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There is a widely circulated paragraph that the spending index ranks “woman>child>old man>pet>man”. In the past perception, it was a thing not to think about taking out the money in the straight men’s money bag.

Straight men really don’t spend money?

Only looking at the data. Data from QuestMobile shows that the number of male mobile Internet users in my country has reached 590 million in 2018. There are more single men than women.

The research report released by the Boston Consulting Group in 2017 shows that the types and quotas of male consumption in China are increasing, while for online consumption, the average annual expenditure of men exceeds that of women, reaching 10025 yuan.

Compared to the red sea of ​​the female consumer goods market, straight men are a huge market that has not yet been fully developed.

Huhoo, with millions of precision sports enthusiasts, is arguably one of the Chinese Internet communities that knows straight men the best. As early as 16 years ago, Chicago, Cheng Hang, and several enthusiastic basketball enthusiasts established a “hoopChina” (that is, Tiger Punch China) basketball forum. Initially, I only used my spare time to organize and translate some foreign basketball news.

Today, Hupu has developed into a Chinese male community with over 70 million registered users on the entire platform. And the investment has incubated the unicorn “Poison App” with a valuation of more than US$1 billion in 2019. (now renamed to “Get Things”).

Therefore, it is more difficult for male brands to enter a new market successfully. Existing users have been firmly occupied by the original brands, and it is difficult to dig out some new budgets from them.

Chaos: What are the changes in the consumption behavior of young men? What is the reason for this change?

Cheng Hang: The first point is that the financial burden is light and consumption is more self-contained.

Different cities and different social classes have different characteristics of consumption, but the commonality is that this generation of young people has much less pressure on housing registration than the previous generation. Both his parents and grandparents may have their own one’s house. So their balance sheets are very different from ours at the time. These young people may not have particularly high wages and earnings, but their net worth is actually pretty good.

The young people in universities and high schools in China have relatively low financial burdens, which has led to an idea similar to consumerism: if I have money, I should spend it in time. Whether it is spent on games, live broadcasts, or makeup to become beautiful.

Previously, male consumption was mainly in household consumption such as real estate, automobiles, and education. Once the income level rises to a certain level, family expenditures will first be inclined towards children, women, and ideological fields.

This gives us an illusion. Earlier we thought that retail consumption on the Internet seemed to be driven by women. In fact, this is a female first move process.

Men are now rising within the original consumer product range. For example, there was a hot facial cleanser for men some time ago. In the past, it was a good habit for boys to wash their faces every day. Now they not only have to wash their faces, but also choose a facial cleanser with different functions that suits their skin type.

The second point is that epidemics happen simultaneously, and men also love tides.

In the pre-Internet era, the geographical and circumscribed restrictions are still very obvious. For example, the consumption habits of the southwest central cities and the coastal areas of Guangdong may be different.

Now that social networks are flat, everyone sees the same information on Douyin, Weibo, and WeChat. Therefore, the synchronicity of young people in the country in fashion trends is much higher than before. For example, a new pair of shoes is released, and its spreading potential erupts across the country in an instant.

The changes in consumption scenes and media environment have caused men to rise rapidly in the originally atypical consumption range. For example, tide shoes were originally a very small consumption. With the pursuit of coconut, AJ and other brands by men, this has gradually become a trend-leading consumer for men.fee.

Chaos: What motivates male users to consume online?

Cheng Hang: Men are obsessed with data and evaluation indicators.

When buying a car, men will be concerned about the acceleration and displacement data from 0 to 100. But in actual driving, many people simply can’t feel the difference.

The same is true for 3C products. Whether they are mobile phones or graphics cards that men like, they are more concerned about how much faster the CPU is than others, and how much faster the frequency is than others. These are the key factors for men to choose a product.

Men pay more attention to comparability, and the difference between you and me is particularly important.

Women’s shopping is an inward consumption judgment. They will consider whether this product is the most suitable for me. And male consumption is outward. What is the difference between my phone and yours? This is the most critical decision indicator.

Many of male consumer goods are marked with numbers. For example, Mercedes-Benz’s s series is better than the e-series. But for girls, if she was told that Chanel No. 5 is better than No. 3, no girl would feel it.

The above are the common characteristics of all male consumer products.

With the rise of social networks in recent years, men’s demand for explicit things has awakened very quickly. The trend of shoes and clothing is a very representative symbol. The most important thing for the younger generation of men is the two pieces of mobile phones and shoes, which are the signs of their external appearance and social identity.

Chaos: Why did you choose the male market?

Cheng Hang: The reason we chose the male market is simple, because we don’t know much about women. I don’t even understand the female relatives in my family. Why do they say such things? Why don’t you like the gift? We can’t even manage this, how can we do business?

And we know very well what boys like. Some time ago, we tried to sell cosmetics on e-commerce, but about 70% of our platforms were boys. Later, we found that the best-selling ones were thousands of cosmetic gift packs with various cosmetics.

Later consumer research shows that boys actually don’t even know what the difference is between various cosmetics, so I buyIt’s never wrong. Such a big gift bag, there will always be a girl like it.

It’s easy for us to understand why men think so, but why girls like this rather than that. We don’t quite understand.

Chaos: What other growth directions for the male economy?

Cheng Hang: In the future, becoming beautiful will be a particularly big direction.

There is still much room for reconstruction and innovation for men’s shoes and clothing. However, the head brands of tide shoes are Nike, Adidas, LV and other big names. They are themselves very powerful design companies, supply chain companies, and international companies. They have very strong market capabilities. So in terms of tide shoes, there are barriers to entry for emerging brands, and there is not much room for it.

On the contrary, the apparel market has more space. The first is because the barriers to entry of clothing are relatively weak. Secondly, the leading domestic apparel brands started with sportswear, jackets, formal wear, etc. These categories are gradually disappearing into the vocabulary of young people.

For example, shirts and formal wear were the must-have items in every boy’s wardrobe. They must be worn at least when they get married.

Now that the trend is escalating, many young people don’t wear suits when they get married. They wear Supreme, Gucci and other tide shoes to get married. This is already a widely accepted thing.

In fact, the entire category of clothing to accessories, even watches, socks, etc. can be done again, which has a great chance.

Along with the theme of beauty, male micro-shaping, skin care, etc. have great room for growth. In addition, there is the fitness industry. In the video age, fitness may be more effective in improving the appearance and body of boys. Therefore, all kinds of shaping and muscle-building men in the gym are increasing.

The selection and supply chain of live e-commerce is fundamental

Chaos: This year’s live broadcast e-commerce is in the air, has Hupu considered entering the live broadcast e-commerce?

Cheng Hang: Nowadays live broadcast e-commerce has become a very large theme, and each subdivision interval is worth digging.

On the one hand, there is a customer base, and live e-commerce for men, housewives, the elderly, and young people are all