Who Opened The Wallet Of A Chinese Man?

Economists once said, "the money of women and children in the world is the best way to make money.

Today, China's male consumption groups are quietly rising. A suit of suits can be worn from early to late ten years ago. Workplace men Now, more and more yearning for and pursuing the high quality of life and work, eager to enter another leisure state after the intense work. The increase in demand will certainly lead to the increase of consumption. Male consumers in China have begun to pay attention to the spiritual satisfaction of consumption in recent years.

Some people say that they have become the world's top luxury brand "God of wealth". Whether the evaluation is accurate remains to be further observed objectively, and an indisputable fact is that their wallets are being quietly opened, and more and more male consumers are rapidly upgrading their taste and pursuit of fashion.

Fundamental reason: the great environment of change

Social and economic changes are changing Chinese men. Consumer The fundamental reason for the change of concept. Now entering shopping malls or department stores, it will be found that whether it is cosmetics or clothing, the classification and display of male consumers is becoming more and more detailed. The counter area of traditional men's consumer goods, such as suits, is shrinking year by year. Instead, it is replaced by more detailed men's products counters: casual wear, accessories, shoes, and even men's cosmetics. Last year, Ecco, a Danish leisure shoe brand, split the original integrated cabinet into three separate parts: Women's shoes, men's shoes and outdoor, in order to provide more service for male consumers. The change of store display is the most direct impression that reflects the change of male consumption demand. Nowadays, the career elites are very different from their parents. They pay more attention to appearance and enjoy life, and the probability of shopping in shopping malls has been greatly improved.

The rise of Chinese male consumer groups stems from the accumulation of social wealth. Social progress has led to the increasingly diversified social status of individuals. Richer social life has made men's thirst for non essential substances unprecedented. This has become the original driving force for the rapid rise of male consumption in China. However, in today's urban living environment, which highlights individuality and highlights personal characteristics, the demand for clothes on different occasions is directly related to the expansion of men's casual wear and sportswear market.

stay Luxury goods In the market, the shopping enthusiasm of Chinese men is even more eyeglasses. Of course, male power is the absolute dominant new rich class. In February this year, a report released by CLSAAsia-PacificMarkets of the CLSA showed that the average age of Chinese millionaires is 39 years old, 15 years younger than that of other regions, and the Chinese are more willing to show their wealth strength compared with the rich in other countries. This has also created a very unique phenomenon in China's luxury market: the proportion of male buyers is higher than any other market in the world.

Booster: supply and demand

The interaction between supply and demand is particularly prominent in the change of Chinese male consumption behavior. The changes in the purchasing habits of these male consumers lead to market segmentation and even root cause changes. On the other hand, the continuous understanding and attention of brand to male consumers is also the main reason for increasing male consumption. Influenced by historical factors, in the 50 and 60s of last century, men and women in Europe and the United States reshape their traditional masculinity under the pressure of female consumption. Men's consumption in modern China is more served by politics. For a long time, the so-called male fashion is led by political figures. Even after the reform and opening up, the rise of male consumption has lagged behind the female market.

Until nearly five or six years ago, as China's emerging market became the new growth point of the mainstream consumer goods manufacturers, the male market was gradually taken seriously and developed. In 2006, L'OREAL group's Biotherm brand first launched men's skin care products in the Chinese market. Since 2007, luxury brands such as Louis Weedon and Zegna have begun to accelerate the pace of opening stores in China. In many two or three line cities, these brands have been touted by local consumers. It is understood that in the four regions of Zhejiang, Fujian, Beijing and Guangdong, Louis Weedon's male customers are extremely active, and the rich villages in some places even go to collectives in the stores. Meanwhile, a series of men's magazines, such as "fashion gentleman", "men's wear", "bazaar man" and "GQ Zhi", have also appeared in the cultural field leading men's consumption, which has further promoted the development of the entire men's goods market.

Main factors: group characteristics

As far as the male consumer group is concerned, the most common feature of the elite men's consumption group is that they are well educated, and their occupations are also highly technical and irreplaceable. A good educational background determines that it is more rational when buying. The so-called reason is not the pursuit of frugality or economic applicability as much as possible, but is more biased towards its own judgement, taking into consideration the needs of occupation and social occasions, and independently cultivating the appreciation ability of the brand. The important thing is that the way of buying and consuming behavior is a complete male behavior. They are different from female consumers. They can go shopping in shopping malls for several times to search for their favorite products. Usually, male consumers do homework before shopping, and then rush into the store to tell the salesperson what they want, and then leave directly after paying. Although the frequency of their occurrence is very low, the average consumption price per guest is very high.

It can be seen that the rapid development of social economy, the change of consumption concept and the fast follow up of brand are the main factors of increasing Chinese male consumption behavior.