~ The Courage to Change: Marketing to Connect Tradition to the Future ~
Once upon a time, “Shanghai Barber Shops” were found all over the city. The reason many have disappeared is not simply because trends have changed. Rather, the fundamental issue lay in their inability to evolve in step with the changing times. 😔
✅ Tradition is Not “Discarded,” It is “Redefined” 💡
Shanghai Barber Shops prided themselves on craftsmanship, polite hospitality, and a relaxed atmosphere—services valued in an era when “taking time” was a luxury. For some, this remains an irreplaceable experience. However, modern consumers have more diverse values and choose services based on new criteria like “Speed,” “Low Price,” and “Convenience.”
So, can tradition still survive? The answer is YES. However, it requires rethinking “to whom” and “how” the service is delivered.
✅ The Key to Success: “Redefining the Target” 🎯
Let’s return to the basics of marketing. The crucial perspective is not “Who do we sell to?” but “What value do we provide?” For example:
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For Businessmen: Redesign as a “Grooming Maintenance Space” for professionals.
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For Gen Z: Branding that fuses “Retro Vibes x Instagrammable Aesthetics.”
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For Tourists: Package the service as an “Authentic Japanese Barber Culture Experience.”
By taking these approaches, the same skills and services can offer an entirely new value proposition.
✅ “Evolving Brands” for a “Changing Market” 🌱
No matter how wonderful a product or skill is, it won’t reach customers if it’s out of sync with the “current market.” As times change, the perception of value changes. That is why brands must continue to evolve.
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Menu Overhaul: Two-axis expansion with “Simple Plans” + “Premium Plans.”
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Price Strategy Adjustment: Introducing subscription models to encourage repeat visits.
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Rebuilding Touchpoints: Updating contact channels like LINE reservations and Instagram posts.
All of these represent the “ability to adapt to change,” which is the very essence of marketing.
✅ This Might Apply to Your Industry Too… 🤔
The case of the “Shanghai Barber Shop” is not limited to the grooming industry.
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Traditional inns failing to reach younger generations.
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Paper books being pushed aside by e-books.
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Long-standing B2B businesses losing ground to direct-sales models.
Is this phenomenon happening in your industry? What is needed now is to identify: “What does the current customer value?” And then, while leveraging traditional strengths, convert them into new value. That is true marketing strategy.
🔚 Summary: Don’t Just Protect Tradition, “Evolve” It
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Tradition ≠ Not changing.
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Value = Something redefined according to the times.
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Marketing = The act of changing oneself in response to customer changes.
Like the Shanghai Barber Shop, even long-loved brands have the potential to shine again if they have the “will to challenge change.” ✨
Who are you delivering value to right now? And are you prepared to answer the same question five years from now?