Is It Possible For Men To Grow Hundreds Of Millions Of Markets For Men?

Can men be "grass"?

As the demographic dividend in the electricity market is gradually disappearing, it is becoming more and more important to create demand in the existing electricity supplier users.

By the end of January 2019, the number of users of grass planting red book with women as the main user was over 200 million, and the valuation was over 3 billion US dollars.

Many people attributed the rise of Xiaohong to the love of grass for women.

Can there be a 100 billion new market in the male sector?

The answer is yes.

Whether it is Baidu post bar, tiger puff, or the big Photography Forum and headset equipment forum, men can see grass planting and weeding each other.

Men are naturally committed to professionalism and cost performance, and most of the time they have explicit buying directivity.

This also determines whether the key to grass planting is not whether the picture is good-looking, but the degree of specialization in vertical subdivision.

At this time, the question before all APP, which is intended to occupy the male grass market, is: who can do professionalism in many subdivided vertical fields with male concern?

According to Tencent's periscope survey, the male grass market driven by professional degrees is extremely fragmented compared with the female grass market driven by the US chart.

In various vertical subdivision areas, most of them have more professional community product cards.

At this time, any APP positioned as a male group is likely to be faced with a dilemma of unclear location.

The rise of poison APP: just sneakers.

The first tiger in the male grass market may be the tiger tiger, dubbed the "straight man community".

As early as 2014, tiger tiger, hoping to cash in on community traffic, went online on the shopping website "identification network".

Similar to "Taobao customer", the mode of identifying goods is very simple. It is to direct the tiger users directly to Taobao mall to buy goods, and the tiger rush to extract commissions from them, with an average return ratio of 6%-8%.

This is indeed a good business.

As of December 31, 2017, the total volume of merchandise trading completed by the company was 2 billion yuan, and its revenue in 2017 was between 1.2-1.6 billion yuan.

In the total income of tiger pads, this part of the business revenue accounted for more than 1/3.

But at this time, it seems that there is a great difference between the identification of goods and the "grass" in the eyes of people today: its clear tool attributes do not produce "seed" behavior.

Until the emergence of "poison APP".

Unlike Hu Fu's self identification, poison APP is only an investment project of Tiger flutter.

Public information shows that the main body of the poison APP is Shanghai's Mdt InfoTech Ltd, the largest shareholder of which is Yang Bing, holding 55%, while tiger pat holding 15%, the third largest shareholder.

The initial goal of poison APP is very clear, that is, "shoes identification" as the core service, to create shoes community and selling platform.

The APP, which was launched in 2016, has benefited from the rapid development of the tool product, which has long been used in the vertical subdivision of shoes and shoes, in 2018.

According to the seven wheat data, in 2018 the iOS application free list, poison APP from the beginning of the 600-800 or so, jumped to the end of the year 50, ranking the first in sports application.

A large number of sports shoe enthusiasts gathered, eventually facilitated the formation of platform communication atmosphere.

Drying, triggering other users to follow up and even buy, planting grass and weeds on the poisonous APP platform is very common.

But this seems to be limited to sports shoes and some sports products related to sports shoes.

Tencent "periscope" found that in the "APP" of the "popularity" column, the vast majority of single products are still sports shoes, its trading volume of more than 100 thousand of the level of common occurrence, in addition to sports shoes, many other sports equipment, tens of thousands of pactions volume is not easy, the magnitude is obviously much lower.

Further look at "digital", "tide play" and other labels, most of the products even have only one digit or ten digit trading volume.

This is still a long way from the current trend of APP trading platform: its influence is still limited to the field of sports shoes. It is hoped that from the field of sneakers to a wider range of male fashion products, the effect is not significant now.

And in the niche of sports shoes, a poisonous APP that has undergone a rapid development has already come to a bottleneck.

According to the data of Yi Guan's thousand sail, its index has not changed much since December 2018.

This is also confirmed in the seven wheat data: compared with the rapid development in 2018, the poison APP in 2019 clearly lost its driving force.

Male integrated grass platform: may never exist.

But almost as poison APP slows down, its existence has attracted the attention of the market.

CHAO is the product of this background.

This online application in February this year is similar to the logic of tiger flapping. It is hoped that the male dominated community attribute will be pformed into a cargo carrying community closer to money.

Open CHAO, its first screen is also not obscure its own position - "the trend of boys and grass communities."

But in terms of content, CHAO appears to be very jumbled compared to the APP, which is dominated by sneakers. You can see the coffee machine on the front page, the harmonica, the wine, the painting, the cell phone, the camera, the ice cream...

It can be said that this is almost a male version of the little red book, hoping to attract male users with exquisite pictures, but much less content.

But obviously, this is obviously contrary to the logic of shopping for men who advocate rationality, professionalism and cost-effective.

A user who tried the CHAO told Tencent the periscope. Even though he saw a good camera on CHAO, his first response was to search for parameters, then open the post bar or the photo forum to find out the evaluation, and discuss the advantages and disadvantages of the machine with others.

At this time, it is not much related to CHAO.

CHAO is unable to pform applications directly from community traffic to commodities.

It is very difficult for men to make decisions, such as women, from a picture to a purchase link directly.

On the one hand, it is significantly lower than that of women at the appearance level, and on the other hand, in the shopping decision, men hope that everything will be controlled by themselves, and the decision-making chain will be longer, which will greatly reduce the success rate of traffic pformation.

This is evident from the iOS list of seven wheat data. CHAO is mostly placed on the list of applications for 3 months, and there is no obvious upward trend.

Not only that, but Tencent's performer has used its APP for two months, and its home page recommended a few points, or even less than 10.

An electric business employee told Tencent the periscope, compared with the solid foundation of the APP shoes, the grass demand created by CHAO is almost a false proposition. In the male grass market, the closer the trading scenario is, the greater the reference value can be provided, and the more likely it is to create demand for men. If we ignore the front trading scenario and directly cut into the grass planting link, it will be a castle in the air and cannot be landed.

This means that the photo driven integrated grass planting platform is unlikely to exist in the male market.

But the male market is not without opportunities.

Ceng Xiulian, a partner in Xiaohong book, told Tencent "first line". In 2018 alone, the proportion of male users in the small red book platform increased sharply from 10% to nearly 20%.

But interestingly, the platform has not specifically targeted male users.

In Ceng Xiulian's opinion, men's needs include cooking, recipes, fitness, sports, sports shoes, fashion and so on, and men's skin care is also increasing. At least on the little red book platform, "I think men's needs are actually nothing different from women's, and there are many neutral needs."

Behind this phenomenon, it may be that more and more people are having sexual needs in the domestic male groups.

Take the beauty industry that is considered exclusively female only for example. According to the 2018 report on fashion consumption after the grass planting generation 95 in 2018, male demand for cosmetics is increasing year by year, compared with that in 2015, the sales scale of male beauty makeup increased by 66.7% after 2017.

For this group of people, its decision-making mode may be closer to women, and more red pages are also preferred.

Unless we can recreate a little red book, we hope that it is not wise to snatch this part of users in the mode of Xiao Hong.

In addition to the neutral demand, the male grass market is still very traditional: all vertical subdivision websites have their own cards to attract male audiences.

It also explains why APP can be favored by some men, but it can not usher in a wider audience.

For most men, to influence their final decision, professionalism is extremely important: those who are more convinced of their own opinions than those who believe in their pictures, only by persuading them professionally and breaking their psychological lines can they really make decisions about buying.

It is extremely difficult for a website to achieve specialization in many vertical areas.

This is the gate of men's comprehensive grass planting platform which is hard to develop.

It is worth mentioning that if we do not want to directly influence men's decision-making and weaken the "seed" process, we are willing to make a tool, and it may also be favored by men.

Among the many male users contacted by Tencent periscope, accident is a frequently mentioned application.

Compared to the traditional "grass and grass" process that creates demand through the content of pictures and words, the "low price information" is more like a tool product, and the text in its community is closer to the evaluation of low price and popular products.

In such a grass planting process, there is no trace of male shopping logic throughout the whole process.

It seems to be the best solution for the evolution of male comprehensive grass planting platform to help men to better purchase their own business.

Only in terms of commercial value, it may be greatly reduced.