Underestimated Male Consumption Power! "Delicate Boys" Spend Less Money Than Women.

In the past, most of the Chinese men spent most of their consumption in real estate, automobiles, cigarettes and alcohol, watches and so on.

However, with the awakening of self-consciousness and the change of consumption demand, more and more attention is paid to personal consumption, such as buying high-end men's wear, watches, accessories, skin care products, cigars and so on.

For a long time, the commercial value of straight men has long been ignored and underestimated by the market.

In fact, their spending power is more than that of women. They not only prefer advanced consumption, but also the backbone of high consumption.

"Straight male aesthetics" is also regarded as a "derogatory term" all the year round. With the current trend of consumption upgrading, straight men are becoming more and more sophisticated. In many aspects of life, they begin to no longer rely on women's dominance, and begin to pursue self value, but also bring new opportunities to all trades and professions.

Exquisite boy leads fashion dress area

The so-called "people rely on clothes", the consumption changes of straight men are first reflected in the costumes. This time we discussed not the otaku men who didn't buy new clothes for years, or the IT men who only knew the checked shirts and striped shirts, but the middle-class male consumers who had taste, thought of matching, and had a certain consumption ability, or "fine pig pig boy".

According to the relevant data released by the foresight Industry Research Institute, the retail scale of men's wear market has reached 676 billion 100 million yuan in 2017. In the 2016-2020 years, the Chinese men's wear market will maintain a steady growth of 13.1% over the next 2016-2020 years, and the retail market of men's wear market is expected to reach 979 billion 300 million yuan in 2020.

For the first class "pig boys", although accompanied by "drift with the tide", but tide card is the fashion they show the most convenient way, the common tide card includes champion, stussy, evisu, AAPE, BAPE, Supreme, Off-white and so on.

As long as you choose the right brand, the wardrobe's LOGO T-shirt is not easy to make mistakes.

Even luxury brands smell this business opportunity. In order to catch the hearts of millennial male groups, the colder French fashion houses have chosen to deal with tide makers, such as last year's big event in the fashion circle: LV appointed VirgilAbloh, founder of Chao brand Off-White as creative director of LV menswear; Dior Homme worked with American trend artist KAWS to launch the 2019 spring and summer men's clothing cooperation series.

Pig and pig boys pay more and more attention to quality consumption and pay more attention to the style and quality of products, not the price itself.

Therefore, designer brand, designer buyer group store, fast fashion high-end brand and light luxury brand are becoming more and more popular.

Recently, JNBY has launched a new menswear designer clothing brand "A PERSONAL NOTE73".

Before that, JNBY had two men's clothing brands, CROQUIS and SAMO.

Among them, sketch has 308 stores in the whole country, 17/18 revenue also increased 15.5% to 5.65 billion.

At the beginning of this year, H&M's high-end brand COS also set up the world's first men's wear special store in Sanlitun, Beijing, offering the latest 2018 men's clothing series in autumn and winter.

Sports + fitness = sunshine straight man standard

Under the tide of national fitness, male consumers are still in the leading position in the sports market, whether outdoor sports or going to the gym.

The sports industry has continuously promoted the right of speech in the shopping center, and at the same time, it has also stimulated the sales performance of sports equipment, such as sports shoes, jerseys and sportswear brands.

Internet + gym new species are competing: new gym brands like super orangutans, engraved sports, keep, Liking and so on have turned the gym into a "retail store", moving towards "lightweight", redefining the "small group curriculum", accelerating towards high-end, personalized and customized, and rapidly distributing every corner of the city.

This wave of fitness craze is getting capital favor, and the amount of financing has exceeded 100 million yuan. Among them, the super gorilla completed 360 million yuan D round of financing, keep completed 127 million dollars D round financing, 300 million yuan C round music financing, LVMH's fund L Catterton acquired Welsh's fitness in September last year, one of China's largest chain gymnasiums, thus it can be seen that our fitness industry is still in the blue ocean market.

Sports must be equipped with forced sports equipment, which is the delicate expression of "pig boy". We notice that more and more straight men are sharing fitness achievements and sports collocation on social platforms such as little red books and jitter.

Besides brands such as Nike, Adidas, PUMA, UA and other common sports brands, there are also niche brands such as particle fanaticism and Roots.

Beauty skin care -- 15 billion 400 million yuan consumption new field

In this era of looking at the face, cleansing milk + Dabao + Cologne can no longer satisfy the "pig boy" who keeps pace with the times.

In recent years, the signal of men's "love beauty" has been released. All kinds of data and information indicate that men's skin care and beauty make-up will gradually become the next nugget point in the market.

According to a research report released earlier by British mint, the market for Chinese male skin care products will increase to 15 billion 400 million yuan by 2019.

Men's skin care procedures are becoming more and more complex, and the face care market is also growing. Pig boys pay more attention to their skin management. 90% of them contribute 80% of the market.

The entry-level can choose the brand that first enters the Chinese market such as Biotherm, Biore, L'OREAL and so on. Entering class male students will choose LABSERIES Lang Shi, Ke Yan and Clinique of Estee Lauder.

Men of high rank will choose CHANEL, SK2, DIOR, Shiseido and so on.

In the field of products, the major skin care brands are no longer limited to the three functions of removing acne, sunscreen and oil control, but launching a more perfect series of men's skin care products.

Besides skin care, masculine makeup is also the next potential market.

Despite the fact that women are still the main consumers of cosmetic products, with the trend of beauty makeup brands looking for spokesmen for male stars, not only can they attract female consumers, but also a great attraction for the growing male consumer groups.

The estrangement between men and the beauty market is gradually narrowing, and men's idea of cosmetic makeup has come into being in the first tier cities.

According to Tmall data, from August to July 2018 2017, a total of 1 million 550 thousand bottles of BB cream purchased by male users on the Taobao platform were purchased.

In 2018, the number of male cosmetic consumers grew even faster than that of women.

Sum up

Of course, the male purchasing power is far more than three aspects. In addition to physical retail, there are men's special channel, such as YOHO, BUY, HYPEBEAST, HBX, Farfetch, vip.com, etc.

Even if straight men's business is hard to do, brands never give up their straight men's business.

According to the National Bureau of statistics, the total population of mainland China is about 1 billion 390 million as of the end of 2018, of which there are 713 million 510 thousand men and 51.13% of the total population. Such a huge figure also means a strong consumption potential.

A new era of straight men's self-cultivation, should not even be limited to eating out of food and stalls, at least drink a cup of Starbucks.

Shopping centers under the "direct male economy" under the influence of more subdivided and clearer, giving male consumers more choices, the future is definitely a blue ocean.