The Spa Industry in China

The promotion of a healthy diet, fitness and mental well-being has spread throughout China and the interests of healthy living, holistic traditions, and medical treatments are dominating the market.

Anti-aging trends have spread more than ever, and spas offering beauty packages and aesthetic wellness programs are exploding more and more. However, with the constant changes in the needs and demands of Chinese consumers, the Spa industry should remain both relevant and innovative.

A healthy obsession with Chinese medicine still sounds important for physical well-being and spas combine these ancient medicinal practices with the modern and cutting edge science and technology that are attracting the crowd. Market leaders continually offer new interpretations of traditional treatments.

Furthermore, the boundary between the Spa services and the products of the retail line begin to merge. A combination of online and offline sales is the desire of all product suppliers and the spa industry needs technical improvements and industrial upgrades that meet China’s current requirements.


Covid-19 effect on the Spa industry in China

The Covid-19 outbreak has given a lesson of health education to all people. Health-oriented consumption behaviors will continue even after the epidemic and more and more people now have a stronger awareness of embracing healthy lifestyles.

The new generations have started looking for wider and more sophisticated ways to achieve well-being, curbing their anxieties for an uncertain future. Many of the research and buy products such as beauty drinks or skincare cosmetics, practice more physical activity for the body or go to the wellness center.

In all of this, KOLs (Key Opinion Leaders) have played a fundamental role as leaders of the new “Health and Wellness” trends.


4 new trends in the Spa industry to follow up to satisfy Chinese customers demand

Spa offline to online integration

Products and lifestyles that help improve health are increasingly attracting people’s attention. The sale of sanitary products for cleaning and daily protection has increased significantly, therefore, owners of spas and beauty salons can buy more or even produce these products. Customers will be willing to purchase these products from the spas they trust rather than from shopping malls.

In the future it is important to introduce more products online that can be bundled with existing treatments. It is a good way to promote sales and increase the visibility and popularity of your Spa in China.

The spa and beauty industry could also consider providing more flexible and effective online training, since short video and live streaming and online consumption became more popular in people’s daily life.

Spa should promote and sell products in their WeChat groups. Spas who don’t have online business should now reexamining their business structure after the epidemic.


Spa services and fitness programs integration

More and more spa consumers are also starting to fall in love with fitness. In developed cities, people now see fitness as a trendy lifestyle under the influence of stars, influencers, KOLs, and Internet trends. For this reason many Spa, such as Amanyangyun, developed integrated programs to meet Chinese consumer healthy demand.


The number of water treatments has increased

There is now a wide range of wet facilities in the spa, far beyond the swimming pools and sauna. The halotherapy capsule, the oxygen capsule, the ionic negative oxygen capsule are replacing the traditional free sauna and steam and generating many gains for the spa.

In addition, many rehabilitation programs are also very popular, including deep relaxation practices such as floating and watsu or bathing in imitated carbon spring tanks that can stimulate blood circulation and help with detoxification.


New, promotions and CRM are the best way to increase Spa popularity in China

Currently people go to the Spa not only for physical problems, wellness in the spa should include mental and emotional physical aspects. To be able to do correctly in the spa sector you need to have all the treatments and you need to customize them.

Chinese consumers have different needs and attitudes compared to western ones, for example they spend a lot of time online on Chinese platforms, so if you want them to buy the treatment you really need to understand their culture or give them the reason to come back to your Spa.

“New” is the best way to get attention because curiosity is what Chinese consumers represent most. Spa treatments, equipment and products must be “new” enough to win customers’ hearts and make them feel that they are something they cannot find elsewhere or that there is something new that they have never experienced before.

As the widespread use of internet in their daily lives, Spa should try to attract customers via different Chinese channels. How to do so? For example, promotions and member discounts are necessary to increase customer’s consumption. If service levels and facilities permit, the best way is always to tailor spa programs for individuals.

After customers come to the spa, the service that is the most important of all is how to make customers wish to revisit. An efficient customers management system and professional aftersales are what customers seek.


What are and how to use the Chinese channels to get more customers for your Spa?


Branding is the key to get more customers for your Spa

In China, your reputation and how famous is your brand really influences your success. It is always a question of perception and also about what people say about you in real life but also on social media. This is one of the reason, you need to be careful about the image your reflect. Therefore, you need to thinks about the values behind your brand and the experience that your consumers will have in your spa. We can help you to build a solid plan, using different tools like Social Media, PR, blog, Q&A platforms and others.


Press release gives you reliability and a better chance to get more customers

The image of your brand is directly linked with your e-reputation. People will always check others ‘opinion before going to your spa.

Therefore, PR is a good way to build your credibility. PR is a cost-efficient advertising tool in China, as is free and offer you the possibility to reach a huge amount of people and build credibility among customers. If you are recommended by some magazine or famous people you have a higher chance to get more clients.


KOCs & KOLs to promote your Spa business and influence customers decision making

The best ambassadors of your brand are obviously your client. Therefore, you can try to leverage your community letting them talk about your Spa and your services. This kind of marketing strategy is called KOC, they are customers like everyone who love comment and share an opinion about products and services. They give you the opportunity to increase visibility and attract new customers, as they are perceived as reliable. If you want to know how to leverage KOCs to promote your brand click here.

You can also hire KOL in order to promote your spa business. They can make promotion on some platform such as Douyin, Weibo, Xiaohongshu. Thanks to KOL you will get more lead generation.

KOLs humanize your brand and give it a great personality. In addition, it connects you quickly to a large audience which can be better influenced using KOL rather than an advertising campaign. This technique is particularly efficient in China because Chinese consumers will be more likely to trust someone they admire rather than advertising.

However, you need to choose the right KOL for your brand’s image. You need to find a KOL that share the same values as your brand. You also need to pay attention to its community. Is it the kind of consumers that you want to target? Be careful, because sometimes, an influencer with the biggest amount of followers isn’t always the wisest choice.

We have a great experience to work on Key Opinion Leader & influencers in China to promote Brands. We can help you to find the right KOL for your brand!


Chinese website on Baidu as a window for your Spa services

A presence on Baidu, the most used Chinese search engine is something necessary if you want to appear trustable among Chinese costumers. As we said before, they spend a lot of time on the Internet to look for companies’ information, services and products, and Baidu, as google for us, is one of these places where they find information.

Baidu gives you the opportunity to show your Spa images, value and services to Chinese consumers, but to rank high on Baidu you should put efforts on SEO strategy and follow some tips:

  • your website needs to be hosted in China,
  • get ICP license,
  • be in Mandarin.

In fact, Baidu knows only Mandarin and gives priorities to websites hosted in China. In addition, the website culture is different, therefore you need to adapt your content/design to the local expectations.


Social media to promote Spa services and get more membership

China the world’s biggest social media market. Chinese people increasingly depend on these platforms as a place to share their opinions, ask for product advice, and connect with others. That’s why Spa should put efforts on promoting services and products on these platforms, leverage community talk about you, and manage customers relationship.


Wechat is the most used platform to manage the customer relationship and promote your Spa services

People get a more solid connection to the brand via social media and at the same time brands can reach Chinese consumers and interact with them. Wechat with its 1.2 billion monthly active users, is the main Chinese social network and, therefore, the best tool where to promote your services.

It allows companies a complete CRM through:

  • The ability to create Wechat official accounts (Subscription, Service)
  • Interact with followers and keep them updated on brand news
  • Mini-programs, small apps inside the WeChat system that cover various functions, such as e-commerce, games and much more.
  • Wechat pay which is used by 900 million monthly active users with 1 billion transactions per day, from O2O connections, mini-programs, or Tencent platforms.
  • Wechat advertising (Wechat moment ads, wechat account promotion, wechat mini program ads, wechat article banner ads).


Weibo is the best platform to increase your popularity and get more customers

Weibo with its 520 million monthly active users, is the second most used social network in China, presenting itself as a micro-blogging platform.

Compared to Wechat which is a many-to-one platforms, Weibo is a one-to-many platform were to communicate to the masses, therefore it offers companies to:

  • Increase brand awareness,
  • Convert users into customers,
  • Retaining those already acquired,
  • Collaborate with KOL to increase audience ratings,
  • Recommendation through word of mouth.

Zhihu is the Q&A platform where leverage the community to talk about your Spa

Zhihu marketing is an excellent tool to complete an omnichannel marketing and increase visibility among Chinese costumers.

Zhihu is a platform based on UGC (user-generated content). In China, community and word of mouth are very useful to spread your company name among costumers. Therefore, this platform can really help you to increase your Spa popularity in the Chinese market.

Not only being present on Zhihu will allow you to answer questions about your field but also to educate your target audience about your services in an undercover way. It is an excellent tool to increase your conversion rate and to generate awareness about your Spa.


If you want to know more about how to leverage the community to talk about your Spa, contact GMA!

Our services include:

  • Zhihu registration (Registration and Creation of a Zhihu Verified Account for your company)
  • Quality Content (Meaningful content to reach out to your target audience and more)
  • Community management (Creation of a community to indirectly promote your brand/company)
  • Zhihu Tools (Use of Zhihu Feature for Branding and awareness)
  • Q&A Campaigns (Get closer to your target audience by answering their question. Storytelling tool)
  • Zhihu Class (Sell your knowledge or invite peoples to learn more about whatever knowledge you have to share).


gma agency

Do you want to know more about How to market your brand in the Chinese market? Contact GMA a digital marketing agency, specialized in the Chinese digital market.

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