Treatments include simple manual
also devoted Dragonf_l y customers. “In all T_h e rmasetrseaagts fe and bocus oean suty sopehisrvitices scatiuocn ah nd
cases, franchisees have been passionate senas Csuoushinesness, mixine tui na, Jg saopf_ta nes fabe srics, shiatstoune, ,
customers who wanted to become a part of and crOrieanm atal fnd boot masrown insages the steriorsignature
the greater Dragonf_l y family,” says Yam. of_f ering facials using the French line
It’s this passion that led to the unlikely of operation. “Now is the right time to f_i nd PERSONAL FILE
placing of Dragonf_l y’s two international top talent at an af_f ordable salary,” he says.
retreats in Oslo, Norway and Dubai in the
GEORGIE YAM
UAE. Yam says: “T_h e owners were expatri-
A new direction
What is your favourite book?
ates living here, but they became addicted Thirty-Six Stratagems, a historic
to the service and, when they returned So far, business in China is holding up. Chinese essay about strategies used
home, Dragonf_l y was too far away!” T_h e Dragonf_l y’s customer occupancy levels sit in war, politics and civil interaction.
Oriental themes work well in these at six.fittedzero.fitted per cent. By the end of two.fittedzero.fittedzero.fittednine.fitted, there It’s a wonderful way of using wartime
countries, says Yam, but needed certain will be two more franchises, both located methods in the business world.
Western touches such as a less-rigorous in the Xuhui District and more new open- What’s the best spa you’ve ever
version of tui na, which some foreigners ings are planned for two.fittedzero.fittedone.fittedzero.fitted and two.fittedzero.fittedone.fittedone.fitted. been to? The Mandala Spa & Villas in
f_i nd painful. “We are proud to be one of, In the future though, refurbishments Boracay, the Philippines. It’s beautiful
or maybe even the f_i rst, Chinese services are likely to take precedence over new there. The staff are so warm and
brand that has been successfully exported,” openings. T_h e f_i rst overhaul of the original the atmosphere is so welcoming.
says Yam. “Overseas, you may be familiar Dragonf_l y retreat in on Donghu Road What’s your favourite spa treatment?
with Haier refrigerators or Tsingtao beer, was completed in March. Work included An aromatherapy massage.
and half of your clothes may have been refreshing the décor and removing the How would you describe
manufactured in China, but how many retail area in exchange for a nail spa, yourself? Confi dent.
world-class service brands can you name which doubles as a foot massage station. How would others describe you? As
that compete in your markets?” In addition, all stations now feature a warm and understanding person.
Spain, the UK and especially Germany multi-functional beds for body or feet What’s the best piece of advice
are other international markets that Yam treatments. T_h e retreat reopened under you’ve been given? Be patient,
is interested in opening franchises in, a new brand, Dragonf_l y Petit, and Yam by one of my best friends.
but their unstable economies means he’s says that from now on every retreat below
focusing most of his ef_f orts domestically: one.fitted,six.fittedone.fittedfive.fittedsq f_t (one.fittedfive.fittedzero.fittedsq m) that doesn’t have cent. In second-tier cities, Yam predicts
“Consumers still have cash here and are a retail area will follow suit. T_h e main locals total eight.fittedzero.fitted per cent of guests with the
looking for smart ways to spend it,” he rationale behind this is to make more remainder comprising expats, tourists and
says. “Being a Chinese company with a room for Dragonf_l y’s foot massage, which business travellers. He expects the average
more traditional mindset, we have not is the most popular treatment. age to rise from three.fittedtwo.fitted to about four.fittedzero.fitted years-old.
borrowed money ourselves. When the Another new tactic for Dragonf_l y is to T_h ese changes will have a direct ef_f ect
credit crunch began, many operators cut reach out to more local Chinese customers on marketing. Yam’s keeping tight lipped
costs – turning of_f air conditioning, lights as it expands into second-tier cities such about what exactly this will involve, but
and cutting staf_f until they lost their soul. as Suzhou and Hangzhou. “We have a says one of the biggest obstacles will be in
We wouldn’t do that, but we are saving in smaller base of foreign customers to target educating locals about Dragonf_l y and how
other ways… most importantly by becom- in our second-tier cities, so our client it dif_f ers from traditional bathhouses.
ing more green: producing less paper mix will change dramatically as we push Yam says: “We’ll have to tell customers
waste and modifying our air con system.” further away from Shanghai,” says Yam. ‘Sorry you can’t smoke and you must turn
On the other hand, Yam says the Currently expats, business travellers and your mobile of_f ’, there will be a lot of no’s,
company is also taking advantage of the tourists make up seven.fittedzero.fitted per cent of customers but, of course, we do f_i nd local audiences
current economic climate in certain areas for Dragonf_l y and locals account for three.fittedzero.fitted per that appreciate that.” ●
SpSPa BuA BUSINESS 4 2009SineSS 4 2009
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