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周芸 编译 Spa Product Market


Pricing, distribution and local support in terms of PR and marketing are also vitally important elements in the spa product selection process. Emlyn Brown explains


ern Chinese consumer-beauty enhancement, weight loss, detoxification, stress relief and healthy ageing. This broadening of the spa market in China is


seeing an expansion of products and an increase in product availability – particularly male-focused brands, medical/cosmoceutical offerings and a growing interest in truly organic skincare to serve these new, more complex operations. The Chinese consumer is demanding inter-


nationally branded spa and skin care products and a guest experience that is comparable with spas and hotels they have visited around the world with services that are on par with the level they would expect in Western countries. Western skin care brands, particularly


and spa designs to meet international stand- ards as well as the need to actively support the training of local hosts to provide exceptional spa service levels. Many owners are looking at those spas that


I


perform strongly, are market leaders and gain awards on both the local and international level – these are the regional benchmarks for Chinese owners within the luxury hotel spa industry and are the targets of emulation for aspiring spa owners. As more discerning customers seek an inte-


grated and holistic solution to health that com- bines Chinese medicine, exercise, nutrition and Western medicinal practices, the Chinese mar- ket is beginning to embrace the concept of well- ness hospitality and ‘Destination’ spa facilities. The most exciting development in China


is the increase in integrated spa destination resorts, often combined with mixed-use resi- dential, ultimately creating luxury wellness locations dedicated to maintaining wellbeing. GOCO Hospitality is working with Sanli


Guo Yuan to develop the Xiangshan Hot Spring & Wellness Center, a 6,000 sq m facility with an onsite natural hot spring, located 30 minutes outside Ningbo. The Xiangshan Hot Spring & Wellness Center will offer exceptional wellness programs that are results-oriented and address the health concerns of the mod-


n the Chinese spa market, two key areas stand out as being sought by developers. There is the need to develop concepts


European brands are popular among spa own- ers and developers. There is also a wish for exclusivity – owners are seeking new products or exclusive price points. The most significant challenge to this need


is registration – an owner may like a certain product, but finds it is not officially registered or does not have a local support base. We tailor product recommendations spe-


cific to the needs of the location, market and consumer. With myriad product companies available, there is a wide choice – but it is vital- ly important to ensure a ‘best fit’ – which is far more than just packaging or personal prefer- ence. Pricing, distribution and local support in terms of PR and marketing are vitally impor- tant elements in the selection process.


For GOCO Hospitality, some of the key prod- uct selection parameters include: • a high quality product range specifically focused on the face, body, and where appro- priate anti-aging, organic and hotel room amenity size products.


• a selection of established spa treatments, a Emlyn Brown


水疗健身领域的专家,拥有超过11年全球高端水疗中心和健身会 所管理经验,现任水疗顾问公司GOCO酒店管理集团的水疗运营 总监。


Emlyn is a spa and fitness specialist with over 11 years senior management experience in luxury spa and health clubs span- ning South East Asia, Europe and the Middle East. He is now the Director of Spa Operations for GOCO Hospitality (www.goco.co).


SpaChina • 2013 | 57


spa menu and detailed spa training protocol that is delivered in Chinese


• an established Chinese distribution center, holding high levels of stock locally


• officially registered in China and able to be sold/used within the country.


• offering consistent high quality training and support in Chinese language


• price points that are aligned with local mar- ket dynamics


• a strong foundation in retail programming including counter design and retail sales strategy


• branding, philosophy and values well matched to the spa concept and the intended target market


Three trends are impacting the spa product market globally: • increased supply and demand for high-end organic product ranges | Consumers are concerned with the use of Parabins & pre- servatives on their long-term health impact.


• Growth in advanced beauty, anti-aging, and cosmeceutical products | Consumers are seeking the visible and immediate results that these products can deliver.


• Niche brands for male grooming | Male grooming needs are different from female and specific male products targeted to the needs of men are increasing in popularity. China will experience growth in both local


and international medical spa product demand as well as an increasing presence of European and US brands for advanced beauty treatments. Within China, we will see an increase in interna- tional cosmetic companies after they complete the lengthy registration process, and I believe that particularly in 2013, a number of new and exciting brands will formally enter the Chinese market, giving greater choice to spa owners.


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