Why Is The Market Value Of Male Consumption Lower Than That Of Pets?

"In terms of investment value in the consumer market, girls > children > old people > dogs > men.

A few days ago, my friend circle was brushed by a PPT, and the male consumption power was bottled up on this value chain.

It's not just a joke.

Many people in the industry seem to have a weak desire for consumption, a short life cycle (after the golden period after work, before marriage), and Chinese men who are more willing to save money to buy a car than to buy clothes.

High quality users.

The male new media "Du Shaofei" obviously does not think so.

From the first day on the line, "Du Shaofei" locked in is that the domestic group has consumption ability, but will not wear, do not understand.

The "straight man cancer" crowd.

After several years of development, the media brand has accumulated fans 2000 million in the whole network, subscribing 1 million 400 thousand subscribers to the public number, adding thousands of new people every day, 65% of whom are male.

"Du Shaofei" has undergone several iterations at the content level.

At first, "Du Shaofei" wore the popular science article with strong tool attributes. But since last year, the topic of the article has begun to expand to the pan life area, covering topics such as women, sports shoes, politics and so on.

According to the world clothing and shoe net, since this year, the 5000 fictional articles with high production cost and above production cost have become an important part of "Du Shaofei". Please consult Mr. KOL, GQ chief editor.

Therefore, the present "Du Shaofei" is just like a net life version of "fashion gentleman" which is more suitable for young men.

Founder Du Shao believes that the development of "Du Shaofei" in the media has already had enough strong personality attributes and brand recognition.

Next, in addition to satisfying the spiritual needs of men through content, the company also plans to expand its consumption area and introduce its own menswear brand.

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According to the briefing, the "master club" was mainly sold through the electronic commerce channel in the early stage, and the gentry dress style was the main category, which included custom made suits, handmade leather shoes, shirts, cufflinks, neckties and so on. The unit price was about 5000 yuan.

Du stressed that the "master club" is not an extension of Du Shaofei's media business, but also a so-called content business.

The media needs strong independence, and the realisation business such as electric business will cause interference or destruction.

"Du Shaofei" and "master Association" are relatively independent.

On the one hand, we want to provide more services to men. Another reason is that we have a stronger sense of "IP" and "values" of Du Shaofei by follow.

And it is precisely because the "master club" does not intend to rely entirely on the "Du Shaofei" diversion, and the location of the two brands is not quite the same.

As mentioned earlier, most of the "Du Shaofei" readers are young people, but no matter whether they are from the "brand name" or "price", they are all higher brands.

First of all, the products sold by the "Lord club" are mainly customized, and users will be tailored to the site after the order is placed.

Du Shao said that the 10 tailor tailors of the platform cooperation are the most experienced in the country, and the production is also carried out in overseas luxury factory. At present, the total length of non manual suits is about 20 working days from the volume to the shipping cycle. The next step will be handmade goods on the platform, and the working hours will be doubled.

The material cost, the processing cost and the volume cost of the physical teacher are reduced. The gross profit of the single product is around 15%.

With some personal feelings, Du duo hopes to make the "master club" into a Seiko luxury product instead of a draught that may soon disappear.

But at least now, relying on media advertising revenue, the company as a whole has made a small profit. Recently, "Du Shaofei" is still negotiating the sale of a non fictional story television adaptation rights.

In terms of financing, Du Shaofei has also completed two rounds of financing from institutions such as Chinese culture.

Du Shao said that the data of "master club" in the internal survey stage satisfied the team.

In the 2~3 months' internal testing period, the annual fee member has 2000+ and the repeat purchase rate is 48%.

Nearly half of the employees in the company are in charge of the electricity supplier business. In the future, in order to increase the frequency of purchase, the "master Association" will consider more online small Cufflinks and tie items.

In addition to "Du Shaofei", XY announced this year that it started hatching Daily Weather of men's clothing brand. The production mode was selected by NetEase.

After the end of the bonus period of the electronic commerce platform, the content of producing the competitive electricity supplier has become the choice of many companies, but what we need to see is that the giants are also stretching their tentacles.

For example, men's clothing area, seven wolves and other mature sales channels, traditional brands are also entering the high-end custom market.

For new brands, finding the foothold of high barriers is very important.

More interesting reports, please pay attention to the world clothing shoes and hats net.