~ Not Just Efficiency: Why “Experience” is Now Demanded in Barbering ~

In an era where the “10-minute cut” has become standard and “speed and cost-performance” are key keywords in grooming, a counter-trend is emerging. “Classic Barbers” and “High-End Barber Shops,” where time is intentionally taken to groom and style, are steadily gaining popularity. 💈✨

✅ Characteristics of High-Value Barbers 💼🧔

These are new-generation barbers that inherit the DNA of traditional Shanghai Barber Shops while being reconstructed to fit modern sensibilities. Here are their representative features:

1. Vintage Interior and Spatial Design With antique mirrors, leather chairs, and Jazz or classical music playing in the background, they offer an “extraordinary space” to enjoy the passing of time.

2. Meticulous Service by Skilled Craftsmen Services often include not just a cut, but authentic shaving, scalp massages, and eyebrow care. High-level skills and attention to detail create a sense of exclusivity.

3. “Experiential Value” That Justifies the Price Fees often range around 5,000–10,000 JPY (approx. 250–500 HKD), which is two to three times that of a standard barber. Yet, they have strong support as a “reward for oneself” or “prep for a special day.”

📈 The Polarization of Barber Needs: Efficiency or Experience

The current barber industry is undergoing a clear polarization:

• Efficiency Model: Low price, short time, no reservation (e.g., QB House, FaSS)

• Experience Model: High price, high quality, focus on exclusivity (e.g., BARBER TOKYO, THE BARBER, Gentleman’s Tonic in HK)

This trend signifies a segregation similar to McDonald’s versus Michelin-starred restaurants: distinct markets for “daily service” and “places to spend special time.”

✅ Why Choose “Inefficiency” in the “Age of Efficiency”? 🧠✨

Why are high-priced, time-consuming barber services being re-evaluated now? The following psychological factors are likely behind this:

• Grooming as Self-Investment: Rising awareness of “Appearance = Personal Branding.”

• Reaction to “Multitasking Consumption”: More people seek “time to focus on themselves” rather than staring at smartphones.

In other words, it’s not just about cutting hair; transforming that time into a “rich experience” is what’s being valued.

🔄 Reconstructing Tradition: Is There a Future for Shanghai Barber Shops?

For traditional businesses like Shanghai Barber Shops, the reality is that “protecting tradition alone is not enough to survive.” However… By adding new value, they have the potential to return to the spotlight. For example:

• High-design interiors with sophisticated hospitality.

• Subscription-based membership services.

• Barber shops with attached bars serving beer or coffee.

• Complex salons handling general men’s grooming.

Such approaches might be the key to regenerating the “carefulness” and “human touch” of Shanghai Barber Shops in a modern form. 🔑✨

💡 Summary: Marketing is “Redefining Value”

Now that people are choosing “slow” in an age where “speed” was the greatest value, the act of getting a haircut is being given new meaning: from a simple cut to “Self-Expression” and “Healing Time.”

In marketing, asking:

• What do customers perceive as value?

• How do we align with the atmosphere of the times?

• How do we convert “old” into “new”?

These perspectives will surely be hints for the revival and re-growth of traditional industries like the Shanghai Barber Shop. 🌱

(To be continued…) You may want to read “10-Minute Cut VS Shanghai Barber Shops (Part 1) ! Seed of Marketing 108” here