舞 美团服务零售 信息 女 (t) 三三 7) · NA / 美团·丽人 过去,年轻人进美发店就像拆盲盒: 「要慵懒羊毛卷」收到「步惊云爆炸头」 「修个发尾就行」结果「出门变成充值会员 刚认准的「本命发型师」, 转头就消失在转让的店铺中 ...... 而发型师们也发现, 这届年轻人要的不仅是剪发, 更是「魔法」! 「随便剪剪」=「我要又要还需要」 每个看似普通的需求背后, 都藏着消费者 对情绪、效率、价值的追求! 这一次，美团联合「后浪研究所」 发起了「美发需求」调查, 近千位消费者向我们分享了 他们的美发需求与愿望。 请看这份 《2025年轻人理发消费趋势洞察》， 让你抓住年轻人对美的追求的同时, 抓住他们的情绪和钱包。 0 收入与剪发频次正相关Ｑ 02 数据显示，月薪1.5万以上的职场人理发 频率在逐步增加。 发型管理是新中 产生活的「软性 标配」，是对生 活品质的一种佐 证。 性别偏好分化鲜明 Q 03 男性偏爱微分碎盖、渐变短发等利落造 这类发型易于打理目适配职场; FM 男生心动发型榜 | 美式削刻 :新变短友 【美式圆头】 | 侧分油头 | 30.8% 21.0% 女性则更倾向层次锁骨发、法式慵懒 ...

Core Insights - The article discusses the evolving hairdressing needs and preferences of young consumers, highlighting the shift from basic grooming to a more expressive and identity-driven approach to hairstyles [4][7][29]. Group 1: Consumer Trends - Young consumers view hairstyles as social symbols, representing identity and belonging [7]. - 33.6% of young people get regular haircuts every 1-3 months, with 22.1% opting for monthly visits, indicating a strong correlation between hairstyle and social image [9]. - There is a clear income correlation with haircut frequency; individuals earning over 15,000 yuan monthly tend to visit salons more often [11]. Group 2: Gender Preferences - Male consumers prefer low-maintenance styles like textured crops and fades, while females lean towards layered cuts and color treatments, with over 30% wanting to try highlights [14][17]. - The top hairstyle choices for men include textured crops (48.9%) and American-style cuts (30.8%), while women favor layered collarbone cuts (51.8%) and French waves (48.7%) [16][19]. Group 3: Emotional and Social Factors - Haircuts are increasingly seen as a form of self-expression and social identity, with 71% of consumers willing to travel for a trusted stylist [82]. - The concept of "image investment" is becoming prevalent, where young people view haircuts as a low-cost way to enhance their appearance [28]. Group 4: Service Preferences - There is a growing demand for both quick services and elaborate experiences, with some consumers preferring 10-minute cuts while others enjoy lengthy pampering sessions [33]. - Nearly 80% of consumers prioritize "insurance" in their hairstyle choices, indicating a preference for reliable results over experimentation [37]. Group 5: Decision-Making and Information Access - Consumers are increasingly proactive in their haircut decisions, with nearly 60% bringing reference images to salons [64]. - The rise of social media platforms has empowered consumers to better understand and visualize their desired hairstyles, leading to more informed choices [70]. Group 6: Industry Implications - The hairdressing industry must adapt to the increasing importance of individual stylists over salon brands, as 74.4% of consumers trust stylists more than the salons themselves [88]. - Companies like Meituan are enhancing online visibility for stylists, allowing consumers to view portfolios and reviews, thereby building trust and improving service quality [104][115].

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].