2017-08-10 17:00

 

Keri Tina, chairman of Chen Bihua: be a soul innovator

 

[straight net Beijing August 3rd hearing] (beauty industry observation) no doubt, whether in the consumer side, or industry side, Keri Tina is China's most famous brand visibility of the chain.
Founded in 1989 in Taiwan, the Group officially launched the mainland market in 1997 and returned to Taiwan in 2013. It has been in the domestic market for 20 years.
As the first domestic beauty to join pioneer mode, the number and size of nearly 4000 stores, the number of years has been ranked first in the country, Keri Tina is every act and every move much industry attention. In the United States Industry observation, a number of leading U.S. military enterprises, founder and CEO interview and exchange, as benchmarking enterprise Keri Tina is always mentioned research topic.
One of the key questions is: how does Keri Tina greet the new age proposition?
In June 25, 2017, Keri Tina's "Pink Power" annual festival scene, more than 10000 beautician from Keri Tina nearly 4000 stores wearing pink uniforms, Mercedes Benz cultural center in Shanghai, Keri Tina and Tongji University jointly established the Tongji University Lifeng Institute for regenerative medicine strategic cooperation signing ceremony witnessed the scene.
The second day, Keri Tina coordinates the Shanghai headquarters, "beauty industry observation" for an exclusive interview to Keri Tina, Ms. Chen Bihua, the industry for all the wonder and curiosity and the core logic of this historic, huge volume of the beauty industry group, Ms. Chen has the calm answer.
Internal logic of industrial management
Q: Keri Tina as the first in the industry to join the development of the enterprise model, the strong sustained operating force in the industry for all to see, do you think Keri Tina's business development is the core of what?
A: Keri Tina's business model has often been analyzed and discussed by the industry. Keri Tina was born in Taiwan when the market is open to a bottle of Amino Acid Cleansing Cream, according to local conditions to enter the mainland market to adjust the business model, after 20 years of accumulation, eventually forming a distinctive and unique label business with products and services as the core of the "innovative" beauty chain enterprises.
Keywords: products
There is no doubt products is the core competitiveness the people are proud of, to enter the mainland market in the past 20 years has been praised by consumers. It now has more than 20 product lines covering the face and body.
We quality requirements of products has been very high, this belief comes from a large group of backing, Keri Tina full membership of Taiwan Fengsheng group, twenty years of sword, frankly, like this group to build a complete industrial chain of enterprises, the group selected from research and development, and even from planting to have his ranch in Taiwan, obtaining raw materials from there, the industry chain layout of.

Currently owns production research and development (two daily necessities Co. Ltd.), education (Zhe Mei College), beauty chain marketing business (Keri Tina), Keri Tina's and Internet plus utilities (U.S. force O2O platform -- beauty, life and health of mobile electricity supplier business platform, the United States () Ya PO) and Manicure beauty brand leader (RnD).

Keywords: Service
Training service, a beauty salon as the main body of the enterprise, in addition to providing diversified franchisee cinema products, joined the business to join the training is very important work, the training group has formed a three-dimensional network training system, every year nearly a thousand times according to join the training and guidance, management, nursing beautician of different levels. In order to meet the needs of various business franchise.
Channel service, in addition to the traditional store channel service, it is proved in the guest convenience and experience make a lot of promotion, and interactive, new force O2O platform to meet consumer demand and help the franchise to solve the transition cost issue, but also an important measure to adapt to the Internet market, Anderson G.
Here there is an inherent logic is: trying to build the highest international standards of the franchise can copy mode, the core of the support is dedicated and strong product development and production, and high standards of service, this service includes service to join and store skin care services.
At the same time, in addition to focus on creating their own strength, also caused many innovative move CHLITINA wind industry, to promote the positive development of the beauty industry.
Technology and innovation research and development
Q: Keri Tina and the Tongji University established rephone Institute for regenerative medicine, stem cell medicine together to create beauty and anti-aging technology, product research and development center and new cooperation base, as the first domestic beauty chain brand, Keri Tina in biotechnology and medical beauty on the layout, how do you plan?
A: from the earliest amino acid products, stem cell technology is still in development and exploration, CHLITINA beauty repair technology has not stopped. As a beauty enterprise across the Straits, professional R & D and high standard products are the foundation of Keri Tina's core competence. From the background, the science and technology is the traditional beauty technology can not represent the general trend, to meet consumer demand for high-end medical beauty and anti-aging, new regenerative medicine technologies continue to emerge, the rapid development of biological science and technology medicine, because the clinical basis for dozens of years, by leaps and bounds in the application, has brought new opportunities and great potential for medical beauty and anti-aging field.
Stem cells can be regenerated, differentiated cells are divided into many types. The application scope of future stem cell technology is widely used for human anti-aging, beauty care, * CVD and diabetes, is likely to Parkinson's symptoms will play, but it is still part of clinical stage of medical treatment.
This is now we will invest a large number of Tongji University and one of the reasons contributing to such cooperation, hope can promote the standardization and promote the development of this technology is mature, can be beneficial to society. Of course, Keri Tina took the lead in research into this industry. When stem cells begin to be widely used, we have taken the lead. This is also the strategic investment and layout of the group.

In the establishment, focus on building brand CHLITINA gene technology, how to scientific and technological achievements into practical technology, transformation and application of market and business, achieve mutual benefit and win-win multilateral, is worth pondering. On 2015, Christine founded in Shanghai medical beauty institutions brand - Ya park from the two sides of the three leader, and through the internationalization of professional training and certification of the medical team, dedicated to the combination of aesthetics, technology and medicine, to provide a safe, professional facial rejuvenation and optimization solutions.
Specific business planning, can Keri Tina in healthcare technology planning is divided into short, medium and long term:
Short term: focus on the medical beauty level, such as personalized, accurate skin care and anti-aging, based on autologous cells, accurate medical beauty and anti-aging applications, and adult cell storage.
Middle: the development of 3-5 more accurate medical beauty and anti-aging products, patented, and seek the market; cosmetics R & D skin organ tissue engineering and medicine of traditional Chinese medicine based on beauty, anti-aging and younger product development and clinical trials based on. The results will be used in the service scope of CHLITINA beauty salon, medical beauty and beauty of life for the future, as consumers daily accessible beauty services.
Long term: * in the future, both products and medical services will be available. In summary, future research institutes will focus on the development of sophisticated, anti-aging, younger, health-related technologies and products.
future market
Q: does Keri Tina think there is a big change in China's US market? Based on this, please talk about Keri Tina's next move and plan
A: judging from the twenty or thirty year timeline, the market of China's beauty industry is becoming more and more mature. In recent years, especially the operation of capital has accelerated the development of the industry. In addition to our beauty, nail beauty eyelashes, medical beauty, but also concerned about the scalp, hair, maintenance and other broad fields. "Pink power drives the pink economy", and Keri Tina will continue to do the passage to build the trunk of this big tree".
Future, Cristina will continue to make efforts in the following two aspects:
First, continue to build a perfect service franchise system, set up an entrepreneurial market in China, is expected to reach 5000 stores in the next 5 years target. As the incubator projects and internal business, brand owned by young CHLITINA subsidiaries to take charge, such as park, Manicure Ya Lide beauty brand RnD is independent of its investment development group.
Two is in the regenerative medical technology big data and cell bank aspect, along with the research and development progress, will step by step in the market side force.