FRIDAY, March 29, 2024
nationthailand

Khongkwan Clinic draws up 20-20-20 growth formula

Khongkwan Clinic draws up 20-20-20 growth formula

KHONGKWAN Clinic is aiming to increase to 20 branches in 2020, a 20 per cent profit growth, and has partnership plans involving China and Hong Kong.

The beauty clinic will soon open its 17th branch in Phuket, as is confident in the future of women’s purchasing power and the importance that they women place on beauty. By attracting B+ (upper-income) consumers, the clinic has enjoyed 15 per cent growth and has built its reputation in the beauty industry over its 12 years. For 2020, it expects to achieve profit growth of 20 per cent.
The beauty business places great importance on services, reputation, and knowledge, says Dr Khongkwan Fujitnirun, CEO of Khongkwan Clinic. “The world changes daily and so our business expands its market via online channels,” she said. ‘Mae Mor Khor Bok’, its official YouTube channel, provides beauty information and entertainment to build its brand image.
In the final quarter of 2018, the company will focus marketing on social media channels, and reinforce other aspects of the marketing chain – services, customer benefits, value and price. However, in the beauty field, price is not the key factor in consumer decision-making.
“What make us outstanding is trustworthiness, expertise and specialisation,” said Khongkwan. “ The majority of people go to beauty services because they would like to change themselves to present a better image and enjoy a better life.” 
Khongkwan Clinic has grown its business for 12 years by building trust among consumers, she says, and now they’re planning their 17th branch in Phuket. Competition has created opportunities and inspired improvement, she says. “Our first 10 years we focused on branch expansion, and on services with tools and expertise,” said Khongkwan.
“We plan to have 20 branches in 2020 with improved services to serve A-list consumers and develop our personnel, products and services by taking the Khongkwan Clinic brand to the international market. Our business negotiation plan includes Hong Kong and China. We are confident with the purchasing power of Asian customers who see the importance of beauty,” she said.
“Our new brand, ‘I Feel Fine’, was under development for two years with the aim of selling it online. The ‘I Feel Fine’ products support our services by focusing on supplements, beauty creams, etc. The target consumer of I Feel Fine is someone who uses Internet and online shopping,” says Khongkwan.
“By focusing on trustworthiness, it helps Khongkwan Clinic expand our customer base and help customers buy our products without the need to go to our clinics. They can just order our products online and wait for product delivery at home, facilitating both current customers and new customers for product delivery,” she said.
“We are confident that online channels are the right channel for skyrocketing our sales. I Feel Fine was created by our medical team with ingredients that were researched based on the skin molecules. I Feel Fine can help customers with results. The difference is the most significant buying factor for consumers in the digital era,” said Khongkwan. Khongkwan says the beauty market in Thailand was worth Bt57 billion in 2017, a growth of 3.8 per cent over 2016. It is expected to jump to Bt70 billion this year, she says.
Khongkwan also views the Asean Economic Community (AEC) as playing a major role in the future focus of every business sector and not only beauty businesses. 
“We’ve paid attention to AEC since Thailand agreed to join it. We were successful with our Vientiane branch nine years ago. We are confident that joint investment in the beauty business will help us be the best in your heart for more than 12 years.”
 

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