Author: bianlijun

An interview with Ms. Wang Xingyu,
the Founder of Xing Hua Chun Yu SPA

Xing Hua Chun Yu SPA was founded over 30 years ago in 1988. The Founder Ms. Wang Xingyu believes that Xing Hua Chun Yu is a representation of her mother’s “Jiangnan Dream”. In 2002, the flagship spa of Xing Hua Chun Yu opened in Haikou, featuring colorful interior design and high quality spa treatments and soon won a large group of loyal customers. With a gifted sense of art and a passion for creating beauty, Ms. Wang also integrates original hand-carved furniture making and spa space design into the scope of business. In the past 20 years, she has made many meaningful and interesting contributions to building an original Chinese brand in the spa industry.

“After thirty years of development, Xing Hua Chun Yu has become a one-stop service brand with excellent management model, independent R&D to develop professional techniques, a range of self-developed essential oil and skincare products, a spiritual space design, and unique hand-painted furniture and spa clothing. My heart’s desire is to gather the best essence of spa and provide the perfect health solutions and healing experience to our guests.” says Xingyu. SpaChina interviewed her.

The design of Xing Hua Chun Yu is very attractive. Please share with us your design concept and source of inspiration.

I used to go to Thailand for vacation many years ago and had the chance to experience the authentic Thai SPA. The relaxing massage and stretching and the meticulous and caring services left a very deep impression on me.

The decoration style of Xing Hua Chun Yu is quite close to that of Southeast Asia, especially Thailand. I believe that every detailed elements such as wood, fabric, veil, floral, greenery, water, and incense all have their values in the spa experience. At Xing Hua Chun Yun, I use a lot of contract colors that are visually very impactful. I like the pure beauty and exoticism brought by these colors.

What do you think Xing Hua Chun Yu SPA is for you?

Xing Hua Chun Yu SPA is like a piece of my personal artwork that is constantly updated and enhanced. I present the SPA as I believe it should be at Xing Hua Chun Yu. I carefully select each type of wood that is used, elaborately design each object on display, and meticulously range each flower and leaf. During this process, my inspiration is constantly flowing. Xing Hua Chun Yu carries my thoughts, inspirations and visions. Many guests feel attracted, as if they are admiring a piece of art and feel the impact of this artwork on their hearts.

Spa is such a place that can give people the impact on heart and spirit. Physical relaxation alone is far from enough to represent the holistic healing that a spa can offer.

Please introduce one of the most popular Thai treatments at Xing Hua Chun Yu SPA.

The 90-minute Royal Stress Relief is a Thai-based treatment that our guests really enjoy. The price is $1,380. It leads guests to stretch and breathe, helps to regulate their meridian channels and bones, and enables them to experience a stretching like never before. This treatment combines authentic Thai foot bath and ancient styled stretches, as well as herbal compresses, leaving guests completely relaxed. Regardless of age and gender, most of our guests enjoy this treatment after experiencing it.

What factors do you take into account in the process of treatment development?

I will repeatedly try and study a treatment myself, requiring not only physical comfort, but also mental healing. For example, during the stretching sessions, not every movement can bring comfort and relaxation due to the different physical conditions of each person. Sometimes, inappropriate and excessive stretching can even break the original balance and relaxation of the body and mind, and create a tension in the muscles and the heart as well.

To me, our guests’ sense of experience is very important. So, my team and I carefully study every detail, and remove some of the big movements in the original Thai treatment that may arouse inner confrontation and fear and make appropriate adjustment and improvement. We implant the passive yoga movements that fit well with Thai massage, so that the guests can really achieve complete relaxation of the body and soul. A good spa treatment will surely take consideration of both the body and mind and understand that they are interactive. Physical comfort leads to mental pleasure, which in turn enables the body to further develop its self-healing power. What I try to do is to let guests experience such a holistic healing of both body and mind.

What are your future plans?

I will continue to devote myself to my favorite career, develop more spa treatments, make more artistic creations, and give back to the society and our loyal customers who trust us.

An interview with Mr. Alex Yu, the Founder of THE PURI

Leave stress behind and regain your inner peace at THE PURI. It’s a place where you can immerse yourself in the refreshing fragrance and the tranquil atmosphere, touch again the depth of your heart, and enjoy the pure beauty of life. Located in Qingdao, THE PURI is known as “A true urban oasis, a place of serneity.” It is the brainchild of Mr. Alex Yu, a senior engineer with a bachelor’s degree in engineering, who originally had nothing to do with the spa industry.

Mr. Yu, who has been in a manufacturing management position for over ten years and has extensive experience in business management and team management, loves nothing more than finding an alternative way to do things. In recent years, he has devoted himself to a business that links the century-old Thai SPA concept with the unique aesthetics and health needs of Chinese people. SpaChina interviewed Alex, the Founder of THE PURI.

Why did you cross over into the spa industry?

Spa first originated in Europe, but its essence and service contents are actually very Oriental, with concepts such as: return to the root of human-being and health, actively pursue a healthy life, among others.

In the third wave of the spa movement in the 1990s, modern spa has taken on a strong tone of Oriental culture, and this new trend has quickly prevailed the world. That is why I wanted to create THE PURI. Another reason was because I realized the changes in the mentality and needs of the Chinese spa consumers. For example, the needs of the post-70s and post-80s are different: the former focus heavily on health maintance while the latter have diversified demands; and the post-90s have highly personalized preferences such as essential oil DIY.

Overseas work experience in my early years enables me to know some of the best spas in the world. To pursue a quality life has nothing to do with gender. Spa has changed my perception of what healthy living is, and also aroused a strong interest in me to know more about it. I have been to high-end spas in Paris, Switzerland, Finland, Thailand and other countries and the expeirence gives me a new understanding of how spa services can restore the balance of my body and mind. Then when the proper time arrives, I founded THE PURI.

What are the signature treatments of THE PURI? And what are your main considerations and criteria for product selection?

The PURI is specialized in spiritual treatments for the healing of body and mind. Our interior design, professional lighting, music and sound effects all contribute to a better experience of spiritual treatments.

In the design of the treatments, we take into account their applicability, whether they can give the ultimate healing to our target group or not. After elaborate preparation, we jointly launched the “Seven Chakra Energy Healing” treatment with Mt.Sapola, an aromatherapy product brand from Thailand. In addition, we sent our trainers to study “Chanting Healing” in Nepal and “Ayurvedic Healing” in India. And now they are quite popular treatments in THE PURI.

And the products play a very important role in the treatment. First of all, the safety of the products must be guaranteed. Allergy and other adverse reactions must be avoided. Secondly, the quality of products is of great significance. We use only pure plant products that won’t cause any pollution to the environment. Last but not the least, the experience that the products bring about can do a lot of work. The smell, touch and ductility of the products will all influence therapists’ performance and guests’ experience. After numerous comparisons and inspections, we finally determined to use the products of Mt.Sapola.

When developing every treatment, we focus on how to both inherit the essence of its originality and meanwhile cater to the local characteristics. For example, for the Thai treatment, we will first study the differences between Chinese and Thai cultures, and even the climate differences which may require a different service flow. However, concerning the essential part of the treatment, the originality must be kept. We try to give the guests both the best sense of experience and healing effects.

How do you get guests to try and trust a product or treatment that they have never experienced before?

When we launch every new product, we strictly follow the PLM. From product development, preliminary market research, product design, members’ test experience, to the final launch, each step is done with clear target and criteria. We also do effective marketing in order to attract more new guests to have a try. Meanwhile, we invite the guests to share their experience on the social media or with people around them, so that more people will know us through the Word of Mouth. 

Our major guests are aged between 30 and 35. They are also the most willing to try Thai treatments. They have high consumption frequency, are interested to new treatments, and have a high demand for healing experiences.

How do you recruit, train and manage the therapists?

First, we have set strict standards for recruitment because we know recruiting the right person is the first step towards success.

Second, we have established our own training system, so that every green hand can turn into a qualified therapist.

Third, we have established staff promotion mechanism both for management positions and technical positions, so that every employee has a chance for growth.

Fourth, the remuneration system is combined with the promotion mechanism.

Fifth, to respect and take care of the staff is an important part of the construction of corporate culture.

THE PURI has reached the standards of an international hotel SPA, how was this achieved?

The first thing is to establish a standardized process SOP. We have as many as 126 articles of SOP. There are clear requirements for each step, from the reception etiquette to the service details of each treatment, from the welcome tea to how to cover the guests with towels during the treatment, etc., We give the new employees all the training materials on the first day they come, and then carry out the training accordingly. Every day, we first teach the theories and then let the staff practice repeatedly. Everyone will be assessed at the end of the day. We offer the newly employed therapists off-job training with salary. They can begin to serve the guests after passing the assessment.

In addition, we don’t allow therapists to do sales. Their salaries are only linked to their skills. We require them to focus on their own work of delivering the treatment so that the guests can experience the best effects. Also, a level system of therapists is established, with pay differences. All these have proven to be very effective.

What are the advantages and disadvantages of spas in China compared with international quality spas?

The greatest advantage for spas in China is the large population and the big market space here. With the rapid economic growth and the improvement of material civilization, people’s demand for spiritual satisfaction also rises, including an increasing demand for spa experience.

In China, we have traditional Chinese medicine, and every Chinese knows it to some extent. Therefore, the combination of spa and TCM can be easily accepted by guests. As the economy develops, more and more young Chinese have the opportunity to experience high-quality spa treatments abroad, so they will pay more and more attention to the quality. 

However, the disadvantages are also clear. Most spa operators in China do not truly know what spa is, or what spa culture is. They translate SPA into a foot massage store or a massage store. This is the biggest problem I see in the industry at present. The existence of many unqualified spas gives guests a wrong impression to the industry. The spa products are also of varying qualities and there is a disordered competition.

Secondly, there is a lack of standardization. When the owners begin to design the spa, there isn’t a standard procedure, and they don’t care how the guests would feel about the space. They never think about how to satisfy the five senses with the design. As a result, the guests don’t benefit from such a design. If we look at the international spa brands, they can give guests a dual joy of both body and mind with an excellent space design.  

Many spa operators, in order to maximize profits, do not train their employees concerning their spa concept and culture, but merely on sales skills. The lack of spa culture finally leads to poor services. The general service consciousness of Chinese people is weak, especially in northern cities. It’s clear that the overall quality of the industry practitioners needs to be improved.

What’s your vision for THE PURI?

THE PURI is willing to open-mindedly learn with advanced spa operators around the world to develop more oriental spa products suitable for Chinese people. We are trying to establish industry standards with excellent operators to promote the healthy and orderly development of the spa industry in China. We are also planning to open training schools so that more people can receive professional training in spa culture and techniques. It’s our vision to let Chinese people enjoy real international spa services, and experience health and beauty transformation from inside out.