Male Consumption Awakening Male Electricity Supplier Ushered In New Changes

"Buy 2-3 pairs of sneakers a month, 30 pairs a year, and spend 30 yuan on shoes for the whole year in 2018," said Akawa, a 23 year old graduating student.

Back to 2 years ago, it was still another scene.

The founder and CEO Wang Xing of the US group network once mentioned a market value of consumption concluded by investors in the absence of meals: girls > children > young women > old men > dogs > men.

The male "do not give up" is at the end, even worse than Wang Xing Ren.

This is the cognition of the market to male consumption power for a long time.

But now the situation is changing, the rise of male consumption power has attracted the attention of the market and investors.

Taobao's 2018 China Men's consumption report shows that female users open Taobao 10 times a day, and male users reach 7 times a day.

Among them, "Chao card" is a high frequency vocabulary search for men after 00, and the search volume is over three hundred million.

The network "his economy" is exploding huge energy.

Especially young men represented by the 95 generation, they pursue the trend and pay attention to the value of colors, thus creating new consumption demand.

In April 2019, the "shoe" trading platform "poison" won the DST round A round financing, and set off another round of discussion about the rise of male consumption.

According to people familiar with the matter, the GMV has exceeded 10 billion yuan in 2018.

Before the poison, the YOHO BUY BUY, which started with the trend magazine, has been ploughed for more than ten years in the field of electric power business.

Its recent on-line shoe trading platform "UFO" also showed a rapid growth momentum.

In addition, bullfight DoNew, nice and other platforms are also competing to enter the battlefield. The battle for "male wallet" is on the verge of fire.

Male consumption Awakening

Akawa first came into contact with poison in 2016.

In November of that year, after more than 1 years of registration, the drug finally launched the purchase function and guided the buyer to the seller's store, which is similar to the function of the "identification net" of the tiger community.

Until August 2017, the poison was formally launched on the paction function, completing the closed-loop paction of the platform.

Relying on the early stage, "around the identification of sneakers, and the initiative of the sneakers users to share the" community atmosphere ", the virus quickly attracted a large number of young male users to stop.

Ah Chuan revealed that before that, the frequency of his purchase of sneakers was about 10 pairs a year, but since he became a "deep" fan of "poison", the frequency of shoe buying has now been "Crazy" to 2-3 pairs per month. "At the beginning of the year, we have bought 10 pairs of pairs," Akawa said.

During the double eleven period in 2018, the poison App surpassed Taobao and Jingdong in the first place, and became the fourth place of apple APP Store free download total rankings and the first ranking of sports downloads. It became the "double eleven" largest online shopping platform black horse last year.

According to the data of Yi Guan's thousand sail, the number of monthly users of poison App has reached 1 million 400 thousand in March this year.

In the capital market, poison App has become a sweet potato. As of now, it has already completed the 3 round of financing, and there are many famous institutions such as Sequoia, DST, and Gao Rong.

According to previous reports of lazy bear sports, the valuation of the toxic App has exceeded 1 billion US dollars, and few external managers have access to it. It is likely that there will be a direct listing plan.

In addition to the poison, the goods were also sold online at the end of last year, and the "shoe UFO" was cut into the two class shoes Market (the two level market for sneakers).

According to the prediction of YOHO! Group CEO Liang Chao, the business growth of UFO in 2019 may reach 300%-500%.

And another competitor of this track, bullfight DoNew, has also made achievements after its revision.

In April this year, the bullfight DoNewGMV has reached nearly 50 million yuan.

Tidal current e-commerce platform has become one of the main force of revenue in recent years.

In 2017, the scale of the recognition trade was more than 2 billion yuan, and the high-end footwear business on the platform with a unit price exceeding 1500 yuan increased by 300% per month.

Zheng Yanbin, managing partner of C capital (C Ventures), said, "the rise of the two class shoes market is largely due to the contradiction between supply and demand".

He said, for example, Nike and ADI and other big brands issue 100 pairs of new sneakers every time. The Chinese market can usually only allocate 3 pairs, and the proportion of 3% is far from the proportion of China's 20% of the world population. This gives a large number of opportunities for second-hand trading platforms.

To this end, C capital's team has also come to contact with mature foreign shoe trading platforms such as GOAT, Stadium Goods and StockX. Finally, they have chosen to be a leading supplier of tens of millions of dollars in E+ round financing.

In terms of users, the consumption awakening of Chinese male consumer groups, especially after 90 years, largely contributed to the current trend of e-commerce platform.

In the portrait of App, young users under 30 were 60%, more than half of them were male users after 90.

A senior tennis collector, named "eight ring", has done a lot of madness for buying shoes.

"For a Aj1 to be sold, from the school to the Raffles gate in Chengdu, an overnight team was storming through the wind and rain. After taking lots of shoes and grabbing shoes, they took the motor vehicle to the other city at 6 o'clock in the morning to prepare for their shoes. On the way, they learned that they had not signed the lottery and arrived at the station and bought the ticket back."

Eight quit oneself summed up, "boys for shopping crazy, really no girl anything."

In the shoes purchased by Ba Jie, the lowest price is roughly 1000 to 2000 yuan, while the limited edition is mostly about 8000 yuan.

He said that the cost of buying shoes has not been carefully calculated over the years, but "there are definitely tens of thousands of dollars a year."

According to a QuestMobile data, in China, the monthly living scale of high consumption men (i.e. online consumption is above 1000 yuan) and mobile shopping behavior preference is about 87 million.

Among them, under 30 years old, unmarried men are the main force, they are the most favorite groups to buy and buy.

"The growth of their economic and cultural conditions determines that their understanding of consumption is relatively mature, and their demand is more personalized. They do not exclude new brands or even domestic brands. This brings good opportunities to the trend of e-commerce platform," said Xu Ying, executive partner of Xiang Feng investment.

Male electricity providers explore the way

The e-commerce platform around "men's business" has been around for 2013 or 14 years, but soon disappeared.

At that time, most people aimed at the field of "dress matching".

In 2014, a male cross-border e-commerce platform named XY began to rise. The main thing is to provide a one-stop lifestyle solution for male consumers to guide men's high-end lifestyle.

But at the beginning of the game, the founder of XY, Luo Xuan, was cut off.

"Just sat down for five minutes, and the investor stood up and left," Luo said. "There are many investors who don't even ask details. What do you do in this field? There's no future at all.

And investors say, "you are a good team, how to do this?" at that time, when the venture and financing were the craziest, there were hundreds of tens of millions of financing news from other industries.

In the end, IDG's partner army still invested in XY.

According to Lou Jun later recalled, after the investment news came out, many colleagues do not understand, "think the ceiling is too low, the audience is too narrow".

To this end, he wrote several research reports to explore why people spend money on shopping. It explains the difference between men and women in consumption patterns, and the difference between 80, 90 and 00.

But it turned out that the building army still looked at it.

For the domestic consumer market in 2014, XY did too much ahead of schedule.

After winning millions of US financial capital in 2016, both XY and IDG have no more financing.

XY is fading away.

This is the embarrassing situation faced by China's male electricity supplier market at that time.

Even if it is well developed now, it will also struggle in the first few years.

Cheung Fung investment in 2012 has invested tens of millions of dollars in B round of financing, but according to Xu Ying, "just put in those years, goods are very difficult to live".

"At that time, some investors' queries focused on the positioning of the goods platform. When the goods came out, the price per passenger was an average of 300 yuan. They thought it was so expensive. Is your user base small?"

Xu Ying said.

2012 and 2013 is the era of "universal customers" and "universal brand".

Someone once advised YOHO! Group CEO Liang Chao, "if the goods are too expensive, will they do something cheap", but Liang Chao insists, "if so, what else is special about my product?"

At that time, more investors threw out the question: what is the tide and how to define the tide card?

"Men used to pursue simpler and better consumption in the past, but now the personalization and diversification of consumption are becoming more and more prominent". This is Liang Chao's perception of the changes in domestic male consumption market in recent years.

He believes that not only the needs of consumers are more and more individualized, but also the pursuit of fashion. At the end of the supply chain, there are more and more domestic personalized wave cards.

In 2017, the GMV of the cargo platform reached 3 billion 400 million yuan, and its GMV growth rate reached 50% in 2018.

Liang Chao revealed that the average sales growth over the past three years was 50%-100%.

Among them, male users contributed the vast majority of sales.

At present, the registered users of goods platforms are 6:4, but the ratio of male to female is 7.5:2.5.

In addition, Liang Chao revealed that the frequency of male users is not as good as that of women, but the price per passenger is higher and loyalty is better. "The rate of repeat purchase is 25% higher than that of women", Liang Chao said.

After getting the E+ round financing of C capital investment, YOHO has accelerated its expansion in the whole channel.

At present, in addition to online e-commerce platform, goods also opened in Nanjing and Shanghai two brands of offline brand shops.

Where is the boundary of male business?

From the point of "high-end clothing matching" to the influx of tide brand electric providers, the attention of China's male electricity supplier market has changed dramatically in recent years.

But from the present point of view, these platforms that attract male consumption groups pay more attention to sports brands, and whether such opportunities are equally great in other subdivision fields, which is worth studying.

Take the "CHAO", which is known recently as the grass planting platform for men, for example, the application of the on-line measurement system in February this year is similar to that of tiger flapping. It is hoped that the community property of male oriented will be pformed into a community with a closer distance to the money, which is known as the "red book" of the male version.

Open the front page of "CHAO", and you can see all kinds of grass contents such as "skin care, wear, digital, sports shoes" and so on.

In accordance with the idea of knowing, they hope that male users can also be moved by these delicate grass contents like females, thus buying behavior.

But many people in the industry say they are not optimistic about this model.

Liang Chao said, "the most important thing for an e-commerce platform to focus on is interest and not to cut men and women".

Xu Ying also said that although men's spending power has improved significantly in recent years, men's consumption and women's consumption are not the same.

"Women are more emotional, and more comfortable with the recommendation of KOL, and the whole grass planting process will be smoother. But whether men are suitable for such a way of consumption remains to be seen, at least not fully replicated. If it is the same, there will be no need for an independent platform to serve male users."

However, similar to CHAO's exploration of content ecology, it has been verified by many electronic business platforms.

Taking poison as an example, it has been rated as the most loyal shoe trading platform by various platforms, and its rich and professional community content is the biggest magic weapon.

Akawa said that every day it would browse for hours on the poisonous App. Besides simple buying behavior, it would also visit the community and watch the sharing of shoes.

"Drying shoes, drying things, basking in the sun, catching up, sharing the journey, discussing the knowledge of the shoes and the trend, you will get to know a lot of like-minded friends."

Now, the product category of poison App is no longer confined to sports shoes, but also has developed watches, digital and even model toys. From these "straight men" attributes, we can know that poison App is also creating its own male grass planting community.

Liang Chao disclosed that in order to maintain user stickiness and increase the rate of repeat purchase, the goods have just upgraded the channel of "App" to a grass planting community.

However, for most investors, although the tide platform is rising, they still do not think this can be equated with "male electricity supplier".

"This is totally two concepts," Xu Ying said. "You can only say that there are many male users, such as goods and poison, but they can not be positioned as male electricity providers."

"Under the diversified demands, we emphasize that men and women are of no value. We should not even separate men and women from discussions."

Zheng Yanbin also believes that every Unicorn enterprise, from the initial stage of development to its unicorn, must be constantly iterative.

Even at the very beginning, the position of male business is likely to change.

"Every six months to update their business models according to the changes of the draught, this is the adjustment ability of excellent enterprises.

For example, now there is an independent shoe trading platform that has its own "UFO," which is the embodiment of the company's ability to innovate continuously, Zheng Yanbin said.

But what opportunities do we have in the market for male consumers? Many investors and business leaders have mentioned "beauty makeup protection".

"Boys' skin care products will be a very important development track in the future."

Liang Chao mentioned, "but the key is to find an incremental market from Taobao and Tmall's stock market, giving new content, otherwise there is no meaning."

Author: Dong Jie