In today's consumption era in Sheng Xing, it is generally believed that the main force of "chopping hands" is women. However, with the continuous improvement of men's purchasing power, a number of "prodigal sons" have gradually emerged. Men's spending power is underestimated and is quietly showing amazing buying potential.

Evidence of the Rise of "Other Economies"

1, online consumption of men has surpassed that of women.

With the continuous maturity and progress of e-commerce, logistics, online payment and other technologies, the convenience and efficiency pursued by male consumers have been greatly satisfied, which has also stimulated men's desire for consumption to some extent.

According to the report released by Boston Consulting Group, the types and quotas of male consumption in China are increasing, and some male consumers in China have surpassed women online; At the same time, IAB China survey shows that 57% of people in China are men and 43% are women, while 53% of people in China are men and 47% are women. It can be seen that the number of men in online shopping groups exceeds that of women. Although there is still a big gap between men and women in terms of offline consumption, men's Internet purchasing power has shown a trend of breaking bamboo.

2. The discovery of self-awareness and self-worth.

3. The rise of high-end consumption

Among the middle class, the proportion of men is 63.4%, which is much higher than that of women. Single men with personal net worth over 500,000 US dollars are the main consumers of luxury goods, and the "hardcore buyers" in Asia are largely from China.

Men have also become the main group of high-end consumer goods. The White Paper on Online Luxury Consumption in China shows that the proportion of online luxury consumers is 47% for men and 53% for women, but the unit price of men is 6% higher than that of women. Male users who spend three times or more are also 3% higher than female users.

4. Love of consumption in advance

The continuous development of internet finance has brought a large number of senior consumers. In addition to using credit cards for advanced consumption, mobile payment for advanced consumption is particularly popular, and in the concept of advanced consumption, the proportion of men is much higher than that of women.

According to the report "Portrait Analysis Report of Loan Users", male loan users are the main force leading consumption, accounting for 78%, with an age distribution range of 20-30 years old and an average age of only 28 years old. At the same time, according to the "Double Eleven Consumer Lending Big Data" report released by Internet Finance Head Enterprise Lending Bao this year, in consumer lending, men account for 65%, while women only account for 35%. It can be seen that men prefer to spend in advance compared with women.

The consumption preferences of "other economies" can be seen from the following three aspects.

1, exquisite boy-beauty cosmetics and sneakers

The love of beauty is a woman's patent, and everyone may have to change their views on this sentence. Nowadays, beauty is everyone's patent, and the degree of male beauty is rising rapidly. The consumption power released by exquisite boys' beauty and skin care products is enough to shock the market.

Taobao data shows that in the field of make-up, men tend to be younger when buying make-up and skin care products. After 95, boys become the most beautiful, and one in three boys who buy foundation is after 95. Foundation, concealer and eyeliner have become the most popular makeup Top3 for men on Taobao, and the consumption of men's masks should not be underestimated. When men begin to pay attention to image, what else do women have?

Unlike female consumers, men don't like bags, but they have a soft spot for shoes. For the "sneaker slave", a pair of Air Jordan was the favorite of male consumers in 1985-95. According to the data of National Financial Consumption Research Center, the average monthly income of single young people in 1985-95 was about 1 10,000-1.20,000. The price of a pair of Air Jordan is about 1500 to 3,000 yuan, and the price of sneakers on the market is higher. At one time, it was fried to 10 thousand yuan.

The resulting second-hand shoe market is also hot. Highsnobiety's Second-hand Footwear Observation Report shows that the global second-hand sports shoes market may have reached 6 billion US dollars. The domestic sneaker market has also reached $654.38 billion. China is already the second largest sports shoes market in the world after the United States.

2. Fitness experts

Male consumers firmly believe that male body management depends on fitness. Taobao data shows that men bought 9.3 million cans of protein powder and 6.3 million pieces of chicken breast on Taobao, which directly boosted the growth of Taobao chicken breast this year.

In terms of fitness, not only should we eat healthily, but male consumers are also willing to open wallets for fitness equipment. QuestMobile data shows that high-spending men are more interested in healthy sports and outdoor sports. The performance is that the purchase rate of related items is high, and the active penetration rate of sports, fitness and intelligent equipment industries is high.

According to the "Age and Gender Structure of Sports Population in China" researched by China Mass Sports Investigation Group, the proportion of women is obviously lower than that of men. The sex ratio of sports population in China is 179. 17%, which is 75.83% higher than the current sex ratio of the total population in China. The title of fitness expert belongs to men.

3. Game lovers

As we all know, men prefer to play large-scale online games, and it is not uncommon to lose their girlfriends for the game. Almost every man will encounter an unstoppable video game when he grows up.

According to the data of China Game Industry Report 20 19, the marketing revenue of e-sports games in 20 19 was 94.73 billion yuan, up by 13.5% year-on-year. Accordingly, the scale of users has doubled from 220 million in 20 15 to 440 million in 20 19, and has been expanding for five consecutive years. According to the data in "20 15 China Game Industry Report", male practitioners in the game industry have accounted for 90%, and the number of male e-sports audience accounts for 75% of the e-sports audience. For F2P games, these 75% men are more willing to pay.

The report points out that male players spend a lot of energy and money. They are willing to buy any form of game items, including virtual event tickets or related authorized peripheral products.

"Other Economy" has become a dark horse in the consumer market, shocking the consumer market. In the future, it will seize the site of male consumption and bring new consumption growth points.