [spa] management<\/strong> \u2013 Those spas that allow for no room for mistakes or for the unexpected when catering to this market will have a head-start. An extremely high degree of professionalism and customer service along with impeccable facilities will be a must. The experience this consumer will have while being in a spa must highlight the fact that they are enjoying unique, high-level services specially designed for them.<\/li>\n

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  3. Staff excellence<\/strong> \u2013 Training, training and more training will be key \u2013 from receptionists who greet the client as they walk in, through to therapists and attendants and management staff. Basic knowledge of the Chinese language and cultural practices, as well as the specific etiquette that this market expects, aside from a solid training in their areas of expertise, will set one spa\u2019s staff apart from the rest.<\/li>\n<\/ol>\n

     <\/p>\n

    Without a doubt, venturing into the Chinese spa industry and catering for this increasingly sophisticated consumer, implies an enormous challenge but, according to the finding of the reviewed reports, this market also promises to have a great potential in profitability and growing stability.<\/p>\n

     <\/p>\n

    Next week we will delve into Asia\u2019s other great market, India, and look at the differences and similarities between both luxury markets in Asia\u2019s emerging nations.<\/p>\n

    <\/p>\n

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    Exclusividad y alto poder adquisitivo<\/strong><\/p>\n

    De acuerdo con el reporte McKinsey, el marcado aumento en el poder adquisitivo de los consumidores chinos ha tenido un impacto en la venta de productos y servicios que ofrecen algo distintivo. El sector con m\u00e1s alto ingreso encuentra necesario seguirse diferenciando a trav\u00e9s de la exclusividad que pueden ofrecerle solamente las industrias capaces de dise\u00f1ar una oferta \u00fanica y personalizada.<\/p>\n

    Se estima que para 2015, el 34% de la demanda de productos de lujo provendr\u00e1 de consumidores chinos. As\u00ed, la gran oportunidad de aprovechar este segmento ser\u00e1 sin duda la de las marcas y servicios que puedan seguir haciendo sentir particularmente especiales a los clientes de m\u00e1s alto nivel, satisfaciendo al mismo tiempo las demandas de un sector que busca descubrir lo mejor, lo m\u00e1s nuevo y exclusivo, y tambi\u00e9n mostrar su estatus a trav\u00e9s del uso identificable de una marca reconocida.<\/p>\n

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    Alto potencial para la industria de la belleza y el bienestar<\/strong><\/p>\n

    Seg\u00fan reporta McKinsey, si bien las marcas dependientes de la venta de productos de lujo experimentan un reto, tambi\u00e9n hay perspectivas prometedoras para las industrias del spa y del bienestar. La flexibilidad inherente a los negocios de spa, tiene siempre la posibilidad de dise\u00f1ar experiencias \u00fanicas para sus clientes m\u00e1s exigentes, y explorar al m\u00e1ximo dos de los factores se\u00f1alados como claves: a) el factor sorpresa y, b) la sensaci\u00f3n de sentirse absolutamente especial.<\/p>\n

    Por otro lado, como se\u00f1ala Stanton, los nuevos estilos de vida de la clase alta china, implican mayor socializaci\u00f3n, y esto repercute directamente en el deseo de proyectar una imagen personal de m\u00e1ximo bienestar y belleza.<\/p>\n

     <\/p>\n

    Adaptando el \u201cLujo 2.0\u201d en la industria del spa en China<\/strong><\/p>\n

    Otro relevante estudio citado por Stanton, el realizado en mayo de 2013 por Bain & Company, enfocado en el mercado del lujo a nivel mundial, se\u00f1ala 3 principios administrativos que han sido detectados como \u201cclaves para ganarse el mercado de lujo dentro de los pr\u00f3ximos 10 a 15 a\u00f1os\u201d. Solo aquellos negocios que \u201cest\u00e9n preparados para el \u2018Lujo 2.0\u2019 y que se enfoquen implacablemente en estos tres principios conseguir\u00e1n el \u00e9xito.<\/p>\n

     <\/p>\n

    Pero \u00bfd\u00f3nde entra entonces la industria del spa? Si observamos estos principios m\u00e1s de cerca, se pueden extrapolar a la industria del spa:<\/p>\n

      \n
    1. Servicio al cliente de alt\u00edsimo nivel<\/strong> – Los clientes con este enorme poder adquisitivo, esperan que el trato sea superior incluso que en los tradicionales servicios VIP. La industria del spa debe apostar por una experiencia que pueda satisfacer esta expectativa en todas las fases de la experiencia spa. Los spas que pongan atenci\u00f3n a cada detalle: la localizaci\u00f3n, la congruencia del concepto del spa, la calidad de los productos, la personalizaci\u00f3n de los tratamientos, etc. \u2013 tendr\u00e1 que complacer perfectamente los deseos y las expectativas de estos exigentes clientes.<\/li>\n

       <\/p>\n

    2. Gesti\u00f3n impecable de las instalaciones del spa<\/strong> – \u00a0Aquellos spas que no admitan fallos o imprevistos al atender este sector, contar\u00e1n una ventaja importante. La profesionalizaci\u00f3n debe ser extrema, la localizaci\u00f3n de lujo y las instalaciones impecables. La experiencia que tendr\u00e1 el cliente debe subrayar el hecho de que est\u00e1n disfrutando de un servicio \u00fanico, de alto nivel, y que ha sido especialmente dise\u00f1ado para ellos.<\/li>\n

       <\/p>\n

    3. Excelencia del personal<\/strong> \u2013 Formaci\u00f3n y m\u00e1s formaci\u00f3n. Eso ser\u00e1 la clave. Desde las recepcionistas que den la bienvenida al cliente, hasta los terapeutas y cualquier empleado de atenci\u00f3n al cliente. El dominio b\u00e1sico del lenguaje chino, los conocimientos de los usos culturales y de etiqueta, adem\u00e1s de una s\u00f3lida formaci\u00f3n en sus t\u00e9cnicas, marcar\u00e1 la diferencia entre un spa y otro.<\/li>\n<\/ol>\n

       <\/p>\n

      Sin duda alguna, incursionar en la industria china del spa y atender a este sector cada vez m\u00e1s sofisticado implica un enorme reto, pero seg\u00fan las proyecciones de los reportes, promete ser un mercado con gran potencial de ganancia y estabilidad creciente.<\/p>\n

       <\/p>\n

      La pr\u00f3xima semana, entraremos en materia respecto a la India, el otro gran mercado de Asia, que representa un enorme potencial de negocio, y veremos las similitudes y diferencias \u00a0entre ambos mercados de lujo en las naciones emergentes asi\u00e1ticas.<\/p>\n

      <\/p>","protected":false},"excerpt":{"rendered":"

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