Many Caier brands are rapidly deploying, becoming one of the fastest growing categories in the health and leisure industry
Dig out your ears for big business
Our reporter Li Guo, intern Li Jun
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As a sub-health conditioning branch, the ear-picking healthcare industry is expected to have a market value of more than 300 billion yuan.
At the same time that ear mining companies are blooming everywhere, competition in the industry has become increasingly fierce, and phenomena that violate the order of market operations continue to appear.
Picking ears, commonly known as picking ears, is one of the seventy-two lines in China, and is known as one of the "three major comforts in the folk".
In recent years, in the name of consumption upgrade and cultural experience, the ear picking industry has become a new "outlet".
Especially this year, "Caier" quickly entered the context of young people, and successively entered the live broadcast rooms of Li Jiaqi and Ouyang Nana, which are known for their "strict selection". They successfully completed their exit and entered the mainstream of Weibo and Zhihu. In the hot search list of the platform.
The Prospective Industry Research Institute predicts that in 2021, the total scale of China's health industry will exceed 8 trillion yuan.
As a sub-health conditioning branch, the modern health-care and ear-picking healthcare industry is expected to have a market value of more than 300 billion yuan.
Ear plucking industry blossoms everywhere
Walking in the streets and alleys of Chongqing, all kinds of ear-picking brands are scattered. The cheap ones usually only cost 20 to 30 yuan, and the expensive ones generally do not exceed 150 yuan, and they also come with head massage and shoulder and neck massage.
"People who have done ear plucking are generally addicted. Ear plucking tools walk around in their ears, and the stimulation of ear acupuncture points is like an itchy spot that has never been found. When it is finally touched, the whole person will be numb and make people want to stop." Mr. Tang, an executive of a Chongqing joint venture from Zeer, told reporters this way.
Li Cunlin, 35 years old, was born in a family of Chinese medicine practitioners in Wanzhou, Chongqing.
After graduating from Wanzhou School of Traditional Chinese Medicine at the age of 18, she began to work in the physiotherapy industry. Ear harvesting is one of the important small items.
After more than 10 years of precipitation and hard work, Li Cunlin combined traditional ear-picking techniques with modern health-preserving concepts to create a new school-"Three-heart Ear Art", which was included in the second batch of intangible cultural heritage by the Chongqing Liangjiang New District Management Committee The representative project catalog has become the inheritor of this skill.
Not long ago, at the "Chuan Earsmith" ear art training school opened by Li Cunlin on Huaxin Street, Guanyin Bridge, Chongqing, the reporter learned that as her reputation grew, her ear picking skills attracted young people from all over the country. Thousands of students come here to learn skills.
She introduced that after graduation, students can choose to start their own business, or they can choose to go to work directly at the school's franchise stores.
Now "Chuan Er Carpenter" has stores in Shanghai, Guangzhou, Guiyang and other cities across the country, and students can be employed as soon as they graduate.
According to the data from Tianyan Check, there are currently more than 20,000 ear picking companies in my country.
About 90% of them are individual industrial and commercial households with a registered capital of less than 1 million yuan.
In the past five years, the domestic ear mining industry has shown a rapid growth trend as a whole.
Among them, more than 9,100 related companies will be added in 2020, with an annual growth rate of about 118%.
It is understood that the ear-picking industry can fission so fast, because the ear-picking shops have low investment and get started quickly.
Generally, it invests 200,000 to 400,000 yuan in a store, but the profit is 30% to 50%.
If done well, the cost can be recovered 10 to 18 months after opening the store.
In the past two years, Cai'er Cultural Experience Center has become a new gadget in the commercial district. It has gradually grown from a vassal of the traditional service industry to independent consumption scenes like foot baths and barber shops, and has begun to enter a branded and chained operation model.
Ye Wanchang, the promoter of the visual ear extraction industry, is the first inventor of safe electric earphones. The Achang Ear Industry he founded integrates R&D, production and sales. It mainly produces large-screen visual ear picking equipment and various traditional ear picking tools. .
"My goal is to build a leading brand in the ear industry." Ye Wanchang said.
One of the fastest growing categories in the healthcare and leisure industry
The reporter's investigation found that through franchise chain, many Caier brands quickly deployed in major cities across the country, becoming one of the fastest growing categories in the health and leisure industry.
In an interview with reporters, Gao Yuan, the chairman of Ercon Cair, said frankly that the company's annual income of only mining is nearly 4 million yuan, which shows that the ear mining industry is recognized by the market and the potential for future market development is huge.
"Ear Canal", the head brand that has been leading the development of the ear mining industry, was the first in the industry to propose the "comfortable 3C (technology, service, environment) standard" and redefine the ear mining industry.
Since its launch 9 years ago, it has opened nearly 200 branded stores, covering more than 50 cities, and serving 15 million people in total.
"At the beginning of the opening of the franchise service, Aierle foresaw the homogeneity of the ear-care health market industry, so we proposed a franchise system that integrates store operation management, brand chaining, service project development, and skills training." The person in charge of the Ai Erle chain company said that the competition in the big health industry track under the tuyere has become increasingly fierce, and the boundaries of subdivided areas have become increasingly blurred. The market has opened a green channel for companies that take innovative technologies as the cornerstone and dare to break through the shackles of the industry.
The niche ear picking industry has begun to be favored by capital. A few days ago, Yisheng Daojia received 100 million yuan in Series B financing. The investor is Chongqing Zhongxin Fund.
Standardizing the development of the industry is imminent
At the same time that CAIER related companies are blooming everywhere, industry competition has become increasingly fierce, leading to the continuous emergence of violations of market operation order.
According to incomplete statistics, more than 750 companies related to Caier have been listed as operating abnormalities, and more than 60 companies have related administrative punishment records.
Blooming everywhere, under the mud and sand, seems to have become a curse that most emerging businesses are difficult to break. Some people suffer from "expensive ear fees", some are infected with "beriberi" because of their experience in ear picking at a pedicure shop. Proof... The seemingly prosperous ear mining industry has cast a shadow, and it is imminent to standardize the development of the industry.
The formulation of industry standards is not accomplished overnight. It takes a lot of time to summarize the standards and scientific and standardized operating procedures.
Searching Baidu with "Cai'er" as a keyword, you will find that in addition to the full screen of investment promotion and franchise advertisements, there are many news about starting a business and making a fortune through Cai'er.
The person in charge of a certain celebrity brand in Chongqing told reporters that his daily turnover in a shop in Nanping, Chongqing is between 5,000 and 6,000 yuan, which can reach 10,000 in good times; the owner of another brand claimed that he was in a 130 square meter shop in Hangzhou. Mi's store created a turnover of 1 million yuan in July-of course, they seem to want to convey this message: to obtain such a rate of return "only" 29,800 to 69,800 yuan in franchise fees.
"Ear harvesting is not good for the body. Frequent ear harvesting is not recommended." In the interview, Dr. Li Qing from Chongqing Daping Hospital stated bluntly that especially as a service industry that engages in skills in such a sensitive and dangerous part, technology inheritance and qualifications need to be carried out. Strong industry supervision.
Researcher Mo Yuanming from Chongqing Technology and Business University's Upper Yangtze River Economics Research Institute believes that modern health care and ear-picking health care concepts should be established, and a single ear-picking model should be shifted to a "prevention-cure-maintenance" integrated prevention and treatment model. In addition to continuing to develop the traditional ear harvesting model with ear harvesting as the mainstay and tools as supplementary, it should also accelerate the development of the health care product industry focusing on health foods, cosmeceuticals, functional daily necessities, etc., with personalized ear health assessment and consultation Health management service industry focusing on services and disease rehabilitation.