小区门口那家水果摊，老位置一守就是五六年，老板的脸都能认出来。可它旁边的理发店，招牌换得勤得很差不多半年一变，走进去的装修味都还没散，就 已经在贴转让信息。按理说啊，剪头发这种事，不像买鞋买衣服能靠网购解决，人得坐到椅子上才能动刀子，可这样的线下生意，这两年还是掀起了一波倒 的倒、关的关的浪潮。今天，我想好好聊聊，剖开那些烫染膏背后的账本，看看到底是怎么一步步走到这地步的。 这时候，"十元快剪"就冲出来了。它几乎去掉了所有花头不洗头、不聊天、不推销、不做造型，不管你是谁，坐下来就直接动剪刀。我第一次去，还有点不 适应，洗头的热水香味没了，但十五分钟就剪完，头发干爽得让人不担心着凉。它的玩法，就是专门抓住那些对价格敏感、又没耐心耗时间的顾客，尤其是 男的。一刀见血地告诉你：要的是剪短，不是体验。 这也侧面戳穿了一个事实在价格面前，"服务体验"真没那么牢靠。当买烫染设计的钱拿去充电、买菜，觉得更踏实时，传统那套进门先洗头、剪到一半推销 办卡的路子，就显得格外笨重。而快剪之所以赢，是因为它把效率和性价比做到极致，把所谓的体验经济边角切掉，换取了一群忠诚用户。 理发这事是刚需没错，不过"在哪里剪、愿意花多少剪"这权， ...

巨鹿路的午后，梧桐织就斑驳光影。安娜停稳自行车，走进自己的理发店。来自苏格兰的她，在上海已 生活了13年。这家专为男士服务的纯正欧式理发店，没有华丽的装饰，也没有令人眼花缭乱的服务，安 娜希望用自己的手艺干好理发这桩"头等大事"，让每一位进店的客人带着满意离开。 掌柜：安娜 店名：Doc Guthrie's Barbershop 地址：上海市静安区巨鹿路 "我第一次走在上海的街头，就被这里的氛围吸引了。"安娜回忆，"街道宽阔，绿树成荫，很美！"2012 年，安娜的伴侣在上海找到了工作，于是一起来到上海。起初只打算在这里短暂停留，但上海美丽宜居 的环境和良好的商业发展前景，让她萌生留下来的念头。 安娜在苏格兰时就经营着自己的理发店，主要为男士提供理发与修面服务。而十多年前的上海，还鲜有 男士专属的理发空间。安娜敏锐地捕捉到了其中的机遇。 2015年，她在静安区康定路上开出第一家外籍人士经营的男士理发店——Doc Guthrie's Barbershop，很 快这里成为不少外国和本地男士的理发新去处。"我感觉在上海创业不算困难，这里的外国人对理发修 面的需求很大，我们又是一家由外国人开办的理发店，了解他们的需求， ...

Core Viewpoint - The decline of mid-to-high-end barbershops is attributed to their inability to compete with low-cost quick haircut shops, despite the hairdressing industry being a necessity for a population of 1.4 billion people [1][3]. Group 1: Reasons for Decline - High pricing at mid-to-high-end barbershops is a significant factor, with services costing between 128 to 888 yuan, making consumers prefer the 15 yuan quick haircut option [5][9]. - Many mid-to-high-end barbershops employ ambiguous pricing strategies, leading to consumer dissatisfaction when additional charges are revealed after services [7][9]. - The practice of requiring customers to purchase recharge cards has led to negative consumer experiences, with reports of businesses closing and leaving customers with unusable funds [9][12]. Group 2: Consumer Sentiment - Consumers express frustration over being pressured to purchase recharge cards, which has resulted in a growing aversion to such practices [9][14]. - The perception of being misled by barbershops that change names while retaining the same staff has contributed to a lack of trust in the industry [12][14]. - The focus on upselling and poor service quality has led to a decline in customer loyalty, as many barbershops have strayed from their primary goal of providing quality haircuts [14]. Group 3: Recommendations for Consumers - Consumers are advised to avoid purchasing recharge cards and opt for single-service payments to mitigate the risk of losing funds if a barbershop closes [14]. - Choosing quick haircut shops is recommended due to their transparent pricing and efficiency, which contrasts with the practices of many mid-to-high-end establishments [14].