Boys also want to buy and buy! “His Economy” Behind the Trends
Editor’s Note: This article is from WeChat public account “Siam Rabbit Race” (ID: sv_race), author Eric.
Two years ago, male consumers were ranked at the bottom of the “consumption scorn chain”,
is called “consumption ability” Not as good as a dog.
Two years later, look again today, is the male consumer group still so weak?
微博主题# Boys should not have more than 10 million makeup views;
The number of “straight male fake makeup” on the B station is nearly one million;
Last year, male friends consumed 200 million facial cleansers, and the turnover of makeup increased by 140%.
Be a delicate boy, how can you have a pair of tide shoes?
Clining the shoes all night is just a physical activity,
shoes platform Trading index: AJ index, Nike index, Adidas index
The community platform that is eyeing the male consumer group is also very popular,
The straight male community has a valuation of over 4.2 billion yuan, and the IPO is close at hand;
Tide shoes trading platform poison, established four years, the valuation is over $1 billion.
The male consumer market has changed to makeOne piece is super big! Great! Big! The cake!
“His economy” is a flaw
In a nutshell, “his economy” is also known as the male economy.
With the development of the social economy and the awakening of the self-awareness of the male group, they need to have stronger social skills, more acceptable performance and a stronger spirit of cooperation when redefining their own values. The change in male consumer psychology has brought new opportunities to the industry.
Live over a million,
The game is worth billions,
Uniqlo KAWS was snapped up,
AJ’s team is flustered,
Don’t mention that the Marvels can’t move billions of box office…
Take the two major TV series “Dear, Devotion” and “Full-time Master”, which are frequently published on the hot list recently. In addition to the love of love, themes are invariably aimed at the increasing heat in recent years. Competition industry.
According to the “2018 China Game Industry Report”, the actual sales revenue of the Chinese game market reached 214.44 billion yuan in 2018, and the number of game users reached 626 million.
Among them, 336 million male users, accounting for 54%, but the proportion of consumption is as high as 77.9%. Female users accounted for less than 46% of the total, contributing 22.1% of the overall game market revenue.
Compared with more than half of the female users who consume less than 30%, male compatriots are the main consumer of the game market.
In addition to the original makeup of the original lady, the rise of the idol economy and the focus on the “small fresh meat” culture on social media have caused many young men to start paying attention to their “face project.”
Related data shows that in 2018, menThe year-on-year growth rate of beauty consumers has far exceeded that of women.
Chinese men are increasingly willing to spend money on dressing themselves.
In 2018, the average annual growth rate of Chinese male cosmetics consumption reached 13.5%, which is significantly higher than the growth rate of global male cosmetics consumption of 5.8%.
In the field of pan-entertainment for men and women, male consumption is not far behind.
Although the penetration rate in the pan-casual industry is slightly lower than that of women, men are the mainstay of the industry. Whether it is online video, music or reading, the proportion of male paying users is more than half. Pursuing spiritual satisfaction and pleasant experience is the two major propositions of male consumption.
In addition to the vertical areas mentioned above, the overall online purchasing power of Chinese men has begun to surpass women.
According to a research report published by Boston Consulting, the average online spending per year for Chinese men exceeds that of women, reaching $10025. The report released by China UnionPay also shows that the male network consumption power is the highest in women. Among the mobile payment usage scenarios, the proportion of physical consumption and online physical consumption of Shangchao and catering is the highest.
The sense of existence of the male consumer group, just like the high temperature in summer, can not be ignored. Compared with the self-promotion of 3C, games and other small circles in the past few years, “his economy” has finally got a circle. momentum.
What is the core reason for the rise of his economy?
Before explaining the reasons for the “he economy” circle, we must first understand that there is a clear difference between the consumption psychology and the way of men and women themselves.
Women’s consumption decisions are more susceptible to perceptual influences, which are simply impulsive to consumption. Beyond the product, the stories, atmosphere, promotions, and even the personal mood of the consumer at the time of the product will greatly affect their consumption behavior.
“I’m in a bad mood? Then buy and buy!”
“Good mood? Buy more buy and buy!”
Female consumers who are easily guided by emotions are also the target of most commercial marketing activities on the market.
And male consumption is the opposite, more rational and realistic, focusing on actual needs rather than emotional factors. Therefore, in the existing impressions, men’s consumption concept is more conservative, there is no more demand for personal image and aesthetic improvement. T-shirts are worn in turn, and the two-year visit to Haishu’s home has become the so-called “straight male standard”. Match.”
However, with the popularity of online consumption and social media, this “traditional” thinking has become an old-fashioned indulgence. (After all, even Haishu’s house is getting worse!)
From hair style to wearing and even makeup, the old man in the past, one by one, became a refined boy. Especially when the proportion of social interaction in life is increasing, consumption becomes a more personalized label, and the purchased goods become the advertised self-property. It is not so much a personal image as it is a personal icon.
The current “he economy” has risen rapidly, killing a lot of days in the fields of street fashion, limited edition shoes and even men’s beauty outside the traditional male consumption area, mainly for the following reasons.
The first thing to do is to recognize the glamour and pleasure of men.
The recognition of rooms, cars, watches, etc. is high but not easy to obtain. In comparison, street fashion or shoes are much more accessible, and the cultural tonality and social attributes are also easier. Make it a talk.
What’s more, the fact that the size of the house, the real estate of the community or the price of the car is higher than the price of the house, it seems to have the color of “greasy middle-aged people” in the eyes of contemporary young people.
Do not make it clear that it’s cheesy.
Tide brands, sneakers, explosions, or games are not only highly recognizable, but also have social attributes that are naturally linked to the show. A street fashion show with personal awareness, or a unique color matching AJ sneakers, enough for youStand out in the polo shirt and the sneakers that have not changed for three years, and sit on the C position lightly.
Not to mention the limited-edition sneakers and Uniqlo KAWS T-shirts that lined up in the dark, which ignited unexpected heat on social media.
Scarcity is crazy, and it makes the sense of bloat expand. Not everyone can show off their wealth, but there are always some opportunities for “Hyun Tide” to try.
Don’t forget that showing off is one of the most common ways in which men are attracted to women.
The choice of dressing and aesthetic fit closely reduces the communication costs for women to understand men. Your line of words exposes your taste and even your character. If you can see what you can see at a glance, why bother to find out if you can get together?
Second is the identity of the circle.
According to QuestMobile data, in China, high-spending men (that is, online spending more than 1,000 yuan) and men with mobile shopping behavior preferences have a monthly life size of about 87 million. Among them, under 30 years old, unmarried men are the main force, that is to say, after 90s and 95s, they are the favorite group to buy, buy and buy.
From the social background and family situation, most of the people in this group have already completed the first and second tier demands put forward by Maslow at the birth stage. For them, the second half of the demand Social and self are placed at a higher priority.
In the past, in the field of clothing and beauty outside the “he economy”, nowadays it is immersed in young men.
Poison APP, the knowledgeable CHAO community and other male grasses APP are emerging, and are increasingly becoming the main position for men to recommend to the tide brand. The community-based platform can also let everyone show their attitude and gather together.
The existence of different social circles such as basketball circle, Judy circle, game circle, second circle and even beauty circle makes the pressure of peers have an impact on men’s consumption decisions.
We might as well mention a few simple chestnuts:
How to say that you are playing basketball without wearing a double AJ?
Don’t make a foundation, how can you say that you are looking good?
How can we wear a beautiful woman? ? ?
Capital and brand swarmed when “his economy” was hot.
The “heavy economy” shows that the huge market vitality and still unsaturated consumer demand are attracting various brands and capitals. Among them are the following heavyweight players.
In April of this year, the “poisonous” APP focused on serving male consumption was disclosed to have completed A+ round of financing, and the investor was DST. It is estimated that the post-investment valuation will reach US$1 billion.
This app, which was born in the Tigers community, initially only provides authentication services and user communication functions. It was launched in November 2016. In 2018, after obtaining tens of millions of dollars of financing from Gaochun Capital, Sequoia Capital China, and Pusi Capital, it was separated from Tiger Fighting and operated independently.
The seven wheat data shows that in just one year, the download of the iOS app of the “Poison” App broke through 2800w. At the same time, the revenue data of the poison was also announced: in 2019, the GMV of the whole year could reach 6 billion to 7 billion yuan, and in March 2019, the monthly activity of the poisonous app exceeded 8.5 million.
According to the data disclosed by the drug, as of June, male users accounted for 60.06% of the platform and 39.94% of the females, while users aged 18-25 accounted for more than half of the total users, reaching 58.00%.
The main business model of “Poison” is C2B2C. As an intermediate appraisal and platform, the buyers and sellers will be docked. By extracting 7.5% – 9.5% of the seller’s transaction price as commission, and collecting the buyer’s appraisal fee (5 yuan / Pieces) profit.
In the second-hand sneaker market, in addition to the poison just mentioned, another tide resale platform Nice, also in June this year, officially announced the completion of tens of millions of dollars in the D round of financing, by TPG, Softbank The joint venture fund and Yuanhao Capital jointly led the investment, Jingwei China and Fanchuang Capital.
Nice, established in 2013, was originally a pure photo social software. When the social familiarity was mature and accompanied by the fierce market of the sneakers, its founder Zhou Shou finally changed the track and wanted to use the sneakers to enter the army.
The data shows that in the past year, Nice’s total annual transaction volume was about 8.3 billion yuan, 96% of which came from footwear trading.
After the release of financing information, it grew at a rate of more than 200% in July. At present, the number of users in the month is around 3 million, and there is a tendency to catch up with the drug app.
From the business model point of view, Nice also adopted the C2B2C model to use the concept of stock trading to differentiate the different shoes and report the appraisal to third parties.
But it’s interesting to note that Nice has a much more frequent use of pre-sales than the pre-sales feature, and the pre-sale mechanism is also used. Give Nice a higher premium rate.
Nice’s founder Zhou Shou is a veteran sneaker enthusiast. From the middle school, he became fascinated with sneakers. He insisted on buying shoes at noon, and the university chose software engineering to do professional communication and trading. After more than 20 years, he finally waited for the historic opportunity of his own trend of consumption.
Hims, a men’s health platform, recently announced that it has received another $100 million investment in the C round. Since its inception, Hims has received VC investments from Institutional Venture Partners, Redpoint Ventures, Thrive Capital, UpHonest Capital, etc., and promoted to the unicorn within two years.
Company founder Andrew Dudum once said that the original intention was to notice the plight of the male nursing industry. Health problems such as hair loss, ED, and hemorrhoids have made many men eager to solve, but they are hard to tell. This embarrassment, they do not want to go directly to the doctor to see the doctor, can not afford those expensive products. So Hims came into being in 2017.
In the problems that Hims is working on, hair loss is a top priority.
Research shows that 66% of men experience hair loss by the age of 35, and that 1/4 of these people may have developed hair loss when they are less than 21 years old. Because of the physical pain points of the majority of men, the introduction of Hims has resonated among men in their twenties to forties.
In addition to the three brand cases mentioned above, many brands such as Tom Ford, Chanel, and MAC also launched men’s cosmetics, and the Dollar Shave Club, which slogans “send razors by month”…
Before the pre-emptive brands, in addition to fun marketing, the frequency of product design and update also maintains the frequency of male demand.
I thought this is enough? The answer is of course NO.
In addition to the necessary preparations above, they also noted the social currency attributes required for male goods. Only when the goods are in the male social discourse system can serve as a kind of logo or medal, can they meet their psychological needs to show their “different”.
It’s obvious that brands want to really divide in “he’s economy”A piece of cake is not simple.
“His economy” is good, but don’t be lazy.