Chinanews Client Beijing, October 28th (Zuo Yukun) The Internet has been circulating a "consumer investment and market value ranking": girls>children>young women>elderly>dogs>men.

　　"Father's Day, there are no discounts on e-commerce or shopping malls. It can be seen that the commercial value of this group is pitifully low." It seems that men do not spend money as a group consensus.

In a blink of an eye, it is the peak consumption season of "Double 11". Can this year's men still be outsiders in this carnival?

　　This is not necessarily.

The picture shows people shopping for cosmetics in Haikou duty-free shops.

Photo by Luo Yunfei

Li Jiaqi's Waterloo-"He is not worthy"

　　On the evening of the 25th, actor Chen Kun came to Li Jiaqi's live broadcast room to bring goods for a razor endorsed by him.

Li Jiaqi introduced to Chen Kun the story of "he is not worthy" in his live broadcast room.

　　Li Jiaqi: "I once sold men's skin care products, and everyone said'he is not worthy'."

　　Chen Kun: "Are you?"

　　Li Jiaqi: "No, no, no, it means their husband is not worthy."

　　Chen Kun: "Oh, that's possible."

"He is not worthy" in Li Jiaqi's live broadcast room.

Picture from the network

　　The "he is not worthy" stalk that resonated with Chen Kun occurred a year ago.

In October last year, Li Jiaqi recommended a high-end men's skin care product to female fans on the live broadcast, calling on girls to "buy one for husband or boyfriend."

　　The product was sold at a price of more than 500 yuan after a 50% discount. As a result, the comments were all "he is not worthy".

After struggling for ten minutes, only 1200 sets of 2000 sets were sold, which made Li Jiaqi, who used to sell more than 10,000 units per minute, said with emotion: “Background data shows that 30% of our live broadcast rooms are boys, and 29% of them are girls. Buy with the boy’s account!"

　　Since then, there are only three answers in the men’s skin care product comment section: he is not worthy, he has no boyfriend, use Dabao, and even some brands have taken the opportunity to launch a "he is not worthy" package.

The brand adds a three-piece set of "he is not worthy" in the product name.

Picture from the network

　　From Li Jiaqi’s “Waterloo”, it is not difficult to see the huge gap between men’s purchasing power and women’s purchasing power, and it also makes “middle-aged men full of tears when they see their eyes”: What can corporate executives do? Isn't it not even worth 500 yuan of cosmetics?

"He is not worthy" counterattack-an increase of over 3000%

　　One year later, "he is not worthy" still exists as a stalk in Li Jiaqi's live broadcast room.

But in fact, men's value for "face" is growing a little bit.

　　On October 21, an online express platform released data that nearly 10 million tons of double 11 products have been prepared for the rookie warehouse, and an average of 7.1 kilograms is stocked for each Chinese, which is almost double the scale of 2019 Double 11.

　　Imported cosmetics, health care, and maternal and infant products are still large stockholders. According to the stocking data of beauty products, facial skin care, feminine care products, and household toiletries are the three major “stocking kings” this year.

　　But what people did not expect was that this year's double 11 men's imported cosmetics stocks increased by more than 3000% year-on-year.

Data map: Male makeup artist is applying makeup to male model.

　　The transition from "rough lords" to "exquisite boys" did not happen overnight.

　　In 2018, the consumption of men's cosmetics on an e-commerce platform increased by 89% year-on-year, and the year-on-year growth rate of men's cosmetics sales ranked first in the cosmetics category; during the double 11 pre-sale period in 2019, the sales of men's cosmetics products on the first day of pre-sale The data increased by 56% year-on-year, and the number one-selling BB cream for men was purchased by more than 80,000 people.

　　Nowadays, the data of "Men's makeup stock increased by 3000%" reflects the inevitable trend of the development of "Men's makeup".

Tuxian, the person in charge of an e-commerce global shopping brand and supply chain, revealed that the high-growth men's sub-categories in 2020 include men's perfume, eyebrow pencil, foundation, contour powder, and contour stick.

Make-up, manicure, skin management... The exquisite boy is online

　　Lin Peng (pseudonym), who was born in 1993, currently works for a securities company. Because he often travels on business abroad, he always has cushion foundation, eyebrow pencil, lipstick and other supplies in his suitcase.

　　In addition, Lin Peng has been buying well-known skin care brand "Shenxian Water" for many years, and he stocks goods every year during events.

He laughed and said that he "looks through the purchase record to see how it has increased in price in recent years."

Lin Peng's purchase record of skin care products.

Photo courtesy of respondents

　　"Skin care is a habit in the student days. Make-up started after entering the workplace." Lin Peng said, because he often goes to some high-end places and faces different business partners, proper make-up will appear to respect each other more.

　　"If girls' makeup is for'icing on the cake' to make themselves more beautiful, then I think boys' makeup is more like'sending charcoal in the snow' to make up for some obvious deficiencies on their faces." Lin Peng said, because his eyebrows are sparse and messy, so Need to trim the eyebrows and thrush; the skin is poor and needs foundation touch-up; when the complexion is not good, some natural-colored lipsticks are needed; as for the eyeshadow, eyeliner, blush and the like that girls like, they don’t use it.

　　Nail artist Rong Rong told Chinanews.com that he has been in the business for almost six years. Since the past two years, more and more men are coming to do manicures, and he has also recruited a male manicurist in his shop.

　　"A few days ago, a little girl brought her boyfriend to do manicures, because boys have very thin nails and they love to chew nails. The nails have been chewed so that only a small piece is left. After a long time, there is a risk of paronychia. Just thought of such a way."

　　Rong Rong recalled that the girl's request at that time was to "paint his nails thicker, firmer, and not to bite." However, the boys were quite interested and took the initiative to study the style of nail art.

　　"At present, boys' manicures are mainly made of transparent colors with some simple lines and patterns, and solid colors such as black are also very popular." Rong Rong said.

Data map: At the scene of the 2018 China Skills Competition, a beautician is doing nails for the experiencer.

Photo by Zhang Hengwei

　　At the same time, according to her introduction, she knows many friends in beauty salons, and there are often male customers to do skin management.

Many people's first experience is the need to go on stage, blind date, and get married. Since then, there are not a few "returning customers", and many men are even more refreshing to apply for cards than women.

　　According to Euromonitor International's data, from 2016 to 2019, the average annual growth of retail sales in China's male beauty market was 13.5%, while the global average was only 5.8%. At the same time, the retail scale of China's male beauty market also increased from 12.45 billion yuan in 2016. , Increased to 15.89 billion yuan in 2019, and is expected to reach 17 billion yuan in 2020.

What's the reason for men's "really smelling"

　　In general, whether it is from the data or from the aesthetics of consumers, men's makeup has gradually been unfettered by public opinion.

At the end of last year, Minako, the head of the ecological cooperation of the Xiaohongshu community, revealed that compared with 2018, overall active users increased by 4.4 times in 2019, and male active users increased by 14.5 times.

　　"Fairy Water" is no longer regarded by "straight men" as water for immortality, and "Little Red Book" is no longer a book that men cannot read.

Under the trend, makeup brands such as Chanel, THREE, Tom Ford, etc. have also come by and launched a men's exclusive makeup series.

Men's cosmetics series launched by Chanel.

Image source: CHANEL WeChat public account

　　But these duplicity men did not say that before.

　　According to CCTV News, a report showed that in 2016, 31% of male users said that they would never use cosmetics, and the proportion was reduced by three times in 2019.

According to agency forecasts, the global men's cosmetics market will reach 540 billion yuan by 2023.

　　What makes men "sweet"?

　　“Many people’s inherent impression of'men don’t like shopping' stems from men’s unwillingness to go shopping. However, with the development of the Internet and the popularity of e-commerce, as well as the maturity of home delivery and mobile payment, male consumers pursue efficiency and Convenient shopping needs are greatly satisfied, which arouses men's desire to shop and contributes to men's'strong' position in the online consumer market." Fu Yifu, a senior researcher at the Suning Institute of Finance, once said.

　　"The awakening of personal consumption consciousness has promoted the prosperity of the male consumer market." Fu Yifu believes that with the development of the economy and society, the economic strength of men continues to increase, and the pursuit of careers has also prompted this group to expand in the social field. As a result, pay more attention to the improvement of external image, clothing collocation and personal taste.

　　Can you accept male makeup?

What do you think of these "prodigal men"?

(Finish)