The development trend of China’s nail industry: Generation Z is expected to become the main consumer

In recent years, people have paid more and more attention to the management of their own appearance, and the scale of nail art users has continued to grow, which has promoted the continuous increase in the market demand for nail art. As the generation Z army gradually enters the society, it is expected to become the main consumer of the nail art market. Spiritual consumption, personalization, focus on quality and data, and beauty have become the characteristics of Gen Z users. Nail art is not only a consumption that makes nails beautiful, but an expression that shows personality and aesthetics.

The development space of China’s nail art market is broad, and the market size is expected to continue to rise in the next three years

According to iiMedia Research (iiMedia Consulting) data, the market size of China’s nail industry from 2015 to 2027 has shown an upward trend year by year. In 2021, the market size will be 185.48 billion yuan, a year-on-year increase of 25.3%. An increase of 5.5%. Consumers’ love of beauty and the concept of pursuing fashion are getting stronger and stronger. The market size of nail art expands with the increase of consumption level and consumption frequency of nail art. There is still a certain space for the development of the nail art market in the future.

Douyin is the most common channel for consumers to learn about nail salons

The survey data shows that Douyin is the most common channel for consumers to learn about nail salons, accounting for 55.1%; 50.6% of consumers will obtain relevant information about nail salons from Xiaohongshu; more than 50% of the channels are through relatives and friends Recommended, accounting for 50.1%. iiMedia Research Consulting analysts believe that it is easier to attract consumers’ attention and increase store traffic by placing advertisements related to nail salons through short video platforms and note sharing.

Consumers perceive dissatisfaction as having too few store or style choices

According to the survey data, in 2022, the most dissatisfied factor for Chinese consumers for nail salons is the high price (55.5%), and 52.4% of consumers believe that the dissatisfied factor is that there are too few store or style choices. iiMedia Research Consulting analysts believe that affordable and diverse nail salons are the first choice for consumers. Expanding the size of the store and increasing the number of nail production staff will help alleviate the problem of long queues.

The whole industry chain of the nail industry will develop together, and will usher in a golden age of development

With the development of the nail art industry becoming more and more mature, the development scale will gradually expand from the market expansion level in the initial stage and drive the development of the entire industry chain of the nail industry. More links and content related to nail art, such as the nail art market, nail art business, nail art production, nail art training, nail art research, nail art media, and nail art activities, will be incorporated into the nail art industry chain.