With the rapid development of the laundry industry, more and more investors are choosing to enter this sector. However, in the practical operating process, there are some common misunderstandings, which can not only hurt the store’s ability to earn money but also prohibit long-term development. In this article, we will analyze several typical misconceptions and provide more reasonable business ideas to help everyone avoid detours.
Misconception 1
Many operators think that as long as the price is low enough, they can attract more customers. Therefore, they lower the price and even engage in price wars with nearby stores.
- Analysis
Low prices do attract some customers to try in the short term. However, if the washing quality is bad, the customers won’t repurchase. Long-term price wars not only squeeze the profit space but also make the whole market fall into a vicious competition.
- Correct methods
It is better to focus on improving service quality and making customers truly feel that they get more than they pay for, instead of being immersed in the price wars. Specifically, efforts can be made in the following aspects
❑ Improve Washing Quality:
This is the core to attract customers to repurchase. A well-known chain laundry brand, in order to enhance the washing and care effect, has invested a large amount of money in introducing advanced laundry equipment. Equipment is equipped with temperature control and cleaning systems, which can automatically adjust the washing parameters according to the materials and stains. Choosing eco-friendly detergents from big brands can help to remove stains and avoid damaging clothes. Also, regularly letting employees participate in professional training can make employees know the key points of washing and care for many clothes.
❑ Optimize the service experience
From the moment a customer enters the store to when they leave, every detail is important. A community laundry should be clean, and has a comfortable waiting area, and offer free tea and magazines. When customers send their laundry, the staff will carefully inspect the clothes, record the location of the stains and any special requirements, and confirm with the customers. After the laundry and care are completed, customers will be promptly notified to pick up their clothes and suggestions for clothing maintenance will be provided to them.
❑ Differentiated service
Offer some services that other laundries do not have to form a competitive edge. A high-end laundry has launched a customized clothing dyeing service. Customers can provide their favorite colors or patterns to the laundry, and professional colorers will dye the clothes to meet their personalized needs.
Misconception 2
Some operators focus on the short-term profits and don’t want to invest in store promotion, equipment upgrades, customer maintenance, and other aspects because they think these “cost a lot and take a long time to show results”.
- Analysis
Laundries belong to the service-oriented industry, so the customer experience directly has an impact on the repurchase rates and word-of-mouth promotion. If they save money in aspects like promotion, service details, customer relationships, and so on, the long-term development of the store will be restricted.
- Correct methods
❑ Store image and promotion
A good store image can attract customers to enter the store, and effective promotion can enhance the store’s popularity. A newly opened laundry adopts a simple and fashionable style in its store decoration. The store sign is eye-catching and the inside display is neat. Posters and leaflets were distributed in the surrounding communities, shopping malls, office buildings… It also uses social media for promotion, which attracts many fans to follow. Through these promotional investments, the laundry attracted a large number of customers in the early days of its opening.
❑ Customer service
Establish a complete membership system to offer members privileges such as points, discounts and birthday offers. Regularly visit members to understand their needs and opinions, and promptly improve services. A certain laundry has launched a membership system where members can enjoy a 10% discount on their purchases. They earn one point for every yuan spent, and these points can be exchanged for laundry services or gifts. At the same time, assign a dedicated person to be responsible for member follow-up visits. Do a phone follow-up visit to members once a month to inquire about their satisfaction with the quality of hair care and service attitude, and record their suggestions and needs. Based on the feedback from members, the laundry has been constantly optimizing its service processes and improving service quality.
❑ Washing technique
Encourage employees to take part in industry training and academic exchange activities to learn care technologies. Regularly update the washing and care equipment to improve the efficiency and quality of washing and care. A laundry arranges for its employees to attend many laundry industry exhibitions and training courses every year. At the same time, the store often updates laundry equipment to meet market demand and technological development (advanced dry cleaning machines, water washing machines, dryers) .
Misconception 3
Some business operators believe that as long as they grasp the laundry technology, they will succeed in opening a laundry shop, neglecting the importance of operation and management.
- Analysis
The technology is a basis, not everything. The operation of a store includes location, pricing, service process, customer management, marketing promotion, and other links. If you can only do the laundry and cannot do the operation job, it will be difficult for the stores to earn profits continuously.
- Correct methods
It is suggested to take part in the systematic technology and operating training, and learn the practical skills like store management, customer service, marketing plan, and so on, before opening a store. The combination of technology and operations can let the stores go further and more steadily.
❑ Knowledge of business management
Participate in professional business management training courses to learn knowledge about store location selection, pricing strategies, cost control, financial management and other aspects. An operator participated in a management course offered by a well-known training institution. He learned that when choosing a location, foot traffic, surrounding competitors, and rent should be taken into consideration seriously. When opening a new store, he applied the knowledge he had learned, chose a business district with a large flow of people and few competitors in the surrounding area, and reasonably controlled the rent cost.
❑ Service process
Establish standardized and normalized service processes to enhance service efficiency and quality. A certain laundry has established a detailed service process, covering everything from the reception, inspection and registration when customers send their clothes for washing, to the operation norms during the washing and care process, and then to the notification, packaging and delivery after the washing and care are completed. Each link has clear standards and requirements. Employees operate by the service process, which not only improves service efficiency but also reduces errors and disputes, and enhances customer satisfaction.
❑ Marketing promotion
Make effective marketing strategies to help the store’s popularity and reputation. Promote through online and offline methods, such as social media and offline event. A laundry has an online marketing campaign on social media platforms, introducing a “Share and Get Rewards” activity. Customers can receive a laundry coupon by sharing the laundry’s poster on their social media platforms. Meanwhile, offline activities such as laundry knowledge lectures and free laundry experiences should be held in the surrounding communities to attract residents’ attention and participation. Through these marketing activities, the popularity and customer flow of this laundry have been significantly enhanced.
Misconception 4
Some laundry stores are still stuck in the mindset of “as long as the clothes are clean”, ignoring consumers’ higher demands for clothing care and service experience.
- Analysis
Nowadays, customers not only want cleanliness but also want the clothes to be treated with professional care and a convenient and comfortable service experience. If a store offers a single service and a poor experience, it will be difficult to attract young consumers and mid-to-high-end customers.
- Correct methods
❑ High-end fabric care services
Offer professional care services for high-end fabrics such as silk, cashmere and fur. A laundry has specially hired high-end fabric care technicians. The laundry is equipped with professional equipment and supplies. For silk clothes, use mild detergents and low-temperature washing methods to avoid damaging the fabric fibers. For cashmere clothes, hand washing and softening treatment are chosen. For fur garments, choose professional cleaning and maintenance to extend service life. Or it can be triggered by wet cleaning machine, which precisely controls the start-stop ratio to achieve the washing and care of these precious fabrics. By offering high-end fabric care services, this laundry has attracted a large number of mid-to-high-end customers.
❑ Luxury goods care business
With the improvement of people’s living standards, the use of luxury goods is becoming increasingly common. Laundries can offer cleaning and maintenance services for luxury bags and shoes. A laundry has collaborated with a professional luxury care institution. It can offer services such as cleaning, maintenance, and repair for luxury bags and shoes of various brands. Also, provide customers with luxury goods care consultation services to help them understand how to properly maintain their luxury items. By offering luxury goods care services, the laundry has expanded its business scope.
❑ Convenient service
Convenient services such as door-to-door pick-up and delivery, and exclusive services for members can enhance customer satisfaction. A laundry has a door-to-door pick-up and delivery service. Customers only need to make an order through a mobile APP. The laundry will then arrange for a dedicated person to pick up the clothes at their door and return them after the laundry is completed. At the same time, exclusive services are provided for members, such as priority pick-up and delivery, priority laundry and care, and exclusive discounts, to make members feel special treatment. By providing convenient services, this laundry has enhanced customer convenience and satisfaction, and increased customer stickiness.
Conclusion
Only by avoiding pitfalls can one go further. The operation of a laundry shop seems simple, but it needs systematic thinking and long-term planning. There are some key points that every operator should remember.
Use the service to attract customers instead of using low prices.
Invest in long-term development instead of focusing on short-term profits.
Learn how to operate and manage instead of focusing on technology.
Upgrade service contents constantly instead of ignoring the customer demand changes.
Only by avoiding these common misunderstandings can laundries stand out in the fierce market competition and achieve stable and sustainable development.
