This article is from WeChat official account:Glaucoma (ID: qingyanwh), author: Yu Jue, head Figure from: vision China
On November 1, the annual Tmall Double 11 officially opened, and the men’s care category showed a rare explosive power. According to Huang Kai, the founder of men’s care brand Cohen, revealed to Qingyan: “This year’s double eleven, men’s care products performed better than last year. Among them, L’Oreal Men’s sales reached more than 50 million yesterday.” According to Ali data , On the first day of Double 11, the TOP10 men’s care brand store sales were almost dominated by foreign brands, with only the local brand Goff.
It seems that the domestic men’s care market is still firmly occupied by foreign brands, but in fact, compared with previous years, this category is extremely lively this year, especially in the capital market. According to incomplete statistics of glaucoma, as of now, six men’s care brands have received financing this year, namely Dear Boyfriend, Blue Line, Li Ran, Menxlab Manshi, JUST A COOL BRAND, HeyBro. They have been established for a short time, but most of them have received several rounds of financing. Of course, 4 rounds of financing were completed in 8 months, and the accumulated financing amount was nearly 100 million yuan. It can be seen that the capital market has regarded the men’s care market as another main battlefield after makeup.
But it is worth mentioning that these men’s care brands, which are enthusiastically favored by capital, have not emerged on Double 11. So why is capital optimistic about them? Can the next “perfect diary” be born in the men’s care market?
Fancy is the market potential
In recent years, men’s care has been one of the fast-growing categories, especially online. According to the “Report on the Development Trend of Chinese Cosmetics and Cosmetics in 2020”, the online transaction volume of men’s care products in 2019 increased by 24.5% year-on-year. According to the beauty trend report released by Tmall in the past three years, male makeup consumption has maintained a three-digit growth for three consecutive years. On the first day of the first wave of pre-sales on Tmall Double 11 this year, the “male makeup” series ushered in an astonishing explosion. The stock of imported male makeup products increased by over 3000% year-on-year.
Along with the rapid growth of the market size, a large number of cutting-edge men’s care brands such as Li Ran, Martin, Zuo Yan You Se, Zun Lan, Dear Boyfriend, Hearn, etc. have sprung up rapidly. According to Cai Guohao, the person in charge of the men’s section of Yalijie, told Qingyan: “The men’s care market is developing rapidly now. You may have never heard of many brand names before, but they have been able to sell for more than 100 million years.” p>
In addition, male consumers’ perceptions of cosmetics have also undergone a great change. According to the “2019 Male Skin Care Consumption Trend Report” released by CBNData, 80% of post-90s/95s have developed the habit of skin care in college and before. And they have become the main consumers of online male skin care products, accounting for about 60%. In the past year, the post-95s have surpassed the post-90s and become the largest consumer in the online male skin care market.
So in the view of JW’s founder Wang Xiaobin, the reason why capital is keen to invest in cutting-edge men’s care brands is that, on the one hand, consumer products are now a hot spot for capital investment; on the other hand, because men’s care products are a blank spot in the market , Has great potential for development.
It is difficult to survive offline without a channel background
Just a few years ago, the men’s care market was dominated by big brands, especially offline. It is understood that at that time, the mainstream offline channels were not the products launched by big brands like L’Oréal Men in order to expand the product line, or the men’s care sub-brands like Gough incubated by the cosmetics group. It is difficult for men’s care brands that do not have a strong corporate background to survive offline.
In this regard, Cai Guohao believes that this is mainly related to channels. He said: “In the past, men usually bought cosmetics in supermarkets, and the supermarket channels were mainly self-purchasing, so the more famous the brand, the better the sales. In addition, these big brands themselves are in the supermarket channels. After years of deep cultivation, men’s care products or brands launched by them naturally occupy most of the market share, and it is difficult for new men’s care brands without a strong channel background to compete with them.”
In recent years, there have been many new-born companies that are not afraid of tigers who want to grab food from big brands, but most of them have failed.
For example, in November 2011, male care brand Masculinism officially announced its entry into the CS channel in Beijing, and quickly completed the expansion of agents and terminal stores nationwide within a few months. As of July 2013, the number of outlets of its offline channels has reached more than 7,000, of which Watsons and Supermarkets total more than 3,000. At that time, the goal of masculinity was to become the number one brand of male care in China.
However, masculinity soon fell silent, except for the news that the Koreans became a shareholder in 2014, it was rarely mentioned by the industry. According to the information checked by Tianyan, now the parent company of the brand, Guangzhou Max Langcheng Men’s Cosmetics Co., Ltd., has been revoked its business qualifications, and the masculinity brand has become history.
Excerpted from Tianyan Check
In addition, there are many new men’s care brands that emerged around 2012, such as sharpness. At that time, the brand also used CS channels and supermarket channels. By 2013, it had more than 1,800 offline outlets across the country, and its annual retail sales reached 200 million yuan.
“Sharpness was really hot for a while, but nowadays it is rarely seen in offline channels. The reason is the channel. In fact, in the CS channel, the field of men’s care has been tepid, mainly because Customers in cosmetics stores are basically women. Like our men’s products sold in cosmetics stores, we basically adopted the idea of letting women buy them back and give them to men. So at that time, it was difficult for men’s care brands like Sharpness to be in CS The channel has taken root, and in the supermarket channel is not able to compete with the big names, so it is difficult to have a breakthrough development.” Cai Guohao said.
At the same time, he also believes that the reason why many new men’s care brands have emerged in the past year or two is due to changes in channels.
short videos are boosters
In this regard, Huang Kai analyzed: “Nowadays, most of the emerging men’s care brands are Internet brands. At the same time, they all have several common labels, such as the brand’s short establishment time and the team’s Internet genes. , There are no offline channels, brand endorsements are relatively weak, sales channels and marketing are mainly in e-commerce.”
Obviously, e-commerce channels have become the main channel for the growth of cutting-edge men’s care brands. However, as early as 2011, when masculinity entered the CS channel, another men’s care brand Jewell had already entered the Tmall Mall. By 2014, the brand’s sales had exceeded 100 million yuan, and it had occupied the top spot in men’s skin care sales on Tmall for two consecutive years. But as the big names brought their own men’s care products to Tmall, Jewell quickly lost the battle and gave up the top spot.
According to the 2015 Tmall Double Eleven data, Jewel’s sales ranking has fallen to third place, and sales are much lower than Goff and Nivea. In addition, among the top ten brands in sales, there are only three domestic men’s care brands: Jewel, Sharpness, and Boston.
In comparison, the market share of domestic men’s care brands seems to be less than in 2015. But in fact, mainstream e-commerce platforms such as Tmall only give these new men’s care brands a relatively friendly channel environment, but not Their main battlefield, what really made them rise rapidly in the past two years is the rise of new media such as short videos.
With the emergence of new media platforms such as Xiaohongshu, Douyin, and Live Broadcast, the distance between brands and consumers has been narrowed, and their dependence on channels has also been greatly reduced. Huang Kai said about this: “The mainstream people who use men’s skin care products are those born after 85~00. They are the audience of these new media and short video platforms. So those men’s care brands without channel background can Through these platforms, we can directly and efficiently connect with target consumer customers and no longer rely on channels too much.”
So these new men’s care brands are willing to invest in short video marketing. According to Cai Guohao to Qingyan, many new men’s care brands currently spend about 20% of their sales in short video marketing, and spend up to 30% in the entire marketing promotion.
Who is the “perfect diary” in the men’s care market?
Using online as the main channel and attracting traffic through new media platforms, these cutting-edge men’s care brands play almost exactly the same way as cutting-edge cosmetics brands such as Perfect Diary and Huaxizi. But whether it is Perfect Diary or Hua Xizi, it is not easy to replicate their success.
According to the data of Tmall flagship stores of various brands, the highest sales volume is an amino acid facial cleanser priced at 84.9 yuan, with a total sales volume of 130,000+; my dear boyfriend is the best seller on Tmall. fragrant shower gel, total sales of 46,000 +, priced at 69.8 yuan; blue line Men’s skin care gift Set highest sales, total sales for 7770, the price is 109 yuan; the highest HeyBro is an anti-hair loss selling liniment, The total sales volume is 7511 and the price is 114 yuan.
From the brand’s flagship store on Tmall
In addition, Menxlab and JUST A COOL BRAND have not yet entered Tmall. According to data from JD.com, Menxlab Manshi’s highest-selling anti-dropping shampoo is priced at 149 yuan, with only 70+ cumulative reviews so far; and JUST A COOL BRAND’s highest-selling BB cream for men, the price 129 yuan, with a total of 7000+ evaluations.
From the brand Jingdong flagship store
At present, it is of course the most outstanding brand in the market. In addition to the two major e-commerce platforms, Douyin has a layout. According to data from Feigua, the brand’s highest sales volume on Douyin in the past 30 days is “Recommended by Lao Luo” Deodorant Clothing Eau De Toilette Spray”, showing that it sold 13,000 pieces.
Intercepted from Feigua data
Although it is still far behind Perfect Diary and Huaxizi, Rome was not built in a day. At present, these cutting-edge men’s brands are young enough and have formed a certain degree of voice in the market. With the blessing of capital, they must be It seems that it is not impossible to create a perfect diary in the nursing field and compete with foreign brands in the men’s nursing market.
This article is from WeChat official account:Glaucoma (ID: qingyanwh), author: Yu Jue