■ 美团服务零售 ｜ 后傻 W 年轻 the | # F 扫码更优惠 〔〔〔〔〕 〔〕〕 【美团·丽人 过去，年轻人进美发店就像拆盲盒: 「要慷懒羊毛卷」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。 PART 01 2025年轻人 麼 麼 五大美发消费趋势 趋势① Direction 社交化表达 ● #发型成 身份和情绪ID #美发成年轻人 | 社交硬通货 对年轻人来说. 发型已经从个人修饰升级为社交符号, 成为身份认同和圈层归属的显性标签。 * 高浪式周 研 数据观察 高频修剪成常态Q 0 1 33.6%的年轻人保持1-3个月定期修 剪, 22 ...

Core Viewpoint - The hairdressing industry is facing significant challenges as many traditional barbershops are closing down, leading to a rise in "assassin" businesses that cater to younger consumers seeking more affordable and efficient services [1][3][4]. Industry Overview - Over 180,000 hairdressing businesses have been deregistered or revoked between 2022 and mid-2024, indicating a severe decline in the industry [4]. - The number of hair salons surged to over 1.14 million by 2021, with new openings peaking at nearly 200,000 in 2020, but the market is now saturated and struggling [9][10]. Pricing Trends - The average customer spending in China's hairdressing industry increased by 26.4% in 2020, with prices in first-tier cities exceeding 1,000 yuan for basic services [9][10]. - The shift towards premium pricing and complex service offerings has alienated many customers, leading to a decline in patronage [10][12]. Customer Experience Issues - Many customers report negative experiences due to aggressive sales tactics employed by hairdressers, which detracts from the quality of service [15][20]. - Complaints regarding hidden fees and forced purchases have led to a significant loss of trust in hair salons, with 26.5% of complaints in the beauty and hairdressing sector related to membership card issues [23]. Market Adaptation - The rise of "quick cut" services has seen a 200% increase in the number of such establishments by April 2025, indicating a shift towards faster, no-frills haircuts without aggressive upselling [26]. - Successful salons are adopting transparent pricing and personalized services, as exemplified by "Xiao Hua Hair Salon," which has gained popularity through clear pricing and no hidden costs [27][30]. Future Outlook - The hairdressing industry must either embrace transparency and honesty in pricing or focus on high-quality, specialized services to survive in a competitive market [30][31].

Core Viewpoint - The article highlights the strategic initiatives and successful localization efforts of Henkel's Consumer Brands Division in China, showcasing its commitment to innovation and collaboration in the beauty and personal care market [1][4][13]. Group 1: Strategic Acquisitions - Henkel's Consumer Brands Division has executed three significant strategic acquisitions in the past four years, including the acquisition of Shiseido's professional hair business in the Asia-Pacific region in 2022, which added key brands like Sublimic and Primience to its portfolio [6][7]. - In 2024, Henkel acquired Procter & Gamble's Vidal Sassoon brand and its related hair care business in Greater China, enhancing its product offerings in the hair care segment [7]. - The acquisition of Suzhou Boke Biotechnology Co., Ltd. in 2025 further strengthened Henkel's local manufacturing capabilities, improving supply chain flexibility and responsiveness to consumer needs [7]. Group 2: Innovation and Market Adaptation - The Consumer Brands Division is adapting to changing consumer demands by shifting its R&D approach from being company-led to consumer-led, responding to the rapid evolution of market trends [9][10]. - Henkel is focusing on local R&D and production capabilities to enhance market responsiveness and is leveraging e-commerce and targeted marketing strategies to improve brand-consumer connections [9][10]. Group 3: Industry Contribution and Sustainability - Henkel is committed to supporting the hairdressing industry through initiatives like the Schwarzkopf Professional Hairdressing Awards, which have been held for over 20 years, providing a platform for professionals to showcase their skills [11]. - The company plans to establish the "Vidal Sassoon Hairdressing Academy" in Shanghai by 2025 to cultivate internationally-minded professionals in the hairdressing sector [11]. - Henkel emphasizes its environmental responsibility by improving the eco-friendliness of its products, even if it may impact short-term profits, reflecting its commitment to sustainable development [11].

Core Insights - L'Oréal Group continues its acquisition strategy, recently acquiring the hair care brand Color Wow, following the acquisition of Medik8 earlier in June [1][3][4] Group 1: Acquisition Details - The acquisition of Color Wow was officially announced on June 30, with the financial details undisclosed. Color Wow will be integrated into L'Oréal's Professional Products Division [1][4] - Color Wow, founded in 2013 by Gail Federici, is recognized as one of the fastest-growing and most innovative professional hair care brands, boasting over 130 beauty awards [4][6] - The brand's products are priced between $24 and $46, making high-quality hair care accessible [4][6] Group 2: Strategic Implications - Omar Hajeri, President of L'Oréal's Professional Products Division, expressed confidence in Color Wow's potential to become a strong global brand [3][6] - The addition of Color Wow increases the number of brands in L'Oréal's Professional Products Division to ten, enhancing its product portfolio and global growth potential [6][9] Group 3: Market Trends - The acquisition reflects broader changes in the beauty industry, with a growing consumer demand for efficacy and ingredient transparency, particularly in hair and body care [3][12] - The global shampoo market is projected to grow to $56.54 billion by 2032, with an annual growth rate of 5.71%, indicating a rising interest in hair care products [13] - L'Oréal's Professional Products Division has seen consistent sales growth, with a notable increase of 24.8% in 2021, highlighting its importance to the company's overall performance [13][20] Group 4: Competitive Landscape - Other major players in the industry, such as Unilever and Henkel, are also expanding their presence in the hair care market through acquisitions, indicating a competitive environment [16][19] - The rise of domestic brands like Adolph and Lafang showcases the evolving landscape of the hair care market, emphasizing the need for innovation and differentiation [19][20]

Core Viewpoint - L'Oréal Group has acquired Color Wow, a rapidly growing and innovative professional hair care brand, marking its third acquisition within the professional hair products division by 2025, amidst a broader industry revaluation driven by technological barriers and growth certainty [2][18]. Group 1: Company Overview - Color Wow was founded in 2013, focusing on the "perm and dye repair" niche, and has developed a complete product line covering cleansing, care, and styling. Its primary consumer base consists of urban women who frequently dye their hair, with products available through salon channels and retail platforms like Sephora and Amazon [4]. - The brand has achieved significant sales growth, with total sales exceeding $300 million (approximately 2.148 billion RMB) in the past three years, and is seeking a valuation of $1 billion (approximately 7.162 billion RMB) [4]. Group 2: Founder's Background - Gail Federici, the founder of Color Wow, has over 40 years of experience in the hair industry and is recognized as a "problem solver." She was part of the core team for the salon brand Zotos and contributed to the sale of John Frieda Professional Hair Care to Kao Group for $450 million in 2002 [6]. Group 3: Innovation and R&D - Federici's innovation philosophy centers on addressing unmet consumer needs, emphasizing that product development is aimed at genuinely enhancing consumer experience rather than merely generating profit [8]. - Color Wow has an independent internal laboratory led by Federici, with a focus on "problem-first" research and development. All formulations undergo a "dual approval" process to ensure alignment with market demands and ingredient effectiveness [9]. Group 4: Product Highlights - The brand has developed various innovative products, such as the "Root Cover Up Powder," which addresses the immediate need for root coverage after dyeing, and the "Dream Coat" anti-frizz spray, which sells at $28 and is noted for its heat-activated polymer technology [9]. Group 5: Team Structure - Color Wow's executive team exhibits a family business characteristic, with Federici's twin daughters managing brand visuals and social media, while other family members oversee supply chain and legal aspects. The marketing head has 20 years of experience in the beauty industry [11]. Group 6: Market Positioning - L'Oréal's acquisition of Color Wow is seen as a strategic move to strengthen its position in the professional hair care sector, which is part of its broader strategy to enhance its brand matrix and technological innovation [13][15]. Group 7: Financial Performance - L'Oréal's professional hair products division reported sales revenue of €1.28 billion (approximately 10.8 billion RMB), with a year-on-year growth of 1.6%. The division is expected to achieve an annual sales figure of €4.886 billion (approximately 41.23 billion RMB) in 2024, reflecting a growth of 5.3% [17]. Group 8: Industry Trends - The acquisition of Color Wow reflects a deeper transformation in the beauty industry, shifting from scale expansion to efficiency prioritization and from brand accumulation to technological depth [28].

Core Viewpoint - The hair salon industry is facing a significant crisis, with many traditional salons closing down due to changing consumer preferences and increased competition from low-cost quick-cut shops and DIY hair products [1][36]. Market Environment - Consumers are becoming more pragmatic and unwilling to spend large amounts on elaborate hairstyles [3][36]. - Quick-cut shops have capitalized on this trend, offering haircuts for as low as 10 to 20 yuan, appealing to customers looking to save time and money [4][6]. Competitive Landscape - Traditional salons often charge starting prices of 30 to 50 yuan, with higher-end services exceeding 100 yuan, making them less attractive compared to quick-cut shops [6][21]. - The influx of low-cost quick-cut shops has put immense pressure on small salons, forcing them into price wars that erode profitability [8][21]. Consumer Behavior - Many consumers are opting for DIY hair solutions, such as electric hair clippers and home dye kits, which are significantly cheaper than salon services [10][12]. - The trend of "精致懒" (refined laziness) has led to a decrease in salon visits, with some consumers only going once every six months [31][32]. Internal Challenges - The hair salon industry is saturated, with over 1.144 million salons in 2021, leading to a lack of differentiation in services and styles [16][36]. - The quality of service is declining due to low entry barriers for hairdressers, with many lacking proper training and experience [24][26]. Financial Pressures - Salons face rising costs for rent, labor, and utilities, making it difficult to maintain profitability while competing on price [26][28]. - Many salons are struggling to balance the need to raise prices with consumer resistance to higher costs [28][36]. Industry Trends - The number of new salons registered has increased, but over 300,000 salons have closed in recent years, indicating a troubling trend for the industry [36][37]. - To survive, salons must shift from a "scissors business" to an "experience economy," focusing on quality service, transparent pricing, and adapting to digital trends [37][38].

Core Insights - The hair salon industry is facing a significant closure trend, with over 300,000 salons expected to shut down in 2024, and closure rates projected to reach 18.73% in first-tier cities and 26.3% in third- and fourth-tier cities by 2025 [2] Group 1: Operational Challenges - The reliance on prepayment models, such as "pay 5000 get 2000 free," has led to a cash flow dependency that shifts operational focus, resulting in a fragile financial structure [2] - Over 70% of consumers express dissatisfaction with aggressive upselling practices, with 58% of high-end salon customers leaving due to excessive marketing efforts [2] Group 2: Cost Pressures - Rental costs in prime commercial areas are significantly higher, with a 50㎡ salon in Shanghai's Jing'an district costing 40,000 to 60,000 yuan per month, three times the cost of community shops [3] - The average monthly salary for skilled hairdressers is around 8,000 yuan, but the industry faces a high turnover rate of 37% and a low retention rate of less than 20% for new hires, exacerbating service quality issues [3] Group 3: Changing Consumer Behavior - The sales of home hair clippers are expected to surge by 210% in 2025, leading to a decrease in salon visits from once a month to once every six months for male customers [4] - A significant portion of Gen Z males (43%) are opting for self-managed hairstyles, while the use of hairpieces among female consumers has risen to 29% [4] Group 4: Market Dynamics - There is a misalignment in pricing strategies, with 60% of salons charging over 68 yuan per visit experiencing low foot traffic, while community salons charging below 30 yuan have an 82% survival rate [6] - The oversupply of salons is evident, with one community in Hangzhou having 23 salons for a population of 15,000, while profitability requires a minimum of 3,000 residents per salon [6] Group 5: Path Forward - The case of a community salon in Shenyang, which offers haircuts for 15 yuan without membership cards, demonstrates that focusing on basic service quality and customer trust can lead to higher foot traffic and potential recovery for the industry [6]

Core Insights - The rise of AI hair washing services in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen is attracting significant attention and investment, with AI machines replacing traditional manual washing methods [1][9][10] - The pricing strategy for AI hair washing services is aggressive, with promotional rates as low as 5 to 9.9 yuan, significantly undercutting traditional salons [1][5][11] - The technology behind AI hair washing is claimed to be advanced, with some machines featuring multiple patents and automated processes, yet consumer feedback indicates that the experience may not meet expectations in terms of cleanliness and comfort [4][10][11] Industry Overview - AI hair washing machines are primarily produced by small to medium enterprises in Guangzhou, with a growing number of brands and franchises emerging across the country [1][9] - The investment required to start an AI hair washing business is relatively low compared to traditional franchises, with initial costs around 15,000 yuan, including equipment and setup [6][8] - Many operators are leveraging AI hair washing as a loss leader to attract customers, with the real profit coming from additional services such as hair treatments and product sales [7][11] Consumer Experience - The consumer experience in AI hair washing establishments varies, with some locations lacking staff and requiring customers to learn how to operate the machines themselves [2][3] - Feedback from users indicates that while the AI machines provide a novel experience, they often fall short in terms of thoroughness and comfort compared to traditional washing methods [3][10] - Safety concerns have been raised regarding the potential for hair entanglement and water entering the ears during the washing process [3][10] Market Dynamics - The market for AI hair washing is characterized by intense competition and price wars, with some promotional packages priced as low as 5 yuan [11] - Despite the initial excitement surrounding AI hair washing, there are concerns about the sustainability of the business model, as consumer interest may wane over time [11] - The industry is exploring various value-added services to enhance profitability, including beauty treatments and hair care products [11]

Core Insights - The emergence of AI hair washing services represents a new trend in the beauty industry, leveraging automation and artificial intelligence to enhance customer experience and operational efficiency [1][3][13] - Despite the initial excitement, consumer feedback indicates that AI hair washing machines often fail to meet expectations, with reports of inadequate cleaning and technical issues [5][7][18] - The business model for AI hair washing involves selling machines and franchise opportunities, with significant initial investment costs and unclear profitability metrics [8][10][12] Industry Overview - AI hair washing is part of a broader trend of integrating AI into various sectors, including fitness and personal care, but faces skepticism regarding its long-term viability [2][11] - The Chinese scalp care market is growing rapidly, with a projected market size of 520 billion yuan in 2023 and a compound annual growth rate of 42.7% over the past three years [13] Business Model - AI hair washing establishments typically charge low introductory prices (around 9.9 yuan) to attract customers, with subsequent services priced between 19 and 23 yuan [3][8] - The investment required for opening an AI hair washing business can range from 99,800 yuan to 144,800 yuan, depending on the machine purchase or rental model [10][12] Consumer Experience - Customer experiences with AI hair washing machines have been mixed, with some praising the convenience while others criticize the lack of personal touch and effectiveness [5][7][18] - The technology is still perceived as immature, with many consumers expressing concerns about safety and hygiene [15][18] Future Prospects - The success of AI hair washing will depend on improving technology, enhancing consumer trust, and integrating with traditional hair care services rather than replacing them [16][17][18] - The industry must navigate challenges related to consumer perception, operational efficiency, and the establishment of a reliable supply chain to ensure long-term sustainability [14][18]

Group 1: Footwear Industry - The American Footwear Distributors and Retailers Association has requested the White House to exempt the footwear industry from the "reciprocal tariffs," stating that these tariffs pose a "survival threat" to the industry [1] - A letter signed by 76 footwear brands, including Nike, Adidas, Skechers, and Under Armour, indicates that many companies producing affordable footwear cannot bear the high tariffs and cannot pass on these costs to consumers [1] - The CEO of the association noted that the price of a $150 sneaker has increased to $230 due to tariffs, representing an $80 increase or a 53% rise [1][2] Group 2: Hair Care Industry - The U.S. tariff policy is causing significant price increases for many hair care products, leading to concerns among small business owners and consumers about rising costs [3] - In Los Angeles, a major center for the hair care industry, local businesses are feeling the impact of the tariff policy, with worries about increased prices for hair services [3] - A hair salon owner in Colorado mentioned that the tariff policy is affecting supply chains, and a hairstylist expressed concerns about having to pass on increased costs to customers [6]