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].