Sui Department Stores Compete For "Male Consumption" Cake

Last Sunday's father's day, the major department stores in Yangcheng almost all launched a deep discount marketing campaign, which could be compared to the past mother's day and 61. In addition to the traditional men's clothing, some men's cosmetics, skin care products and perfumes were also added to the discounted battle.

"Before father's day,

Business promotion is no longer "heavy female light male".

All along, the best money for women and children seems to be a consensus among retailers. However, with the rise of male consumption power, this pattern is changing, and businesses are beginning to focus on men's wallets.

Last weekend, reporters visited the city and found that unlike father's day in the past, only a few activities on weekends were different. This year's father's day, whether it's atmosphere or discount, is similar to the previous mother's day and children's day.

Xinguang department stores launched a joint sale twice a year last week, most of the clothing and footwear products were below half off; the East Department Store launched 1 yuan for men's clothing, 2.5 yuan for women's clothing, and 1 yuan for women's clothing for 2 yuan; Guang Bai Department Store held 12 yuan stores in Beijing Road store, Tianhe Zhongyi store, new one store and so on, holding a discount of 300 yuan to 100 yuan; Wangfujing department store had a single cabinet full 300 yuan reduced by 150 yuan; cross department consumption in Chinese department store was reduced by 300 yuan; Guangzhou friendship.

Apart from the deep discount of men's products, some department stores also promote the promotion of women, children and even electrical appliances. The slogans such as "Thanksgiving father love", "fatherly love" and "family's happy father's Day" are also everywhere.

"Last year father's Day sales of men's products were very good, so this year we not only increased the intensity, but also expanded the scope."

Jiang Guoyuan, deputy general manager of Guangzhou friendship group, said that compared with last year's father's day, Guangzhou friendship sales increased by 50%.

It is reported that Xinguang three days of special membership, passenger flow increased by 60% compared with last year's activities.

Men's cosmetics consumption is booming.

Nowadays, the men's counters in department stores no longer only have suits and shoes, but are more detailed categories of men's products counters: casual wear, accessories, shoes and even cosmetics.

In the Guangzhou friendship World Trade Center "gentlemen's Pavilion", there are more than 100 men's clothing brands, and men's products are less abundant than females.

Some businessmen say that this year's men's cosmetics have become a dark horse on father's day.

In the cosmetics area on the first floor of shopping mall such as Guang Bai, friendship, Tianhe and so on, Biotherm, Shiseido, Clinique and other special counters have dedicated men's skin care gift boxes to father's day.

The products range from cleansing milk, after shave water, moisturizing cream, eye cream, cream, shampoo, conditioner, hair mask and even men's perfume to women's skin care products.

According to a hundred Biotherm salesperson, "there are many consumers who buy men's skin care products during this period. Most of them are women. For men who are 25~40 years old, working pressure is high and irregular work and rest, it can be said that by our father's Day promotion, our men's skin care products are on fire again."

Another cosmetics salesperson also said that although men's skin care products were not complete with women's skin care products, sales accounted for 20%~30%.

Reporter's notes

Serving "male power" is a required course.

From this year's father's day, every big department store to compete for men, playing the deep promotional card, once again confirms the gradual rise of male consumption groups.

In recent years, the proportion of male consumption in Guangzhou has been increasing. At present, most shopping malls have reached 30% of total sales, and individual shopping malls have even reached 40%, which is almost equal to that of female products.

Some market participants pointed out that with the accumulation of social wealth, richer social life makes men's thirst for non essential substances unprecedentedly strong, especially many Post-80's fathers pay more attention to appearance and enjoy life.

So, how to grasp this trend and serve this "male power" will undoubtedly become a compulsory course for businesses.

Because relative to female consumption, men have a strong consumption purpose, although the frequency of shopping is far less than that of women, but the turnover rate is high, and the amount of consumption is higher.

In addition, compared with female consumers, male consumers are not sensitive to price, and their loyalty to brands is higher and their consumption is more rational. Therefore, the attraction of price marketing to men is often not large.

Therefore, whether it is the arrangement and placement of men's products, or the marketing activities launched, businesses should further study men's consumption psychology and behavior, highlight their individuality, display their personal characteristics, emphasize experience and even highlight their identities.

Because the male consumer market is promising.