Image source @ Visual China
Wen 丨 consumer world, author 丨 Xiaomeng
With the young age of skin care, more and more boys have begun skin care and makeup, delicate pig boys have begun to take care of themselves, water milk, essence, sunscreen, base makeup has become a part of their lives.
Men's consumption power on the road to beauty began to stand out, driving "his economy" to become a trend, in skin care, beauty, plastic surgery, fashion shoes and other aspects of rapid growth in consumption power, and "her economy" opposite the "he economy", has been in a state of neglect, and now "he economy" is becoming a dark horse in the consumer market, releasing strong purchasing power.
<h2>01, "new men" can wear makeup is not only girls</h2>
In this era of looking at faces, appearance has become part of competitiveness, men's appearance, hairstyles, and clothing have become part of their self-image, and men are paying more and more attention to their own appearance.
According to the data of the Prospective Industry Research Institute, the size of China's men's skin care market will maintain rapid growth, and it is expected that the average compound growth rate of 2021-2026 will be 15.88%, and the market size of China's men's skin care industry is expected to reach 20.7 billion yuan in 2026.
According to the "2021 "Other Economy" Research Report" of China Mobile Think Tank, the proportion of male users who buy beauty and skin care products in a year exceeds 50%, the average proportion of purchase frequency of more than 2 times per quarter reaches 70%, and the purchase amount within one year is more than 50% of more than 900 yuan.
As far as the field of men's skin care and beauty is concerned, it can be roughly divided into two categories: one is a mature brand that has developed in the industry for many years, such as L'Oréal, Estée Lauder, Mansoredon, Keyan's, etc., and the other is the emerging cutting-edge domestic brands in recent years, such as Liran, MANUP Lipai, dearBOYfriend and so on.
Capital is obviously very optimistic about this emerging track in the blue ocean stage, since 2017, there have been 18 financings for men's grooming tracks, and this year has reached 11, and men's beauty awareness has stimulated the enthusiasm of capital.
The new brand has received 6 rounds of financing so far, including 150 million yuan in the B round and nearly 300 million yuan in the B+ round.
Tabula Rasa, UP, JUST A COOL BRAND, Faculty, MANUP Lipai and other brands have obtained angel round financing, dearBOYfriend received tens of millions of yuan A1 and A2 rounds of financing at the end of last year, blue series last year received 15 million yuan of angel round financing, this year received tens of millions of yuan Pre-A round of financing...
Behind the rapid financing, the creation of brand product strength is a "slow kung fu", mature brands with many years of experience occupy the high-end market, and the competitiveness of new brands is still in the entry stage, mainly focusing on the low-end market.
From the perspective of supply chain, most of the cutting-edge domestic brands use the ODM model, the lack of their own supply chain will form constraints in many aspects, large brands generally have their own factories, with a variety of OEM processing models, core products produced by their own production lines, low-end and other products in the case of insufficient production capacity by the foundry for production.
For example, the domestic veteran Shanghai Jahwa, in 1992 Shanghai Jahwa launched a male skin care brand - Gough, Shanghai Jahwa has 5 own factories at home and abroad, such as Qingpu cross factory contains eight liquid washing packaging lines and sixteen cream packaging lines, under the perfect supply chain system of Shanghai Jahwa, Gouff can achieve a high starting point of vigorous development.
And Shanghai Jahwa has many famous brands such as Herborist Collection, Liushen, MegaJing, Qichu, etc., covering beauty, personal care and other aspects, under the perfect brand coverage and product categories, the subdivision of the new track can achieve a more labor-saving leap, compared to the cutting-edge brand more competitive.
At the same time, large brands have greater research and development strength, research and development has always been the key factor of survival of the fittest, with research and development strength can obtain more patented technologies, such as Gough's emulsion products include "1:1:1 lipid bionic technology", L'Oréal's anti-aging black technology Bosein, etc., these long-distance running advantages are not available to cutting-edge brands.
In the Tmall men's care category of Singles' Day in 2020, the advantages of mature brands are very obvious, and the top five sales are L'Oréal, L'Orbiquan, Coyan's and Estée Lauder, and Shanghai Jahwa's Gaofu.
The mature big brands basically follow the "masculine image law", and compared with the richness and subdivision of "her economy", it lacks innovation and is not flexible enough, while the cutting-edge brands can combine new trends in innovation.
For example, the skin warrior men's skin care set launched by Li Ran and Okamoto, the cross-border products launched with OATLY and Hero Ink, the game mask product cooperated by dearBOYfriend and LGD League of Legends, the IP joint name of the blue and science fiction animation "Spirit Pet", and the "staying up late water" launched in line with the living habits of young people.
For some exquisite men, there is a chain of contempt in skin care products, the top layer is high-end women's skin care products, the middle is mixed skin care products for men and women, and the bottom is male skin care products, which shows that the male grooming market map is still in the initial outline stage, and the future will be more abundant and diverse.
In view of the consumption concept of male impulse and rationality coexisting, the concept of quality first, and the concept of self-satisfaction that pays for the appearance value, more cosmetic products that highlight men's preferences will be customized in the future.
<h2>02, plastic surgery "invades" high-quality men</h2>
Medical beauty for women's PUA has never stopped, all kinds of appearance anxiety through the elevator advertising repeated cycle, behind this is a huge female medical beauty consumer market, the high profit of medical beauty has been an open secret, and it is not surprising that capital has repeatedly lowered the bottom line of advertising for high profits.
According to the new oxygen white paper, the number of male consumers of medical beauty in China increased by 52.3% in 2019, although lower than the growth rate of 70% of female consumers, but far higher than the growth rate of mature markets such as Japan and South Korea.
According to the "Research Report on China's New White-collar Consumer Behavior", the consumption trend of new white-collar workers includes a type of "metamorphosis consumption", such as light luxury consumption, skin care and beauty, fitness, etc.; in terms of consumption amount, the average monthly consumption of male medical beauty is 1131 yuan, which is basically the same as the average monthly consumption of medical beauty of 1197 yuan for women.
In this era of looking at the face, the face value has become a stepping stone for many tasks, video bloggers, bloggers with goods and other "visual department" work undoubtedly has higher requirements for the value of appearance, although the value of the face is not the decisive element, but with the "small milk dog", "salt system", "sugar system", "vinegar system", "soy sauce system", "abstinence system" and other style divisions, the change of female aesthetics prompts men to follow the trend to make changes.
Liu Di, founder of the more beautiful APP, once said that "in the future, the profit margin of the entire male medical beauty market is very large, and the more beautiful APP is waiting for the outbreak of the male market."
In the entertainment industry, plastic surgery men are not in the minority, former flywheel sea member Yan Yalun has publicly admitted to plastic surgery, "I actually have a ghost obsession for a while, because I see that many people are using, I went to get on the bridge of the nose, with similar hyaluronic acid, but then I broke down the enzyme to deal with it." ”
Xue Zhiqian, who became popular by slugs and sad feelings, also generously responded to the news of plastic surgery in Weibo: "I still want to thank my father for giving me such a beautiful birth, just need to be so beautiful." ”
In the longevity of the domestic variety show "Strange Story", the ridicule of "Ma Dong cutting eye bags" and "Xiao Xiao plastic surgery" is also not endless.
Like celebrities, most bloggers also need to eat by the face, so there are not a few male bloggers who have plastic surgery, such as fashion blogger gogoboi, who admits plastic surgery and releases a comparison chart before and after his plastic surgery, indicating that he is doing this to try to open. Beauty blogger "Hu Bingo" also shared with fans the detours he took in plastic surgery, and the blogger "Paste Ben Ben" told the story of changing his appearance through plastic surgery, thereby enhancing self-confidence.
For men, plastic surgery is to solve the problem, compared to women, they are more inclined to solve the problem at one time, so often the unit price of customers is higher, according to the data provided by new oxygen, in 2018, the average unit price of male consumers is 7025 yuan, which is 2.75 times that of women, and the average unit price of male medical beauty consumption is obviously far away from women and there is an upward trend.
Compared with young people, middle-aged people with stronger economic strength have further increased the amount of consumption, compared with projects such as wrinkle removal, face slimming, rhinoplasty, etc., the crisis of middle-aged people is concentrated in the increasingly sparse head, "I have become bald, I have become stronger" and other popular aspects reflect the severity of this phenomenon.
According to the "2019-2021 China Hair Loss Health Care Industry Trend and Consumer Behavior Data Research Report" released by Ai Media Data Center, there were about 250 million people with hair loss in China in 2019, of which more than 160 million were men.
Tian Yahua, executive director of the China Plastic Surgery and Beauty Association and vice president of the branch of medical beauty institutions, said that seborrheic alopecia accounts for a relatively large proportion of hair loss types, this hair loss is irreversible, it needs to be restored by surgical cosmetic surgery, and among the hair transplant population I have come into contact with, men account for more than 90%, of which boys around the age of 20 are not in the minority.
Hair transplant surgery is characterized by long time and high price. It is understood that the price of a hair follicle in the market is about 8-15 yuan, and the price varies slightly according to the different cities in the region. The number of hair follicle extractions in hair transplant surgery is more than thousands, and it is common to spend tens of thousands of yuan on one operation.
And for the path of medical beauty, "good looking" is like a bottomless pit, when men choose to enter the pit, it is difficult to get out of the spell of "rapid beauty" or "continuous repair", at the beginning of the acne, and then slim face, pull double eyelids, later rhinoplasty, chin cutting, hyaluronic acid, do thermage ...
With the rise of the "other economy", men have also begun to support half of the medical beauty...
<h2>03, exquisite BOY must choose: wear tide YOUNG</h2>
For delicate boys, fashion clothes are like a new version of "self-introduction", and like women, they are also keen on planting and pulling grass.
According to the person in charge of the Xiaohongshu community ecology, compared with 2018, the overall active users increased by 4.4 times compared with 2018, and the male active users increased by 14.5 times.
At vipshop's first quarter 2021 earnings meeting, CEO Shen Ya mentioned that due to the expansion of male consumer groups, the expansion of men's wear, sports outdoors, 3C electronic products and other categories, it has brought about an exponential growth of men's wear and sports categories.
All kinds of signs show that men's spending power is improving, compared to women, men in the process of planting grass, pulling grass purchase intention is more clear, and most of the men are sneaker lovers, they buy fashion shoes crazy is no less than women in the double eleven to play chicken blood like excitement.
For example, the popularity of the thing, 60% of the user group of the thing is male, and the thing is incubated in the straight male community tiger poker, so it can accurately snipe the male consumption hobby, the growth rate is extremely fast, and the user stickiness is very high.
The goods of the goods have subdivided categories, including footwear, clothing, bags, beauty, watches, tide play, digital, etc., the list of goods shows sales, list rankings, order records, etc. In this e-commerce community where most men are men, consumption guidance is very strong.
Compared with Xiaohongshu, which is more like a consumer entrance, dewu has a product structure of "community + e-commerce + identification", enhances social attributes and user stickiness, and realizes the continuous expansion of users on the basis of controlling the original user population.
In the Z generation, premium shoes have become the norm, the major tide shoe brands implement hunger marketing tactics, tide shoes need to rely on the lottery to obtain purchase qualifications, the lottery winning rate is low, the imbalance between supply and demand, so that the secondary market of tide shoes has room for operation, "fried shoes" once became a popular investment method for the new.
According to the "2021 "Male Beauty Economy" research report, men buying trendy shoes is the most important trendy shoe style, followed by brands, of which their favorite trendy shoe brand is Nike.
In the clothing market, men's purchasing power is also increasing, according to the data of Ai Media Consulting, the sales of China's men's wear market in 2018 was 572.6 billion yuan, and in 2019, this figure increased to 736.9 billion yuan.
Male partial patriotic trends, such as Li Ning's Hanjia series was a hit at the time, more and more brands began to upgrade the brand through insight into the psychology of male consumers, while meeting the "her economy", to make room for "his economy".
In general, the male beauty economy has great room for development, men's self-worth and the concept of consumption upgrading are changing, all kinds of signs catalyze the development of the market, and men who consume more "willingly" will use their own actions to pry open this 500 billion blue ocean market.
Resources:
[1] Plastic surgery, finally it's the turn of the man, 20 Society
[2] 2021 "Other Economy" Research Report, China Mobile Think Tank
[3] Men who do medical beauty are more willing to lose, financial world weekly
[4] Get things VS Little Red Book, the new era of male consumption to stabilize female consumption? 3W Internet In-depth Selection
[5] Department stores were built for men, and Japan was the high-end player of "his economy", making headlines in commercial real estate
[6] The rise of the "other economy" | Men's grooming and personal care formats: big names to the left, new sharp to the right, modern advertising magazines