"夏天怎么晒才能打造完美小麦色？" 随着徒步、溯溪和骑行等户外运动的火热与普及，"一白遮百丑，一黑毁所有"的传统概念被不少人抛弃，有着阳光照射痕迹的肤色成了户外生活的勋章， 无数曾经为了防晒狂买装备、出门拿个快递也要把自己裹得严严实实的年轻人，纷纷爱上了晒太阳，只求拥有一身黑得发亮的小麦色皮肤。 五六年前，美黑相关的内容还蜷缩在社交平台的角落；如今，伴随着观念变化，算法也将美黑攻略推入千万级流量池。小红书上，"美黑"笔记超过19万 条，话题浏览量达到5.5亿次，抖音上，"美黑"的播放量达到了18.2亿次。 教人晒出均匀肤色的攻略层出不穷，还有不少人分享"黑皮穿搭"和"黑皮妆容"，给自己的图文、短视频打上"黑皮帅哥""黑皮辣妹"的标签，直接把小麦色 皮肤和性张力挂钩。而比起需要"天时地利人和"的日晒美黑，不少人开始选择走进专业美黑店，花钱给自己定制肤色。 "最近两三年，大众对于美黑的接受度越来越高，市场发展也越来越快。"Emily在武汉开了10年的美黑店，在她看来，美黑的流行和社交平台、社会风向 密切相关。户外运动的流行和普及，带来了肤色自由的风潮，越来越多人开始主动"变黑"，曾经男性客户居多的美黑行业，也迎来 ...

Core Viewpoint - The traditional beauty standard of "whiteness" is being challenged by the younger generation, who are increasingly embracing "tanned" or "healthy" skin as a symbol of strength and vitality [2][4][19]. Industry Trends - The "tanning economy" in China is rapidly expanding from a niche market to mainstream consumption, driven by the younger generation's diverse aesthetic preferences and a growing emphasis on health and fitness [2][10][19]. - The number of tanning salons has significantly increased, with 291 in Beijing, 178 in Guangzhou, and 288 in Shanghai, compared to fewer than three in Beijing in 2009 [10]. Consumer Behavior - Young consumers, such as Yuki and Xiao Chu, are shifting their perceptions of beauty, associating tanned skin with health and an active lifestyle, rather than the traditional preference for pale skin [4][5][6]. - There is a notable increase in demand for tanning services, particularly among young people, indicating a shift in consumer attitudes towards skin color [10][12]. Market Potential - The global tanning products market is projected to reach approximately $1.21 billion by 2024, with tanning products accounting for 49.9% of the global sunscreen market [14]. - The self-tanning products market in China is estimated to reach approximately 21.87 billion yuan in 2023, with expectations to grow to 26.105 billion yuan by 2029 [14]. Business Opportunities - The rise in popularity of tanning has created new business opportunities for salons and product manufacturers, as evidenced by the increasing number of tanning establishments and the growing consumer base [10][19]. - Tanning services are typically charged by the minute, with initial sessions costing around 300 yuan, and ongoing maintenance costs can reach approximately 20,000 yuan annually [12][13]. Challenges in the Market - Despite the growth potential, the tanning market in China is still in its early stages, facing challenges such as high competition and a lack of consumer awareness [15][16]. - Many tanning businesses struggle to maintain profitability due to the initial investment costs and the need for consumer education regarding tanning services [16][18].