1,000 yuan nail art and 10 yuan nail wear have their own love
Hairdressing, nail art, eyelash beauty" is an indispensable three-piece set for the New Year, and it must be hot and hot every festive season.
coincided with the encounter between the Year of the Dragon and the national tide, as early as a year ago, nail artists frantically swiped the screen with their own Year of the Dragon-themed styles. The girls in the office couldn't sit still anymore and were eager to try to change into their exclusive "New Year's Armor".
Before returning home, it is the time for girls to seize the time to become beautiful. Since mid-January this year, the topic of nail art has become more and more popular. On the Douyin index, it rose to 250w popularity, which peaked on the weekend of the previous week. The GMV of "nail polish and nail art tools" increased by 62%, seizing the second place in the high-growth category of Douyin beauty.
Before the Chinese New Year, hair dyeing and perming are high, which has become the consensus of consumers. In 2024, nail art will also begin to follow suit and become a conspicuous bag. Before the holiday, some nail salons began to charge manual fees and festival fees. The topic of nail salons starting to charge Spring Festival fees rushed into the Weibo hot list.
Although the phenomenon of additional fees has puzzled some consumers. In fact, nail salons across the country exploded before the Spring Festival. Southern Weekly's "Can You Accept Nail Salons Charge Spring Festival Fees?" In the voting, most netizens believe that the Spring Festival increase is acceptable, but not too much. Compared with not making an appointment, netizens are still willing to pay more money for a new set of nails.
Nail art is really getting more and more expensive
The usual ordinary 100 yuan nail art model is more than 10 times higher during the Spring Festival, as high as 1,880 yuan. Netizens quipped: I didn't dare to reply after asking the price. Not only holidays, but with the development of the beauty economy, Chinese female consumers are spending more and more on their fingertips.
It has been measured by nail art and house prices. The area of ten nail covers is about one ten-thousandth of a square meter, such as a single nail art costs 127 yuan, which is converted to 120,000 yuan, which is comparable to the housing price in the core area of the first-tier city. [i]
The low cost and high profit of nail salons have attracted many people to enter the game.
In terms of site selection, many nail studios avoid the street shops and look for upstairs shops, so the rent is frugal. A full set of tools for opening a store is less than 2,000 yuan, and a 15ml bottle of nail gel can be distributed to 30 customers. According to the self-service nail brand Qianyu Qianxun's public joining conditions, it can be known,With only 140,000 start-up capital, you can open a store in a first-tier provincial capital.
From a profit point of view, Sina News has calculated that if you receive high-order guests for 8 hours a day, it will only take 120 days to recover the cost. It is not uncommon to achieve a profit of more than 10,000 per month. Therefore, opening a nail salon is more attractive than working part-time, which explains why nearly 100,000 nail salons have sprung up in the past three years.
Consumers who pursue cost-effectiveness do not pay for the premium of appearance
In the face of rising nail art pricing, consumers with strong hands-on ability do not want to get used to the merchants, and begin to try to purchase various tools to DIY at home and go to the arms of wearing nails.
Through the keyword analysis of Douyin, wearing nails is very closely related to "parity" and "replacement". Last year, wearing nails was the new darling of the market, and it was a category that led to the popularity of the stall economy. It only takes "dozens of yuan + 5 minutes", and wearing armor has attracted the attention of many girls.
Beauty on the fingertips is the little stubbornness of delicate girls. Who is doing a thousand-dollar manicure, and who is pampering dozens of dollars of wearing nails? Let's take a look.
Diversify your nail art consumption
Women aged 22-40 in the new first-tier and second-tier cities are the main consumer of nail art. It takes about 3-4 months for nails to grow back, so it's normal to change your nails every quarter.
The data shows that 358% of consumers do 4-6 manicures a year, 227% of consumers do 7 to 9 times. In other words,More than half of consumers do nails more than twice as often as nails renew。[ii] It seems that doing nail art is also addictive.
Why are girls obsessed with this "beauty at their fingertips"?
In the early days, manicures were a need for health care. According to statistics, 18 out of every 100 people have ingrown nails, and for the health of nails, there is a manicure business.
Nowadays, manicure has evolved into a beauty business, 614% of consumers choose nail art because they are happy with themselves. In order to keep up with the trend, consumers also staged the "four seasons" on their nails: fiery red in spring, dopamine in summer, Maillard in autumn, and Morandi in winter.
Nails are not only one of the items for daily wear, but also an important prop for "taking pictures to look good". The consumption of special scenes such as photos and wedding photos has also driven the consumption of nail art. During the wedding shoot, the photographer will capture a lot of close-ups, and in order to be perfect, the makeup artist will advise the bride to do the manicure in advance. Many of my friends tried to do nail art for the first time because they got married.
Nail art is not only a matter of personal beauty, but also a social way.
Meeting up with friends on weekends to do nail art, while becoming beautiful, you can drink milk tea, chat about gossip, and take photos of the hair circle together after the work, which is an excellent dating option. The power of girlfriends cannot be ignored. Since nail art is a non-standard service industry, it relies more on word-of-mouth communication"Recommended by girlfriends"It is an important factor influencing women's purchasing decisions. Driven by girlfriends, women will do their nails more frequently.
Offline nail art is still the mainstream
Nail art is a technical job, and the public beauty has to rely on the nail technician. Nail art is divided into seven categories: solid color, painting, spray painting, relief, crystal, and light therapy. The nail technician performs the steps of sterilizing, cleaning, constructing, and shaping according to the unique nail shape, and it takes at least one hour to do the nail each time.
On the market, the mainstream of nail art** is between 30-400 yuan. Expensive nail art involves techniques such as hand-painting, three-dimensional, embossing, and blending, which are more demanding for nail technicians. After 5 hours of sitting, if you can get a manicure that exceeds expectations, consumers think that it is worth the "big money". [iii]
However, there is no copyright protection for nail art styles, and everyone takes the favorite style seen in Xiaohongshu to find a nail technician to make a model, so they attach great importance to the craftsmanship of the nail artist. At the same time, there is no quantitative standard for aesthetics, and if the "beauty" considered by the nail technician is not recognized by customers, it is easy to get bad reviews.
It is difficult to standardize nail art, which is also one of the difficulties of branding. In the face of the unknown performance of nail technicians, many consumers have begun to choose a lower cost and more certain option - wearing nails.
Save money and time, DIY nail art at home
Wearing armor is divided into two categories: "machine-worn armor" and "hand-worn armor". "Machine Wearable Armor" is a factory assembly line product, and the cost can be as low as 10 yuan per pair. "Hand-worn nails" is customized to the map, ** higher, comparable to the pricing of nail art.
There are two major advantages to wearing nails compared to doing nail art:"Flexible donning and unloading" and "time-saving".
First of all,Traditional nail art is not easy to remove, for the sake of nail health, it is best not to change the model within a month and a half。If the effect of spending a few hundred yuan is not satisfactory, consumers will panic. It is more convenient to wear and take off the armor, and consumers can change the style frequently according to the outfit without hurting the armor. Doctors, bakers, masseurs, and other professions that require nails can also be enjoyed for a short time while attending dinner parties and other occasions. Affordable wearing armor to gain a wider audience.
Secondly,Wearing nails is a fast food for nails, and it only takes 5 minutes to change。Compared with the manicure that takes an hour, it is more convenient for the fast-paced life of migrant workers. For stores, wearing armor is also a lower-cost option. As early as 1 year ago, Haidilao has successively provided wearable armor to improve service efficiency.
In addition to this, the service range of traditional nail salons is usually limited to users within 3 kilometers. WhileNail wearing can break the radiation range limit of nail salons through online retail, so that more people can achieve it"Nail art free"。
The best sales of wearable armor of about 20 yuan on the market。Although it is a nail replacement, consumers have quite high requirements for the quality of skin products. Since nail wearing is a nail patch that has been made, but the nails are of different shapes, the standard product cannot guarantee a 100% fit, which also leads to discomfort when wearing nails, and industry players are solving this problem.
Will wearing nails impact the traditional nail market?
Traditional nail art is the state of a big market, a small brand. The emerging wearable nails have made nail art move from the "service industry" to the "retail industry", which seems to make it possible to standardize industries that are difficult to standardize. So will wearing nails impact traditional nail salons?
In my opinion, wearing nails can replace the low-end market, but it cannot threaten the mid-to-high-end nail art.
In nail salons, the low price of a few tens of yuan only provides solid color options, and the style is limited. Compared with this, in the same ** range, there are more than 100 patterns to choose from wearing armor, and you can win a variety of styles with diamonds and flashes in two digits, which is super cost-effective.
Rooted in the service industry, the customer buys the experience. In mid-to-high-end nail salons, customers spend 200+ yuan not only to make a style, but also to enjoy nail protection services such as cleaning and care. If you wear nails at home, if you want to have a better experience, you must not only be equipped with instruments and tools, but also need to have a pair of "skillful hands". For Xiaobai and the handicapped party, the added value obtained from a reliable nail salon is higher.
Wearing nails creates new usage scenarios just like O2O door-to-door nail art, which was popular a few years ago. Doing a manicure and wearing a nail have their own advantages and disadvantages, not opposites.
Many traditional nail salons regard nail wearing as the second growth curve. Nail technicians can serve up to 4 to 5 customers per day, and wearing nails can improve work efficiency, shorten service time, improve human efficiency, and get more profits. In addition, the introduction of nail wearers can optimize the low-end product line of nail salons. Attract new users with cheap and affordable wearable nails, and when they have advanced needs, they can convert to higher-end services.
Nail market: from import to sea
Chinese nail art can be traced back to the 90s of the 20th century, with the advent of phototherapy glue and nail polish glue, nail salons began to develop to specialization and quality. [iv]
Around 2015, the domestic high-end market was still occupied by imported products from Europe, America, Japan and South Korea, while local nail products occupied the middle and low end. With the strengthening of brand awareness, domestic nail art brands have risen and entered overseas markets.
High-end nail salon chain - INNAIL
Chain nail salons have brand power and have a higher premium space. Nail and eyelash chain brand INNAIL focuses on the high-end market, and only chooses to choose to open stores in Class A or top shopping malls such as Beijing Yintai, Shanghai K11 and Chengdu IFS. innail provides services such as phototherapy, nail wearing, nail care, hand massage care, etc., with a unit price of 500 600 yuan.
In order to publicize the imminent landing of the new store, INNAIL cooperated with different IPs to hold art exhibitions, and linked with top business districts, so as to get familiar with each other in advance. In September last year, INNAIL launched the "Touch and Rebirth" nail polish oil painting exhibition at K11 in Shanghai to promote the brand's environmental protection corporate responsibility. In October, in cooperation with the painter Li Yan, the "AI National Treasure" exhibition was held at Chengdu IFS, and the artist was authorized to design 4 series of nail products.
The new retail wearable nail brand - Nailook
In order to deal with the problems of low efficiency and non-standard service of nail technicians, Naishe Planet, which is deeply involved in the field of nail art, established Nailook and put forward the concept of wearing nails for the first time, making nail art a fast fashion consumer product and improving the efficiency of the nail.
Nailook has set up an offline "five-minute nail salon", and the supporting shopping guide staff guides customers to learn how to wear nails. In April last year, Naisa Planet completed a round of financing of 10 million yuan, which was used for the expansion of Nailook retail stores, and has so far opened 34 stores in shopping malls across the country.
Nailook actively opens up to join and accelerate the expansion of the city. According to reports, the brand requires franchisees to open 15-20 square meters of stores in the business district. In terms of joining fees, you need to pay 19,800 yuan (9,800 yuan for operation service fees, 5,000 yuan for design fees, and 5,000 yuan for decoration fees), and you need to be equipped with three manpower to provide nail sticker services. [v]
Nail O2O platform - beaver home
After 10 years of development, the O2O platform Beaver has evolved from a door-to-door nail art platform to a unicorn in the beauty industry. Beauty industry services rely heavily on manual labor, and service methods and standards are difficult to replicate, resulting in limited development of national beauty brands. According to Yang Gaoxiao, CMO of Beaver Family, in the face of decentralized operation, Beaver Home is doing "people" business, using the Internet to link the demand side and the supply side, and improve the overall operational efficiency and service level of the industry. [vi]
On the demand side, Beaver Home makes consumers in first- and second-tier cities save time and effort to make their homes beautiful, catering to the trend of lazy economy. In the past, customers were often tied to a prepaid system in one store, making it difficult to compare with peers. On the Beaver platform, the service and pricing information of the craftsman is transparent, allowing users to have the initiative in their choice.
On the supply side, Beaver encourages beauty craftsmen to establish personal brands, and at the same time solves the problem of "service standardization" in the industry. Through the "Craftsman Star System", the craftsmen settled in will be continuously assessed and rated, and the advantages and reputation of the platform's professional services will be strengthened, so as to attract more beauty lovers to choose Beaver Home.
Representatives of overseas brands
In the international nail market, China has always played the role of the first chain in the early days. Although nail art branding in China is a little late, there are already some brands that have successfully entered the European, American, Japanese and Korean markets.
modelones
Modelones, which goes overseas in China, has successfully entered the European and American nail market. In the face of established forces, Modelones has launched products such as nail polish, nail gel, nail glitter and nail tools. At the same time, in order to help novices who want to DIY nail art at home lower the threshold, Modelones has launched a set of products such as wearing nails, transparent nails, and nail polish glue. On social media, Modelones focuses on Facebook, Instagram and TikTok, and has gained 1 million followers in more than 30 countries.
sunuv
Sunuv, which accounts for 40% of the world's nail light market, is produced in Shenzhen, with an annual shipment of 4 million units. The brand found that U.S. consumers were concerned about the burning sensation, pigmentation and potential carcinogenic risk of nail polish gel when used to set the gel. Therefore, Sunuv has carried out an iteration of the nail art machine, which not only has a faster curing speed, but also introduces the "** mode" to effectively reduce the damage to ** during use.
Yuri Mijuku
As the introducer of "Japanese-style nail art", Yuri Art School sells imported nail products to individual nail salons in China to do C-end business. However, with the rise of e-commerce, the nail art market has become a red ocean of fierce competition. Utilizing the Japanese customer resources accumulated over the years, Yuri Meijuku has entered the B-end market in Japan.
According to the founder Song Zhao, the Japanese nail market has a high degree of specialization, and Yuli Meijuku focuses on serving the wholesale business of leading companies, and through the successful transformation of going overseas, the brand has now begun to enter the European and American markets.
Nail art "branding" outlook
The founders of nail salons are usually from technical backgrounds, so they lack the ability to operate in chains and scale. Zhou Jun, founder of Fuhuishan Capital, the investor of Nailook, said that the nail art category is in line with the current boom of the beauty economy and the stall economy, and it continues to cultivate under the huge beauty industry and still has great development potential.
Industry standardization is just around the corner。There are more than 300,000 pure nail salons and nail and skin salons in the country, and 98% of them are individual stores. Due to the "three lows" of raw material costs, labor costs, and investment costs for setting up stores, the entry threshold for the nail industry is also low, and the industry level is uneven. In 2015 and 2020, relevant industry standards were promulgated ("Nail Art Agency Service Specification", "DB32 T 3891-2020 Nail and Hand and Foot Care Service Specification"), which is one of the signs of the gradual maturity of the industry. Chain brands rely on franchise output standardization tools, but also the main force to regulate the market.
From Made in China to Created in China, the brand awareness of domestic players has been enhanced。At present, the domestic professional nail art market has developed into individual stores, chain brands, door-to-door services, self-service and other modes coexist. The non-standard and loose market is gradually replaced by branded, planned and professional nail art companies.
In the cross-border market, China has long provided high-quality and low-cost first-class chains for European, American, Japanese and Korean brands, which is not conducive to increasing the added value of products. Therefore, building a brand allows Chinese nail companies to create a second growth curve in overseas markets.
Online intra-city plate layout, drainage offline to complete the closed loop。More than half of consumers search for nearby nail salons through Douyin, Xiaohongshu, and Dianping. The nail industry is still dominated by offline services, and it is necessary to deploy online intra-city sectors to attract customers to stores or provide door-to-door services with the help of local life traffic.
Social content marketing, forming a "growth flywheel".。Consumers who stay at home with DIY nails search for tips and inspiration on social media. This provides more wearable businesses with the opportunity to output content to build a link with consumers. Taking Modelones as an example, we set up an Inspire Gallery section to provide reference drawings for nail art designs, and use UGC content to encourage customer interaction and win consumers' goodwill towards the brand.
The nail industry has not yet formed a situation where big brands are competing for the first place, and many brands are looking for breaking points in various parts of the industrial chain. The running out of wearing nails has opened up new ideas for the involuted nail salon market. Perhaps, looking at this industry beyond the service industry, we can find new answers.
Part of the content is referenced from:
i] Picture Room: "Comparable to Real Estate! How profitable is the nail art business of 120,000 flats? 》
ii] The Paper: "Exquisite to the Fingertips: Calculating the Economic and Health Accounts of Nail Art".
iii] Beijing News: "Young people who are too busy to do nail art are reading this article".
iv] iiMedia Consulting: "2022-2023 China Nail Industry Development Status and Market Research and Analysis Report".
v] The world's online merchants: ""Five-minute nail salon" exploded nationwide, with a monthly income of 100,000 after 90s".
vi] Fresh New: "Beaver Family CMO7 Q: Why do you need to run around with one click, let high-level craftsmen come to help you become beautiful".