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The rise of e-commerce has put heavy pressure on brick-and-mortar stores, causing them to go bankrupt one after another, however, barbershops seem to be alone in this huge wave of e-commerce shock.
Barbershops were once eclipsed during the pandemic, but as the pandemic has receded, people's desire for haircuts has not diminished. However, it is worth thinking about why so many barbershops have closed down?
People's economic level continues to rise, and with it comes changes in fashion definitions and aesthetic standards. More and more people are willing to seek the advice of professional barbers, which has given rise to the popularity of barbershops. Statistics show that the number of newly registered barbershops in 2020 reached a staggering 1.85 million!
The rising demand for barbershops has led to the introduction of new technologies and high-end equipment, as well as rising salaries for barbers, which has attracted many people to join the barber industry.
However, despite the surge in the number of barbershops, the rate of closure is equally staggering. Some netizens asked a question: After the barbershop closes, how should customers with membership cards deal with the balance? The issue has attracted widespread attention, and many people say they have been in a similar predicament and can only accept their fate. This issue highlights the challenges faced by the barber industry in recent years, with many barbershops having to go out of business.
So, what exactly makes barbershops so difficult to survive? One of the biggest reasons lies in the pricing strategy. In the past, a simple haircut might cost as little as 15 yuan, but now, the price can cost tens or even hundreds of yuan. Some high-end barbershops even require customers to apply for membership cards for an additional fee. As the number of barbershops proliferates, it becomes increasingly difficult to make a profit, so many barbershops start using extravagant décor and services to attract customers, and these expenses are also passed on to the barber price. The same hairstyle, which used to cost only 50 yuan, now costs 500 yuan, which makes many people prohibitive.
In addition, the number of barbershops is large, the threshold for starting a business is low, as long as you have a certain technology, you can open a store. However, due to the density of barbershops, there is not much customer demand per store, the phenomenon of oversupply is becoming more and more obvious, and long-term losses make it difficult for barbershops to continue operating.
Another problem is the change in consumption perceptions. With the improvement of the economic level, many people are burdened with heavy car loans and housing loans, so it seems a bit luxurious for items that are "enjoyable" consumption, such as haircuts. The main customer group of barbershops is young people, while modern young people are more focused on practicality, generally experiencing a downgrade in consumption, and are more willing to spend money on necessities rather than luxuries.
While e-commerce has not directly impacted the barber industry, people have the option to buy simple barber tools online, which expands the range of options and is no longer entirely dependent on barbershops.
Finally, the cost of a barbershop is very high. Opening a barbershop requires a lot of money invested in shop renovation and rent, as well as paying highly paid skilled barbers, an expense that becomes a heavy burden in a bad business.
So, how do you bring your barbershop back to life? First of all, barbershops should put themselves in the customer's shoes, improve their technology, and ensure that customers feel that they are getting value for money. Secondly, reduce cumbersome sales routines, do not overemphasize membership cards and packages, and keep it simple and practical. Finally, actively use social media platforms such as Douyin to promote and launch small activities to attract customers.
At the moment when every industry is facing challenges, following the pace of the times and improving one's own strength is the most critical way to help yourself. Whether it's a barbershop or another type of shop, technology and sincerity with customers are the keys to success.
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