UNIQLO X KAWS, Poison APP Outbreak Why Male Consumption Began To Rise?

In the past, we have had a discussion about the new consumption of cat claws, tea and other new products, and today we have seen the rise of male consumption through the X KAWS explosion.

First of all, we need to know that there will be a set of logical support behind the explosion of all brands after the explosion. UNIQLO has made a lot of joint production with super IP, such as man Wei, Naruto and so on. It is also the foundation of the KAWS screen after the joint venture with this company.

What is more interesting is the rise of neglected male consumption. This trend is more prominent in the field of beauty makeup, and is also a trend ignored by many consumer companies. We believe it is worthwhile to explore the underlying logic of male consumption trends through this event.

This is a total of 5855 words. It takes 8 minutes to read this article, but after reading, you will completely change the view of dog consumption.

At 0 o'clock in June 3rd, UNIQLO and artist KAWS jointly launched T-shirt on the shelves. A minute later, netizens were making blueprint in social media: shopping cart was unable to purchase due to insufficient stock.

The 99 yuan printed dolls T-shirt online offline store was robbed of it. In a few hours, micro-blog's topic "UNIQLO joint money was looted" hit the top five of the hot search.

UNIQLO joint T year by year, why this time has created unprecedented prosperity?

Kaws was born in the United States, and became popular for the two graffiti on street billboards. In 90s, street culture in the United States prevailed. Kaws's graffiti creations were widely respected and gradually popular throughout the world. As the works came into museums, incubated derivatives, and brand cross-border cooperation, they gradually became popular and loved.

Symbolic head, XX symbol eyes and strong street culture sense attract many male users. Edison Chan and Shawn Yue are their loyal fans.

And this uniqu X kaws screen grab empty, is also one of the performance of male consumption power rise.

UNIQLO x KAWS, poison APP, CHAO community outbreak, why male consumption began to rise?

The trend of AJ popularity and masculine make-up trend shows the increasing demand for male consumption. With the upgrading of consumption, "his economy" also highlights the huge market vitality.

Many products that focus on male consumption come into being.

Recently, the "poison APP", which focuses on serving male consumption, has been disclosed to have completed a new round of financing. It is estimated that the post investment valuation will reach US $one billion. Meanwhile, its revenue data will also be released.

Data show that in 2018, Gmv will be more than ten billion yuan, and it will be tens of billions of yuan in 2019.

According to the introduction of the "CHAO" community of boys' grass planting community, according to APP, the products mainly provide recommended good products for men, and provide the test of the use of tidal current products, and even set up the channel geek technology catering to the interests of male users.

In 2018, we knew that there was a series of layoffs. In the winter of capital, we began to explore a series of commercialized businesses. Knowledge payment and short video didn't seem to bring considerable revenue to us. The introduction of CHAO community is also a step in the field of layout and business.

UNIQLO x KAWS, poison APP, CHAO community outbreak, why male consumption began to rise?

According to the "2017 mobile Internet payment security investigation report" released by China UnionPay, 23% of men spent more than 5 thousand yuan in 2017, while women accounted for only 15%.

In the Chinese white paper on luxury online consumption, the net price of male luxury goods is 6% higher than that of women, and the proportion of men who consume more than 3 times of frequency is higher than that of women.

It can be seen that his economy is a blue ocean market that can not be ignored.

The concept of "she" has been repeatedly mentioned in the news media. In the past, women have been the darling of the market. People like to study what products women use, women's shopping habits, women like stars, etc., but for men's consumption habits and needs, they are far from detailed and in-depth.

Because men have been weaker in shopping than women, especially fashion shopping.

Why did male consumption demand in the past be lower and consumption performance weaker?

1, the past male consumption concept is more conservative.

The slogan of Hai Lan's home is still in the ear. "Two times a year, Hai Lan's home, every time there are new discoveries."

At that time, Yin Xiaotian wore a colorful polo shirt, and wore a collar to exaggerate the shape of pose, appearing in the big shopping malls of all two or three lines of city.

Two times a year seems to be the ultimate requirement for men to go shopping in early 2000.

The colorful polo shirt has also become the biggest change of men's clothing.

This is the most vivid expression of men's fashion pursuits in those days.

"Men can't be too Niang", "men can't shed tears" and so on, emphasize the concept of masculine characteristics, cut off men and women, and tie up women and fashion.

Therefore, men can not only be unable to be a mother, but also not too fashionable or too fashionable.

No fashion itself seems to be a symbol of men.

UNIQLO x KAWS, poison APP, CHAO community outbreak, why male consumption began to rise?

2, in the past, women did not have too many courtship choices. Under the premise of asymmetric information, courtship was more dependent on matchmaker's words and parents' fate, so men did not ask for much to improve their taste.

Since the 1980s and the previous Chinese women, when choosing a spouse, the influence of the traditional society is playing a leading role because of the deep-rooted traditional concepts.

When parents help women choose their spouse, the most important factor is not their interests, hobbies or personality.

It is whether the families of the two sides match, and men's economic ability is more practical and single factor.

At that time, naturally there were not so many social media, and the dating platform could provide women with multiple choices.

Only in more cases can women have the opportunity to put forward higher requirements for men.

With the change of the concept and mode of mate selection in modern women, the interest groups such as friendship and App began to become popular. All these contributed to women's larger mate selection space and more freedom of mate selection.

Men in the face of changes in the spouse market, it will change their image and consumption mode.

3, men play the role of traditional "parents" and economic providers in their daily lives.

In order to adapt to the requirements of social roles, men will buy some necessities such as buying houses, cars and so on when shopping.

And these consumption already occupy the head of male consumption, some even all.

As China's consumption level has escalated in recent years, people seem to have forgotten that once the level of consumption is low, it is already the limit of many ordinary families to buy houses and vehicles to meet daily needs.

Human beings are social animals, and human behavior is inseparable from the restriction of social norms.

In the past, men's role as an economic provider in their own image of men tended to be conservative, firm and traditional.

These characteristics are conflicting with the characteristics of men's diversity in commercial society, which are more pursuit of quality of life and personal image.

Therefore, many men who pursue personal image and fashion consumption in the past are very likely to be labeled as "sissy" and "loafer".

Why is male consumption rising?

1, tide cards instead of cigarettes, wine, houses, cars become men's social currencies.

Before the new consumption of "orange", "small cans of tea," these brands, why are they social currencies?

The article has already introduced the concept of social currency to you. Today, the concept of social currency has been confirmed once again by the X KAWS fire incident. Next, we will talk about the change of male social currency from the angle of social currency, and reveal the reason why male consumption rises.

1) new talks.

The price of tide cards is much lower than that of luxury houses and luxury cars, but the cultural tunes and stories brought are easier to talk about and closer to social scenes.

In the community of toxic APP and CHAO, we can learn and learn from the tide cards. KOL helps men reduce the cost of decision making and grow grass in the minds of straight men, forming male shopping communities.

UNIQLO x KAWS, poison APP, CHAO community outbreak, why male consumption began to rise?

How do men become the most recognizable people after entering bars?

Of course, it is impossible to drop the car keys directly on the table or to bring out the keys to the door of the house to tell you which district you are in. The more effective way is to wear the Surpreme limited edition T-shirt recommended by the poison APP and step on the new AJ limit recommended by the CHAO community KOL. The bar is the most beautiful one.

At this time, the tide card as a social currency highlights the purchasing power, aesthetics, fashion, fashion and other labels, reduces the cost of communication for women to understand men, and becomes a hot commodity in the buyer's market.

2) there is a spirit of hyperactivity.

It is not difficult for men to get the mental excitement through consumption. Limited edition, hunger marketing and explosive money cards are more difficult to buy, and the more scarce products are worn on the body, the more exciting they are. What's known is their recent efforts to reward or other kinds of shoes. Besides the designer's fame and brand awareness, a pair of shoes can bring a lot of confidence in the past few days.

3) pformation of scene, crowd identification and sense of belonging.

The men who bought the tide cards were mainly under thirty years old, and pushed back after 90 and 95. This group of age consumers basically came from the third level of Maslow's demand level. The society and parents had already completed the first and second levels of creation, and the needs of emotion and destination and respect need to be displayed through different products.

Tide card as the lowest threshold and intuitive display, is the best way to get people's identity and sense of belonging. Dressing is also an important indicator before deciding whether to smoke or drink together.

4) show off.

Chao brand is suitable for showing off in social media, not only because of its design story and design elements, but also because of its popularity to scarcity.

At this time, the poison APP and CHAO communities have become the KOL recommended by the tide brand. Everyone is showing their attitude in the APP gathered in small communities.

The above four points represent the social attributes of tide products, while men can enjoy the sense of accomplishment, ostentatious, exuberant and talking in a tidal wave of social currencies.

2, peer pressure (peer pressure).

Peer pressure (peer pressure) refers to the psychological pressure generated by peer comparisons. A peer group exerts influence on individuals, which will motivate individuals to change their attitudes, values or behaviors to comply with group guidelines.

The younger you are, the worse your ability to resist peer pressure. Perhaps the design concept behind the tide card is not important for younger male consumers. But when the explosion occurs, most of your students' T-shirts will become clothes with KAWS icons, just like everyone else.

UNIQLO x KAWS, poison APP, CHAO community outbreak, why male consumption began to rise?

Compared with the diversity of female consumption, the head effect of male consumption is more obvious, and is more vulnerable to the impact of explosive money. In the same basketball circle, nightclub circle, game circle and other social circles, it is more vulnerable to peer pressure, which ultimately leads to consumption decisions being affected.

For young male consumers, even if the price is difficult to bear, they will try every means to squeeze into this circle, so hunger strike threatens parents to buy news.

3, courtship effect, women's demand for men.

Just like the male peacock who opens the screen is to show herself in front of the female peacock, the male is inevitably influenced by the courtship effect in the underlying logic of consumer decision-making.

When women are crazy about idol worship, men's dressing style and behavior will receive the influence of these stars.

In addition, the tide card has become the tide card, and the star's pursuit is also an indispensable factor. After the star's pursuit, the tide card will get more fans to catch up with the wind, and the crowd will gradually expand to form event marketing. The reason why the KAWS exploded with the UNIQLO joint fire was also less than the popularity of Edison Chan and other stars.

Women's economic independence and their dependence on men's income have become a trend. Women's choice criteria for spouse selection are also changing quietly. Besides basic material conditions, spiritual pursuit is equally important.

Because men and women are equal in income or even higher in women, men are hard to impress young women by material and income alone. Women have higher standards and needs for men's aesthetic and life attitudes, which directly affect men's consumption decisions.

4, women have the right to speak.

At present, the media channel has the highest frequency in the WeChat public number system. 80% of the women in the Xiaobian industry are women. Women have raised higher requirements for men's aesthetics in the process of selecting topics and writing articles.

When making consumer decisions, of course, we must get close to the labels that women are pursuing. Through the poison APP and CHAO communities, we can get the recommendation and purchase of tide cards directly. Therefore, it becomes more convenient to become the "Chao men", "model men" and "warm men".

After women hold the right to speak, the impact of women on men is long and far-reaching. These have a direct impact on male consumption decisions. Male consumption products are relatively barren than female consumer products. In addition to the diversity of products, the community gathered by KOL such as APP and CHAO communities is more important, helping male consumers to reduce the cost of decision-making and forming a tide brand phenomenon.

The rise of male consumption reveals how to become a male user explosive product.

1, in the design of product psychology, we need to fully satisfy the attributes of male social currency.

In the male social currency system, the most important thing is to satisfy the medal theory.

A good social currency product should have the function of similar medal.

The medal theory needs to satisfy the social recognition, and also requires the product to have the general equivalent function. In the beginning of this case, UNIQLO x KAWS meets the general equivalent property, because there is a cattle hype, to some extent, the ability to act as a general equivalent in the crowd who likes the trend.

The medal theory also requires men to show their uniqueness and scarcity. The essence of men's social currency is to prove their differences, so that they can stand out in the competition of courtship. Therefore, the blind men who wear Anta shoes are despised.

Therefore, a good male money product must satisfy the scarcity and satisfy the different characteristics.

2, male consumption brand building, to create enough for men to meet the spiritual needs of the purchase reasons.

Men certainly want to buy apples from the very beginning, but men do not necessarily have enough money to buy apples at the very beginning, so men will go back to buy products similar to Apple's same brand tonality, but users will not recognize it at the very beginning.

Therefore, for men, because the intrinsic driving force of buying products is not price or price, it is necessary to create non price factors for male users.

So this is why millet slogan is born for fever.

If you tell a male user that the price is low, you will lose the face of the male user and lose the most important point of social currency.

Therefore, in the rise of male consumption today, any male consumer brand building needs to develop a reason for the purchase of non price elements for users.

UNIQLO x KAWS, poison APP, CHAO community outbreak, why male consumption began to rise?

3, male consumption also needs to be planted.

In the past, many people thought that only women could be planted grass because of their emotional and emotional consumption, so a long piece of grass and grass and Li Jiaqi's OMG could quickly complete grass planting for female users. But in fact, male users also need to grow grass, but the way men grow grass will be very different.

You will obviously find that CHAO and poison APP, which were born out of the know and tiger flare, were first completed by planting grass in the content structure community. Only when men were planted with grass, most of the time they needed a little direction that had nothing to do with grass content. For instance, tiger pads were the first to grow grass for you as sports users, and then told you to buy shoes.

4, male consumer goods must be updated quickly, and have a higher color value.

Zeng, the founder of the military sub face, once told the new consumer insider that men, as a social animal, have strong motivation to prove to the society that they are very tide and they are not eliminated by the times, so they need very hot products to achieve this function.

Therefore, male products must be updated faster, and at the same time, it is a scarce niche product.

In the past values, people generally showed courtship and sexual interaction to men. They generally welcomed men's display of power. But today, women's views and aesthetics have undergone drastic changes. Women's demands for men's faces are getting higher and higher after women's pursuit of themselves and women's material desires.

This kind of pursuit of consumption value is getting higher and higher, and also the pmission of visitors' perception to the male's self view. Men's clothing and clothing are not necessarily only grey and white, but they are increasingly seeking to release themselves. This also requires men's consumption products to become more colorful.

5, male consumption has a lot of investment and entrepreneurial innovation opportunities, especially in the field of male fashion consumer goods.

In the past, there was a view that men had no purchasing power, but with the rise of male new generation consumers at the core of 88, men's participation in consumption became more and more intense. Men used to make decisions in large and medium commodities and investment and financial management, but today men jumped out of this phenomenon and began to spend more money on their own aesthetics.

In the past, people often talked about their economy. Actually, men today are becoming more and more pleased with themselves. Men also understand that they have to devote themselves to fitness. Unfortunately, the formation of this view may not be inseparable from women's self help. After women have mastered the soft power represented by public numbers, diss men do not appreciate beauty and Chinese men become a fashion. This view has forced Chinese men to spend more on themselves.

So the formation of these views has forced the consumption fashion to change, so there may be a lot of investment opportunities around this crowd, especially men's beauty dressing, masculine tide and so on. There are many new opportunities in the space dominated by women in the past.

From the investment perspective, the structure of product brand and channel brand is objective. At the same time, the young men in the lower market represented by the three or four tier cities are also an investment opportunity that can not be ignored.

6, the design of the advanced system of male consumer goods should be accompanied by the growth of men themselves.

In the design of male consumer goods, the grading system is a part that can not be ignored. Men are naturally fond of games, so they are keen on ranking, even if they produce a pair of shoes for men, they also need to set up a system of gold, silver and copper.

In the setup of male consumer goods, one must not neglect the arrangement of ranking and grading system. Without ranking and grading system, it is possible that male users will not be willing to buy products.

In short, in male consumption, the rise of these male products such as poison APP and CHAO can not be separated from the support of these important elements. Without these elements, these male consumer goods will not erupt.