Editor's note:
This is the People's Livelihood Investigation Bureau, which has never been seen before and investigates the changes in people's livelihood. Pay attention to what you want to follow, what you don't follow, investigate what you want to see and what you don't see.
If you want to have a "beautiful" Spring Festival, the "New Year's three-piece suit" is up, however, many people walk into the barber shop and find that the haircut ** has risen again.
The most recent hair cut cost 99 yuan, and Xiaoyu, who still lives in Beijing, said, "It was far less expensive when I cut it before." ”
In the face of soaring haircuts, some people wonder, when did washing, cutting and blowing change from one or twenty yuan to dozens or even hundreds of dollars?
Washing, scissors blowing** is doubling
Xiaoyu still remembers the last time she went to this shop to cut her hair, ** it was still 59 yuan, "but this time, there is no 59 yuan level, the lowest is 99 yuan." ”
Xiaoyu was a little surprised by the nearly doubled **, but considering that she was more familiar with this shop, she still chose to cut her hair here.
After all, it is not easy to find a suitable barbershop, and there are already too many 'thunders' on the barbershop. Xiaoyu told reporters.
If you haven't "suffered" in haircuts, you're probably the "chosen one", and for many people, the barbershop is a difficult place to walk out with a smile.
Obviously, I wanted collarbone hair, but after cutting it, it became "shoulder-length hair", and I wanted to trim the eight-character bangs, but it turned out to be "Sichuan character bangs". If you still spend ** for this, you will instantly feel that you are "wronged".
Lily (not her real name), who lives in Hangzhou, had such an experience. She was originally a loyal customer of a barber shop, and in recent years, the barber she is familiar with has charged all the way, from 180 yuan to 380 yuan, "basically every one to two years will rise by 100 yuan, and other barbers in the shop often spend thousands of yuan a year just to cut hair." Finally, after a flower ** failed to cut her hair, she angrily changed to another barbershop.
Haircuts become more expensive, which is not the feeling of a few people. On a life service platform, the reporter randomly searched for a number of barber shops in Beijing, and the price of hair cutting was concentrated at more than 30 yuan, and the single cut bangs of some barber shops were more than 50 yuan, and the single washing, cutting and blowing was more than 100 yuan.
Previously, the "2020 China Life Beauty Industry Development Report" jointly released by the China Chamber of Commerce and others showed that the unit price of hairdressing has increased slightly since 2018, with the average unit price of women in 2020 being 137 yuan and the average unit price of men being 95 yuan.
According to statistics from market institutions, in 2021, the average customer unit value of beauty salons in new first-tier and second-tier cities will be higher, at 263 respectively1 yuan and 260 yuan.
Is the hairdressing industry so "profitable"?
Hundreds of yuan of washing, cutting and blowing, thousands of yuan of dyeing and perming care, people can't help but wonder, why is the hairdressing industry so "profitable"? From a comprehensive industry point of view, hairdressing fees are expensive, mainly because of the high cost of rent and manpower.
Xiao Li (pseudonym), who used to work in a chain barber shop in Shanghai, returned to his hometown to open a barber shop because he didn't want to bear too much pressure.
According to him, the daily expenditure on rent, water and electricity, potion materials, plus food, etc., is about 110 yuan, and if you remove the cost, you can net 200 to 400 yuan a day. "That's about the same income I earn in a big city. ”
Xiao Li also mentioned that if it is in a first-tier city, the rent and labor costs will be much higher. "A friend of mine runs a barber shop in Jing'an District, Shanghai, and the rent alone costs 30,000 yuan a month. In addition, large barber shops will have front desk, assistants and other employees, and it is difficult to cover the cost with a low fee. ”
In recent years, the rent in first-tier cities has increased the operating pressure of barbershops, and it is not uncommon for barbershops to choose to close because they can't afford to pay the rent, utilities, and expenses. At the same time, the number of barber shops continues to increase, and Tianyancha macro analysis data shows that there are currently more than 1.95 million "haircuts" and other related enterprises in China, which also promotes intensified competition in the industry and increases the difficulty of customer acquisition.
Therefore, on the one hand, barbershops are keen to promote cards and projects, and on the other hand, they silently increase the price of haircuts.
If you follow the same "Tony" for a long time, you may be like Lily, watching "Tony's" net worth "rise" and eventually you can't afford it.
Inside the barbershop, there is a "promotion mechanism" of its own, from a small assistant to a technical director to a creative store manager, which requires both qualifications and frequent training. These "tony" are also keen to promote their titles, because in the barbering industry, barbers generally settle their salaries on a basic salary and a commission, which in turn is tied to the title.
As a result, we often see netizens commenting, "The tony teacher I know has risen from 50 yuan 10 years ago to 480 yuan now" and "the tony I follow has soared from 280 yuan to 680 yuan." ”
If you go to an "Internet celebrity shop" in the barber industry, with ins-style decoration, exquisite snacks, considerate service, and online "high ** rate", please remember that "the wool comes out of the sheep".
Giving up the ** haircut, many people flock to the quick cut shop
In the face of constant haircuts, consumers are not "lambs to the slaughter".
After giving up the 380 yuan barber shop, Lily chose a barber shop that only costs 68 yuan. "After cutting, it feels similar to 380 yuan, take 10,000 steps back and say, even if the cut is broken, I will forgive him. ”
And more people are pouring into the quick cutting shop that only costs 10 yuan or 15 yuan. No sales, only haircuts, a few minutes of quick haircuts, ultra-cost-effective haircutting methods, attract many men to experience. "It's not that the barber shop can't afford to go, but the quick cut shop is more cost-effective" has become a tacit secret among men.
The owner of a quick cutting shop in Beijing's Haidian District told reporters that there are quite a lot of customers in the store now, especially during the previous year, when they came to cut their hair, they had to queue up. According to him, it can receive more than 200 people every day.
Some industry insiders pointed out that there has always been a directional problem in China's beauty industry, which is running wild on the sales-led model, but it runs counter to the real needs of consumers.
The rise of quick cut shops may be people's "confrontation" against the traditional barber shops' enthusiasm for sales and arbitrary pricing.
From the perspective of the industry, in the past, traditional beauty stores relied on information asymmetry to make money, but the Internet has made the market transparent, and only by removing routines and focusing on service can we win customers in the digital age.
After all, in today's cities, you can see a barber shop almost every few hundred meters, and consumers can still "vote with their feet" in the face of a variety of choices. (Zhongxin Financial Reporter Xie Yiguan).