Shilin District hair stylists open salon late for night owl clientele
Shilin District hair stylists open salon late for night owl clientele
2023-03-13
Now, how often do you get your hair cut? Is it easy to fit it in? For people who work irregular hours, it can be quite a rush to reach a salon after work. A pair of hair stylists in Taipei’s Shilin District have made a name for themselves as stylists for night owls! They noticed that visitors to the nearby night market would love to get their hair done late at night. Since they pushed their hours into the early morning, business has been booming.
The hairdresser works shampoo into a lather before giving the customer a head massage. They look relaxed enough to nod off.
The stylists cut hair precisely to suit the customer’s face. Meanwhile, two designers apply a conditioning treatment to another customer’s hair. This small salon is full to bursting with stylists, even though, according to the clock, it’s already 11 p.m.
Punk
Hair stylist
I was working here in the hair industry in Shilin before. The night market has always been packed with customers at night, but most of the salons shut at 8 or 9 p.m. I thought, there must be demand at night. We started opening at night before the pandemic. At first we opened at 1 p.m., then we pushed it back to 3 p.m., because I wanted to extend our opening hours even more.
Hai-tou
Hair stylist
Young people go to bed pretty late nowadays. But there are absolutely no hair salons open from 9 p.m. to 11 or midnight. Women really like to get their hair washed, especially after they finish work. And actually, they don’t mind too much if it isn’t the cheapest.
The salon spotted a gap in the market for hair washes and cuts late at night, especially for women working in service industries, or department stores, who are willing to splash the cash. Piggy-backing off the local night market culture, they’ve pushed their opening hours back more and more, and grew profits by 30-40% during the pandemic.
Customer
I think it’s great. I sometimes do overtime late at night, and then I can come here to get my hair cut. It’s very convenient, and there are fewer people and it’s quieter. The experience is nicer.
By choosing the opposite strategy to their rivals, the salon has uncovered fresh demand. They’re just getting busy as other salons close for the day, welcoming a steady stream of customers throughout the evening. At peak times, there might be four stylists and three assistants working here flat out until 6 a.m.
Hai-tou
Hair stylist
During the pandemic, I have some clients who are company boss types, and they don’t like having other clients right beside them. They really don’t like that. So they would prefer to take a nighttime slot and pay extra.
Punk
Hair stylist
You have to be flexible in this business. Because, to be honest, it’s not that we’re such amazingly exceptional hairdressers. So instead of competing with rivals for the daytime market, it’s better to go for nighttime, where there is little competition. Then I have a niche.
The stylists have added about NT$200,000 to their monthly turnover thanks to the decision to enter night mode – as well as securing a niche with a large group of loyal customers.
夜貓族髮廊拚出新商機每月營收多賺20萬
2023-03-13
一般髮廊通常從早上開到晚上8、9點， 但士林夜市兩位美髮師，卻因應夜市的作息，改從下午開始營業，主要在夜間工作，沒想到這樣的方便，讓不少夜貓族青睞，疫情期間，每個月增加20萬營收！
頭髮被搓出泡沫、加上頭皮按摩，躺在沖水區，客人舒服到快睡著。
依照臉型，剪出合適髮型，另一邊，兩位設計師，一起為同位客人抹上護髮素，小小髮廊，被客人和髮型師擠滿，但看看牆上的時間，竟然已經是晚間11點。
[[髮型師 Punk]]
“之前本身就在士林這邊從事美髮業。夜市本來就是晚上比較多人逛的地方，那髮廊大概都是8、9點就下班，我覺得晚上一定會有(理髮)需求。疫情之前我們就開始做這個舉動，原本是從下午一點(開門)，後來把它延後到下午三點，延後的原因就是我想要把營業時間再拉長。”
[[髮型師 嗨豆]]
“現在年輕人其實都還滿晚睡，晚上、夜間的部分9點到11點、12點，其實是完全沒有髮廊開的，女性其實很想要洗頭，尤其是她下了班之後她特別想洗頭，她就算其實不是很便宜的(費用)，她也可以接受。”
看準服務業、百貨業下班後，也有洗頭、理髮需求，尤其女性，為了整理秀髮，就算要多掏錢，也願意。這家店，配合夜市營業時間，越開越晚，反而在疫情間，業績逆勢成長3到4成。
[[常客]]
“我覺得很好啊。深夜的話有時候會加班，可以再來剪頭髮，我覺得是很方便的，而且人會比較少，比較安靜，然後剪頭髮的過程會比較舒服。”
抓住市場需求，反其道而行，其他髮廊打烊的時間，這家店才正要開始忙碌，晚上客人絡繹不絕，最誇張的時候，四個設計師、三位助理全員出動，還是一路忙到早上6點。
[[髮型師 嗨豆]]
“如果疫情期間，像我有一些客戶他是屬於老闆的，老闆階層的，他就不喜歡旁邊有人，他真的不喜歡旁邊有人，所以他寧可選擇夜間加成的部分來。”
[[髮型師 Punk]]
“這個東西是必須要去變通的，因為說真的我們也沒有說到多強，那與其我去跟別人爭白天的這個市場，不如我去跟別人爭晚上這個市場，因為競爭者少，那我就有一個優勢在。”
疫情間，兩位美髮師靈活變通，讓月營收額外增加20萬左右，也成功替自己打出口碑。
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