沙龙采购管道：美国市场分析

沙龙传统上直接从製造商或分销商/批发商及其商店购买用品。这种购买行为已经改变，沙龙现在有多种方式获得专业护髮产品。尤其是针对专业人士的电子商务近年来蓬勃发展。在这项研究中，Kline直接询问了数百家沙龙的购买习惯。

本报告调查了美国商业护髮市场，并提供了有关沙龙购买模式、使用的品牌以及提供的服务的变化资讯。

目录

调查手法

从定量调查收集的资讯

• 沙龙的市场区隔
  • 染色服务的费用
  • 理髮的费用
• 购买流通管道
  • 从哪里购买商品
  • 总支出中各购买流通管道的占有率
  • 采购产品的管道数量
  • 在线上和传统方式购买的产品数量
  • 透过哪些管道购买哪些品牌
  • 选择各种流通管道的理由
• 提供的服务
  • 提供的服务
  • 收入如何依服务类型划分

从非结构化产业访谈中收集的资讯

• 髮廊数量
• 主要市场行销的销售管道
• 预测
• 有助于了解市场和研究结果的其他注意事项
• 对来自製造商、分销商、协会、媒体和沙龙的行业专家进行非结构化采访

产品销售

• 品零售占收入的比例
• 如何向客户销售产品（实体或线上）
• 是什么促使向客户销售更多产品

使用或销售给客户的产品和品牌

• 每月购买产品所支付的金额
• 使用的品牌
• 选择使用的品牌的理由

Salons traditionally purchased their supplies directly from manufacturers or from distributors/wholesalers and their stores. This purchase behavior has changed, and salons nowadays have a variety of ways to obtain professional hair care products. In particular e-commerce to professionals has been blooming in recent years. In this study Kline asks directly hundreds of salons about their purchase behaviors.

Scope

This report compiles a quantitative survey among salons and opinions from unstructured interviews with industry experts across United States. Observing changes in salons purchase patterns as well as development of online platforms selling to stylists for professional hair care marketers and distributors it is important to understand where and why salons shop. The report includes information on:

• Number of salons
• Salons segmentation
• Salons purchase behaviors:
  • Where they shop
  • How often they shop
  • Reasons behind choice of purchase channel
• Brands they use
• Services they provide
• Product retailing and spending on salon hair care products

Results from this study should enable companies to better select channels through which they reach different types of salons.

Subscriber Benefits

This program provides subscribers with an understanding of the purchase behaviors of different types of salons in United States. Results from this study will enable companies to better understand reasons behind selection of purchase channels and brands, importance of product retailing as well as services provided by salon tier. This knowledge should help marketers to create effective partnerships and agreements with salons.

Deliverables

• Report combining findings from survey and unstructured interviews
• Survey results tabulations
• The possibility to compare results across different salon segments
• Incorporating expertise from the Kline Salon Hair Care annual study

Table of Contents

Methodology

• Quantitative Study
• Sample size : N=400
• Method: 15-20 minute on
• Fieldwork: October - November 2023
• Respondents: Salon owners/managers/stylists responsible for choosing and buying products

Information Gathered from Quantitative Survey*

• Salon segmentation
  • Pricing of coloring services
  • Pricing of hair cuts
  • (the above will allow ups to split the sample into premium mid-tier and economy salons)

• Purchase channels
  • Where they purchase products from
  • Share of each purchase channel on their total expenditure
  • Number of channels they source products from
  • Quantities of products bought online and traditionally
  • Which brands are purchased through which channel
  • Reasons behind selection of various channels

• Services they provide
  • Services they provide
  • How their revenue is split by type of service

Information Gathered from Unstructured Industry Interviews*

• Number of hair salons
• Sales channels of key marketers
• Outlook
• Additional insights helping understand the market and survey results
• Unstructured interviews with industry experts from manufacturers, distributors, associations, media, or salons

Product sales

• Share of product retail in their revenues
• How do they sell products to clients (physically or online)
• What would encourage them to sell more products to customers

Products and brands they use or sell to customers

• The amount that they pay for product purchase per month
• Brands they use
• Reasons for selecting the brands they Use

* Subject to charter subscriber input.