沙龍採購管道：美國市場分析

沙龍傳統上直接從製造商或分銷商/批發商及其商店購買用品。這種購買行為已經改變，沙龍現在有多種方式獲得專業護髮產品。尤其是針對專業人士的電子商務近年來蓬勃發展。在這項研究中，Kline直接詢問了數百家沙龍的購買習慣。

本報告調查了美國商業護髮市場，並提供了有關沙龍購買模式、使用的品牌以及提供的服務的變化資訊。

目錄

調查手法

從定量調查收集的資訊

• 沙龍的市場區隔
  • 染色服務的費用
  • 理髮的費用
• 購買流通管道
  • 從哪裡購買商品
  • 總支出中各購買流通管道的佔有率
  • 採購產品的管道數量
  • 在線上和傳統方式購買的產品數量
  • 透過哪些管道購買哪些品牌
  • 選擇各種流通管道的理由
• 提供的服務
  • 提供的服務
  • 收入如何依服務類型劃分

從非結構化產業訪談中收集的資訊

• 髮廊數量
• 主要市場行銷的銷售管道
• 預測
• 有助於了解市場和研究結果的其他注意事項
• 對來自製造商、分銷商、協會、媒體和沙龍的行業專家進行非結構化採訪

產品銷售

• 品零售佔收入的比例
• 如何向客戶銷售產品（實體或線上）
• 是什麼促使向客戶銷售更多產品

使用或銷售給客戶的產品和品牌

• 每月購買產品所支付的金額
• 使用的品牌
• 選擇使用的品牌的理由

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.