国内专业男士美容的软肋和解决办法

<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">对比女士美容，男士美容这块蛋糕是小了一些，因而许多原先想进入专业男士美容市场的商家就越发显得谨慎起来。据不完全统计，现在全国各大城市的男士美容院仍可谓凤毛麟角，那么男士美容到底前景如何？国内专业男士美容的软肋在何处？有何解决办法？SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">男士美容的春天不再远SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"> SPAN>

<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">外表是人的第一张名片，具有年轻体面的外表，总会有较多的机会。今天的社会，需要男人在各种竞争面前卖命，努力地亮出自己、推销自己。一个形象邋遢、面容惨淡、精神颓废的男人，给人的可信度会有多少？一个永远清清爽爽、干净利落、衣着光鲜的男人，会让女人有更多的满足感、安全感，他也势必有力量迈向成功的道路。SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">在经济发达的欧美国家，男士进美容沙龙护肤早已不是什么稀罕之事，染发、烫发、做<SPAN lang=EN-US>SPA也成家常便饭，拿欧美时尚男士的话说，不能让事业、爱情跌倒在灰发和脸面上。SPAN>SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"> SPAN>

<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">而国内的情况又如何呢？据调查显示，虽然男性美容作为一个消费群体还不太稳定，但发展前景还是非常乐观的。在广州、上海、成都、北京、沈阳等白领聚集较多的城市，男士美容院以及许多美容休闲中心从美容床等硬件设施到美容产品等软件包装，其价位档次都远远高于女性美容院，而且经营情况十分稳定，大多从上午<SPAN lang=EN-US> 11:00到晚上10:00的时间段，去接受美容服务的男士不在少数，并大多能接受会员制的模式。SPAN>SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"> SPAN>

<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">相信，随着我国人民生活水平的提升、男士消费观念的改变，男士美容的春天将不会再远。SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">专业美容软肋何在SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"> SPAN>

<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">尽管欧美国家男士有的已把美容院当做护肤、休闲的所在，更是将其做为商业谈判和事业沟通的桥梁，然而，国内的男士美容却出现了意想不到的尴尬。很多专业美容院根据男性顾客的愿望开设了独立的男士美容室或专门男士美容院，但却在开业不久便因各种原因而被迫开门或转行。SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">男士专业美容存在着如下软肋：SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">1.<SPAN style="FONT: 7pt 'Times New Roman'">      SPAN>SPAN><SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">消费群体不稳定SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">在随机调查中，我们了解到由于做美容很花时间，而男人很不情愿在美容院一躺就是一个下午。男士美容作为一个消费群体还不太稳定，随意性比较强。很少有男士会坚持定期做，开月卡或年卡。只是累了以后一时兴起，或者陪陪朋友。SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">2.<SPAN style="FONT: 7pt 'Times New Roman'">      SPAN>SPAN><SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">观念有问题SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"> SPAN>

<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">观念问题应该是男士美容的最大软肋所在。很多男士总以为美容是女人的专利，一提及美容护肤，便反问说，我这个老脸还用美容吗？要不就讳莫如深，好像记者的采访在刺探个人隐私一般，可是对于浴足、按摩、<SPAN lang=EN-US>SPA等项目却较为接受，也能坦然面对。 SPAN>SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">3.<SPAN style="FONT: 7pt 'Times New Roman'">      SPAN>SPAN><SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">美容院隐秘性不强SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"> SPAN>

<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">正如前面所提到的，男士美容由于观念问题时时搁浅，但另一方面，美容院的隐秘性也有待加强。开设美容单间会给男人以安全感。SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">4.<SPAN style="FONT: 7pt 'Times New Roman'">      SPAN>SPAN><SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">个别男美容师有违初衷SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">对于男人美容是喜欢男美容师，还是女美容师，记者对<SPAN lang=EN-US>68位不同职业的男士做了随机调查，结果表明，只有不到10%的男士认为男美容师好过女美容师，原因是可以让老婆放心，但高达84%的男士却认为男人用男美容师有同性恋的嫌疑。SPAN>SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">男士美容院的出路SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"> SPAN>

<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">从欧美男士美容的经验可以知道，引进时尚概念，进行大张旗鼓的广告宣传可以提高男士对美容的认同感，为专业男士美容院开辟新的天地。SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

<SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"> SPAN>

<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">其次，采用浴足、美肤、<SPAN lang=EN-US>SPA一体化的男士休闲模式，可以让在护肤面前裹足不前的男人们大着胆子接受，进而为男士美容院的独立开设铺平道路。SPAN>SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">SPAN>

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<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体">此外，大打美容商务牌也是欧美美容休闲中心的一贯作法。<SPAN lang=EN-US>SPAN>SPAN>

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