理发翻车成常态后，年轻人开始追求「确定性体验」｜2025年轻人美发消费趋势洞察

Core Insights - The article discusses the evolving hairdressing consumption trends among young people, emphasizing the importance of hairstyles as a form of social expression and identity [4][6][8]. Group 1: Consumption Trends - Trend 1: Social Expression - Hairstyles have transformed from personal grooming to social symbols, representing identity and belonging [8]. - 33.6% of young people get regular haircuts every 1-3 months, and 22.1% get haircuts monthly, indicating that hairstyles are seen as part of social image [10][15]. - Trend 2: Gender Preferences - Male consumers prefer easy-to-manage styles like fade cuts, while females lean towards layered and colored styles, with over 30% wanting to try highlights [20][21]. - Trend 3: Professional Image - Young professionals are increasingly viewing haircuts as an investment in their image, with higher frequency of haircuts among those earning over 15,000 yuan monthly [13][27]. Group 2: Consumer Behavior - Behavior 1: Rational Consumption - Consumers are prioritizing value over cost, seeking a balance between cost-effectiveness and enjoyment in their hairdressing experiences [47][49]. - Behavior 2: Emotional Connection - Haircuts are seen as a form of self-renewal, with women being more proactive in changing hairstyles compared to men [59][62]. - Behavior 3: Decision-Making Autonomy - Nearly 60% of consumers bring reference images to salons, indicating a desire for active participation in the decision-making process [75][79]. Group 3: Industry Implications - Implication 1: Online Presence - Hair salons need to enhance their online operations to build consumer trust and provide clear information about stylists' expertise and customer reviews [112][113]. - Implication 2: Stylist Branding - The industry should focus on developing stylists as personal brands, as consumers are increasingly loyal to individual stylists rather than salons [96][121]. - Implication 3: Consumer Trust - The hairdressing industry must address the trust gap by ensuring transparency and reliability in service delivery, leveraging consumer feedback to improve experiences [128][130].