In different segments of the economy, things are different. For example, retail grocery, the pharmacy network had no shortage of visitors in a time of austerity, but the services sector is markedly crippled. For example, in the sports and beauty industries demand fell almost to zero. How companies segment tried to survive and how you intend to get out of the crisis, was discussed at an online conference CityTalks “Now we go to you: services in isolation mode”.
“This sector traditionally consists of small businesses, which are now the hardest, he has no such margin of safety as large,” – said the moderator of the event, first Deputy Executive Director of the Association of managers of Russia Vadim Kovalyov.
in the small and medium-sized companies in Russia employ more than 19 million people, so it is imperative for SMEs to survive, and not just to save the business, but also to keep employees jobs, wages and social guarantees. The government will help business, but also to entrepreneurs need to find a new growth point.
Before the pandemic, only in the capital worked 17.5 thousand beauty salons and 800 Barber shops. Coronavirus crippled the business in the last week of April on the resource hh.ru updated summary 2700 Metropolitan manicure and 3500 artists. Simultaneously, the network is flooded with the announcement of the departure of the masters of the house. That is, the market hid in the shadows. Because beauty services the demand will always be: according to statistics, salons with varying frequency attend 90 percent of the population overall, and among women from 20 to 60 years of 99 percent.
Many salons have found a way to develop “home beauty kits” and deliver them to their customers. Sets are different: for coloring hair, eyebrows, manicure, pedicure and so on. The ingredients are selected individually for each client, the consultation is conducted by video conference. And let the hundreds of workers involved five and a half thousand customers were left of three hundred – it allows at least to save the state. By the way, according to the owner of one of the networks of the beauty of Helen of Mooty, the number of CVS on the HR resource is not talking about what salons dispersed staff, and that after removing all the restrictions they will open and work hard.
Rospotrebnadzor, incidentally, has already issued sanitary requirements for the enterprises of the beauty industry while working in a pandemic. Is it possible to perform?
“the number of requirements, nothing is impossible, – told “RG” Elena Makhota. – Many stores in March, ordered employees to work in masks and gloves, the temperature was measured, offered visitors sanitizer, etc. Yes, it is expensive, but safety is paramount. Much more difficult to organize services in their offices, to sustain the interval between the visit!buildings in 20 minutes. Most of the beauty salons in Moscow is the open-space area up to 100 square meters. At the same time in such a room will serve only three people per hour. Doubt that this business will be profitable”.
After the opening, she said, firms will need to develop a mobile service of beauty, that is, to provide in-home services to the client. At the time this service is “not logged in”, but now in the field, I see a big potential.
“the Epidemic is not localized, and people got used to the remote, and once again afraid to leave the house. I think that companies that can offer remote service is unlikely to achieve success”, – says Elena Makhota.
the Market of fitness skukozhilas stronger. According to the representative of the industry, fitness trainer and Director of one of the fitness centers Artem Vassiliev, it is difficult to provide fee-based services remotely. Network “breaking” from the free lessons of yoga, aerobics and other workouts. And if people do not know the coach personally and he has no urgent need something urgently needs to be corrected in my figure, he’s not going to pay money for it.
Once in isolation, our citizens are not rushed to do sports. It’s weird, because April is traditionally a hot month, said Vasiliev. Many tend to throw half a dozen gained during the winter kilos. However, the pandemic has confused all the cards: people are not sure what happens to show off a chiseled body and a six pack at the resort. However, thanks to the “remote control”, the fitness centers could fetch about one tenth of the regular income. To motivate coaches to get new clients in, they in the quarter increased a fee for each individual course. We can hardly expect customers of the shaft and after opening of fitness clubs, said the coach. This is evidenced by the experience of some countries where they have already started to work – for example, Korea. Six weeks after the opening of classes has not returned more than half of the regular customers. Demand for club card no.
“In normal the return would be extremely difficult, – told “RG” Artem Vasiliev. – The price of the club card – and this is the main income fitness centres are likely to decline. All will be fighting for customers, trying to attract new ones. Because expensive equipment is not idle. Without offline training clubs will last another two or three months, no more.”
Thanks to remote services survive and dry cleaning services, and is the only allowed version of their work. So, according to the head of one such company Vladimir stupnikova, to Mar on-site service brought in 15 percent of income, and now it is 45 percent. And again, this is a good indicator, because people in your home, needs such services less. Towards the end of April, many began to dismantle the wardrobe, to carry out General cleaning, to clean curtains, carpets work has appeared. The state had to reformat the administrators became the Concierge on the road, drivers who traveled between receiving points, carrying orders to customers.
“the Pandemic has changed people. Someone who six months ago had a mobile app, now advanced user, – says Vladimir. – Who feared to let the house to strangers, engages the services delivery. The changing pandemic and the business, forcing us to adapt to realities. In the services sector will survive the one who began developing remote services. But after the lifting of restrictions to work will be easier, as competition is reduced”.
the service Sector seems to many something not too serious. Really, how can you compare Studio or Laundry room with the ore? However, the size of the industry are also impressive. For example, the fitness market in Russia, according to RBC, made in 2019 127 billion rubles, the share of Moscow and Moscow region it is approximately 47 percent. The market dry-cleaners and laundries, according to Rosstat, much less, about 11-12 billion roubles, and half in Moscow. Beauty market in General, Federal state statistics service does not evaluate, but, for example, hairdressing is about 130 billion rubles.
Many believe that small business is purely “on” and the special benefit the economy brings. However, in 2019, the contribution of SMEs in Russia’s GDP exceeded 20 trillion rubles, while the share of, respectively, 20 percent. Russian President Vladimir Putin has set the goal that by 2025, the contribution of SMEs was not less than 40 percent of GDP. The challenge for the personal services industry is complicated, however, you cannot call it impossible: for the last 10 years the annual growth of this market ranged from 5.4 per cent in the crisis years, to 22.7% in the economically prosperous years.
