What Kind Of Pain Do Male Electricity Providers Solve For Male Consumers?

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Men emerge in endlessly

Emerge in front of the public.

In the eyes of entrepreneurs who stare at "male consumer groups", there are a group of men who are seeking to dress and have a certain material foundation.

Demand, however, can not be satisfied for various reasons. The survival space of male business is growing.

In addition, in today's "straight male aesthetic" has been a lot of Tucao today, entrepreneurs believe that "cock wire straight man" aesthetic can still be educated and saved, and the

The potential is undoubtedly underestimated.

They feel that male electricity providers are promising.

Although there are far more male electricity providers on the market now, the specific market size is still unknown.

There were many reports of male consumers, but most of them focused on men's 3C consumption. Many reports still obscure the identities of buyers when analyzing online shoppers.

At the same time, the so-called male electricity providers are still in the initial stage, and the specific development remains to be seen.

Male e-commerce as a vertical e-commerce, the male population as the symbol of the division, this point and mother and infant e-commerce, female e-commerce is similar.

In essence, it is "a porter of integrated electricity providers", and does not create new SKU itself.

So, what kind of pain do male electricity providers solve for male consumers?

From the perspective of consumption habits, women's shopping decisions are relatively emotional, and most favorite items are high margin, such as clothes and cosmetics.

Men's shopping decisions are more rational, like to buy standardized products, especially 3C appliances such low margin products.

But for clothing, cosmetics and bags, women like to buy high Maori goods, and the frequency of men buying is very low.

Rational consumption thinking makes men shopping in pursuit of high efficiency, shopping process is more direct, according to the need to go straight to the target to complete the paction.

Therefore, when facing styles and clothing, people who are accustomed to buying "standard products" do not know what to buy.

Three modes of male electricity supplier

According to the characteristics of male shopping decisions, the mainstream male electricity providers have found the following three modes:

(1) content editor + product recommendation

A part of male electricity providers have started the work of shopping guide and screening, through the content production guide to improve men's fashion taste, create men's clothing needs, attract a batch of traffic, and at the same time, select the original varieties into a few items, so that men can purposefully go online shopping.

This can also be subdivided into one category, the main content, tell the male consumer goods detail differences, attract traffic through content, and then flow to specific electricity suppliers and brands, such as some fashion WeChat public numbers.

Strictly speaking, this kind of electricity supplier is not an electricity supplier, but what they do is diversion.

(2) community + price

Rational shopping decisions also enable men to pursue cost-effective consumption.

So a part of the electricity supplier on the basis of the original male user interaction community, use the set list, group buying and other ways to lower the commodity price, so as to achieve the high cost performance to attract the male user's effect.

(3) private customization / subscription

In view of the characteristics that male consumers do not want to shop under the shop, part of the E-business has launched personalized service to collect personalized user wear habits, dress style preferences, size and so on, and even tailor the door to tailor them for personalized customization.

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On the whole, male traders reorganized the originally scattered commodities, hoping to improve paction efficiency.

However, it seems that in addition to some bright spots in the content production guide, other functions can be realized in the integrated electricity supplier, so the problem now comes.

After solving the awkward problem of "straight male aesthetics", can male electric providers fulfill the sacred mission of "improving paction efficiency"?

Can efficiency improve efficiency?

As mentioned earlier, for male consumption habits, male electricity providers have made an increase in efficiency, but in practice, they may not be able to achieve the desired results.

First look at private subscription and subscription mode. For single male users, it seems that the efficiency has been improved and the fitting time of offline shop has been omitted. This is not necessarily the case from the electricity supplier itself.

At the initial stage of development, users are few, and the electricity providers can cope with these private customized services. However, if the traffic volume increases in the future, the recommendation of data programs is imprecise and not only exists in male electricity providers, but the low efficiency mode of artificial services is difficult to support large-scale traffic.

In my personal experience, the style and size of clothing will inevitably be biased when I send in the trial mode. How to reduce the cost of logistics is also a question worth considering.

Another problem is brand.

At present, the mainstream male electricity providers are all platforms, and do not involve specific clothing brands, while men have high rate of purchase and high brand recognition when they consume. This will make men downplay their loyalty to the platform brand: as long as I buy this brand of clothing, which electricity supplier does not matter.

So, is it necessary for the electricity supplier to do the self brand clothing? However, it takes a lot of time to build a self brand brand, and it is hard to make a brand in the short term, and the electricity supplier needs to organize its supply chain to form a garment production line. A very light business suddenly becomes a monster and its efficiency is worrying.

This problem is also worth thinking about male business.

Male consumer market remains to be developed

Overall, I am still conservative and cautious about male business.

There is no such thing as men and women. Women are the main consumers of clothing, so there are lots of female business providers.

Objective conditions, China's male consumer market does not have enough large number of basic support, male consumption habits still need to be guided and cultivated.

The lack of long-term support for traffic, the survival of vertical electricity providers is still relatively difficult, at least difficult to accommodate a large number of male electricity providers.

In terms of subjective conditions, the frequency of men's independent consumption of clothing is very low. Compared with foreign men, domestic men may be more conservative. Traditional culture emphasizes that men's labels are more simple and generous, and support their families. Personal appearance, personal interest and material enjoyment have become secondary factors. Dressing and make-up are easy to be ignored. Only when there is a certain economic foundation, can we slowly start to consider the development of personal interest.

If it is not the advantage of shopping guide, the integrated electricity supplier can also solve the problem of men's installation.

Without male electricity providers, relying on the original comprehensive electricity supplier, male consumers can also live well.

Of course, if this wave of male electricity providers can be used to guide and cultivate male consumption habits and create a demand for expanding the male consumption market in the future, then the vertical electricity supplier will become a potential demand for men just now.