An interview with Mr. Kenneth Zhang, President of PARAMOUNT BEAUTY
Founded in 2004, PARAMOUNT BEAUTY has now developed into a comprehensive enterprise in the wellness industry that integrates distribution of international skincare products and Chinese top spine-care brands, as well as consulting and training services.
PARAMOUNT BEAUTY adopts a localized marketing approach for the international brands and offers a range of impressive products that feature remarkable and long term effects and provide support for post-surgery skins into integrative solutions to better meet the skincare needs and preferences of Chinese customers. Among all the products of PARAMOUNT BEAUTY, the most popular ones at present are those that address the spine problems of modern young people who are used to looking at mobile phones all the time. So apart from skincare, PARAMOUNT BEAUTY is also a navigator in the spine care industry.
The group now owns several international brands including Ericson Laboratoire, Phyris, Pevonia, Dita and Silery, and renowned spine care brands including CORPSON and Royal Spine. PARAMOUNT BEAUTY supplies these products and services to several thousand fiv- star hotels and high-end beauty salon and spa chains in China.
Mr. Kenneth Zhang is not only the founder and leader of PARAMOUNT BEAUTY, but also a life instructor with 15 years’ experience of giving guidance to senior trainers, and a marketing strategy consultant. He has developed a range of courses including “Reverse Thinking Marketing Mode”, “Excellent Leadership”, “Position Obligations”, “Training for Chief Operating Officer”, and “Instruction Style and Corporate Cultural Innovation”. SpaChina interviewed Kenneth.
What was the business situation of PARAMOUNT BEAUTY during the epidemic? Has the import of international products been affected?
During the epidemic, our business with hotels completely stopped and our business with beauty salons and day spas was affected greatly as well. But there still were some spas and salons that tackled the pandemic very well and even saw sales growth. I think the reason is that they laid a firm foundation and always paid attention to their service quality.
After the coronavirus outbreak, the company’s core team immediately carried out internal standard upgrading, system upgrading and online training. I understand that many companies try hard to keep or increase their sales during the period, but I believe that it is also extremely important to take the chance to re-examine business, upgrade standards, improve systems, build the team, adjust operational modes and enhance efficiency. If we do this, we will have more confidence to face the future. No matter how the market changes, it is always a key to keep one’s own competitiveness. The epidemic will be over some day, we need to get prepared to face the new challenges that may come afterwards.
Please introduce the Xin SPA program to us.
The epidemic gives our clients a good chance and time to stop for a while and upgrade their business. Therefore we launched “Xin SPA ‘2+28’ Training Camp” both online and offline. We invite the CEO and executives from our clients to join in the camp and get inspiration on how to adjust their business strategies, organization structure, customer positioning, product structure, as well as get a clearer picture of the future market and lay a firmer foundation during this period. Then when the market is revived again, they can quickly respond to the new market requirements and run faster than their competitors.
The Xin SPA training program calls for returning to the basics of operations. We provide integrated solutions to our clients that cover business strategies, structures, product categories, services and marketing, all around the experience of end customers. We also help them to put the solutions into practice and thus enhance their core competitiveness. The training features three levels: “Foundation” – Professional Technique Service Program; “Advancement” – Operational Executive Program, Leadership Program; “Superlative” – Strategy Design Program, CEO Study Tour Program.
Do you have any plans to help your clients restore sound business?
I can predict that in the post-epidemic time, the number of visits will decrease but guests will be more demanding on quality. They will also show more need for spa, health and wellness related programs. At present, we are assisting our clients to do standard upgrading and build the Xin SPA system. We also help them to enhance their team quality through training, practice, examination and effective management. We believe a more capable team will definitely improve their competitiveness.
The Sino-US relationship remains strained recently. As a Chinese distributor of American products, have you made any business adjustment and what is your development plan for the future?
The epidemic will probably last for just one or two years, but we should get more prepared to deal with a long term trade war. The customs duty for Pevonia, an American brand that grants us the distribution rights, was raised by 30% recently. But many Chinese customers still love to use it. Therefore, we enhance brand marketing and shorten product lines by focusing on the best-selling ranges.
The future market is dominated by customer’s feedback rather than products or advertising. So what we should do is to offer customers remarkable experiences and make them really satisfied with our products. Meanwhile, I feel it is very urgent for Chinese manufacturers to develop and upgrade our own techniques. Companies that are without their own core technology and keep copying others will surely be abandoned by the market.
Please introduce your new brand NAROGARDEN to us.
After four years’ exploration around the world with my wife, we finally introduced NAROGARDEN to China. It’s natural essential oil born from the best organic plants in the world. From the manufacturing, packaging to designing, every section and detail conforms to strict standards. Even the bottle cap is imported from Germany. NAROGARDEN now features five collections: Narogarden Felicity Collection, Narogarden Purity Collection, Narogarden Cyroextraction Collection, Narogarden Space Fragrance Collection and Single Essential Oil Collection, pampering and rejuvenating the body and mind with the power of nature.
We originally brought in NAROGARDEN in order to improve the health of our family members, friends and staff, especially to address sub-standard health conditions. We want to help people achieve a perfect balance of body and mind.
Do you have any plans for the second half of 2020 and 2021? In the second half of 2020, we will focus on developing the new membership regional market and upgrading our operation. In the next three years, we will continue to make progress based on a firm foundation.