"Other economy" has become a hidden "blue ocean"
Our reporter Li Guo, intern Wu Jiangmin
The "Double 11" in the post-epidemic era, long-lost retaliatory consumption has come as scheduled.
According to the data released by the e-commerce platform, from 0:00 on November 1 to 0:00 on November 12, Tmall’s “Double 11” total transaction volume was 498.2 billion yuan, which significantly exceeded last year’s Tmall double 11 full-day transaction volume of 268.4 billion yuan. .
Among them, the Tmall platform recorded a nearly 7-fold increase in the number of medical aesthetics orders from the previous month, making it the most popular life service item, with an average customer unit price of 6,300 yuan.
It should be noted that nearly 30% of orders are from male consumers.
More and more signs show that thanks to the rise of the middle class, the discovery of male self-worth and consumption upgrades, men redefine their own values and abilities, resulting in new consumer demand, and "other economy" is becoming a trend.
The gender boundary of consumption is gradually blurred
The recently released "Research Report on New White-collar Consumer Behavior in 2020" shows that male appearance is rising, medical beauty is younger and also masculine.
30% of the medical and aesthetic population are men, and the monthly investment is equal to that of women. Male chefs are in charge, 53% of male white-collar workers cook at home on weekends, which is higher than 39.5% of women.
The "China Gender Consumption Trend Report" jointly released by JD.com and Vipshop puts forward an important trend in the current context of consumption upgrades in China-de-gendered consumption, that is, with the increase in the awareness of male self-image management and the change in the division of labor between the sexes, Traditional consumer demand based on gender label definitions is changing, and the gender boundary of consumption is gradually blurred.
Among the interviewed groups, 72.73% of male white-collar workers have tried facial treatments; 58.8% have tried small medical procedures such as water acupuncture, thermomaggi, and photon skin care; 46.52% have tried eyebrow tattoos, eyeliner, eyelashes, etc Tattoo service; 40.73% have tried nail art, and only 4.14% of male white-collar workers have not tried any of the above services.
The Mo Yuanming Research Institute of Chongqing Yangtze River Upper Reaches Economic Research Institute said frankly: The appearance of this "de-genderization" trend has broken the phenomenon of "preferring women over men" in the consumer sector to a certain extent, and has provided the rise and manifestation of "other economy" Objective support.
In response, the trend of “de-genderization” of brands has also begun to emerge, that is, product development and brand positioning are based on meeting the needs of both sexes at the same time, without emphasizing and identifying gender differences.
Nowadays, men are striding to "invade" the beauty world that was originally dominated by women.
China Industrial Research Institute released data that by 2023, the global men's cosmetics market will reach 78.6 billion U.S. dollars, or about 540 billion yuan.
"Other Economy" is on the rise
Yin Mingming, who lives in Chongqing's Longhu Villa District, told reporters that shopping is a way of leisure for him.
Even in the low-frequency consumption field of automobiles, he who is less than 40 years old will be willing to "impulse" consumption because he enjoys the control and experience of new cars and new technologies.
A report by China UnionPay shows that 23% of male users spend more than RMB 5,000 online each month, and only 15% of female users reach this consumption level.
In addition, according to survey data from the Interactive Advertising Bureau of the United States, among Chinese e-commerce consumers, whether on PC or mobile, the proportion of male consumers exceeds that of females-which is very different from our traditional impression.
A research report by Southwest Securities believes that after reaching the age of 40, men have accumulated both wealth and social status, and their spending power and consumption grade are much higher than men of other age groups.
At present, the proportion of domestic middle-aged men over 40 years old is gradually increasing, which has also contributed to the rising momentum of the "other economy".
Chen Taoqi, partner of Zhongyin Communication, told reporters that when the company was promoting a certain brand of men’s moisturizing cream, it found that male consumers lacked consumer awareness: How could it take time for people who are troublesome to brush their teeth and wash their faces in the morning? What about skin care?
After understanding that consumers’ fundamental pain points are "fear of trouble" and "no time", Zhongyin Communication has made its own plan: cooperate with Ele.me Breakfast, launch a branded breakfast gift box, package breakfast and skin care products for consumption In the hands.
In fact, the "male grass" trendy brand sneaker e-commerce app, backed by the sports community Hupu, has received a lot of capital and is currently valued at US$1 billion; Shanghai Pudong Development Bank has insight into the male customer base and launched the "I" series Male-themed credit cards have been well received and have further broadened the breadth of financial services. In line with the era of male chefs, online fresh food delivery, community group buying, O2O delivery, etc. have grown rapidly, matching the quick buying characteristics of men.
How should we follow the trend?
Now, Li Jiaqi, the most popular lipstick in the whole network, said "Oh, my God! Buy it!" so that countless people can place orders.
He once set a brilliant record of 5.35 million yuan in goods in five and a half hours and 15,000 lipsticks sold in five minutes.
According to the "Economic Report on Face Value 2020", the growth rate of lipstick consumption in male cosmetics in 2019 reached 278%, and more and more men began to use male cosmetics such as sunscreen and facial masks; the year-on-year growth rate of men-only brands in 2019 This has reached 56%. Many cosmetics companies have specially developed men's facial skin care kits, cleansers, lotion creams, special masks, BB creams and CC creams for male consumers.
In addition, in the field of clothing, male consumers also show strong consumption potential.
The Beijing-made platform launched in January of this year entered the field of beauty and skin care through men's skin care, which quickly seized the market for male beauty.
According to data from its official flagship store, the compound growth rate of products such as men's grooming, shaving, skin care and fragrance, and makeup has reached 6.4% in the past five years.
According to He Chuanyi, the product manager of Jingzao, in addition to the men's skin care series that have been launched on the Jingzao platform, the two "big lines" of care and make-up will also be rolled out one by one. Among them, care products will be launched after the year.
As sales in the men's skin care market continue to increase, more and more companies want to join the men's skin care army.
However, with the "masculine", "Wuzun", "Wu Nuo" and other men's brands losing money or disappearing offline, Feng Jianjun, a senior daily chemical expert, said frankly, "It is not easy to deploy the men's skin care market." He suggested, Emerging brands cannot be laid out hastily, and it takes time to cultivate the market.
In spite of the gradual rise of "other consumers", the cosmetics market is still dominated by women, and the sales of many emerging men's skin care brands are not satisfactory.
The men's skin care brand "masculinism" created by Guangzhou Max Langcheng Men's Cosmetics Co., Ltd. once attracted attention. It successfully completed two rounds of financing and became the first men's brand to receive investment. It has grown to 2000 stores and has almost disappeared. In the market.