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"Private" Service &Nbsp; Like Flowers Quietly Open.

2011/4/16 10:47:00 22

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The change of the word "private" in Chinese life is called "change". Dramatic 。 From the past "strongly criticized the private word" to "now". private Custom-made "fashion", from the popular service of thousands of people to the pursuit of tailored personality, has been "private" in recent years. service The rise of the concept subverts people's way of life and brews an infinity. Business opportunity Big market A lot of new jobs that are closely related to the word "private" have been born. "Small private times" even though Brilliant There is also a lot of mixed up, but it is undeniable that it is a field. consumption revolution It's also a field. Fortune opportunities 。

In the 90s of last century, petty bourgeoisie was used as a new way of life, and it was popular among young people in China. Today, the "world" has changed dramatically.

When petty bourgeoisie buys clothing brand street, "someone" customizes their own blue jeans. When petty bourgeoisie is in the beauty salon, "someone" is chatting with their personal image designer; when petty bourgeoisie is addicted to French and Italian Western restaurants, "someone" has his own skillful cook; when petty bourgeois drives a private car to find personalized beauty shop, "someone" asks professionals to come to "love car" beauty, or even repair private cars, please repair master's door. To raise the cover, we find that "someone" has a unified symbol -- small private.

From the past, "to praise the private word for a flash", to talk about the "private" color change to the "private order" as the fashion pursuit, but thirty or forty years ago, a "private" word, in the Chinese life dictionary, almost suffocated and reborn.

Ms. Li, who often goes to private banks in the Bund, Shanghai, said that she liked to watch American dramas in the past. She liked to watch the American dramas in the past. The protagonists in the play had health care for private doctors. They had personal image designer nursing. Fortune had private financial advisor planning. When they were in trouble, someone arranged for him. She felt herself unreachable from this life. However, only a few years later, Ms Li not only hired private financial advisers, but also hired private nutritionists. She said: "nutrition knowledge can be learned from books, but where is it better than the dietitian to teach one by one? And for a long time, you can become friends and chat with your family. This feeling is very warm.

The small private family first appeared in the media coverage in 2004. In that year, the movie star dawning and Faye Wong had been addicted to private doctors and private etiquette designers in the urban romantic movie "big city incident". In 2010, "small private" became one of the most popular hot words in Chinese Internet. According to a survey conducted by the Chinese Academy of Social Sciences, more than 50% of Chinese urban residents have demand for private doctors. According to the demand of 8% of the 250 million urban residents in the country and the cost of 900 yuan per person per year, there will be an emerging supply and demand market of 18 billion yuan. In fact, a huge market is already on the verge of fire.

　　 Two days service =1 monthly salary

It is consumption revolution and wealth opportunity.

There is an excellent "two world cafe" with excellent business in Beijing. Chef, bartender, waiter or family theater are only served by one pair of guests each time. This exclusive consumption feature of private customized services is loved and sought after by small businesses.

Some people say that the emergence of small private consumption is also a consumption revolution and a wealth opportunity. In the view of sociologists, the traditional way of consumption is popular and personal, while private service is different from mass consumption by individual customization. The change from mass service to private service is the manifestation of diversification, differentiation and specialization of personal needs after the development of social economy.

In the spring afternoon, May, a personal image consultant, arrived at Miss Lee's house on time. "In this era, image is not only an advertisement of your ability, but also a sign of your taste," she said. I have a lot of clothes, but I am not very good at dressing up. Sometimes inappropriate dress will make me self defeating and damage my professional image. The professional image consultant will dress me according to the fashion and color this year, and will accompany me to choose clothes suitable for various occasions. This is the work of May, including second days of shopping, two days of service, May get 5000 yuan reward. This is equivalent to her previous month's salary.

Under normal circumstances, May is guided by one to one appointment. According to different customers, different personalized solutions are made for him (her). The time is 4 hours, and the charge is 2600 yuan. If the customer has other requirements, such as taking care of the wardrobe, accompanying shopping, and providing guidance and services for the customers to attend the major events, she charges by the hour, ranging from 200 yuan to 300 yuan per hour. May said that the concept of private image consultant came from Japan. The first term was "color consultant designer". In the 1995 of last century, "color consulting designer" was introduced into Beijing, but before 2005, this occupation was not accepted by everyone. After 2005, May's business became prosperous, so she changed the "color consultant designer" to "private image consultant". She said that the image consultant includes two aspects: first, according to the customers' genetic color (hair color, eyebrow color, pupil color, lip color, skin color, etc.), he can find the best range of clothing color for him (second); (2) select the style that suits him (her) and tailor the style of clothing for customers, and choose the harmonious hair styles, makeup and shoes, bags and accessories according to the determined clothing color system and style.

With the development of China's economy, the improvement of residents' income in large and medium-sized cities has made private services become a rising market. Even famous advertisements "give gifts to brain platinum" have changed their faces -- "giving gifts to send private services"! Private services have been "flying into the homes of ordinary people".

Zhu Liang, a junior high school student this year, told the author, "I want to be a private lawyer in the future. I saw a group of such data: the United States has about 800000 lawyers, an average of 300 lawyers per person; and China has only a dozen or so lawyers, with an average of 12 thousand lawyers per person. This will be a market with great demand and very scarce talent. "

A set of figures also proves that the "private" economy is rising: when the Engel coefficient of a city is above 40%, the proportion of private services provided is 7.8%. According to the National Bureau of statistics, the Engel coefficient in 2010 was 35.7%. {page_break}

　　 Personal service, intimate relationship

Service is an old topic, but private service is a new field.

Service is open, private service is private, space is private, service is enthusiastic, and private service is not particularly required to meet customers on the road and run up to greet and say hello. According to the insiders, private health coaches in training to avoid physical contact with guests, in class, special white towel will be prepared to prevent direct contact during support and assistance.

A "private" word fully embodies the characteristics of private service. Wang Xiao, a private psychological consultant, points out that private service is not equal to intimacy.

For this reason, Liu Yuechen, the author of the best seller psychological revolution and a famous psychological mentor, has a deep feeling. He said that private service is definitely not the concept of selling time. For those customers who just want to talk on the phone, he will not hesitate to refuse. He said that there was a boy who had been frustrated by his father's criticism and scolding because of his poor academic performance. So he had been living in the shadow of inferiority and depression, coupled with the psychological fear of adolescence, and did not know how to get along with other people in society. He also did not dare to contact with his teachers. In his opinion, a boy wants to improve his personality because of his growing environment. This kind of private service is very meaningful. After receiving the order, he began to contact the boy. In addition to normal psychological counselling, he also did two, three times... More than ten times to find opportunities to bring boys to various gatherings, so that he can understand how men's society should behave. In order to dispel the boy's "self-defense" mentality and protect his dignity, whenever Liu Yuechen was introduced to the boy, he would say, this is the child of an old friend of mine. Nevertheless, Liu Yuechen said that participating in activities is only a way of psychological counselling, and must not surpass the boundaries between customers and services. Otherwise, the boys will be laughing and laughing, unable to enter the state of counselling.

Jin Lan, an etiquette expert in Beijing's future boat etiquette institution, often hosts "private image consultants" for successful people outside the ceremonial lecture hall. When interviewed by the author, she said that with the "private service" consumption values quietly forming, the protection of customer privacy is the biggest concern. In regular face to face, one to one service and private contacts with customers, customers' privacy and shortcomings will be known, and some of them are social celebrities. If private service and intimate relationship are unintentionally transmitted to the outside world by customers' need to protect privacy, it will not only hurt the customers, but also have a great negative impact on the reputation of the personal image designer. {page_break}

　　 "Private" economic competition

Professional service is the secret of success.

It is worth mentioning that small private is constantly evolving. May said that only one private image consultant or personal beauty consultant is only a small private primary equipment, and a few honorable and intimate personal services are diamond grade private. To serve these top small private businesses is undoubtedly the "champion" of the "private" economic competition.

In fact, there are two major competitions in the "private" economic competition, one is the enterprises and institutions that provide private services, the other is the "private" family of individual practitioners.

The manager of a health consultation center in Shanghai said that, after several years of business practice, how to build a gold medal service team, he has found out an important experience - the appointment of retired doctors, because this group of people do not worry about their food and clothing, and do not work for money. I saw in the manager's personnel database that dozens of retired experts and famous doctors in Shanghai's major hospitals were carefully collected. The manager smiled and said, "always be prepared!" However, experts do not worry that in the developed countries, private service industry is a high threshold occupation. Most of them need professional qualification tests. If they are private sports coaches, they are generally eligible for the retirement of elite athletes, and private doctors are more strict. Doctors who have obtained the doctor's qualification certificate may not be able to serve as private doctors. However, there are no such regulations in China. Private doctors are mostly retired doctors in hospitals.

This situation is very common in the private service industry, behind the surface of the fire is the disorder of the industry. Jin Lan said that most of the practitioners in private service industry are the only job seekers through the Internet. Some famous Witkey websites often see their personal web pages. Taobao stores also sell their own private service providers, but this is very difficult to start. Until they accumulate certain reputation and regular customers, they will be able to earn their living. A senior personal image designer told the author that she had been in the industry for 10 years, and that her peers could still stick to the present day.

On the wall of Beijing's Tong Tong fitness club, a brief introduction to the club qualified for personal trainer is presented in the name of Shi Mau Sheng: "Beijing JINGWAH Medical University, Beijing public nutritionist, Beijing public health division, Physical Fitness Personal Trainer Certificate". In this fitness club, only one of Shi Maosheng is a nutritionist and health teacher. According to unofficial statistics, there are nearly 190 fitness clubs in Beijing. About 1500 professional coaches are engaged in private education in these fitness clubs, but there are not many talented people like Shi Maosheng. Cheng Dantong, general manager of Dan Tong fitness club, said that private education has become a profession. Every day, she receives many candidates who come to deliver personal data. Competition in the industry has forced private tutor to concentrate on learning all kinds of subjects and master several skills. Students are more willing to worship such private education as teachers.

In the view of economist Mao Yushi, no matter which arena, the specialization of private service needs to be strengthened. Otherwise, it will only fight against the enthusiasm of small consumers advocating customized consumption and harm the prospects of the whole emerging market. As early as 2002, Mao Yushi founded the first non-profit non-profit Home Economics School in Beijing. Later, these "professional" babysitters were "out of stock" in the market.

"Don't forget that we need that professional service," said the senior small private Ms. Let's talk about the new philosophy of life and the secret of winning the "private" economic competition.