Why has the price of haircuts increased significantly in recent years?
The price of haircuts has risen due to the increasing demand for high-end services and the proliferation of titles like 'Chief', 'Director', and 'Deputy Director' in salons, which create an illusion of premium service. This trend is particularly noticeable in first and second-tier cities where consumers are willing to pay hundreds of yuan for a haircut.
What is the perception of the middle class in China?
The middle class in China is often portrayed as a flexible concept, sometimes depicted as struggling and buying budget brands, while other times as having significant purchasing power. Media narratives vary, with some defining middle class as having a passive income of 3 million yuan or more, which is unrealistic for most people.
How do middle-class consumers in China approach their spending habits?
Middle-class consumers in China often seek emotional value in their purchases, favoring small, niche brands that are aesthetically pleasing and not overly expensive. They balance between saving and spending, with a focus on finding affordable alternatives to luxury items.
What are the differences in service between low-cost and high-end hair salons?
Low-cost salons, such as those charging around 80 yuan, typically offer minimal service without much interaction or upselling. In contrast, high-end salons, charging 200 yuan or more, provide a more personalized and quiet experience, with stylists who understand the client's preferences and avoid aggressive sales tactics.
How has the rise of live-streaming e-commerce influenced consumer behavior?
Live-streaming e-commerce has become a way for consumers to learn about middle-class lifestyles, including fashion, accessories, and beauty products. While not everyone can afford these items, the exposure to such content influences consumer aspirations and spending habits, even if they only purchase small, affordable items.
What is the impact of internet culture on consumer trends and individuality?
Internet culture has led to a homogenization of consumer trends, with many people adopting similar styles and products based on social media influencers and platforms like Xiaohongshu. This has reduced individuality in fashion and lifestyle choices, as people increasingly follow popular trends rather than developing their own unique styles.
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